Increase nurture touches from 2x per month via email to 30x per month via display ads. Re-engage inactive and unsubscribed users on your email lists. Reach new prospects sourced through 3rd party email lists and engage them with display ads. In this brief, yet informative webinar, learn: -Email Retargeting Basics --What is email retargeting? --When and why use email retargeting? --What does it cost? -Best practices to maximize email retargeting campaign performance. -Email retargeting case studies with real results -Tools for budgeting and planning your 2015 retargeting programs.

1. Email Retargeting 101:
Nurture Beyond the Inbox
Presented by:
Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo Customer Success
May 7, 2015

2. Kwanzoo’s Cloud Based Platform
Automate AllYour Outbound Marketing Programs
 Boost top-of-
funnel leads
 Improve nurture
programs using
display
 Accelerate the
pipeline

3. Webinar Objective & Agenda
Primary Objective: Introduce and explore the benefits of email retargeting
programs for lead generation, enhancing nurture programs, and expanding reach.
Agenda for today’s webinar:
I. Retargeting 101: A Quick Intro to Retargeting
II. Email Retargeting Basics:
I. What is Email Retargeting?
II. When and why use Email Retargeting?
III. What does it cost to run Email Retargeting?
IV. Email Retargeting vs Other Outbound Marketing programs
III. Best Practices to Maximize Campaign Performance
IV. Email Retargeting in Action: Case Study Overview
V. Intro toTools for Budgeting & Planning
VI. Summary/Q & A

4. Retargeting 101
A Quick Intro to Retargeting

5. What is Retargeting?Why Does it Matter?
Retargeting is…
 Serving ads to site visitors &
email users across the web
 A solution to connect to
prospects and leads outside of
your email nurture programs
and website(s)
 An effective and efficient way
to nourish prospects at all
stages of the funnel
Over 95% of
your website
visitors are not
converting…
Over 80% of
your email
list users are
not opening
your emails…
You are
missing out
on a lot of
potential
leads!

6. [Where it began]What is Site Retargeting?
• kkkk • Hello kittyOrganic
Search
Email Social PPC &
Display RetargetedAds
(Convert more site visitors)
Your Website: Visitors tracked for retargeting Ad Networks: Ads served to visitors across web

7. Email Retargeting Basics
An introduction to email retargeting, what it is, how it works, & more

8. What is Email Retargeting?
• kkkk • Hello kitty
RetargetedAds
(Convert more site visitors)
List Match Rate: For B2B match rates usually 30 to 40% Ad Networks: Ads served to email list users across web
Target and serve ads to
prospects based on their
email address

9. How Does Email RetargetingWork?
1. Upload in-house or 3rd party email lists
2. Email lists matched to users on the web
3. Ads served to email users across the web with pre-set caps on
number of ads served per user
4. Users engage with marketing content/offers and visit
company website

10. When Use Email Retargeting?
When use email retargeting?
When you have:
1. A sizeable in-house email list(s) - 40K or more users per segment
2. A clearly defined group of users outside your in-house email list(s) - via 3rd party email
lists of 40K or more users - you want to reach and nurture across the web
Ways to use email retargeting:
• Campaign-based
• Evergreen (or year-round) campaigns

11. Why Use Email Retargeting?
Why use email retargeting?
 Generate more MQLs every month and enhance nurture programs by
engaging users on your email lists
 Re-engage inactive and unsubscribed users on your in-house email lists
 Increase top-of-funnel leads by serving ads to targeted 3rd party email lists
 Reach users at target accounts by using email retargeting for ABM
Increase nurture touches from 2x per month to 30x per month.
[EmailOnly] [DisplayAds]

12. What Does Email Retargeting Cost?
Pricing for Email Retargeting programs starts at $18,000.
This includes:
 3 months of ad serving:
- 14,000 users reached and approx. 1.26 million ad impressions served
- 30 ads/users/month
What’s included:
- 3 ads designed and set up [both in-banner form and smart banner
formats]
- Email list (40K users) uploaded and matched
- Ad serving via an RTB/DSP
- 6 months access to Kwanzoo platform

13. Where Can I Run Email Retargeting?
Currently email retargeting is
available in the following
North American countries:
• United States
• Canada

14. How Can Email Retargeting Be Used for ABM?
1. Identify target mid-market and enterprise
level accounts
2. Email lists for users at target accounts are
compiled using 3rd party data
3. Run email retargeting programs using the 3rd
party email lists containing users at target
accounts
4. Users from target accounts engage with your
display ads, visit your website, download your
content and more

15. Email Retargeting vs Other Outbound Marketing Programs
Outbound marketing via
display is constantly evolving
and includes the 6 current
primary types:
1. Site Retargeting
2. Email Retargeting (the topic of
today’s presentation)
3. CRM (or Direct Mail) Retargeting
4. Persona-based Retargeting
5. Predictive Retargeting
6. Account-Based Advertising (ABM)
Outbound
Marketing
Programs &
Benefits
Engagement
(Nurture)
In-Banner
Form
Conversion
Increase
SiteVisits
Onsite
Form
Conversion
Reach
Target
Accounts
Site Retargeting
Email
Retargeting
CRM
Retargeting
Persona-based
Retargeting
Predictive
Retargeting
Account-Based
Advertising
Primary Benefit Secondary Benefit Account-specific lists N/A

16. Email Retargeting Best Practices
Best practices to maximize campaign performance

17. Best Practice #1: Set Up Retargeting Segments
There are two ways to segment your email users:
1. Identify remarketing lists for each segment (separate email lists
with at least 40k users per list)
2. Segment via MAP data for users with active MAP cookies
Identify specific content & offers for each segment and deliver highly
targeted display ads (via the matched remarketing lists or MAP cookie).
SegmentA Segment B Segment C

18. Best Practice #2: Test DifferentAd Sizes &
Creative
Identify what resonates with your audience by testing the following:
1. Multiple Ad Sizes [728 x 90, 160 x 600, 300 x 250]
2. In-banner FormAds vs Smart Banner Ads
3. Different Creatives & Offers/OfferTypes
Test different ad sizes and A/B test multiple creatives within each ad size to
refine the ads served and optimize campaign performance.
In-Banner FormAd [300 x 250] 300 x 250
728 x 90
Smart Banner Ads
[Recommended to run in 3 sizes]

19. Best Practice #3: Measure Click-through-Rate
Be sure to measure the engagement for your ads. In order to efficiently
optimize the campaign, always measure and track the CTR (click-through
rate). Be sure to measure CTR for each:
1. Offer/Offer type in the campaign
2. Version of ad copy
3. Ad size and AdType (In-Banner FormAds and Smart Banner Ads)
Measure the click activity for each campaign creative being served to your
email list(s) in the campaign and optimize to maximize engagement.
DOWNLOAD
NOW

20. Best Practice #4: Apply Frequency Capping
Optimize your email retargeting campaign by applying frequency capping
(per month/day/time of day):
1. Specify the number of ads to serve per user/per month (e.g. for B2B
campaigns: 30 ads/user/month recommended)
2. Consider serving ads during daytime hours
3. Consider serving ads during the business week
Apply frequency capping to reach your audience during the time(s) you
want and to prevent overserving of ads to each individual user.

21. Best Practice #5: Apply Site Block Lists
Apply site block lists (that are reasonable in size):
1. Block ads from being served on specific undesirable sites or domains
2. Many companies (including Kwanzoo) have a default list of blocked
website categories.These categories include mature content,
gambling, firearms, etc.
Specify the websites where you do not want your ads served. Make
sure your block list is not so large that it will prevent you from reaching your audience.

22. Best Practice #6: MeasureView-throughs
Measure view-through activity resulting from your display campaign:
1. View-through site visits: website visits that result from your
exposure to your display ads
2. View-through conversions: Landing page conversions (on your
website) that occur as a result of your display campaign
3. Assess campaign performance by measuring the # or % of landing
page visitors that converted
Measure view-through site visits and conversions that result from your
display campaign (Note: view-through pixels must be in place to measure this data).

23. Best Practice #7: BoostYour Cookie Pool
Get the most out of your email retargeting campaign by boosting your
cookie pool:
1. Send an email blast to your email list(s) with a cookie in it
2. The users on a web-based email server will be cookie’d when they
open your email
3. Your list match rate will increase (B2B match rates generally
increase by 2 to 3%)
4. More of your contacts will be served ads and nurture across the web
by your retargeting campaign
Send an email blast containing a cookie to your email list prior to launch to
boost your list match rate for your email retargeting campaign.

24. Best Practice #8: Track Ad Activity into MAP & CRM
1. Capture ad activity for known and anonymous users for the ads served
in your email retargeting campaign.
2. Ad activity and lead data flows into your MAP.
3. MAP pushes data into CRM for your sales team.
4. As a result, leads can be properly nurtured and more MQLs are
provided to your sales team.
Track ad activity data for known and anonymous users directly into your
MAP and CRM to enhance nurture and produce more MQLs for sales.

25. Best Practice #9: Practice Good Analytics I
Measure your email retargeting campaign success by examining all key metrics –
not just click-through rates and number of leads generated! Be sure you are tracking
and analyzing:
1. Budget & Spend:Track spend in real-time acrossALL campaigns including cost-
per-lead (CPL) metrics.
2. Ad Activity Data: Capture known prospect interactions and anonymous user
engagements with your ads directly in your MAP/CRM. (Recall Best Practice #8).
3. View-through SiteVisits & Conversions: Measure the impact your campaign
has on your website traffic and onsite form fills. (Recall Best Practice #6).
Good analytics include measuring budget and spend, ad engagement data,
and view-through data for each campaign from launch to completion.

26. Best Practice #10: Practice Good Analytics II
Be sure you are tracking and analyzing:
1. Viewability of Ads: Are your ads being served in the top or immediately
viewable area of the browser window?Track where your ads are being
served – ideally at least 13% to 15% of your ads should be “viewable” ads.
2. Campaign Analytics by Creative: Make sure your analytics can be broken
down by creative for proper tracking, optimization, and attribution of your
campaign.
Good analytics include tracking viewability of ads and campaign analytics
for each campaign broken down by individual creative.

27. Best Practice #11: Practice Good Analytics III
Be sure you are tracking and analyzing:
1. Attribution of Captured Leads: track leads back into your MAP/CRM. Use
fields such as Lead Source, Salesforce Campaign ID, etc. to keep track of
your retargeting leads and to identify which leads convert downstream.
2. Lead Staging: Mark and eliminate junk leads, append additional data
(e.g. geo data), and edit leads before posting into your MAP/CRM.
Good analytics include ensuring proper attribution of leads captured by your
campaigns and staging of captured leads to append data and eliminate junk.

28. Summary of Email Retargeting Best Practices
#1 Set up Retargeting Segments #6 MeasureView-throughs
#2Test Different Ad Sizes & Creative #7 BoostYour Cookie Pool
#3 MeasureClick-through Rate #8Track Ad Activity into MAP/CRM
#4 Apply Frequency Capping #9 Practice Good Analytics
#5 Apply Site Block Lists
Measure,Track, & Optimize for
Best Campaign Results!

29. Email Retargeting in Action
Case study overview

30. Email Retargeting Case Study
• Company Description: Global financial software company
• OfferTypes:
- Webinar
- White Paper
- Both offers were presented with in-banner form ads and smart banner ads that
clicked through to landing page signup
• Geographic Region for Campaign Ad Serving: United States
• Email List Size: 128,000
• Number of Users Served Ads: Approx. 38,000 matched email list users
• Total Ads Served: Approx. 3.5 Million

31. Email Retargeting Case Study
Campaign Results
• Webinar ads generated the highest level of engagement and most
leads for this company’s email retargeting campaign
[Note: this varies by specific audience – for some audiences checklists, white
papers, etc. may outperform webinars – important to A/B test!]
Prospect Nurture:
• % NurtureTouches / Impressions: 0.13%
• % NurtureTouches /Viewable Impressions: 1.19%
Value of NurtureTouches Generated* $128,000
Media Costs $23,000
Email Retargeting ROI 550%
*Based on $50 value per nurture touch

32. Intro toTools for Budgeting & Planning
Planning your email retargeting campaign budget

33. PlanningYour Email Retargeting Budget
 Calculate budget & estimated ROI for a single
campaign or multiple campaigns
 Retargeting:
- Site retargeting
- Email / CRM retargeting
 Persona-based Ads
Click to Download Budget Modeler Now

34. Summary,Wrap-Up, & Questions?
Review of what we’ve covered, Q & A, and where to find helpful resources

35. Summary
During this webinar we covered:
I. A basic introduction to retargeting – what it is and how it works.
II. An introduction to email retargeting, what it takes to launch and run an
email retargeting campaign, and how much it costs.
III. How you can combine Account-Based Marketing (ABM) with Email
Retargeting to generate more MQLs.
IV. Best practices to run your email retargeting campaigns, continuously
refine the ads you serve, and optimize performance.
V. A real world case study of an email retargeting campaign.
VI. How to quickly budget and deploy an email retargeting campaign.

36. Resources
Guides
• The Complete Guide to Retargeting [2015 Edition]:
http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/
• The Business Case for Retargeting:
http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/
One Sheeters and Solution Sheets
• Kwanzoo One Sheeter: http://kwanzoo.com/content/Kwanzoo_One_Sheeter.pdf
• Email Retargeting Solution Sheet:
http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf
• Account-Based Marketing Solution Sheet:
http://www.kwanzoo.com/content/Kwanzoo_Account_Based_Marketing_Solution_Sheet.pdf

37. Questions?
For more information, please contact us:
• Phone: +1.408.216.7025
• Email: info@kwanzoo.com
• Website: www.kwanzoo.com
• Find us on Social Media:
 Follow us onTwitter - @kwanzoo and @iyermani
 Connect with us on LinkedIn
• https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]
• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]
 Access more resources (including past webinars) on SlideShare
http://www.slideshare.net/kwanzoo
Visit Our
Website

38. Thank you for your time!

39. Campaign Budget & Spend Reporting
Sort Campaigns by:
• NurtureTouches
• Leads
• Average CPL
Real-time insights into
campaign budget,
spend to-date & ROI

40. Drill down by individual
creative – daily and
periodic reports.
Separate “Managed
Campaigns” view for
Agency Partners
Campaign Performance Reporting
Real-time Campaign
Performance Metrics
Real-time performance
data broken out by
Known MAP Contacts &
Anonymous Users

41. Ad ActivityTracking
Deliver ad activity by Known MAP Contacts to
your SalesTeam directly in your CRM platform

42. Rule
1
Rule
2
Rule
3
By 3rd Party IP-based data
(named account)
By 1st Party MAP data
(e.g. job title, lead score,
etc.)
Default content with lead
form
By Key Value Parameters in
the Referrer URL (e.g. text
ad offer copy, geo for live
event)
Rule
4
Persona-based Advertising with Kwanzoo

43. Campaign Budget & ROI Modeling: A Case Study
Kwanzoo has built out a very useful ROI and Budget Modeler tool that we use
to help our clients plan retargeting campaigns.
The modeler is downloadable here: http://www.kwanzoo.com/cms/lp/go/roi-budget-modeler/
To show how the modeler works, let us look at a quick case study.
A prospective client comes to us with the following scenario:
- A business that is primarily B2B
- 35,000 users on the in-house email list & 10,000 users on 3rd party list
- Wants to run a 3 month pilot of email retargeting and ABM serving persona-based ads to assess
programs and extend if “seeing results” (quality leads incoming)
- Kwanzoo will be responsible for buying the media

44. 1. Email Retargeting
2. Persona-based
Advertising
3. Account-based
Marketing [ABM]
CASE STUDY – ChooseYour CampaignType
In the first tab of the ROI and Budget Modeler, select
campaign solution types. Campaign type(s) that will
be run: Email retargeting, Persona-based
Advertising, & Account-Based Marketing (ABM)

45. CASE STUDY – Email Retargeting Campaign
Email Retargeting List Specifics:
- 25,000 users on in-house email lists
- 15,000 users on 3rd party email lists
- Serve 30 ads/user/month
- Initial campaign run for 3 months
The Modeler Shows:
1)Total Site Retargeting Budget for
Campaign: $10,872 [$3,624/month]
2) Projected Retargeted Ad Impressions
Served: 1.26 M
3) Estimated Leads: (low) 64 to (high) 126

46. CASE STUDY – Account-based Marketing [ABM]
Account-based Marketing [ABM]Target Account Specifics:
- Segment 1 (e.g. SMB) # ofTarget Accounts: 500
Employees per Account (Segment 1): 20
- Segment 2 (e.g. Mid-Market) # ofTarget Accounts: 50
Employees per Account (Segment 2): 150
- Segment 3 (e.g. Enterprise) # ofTarget Accounts: 2
Employees per Account (Segment 3): 1000
- Serve 15 ABM ads per employee per month
- Initial campaign run for 3 months
The Modeler Shows:
1) Total Site Retargeting Budget for Campaign: $14,262
2) Projected Retargeted Ad Impressions Served: 877,500
3) Estimated Leads: (low) 33 to (high) 66

47. CASE STUDY – Campaign Budget Summary
The “Budget Summary” tab provides a
high-level breakdown of display
campaign costs across all campaign
types being run.
For our case study, this shows
the combined budget for the 3
month email retargeting,
persona-based advertising, and
ABM campaigns.