strongmail - sponsor breakfast presentation
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Proprietary and Confidential
JASON SIMON, SVP GLOBAL SALES, STRONGMAIL
EMAIL INSIDER SUMMIT12.10.12 PARK CITY, UT
“OWNING” YOUR ESPTHE BIG DATA & PERFORMANCE
EDGE
Proprietary and Confidential
WELCOME TO PARK CITY!
• There are some perils that come with sharing certain resources
• Architecture matters – today more than ever
• There are distinct advantages that come from single-tenant ESP
Proprietary and Confidential
WELCOME TO PARK CITY!
• There are some perils that come with sharing certain resources
• Architecture matters – today more than ever
• There are distinct advantages that come from single-tenant ESP
Proprietary and Confidential
THE DATA IMPERATIVE
• Sending email off of a single email file increasingly won’t work
o Marketing is being unsiloed…and systems are being interconnected
o Big data means creating campaigns with intelligence gleaned from multiple sources
• Marketing depts will soon have a bigger IT budget today than IT! (Gartner)
• How do you manage data today … and how much harder will it be tomorrow with a data-siloed ESP?
Proprietary and Confidential
STRONG APPROACH TO
DATAChallenge• Needed to consolidate ESPs, reduce cost, and
improve to time to market
Solution• Integrated their multi-channel campaign
management system (Unica) with StrongMail.
• Real-time, personalized offers to customers based on behavioral and pre-defined business rules
Results• Consolidated confirmation emails for 8 brands
down to 1 template with over 37,000 different variations
• 1-to-1 confirmation emails delivered in less than 2 seconds
• IHG’s subscriber engagement levels have “gone through the roof,” including a 7x increase in CTRs and a double-digit increase in revenue from email
Proprietary and Confidential
FUTURE-PROOF
ARCHITECTURE
Campaign Design & Automated Optimization
Analytics
Email Data
Legacy CRM
Web Analytics
3rd Party Data
Social Graph
Email Mobile Display Social Apps
Proprietary and Confidential
OPTIMAL SENDING
WINDOWSChallenge• Send 2M emails at once with precisely
targeted offers to arrive within 10 mins.
• Email marketing drives 70% or revenue
Solution• Improved email targeting with data mining
for more customization and personalization
• 10-minute delivery window means every customer has equal opportunity for available inventory during 48-hour sales
Result• Increased from 3 to 5 sales events per day
to 18 per day across 7 categories based upon subscriber engagement
• 7% increase in engagement with 12% increase in open rates and 25% boost in CTRs
Proprietary and Confidential
THE COST ADVANTAGE
• The more you understand email in relation to data and less about the service of sending, the more you will see the advantages of owning.
• There are many ways to own, making it very IT friendly.o On-premiseo In the cloud, managed by uso In the cloud, managed by you
• Optimize your email marketing budget – spend less on delivery fees and save more for integration, analytics, strategy and creative.
Proprietary and Confidential
A FEW OF OUR CUSTOMERS
Proprietary and Confidential
THANK YOU!
Jason Simon (650) 421-7151 jsimon@strongmail.com @jason_simon
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