Session Presentation

1. Creating Loyalty in a
Fickle Market
Lisa Stratton, Microsoft
Devorah Saturen, T3
Windows Phone Microsoft confidential.

2. Agenda
1 2 3
Onboarding Ongoing Advocacy
4 Product Ecosystem
Windows Phone Microsoft confidential.

3. 1 2 3
Onboarding Ongoing Advocacy
4 Product Ecosystem
3 Windows Phone Microsoft confidential.

4. Be customer-focused in your approach
WHERE
WHAT
will they/should they
do they need to know?
look?
HOW WHY
should they use existing have new customers left
channels/paths? before?
Any additional business realities?
Windows Phone Microsoft confidential.

5. Windows Phone Onboarding Program
SMS
Welcome Welcome Zune Marketplace
#1 #2 Welcome Welcome
BUY 1 2
Help+How-to Insider Facebook “Get
WP.com App Started” Tab
Windows Phone Microsoft confidential. 5

6. 1 2 3
Onboarding Ongoing Advocacy
4 Product Ecosystem
6 Windows Phone Microsoft confidential.

7. Engagement is a continuing conversation
Monthly Partner Seasonal
Newsletter Freebies Promotion Offer Events
YouTube
Blog Buy Pages
videos
Help+How-to Facebook
WP.com Tab
Windows Phone Microsoft confidential. 7

8. 10 tips to improve
email performance
8 Windows Phone Microsoft confidential.

9. 1 Develop a flexible template
9
Windows Phone Microsoft confidential

10. 2 Add header links
Expose additional destinations without cluttering the primary message
Windows Phone Microsoft confidential. 10

11. 3 Enable clicks everywhere
Before
Logo & Header
Images
Text
CTA
Windows Phone Microsoft confidential. 11

12. 4 Test subject lines
Subject Lines Open Rate
Tips for your Windows Phone 13.0%
Welcome to Windows Phone 7 12.9%
Tips to jump start your Windows Phone 11.8%
Welcome to your Windows Phone 11.6%
Say hello to your Windows Phone 10.9%
Get started with your Windows Phone 10.8%
Welcome to Windows Phone. We’re glad you’re here. 10.2%
Tips to personalize, find your phone and more 9.6%
Personalize, take pictures and more with your Windows Phone 9.5%
Windows Phone Microsoft confidential. 12

13. 5 Make your subject line work even harder
Preview copy:
• First 37-80 text characters in the email
• Create at same time as your subject line
From:
Windows Phone Insider
Subject Line:
Update your phone for free to Windows Phone 7.5
Preview copy:
See top 10 new features of new release of Windows Phone
13

14. 6 Don’t be afraid to go below the fold
20.5%
26%
32%
Windows Phone Microsoft confidential. 14

15. 7 Give customers what they want
We found out it was video
23% 15%
Windows Phone Microsoft confidential. 15

16. 8 Keep it surprising
Catch the eye, clicks will follow
Windows Phone Microsoft confidential. 16

17. 9 Avoid “walls of copy”
The average customer spends <15 seconds looking at your email
vs.
Windows Phone Microsoft confidential. 17

18. 10 Customers will look for prominent CTA
Windows Phone Microsoft confidential. 18

19. 1 2 3
Onboarding Ongoing Advocacy
4 Product Ecosystem
19 Windows Phone Microsoft confidential.

20. Enable your customer to be your advocate
Windows Phone Microsoft confidential. 20

21. 1 2 3
Onboarding Ongoing Advocacy
4 Product Ecosystem
21 Windows Phone Microsoft confidential.

22. Ensure email strategy aligns
With product messaging and across all touchpoints
Email
Social Skins & Posts Retail
YouTube Offer Landing WP.com Banner
Channel Banner Page
Windows Phone Microsoft confidential. 22

23. 1 2 3
Onboarding Ongoing Advocacy
Design a periodic Continue the Enable your
and purposeful on- conversation customer to be
boarding program leveraging best your advocate
practices
4 Product Ecosystem
Align your email message with all touchpoints
Windows Phone Microsoft confidential. 23

24. Questions?
Windows Phone Microsoft confidential.

25. Thank you!
25 Windows Phone Microsoft confidential.