With so many communications channels in place for reaching today’s customers, it’s important to focus your email efforts with better targeted, segmented smaller sends that are relevant and personalized to your audience. Whether you’re a small shop or a major brand, how do you get the most out of your email efforts? Email must become more relevant to the right audience as content-quality tools are making it imperative that you segment your lists. But where do you start? Are you optimizing your messages for mobile delivery? Are you using email automation tools to trigger those messages that nurture leads? Join our Email Marketing Master, Drew Bailey of FedEx Services as he shares where email is headed in 2012 and invites marketers to share case studies that examine key factors such as quality content, automation and deliverability that brands need to master to be successful. Key Takeaways: - Discover how to send trigger email messages to follow up on an inquiry, send timed promotions and upsell a customer - Hear from real-world case studies to gain best practices for your email marketing efforts - Understand how users interact with the inbox to maximize your delivery rates

1. The State of Email 2012
Kate Pietrelli, Marketing Director at World Golf Tour
Kara Trivunovic, Global Director, Strategy and Marketing Innovation at StrongMail

2. Brief Introductions
• World Golf Tour is the largest online golf
property in the world
• Over 2M unique and 5M monthly visits on Web
and Facebook games
• The most engaged sports audience on
the web
• Over 35 minutes average time on site
• 54% of active players play over 5 hours per
month
• Audience is male sports fans
• 98% male, 67% married, 74% college-
educated, 44 median age Kate Pietrelli
• Attractive online advertising and sponsorship
platform Marketing Director
kate@wgtmedia.com
• Player engagement relies heavily on
email marketing @katepietrelli
• Over 7M monthly emails, using StrongMail
since 2011
• 50% daily transactional emails & 50% weekly
marketing emails

3. Brief Introductions
• A leading provider of online marketing
solutions for email and social media,
catering to mid-large size enterprises.
• Message Studio provides seamless
Kara Trivunovic integration to data and applications
Global Director, Strategy and • Social products enable marketers to
Marketing Innovation launch direct response campaigns and
ktrivunovic@strongmail.com identify key influencers and brand
@ktrivunovic advocates.
• Agency services organization partnering
with client to achieve greater success

4. LIFECYCLE MARKETING DEFINED:
The ability to reach the right person,
with the right message at the right time through
marketing automation.

5. Analysts Are Driving Brands to Adopt Lifecycle Marketing
“Through 2014, marketing organizations that utilize inbound and event-
triggered techniques will see a 600% higher response rate, compared
with traditional outbound campaigns.”
- Top Seven CRM Marketing Processes for 2011, Analyst: Kimberly Collins
“This relevant email messaging works — IHG’s dynamically triggered pre-
stay email averages a 50% open rate and a 20% click-through rate.”
- Case Study: InterContinental Hotels Group Consolidates Email
And Data Management, Analyst: Shar Van Boskirk
“Borders implemented a triggered series of welcome messages with
time-based discounts that encouraged a trip back to the offline stores;
this increased the transactional value of email subscribers to 38%
higher than non-email subscribers.”
European Practice - European Email Marketing In 2011, Analyst: Lucilla DeSarlo
“Marketing automation can streamline email marketing efforts and
methodically grow customer lifetime revenue, permitting companies to
free up their sales and marketing teams to focus on new business.” -
Customer Lifecycle Email Campaigns See Better Engagement, June 30, 2011

6. StrongMail Customer Success Stories
Travelocity’s Low Fare Alert generates conversions that
are 300% - 400% higher than other conversion programs.
FootSmart generates an incremental $750K annually from
one right-time email stream. (Cart Abandonment)
InterContinental Hotels Group has increased annual
revenue by 16% since migrating their email programs to a
customer-centric, right-time strategy.
Gamers First doubled their customer base in the first year
of using StrongMail for lifecycle email marketing.

7. BUSINESS GOAL:
Engage, re-engage and re-activate players at
critical touch points throughout the customer
lifecycle

8. Dead on Arrival Campaign
Goal:
• Targeted emails to brand new
but inactive players
(aka, Dead on Arrival)
Approach:
• Segment audience
• Test messaging
Takeaways:
• Don’t accept ‘dead’ for an
answer
• Identify key factors in initial
engagement issues

9. Engagement Campaign
Goal:
• Targeted series of emails to new
players in first 30 days
Approach:
• Test messaging and timing
Takeaways:
• Critical time to re-engage players
• Always be testing

10. Winback Campaign
Goal:
• Re-activate players after 3-6 months
Approach:
• Segment audience
• Test messaging and offers
Takeaways:
• Offer high engagement incentives
• Measure ROI