1.
PAMELA WONG, EMAIL MARKETING MANAGER
ACHIEVING GOALS BY CREATING EMOTIONAL
CONNECTIONS

2.
WHO WE ARE
3

3.
DUAL-REVENUE BUSINESS MODEL

4.
SUBSCRIBERS
6MM
Q1 2014201320122011
Source: Hulu internal data

5.
CONSUMER BEHAVIOR SHIFTING
LIVE VIEWING
-12 mins/day
DIGITAL VIEWING
+53% Y-o-Y
SMART PHONE VIDEO USAGE
+20% Y-o-Y

6.
Platform Usage
6 MM Subscribers
+3 MM Use connected TV
+2 MM Use phone/tablet
Source: Hulu Internal, Q1 2014.

7.
THE MAJORITY
ARE “PC
NEVERS”

8.
44%
2012
51%
2013
54%
2014
Source: Hulu Internal, 2012 – 2014.
PC Nevers: % of Hulu Plus subs

9.
ON-THE-GO AUDIENCE
EMAILS READ ON MOBILE
70%

10.
CONNECT THROUGHOUT THE LIFECYCLE
ONBOARDACQUIRE ENGAGE REACQUIRE

11.
QUALITY BAR

12.
APPROACH
1. Why does this matter to the customer?
2. Leverage strengths – Content, video,
animation
3. Think of the email as a dialogue

13.
14
REACQUISITION LIFECYCLE PROGRAM
+ 80% CTR
+ 12% CVR

14.
HAPPY BIRTHDAY, HULU LOVES
YOU
15

15.
16

16.
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HITTING THE MARK
2x AVERAGE OPEN RATE
7X AVERAGE CLICK RATE
100% VIEW THROUGH
+3 STREAMS

17.
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THANKS MOM

18.
BLACK FRIDAY
CHALLENGE
19
• Emphasize the experience first
• Succinct copy
• Engaging animation
• Offer represents how to get
started

19.
MUST-HAVE DESTINATION

20.
TAKEAWAYS
21
START WITH THE
CUSTOMER
Context, needs, value
MIND THE ENTIRE
CUSTOMER JOURNEY
Subject line, email, landing page
LEVERAGE YOUR
STRENGTHS
Content, video, animation, voice

21.
THANK YOU