PAMELA WONG, EMAIL MARKETING MANAGER

ACHIEVING GOALS BY CREATING EMOTIONAL

CONNECTIONS

WHO WE ARE

3

DUAL-REVENUE BUSINESS MODEL

SUBSCRIBERS6MM

Q1 2014201320122011

Source: Hulu internal data

CONSUMER BEHAVIOR SHIFTING

LIVE VIEWING

-12 mins/day

DIGITAL VIEWING

+53% Y-o-Y

SMART PHONE VIDEO USAGE

+20% Y-o-Y

Platform Usage

6 MM Subscribers

+3 MM Use connected TV

+2 MM Use phone/tablet

Source: Hulu Internal, Q1 2014.

THE MAJORITY

ARE “PC

NEVERS”

44%

2012

51%

2013

54%

2014Source: Hulu Internal, 2012 – 2014.

PC Nevers: % of Hulu Plus subs

ON-THE-GO AUDIENCE

EMAILS READ ON MOBILE

70%

CONNECT THROUGHOUT THE LIFECYCLE

ONBOARDACQUIRE ENGAGE REACQUIRE

QUALITY BAR

APPROACH

1. Why does this matter to the customer?

2. Leverage strengths – Content, video,

animation

3. Think of the email as a dialogue

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REACQUISITION LIFECYCLE PROGRAM

+ 80% CTR

+ 12% CVR

HAPPY BIRTHDAY, HULU LOVES

YOU

15

16

17

HITTING THE MARK

2x AVERAGE OPEN RATE

7X AVERAGE CLICK RATE

100% VIEW THROUGH

+3 STREAMS

18

THANKS MOM

BLACK FRIDAY

CHALLENGE

19

• Emphasize the experience first

• Succinct copy

• Engaging animation

• Offer represents how to get started

MUST-HAVE DESTINATION

TAKEAWAYS

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START WITH THE CUSTOMERContext, needs, value

MIND THE ENTIRE CUSTOMER JOURNEYSubject line, email, landing page

LEVERAGE YOUR STRENGTHSContent, video, animation, voice

THANK YOU