This document summarizes an email marketing webinar presented by Fluent, Inc. and Wingstop. It discusses the many different types of companies that make up the email marketing landscape, including those that help with email subscriber acquisition, validation, deliverability, customer analytics, recommendations, and real-time content personalization. Emerging areas discussed include send time optimization, weather targeting, video, language optimization, and offline purchase attribution. The document encourages attendees to visit the presenters' websites or download a free email marketing resource for more information.

1. Making Sense of the Ridiculously
Over-Complicated Email Marketing
Landscape!
January 21, 2015
Brought to you by Fluent, Inc. and Wingstop

2. JORDAN COHEN
CMO
Fluent, Inc.
Your Hosts
ERIN LEVZOW
Director of Digital Marketing
Wingstop Restaurants, Inc.

3. What is the future?

4. The One

5. THIS

6. Makes you feel…

7. Email Marketing Itself Goes Well Beyond This

9. Email Subscriber Acquisition
What They Do
Accelerate list growth through
confirmed opt-in advertising on 3rd
party websites
Integration
Real-time data transfer and
triggered welcome email from
ESP upon opt-in
Differentiators
Ability to drive scale; quality of
new sign ups delivered; vertical
expertise

10. Email Validation & Hygiene
What They Do
Ensure email address integrity,
resulting in fewer bouncebacks
and deliverability challenges
Integration
Real-time validation on web forms
during data entry; file uploads to,
and scrubs of, databases in ESPs
Differentiators
Speed of validation; data accuracy

11. Deliverability & Rendering
What They Do
Monitor inbox delivery rates and
analyze deliverability challenges;
offer rendering previews across
mail clients
Integration
Many are embedded directly
within ESPs or are a feature or
app that can be turned on
Differentiators
Methodologies and accuracy of
reporting; scope of mail clients
covered

12. MTAs
What They Do
High volume and velocity email
delivery; often used for triggered
or transactional programs
Integration
Embedded directly as delivery
layer within ESPs or integrated
with websites for transactional
emails
Differentiators
Volume over time (per hour, per
minute, etc.); deliverability

13. Email Agencies
What They Do
Consult on email marketing
program and campaign strategies
and/or serve as outsource email
marketing departments
Integration
Most have relationships with
preferred ESP partners
Differentiators
Scope of services, specialization
(full strategy, systems
integrations, vendor selection,
etc.)

14. Customer Analytics
What They Do
Centralize all customer data including
purchase, web behavior, and email
engagement to make email campaigns
more targeted based on customer
personas and propensities
Integration
Sophisticated customer segments in CA
platform and auto-populated into ESP
for campaign creation and deployment
Differentiators
Unique predictive algorithms; range of
data used (online, offline, financial, web,
etc.); omni-channel messaging
capabilities

15. Recommendations & Remarketing
What They Do
Dynamic generation of scheduled
and triggered 1:1 emails based on
users’ web browsing habits/interests,
search queries, and shopping carts
Integration
Campaigns setup within
recommendation/remarketing engine
automatically trigger emails through
ESP
Differentiators
Recommendations engines rely on
their own proprietary algorithms;
some only offer basic triggering of
messages

16. Real-Time Content
What They Do
Image personalization at moment of
open based on recipients’ times,
locations, and devices
Integration
HTML embed codes to add into email
templates; some platforms offered as
add-on features or apps within ESPs
Differentiators
Scope of real-time image
capabilities/features; professional
services; different complementary
offerings (video, monetization, website
personalization, turnkey HTML creation)

17. Emerging!
Send time optimization
Weather targeting
Video
Language optimization
Offline purchase attribution

19. This is the future!

20. Q & A!

22. Free Resource!
For more information and your free download of the
EMAIL MARKETINGscape:
http://www.fluentco.com/introducing-the-email-marketing-scape/

23. About Us - Fluent
Fluent helps marketers solve one of their most fundamental
challenges, constantly growing the “top of the funnel” with qualified
prospective customers.
Leveraging innovative ad serving technology and an expansive
publisher network, Fluent has helped hundreds of brands and direct
marketers acquire their best customers, with precision, at a
massive scale.
Visit us at www.fluentco.com.

24. About Us - Wingstop
What began as a small buffalo-style chicken wing restaurant in
Garland, Texas has grown into an international chain with more than
660 restaurants across the US, Mexico, Russia, Singapore, the
Phillippines, and Indonesia, with locations coming soon to the UAE.
Wingstop was an instant hit when it opened its doors in 1994, and
today is one of the fastest growing companies in the country.
For more information, visit www.wingstop.com or visit a location near
you!

25. Contact Us
JORDAN COHEN
jcohen@fluentco.com
ERIN LEVZOW
elevzow@wingstop.com