7 & CROSS-CHANNEL MARKETING INNOVATIONS THAT WORK

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1 7 & CROSS-CHANNEL MARKETING INNOVATIONS THAT WORK IF YOU RE NOT USING THESE NOW, YOU SHOULD BE

2 US Headquarters StrongView Systems, Inc Island Drive, Suite 200 Redwood City, CA United States P: +1 (650) F: +1 (650) UK Headquarters StrongView Systems UK Ltd. Adelaide House Perth Industrial Estate Slough Berkshire SL1 4XX United Kingdom P: +44 (0) APAC Headquarters XCOM Media Unit 1 15 Lamington Street New Farm Queensland 4005 Australia P: Copyright 2014 StrongView Systems, Inc. All rights reserved. No part of the contents of this publication may be reproduced or transmitted in any form or by any means without the written permission of StrongView Systems, Inc. The information furnished herein is believed to be accurate and reliable. However, no responsibility is assumed by StrongView for its use, or for any infringements of patents or other rights of third parties resulting from its use. STRONGVIEW and the STRONGVIEW logo are registered trademarks in the United States, other countries or both. All Rights Reserved. StrongView Systems UK, Ltd is a company registered in England and Wales at 5 New Street Square, London EC4A 3TW. Reg. No VAT # GB Trading Address: Adelaide House, Perth Industrial Estate, Slough, Berkshire, SL1 4XX, United Kingdom.

3 7 & CROSS-CHANNEL MARKETING INNOVATIONS THAT WORK INNOVATIONS IN DESIGN 1. RESPONSIVE DESIGN FOR MOBILE 2. TEMPLATE OPTIMIZATION & DYNAMIC CONTENT INNOVATIONS IN PERSONALIZATION 3. PROGRESSIVE PROFILING 4. OPEN-TIME PERSONALIZATION INNOVATIONS IN CROSS-CHANNEL MESSAGING 5. DISPLAY RETARGETING 6. INTEGRATING MOBILE & 7. INTEGRATING SOCIAL &

4 INNOVATIONS THAT WORK Today, innovative and cross-channel marketing requires more than the ability to come up with clever subject lines and aesthetically pleasing HTML template designs. To really grab and maintain attention in the inbox and beyond, marketers also have to meet the increasing consumer demand for personalized messaging and content that reflects their current interests and anticipates their needs. Sound daunting? Luckily there are a slew of recent technical innovations and new tactics that are making personalizationat-scale easier than ever. On the following pages you ll find an introduction to seven and cross-channel marketing tactics that rely on recent design, personalization and cross-channel messaging innovations, including real-world examples from StrongView clients. If you re not using these proven innovations yet, now is the time to get started & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

5 INNOVATIONS IN DESIGN RESPONSIVE DESIGN FOR MOBILE The design of adaptive, mobile-friendly layouts that are coded to serve up optimal viewing experiences on a variety of mobile devices. Responsive design ensures that your s are easily viewable on a small screen and lets your customers quickly complete a desired action with a minimum of resizing or scrolling. With 66% of opens now happening on a mobile device (and growing every year), making sure your campaigns are mobile-optimized with easy-to-tap CTAs and fewer navigation buttons should be a no-brainer. 1 When Extra Space Storage wanted to revamp its lifecycle communications to improve conversions, they turned to StrongView to create one dynamic template that offers up the optimal viewing experience for the device used to view the message. ExtraSpace Storage uses a responsive design template optimized for mobile viewing. 1 Movable Ink, US Consumer Device Preference Report Q1 2014, & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

6 INNOVATIONS IN DESIGN TEMPLATE CONSOLIDATION USING DYNAMIC CONTENT The process of using dynamic content to design a single template that can be used across multiple campaigns or brands. Not only can it save your team countless hours of production time, it also allows your messaging to be more flexible, scalable, relevant and personalized. The resulting dynamic template makes it easy to manage copy, image URLs and links outside of the core HTML template. That means faster campaign turnaround times, increased responsiveness and an body that automatically changes based on past customer interaction data. In other words, this makes your messaging more contextual a distinct competitive advantage in today s environment where consumers expect seamless, personalized brand experiences across a variety of devices and channels. InterContinental Hotels Group used StrongView s Creative Services expertise and dynamic messaging capabilities to consolidate over 400 templates across 10 brands into one dynamic template with more than 30,000 variations. As a result, they ve cut the time to build and deploy new templates by 81% and their customers are receiving more relevant, personalized communications. InterContinental Hotels Group (IHG) now has one template that uses dynamic content to deliver personalized messages across 10 different brands & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

7 INNOVATIONS IN PERSONALIZATION PROGRESSIVE PROFILING A method of collecting small amounts of information over time to understand and better target against a customer s evolving interests and preferences. Data can be collected by asking questions directly or by inferring preferences from click or browse behavior data. Progressive profiling is a technique that s been around for a while, but new marketing technologies now enable this iterative process to occur in near real-time. These tools can automatically personalize messages with just-acquired customer insights to dramatically boost engagement and conversion rates. When you just ask for small amounts of feedback over time and put the most important questions first, the customer ask is minimal, and nearly two-thirds of consumers say they re willing to provide more information in exchange for a truly personalized customer experience. 2 The key is to be sure to actually provide that enhanced personalization. When done right, progressive profiling is a mutually beneficial give-and-take that can convert occasional buyers into brand enthusiasts and increase the lifetime value of your customer base. Rather than asking new customers for detailed preference information when they create an account, Cooking.com instead collects information incrementally through an welcome series that uses click data to further personalize each subsequent message. Day 0 Day 4 Day 8 Cooking.com uses click data to personalize each installment of its multi-part welcome series. 2 Experian Marketing Services, Market Study, December & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

8 INNOVATIONS IN PERSONALIZATION OPEN-TIME PERSONALIZATION A method of automatically customizing content using real-time data accessed the moment the customer opens the not at the time of send. This requires a marketing technology platform that can pull real-time subscriber data directly from various data systems and then use that information to instantly render updated content via dynamic content blocks within the . Customers are clamoring for more personalized brand experiences, and they re willing to share personal data with their favorite brands to enable it. Open-time personalization lets you respond to your customer s current needs in that moment, as indicated by a specific social status update, the device they re using, where they re located at the time of open, a local cold snap or the use of an app at a certain time and place. It s key to making your messaging more contextual and creating personalized brand experiences that create utility and attract and retain customers at scale. And considering that personalized content has already been shown to generate transaction rates six times higher than their impersonal counterparts, it s a powerful way to win customer attention, secure wallet-share and engender brand loyalty. 3 IHG helps drive customer loyalty with real-time weather forecasts in its confirmation and pre-stay messages. Each time a customer opens the , it automatically refreshes to provide an up-to-date weather forecast for the travel destination. IHG includes weather forecasts in its pre-stay s that automatically refresh at time of open. 3 Experian Marketing Services, Market Study, December & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

9 INNOVATIONS IN CROSS-CHANNEL MESSAGING DISPLAY RETARGETING An effective cross-channel marketing technique that allows you to serve online ads based on engagement with your programs. There are two different ways to conduct display retargeting. First, you can trigger display ads based on opens or clicks in an and customer profile data. Second, you can engage inactive members of your list with display targeting based on known cookie data (also known as CRM retargeting). This is a particularly powerful way to supplement your marketing campaigns with targeted crosschannel touchpoints. With the right approach, you can keep your brand in front of your subscribers without risking over-sending and unsubscribes. Consider targeting lapsed subscribers that were once customers or targeting display ads based on customer action triggers, such as an abandoned cart or incomplete trial user registration. It s an effective way of improving your customer lifecycle communication strategy by building multiple touchpoints with customers and keeping your brand top of mind. Cooking.com is using display retargeting to increase engagement with customers who have opened a specified category of promotional s. Once a customer opens the , they re served Cooking.com display ads on sanctioned websites that prompt them to come back to the site to make a purchase. Once a purchase is made, it s attributed to the retargeting program and the customer will no longer see that specific display ad. Cooking.com serves up display ads to increase engagement with customers who have opened a prior promotion & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

10 INNOVATIONS IN CROSS-CHANNEL MESSAGING INTEGRATING MOBILE & A powerful way to engage on-the-go consumers via their mobile device. With 72% of mobile phone users owning smartphones and SMS open rates at nearly 100%, mobile can greatly expand the reach and effectiveness of your programs. 4 Tactics for integrating mobile with range from allowing customers to sign up for newsletters via SMS (text to join), providing device-specific content in s to drive action and integrating text messaging in cross-channel lifecycle marketing programs. The immediate attention consumers give SMS messages make it the perfect channel for alerting customers about important product or service updates, soliciting subscribers or reactivating lapsed customers who have become unresponsive on other channels. Mobile is a very personal and immediate channel, so the focus should be on hyper-relevant content. Adding push and SMS messaging to crosschannel lifecycle programs can boost engagement with location-based information and real-time alerts. SMS can also be used to gather data via a polling approach. For example, ask your consumers to respond Yes or No to a key question and then segment the audience for future message content based on response. Frontier Airlines enables their customers to easily sign up for their program via SMS. As customers make their way down the jet way, Frontier advertises the benefits of its program and provides a short code that users can text with their address to sign up. Frontier Airlines enables its customers to use SMS to easily sign up for promotions. 4 comscore Inc., August & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

11 INNOVATIONS IN CROSS-CHANNEL MESSAGING INTEGRATING SOCIAL & A way to expand reach and gather more customer data by leveraging your consumers social networks. This crosschannel method is more than just inserting social sharing and connection icons into your s. Effective social integration also includes leveraging social graph data, using social posts to drive subscriptions and enabling social login options for account creation and subscriptions. Leveraging social graph information can help you tailor messages based on real-time social connections or sentiment information. Embedding social sharing functionality in your s can help amplify your messaging and give a big boost to your click-throughrates; s that include share and connect buttons have CTRs that are 115 percent higher than s that don t embed social sharing, plus they benefit from the halo effect of new engagements with recipients extended social networks. 5 Incorporating sign-up calls-to-action on your social homepages and within your social posts can help grow your list by attracting new subscribers who have already proven their interest in your brand through social. Social login options make it easier for consumers to opt-in by auto-populating key data, including their addresses. Not only does this ensure high deliverability, this integration provides a payload of social profile data for use in targeting and improving messaging relevancy. Vitacost leverages social media to expand the reach of its marketing programs. subscribers are actively encouraged to share offers to their social networks on Twitter and Facebook, expanding campaign reach and driving additional conversions. Vitacost encourages its subscribers to use social media to share offers with friends and family. 5 GetResponse (2012). Social Sharing Boosts CTR Up To 115% & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

12 HOW TO GET STARTED Today, innovation in and cross-channel marketing is being driven by new technologies, data streams and channels that work in harmony. While the marketing opportunities these advances present are huge, they do require a foundation of actionable data and the right technology to efficiently deploy coordinated campaigns and programs. For example, executing open-time personalization requires integration with e-commerce systems, web analytics, recommendation engines, customer databases and/or other external systems. Once those integrations are in place, you also need powerful dynamic content capabilities that can automatically update messages at the time of open with the latest data available. And if your customer happens to check their on their mobile phone, you ll also want to be sure that your s are optimized for mobile viewing with responsive design. As you can see, these tactics are not only meant to be used together for maximum results, they are part of a complex ecosystem that leverages data to deliver an optimized cross-channel experience for consumers. Today s and cross-channel marketing platforms combine data insight with campaign automation and optimization to enable sophisticated marketing strategies. All this can now be accomplished through intuitive user interfaces that allow individual marketers to execute activities that used to require the support of entire teams. The right technology solution will provide real-time connections to customer databases and other business systems, assemble messages with lightning speed, support integrated cross-channel marketing triggers and messaging and optimize performance with real-time automated programs. These technologies are making personalization-at-scale easier than ever. Having the right cross-channel marketing platform will not only help you boost your engagement and conversion rates, it will help you understand and act upon customer sentiment and intent in the moment. And that is the ultimate key to winning attention in the inbox and beyond, converting occasional buyers into life-long brand enthusiasts and increasing the overall value of your customer base. For more information on how to embrace innovation in your and cross-channel marketing efforts, contact StrongView at or info@strongview.com. With its market-leading technology and award-winning services, StrongView specializes in helping global brands understand the current context of each customer and engage them accordingly across channels & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914

13 ABOUT STRONGVIEW StrongView s cross-channel marketing solutions provide enterprise marketers with the tools, services and insights required to effectively engage today s constantly connected customers. Combining a powerful cross-channel campaign management solution with market-leading data access and analysis, StrongView s Marketing Cloud enables marketers to understand the current context of each customer and respond in real time with relevant messages across , mobile, social, display and web. A champion of Present Tense Marketing, StrongView is committed to delivering solutions that reflect the new reality of the technology-empowered customer. Based in Redwood City, CA and backed by leading venture capital investors, StrongView has been helping global brands in retail, travel, finance, entertainment and online services overcome the limitations of other marketing platform providers for more than a decade. For a stronger view of marketing go to StrongView.com and follow us at and & Cross-Channel Marketing Innovations That Work Copyright 2014 StrongView Systems, Inc. All rights reserved. SV-T-10914