The document outlines the concept of smart marketing, focusing on the benefits of email personalization, data utilization, and targeted messaging. It emphasizes the importance of using smart data to create personalized segments and messages to enhance customer engagement and improve marketing ROI. Examples of successful smart marketing campaigns illustrate the effectiveness of these strategies in achieving higher engagement and conversion rates.

1. SMART MARKETING WITH TED
Ted Bergstrom
Business Development Manager

2. AGENDA
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• INTERACTIVE DISCUSSIONS
• WHAT IS SMART MARKETING?
• SMART MARKETING IN-TOOL VIEW
• QUESTION & ANSWERS

3. EMAIL - INTERACTIVE DISCUSSION
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• Who has sent an email?
• Who has bought something online?
• Who sends emails to their customers and
prospects?
• Who makes money off those emails
directly or indirectly?

4. WHY DO WE LOVE EMAIL?
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ü Email has a wide reach
ü Email is measurable
ü Email can be highly customized
ü Email improves brand awareness & customer relations
ü Email has the highest ROI of any marketing channel

5. SMART MARKETING = PERSONALIZATION
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6. WHY PERSONALIZATION ?
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ü Personalization increases engagement
ü 72% increase in open rates
ü 81% increase in click through rates
ü 41% of consumers buy more when personalized
Source: Marketing Sherpa and MyBuys Consumer Study

7. PERSONALIZATION = RIGHT DATA + CONTENT + AUTOMATION
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8. SMART DATA
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Email Address: amy1970@gmail.com
Full Name: Amy Morris
Gender Female
Sign-Up Date: April 20, 2012
Purchase History: CRM CLIENT DATA
Click-Through Rate: 29%
Device Type: iPhone 5, Windows 7 Desktop, Firefox
Interests & Hobbies: Health & Fitness, Hiking
Date of Birth: June 8, 1970
Occupation: Freelance Graphic Designer
City of Residence: Portland, OR
Education: BFA, University of Washington
Annual Household Income: $130,000
Social Media Activity: Moderate
Social Media Influence: Moderate
Social Media Accounts: Twitter, Facebook
amy1970@gmail.com

9. IS YOUR DATA SMART?
• How are you using your prospect/customer data today?
• How are you gathering data on your target clientele?
• What data are you not collecting today that you’d like to be?
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IN TOOL VIEW - SMART DATA

10. SMART SEGMENTS
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• Smart Data provides the path to Smart Segments.
• Smart Segments allow for personalized offer
based on demographic, geographic,
psychographic, or behavioral information…
• ….a truly targeted offer to a segment based on
known data and interests
• The more you segment your data and refine the
approach the better results you’ll see.

11. DO YOU USE SMART SEGMENTS?
• Are you segmenting your data today?
• What data points have you found to be most useful for segmentation?
• Are there any other segments you are thinking of trying out?
• What data do you need to create those segments?
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IN TOOL VIEW - SMART SEGMENTS

12. SMART MESSAGES
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• Smart personalized messages delivered to email, mobile, social, and web
• Email deliverability increases with engagement
• Mobile is the new inbox…
• Smart Message coding – responsive client device rendering
• Social posting, subscriber sharing, influencers & brand advocates
• Technology that pulls in and displays web content - smartGET, xsltGET, RSS
• Advanced logic evaluate and display content personalized per subscriber

13. ARE YOU SENDING SMART MESSAGES?
• Are you pulling live content/blogs into your messages today?
• What have been your most successful email campaigns?
• How successful are your ‘batch and blast’ against targeting smarter
messages?
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IN TOOL VIEW - SMART MESSAGES

14. SMART INSIGHTS
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• In-depth reporting
• Simple-to-use tools to test
and measure, refine and
improve your results.
• Automated campaign
trends.
• List growth charts.
• Analytic tool integrations.

15. WHAT ARE YOUR SMART INSIGHTS?
• How do you determine an email campaign to be a success?
• What are the most important metrics you track when sending out messages?
• Are there metrics you wish you were tracking today but are not?
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IN TOOL VIEW - SMART INSIGHTS

16. 16

17. SUCCESSFUL SMART MARKETERS
Costco - High value campaign
• Shopping cart abandonment
• Click through rate over 20%
• Conversion rate of over 20%
• Drove additional 2.5% of revenue
SavvyMom - Lifecycle marketing & Mobile optimization
• Implemented welcome services - part of lifecycle approach
• Increased unique click rate 450%
• Responsive design on creative for mobile version
• Mobile viewers had 2x higher click rate than desktop users
Prep Sportswear - Personalization example
• Personalized subject lines
• Dynamic content for images based on favorite team
• 68% increase in unique open rate
• Click to open went from 20% to 40%

18. 18
1 = Poor & 4 = Awesome!
Smart Date 1 2 3 4
Smart Segments 1 2 3 4
Smart Messaging 1 2 3 4
Smart Insights 1 2 3 4
SCORE YOURSELF
HOW DO YOU SCORE?
12 – 16…
8 – 11…..
5 – 7……
1 – 4……
.. I’m a marketing Mensa!
.. I do alright
.. Hum…..
.. Ok, I need help Ted!

19. CONNECT FOR EXTRA CREDIT!
Rate yourself with the comprehensive Email Marketing Scorecard
http://www.whatcounts.com/scorecard
Download the Beginners Guide to Email Marketing
http://www.whatcounts.com/email-guideregcomplete
WhatCounts
WhatCountsEmail

20. Ted Bergstrom
Business Development Manager
tbergstrom@whatcounts.com