Reactivation and other marketing challenges

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2 Reactivation and other marketing challenges Topics: Deliverability, ROI, Inactives, reactivation, campaign & success metrics, automation, testing, optimization, segmentation, mobile audience, mailing frequency testing, inactive subscriber sources

3 Today s Speakers Craig Swerdloff CEO, LeadSpend, a part of Experian Skip Fidura Client Services Director dotmailer George DiGuido Head of Marketing About.com

4 The mobile factor % Average user base s on a mobile device

5 Automation s Impact & Potential Top priority consideration for clients with multiple touch point programs Automation is the foundation for complex behavioral contact plans Equifax winback stream examples shown below #EEC14

6 The Advent of Programmatic CRM Retargeting Custom Audiences Tailored Audiences Active Audiences LiveAudience #EEC14

7 Canadian Anti-Spam Legislation (CASL) #EEC14

8 Scenario 1: Reactivating an old list

9 Scenario 1: Reactivating an old list Results: - Mailing from an internal platform - 22 million records, aggregate, dating back to No historical performance data on each individual - Gradual mailing plan - Started with the largest list, most active sending - 5K every 4 hours - Built over 3 weeks

10 Scenario 2: Migration to a new ESP

11 Scenario 2: Migration to a new ESP Results: Company A - Global organization with 15 different offices. 4 different ESP platforms were being used. - Used tools like Return Path to determine domains and IP addresses being mailed from. - Once offices were identified, reached out and shut down non-approved ESP accounts. - Setup structure within approved ESP partner to meet needs of all 15 offices. - Data alignment, best practice enforcement, more usage of the channel.

12 Scenario 3: Control the messaging

13 Scenario 3: Control the messaging Results: Company A - Global organization with 15 different offices. 4 different ESP platforms were being used. - Used tools like Return Path to determine domains and IP addresses being mailed from. - Once offices were identified, reached out and shut down non-approved ESP accounts. - Setup structure within approved ESP partner to meet needs of all 15 offices. - Data alignment, best practice enforcement, more usage of the channel. Results: Company B - Dated internal infrastructure. - Loose integrations with CMS and other platforms with very little documentation - Used tools such as Return Path and others to determine domains and subject lines of mail being sent. - Next steps: determine if there are non-approved senders on our domains and if DMARC might be a viable solution

14 Scenario 4: Phishing

15 Scenario 4: Phishing Results: - Content was phished, not domain - Header & creative used to send spam - Optout information pointed back to About.com but was not working - Ended up in Gmail spam folder - Was able to reach out to hosting provider of the site URL - Site was shut down - Reached out to Google with evidence - Meanwhile, ed to engaged Gmail audience

16 Scenario 5: Moving from lists to profiles

17 Scenario 5: Moving from lists to profiles Results: - Close to 1,000 lists to be migrated from internal platform to ESP - No historical individual user performance data - Started with best and largest performing campaigns - ESP assisted with some amount of list hygiene to weed out bad addresses - Migration still in progress - Delivery ramped slow at the beginning - Current ramp cycle is very fast - No major deliverability issues % delivery to on-boarded lists

18 Scenario 6: Mailing frequency

19 Scenario 6: Mailing frequency Results: - TBD - Over 900 Experts responsible for putting together campaigns - Creating tools that allow writers to be more effective in creating newsletters - Tools will limit/allow the ability to do new and inventive things with the medium - Enhanced reporting

20 Other Scenarios? Questions? #EEC14

21 Thank You! Craig Swerdloff CEO LeadSpend Skip Fidura Client Services Director dotmailer George DiGuido Head of Marketing About.com