Email is MediaEmail is MediaHow to Integrate Email Media into

Your Multi-Channel Mix

Moderator:Moderator:

John Engler, Vice-President, UnsubCentralJohn Engler, Vice-President, UnsubCentral

Panelists: Panelists:

David Baker, Vice President, Email Solutions, Avenue A RazorfishDavid Baker, Vice President, Email Solutions, Avenue A Razorfish

Steven Cho, Marketing Consultant, Reunion.comSteven Cho, Marketing Consultant, Reunion.com

Kent Phillips, Marketing Director, Liberty MedicalKent Phillips, Marketing Director, Liberty Medical

Thank You for Joining Us Today…Thank You for Joining Us Today…

You will leave this workshop with:

Case studies that show you ways to integrate email into your multi-channel marketing mix.

A deeper knowledge of the inherent value of your email marketing channel.

A better understanding of how to buy/measure the performance of your email media buys.

The Inbox:The Inbox: Where Customers & Brands ConvergeWhere Customers & Brands Converge

The email inbox is the epicenter of all communication and discovery online. From email to social networks and mobile phones,

consumers visit the inbox to chat with friends and learn about products and services.

58%58% of online advertising inventory is in or around the inbox* of online advertising inventory is in or around the inbox*-adRelevance, 1/08

Valuable Media Space Valuable Media Space In and Around the InboxIn and Around the Inbox

Stand-alone emailsStand-alone emails Banners in newslettersBanners in newsletters Short text ads in emailShort text ads in email

MESSAGE MESSAGE BODYBODY

Stand Alone Email Messages Stand Alone Email Messages Speak to ConsumersSpeak to Consumers

HEADERSHEADERS

Will determine whether the consumer opens or deletes email

Includes vital elements – copy, graphics, layout – which determines whether the consumer clicks forward to a landing/offer page

• 728 X 90 728 X 90 LeaderboardLeaderboard

• 468 X 60 468 X 60 BannerBanner

• 300 X 250 300 X 250 Medium RectangleMedium Rectangle

• 120 X 600 120 X 600 SkyscraperSkyscraper

• 160 X 600 160 X 600 Wide SkyscraperWide Skyscraper

• 120 X 60 120 X 60 Small BoxSmall Box

• 720 X 300 720 X 300 Pop-UnderPop-Under

• 125 X 125 125 X 125 SmallSmall SquareSquare

• 250 X 250 250 X 250 Large SquareLarge Square

Email Inventory is Just Like Display!Email Inventory is Just Like Display!From: BiggestLoserClub.com Sent: 8/20/07 3:11

PM

Subject: The Perfect Summer Burger

Stock Up On the Hottest Rock

12 CD’s For The Price of 1

BMGmusic.com

Download Heavy Metal

Head bang to the artist of your choice

www.emusic.com

Email Inventory –Text Based MessagesEmail Inventory –Text Based Messages

BUYBUY

Define Your AudienceDefine Your Audience Target Your AudienceTarget Your Audience

OptionsOptions Banners in NewslettersBanners in Newsletters Text-based adsText-based ads Stand Alone Email Stand Alone Email Display around the Inbox Display around the Inbox ExchangeExchange

MEASUREMEASURE

ROI

Conversion Rate Impact on other Media Types (online and off line)

Impact on Lifetime Value

Brand Lift/Awareness– Insight Express Study

Viral Impact

How to Buy & Measure Email MediaHow to Buy & Measure Email Media

Email, Display & SearchEmail, Display & Search

An exploration of the three major media channels and their relation to An exploration of the three major media channels and their relation to one another, your brand and the bottom line. one another, your brand and the bottom line.

EmailEmail

SearchSearch DisplayDisplay

Email Tops Search & DisplayEmail Tops Search & Display

Search Display Email Click rate: 11.4% 0.15% 3.31%

Click-to-conversion Rate: 3.4% 1% 13.46%

Impression-to-conversion rate: .38% .0015% .42%

Sources: DoubleClick 2007, Morgan Stanley 2006, WebSide Story 2006, Email: Datran Media Internal

• Email has the potential to be the most relevant media channel because both positive and negative feedback are captured unlike any other media.

• 80% of marketers report that email is the strongest-performing media buy - ahead of search and display, according to results of a recent survey from Datran Media.

Personalized not just personal

Flexible: Branding + Direct (the lines are blurring)

Nurturing Vehicle

Most cost-effective

Persistent

Push & pull marketing vehicle

Why is Email Unique?Why is Email Unique?

Facts: Email is used to enable your social networks when you need help Email is more capable than in-person or phone communications of facilitating

regular contact with large networks

Traditional Views: As peoples social networks get larger, your ability to stay in touch and contact

them decreases as does the frequency of touch EXCEPT with email, whereby the increase in network size stays constant at 20%

Email is only used to connect with distant friends : MYTH *Globalization* Email does NOT seduce people away from in-person or phone contact

Why: Email enables you to manage more ties to your social network Time Shifting nature of asynchronous communications 1:1 vs. 1:many is the same effort- keeping notices of things happening in your life

Email & Social NetworkingEmail & Social Networking

Traditional LTV calculations don’t take into account impact, costs, efficiencies within channels

More consumers are interacting with many channels all aspects of the Sales “Tumbler” (researching a purchase, streamlining options, deciding where to buy, and making a final decision)- attribution modeling is complex and scenario specific

Email extends traditional LTV models

Does this change by ISP preference?

Challenges monetizing databases

Challenges commercializing email products

Lifetime Value: Email CustomerLifetime Value: Email Customer

Consumers Email is the #1 consumer application; 80% of consumers report

checking email every single day.*

Agencies/Marketers Email is the #1 tactic for US interactive marketers, with 94% adoption

rate.**

Brands Email marketing can lift brand awareness by 58.4%*** Email marketing can lift purchase intent by 66.1%***

* ESPC Consumer Behavior Survey 2007, ** Forrester Research, 9/06, *** Insight Express & Datran Media, 1/06

Email is Ubiquitous Email is Ubiquitous

Case StudiesCase Studies

Financial Services: Home Home Mortgage LoansMortgage Loans

Goal: Build lead cultivation program that optimize funnel movement

Program: Multi-Lender email follow-up curriculum

(introducing brand and products) Loan Consultant follow-up sequenced

messaging Created “educational curriculum”

sequenced messaging Dormant Lead re-education

Results: Reactivated 12% of dormant leads (>12

months on file) Lowered costs of funded loan by 30% for

those with measured responses to email Built “email lead” base by 400% through re-

qualification

Lead Incubation

Liberty Medical wanted to develop a scalable performance-based email program to increase their online penetration and reach. They collaborated with IMS to optimize the program.

Goal

0500

1,0001,5002,0002,5003,0003,5004,0004,5005,0005,5006,000

July Aug Sept Oct

Leads

ChallengesUpon launched, results were weak. NetMargin and IMS collaborated on improved creatives and optimized existing offer pages. Additionally, NM and IMS created pricing tiers to manage front end quality based on back end ROI.

ResultsSince implementing solutions to initial challenges, Liberty Medical saw over 100% increase in eCP (effective cost-per-click) and over 100% increase in lead volume

Liberty Medical Sees Healthy Lead GenerationLiberty Medical Sees Healthy Lead Generation

509%509%

Custom Creatives Custom Creatives Help Conversions!Help Conversions!

206%206%

Custom Creatives Custom Creatives Help Conversions!Help Conversions!

Reunion.com Reunites with a Reunion.com Reunites with a Winning Marketing ChannelWinning Marketing ChannelOverviewReunion.com is no stranger to email. As a driving force of its aggressive acquisition program, email helped deliver substantial results until a rouge affiliate partner abused the relationship and damaged Reunion.com’s ability to effectively deploy emails.

GoalReunion.com was looking to create an effective email marketing channel to acquire registrations and sales. We are looking to have the email marketing channel become an significant segment of the overall marketing department.

Solution

Reunion.com set out to create relationships with high volume list owners and networks. For compliance, we utilized UnsubCentral to manage our suppression lists.

Helps Reunion.com Deliver Email with Confidence!Helps Reunion.com Deliver Email with Confidence!

Reunion.com Re-establishes Reunion.com Re-establishes email as a marketing channelemail as a marketing channel

Campaign Off to a Campaign Off to a Quick Start…Quick Start…

Effectiveness measuredEffectiveness measured

Campaign Off to a Campaign Off to a Quick Start…Quick Start…

The difference a creative makes

Different landing pages perform differently.

Thank You!

Please complete your “speaker survey” for us!

Additional questions?

John EnglerUnsubCentral

john@unsubcentral.com512.456.3655