The document discusses lifecycle marketing, emphasizing its importance in delivering the right message to customers at the right time using data-driven strategies. It highlights examples from parenting.com, showcasing effective email campaigns that improved engagement and conversion rates. Key objectives include leveraging customer data for relevant content and optimizing automated communications throughout various consumer stages.

1. Baby Oh Baby! Lifecycle Marketing That Starts at the Zygote Stage January 21, 2010

2. Speakers Rachel Fishman Feddersen Editor-in-Chief, Parenting.com Heather Vessey Email Marketing Senior Manager, Bonnier Corp Loren McDonald VP, Industry Relations, Silverpop

3. Agenda Lifecycle Marketing Overview/Background Examples Parenting.com Case Study

4. Lifecycle marketing is fundamentally about…

5. Right Message at the Right Time

6. Timing is subscriber / customer based… Not marketer centric

7. Data as Foundation Explicit Data Implicit Data

8. Automation and Rule sets as the Enablers

9. Why Lifecycle Marketing?

10. Batch and Blast is the Past

11. Hope is Not a Strategy

12. Key Trends Driving the Need to Change…

13. Overloaded Inbox

14. Channels Are Exploding

15. Email Needs to be a Conversation

16. Consumers Have More Choices

17. Irrelevant vs Relevant Higher Expectations From Marketers

18. And Lifecycle Delivers a Better ROI

20. Examples

21. Lifecycle Stages

22. Lifecycle can be: Consumer stage Relationship stage Or both

23. Welcome - Incentive

24. Welcome – Getting Started

25. Post Purchase – Pre Use

26. Post Experience – Repeat Purchase

27. Happy Birthday

28. Cart Abandonment 48% lift Click through rate 129% lift in Net Conversion rate 10.4% of the total revenue from email marketing While representing only 2.7% of the total email volume Source: Diapers.com

29. Thank You 60% Open Rate Nearly 3X avg 60% higher conversion rate than overall average Source: Fabric.com

30. Parenting.com Case Study

31. Parenting.com: Who we are The digital sibling in The Parenting Group family

32. Digital Award Nominations MPA: 1st Place Best Web-Only Tool ( Child Health Guide ) ASME: Nominated for General Excellence Online Partnerships & Buzz Regularly featured on CNN.com, Yahoo Shine and The Weather Channel PTA Partnership: Reflections Gallery Mom Congress: Moms Making a Difference What’s New at Parenting.com Partnerships & Buzz Morning Show Partnerships Digital Award Nominations

33. Timely & Seasonal Content Launch of Model Search Launch of two new blogs: The Split Family Budget Boot Camp Toys of the Year Holiday Hints Newsletter What’s New at Parenting.com Partnerships & Buzz

34. Growing and gaining momentum – with newsletters an integral part of the growth strategy Source: Omniture Holiday Newsletter Daily Pregnancy Planner Trying to Conceive Relaunch

35. Parenting.com readers Our visitors are moms or moms-to be. Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents) 91% have at least one child in the HH with an average age of 2 80% are married 49% graduated college Median age 31 36% quit working to be a stay-at-home mom Of those that work, 80% work outside their home while 20% work at home full time or sometimes On average 55% visit Parenting.com once a week or more 15% are currently expecting a child

36. They travel a path we know well The Mom Stages: Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years

37. The Newsletters Weekly: Trying to Conceive Daily Pregnancy Planner : Babygram Weekly: Ages & Stages Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years

38. Goals of the Life Cycle Campaigns Content relevant to life stage Increased open/CT rates and page views Scalable template and date logic

39. Trying to Conceive

41. Daily Pregnancy Planner

42. Daily Pregnancy Planner: Welcome Email Open Rate: - 51.66% CTOR: - 49.66%

45. Daily Pregnancy Planner: Week 20, Day 3 Automatic sweep from last DPP template into first template of Ages and Stages based on due date

46. Ages and Stages

47. Due date and source are taken from DPP to start the campaign Campaign closes out at 24 months of age

48. Visual and Text-Based Clues

49. Open & CTRs for Lifecycle Campaigns

52. 3 Keys

53. Capture & Leverage the Data

54. Engage With Customers

55. Automate & Optimize

56. Contact Information Heather Vessey [email_address] Rachel Fishman [email_address] http://www.facebook.com/Parenting Twitter: @parenting Loren McDonald [email_address] Twitter: @lorenmcdonald and @Silverpop Presentations: www.slideshare.net/silverpop