Silverpop using email marketing to drive business

1. Instant ROI: Using Email Marketing to Stay in Touch and Drive More Business April 2012 Dave Walters, Product Evangelist Twitter: @_DaveWalters dwalters@silverpop.com

2. Housekeeping Questions? We’ll have 10-15 minutes for Q&A at the end of the presentation. Please use the “Question” box to ask questions. Unanswered questions will be receive responses via email Is this Webinar Being Recorded? Yes, the recorded webinar will be posted on Stamps.com webinar page as well as on YouTube. Attendees will receive link via email

3. Housekeeping Having Audio Problems? Phone – please hang up and call back in Computer – we recommend using the call in phone number

4. Agenda • Silverpop Intro • Why Use an Email Service Provider • Customer Examples • Stay In Touch • Grow Your Audience • Increase your Interactions • Own Your Location • Questions

5. Who is Silverpop? • Market-leading digital marketing platform • Email delivery + marketing automation + location • Used by marketing groups from 1 to 500 • Many customers migrate from platforms like Constant Contact and MailChimp

6. 4,000+ Brands Powered by Silverpop Financial Services Retail Energy & Utilities Media Business Services Software Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education

7. Scaled for Small & Medium Businesses • More than 15,000 marketers use Silverpop every day • Complete but not complex • Force multiply your marketing effort • New Essentials product designed for small and medium businesses

8. Why Use An Email Service Provider? • CAN-SPAM requires opt-out, physical mailing address and other attributes within every message • High deliverability into major domains like Gmail and Hotmail • Behavior tracking and response rates are critical • Using your Gmail or Outlook just doesn't cut it

9. The Marketing Spectrum Mass Direct Behavioral Marketing Marketing Marketing Customers Customers Customers are many are a single are little audience individuals audiences

10. Staying In Touch

11. Confirmation • Delivered when the user signs up • Provides second-level information and program details • Timeliness is the key to engaging the user

12. Personalized Reminders

13. Happy Birthday • Birthdate can be captured at retail or via Facebook • Aim to deliver the Monday before the customer’s birthday • You can choose to deliver discounts or just recognize

14. Channel Communications Communications every 6-8 weeks Australia Communications every 1-2 weeks 200% increase in relevant business dialog 47% open rate

15. Welcome Message • Goes out automatically at sign up • No matter the source of the subscription • Much higher open rates than traditional broadcast messages (38:1)

16. Welcome Offer • Subscribers who opted in outside of the purchase process • Get the same coupon as part of an onsite promotion • Scheduled for the morning after sign up

17. Grow Your Audience

18. Social-Powered Forms 66% of users prefer using social credentials

19. Email Opt-In on Facebook

20. Email Opt-In on Facebook

21. In-Store Email Collection

22. Increase Your Interactions

23. Create UGC • Holiday card: Sent Dec. 24 • Facebook: 150+ photos added

24. User Input Rules 30% Increase in Orders and Sales

25. Re-Engagement Messaging

26. Upsell and Cross-Sell Best Practice: Recommend accessory items or complementary items for each product in cart

27. Own Your Location

28. Location-Based Marketing Isn’t New