Leveraging email to speak to your audience in a noisy media world

1. © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Managing “The Conversation” between Brand and Customer in a Web 2.0 World How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention Ali Margello Business Development ExactTarget, Inc.

2. Selling to the “Connected” Consumer WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions

3. How in the World is this Possible?

4. Media Evolution <1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

5. Each day, the average consumer is exposed to 1600 ad messages .

6. Websites Have Become The Hub of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Corporate Website

7. How are You Managing the Conversation?

8. Prospect The Customer’s Journey can Start Anywhere Prospects and Customers Customers Direct Media Branding Media TV Print Radio Outdoor Cinema Website Events Online Ad Direct Mail Email SEO / PPC Social Media Mobile DRTV DR Print Catalog

9. Email is the Foundation of 1-to-1 Marketing

12. Why Email?

15. The Email ROI Story… Email has the highest ROI of any direct marketing channel $45.65 ROI 2008* $57.25 ROI 2005* *SOURCE: Direct Marketing Association $51.45 ROI 2006* $47.56 ROI 2007*

17. Consumers Define Spam 50% 48% *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive 56% consider messages from known senders to be spam if they aren’t “interesting” consider messages from known senders that are sent too frequently to be spam are using “report spam” buttons for reasons other than to report unsolicited email

19. EMAIL SPAM CHAT RSS SMS ----INBOX 2.0----

20. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication

21. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication

23. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication

26. Mobile Capture

27. List Growth = Lift Increase your list by 5, 10 or 25% annually.. . … and get the same lift in conversions! What’s that worth in $?

28. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication

29. Two elements for success

30. Technology always wins

31. Marketer Sophistication Defined Relevancy = Sophistication

32. Increase Revenue w/ Relevancy

33. What the pros doing?

34. Relevancy Equals Success

35. Tactics to Drive Relevancy

42. Real-Time Content Optimization

44. Papa Johns - Social Integration