How do you evolve your program over time? With the challenges of just getting an email program out the door, sometimes finding time to do something innovative alludes us. Yet, we're keenly aware of the demands and expectations of our customer base and ensuring that we have the highest level of relevance and driving higher and higher results. Join noted author and a leading authority in email marketing in an energetic and insighful discussion on what you can do to drive your program to new levels, implement testing and think of strategy first and tactics second!

1. SIMMS JENKINS | CEO @BRIGHTWAVE

2. AGENDA
• Background & Context
• Incremental Innovation
• Cool Stuff
• 5 Closing Ideas & Action Items
• Q&A
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@SimmsJenkins
#emailsummit

4. 4

5. BrightWave at a Glance
Founded in 2003, Oldest, Most Established &
Decorated Email Agency. HQ in Atlanta, GA.
Full-service email, eCRM & cross-channel relationship &
revenue growth agency.
#1 for Client Satisfaction & Platform Expertise, “Best of
the Best” & “Leading Independent Email Agency” – The
Relevancy Group
Technology Agnostic: Only independent eCRM & Email
Agency with expertise in Adobe, IBM, Oracle &
Salesforce.
Blue chip client roster of leading & emerging brands:
Aflac, Chick-fil-A, Cox Media Group, Ferrari North
America, Mattress Firm, Panera Bread, Synovus & many
more.
Thought Leadership & Innovation: Author of hundreds
of articles, primary research, “The New Inbox” &“The
Truth About Email Marketing.” Creator of EiQ.
50-100 Employees | 15 Years of Consecutive Annual
Growth. Only Email Company on Inc. 5000 five
consecutive years.
Passion & Expertise: 94% Recommend BrightWave to
a friend | 94% Positive Business Outlook | 92% CEO
Approval

6. Our Clients

7. Innovation & Thought Leadership

8. What Customers Want
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9. What Email & eCRM Marketers Want
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10. Reality
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11. Email’s Distinct Marketing Super Powers
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13. WHAT IS THE AGE OF THE CUSTOMER?
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15. WHY INCREMENTAL?
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18. Brands Must Become Progressively Relevant
The cycle of revealing new customer
insights and developing increasingly
individualized communication continues
evolving without end.
This is where we start.

19. Set a goal.

20. Take the first step.

21. PROGRESSIVE
PROFILING
• A first step toward segmentation
• Use inbox preference collection
• Create a “state change” with
kinetic design for immediate
feedback
• Key: Subsequent touches
personalized
• Preference Centers generally suck
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22. 

23. Point Solutions
• Limited time investment
• No special skills required (no
developers needed, in most cases)
• Test and get results quickly and
easily
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24. Make a plan.

25. Innovation Release Planning – Service as a Software
26
1a
2a
4a3a
Taking a software release approach to
optimization and innovation requires advance
planning and regular revisions based on
performance results.

26. CTA
ATLANTA CHEFS ARE LOVING OUR CRISPY
CAULIFLOWER FRIES
Tuesday, August 8
YOU HAVE 3 FREE BOXES TO SHARE WITH YOUR FRIENDS – SHARE
THE LOVE
HOW WAS YOUR THAI STIR FRY? HOW WERE YOUR BLACK BEAN
TACOS?
Upcoming Order
Geo-Targeted
Profile Data
Order History
80

27. CTA
ATLANTA CHEFS ARE LOVING OUR CRISPY
CAULIFLOWER FRIES
Tuesday, August 8
YOU HAVE 3 FREE BOXES TO SHARE WITH YOUR FRIENDS – SHARE
THE LOVE
HOW WAS YOUR THAI STIR FRY? HOW WERE YOUR BLACK BEAN
TACOS?
Upcoming Order
Geo-Targeted
Profile Data
Order History
81

28. QUALITY TIME: CONVERSATION STARTERS
FOR KIDS
SAVE EVEN MORE TIME
WITH THE HELLO FRESH
APP
DOWNLOAD NOW
TIME SAVING
KITCHEN TOOLS
SHOP NOW
MEAL PREP:
TIPS &
TRICKS EXPERT HACKS
HEALTHY FAMILY:
SNEAKY VEGGIES
Persona Category
Order History
App Download
Status
Profile Data
82

29. INBOX
PREFERENCES
• Removes barrier to collection
• Removes necessity to build preference center
• Uses kinetic design to give user feedback
• Useful & engaging
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Take risks.

41. 5 CLOSING IDEAS & ACTION ITEMS
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42. 48

43. LET YOUR DATA GUIDE YOU
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44. EXAMPLE CAMPAIGN PERFORMANCE – CLIENT NAME
a
Audience Last Send Campaign Name Subject Line Delivered
Open
Rate
CTR
Unsub
Rate
Contractors 7-Jun-17 Loyalty Survey
Last Call - Rheem Contractor
Insights Survey |OR| Final Invite -
Rheem Contractor Insights Survey
4,759 29.63% 2.84% 0.15%
Distributors
5-Jun-17 Safety Glasses
PROTECH Parts and Accessories
Promoted Products
2,642 23.24% 1.14% 0.00%
9-Jun-17 Flaring and Swaging
New Product - Flare & Swage SPIN
Tools
2,640 24.47% 1.02% 0.00%
16-Jun-17
Fall Contractor Cash
Back
Mark your calendars for Fall
Promotions
2,636 27.24% 1.37% 0.11%
16-Jun-17 Warranty Update Warranty Update 2,636 30.05% 0.19% 0.04%
19-Jun-17 Water Sensor
PROTECH Parts and Accessories
Promoted Products
2,632 23.40% 0.87% 0.00%
28-Jun-17 Spring Kwik Comfort
Spring KwikComfort Rebates
Extended
2,625 22.29% 0.00% 0.00%
Pro Partners
7-Jun-17 Loyalty Survey
Last Call - Rheem Pro Partner
Insights Survey |OR| Final Invite -
Rheem Pro Partner Insights Survey
638 43.26% 4.55% 0.00%
20-Jun-17 Newsletter
Thank You for Being Part of Our
Team
751 56.86% 14.11% 0.00%
Service Notes 21-Jun-17 Tubing Vibration
RQRM-A060JK Discharge and
Gauge Port Tubing Vibration
107 57.01% 0.00% 0.00%
CLIENT: US Monthly Dashboard
Monthly Email Performance for United States
JUNE 2017
AIR
520,450
Total Pageviews
% increase from May
4300
500
3500
4500
3500
4500
0 2000 4000 6000
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
4.3
5
3.5
4.5
3.5
2.8
0 2 4 6
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
656
New Users
Compared to X in May
3,000
Pages / Session
% increase from May
New
Users
80%
Return
Users
20%
1.77%
Unique CTR
Compared to 1.28%
in May
27.85%
Unique Open Rate
Compared to 25.75%
in May
Delivery Rate
Compared to 99.64%
in May
99.75%22,066
Delivered
Compared to 38,770
in May
0.05%
Unique Unsubs Rate
Compared to 0.04%
in May
6.36%
Unique Action Rate
Compared to 4.98%
in May

45. CRUSH YOUR AUTOMATIONS
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46. Customer Welcome/Onboarding Series
GOAL: Onboard new member across portfolio
of products and offerings
SOLUTION: Creation of full lifecycle contact
strategy for CRM and new member
onboarding:
● 5-touch automated series across
portfolio of products
● Templated approach
● Dynamic content personalization
● Multi-product
● Multiple lines of business
1 2

47. Multi-Touch Product Campaigns
GOAL: Design and launch a proof of concept
multi-product automated nurturing series
targeting industry professionals
SOLUTION: Leverage marketing automation
and third party data partners:
● Automated educational product series
with lead funnel capture
● Subject line and creative testing and
optimization
1 2
Program activation including ROI validation

48. Automated Lead Nurturing & Onboarding
GOAL: Effectively onboard new members
from various segments as well increase usage
of the marketplace/platform
SOLUTION: Developed Welcome Series, Lead
Nurturing, and ad hoc Strategy, Creative &
Messaging Development that involved:
● Segmentation
● Automation
● Dynamic Content
● Personalization

49. GO FOR THE MID-FUNNEL
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50. Mid-Funnel Conversion Optimization
1 2 3 4

51. Mid-Funnel Conversion Optimization
1 2 3 4

52. INVEST IN BEAUTIFUL INBOX EXPERIENCES
58

55. Before
Creative Optimization
GOAL: Enhance existing Membership
Renewal program in order to drive
incremental gross revenue and increase
average order value
SOLUTION: Optimized renewal strategy
and developed new creative and
messaging that included:
● 3 Touch Series
● Animated .gif
RESULTS:
Increased Gross Revenue (+73%)
and Average Order Value (+96%)
After

56. Template Playbook
Secondary Headlines:
268x45px | 20-25 characters
Secondary Body Copy:
150-175 characters
Secondary CTAs:
195x33px | 20-25 characters
Recipe Background Image:
298x221px
Recipe Image:
298x221px
Recipe Headline:
383x65px | 75-80 characters
Recipe Body Copy:
180-190 characters
Recipe CTA:
152x25px | 20-25 characters
Social Icons:
26x26px
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Background Image:
600x84px
Logo Image:
191x39px
Hero Background Image:
320x67px
Headline Copy:
30-35 characters
Hero Body Copy:
200-215 characters
Hero Image:
309x285px
CTA:
141x31px | 20-25 characters
Promo Banner:
571x48px | 55-60 characters
Secondary Images:
265x135px
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Additional Tips
Web Safe fonts: Arial, Georgia, and
Helvetica
Non-web safe fonts are all
images/slices: Headlines and CTA’s
All body copy is live text
Dynamic areas: Person’s name and
rewards section, the quiz (supplied
by Live Clicker) & the recipe
Dynamic pieces (not to be altered):
Header & Footer
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59. 2
5

61. SELL YOUR PROGRAM (&
YOURSELF) DIFFERENTLY
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THANK YOU
@SIMMSJENKINS
@BRIGHTWAVE