Have y

1. Database + Mobile email + Image Based
Marketing
Presented by Chris Munz, Sales Engineer Fishbowl Inc.
@cmunzproject
#fb2012

2. It is going to be one of those days!
I feel like this
most days!
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3. How much email are subscribers receiving each day?
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4. Why People Unsubscribe
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7. Data Miners
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8. Segmentation = Relevant Messaging
Case Study
The Challenge: Declining/Stagnant Open Rates hovering
around 22% - 18% from sending messages to all members.
Family Style Italian Restaurant
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9. Solution: Learn Guest Preferences to gain additional insight for better
message targeting.
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10. Survey = Customer Data
Survey was sent to the
entire list
24% Open Rate
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11. Special Occasion Data Analysis
Survey Question: Are you ever the event organizer for your group?
Frequency of Organizing Events for Large Groups
4%
22%
Very frequently
24%
Somewhat frequently
Rarely
Never
50%
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12. Family Data Analysis
Survey Questions:
How old are your children? Do you have children living at home?
Age of Children Living at Home Children Living at Home
12000
10000
Number of Responses
8000
Yes
6000 45%
No
4000
55%
2000
0
0-5 6-12 13-17 18+
Age
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13. Segmentation = Relevant Messaging = Higher Open Rates
Family Mailing
53% Open Rate
Special Occasion
Mailing
40% Open Rate
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14. 90 Million Active Subscribers and the Email Providers
they use!
COMCAST.NET
AOL.COM 4%
11%
YAHOO.COM
28% GMAIL.COM
16%
OTHER HOTMAIL.COM
24% 14%
MSN.COM
3%
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15. Email Client vs. Age
Under 18 18 -34 35-49 50-64 65 or older Rather not say
Other 3% 42% 34% 17% 3%1%
Hotmail 6% 58% 24% 10% 2%
AOL 4% 38% 32% 22% 3%1%
Yahoo 4% 53% 30% 12% 1%
Gmail 4% 68% 21% 6% 1%
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17. "Recognizing it's not every day that you get a chance for
free pizza and Pepsi MAX on the simple flip of a coin, we
expect the rush of people signing up for Papa Rewards to
continue right up until the official coin is tossed. "John
Schnatter, Papa John's founder, chairman and CEO.
The reward for Papa John’s was that they
gained more insight into new and old
customers.
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18. Action Based Messaging
Fishbowl Open Rates
% Open Rate
83%
57%
46% 47% 47%
36%
32%
22% 23%
Postcards All Messages Program Preference Birthday Family Join Loyalty Progam Welcome Preference
Anniversary Center Center Thank
You
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19. Action Based Messaging
Regular Messaging Action Based Messaging
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20. Less Stress!
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21. Why we need to keep an eye on Mobile
Email?
Global Smartphone unit sales are expected to grow 25%, as people
exchange their feature phones for more advanced devices.
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22. ~Why Mobile Email is Important~
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23. Most Preferred types of mobile email
messages
Newsletters
Other
New Products
Special Offers
Real Time
delivery
tracking
Promos +
Vouchers #fb2012

24. Research shows almost 70% of subscribers delete badly designed mobile
emails and 18% unsubscribe.
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26. 27 Million Users as of
March 2012
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32. jamieoliver Pinterest is great, I
don't bloody understand it but I
think it's great I think ..... But its a
cool way to search good stuff I
suppose mmmm
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36. Top 4 predictions for 2012
Winning Marketing programs will become data
driven end to end.
 A tighter bond will be formed between all
marketing channels.
 We will need to optimize our messaging for mobile
Image based Marketing will become an intricate
part of your marketing program.
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