Ted Bergstrom at WhatCounts provides insights relating to smarter metrics and data segments with this email platform.

1. SMART MARKETING WITH TED
Ted Bergstrom
Business Development Manager

2. AGENDA
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• INTERACTIVE DISCUSSIONS
• WHAT IS SMART MARKETING?
• SMART MARKETING IN-TOOL VIEW
• QUESTION & ANSWERS

3. EMAIL - INTERACTIVE DISCUSSION
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• Who has sent an email?
• Who has bought something online?
• Who sends emails to their customers and
prospects?
• Who makes money off those emails
directly or indirectly?

4. WHY DO WE LOVE EMAIL?
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ü Email has a wide reach
ü Email is measurable
ü Email can be highly customized
ü Email improves brand awareness & customer relations
ü Email has the highest ROI of any marketing channel

5. SMART MARKETING = PERSONALIZATION
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6. WHY PERSONALIZATION ?
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ü Personalization increases engagement
ü 72% increase in open rates
ü 81% increase in click through rates
ü 41% of consumers buy more when personalized
Source: Marketing Sherpa and MyBuys Consumer Study

7. PERSONALIZATION = RIGHT DATA + CONTENT + AUTOMATION
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8. SMART DATA
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Email Address: amy1970@gmail.com
Full Name: Amy Morris
Gender Female
Sign-Up Date: April 20, 2012
Purchase History: CRM CLIENT DATA
Click-Through Rate: 29%
Device Type: iPhone 5, Windows 7 Desktop, Firefox
Interests & Hobbies: Health & Fitness, Hiking
Date of Birth: June 8, 1970
Occupation: Freelance Graphic Designer
City of Residence: Portland, OR
Education: BFA, University of Washington
Annual Household Income: $130,000
Social Media Activity: Moderate
Social Media Influence: Moderate
Social Media Accounts: Twitter, Facebook
amy1970@gmail.com

9. IS YOUR DATA SMART?
• How are you using your prospect/customer data today?
• How are you gathering data on your target clientele?
• What data are you not collecting today that you’d like to be?
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IN TOOL VIEW - SMART DATA

10. SMART SEGMENTS
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• Smart Data provides the path to Smart Segments.
• Smart Segments allow for personalized offer
based on demographic, geographic,
psychographic, or behavioral information…
• ….a truly targeted offer to a segment based on
known data and interests
• The more you segment your data and refine the
approach the better results you’ll see.

11. DO YOU USE SMART SEGMENTS?
• Are you segmenting your data today?
• What data points have you found to be most useful for segmentation?
• Are there any other segments you are thinking of trying out?
• What data do you need to create those segments?
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IN TOOL VIEW - SMART SEGMENTS

12. SMART MESSAGES
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• Smart personalized messages delivered to email, mobile, social, and web
• Email deliverability increases with engagement
• Mobile is the new inbox…
• Smart Message coding – responsive client device rendering
• Social posting, subscriber sharing, influencers & brand advocates
• Technology that pulls in and displays web content - smartGET, xsltGET, RSS
• Advanced logic evaluate and display content personalized per subscriber

13. ARE YOU SENDING SMART MESSAGES?
• Are you pulling live content/blogs into your messages today?
• What have been your most successful email campaigns?
• How successful are your ‘batch and blast’ against targeting smarter
messages?
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IN TOOL VIEW - SMART MESSAGES

14. SMART INSIGHTS
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• In-depth reporting
• Simple-to-use tools to test
and measure, refine and
improve your results.
• Automated campaign
trends.
• List growth charts.
• Analytic tool integrations.

15. WHAT ARE YOUR SMART INSIGHTS?
• How do you determine an email campaign to be a success?
• What are the most important metrics you track when sending out messages?
• Are there metrics you wish you were tracking today but are not?
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IN TOOL VIEW - SMART INSIGHTS

16. 16

17. SUCCESSFUL SMART MARKETERS
Costco - High value campaign
• Shopping cart abandonment
• Click through rate over 20%
• Conversion rate of over 20%
• Drove additional 2.5% of revenue
SavvyMom - Lifecycle marketing & Mobile optimization
• Implemented welcome services - part of lifecycle approach
• Increased unique click rate 450%
• Responsive design on creative for mobile version
• Mobile viewers had 2x higher click rate than desktop users
Prep Sportswear - Personalization example
• Personalized subject lines
• Dynamic content for images based on favorite team
• 68% increase in unique open rate
• Click to open went from 20% to 40%

18. 18
1 = Poor & 4 = Awesome!
Smart Date 1 2 3 4
Smart Segments 1 2 3 4
Smart Messaging 1 2 3 4
Smart Insights 1 2 3 4
SCORE YOURSELF
HOW DO YOU SCORE?
12 – 16…
8 – 11…..
5 – 7……
1 – 4……
.. I’m a marketing Mensa!
.. I do alright
.. Hum…..
.. Ok, I need help Ted!

19. CONNECT FOR EXTRA CREDIT!
Rate yourself with the comprehensive Email Marketing Scorecard
http://www.whatcounts.com/scorecard
Download the Beginners Guide to Email Marketing
http://www.whatcounts.com/email-guideregcomplete
WhatCounts
WhatCountsEmail

20. Ted Bergstrom
Business Development Manager
tbergstrom@whatcounts.com