The document provides an agenda for a client summit on email marketing. It includes sessions on the email channel, lifecycle marketing with email, case studies and testing strategies, and industry trends. Case studies will show how template redesigns and A/B testing improved click-through rates and revenue for Alaska Airlines and Salesforce. Testing is key to optimizing creative elements like subject lines, copy length, and calls-to-action. Industry trends include the growth of mobile viewing and need for more subscriber control over communication frequency.

2. Agenda Client Summit – Chicago 2010 Aaron Smith, Director of Creative Technologies Smith-Harmon, a Responsys Company The Email Channel Lifecycle Marketing with Email Case Studies & Testing Strategies Industry Trends Q&A

4. Recipients rarely see an email in its entirety, so information hierarchy is critical, with the most important information at the top, working down.

6. In email, complex coding increases cost and production times as well as jeopardizes rendering and user experience.

7. In email, rich media including forms, scripting and Flash usually don’t render correctly.Email is very much it’s own medium with it’s own set of rules…

9. Viewers are not necessarily looking for something

11. What is this about?

12. Why should my subscribers care?

13. What do they do about it?

14. Consider the above-the-fold mark and the preview pane

15. Include a good balance of images and text

16. Provide clear primary and alternate calls-to-action

17. Throw in a few bells and whistles

18. Personalize

19. Leverage dynamic content

21. EmailLifecycle Marketing

22. Lifecycle Marketing: The PhilosophyDeliver timely, relevant email that improves subscribers’ lives EnhancedTransactional 7 9 4 Survey Newsletter 3 AbandonedCart 6 8 Welcome Loyalty 10 Reactivation BrowseBased 5 Preferences Collection & Progressive Profiling WinBack 2 11 1 Email Acquisition

23. Lifecycle Marketing: Opt-InAcquiring subscriber email addresses Consider pop-up with email opt-inmessaging for first time web site visitors Gather only necessary information,primarily email address Offer a tangible and reward for opting in

24. Lifecycle Marketing: Opt-InAcquiring subscriber email addresses Be clear in your messaging Highlight the benefits of being on the mailing list

25. Allow subscribers to choose whichcommunications they want to receive When possible, gather information that allows for dynamic messaging Request only data that you actually plan to use Consider asking subscribers how often theywant to hear from you Keep preference centers as short andunintimidating as possible Lifecycle Marketing: Preference CenterGathering useful subscriber information

26. Lifecycle Marketing: WelcomeFirst communication with new membersEngaging subscribers with personal information like membership details

28. Each message focuses on a specific theme and/or brand tenet

29. Provides opportunity for progressive profilingLifecycle Marketing: WelcomeWelcome series

30. Lifecycle Marketing: NewsletterVerizon – Dynamic content

31. Lifecycle Marketing: NewsletterVerizon – Dynamic content

32. Lifecycle Marketing: NewsletterApple – Fitness newsletter

33. Lifecycle Marketing: NewsletterHabeas: B2B newsletter example Group content in separate modules Include clear content section headers Place imagery in an “S-curve” to guide gaze across and down page Use button treatment for primary call-to-action Include alternate HTML text calls-to-action For longer-form mails, include a TOC

34. Opportunities to share Surveys and polls Requests for feedback Press coverage Customer reviews and quotes Contests Lifecycle Marketing: NewsletterTips for encouraging engagement through conversation

35. Choose whether to be overt or discrete Keep message simple and focused The possibilities are endless Lifecycle Marketing: TriggeredMessaging based on behavior, pastpurchases or preferences

36. Lifecycle Marketing: PromotionalLondon Hotel NYC

37. Lifecycle Marketing: PromotionalApple’s Valentines Campaign

38. Lifecycle Marketing: PromotionalBanana Republic – Clipped Campaign

39. Lifecycle Marketing: ConfirmationResponding to subscriber actions Strengths Welcomes guests or, for cancellations, offers to assist with future reservations Calls out preferred guest detailsand links to account Includes all transaction informationfor reference Incorporates links to information about the hotel services and amenities as well the surrounding area Templatized approach makes it easy to leverage across multiple brands

40. Lifecycle Marketing: ConfirmationResponding to subscriber actions

41. Strengths Uses "abandoned cart" messaging toreengage subscribers who have visitedtheir site and recently performed a search Contains information about previous flight search Incorporates flight booking module Promotes hotel deals in destination city Lifecycle Marketing: Abandoned CartResponding to subscriber actions

42. Lifecycle Marketing: Thank YouResponding to subscriber actions Strengths Includes special offers and rewards as a thank you Reinforces subscriber’s relationship with the brand Encourages updating personal profile by entering subscriber for a chance to a win a free cruise Promotes advantages of becoming part ofHolland America social community

43. Lifecycle Marketing: BirthdayResponding to subscriber actions Opportunities Acknowledge subscribers' birthdayswith birthday message, especially if birthday information is requested in signup Strengthen customer relationship by offering a discount, promotion or complimentary gift

44. Lifecycle Marketing: Password ResetResponding to subscriber actions Reinforces brand with fun and quirky copy

46. Prompt subscriber to re-opt-inLifecycle Marketing: Win-BackReengaging subscribers

47. Lifecycle Marketing: Win-BackWilliams-Sonoma

48. Lifecycle Marketing: Win-BackWilliams-Sonoma

49. Lifecycle Marketing: Win-BackWilliams-Sonoma

50. Lifecycle Marketing: Loyalty Program Personalizing communicationsCreating a new class of exclusive emails for engaged subscribers Email subscribers get exclusive benefits when they sign up for the Beauty Insider: Rewarded: exclusive samples Privileged: exlusive access Personal: tips and products Gifted: birthday gift

51. Lifecycle Marketing: Loyalty Personalizing communications

52. Lifecycle Marketing: LoyaltyPersonalizing communications

53. Lifecycle Marketing: Loyalty Personalizing communicationsDelivering on the promise Insiders receive one point for every dollar spent on merchandise at Sephora.com or in Sephora retail stores. Every time they accumulate 100 points in their Beauty Bank, they can choose 1 Beauty Insider Deluxe Sample with purchase.

54. Case Studiesand testing strategies

55. Test the effects of a creative makeover on a single email campaign. © 2008 Smith-Harmon, Inc. Case StudyMakeover: Project Summary

56. Case StudyMakeover: Challenge, Solution and Results Challenge: Prove to REI marketing VPs that theright email creative can impact ROI Solution: Perform an A/B split test with legacy vs. optimized email template Result: New template generated a significant 22% increase in unique click-through New template generated an astounding 90% increase in traffic to shoes specialty shop REI Email Marketing Manager received the support of VPs to move forward with an entire suite of redesigned, maximized email creative templates in time for the critical Q4 period

57. Case Study Templates: Project Summary Alaska Airlines needed to create an effective, on-brand library of flexible email creative templates to support complex marketing and triggered email programs. © 2008 Smith-Harmon, Inc.

58. Challenge: Increase revenue and interaction Improve reader experience Solution: Optimize over 20 email templatesthrough application of creative best practices Perform an A/B split test with new versus old email templates Result: The new template for the newsletter – Alaska’s highest-grossing email vehicle – inspired an amazing 41% lift in revenue, increasing revenue-per-mail rate from $0.57 to $0.80 The new newsletter design achieved greater reader interaction, generating a 13% lift in click-through rate Freddie Award Winner Case StudyTemplates: Challenge, Solution and Results

59. Salesforce.com needed to overhaul their software business customer and prospect email messaging. The project corresponded with a Salesforce website redesign, so the program had to incorporate new branding elements while seeking to maintain or improve performance. Challenge: Improve performance with optimized creative Streamline complex content Leverage ESP dynamic content capabilities Solution: Optimize creative for experience and performance Test original vs. new creative for 1 month Case StudyTemplates: Project Summary, Challenge and Solution

60. Case Study Templates: Results The redesigned templates outperformed the legacy templates with staggering results.The performance of three redesigned emails demonstrates the improvements. Gains in CTR:Email #1: Clicks on Original: 2936Clicks on Redesign: 4055Email #2: Clicks on Original: 391Clicks on Redesign: 459 Email #3: Clicks on Original: 608Clicks on Redesign: 707 Email #1: Email #2: Email #3:

62. Copy length

63. Call-to-action treatments

64. Prices and product names

65. Enviro vs. silo photography

66. Bells and whistles

67. Personalization/Segmentation

69. Mobile and social are here to stay and will only grow as important components in the digital marketing mix Leveraging email, mobile and social together is powerful Email viewing on mobile devices is increasing dramatically ISPs are looking at how subscribers interact with your messages in the inbox – this can have a bearing on whether they deliver your messages Industry Trends

70. ISPs are testing new marketer friendly offerings to make their platforms stickier Email marketers are continuing to inundate the inbox – you have to be smarter and work harder to make your messages stand out Overmailing can hurt your brand outside of the email channel Consumers are demanding more control of frequency – provide frequency settings in account preferences and consider opt-down settings on your unsubscribe page Industry Trends

71. Thank you! Q&A