View this presentation to learn how direct access to customer data stored in SAP CRM can transform the way email communications are created and dramatically increase open, click and conversion rates. StrongMail email experts walk through several “before and after” examples of how integrating CRM data into email communications can change the way email marketing is perceived by your customers and drive increased engagement and revenue.

1. PROPRIETARY AND CONFIDENTIAL
Best-in-Class Email Marketing with SAP CRM
November 10, 2010
Ryan Deutsch, VP of Strategic Services

2. PROPRIETARY AND CONFIDENTIAL
Who is StrongMail?
• Leading provider of online marketing solutions
for email and social media.
• We enable our clients to boost the effectiveness
of their marketing campaigns, while saving a
significant amount of money.
• Our products and services provide an end-to-end
solution for some of the world’s biggest brands.
Over 500 Customers

3. Proprietary and Confidential |
» CRM and the Email Channel
» Why Integrate?
» What is Integration?
» Trends Impacting Email Marketing
» Examples of CRM Powered Best-In-Class Email
» Q & A
Agenda

4. Email Marketers to us: HELP!

5. …and it is the Enterprise asking!

6. Only 20% “Say” they are dynamic…

7. Lets “Geek Out!”
Email Messaging
Effectiveness Index

8. SAP CRM + StrongMail = Integration drives
Campaign Execution
Enterprise Messaging Made Easy:
• Minimized data transfer time
• Single source of program data
for campaign analysis and
further segmentation
• Full-featured dynamic content
• Response tracking
• Email send, delivery and bounce
management

9. 1. Ad Avoidance
2. Sophistication GAP
3. Unstructured Data / Social CRM
4. Engagement
5. Increasing Investment in Channel
6. Email Alternatives Growing
7. Integrated Marketing
Trends Impacting CRM & The Email Channel

10. Trend #1: Ad Avoidance
Why CRM integration is so critical
• Consumers continue to “tune-out” as Inbox clutter continues
» Open Rates: 77% of all email not read
- Travel and Hospitality based open rates, 2009
» Click Rates for Travel and Hospitality: 5%
- How much of your list is “inactive” – 30%, 40%, 50%
• List fatigue & churn increase
» Industry average is 33% annually according to EEC

11. Trend #2. Sophistication Gap Widens
CRM application enhances customer expectations
Consider changes to Forrester's EMR (July, 2010)
»Considered globalization as part of business process governance.
»Created new business criteria to evaluate program strategy.
»Expanded analytics business criteria to include advanced
measurement.
»Replaced customer with user in the customer experience
evaluation.
»Included social media in what makes users value emails.
»Created a user criterion for mobile presentation.

12. EMR Analytics Scoring Methodology
Email programs are scored based on CRM integration

13. Meet Seth
Social Graph:
Facebook: 523 Friends
Likes: Omaha Steaks,
Edible, Bing Cashback
MySpace
Plaxo
Photo Bucket
Insights:
Young, engaged, price
sensitive.
Invite to Facebook page.
Long-Term
Opportunity:
Product Upgrade
+$1,200 LTV
Increase frequency:
+$1,500 LTV
Tap into social graph:
+$6,000 LTV
Loyalty Profile:
Born 2/80
Cincinnati, OH
DIY
Heavy User: 4/5
Experience Analyst
Loyalty Activity:
105 Credits
Community Post: 4/27
Survey: 3/9
Rated Products: 5
Email/Social Activity:
Newsletter: 7/9
Rebate: 4/12
Contest: 4/6
Retail Offer: 1/3
Trend #3: Unstructured Data, SCRM

14. “An understanding of and participation in the common passion that connects our best
customers to our brands, their communities and social web as a whole”
Trend #3: Unstructured Data, SCRM

15. Trend #4: Engagement Comes Into Focus
Customer Relationship Metrics are Changing
Measurement is evolving to include “engagement” –
This engagement must be tracked in the CRM System

16. Trend #5: Email Marketing Investment Increasing
Despite Lower CPM Rates
Increased adoption of targeting & analytic-driven
approaches
»New Data Sources (CRM Integration)
»Data Analysis/Analytics
»Content/Program Development
»Personnel & Expertise

17. Trend #6: Email Alternatives Growing
• Generation M or Y – The Internet Generation Takes
Over (8-18 year olds take control)
• Mobile
• Social
• Group Buying (Groupon)
• Flash Sales (Rue La La, HauteLook)
• Proliferation of devices creates new challenges in terms
of relevancy and rendering
• Offer choices – what they want when they want it, how
they want it

18. Trend #7: Integrated Marketing
a) Centralization/decentralization struggle continues.
Buying power still decentralized
b) Data knowledge & access remains an issue
c) Complexities Increase
• Automation & integration
• Data reconciliation

19. Examples of CRM-Powered
Best-in-Class Email Marketing
Proprietary and Confidential |

20. Messaging Based on a Shared Passion

21. CRM Powers Personas = Segments

22. • Prime “real estate” used to call
attention to preferences
• Stressing Customer-Centric
Approach
Preference Management

23. Preferences Inform Email and Other Channels

24. CRM Data Powers Relevance
• Acknowledged loyalty &
created added benefits
» Timely, personalized
» Thanks you for business
» Offers a valuable
discount
• Increased Personalization
» Subject Line
» Body
• Enhanced/Streamline
Ordering to Improve
Conversion

25. Advanced Personalization
» Progress Towards Rewards
» Mileage Balance
» Targeted Offers
» Triggered Communications
» Loyalty Focus
» Subscription Management
CRM Data Powers Relevance

26. CRM Data Powers Relevance

27. Email & CRM Data 101
• Design
»Crisp & Clean
• CRM Triggered
»At Subscription
»At Sales Event
• Delivers
»Up-sell
»Education
»Support

28. Email & CRM Data 101
A few months
later…

29. in between…
Email & CRM Data 101

30. What Would Have Been Nice To See…
• Automated Welcome
• Communication Stream
»Welcome
»Applications Sales
»Education
»Support
• AND CONTENT BASED ON
MY NEEDS!!!

31. • Recommendations
• Loyalty
• Save Favorites,
Update My
Shockwave
• Solicit UGC
• Store in Profile
Email & CRM Data 101

32. Delivery
Rate
Unique
Open
Rate
Unique
Click-
Thru
Rate
CTO
Rate
95.8% 15.9% 3.1% 19.1%
Delivery
Rate
Unique
Open
Rate
Unique
Click-
Thru
Rate
CTO
Rate
95.6% 59.6% 22.3% 37.3%
Email & CRM Data 101

33. Questions?
• Visit www.strongmail.com
• Whitepapers
• Case studies
• Webinars
• Blogs
Ryan Deutsch
VP of Strategic Services
StrongMail
(650) 421-7124
rdeutsch@strongmail.com
Twitter: @rdeutsch