5 ways to nurture profitable customer relationships via mobile messaging

5 Ways To Nurture Profitable Customer
Relationships Through Mobile Messaging
Presented by: Waterfall!
April 25, 2014 Putting mobile at the heart of marketing

Michael Becker
Co-founder & North American CEO
Michael Ahearn
VP Customer Development
YOUR SPEAKERS

1. Research & Industry Trends
2. Integrate Existing CRM & Mobile Customer Data
3. Use Data for Personalized, Interactive Engagement
4. Add Surprise & Delight to Your Messaging
5. Measure And Iterate Success
6. Key Takeaways
Agenda For Today’s Webinar

Q&A
Don’t forget to Tweet about
this session using hashtag:
#mCordis, #Waterfall,
#personalizemobile,
@mobiledirect, @Waterfall,
@ahearnwaterfall

© 2014 Waterfall. Proprietary and Confidential.
Waterfall
Personalized Engagement
is a compelling message sent
... at the opportune time
... in the correct format
... to a precise location
... that incites action.
Company
• Founded August 2005
• Offices in SFO (HQ), Austin, Atlanta Boston & NYC
• Backed by Vista Equity Partners
• Cross-channel mobile & social CRM via SMS, MMS,
IVR, Passbook, 2D Codes, Push, Coupons & Social
• SaaS platform via waterfall.com
• API via apidocs.waterfall.com
• Customizable support and account management
• Clients include 7-Eleven, Pizza Hut, Anheuser-
Busch, LG, Constant Contact and the U.S. Army
Solutions

The Mobile
Customer
Advantage
Mobile is Preferred. 
75% of consumers prefer
receiving ads via SMS. The
opt-out rate for mobile
messaging is less than 2%.
Sources: Smart Insights, eMarketer
MarketingProfs: 2013 / Techcrunch,
Microsoft: 2012
98
PERCENT
Percentage of
Subscribers That View
Opt-in SMS
20
PERCENT
Opt-in Email
16
PERCENT
Facebook
Updates
29
PERCENT
Tweets
Response 
Time
Mobile is Personal.  
The average American has 1
cell number, versus 3 email
accounts (with an average 200
unread emails).
Opt-in SMS
Opt-in Email
90
SECS
2.5
DAYS

Effectiveness Of Mobile Marketing
Source: Salesforce, State of Marketing, 2014
5%
49% 30%
16%
How effective has it been to integrate mobile
into your overall marketing programs?
16% Extremely Effective
30% Very Effective
49% Somewhat Effective
05% Not Very Effective
00% Not Effective

The Future Of Mobile Customer Engagement
88
PERCENT
Customers interested in
mobile commerce
26
PERCENT
Customers already receiving
SMS or MMS coupons
58
PERCENT
Customers willing to share
personalization information
for better rewards
Source: Yankee Group, 2014 Consumer Survey, March

The Five Steps
Easy-to-implement tactics for nurturing profitable customer relationships
via mobile messaging:
1. Integrate mobile messaging with third party software
or database systems.
2. Modernize messaging for today's tech-savvy
customers.
3. Personalize content to better engage a target
audience.
4. Drive interactive conversations focused on inciting
customer action.
5. Design mobile messaging analytics to facilitate
iteration and improvement.

Goals:
• Mobilize an email customer database.
• Increase conversion rates and engagement.
Strategy:
• Customer information captured upon sign-up via
any mobile or online channel.
• New data synced with CRM in real-time.
• Email-capture campaigns launched via SMS.
• Targeted outbound messaging and metadata
synced to mobile CRM.
• Action Alert emails extended to mobile via “Reply
Y” and emoji.
Results:
• Exponential month-over-month mobile
subscriber database growth.
• Campaigns: average > 20% conversion rate, with
~50% acting within two minutes.
Case Study: PETA

Implement Mobile CRM The Right Way
CRAWL
Integrate mobile messaging with
existing lists and marketing databases
(oh, hello email).
WALK
Capture profile and preference info
upon mobile opt-in to launch
segmentation and personalization.
RUN Integrate mobile messaging into
existing CRM and analytics systems.
FLY Deliver dynamic, on-the-fly,
personalized and rich content.

Immediate Opportunities:
Do What You Already Do (Only Better)
Email Lists
CRM
Profile/Preferences via Web
Batch Segmentation
Integrated Segmentation Capabilities
Personalized Content
Learning & Optimization

Move From “Off-the-Rack” to Tailored Content
The old: “Off-the-Rack” Messaging -
same message blast to everyone
Keyword based opt-in
One-offs: Voting, Offers
Sweepstakes/Instant Win
One-size-fits-all group blasts
Keyword based
Some segments via unique keywords
or area code
The new: Tailored Messaging -
personalized relevance
Web-based profile/preference capture at opt-in
Integration with existing customer data systems
Database driven segmentation: behavior, history,
profile, preference, location
1-to-1 personalization of text and rich media
content

The Connected Customers’ Journey
Account
Creation
Web Profile/
Pref Capture
Mobile Number Capture:
incentives to marry mobile
# to existing database
customer file
(CTA in email, web, social)
NEW
CUSTOMER
EXISTING
CUSTOMER
Existing
Lists or
CRM
System
Mobile
Messaging
Platform w/
segments

Perfecting Mobile: Evolution, Not Revolution
Partnerships: partner with market leaders who can help
you mobile-enable your existing infrastructure and
capabilities
Strategy: build roadmap for mobile that fits your
company’s marketing & business objectives
Internal Resources: budget for internal mobile leaders to
spread expertise company-wide
Capabilities: source toolsets for in-house mobile
messaging execution
Prioritize: identify the most important initiatives that have
measurable results
Required Mindset: family (not fiefdoms)—form cross-
functional teams

Goals:
• Acquire new customers.
• Develop experience launching an acquisition
campaign using emerging media.
Strategy:
• Text-to-win promoted during “Try BART Week;”
geared toward acquiring new riders.
• Follow-up included various experimental
messaging campaigns to transform new
customers into long-term riders.
Results:
• BART CCO Linton Johnson:
• “You couldn’t buy that much good press or
goodwill from customers.”
• “Nearly every day that week we were in the
news and that contributed to the healthy
increase in ridership. Our goal now is to keep
those customers, and it looks good - ridership
is up vs. last year.”
Case Study: BART

Goals:
• Build a compliant mobile customer database.
• Increase sales and customer loyalty.
Strategy:
• Implemented cross-channel mobile marketing
including mobile messaging, mobile web and QR
codes.
• Call to actions incentivized opt-ins through the
use of instant-win functionality.
• Customized logic automatically optimized prize
distribution to vast customer base.
Results:
• Mobile opt-ins in the hundreds of thousands and
tens of millions mobile coupons redeemed.
• Increased subscriber database by multiple
thousands per day.
• Opt-out rate remained less than 2%.
Case Study: Lane Bryant

Source: Aberdeen, 2010; etailing Group & MyBuys 2013; Experian 2013
54%46%
Consumers are 46% more likely to buy from
retailers that personalize customer content.
43%57%
Personalized email is 57% more effective at generating customer
return and produces 6X transaction rates and revenue.
The Necessity Of Personalization
34%
66%
Percentage of consumers who expect a
personalized experience from retailers.

Source: eConsultancy, 2013
87%13%
Percentage of companies that deliver a
personalized mobile experience.
57%
43%Percentage of companies that deliver a
personalized desktop experience.
54% of companies plan to adopt personalization for mobile in the next 12 months.
Personalization For Mobile Marketing

Inciting Action with Relevance:
Create Messages That Give A Damn
Profile
Preferences
History
Behavior
Demographic
Technographic
Social Profile

Goals:
• Increase sales and customer loyalty.
Strategy:
• Integrated mobile sign-up into existing online
customer registration process.
• Deployed mobile CTAs onto existing marketing
channels, e.g. social, print and in-store.
• Captured location data upon opt in.
• Synchronized subscriber data between mobile
and ESP to maximize capabilities for CRM.
Results:
• Exponential month-over-month mobile
subscriber database growth since April 2013.
• Location-based coupons allow franchisees in any
given location to opt-out of a specific promotion.
• Thousands of coupons redeemed in-store and
online monthly.
Case Study: Pizza Hut
Live example: Text HUT to 69488

Goals:
• Deliver mobile coupons integrated with existing
point of sale.
• Increase brand awareness, sales and loyalty.
Strategy:
• Promoted mobile opt-in online and in-store.
• Integrated with existing loyalty program
fulfillment technology providers.
• Offered free product incentive upon opt-in
through integration with point of sale technology.
Results:
• Triple-digit list growth since program launch.
• Thousands of monthly loyalty transactions.
• Hundreds of thousands of Slurpees purchased
via mobile messaging over 2-month time frame.
Case Study: 7-Eleven

Messaging Customers Love:
Some Sizzle with Your Steak
Gamification
Interactive Web Experience
MMS
Get Emojified
Social Sharing
Consumer-generated Content
Send to Friend
123-45

Case In Point:
Mobile Coupon Gamification

Goals:
• Build a mobile database to increase sales and
customer loyalty.
• Unify brick-and-mortar with online marketing.
Strategy:
• Empowered retail employees to grow database.
• Each store received unique opt-in keyword for
associates to promote to customers.
• Employee incentives awarded weekly for most
opt-ins.
• Mobile messaging activated social networks.
• Personalized content using store, first name and
other segmentation data.
Results:
• Tripled mobile subscriber database with average
44% opt-in rate per store.
• Mobile grew Facebook fans 600%.
Case Study: Ashley Stewart

Actionable Insights for Iteration:  
What You Should (and Can) Measure
Mobile Carrier Data
Mobile Analytics Data
A/B Splits
Mobile Results Data (redemption)
Channel Value
Customer Lifetime Value

Case In Point:  
Mobile Dashboard With
Cross-channel Integration

Goals:
• Empower local recruiters with mobile technology.
• Effectively personally engage millennials.
Strategy:
• Developed a custom platform for recruiters to
build SMS database and create campaigns
focused on regional recruiting.
• Inserted pre-approved content to comply with
U.S. army administrative guidelines (e.g. trivia,
parental guide, ASVAB, MOS info, local follow-up).
• Partner with U.S. Army agency, MRM Worldwide,
to create training materials and conduct
webinars that disseminated mobile marketing
education and best practices.
Results:
• Marked improvement across all regional
recruiting outlets.
• Ease HR management by tracking individual
recruiters’ success driving opt-ins.
Case Study: The U.S. Army
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One Channel To Unify Them All…
Mobile is the
Silo Buster
Breaks down walls across
email, television, radio,
social, print, direct mail,
online. Everything.

Support
Sales Marketing
Communications
…One Channel To Bind Them
Mobile is the
Silo Buster
Binds departments, e.g.
Marketing, Sales, Support
& Communications, by
providing Scale Economies
and Data Synergies.

Start increasing mobile ROI now:
The Big Picture
Mobile messaging provides glue for engagement
Mobile is an evolution, not a revolution
Focus on mobile-enabled, not marketing
All marketing channels are mobile
Know your customers, and communicate using data
Measure mobile messaging and its effects
Learn and iterate

How Bizarre
Source: Mary Meeker KPCB 2012 adapted by Bill Gross; Derek Thompson The Atlantic May 31, 2012
23
18
1
3

Art Of The Call To Action
Comprehensive gallery of mobile calls to action with
commentary in order to understand best practices and ROI.
http://artofthecta.com/

CHI 6/17NYC 6/04SF 5/13
Nurturing Profitable Customer
Relationships Via Mobile Messaging
Part of the Mobile Marketing Thought Leadership Series  
presented by Waterfall and mCordis 
Request an invite @ bit.ly/waterfallmcordis

Further Research
For market statistics and best practices, please:
Read the latest post on our blog @ waterfall.com/blog
Research your most pressing need @ waterfall.com/library
!
!
!
Contact
Michael Ahearn
marketing@waterfall.com
Don’t Just Message. Have a Conversation.

Addendum
Mobile Marketing Stats

Source: mLightenment, 2013
Mobile Marketing Spending In The U.S.
2010 2011 2012 2013 2014 2015
$7,686
$5,910
$4,273
$2,964
$1,878
$1,248
$9,207
$7,078
$4,871
$3,060
$1,743
$991
$2,912
$2,174
$1,312$669$336$166
Mobile Direct Response Enhanced Advertising
Mobile Media Advertising
Mobile CRM
$2,405
$3,957
$6,693
$10,456
$15,162
$19,806 52%
44%
77%
56%
CAGR
Millions of Dollars

Source: mLightenment, 2013
2010 2012 Chg
Television 89.5% 88.3% -1%
Desktop PC 62.5% 58.1% -4%
Radio 60.6% 58.8% -2%
Newspapers 38.6% 36.1% -3%
Magazines 28.6% 24.8% -4%
Mobile Device 84.2% 89% +5%
Share of U.S. Adult Population Reached

What’s The Primary Use of a Handset?
0
200
400
600
800
1000
1200
1400
1600
1800
Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q4 2011 Q4 2012 Q4 2013
PCs Smartphones Tablets
Source: Enders Analysis, 2014
Estimated Global Installed Base (m.)

Source: Salesforce, State of Marketing, 2014
Current Growth of Digital Marketing Budgets
98% of marketers plan to increase or maintain their budgets for 2014.
Email
SMS / MMS
Social
Push
Display
SEM / SEO
Mobile Ads
Automation
0% 25% 50% 75% 100%
31%
34%
39%
44%
32%
36%
33%
38%
60%
55%
54%
43%
49%
57%
53%
58%
Increase
Remain Same
Don't Know
Decrease

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