Email 2.0: the empowered consumer and you

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Email 2.0 the empowered consumer and you

• Cori Mozilo Regional Marketing Manager West,
  Cold Stone Creamery
• Catherine Paschkewitz HP Home Home Office
  Store, Hewlett-Packard
• Joel Book Director, eMarketing Education,
  ExactTarget
• Mark Ogne VP Marketing, Acxiom Digital

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Email 2.0 the empowered consumer and you

• Does your new hybrid vehicle have get up and go?

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Email 2.0 the empowered consumer and you

• Consumers evolution
• Bombarded by marketers
• Adoption of technology
• Growing expectations
• Dwindling responsiveness
• Consumers are thirsty for communications that are
  relevant

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Email 2.0 the empowered consumer and you

• Email as an enabler of social networking
• Email has reached almost universal penetration
  97 of consumers and 94 of marketers use it.
• Forrester Email Marketing Comes Of Age,
  March 2007
• Of consumers who buy products advertised through
  email, two-thirds have submitted ratings and
  reviews of products three-quarters forward
  online ads to others.
• Forrester Email Marketing Comes Of Age,
  March 2007

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Case Study Cold Stone Creamery

• Cori Mozilo
• Regional Marketing Manager West, Cold Stone
  Creamery

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Challenges

• How can we identify, engage and deepen
  relationships with avid customers? How can we
  learn from our customers?
• How can online marketing efforts best integrate
  with retail operations?
• How can Cold Stone leverage legacy programs and
  data to drive deeper relationships with
  consumers?

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Solutions

• Expand Birthday Club database
• Create a rich tool for entire organization to
  learn from customers and engage them in a much
  more relevant way
• Develop customer profiles for tracking, strategy,
  and research

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Birthday Club History

• Launched January 2006
• 1.6M Subscribers 2M Birthday Club Members
• Birthday E-Mails
• 60-70 open rates
• 40-50 CTR
• Promotional Campaigns
• 40 open rates
• 10 CTR

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Birthday Club History
Messaging Lifecycle
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My Cold Stone

• Data to drive dynamic content
• Favorites
• Regional events offers
• Local store events offers
• Ultimate personal experience for Cold Stone ice
  cream lovers

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My Cold Stone

• Collecting key data
• Name
• Email Address
• Password
• Favorite Store
• Phone Number
• Mailing Address
• Preferences
• 150,000 new accounts since July 2007
• 50 conversion rate for members

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Microsoft CRM Integration

• Database driven messaging
• Tie CRM database with email content
• Automation
• Reduce maintenance and redundancies

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Promotional Email

• Utilize space more efficiently
• Left hand well for national messaging
• Right hand well for local messaging
• Targeted offers
• One offer for existing favorite
• Second offer incenting new product

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Case Study Hewlett Packard

• Catherine Paschkewitz
• HP Home Home Office Store, Hewlett-Packard

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Challenges

• How can we increase engagement and activity with
  email subscribers?
• How can we increase customer retention and
  cross-category conversion?

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Solutions

• Tap into your email subscribers engaged
  community to provide advice, suggestions, and
  feedback make it a core element of your email
  engagement strategy
• Surveys
• Polls
• Online focus groups
• Customer panel
• Etc.

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Email Community MarketingProduct Ratings
Reviews
Launched November 2006
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Email Community MarketingProduct Ratings
Reviews

• Over 50 of product reviews come from email
  subscribers
• Featuring ratings/reviews in marketing campaigns
  lift sales for products 10-30
• Returns have declined over 10

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Email Loyalty MarketingMy Print Reward

• Launched November 2006
• Loyalty program offering millions of members
  exclusive offers on supplies
• Primary success metrics based on new member
  acquisition, member activity, communication
  engagement and ROI
• ROI over 201

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Email Loyalty MarketingMy Print Reward

• Email contact strategy incorporated as one of the
  core program elements from initial design
• Developed comprehensive set of custom and
  triggered communications based upon member
  interest and behavior
• Invitations
• Welcomes
• Special offers
• Status updates
• Activation
• Reminders
• Thank You

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Email Loyalty MarketingMy Print Reward Sign-up
Modified based on member feedback
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Email Loyalty MarketingMy Print Reward Web
Experience
My Print Reward remembers the printer you own
for convenient shopping
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Email Loyalty MarketingMy Print Reward Status
Emails
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Email Loyalty MarketingMy Print Reward
Promotional Emails
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Conclusions

• Email is an effective enabler of 2.0 strategies
• Soliciting consumer engagement
• Recommendations feedback
• Surveys
• Preferences
• Anticipate and meet consumer expectations
• Increase triggered messages, reduce blasts. Find
  areas for customized or personalized content
• Communications channels
• Consumer preference - Mobile, email, etc.
• Integration of messaging across channel control
  brand voice consistency