Leveraging Data-Driven Marketing. John Boris, SVP and Chief Marketing Officer, Shutterfly Inc.
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1 Leveraging Data-Driven Marketing John Boris, SVP and Chief Marketing Officer, Shutterfly Inc.
2
3 Creating Customer Relevancy Right Message Right Place Right Personalized & relevant content = Time Deeper engagement
4 Setting Clear Expectations
5 Diving Into Data
6
7 Contact me when you have something relevant to say & send it at a time when I am most engaged (11/24/16)
8 Offer promos that are most appealing & relevant to me
9 Serve me products and content I ll be interested in and make the content personalized to me
10 Optimize the message to the device I m using (mobile)
11 Timing Day 1 Day 3 Day 5 Day 9 Day 11 Day 13 Day 16 Day 18 Day 20 Fixed 9-month Stream Promo 20% + Free Shipping 20% + Free Shipping 20% + Free Shipping Buyout: 7 days Buyout: 6 days Hero A great wedding begins with a great Show off your personality with your Find your perfect Save the Date, at a 30% off your Save the Date order; A date worth saving 2 Days Left: 30% off your Save the Message save the date: Save the Date: price you can feel good about: - Show breadth + 1 CTA - Flat cards (inc. prem) Date order - Tell your story with a multiphoto (include starting prices) - Flat cards (inc. prem) postcard - Make it fun with a coaster - Flat cards (inc. prem) - Be romantic with a flat card showing off engagement photos - Keep it practical with a magnet Secondary Find the StD format that fits you best We make it easy to find your perfect Dress up your envelope: Found a design you love? Make it Save the Dates customized your way So many ways to save your date Message (link to Merch video) Save the Date - Custom envelopes your own with the format that works - Add a FREE back of card design (include starting prices & reasons to - See your photo in every design at - Personalized postage best for you: - Request a custom color pick each ff below) once with our My Photo feature - Address Labels - single photo postcard - Add trim (show at least 3 designs, convey - multiphoto flat card - Style your envelope with address - Flat cards & Postcards breadth) - single photo heart card labels and personalized postage - single photo magnet - Premium Recovery SSK Custom Stamps Address Labels (show various types) Custom Envelope SSK Personalized Postage Thank You Cards Custom Stamps Buyout: 6 days Up to 40% off your StD order - Flat cards & Postcards - Premium Stand out in the mailbox: - Custom envelopes - Personalized postage - Wraparound Address Labels Thank You Cards New Save the Dates that show off your personality: - Romantic heart-shaped cards - Funny sentiments - Witty Coasters Tip: free photo retouching Shop Other Wedding Essentials Thank You Cards Custom Envelope 48 Hours Left to Save Up to 40% on your Save the Dates (billboard) Address Labels Personalized Postage Fixed 7-month Stream Timing Day 1 Day 3 Day 5 Day 9 Day 11 Day 13 Day 16 Day 18 Day 20 Promo 20% + Free Shipping 20% + Free Shipping 20% + Free Shipping Buyout: 7 days Buyout: 5 days Buyout: 2 days Buyout: 6 days Hero A date worth saving Tell your love story with your Save the 20% off + Free Shipping: 3 Days Left 30% off Save the Dates New Designs! Sale extended! 1 extra day to save Up to 40% off Save the Dates A great wedding begins with a great 2 Days Left to Save Up to 40% on your Message - Flat cards (inc. prem) Date Show breadth of new StD designs with 30% off your Save the Dates save the date: Save the Dates (inc. starting prices) - show breadth callouts for heart-shaped cards and - Flat cards (inc. prem) show breadth - Flat cards - Flat cards funny sentiments - Flat cards (inc. prem) - Heart-shaped card Tip: free photo retouching Secondary We make it easy to find your perfect Wedding Invitations Show your couple personality with Make it Your Own New + 25% off Show off your personality with your Stand out in the mailbox: Wedding Invitations Message Save the Date Invites that are true to the two of you your save the date: - Pick your format Save the Date (e.g. Jan2016 HP) - Custom envelopes Invites for every style, season and - See your photo in every design at - Romantic magnet - Request a custom color (include starting prices & reasons to - Personalized postage budget (show breadth) once with our My Photo feature - Cheeky flat card - Add trim pick each ff below) - Custom Stamps (show at least 3 designs, convey - Fun coaster - Style your envelope with custom - Flat card breadth) - Classic postcard stamps and personalized postage - Coaster TIP: free photo retouching! - Postcard - Magnet - Heart-shaped card Recovery SSK Address Labels Personalized Postage Custom Envelope 25% Off Thank You Cards Personalized Postage Custom envelope Custom Stamps Thank You Cards Address Labels Custom Stamps Custom Stamps Variable Stream Timing Day 1 Day 3 Day 5 Day 9 Day 11 Day 13 Day 16 Day 18 Day 20 Promo 20% + Free Shipping 20% + Free Shipping 20% + Free Shipping Buyout: 7 days Buyout: 5 days Buyout: 2 days Buyout: 6 days Hero Save 20% + get Free Shipping on your Tell your story with Save the Dates in 20% off + Free Shipping: 3 Days Left! 30% off your Save the Date order See how these real couples saved Sale extended! 1 extra day to save Up to 40% off your StD order NEW Save the Dates in every shape, Up to 40% off Save the Dates: Ends Message favorite design every shape and size: - show dynamic imagery A great wedding begins with a great their date: (e.g.) 30% off your Save the Dates So many ways to save your date: style, and price tomorrow! - show dynamic imagery (inc. starting prices) save the date - Romantic couple - heart-shaped card -show dynamic imagery (inc. starting prices) -show dynamic imagery - Down-to-earth couple - postcard - Funny sentiments - Flat cards (inc. prem) - Classic couple - magnet - Flat cards - Flat cards (inc. prem) tip: make it your own with custom colors, trim, font, etc. Secondary Make it Your Own A date worth saving 25% Off Make it Your Own Show your couple personality with Create a full suite: Wedding Invitations Message - Add a FREE back of card design Find a design that's true to the two of - Flat cards - Pick your format your save the date: - Custom envelopes Invites that are true to the two of you - Request a custom color you - Request a custom color - Romantic magnet - Personalized postage - Add trim - Add trim - Cheeky flat card - Address labels - Style your envelope with address - Add a custom envelope - Fun coaster labels and personalized postage - Premium - Classic postcard TIP: free photo retouching! Recovery Thank You Cards Custom Envelope Wedding Invitation Suites Custom Envelope Custom Stamps 25% off Personalized Postage Address Labels TIP: Find the StD format that fits you best (link to Merch video) Custom Stamps
12
13 Looking Ahead to 2018 Continued focus on Big Data Mobile priorities Never stop testing and iterating Data & common sense
14
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