Database + Mobile email + Image Based Marketing

Presented by Chris Munz, Sales Engineer Fishbowl Inc.

@cmunzproject

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It is going to be one of those days!

I feel like this most days!

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How much email are subscribers receiving each day?

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Why People Unsubscribe

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Data Miners

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Segmentation = Relevant Messaging Case Study

The Challenge: Declining/Stagnant Open Rates hovering around 22% - 18% from sending messages to all members.

Family Style Italian Restaurant

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Solution: Learn Guest Preferences to gain additional insight for better message targeting.

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Survey = Customer Data

Survey was sent to the entire list

24% Open Rate

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Special Occasion Data Analysis

Survey Question: Are you ever the event organizer for your group?

4%

24%

50%

22%

Frequency of Organizing Events for Large Groups

Very frequently

Somewhat frequently

Rarely

Never

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Family Data Analysis

Do you have children living at home?

45%

55%

Children Living at Home

Yes

No

0

2000

4000

6000

8000

10000

12000

0-5 6-12 13-17 18+

Num

ber o

f Res

pons

es

Age

Age of Children Living at Home

How old are your children?

Survey Questions:

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Family Mailing 53% Open Rate

Special Occasion Mailing

40% Open Rate

Segmentation Relevant Messaging Higher Open Rates = =

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90 Million Active Subscribers and the Email Providers they use!

AOL.COM 11%

COMCAST.NET 4%

GMAIL.COM 16%

HOTMAIL.COM 14%

MSN.COM 3%

OTHER 24%

YAHOO.COM 28%

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Gmail

Yahoo

AOL

Hotmail

Other

4%

4%

4%

6%

3%

68%

53%

38%

58%

42%

21%

30%

32%

24%

34%

6%

12%

22%

10%

17%

1%

1%

3%

2%

3%

1%

1%

Email Client vs. Age Under 18 18 -34 35-49 50-64 65 or older Rather not say

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"Recognizing it's not every day that you get a chance for free pizza and Pepsi MAX on the simple flip of a coin, we expect the rush of people signing up for Papa Rewards to continue right up until the official coin is tossed. "John Schnatter, Papa John's founder, chairman and CEO.

The reward for Papa John’s was that they gained more insight into new and old

customers.

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Action Based Messaging

22% 23% 32% 36%

46% 47% 47% 57%

83%

Postcards All Messages ProgramAnniversary

PreferenceCenter

Birthday Family Join Loyalty Progam Welcome PreferenceCenter Thank

You

Fishbowl Open Rates % Open Rate

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Action Based Messaging

Regular Messaging Action Based Messaging

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Less Stress!

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Why we need to keep an eye on Mobile Email?

Global Smartphone unit sales are expected to grow 25%, as people exchange their feature phones for more advanced devices.

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~Why Mobile Email is Important~

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Most Preferred types of mobile email messages

Newsletters

New Products

Real Time delivery tracking

Promos + Vouchers

Special Offers

Other

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Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.

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27 Million Users as of March 2012

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jamieoliver Pinterest is great, I don't bloody understand it but I think it's great I think ..... But its a cool way to search good stuff I suppose mmmm

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Top 4 predictions for 2012 Winning Marketing programs will become data

driven end to end.

A tighter bond will be formed between all

marketing channels.

We will need to optimize our messaging for mobile

Image based Marketing will become an intricate

part of your marketing program.

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