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Presentation Overview
• webbula is an innovator in online marketing having
pioneered the combination of targeted email marketing,
smart SEO, cloud content linking, and social stimulation
• This multi-channel marketing platform is our product called
Whitebox
• Using Whitebox, webbula has targeted the payday loan
market and developed a branded site called SpotMeCash
• With a Social application called Vinnie™, stimulation
becomes linked with user’s social circle, enabling viral
branding and a unique opportunity to capture mass appeal
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webbula’s Data Universe
• Over 240 million profiles
– aggregated and cross-referenced data from
thousands of proprietary sources, enabling us to
offer the highest performing data available today.
• Nationwide
• Valid Data
– Validation and correction of street, city and state
– Standardized street prefix, suffix and secondary
address components
– ZIP+4 codes are enhanced, added if missing and
corrected
– United States Postal Service carrier Route Codes
are added
– United States Postal Service Line-of- Travel data is
added
– Delivery Point Bar Code data is added
– Undeliverable addresses are identified and tagged
• Over 100 targeted verticals
– Consumer
– Medical
– Residential
– Business
– Response Mail
– Resident/Occupant
– Opportunity Seeker
webbula enables our clients to focus on the
ad spend to target specific demographics
and behavioral segments
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Targeted Email
Email involves an Append &
Validation process, pulling sources
from multiple providers/properties
and combining with client PDB,
enabling targeted email campaigns
to a wide audience.
Our proprietary email platform
ShureMail is the most
comprehensive and cost-effective
permission based email marketing
suite available
Non-Branded
Permission
Pass Email
Branded
Permission
Pass EmailPDP
Permission
Database
Email
Append/Valida
tion
Email Validation
-> validated leads
FIG. PERMISSION
PASS Fulfill
Broadcast
Influencer marketing identifies people who have
influence over potential buyers and orients marketing
activities around them. The goal is to leverage their
connections and relationships to evangelize a product
or service and drive business goals. There are three
ways to identify your influencers: monitoring, data
appending and quantitative identification.
FEATURES OVERVIEW
Build and Manage High Quality Lists:
List sign-up form
EZ list import
Automatic subscribe / unsubscribe
management
Confirmation of opt-in subscribers
Manipulation and segmentation of
customer/prospect information
Easily changeable "From" email address, and
ability to include separate "Reply to" address
Multiple sign-up forms to easily set-up,
launch and manage various lead capture and
list growth forms.
Launch Successful Campaigns:
Automatically format and deliver HTML, text
e-mail or multipart messages
Enter text using an HTML editor
Choose from a selection of professional
HTML e-mail templates
Upload and store images in ShureMail
Insert multiple mail merges
Send and Track E-Mail:
Target e-mails based on interests,
demographics, or custom questions with
ShureMail filters
Personalize each email automatically
Send yourself a preview e-mail
Schedule campaign transmission date and
time
Track and flag invalid e-mail addresses
automatically
Export list or individual responder
information for offline marketing or internal
analysis
Real-time tracking reports
New: Easy integration with Google Analytics
Private IP address
Advanced Features Include:
Multiple lists per database with custom fields
for each database
Supports multiple account users
Tagging capabilities to organize transmissions
and messages
Date-based Triggered automated messages
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Socializing your email
Incorporating social components into your email
communications provides a mechanism for easily
and effectively expanding the reach of your email
program beyond your email subscribers. But in order
to achieve that incremental reach, it is necessary to
have a plan – a real strategy.
Some marketers choose to include SWYN (share with
your network) links in their emails – almost as a
glorified forward-to-a-friend. While some have seen
minimal success with this approach, especially at the
on-set when it was pretty new, others are finding
that performance has started to normalize and isn’t
as impactful as it once was. But all is not lost.
Leveraging social media in your email campaigns can
be very successful if you include content that is
compelling and viral in nature. In brief, making
content shareable is not enough – you need to make
it share-worthy. And that will take some testing on
your part to determine the right approach, content
and/or offer for you audience.
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Social Stimulation
• Most Facebook users have 180 friends and by
leveraging our ability to communicate in other
means than just direct mail we can virally grow a
segment of users.
• These days, we connect with each other as a form
of entertainment. Websites like Facebook,
MySpace, LinkedIn and Twitter all allow people to
create and manage a very large number of
connections with others. You can suddenly keep
up with more people than ever before, without
picking up the phone or even dashing off an
email.
Social Application Development:
• Help gain 1,000’s of members daily through our
group-publishing and permission email network
• Create a viral social community presence
surrounding financial and payday loan
opportunities
• Create a social sign up opportunity to drive traffic
to a website or application
• Leverage the community presence for custom
application implementation, sign up vehicle and
stand-along community
• Members Promotion on Special Offers
DID YOU KNOW…
“Of marketers planning to
increase budgets in 2011, 89%
will increase spending in email
marketing, folowed by social
media at 92%”.
Marketing Trends Survey, June 2009
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Whitebox + Money Lenders Vertical
• webbula initiatives:
– Identify Brand-able site strategy
– Build a website targeted to the financial track
– Turn traffic into a ‘pre-stocked pond’ of customers
• Retargeting works hand in hand with our
PPC/SEO efforts. As we drive organic and paid
traffic to our web properties we are going to
encounter many people that do not convert
(submit a lead). Instead of allowing them to
disappear into cyberspace, we will create an offer
through our social app (Vinnie) to compel a
signup.
• Expected Conversion Rate: 15-18%
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Building a Brand for a Lead Generation Site
• Researched and Developed an
approach to building a brand
• Hired an agency specializing in
Brand and Creative Development
• Listened to feedback from test
audiences to achieve maximum
response rate
• Generate content that is relevant
to the audience, not merely the
SEO value
CREATIVE
PARTNER
11. A trusted Brand
comes with an
identity and business
plan that sets it
apart from the
competition
SpotMeCash is the
neighborhood
friendly payday loan
place that feels like a
franchise you can
trust.
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Roadmap to Traffic
• Site Launch Nov 1st
• Email creatives sent
to 250,000 known
payday loan clients
• Goal of 100,000 site
subscribers with
social profiles
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Who is Your Heavy?
• When you lend money to a
friend or family member,
how do you keep track of it?
• Vinnie gives collection a
sense of humor, while
leveraging social tools to
invite people to get some
insurance on their personal
loans
• Perfect opportunity to
profile individuals with
financial difficulties
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Appendix
Our Partners
Our Peers
Concerns and
Resolutions
Email
Performance
Immediate
Reputation
Feedback
Proprietary
Delivery Status
Engine
webbula +
SpotMeCash
About webbula
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Our Partners
• Pivotal Veracity
#1 rated: inbox tracking, email rendering, email
reputation, email whitelists, and email
engagement analysis
• Return Path
Improving email delivery and avoiding email
blacklists
• StrongMail
Enabling businesses to reach, engage and
influence their target audience
PREPARED FOR: 10/15/10
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SERVICE PARTNERS
— Gathered intelligence gives
instant insight into how to
improve the performance of a
campaign.
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Our Peers
• Axciom
Provides range of information services and
products geared towards enterprise data
management and retrieval.
• InfoUSA
30 years' experience providing mailing lists
and email lists to businesses of all sizes
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STRATEGIC
PARTNERS
• Melissa Data
Quality management tools, mailing software,
consumer and residential mailing lists,
address verification, and NCOA services
• Cognitive Truth Database
Marketing technology company recognized as
the industry leader in next generation data
accuracy technology
• webbula represents, cleans and manages over 80% of our
partners internet marketing data.
DID YOU KNOW…
“A study by Return Path indicates
that more than 80% of delivery
problems are caused by
reputation”.
George Bilbrey,
GM of Delivery Assurance, Return Path
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Concerns and Resolution
Concern Resolution
Will the campaign hurt the brand as
intended recipients do not expect to receive
the email solicitation?
– Disclosures at the time of opt-in do not set the
expectation
– Difficult to monitor all disclosures as there are
many co-reg sites
– Validation email does not reference agreement
to receive 3rd party emails
• Source emails only where recipient has specifically opted-in to receive the emails from 3rd party
partners.
• Contractually ensure that above is followed for all the source co-reg sites.
• Validation email can be customized to suit SpotMeCash needs.
• SpotMeCash branded email can remind the recipient that they have opted-in to receive the email.
• Monitor the test results for adverse impact to the brand.
SpotMeCash runs the risk of being labeled
as spammer resulting in domain being
blocked for even customer emails
• If webbula is used to broadcast the emails, they will use their own domain thus there will be no impact
to SpotMeCash.
• webbula has close relationship with top ISPs that is leveraged to provide reporting on spam
complaints/spam blocks and guidance on lowering spam complaints.
• webbula’s internal Deliverability team uses real-time mail queue monitoring to identify and resolve
issues such as blocking and throttling in real time.
Likely to show poor results increasing CPA
– Questionable data quality
– Email append works well when there is a pre-
existing relationship
• The planned test will leverage offline intelligence to the offer right incentives to the targeted
population thereby improving the results.
• Examine the test results to validate the above.
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Email Performance
Investing time and attention
in best practices can
dramatically improve your
email programs; however,
keep in mind that email best
practices are constantly
evolving along with email
marketing itself. As such, it’s
extremely important to make
the effort to stay current
with this dynamic channel.
• Data is the key to creating a relevant
experience for your subscribers.
• In the quest to get your hands on as much
data as possible, sometimes information
goes by the way-side and the recipient can
become frustrated.
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Immediate Reputation Feedback
Reputation management is critical before/during/after a campaign
Proprietary tools provide real-time insight, allowing for intervening action
Asking subscribers what they want
and then not honoring it will damage
the trust you’ve built.
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Proprietary Delivery Status Engine
• Proprietary Failure Code
categorization
• Attaches meaning to failures
• Allows for intelligent invalidation rules
Consumers do not discern between the
experience they have with your email versus
your front line staff versus your call center
team. All of those interactions are a reflection
of your brand and impact their impression of
you. Taking a step back and looking at how
email fits in to that overall experience is
paramount to long-term program success and
customer satisfaction.
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Webbula + SpotMeCash
• Combining an easy-to-use email marketing application, high-
performance delivery system, viral-marketing tool, social
media integration, and a wide range of deliverability,
strategic and supporting services
• Deep database continuum with multiple sources for each
online record.
– Supplied largest data companies with 80% of their online data
– Cognitive Data processed
• Current relationships within the financial money-lending
space provides multiple daily feeds
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About webbula™
webbula is an enterprise customer intelligence company
that turns historical online activity into the greatest
potential for sales. We help organizations sell, brand and
contact the best potential customers via the web, email
and social connectivity. We are recognized as a trendsetter
in email data, list development/management, and
connecting everything™ with an eye toward the future.
Our products and services are trusted by dozens of leading
brands and business partners such as StrongMail, Axciom,
InfoUSA, extending to ABC, Amex, AT&T, Comcast, and
Time Warner. You can learn more about webbula products
and services at webbula.com or by calling 1-888-993-
2285.
WEBBULA, SHUREMAIL, AND WHITEBOX ARE REGISTERED TRADEMARKS OF WEBBULA LLC.
IN THE UNITED STATES AND OTHER COUNTRIES. ALL OTHER TRADEMARKS AND REGISTERED
TRADEMARKS ARE THE PROPERTIES OF THEIR RESPECTIVE OWNERS.
