Shutterfly and Dell are partnering to drive ROI through directed content and personalized communications. Testing showed targeting messaging and trigger cadence based on customers' first purchase can increase response rates by 48-700% and revenue per mailed piece. Lessons learned are that the welcome period is a time period, not a campaign, and analysis needs to be over the full period. Shutterfly provides end-to-end direct marketing solutions for Dell including creative development, production management, and using data to deliver personalized communications.

1. Shutterfly and Dell:
Driving B2B ROI
through Directed Content

2. Presentation Team
Chris Treacy
Dell SMB CRM
Jim Liszewski
Shutterfly
Laura Snyder
Shutterfly

3. Dell Direct Marketing Strategy
Small/Medium Business

4. Dell LCM Strategy
Enter – ‘Single Lapse’ 12
Enter – –transactions (From
months noFrom Welcome
Enter With 1st Dell
program
transaction
Activation)
Exit – transaction =>
‘Repeat Lapse’ 12 months no
Enter– With nd
Exit – With 2ndAfter22
nd
– With
transactions (From Develop &
Entertransaction
transaction 1 inquiry
Exit – With 1 => D&R
D&R
Retain)inquiry
–Exit – Purchase made =>
st Dell transaction
Exit Exit – 12months since
With 1 OR
OR
last purchase =>
Develop & Retain
No 2nd purchase made at
No 2nd purchase made within
Reactivation
OR
end of phase (12 months
3 monthsmonths without
Exit – 12 => Activation
since 1st purchase) =>
purchase =>
Reactivation
Disengagement/Dormant

5. Welcome Kit Positioning
Did You Forget
Trigger
•Base Systems
•Designed for Solutions
Dell Campaigns
Welcome Kit Explosive Offer
(studio/Inspiron) •Mobility
•Versioned by •TV •Hot Deals
Ratings •Efficient Office
Segment •Purchase •Special
and •Unified Storage
•Personalized Offer/Limited
driven variable
Reviews •12G
by system content Time
Email
W D R 1 2 3 4 5 6 S
Track
Day Day Day Day Day
5-7 14 21-28 29-72 90
DM Track W D R 1 2 S

6. Static vs Directed Content Test
• Test Overview
– Targeting/segmentation messaging impact
• Offer based upon first product purchased
• One product line segmentation based upon first purchase margin
– Trigger cadence impact
• Weekly to bi-weekly
• Results
– Test Performance by Line of Business
• One LOB 48% increase in response rate
• Two LOBs 200-700% increase in Rev/mailed
• Two LOBs had marginal decrease in response rate and minor
increase in Rev/mailed
* Sample size prohibits statistical validity, but directional results available

7. Dell SMB - SMB Welcome Kit
The primary difference in the two formats of Welcome Kits is the offer.
“Standard” Version “Targeted” Versions
• Offer is valid on multiple products • Offer based on first purchase product
• Content supports and emphasizes offer • For one product group, mail decision
based upon margin in first order

8. Lessons Learned
• Welcome LCM is a time period, not a campaign
• Analysis must be over the time period of your Welcome LCM and
not as a campaign analysis
– Not acceptable to look at once piece in a three touch process and compare
results. Only directional at best
• Always remember basic direct marketing principals of Test and
Control
• Ask your print partner for help and guidance

9. Shutterfly – Dell
Execution Process

10. Shutterfly Business Solutions
Shutterfly History Continued Growth
Shutterfly Business Global Presence
Solutions

11. The True Direct Marketing Spread
Development Production Production Costs
Creative Management/Admin
Change Management
Admin

12. Technology Workflow Process
Data Data
Repository Factory Document
Delivery

13. Dell SMB Execution Process
Date Received Production Mail Drop In Home
Relevancy + Recency = Best Case

14. Personalized Communications