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

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13 Looking Ahead to 2018 Continued focus on Big Data Mobile priorities Never stop testing and iterating Data & common sense

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