COMDEX

1
Inside The Wave 8th Issue eNewsletter Re-cap
Program Recommendation
June 22, 2004
2
Agenda

• Inside the Wave
• A glance at ITW eNewsletter strategic development
• 8th issue results May 2004
• Personalized and General lists key findings
• General, Broadband and Mobile segments key
  findings
• Click-stream analysis
• Testing strategy results
• Form Downloads
• Next Steps
• Appendix

3
eNewsletter Strategic Development
4
eNewsletter Strategic Development

• GOALS
• Establish dialogue between ITW subscribers and
  OPWV Executive team
• Build a foundation for long term list
  segmentation and CRM development
• Provide I-Want-To-Read-It-Now content
• Educate on mobile Internet revenue opportunities

• STRATEGY
• Segment database according to List Owners and
  Segment
• Leverage OPWVs editorial board to develop
  engaging, industry related articles
• Incorporate key-findings from issue 7

• Inside
• the
• Wave
• Newsletter

• MEASUREMENTS
• Metrics Opens, Clicks, Click-stream
• Segments (response by) Personalized Lists and
  General.
• Hypothesis In-house lists and website
  subscribers to show consistent open rates with
  previous mailings (between 35-80).

• TACTICS
• Set-up unique lists according to assigned
  segmentation and personalization
• Prioritize content for distribution in the
  Newsletter, depending on the segment
• Identify lists for link vs. text line testing

5
Review Summary Newsletters 1-8

• Review
• Newsletter 8 experienced a slight increase of
  messages sent from Newsletter 7 this is due to
  more AEs submitting the personalized option of
  the newsletter
• Open and click rates were slightly lower in
  Newsletter 8 than in Newsletter 7. Perhaps these
  rates will increase again with the frequency of
  the newsletter decreasing more recipients will
  be looking forward to the content each quarter

6
Issue 8May 2004 Results
7
Executive Summary Newsletter 8

• Review
• The aggregate personalized lists had a higher
  open and click rate than the general and website
  subscriber lists, which is consistent with our
  initial hypothesis.
• Newsletter 8 experienced a slight increase of
  messages sent from Newsletter 7.
• The website subscriber test group had the
  lowest open rate while the general list
  experienced the lowest click rate.

Please see appendix for all individual list
statistics Industry average for B2B open rate
is approximately 30-50 and 4-8 for clicks.
(Email Metrics, 2003)
8
Personalized Lists Key Findings

• Email Statistics Totals
• Sent 2690
• Opens 1180 (43.9)
• Clicks 239 (8.9)
• Bounces 422 (11.7)
• Unsubs 2
• Overall List Performance
• Personalized versions continue to perform better
  than their generic counterparts.
• As compared to Newsletter 7, the results were
  comparable open rate increased by 0.4, click
  rate decreased by 1.8 and bounce rate decreased
  by 5.9.
• Travis Adlmans list showed the strongest
  combination of lick and open rates. Other strong
  combinations came from Paul Averill, Bart Kersten
  and June Bower.

• See Appendix for individual list
  performance/statistics.
• Industry average for B2B open rate is
  approximately 30-50 and 4-8 for clicks. (Email
  Metrics, 2003)

9
Personalized Lists Click-stream Analysis

• 8th Newsletter - Average Article Click

10
General Lists Key Findings

• Email Statistics Totals
• Sent 14,744
• Opens 4,924 (33.4)
• Clicks 990 (6.7)
• Bounces 2,007 (10.4)
• Unsubs 62
• Overall List Performance
• The subject line was tailored to each segment,
  whether it was mobile, broadband or general.
• The website subscriber group brought the average
  open rate down.

• General Lists are the non personalized versions
  INCLUDING the website subscriber test group.
• Industry average for B2B open rate is
  approximately 30-50 and 4-8 for clicks. (Email
  Metrics, 2003)

11
General Lists Click-stream Analysis

• 8th Newsletter - Average Article Click

General Lists are the non-personalized versions
including the website subscriber test group
12
General Segment Key Findings

• Email Statistics Totals
• Sent 15,809
• Opens 5,505 (34.8)
• Clicks 1,101 (7.0)
• Bounces 2,200 (10.6)

• Personalized Results
• Sent 1,747
• Opens 762 (43.6)
• Clicks 148 (8.5)
• Bounces 327 (13.4)

• Non-Personalized Results
• Sent 14,062
• Opens 4,743 (33.7)
• Clicks 953 (6.8)
• Bounces 1,873 (10.2)

• Key Findings
• The personalized group had a higher open rate
  than the personalized lists and had fewer bounces
  this is reverse from the last newsletter.
• The personalized group had a higher bounce rate
  than the non-personalized. We need to concentrate
  on obtaining better data from the AEs.

• See Appendix for individual list
  performance/statistics.
• Industry average for B2B open rate is
  approximately 30-50 and 4-8 for clicks. (Email
  Metrics, 2003)

13
General Segment - Click-stream Analysis

• 8th Newsletter - Average Article Click

14
Personalized General Segment Click-stream
Analysis

• 8th Newsletter - Average Article Click

15
Broadband Segment Key Findings

• Email Statistics Totals
• Sent 316
• Opens 100 (31.6)
• Clicks 16 (5.1)
• Bounces 52 (13.2)

• Personalized Results
• Sent 129
• Opens 54 (41.9)
• Clicks 8 (6.2)
• Bounces 12 (8.0)

• Non-Personalized Results
• Sent 187
• Opens 46 (24.6)
• Clicks 8 (4.3)
• Bounces 40 (16.5)

• Key Finding
• The personalized group had a higher open and
  click rate than the non-personalized lists with
  sample size of relatively the same, the
  personalized version made an impact.

• See Appendix for individual list
  performance/statistics.
• Industry average for B2B open rate is
  approximately 30-50 and 4-8 for clicks. (Email
  Metrics, 2003)

16
Broadband Segment Click-stream Analysis

• 8th Newsletter - Average Article Click

17
Personalized Broadband Segment Click-stream
Analysis

• 8th Newsletter - Average Article Click

18
Mobile Segment Key Findings

• Email Statistics Totals
• Sent 1309
• Opens 498 (38.0)
• Clicks 112 (8.6)
• Bounces 117 (7.2)

• Personalized Results
• Sent 814
• Opens 363 (44.6)
• Clicks 83 (10.2)
• Bounces 83 (10.2)

• Non-Personalized Results
• Sent 495
• Opens 135 (27.3)
• Clicks 29 (5.9)
• Bounces 94 (14.9)

• Key Findings
• The personalized group performed better on open
  and click rate.
• The mobile segment had the highest open and click
  through rates (relative to general and broadband
  segments) this is consistent to Newsletter 7.

• See Appendix for individual list
  performance/statistics.
• Industry average for B2B open rate is
  approximately 30-50 and 4-8 for clicks. (Email
  Metrics, 2003)

19
Mobile Segment Click-stream Analysis

• 8th Newsletter - Average Article Click

20
Personalized Mobile Segment Click-stream
Analysis

• 8th Newsletter - Average Article Click

21
Testing Strategy Text vs. Links

• What the data is telling us There was a
  preference for the newsletter with the links
  rather than the full text articles. With a
  newsletter as long as Openwave, the links not
  only consolidate the newsletter, but it makes it
  easier for the reader to find pertinent articles.
  This finding reinforces the same finding that was
  found in Newsletter 7. Our recommendation for the
  non-personalized versions is to consider having
  the links rather than the article teasers.

22
Form Downloads

• Mobile Messaging 13
• ISPCON Presentation 3
• JMUG 0

23
Next Steps

• Dynamic Publishing
• Resolve Reporting Issue

24
Next Steps - Dynamic Publishing

• From Line
• Subject
• Salutation
• Personalized Text
• Signoff
• Version of ITW

25
Appendix
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Appendix A Personalized Lists
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Appendix A Personalized Lists (cont.)
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Appendix B General Lists
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Appendix C Broadband Segment
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Appendix D General Segment
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Appendix E Mobile Segment