This document discusses the challenges modern marketers face and lessons learned from Emailvision's experience. It summarizes Emailvision as a SaaS company for email and social marketing with over 7,000 clients sending 5 billion messages per month. The key lessons discussed are: 1) Move from mass mailing to targeted segmentation using data to personalize campaigns. 2) Automate segmentation for time savings and greater customer intimacy. 3) Incorporate social media channels by connecting email and social marketing. 4) Prepare messages for the growing number of mobile users to ensure a seamless experience across all devices.

1. Global SaaS Leader en
Email & Social Marketing
Relationship
Marketing
The New Challenges
of a Marketer today
Peter Schellaert
Country manager BENELUX

2. Who or what is
Emailvision?

3. Company at a glance
 SaaS for email & social marketing campaign management
 FY 2011 revenues €80 million
 40% organic growth
 Will reach 650 employees in FY11
 100 new clients / month
 7 000 clients worldwide
 Sending 5 billion messages / 350K campaigns / month
 Two acquisitions, ObjectiveMarketer and smartFOCUS
 Investing in long term product leadership
www.emailvision.nl

4. 100 New clients per month
www.emailvision.nl

5. Our Culture

6. www.emailvision.nl

7. Lesson #1:
Move from mass mailing to targeted segmentation
www.emailvision.com

8. The challenge: Transform data into
useable information
I need to
buy the
latest
Nike’s
www.emailvision.nl

9. The data puzzle
www.emailvision.nl

10. Campaign Commander CI
Retrieve customer data from 100+ million records, in seconds
www.emailvision.nl

11. Lesson #2:
Segmentation = automatisation =
marketer time-saving & greater customer intimacy
www.emailvision.com

12. Automation
Do you have this already automated today?
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13. Make your customers “Brand Advocates”
Lead Prospect Client Active Client Best Client Referral
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14. Customer Intelligence : Target & segment
Bulldozer approach Targeted
All States Local
• Pushed 355,945 • Pushed 119,798
• Opened 37,174 +117% • Opened 26,987
• Open rate 10.4 % • Open rate 22.53 %
• Click through 11,110 • Click through 14,634
+294%
• Click through rate 3.1 % • Click through rate 12.22 %
www.emailvision.nl

15. Lesson #3:
Incorporate Social Media Channels
www.emailvision.com

16. Combining social marketing with email
Places to Start
● Leverage your email marketing to build an
engaged community on your social networks
● Add social sharing in your email campaigns
● Build momentum on social networks for an
email campaign
● Listen to your customers and understand
their preferences when connecting with your
brand
www.emailvision.nl

17. Build your community on social networks
Over 8000 fans
joined in the first
2 days
Now there are
39,900 fans
www.emailvision.nl

18. Lesson #4:
Prepare your messages for mobile users
www.emailvision.com

19. Email on devices
Morgan Stanley: Apple iPad is one of the fastest growing new devices ever
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20. Email on devices
Create a seamless mobile experience
● Identify the customers who are reading
your emails on devices
● Ensure that emails are optimized for
devices in order to increase mobile
conversion rates
● Confirm a positive mobile web
experience beyond your emails
www.emailvision.nl

21. Monitor your deliverability to final inbox; mobile
or fixed
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22. www.emailvision.nl