A Good Reputation Delivers Huge ROI Sal Tripi, Director of Operations/Compliance Publishers Clearing House Tuesday, February 26, 2008

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1 A Good Reputation Delivers Huge ROI Sal Tripi, Director of Operations/Compliance Publishers Clearing House Tuesday, February 26, 2008 More data on this topic available from::

2 Traditional View Obstacle Sales Prevention Growth Inhibitor 2

3 Using Reputation Based Marketing Increase Sales Grow/Foster Profitable Business Relationships Protect Brand Improve Campaign Level Metrics = Increased Conversions 3

4 The Importance of Reputation The #1driving force behind getting your message to the consumer Brand Protection Value of Brand Impact on Potential Business Relationships 4

5 The PCH Brand Over 50 Years PCH is Sweepstakes One of America s most well-known brands. TRUSTED Yes! We really do give away all that money No! You do not have to order to win. 5

6 The PCH Brand Brand Protection is Crucial For Future Success Leveraging The PCH Brand With Valued Advertisers And Partner 6

7 PCH On-Line 7

8 Impacts to Reputation Mailing Activity Customer Actions Authentication Feedback Loops List Hygiene Abuse/Webmaster Your Reputation Business Partners Method to Monitor KPI s Unsubs, complaints, etc Infrastructure 3rd Party Accreditation 8

9 Impacts to Reputation Mailing Activity Customer Actions Frequency Segmentation Your Expected Reputation Business Partners Infrastructure Throttled 3 Rd Party Accreditation 9

10 Segmentation/Personalize One Size Does Not Fit All Use of Information Collected 10

11 Segmentation/Personalize Customer Name and Town Customer Area Local TV Stations 11

12 Segmentation/Personalize Products targeted to customer based on past purchase or activity 12

13 Impacts to Reputation Customer Actions Mailing Activity Report Spam Business Partners Abuse Your Reputation Are they engaged or dead? Infrastructure 3 Rd Party Accreditation 13

14 Impacts to Reputation Customer Actions Mailing Activity Business Partners The Most Overlooked Impact to Rep Their Rep Your How Do They Treat YOUR Customer Mailing Activity Reputation Share Names Suppression List Protection Infrastructure 3 Rd Party Accreditation 14

15 Impacts to Reputation Mailing Activity Customer Actions 3rd Party Validation of Procedures Industry Expertise ISP Relations Tools Whitelisting Your Reputation Business Partners Infrastructure 3 Rd Party Accreditation 15

16 3 rd Party Accreditation Services 3 rd Party Validation of Procedures On-going Monitoring Whitelisting Knowledge Base 16

17 Manage Your Reputation Commitment from Executive Team Difficult Decisions Long Term View vs. Short Term Opportunity Resources Time Investment in Tools 17

18 Managing Your Reputation SNDS Smart Network Data Services (SNDS) Analyze and react to activity. It s Quick, Easy and FREE Complaint Rates Block Lists Delivery 18

19 Managing Your Reputation SNDS Complaint Rates BlockLists Data needs to be ACTIONABLE mailing by segment. Delivery 19

20 Managing Your Reputation SNDS Complaint Rates Block Lists Delivery Rates 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 20

21 Managing Your Reputation Delivery Bounce Management Have limited retries Remove Hard Bounces Immediately 21

22 Managing Your Reputation Delivery In Box Delivery 22

23 Managing Your Reputation 3 rd Party Advertisers 23

24 Managing Your Reputation 3 rd Party Advertisers Understand Your Customer Experience Their Mailing Practices Perform a Reputation Assessment Prior to allowing any 3 rd party advertisements within s. Evaluate Sending domain, IP s for a view into their mailing activity. On-going monitoring 24

25 Managing Your Reputation 3 rd Party Advertisers On-going monitoring Constantly Seed Monitoring Services Habeas, Lashback, Return Path etc. 25

26 What s it Worth? Impact of Good Reputation 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Open PCH vs. Industry Avg Click Ind. Avg PCH 26

27 Engage the Sales Force Allow Potential Advertisers to Audit the Process Provide IP Domain Information Provide Links to Reputation Services Allow Potential Advertisers to Audit the Process 27

28 Increase Sales Increased List Retention Improved Customer Satisfaction Protect Brand Truly Mutually Beneficial Partnerships 28

29 Increased Opportunity Big Name Partners Exclusivity Truly Win/Win Long Term Relationships 29

30 Increased Opportunity Custom Promotion Targeted Audience Trusted Relationship Long Term Relationships 30

31 New Whitepaper Visit the booth or download at Habeas.com 31

32 Credits/Thank You Sal Tripi, Publishers Clearing House

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