This document provides an overview of the Waterfall platform and insights into integrating email and SMS marketing. It discusses Waterfall's services, digital marketing growth trends, best practices for cross-channel integration, considerations for total cost of ownership, ideal product features, and case studies. Key takeaways include the importance of optimizing channels, collecting user metadata, communicating results, driving participation with incentives, and focusing on intuitive user interfaces.

1. Waterfall Industry* Insights
Kane Russell, VP of Marketing
Waterfall
* SMS For Email Service Providers

2. The Waterfall Platform
Waterfall Mobile Corporate
๏ Founded August 2005
๏ Offices in SFO (HQ), NYC & Austin
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & Twitter
๏ New updates available @ www.waterfall.com
๏ Mobile personalized engagement
๏ Custom application development
๏ Short code provisioning, certification
& audit management
The Waterfall Platform

3. Reference Clients & Brand Campaigns

4. Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways

5. SMS & Email Integration
Source: Strongmail, 2012
Yes
43%No
57%
Businesses that have
integrated SMS and email

6. Digital Marketing Growth in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652
$4,995
$4,217
$3,453
$2,760
$2,119
$1,590
$2,468$2,262$2,066$1,875$1,694$1,510
Email marketing
Social media marketing
Mobile marketing
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)

7. Digital Channel Reach
Source: Mashable, 2012
98%
SMS
Opened
FB News Feed
Viewed
16%
Tweets Viewed
29%12%
Emails
Opened

8. Digital Channel Immediacy
Source: Mashable, Mass Mailer, 2012
98%
SMS messages
opened within
3 minutes
50%
Emails
opened within
6 hours

9. Digital Channel Visibility
Source: Mashable, Hubspot, 2012
Avg # of times
people check
their phone daily
FB users who
log in minimum
once per day
58% 43%
People who
check email more
than 4 times daily
150

10. Approach To Email & Mobile Integration
Source: Strongmail, 2012
Use mobile optimized web pages
Capture mobile number during email sign up
Use mobile optimized templates
Cross-channel email and SMS 21%
22%
25%
32%

11. From Multichannel To Cross-Channel
Cross-channel marketing CRM places
consumers at the center of the
conversation, targeting messaging based
on channel preference and permission.
Multichannel marketing CRM is the
use of different and disparate
channels to simultaneously push the
same message to the consumer.
Channels
Brand
Channel Channel
Channel
Brand}}CONSUMER
CONSUMER

12. Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways

13. The Choice
ESP creates an SMS
enhancement to an email
platform platform using
in-house resources.
ESP purchases SMS
capabilities from a vendor
and integrates into an
email platform via API.
Buy
Build

14. Total Cost Of Ownership (TCO)
Software
Compliance
Support
Innovation
Analytics
Speed to market
Sales expertise
All of the following are crucial for an effective
integrated email/SMS solution:

15. Risks Of Ignoring TCO
TCO Factor Ignorance Risk
Software Non-competitive short-term solution.
Compliance Legal fines and fees.
Support Unprofitable SMS and email integration.
Innovation Non-competitive long-term solution.
Analytics Unable to compute ROI.
Speed to market Customers switch vendors.
Sales expertise Insignificant revenue increase from integration.

16. Proper TCO Approach To Maximize ROI
TCO Factor Approach
Software Think business model / core competence first.
Compliance Acknowledge as a full-time job.
Support Develop portfolio of mobile-specific resources.
Innovation Take a long-term view.
Analytics Share insights from email and SMS.
Speed to market Minimal hassle scalability is crucial.
Sales expertise Be prepared to talk the talk.

17. Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways

18. Short Codes
1. ESP should select and provisions its own dedicated short code.
2. During the 8-10 week provisioning process, ESP uses a vendor or aggregator shared short code for testing.
3. Once live, ESP packages and sells campaigns on the ESP’s dedicated short code to its clients.
4. ESP develops necessary infrastructure to offer and manage a dedicated short code for high volume clients.

19. Keyword Lookups
An example keyword lookup interface. As the user adds a letter to the keyword,
the system automatically updates to inform the availability.

20. Mobile Subscriptions Toggle
Single opt-in where end users
subscribe simply by texting the
keyword ATTSHOUT to the short
code 44144.
Double opt-in where subscription does
not occur until after the end user has
taken an additional action, in this case
replying “Y” to an SMS prompt.

21. Basic Text And Dynamic Content
Static Content
(e.g. Basic Text Response)
Process: content creator sets content; user
requests content; content sent to user.
Dynamic Content
(e.g. Dealer Locator)
Process: content creator sets content; content
connects to external data source; user requests
content; application requests information from
external data source; content delivered to user.

22. List Management
1
2
3
4
1 Keyword filtering
2 Metadata selection
3 Targeted blasts
4 Subscriber numbers

23. Analytics
1
2
3
4
5
1 MTs
2 Delivery
3 MOs
4 Clickthrough
5 Export

24. Tactics
List Management
Sync subscriber lists with
appropriate batch cycle
Product Development
Offer solutions not
officially released within
the user interface
Customer Acquisition
Start by providing current
customers with an upsell
into their account

25. Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways

26. Heineken: Online Opt-in

27. Heineken: Online Opt-in
Takeaways
Do
• Integrate SMS/Email Sign
Up
• Include metadata
collection fields
• Respond immediately
Don’t
• Disregard the importance
of sign up incentives

28. PETA: Text “Y” Action Alerts

29. PETA: Text “Y” Action Alerts
Takeaways
Do
• Channel optimization
• Metadata integration
Don’t
• Forget to communicate
results or outcome

30. Example: Results Communication
Text

31. Constant Contact: Crawl-Walk-Run
Takeaways ...
Do
• Drive participation
with non-monetary and
monetary incentives
Don’t
• Fail to promote across
channels

32. Constant Contact: Crawl-Walk-Run
Takeaways ...
Do
• Integrate features over
time
Don’t
• Risk losing momentum

33. Bronto: User Interface

34. Bronto: User Interface
Takeaways ...
Do
• Focus on the intuitiveness
of the user interface
Don’t
• Fail to provide mobile-
specific content and
resources for your
customers

35. Art Of The Call To Action
Comprehensive gallery of mobile calls to
action with commentary in order to
understand best practices and ROI.
http://artofthecta.com/

36. Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case Studies
5. Takeaways

37. Four Steps To Effective Email + SMS
1. Implement
2. Integrate
3. Interact
4. Iterate

38. For more information visit www.waterfall.com
Contact us directly @ marketing@waterfall.com
Further industry insight available on our blog @ waterfall.com/blog/
More resources @ http://bit.ly/mobileindustryguides
Discussion