sponsor presentation: yes lifecycle marketing

Yes Lifecycle Marketing | Proprietary & Confidential 1

When Insight Is EverythingMichael Fisher, President


• Multiple email vendors have consolidated with larger technology providers

• Innovation has been driven by integration and not by development of new capabilities

• Marketers continue to struggle with accessing big data

– Email Event Data/Display Data/Social Data/Push Data/Off-Line Data

• Marketers are far from fully leveraging technology to develop individualized communications

• New subscriber acquisition has become more challenging

• Marketers have come to accept the status quo for actionability, i.e. multiple platforms and an incomplete view of their customers…channel specific limits

• Email is still perceived as a stand-alone channel

The Email Industry Today


• Comprehensive feedback from analysts, the market, and our customers• Demand for central point of control across touchpoints and data• Insights living in all channels and part of every touch point• 69.4% of email clients list “improved customer engagement” as a top priority

What We’re Hearing

0% 10% 20% 30% 40% 50% 60% 70% 80%

Improve Customer Engagement

Increase Sales

Improve Customer Retention

Build a Better Understanding of the Customer

Improve Customer Acquisition

Improve Cross-channel Effectiveness

Improve Internal Efficiency

Improve Profitability / Margin

Reduce Marketing Costs

Other / None of These

Top Goals for Email Marketers

#1 Goal #2 Goal #3 Goal


6.70

4.75

4.61

4.24

3.45

2.86

2.25

1.84

6.59

5.41

4.96

3.91

3.52

3.08

1.87

1.57

Email

Social Media

Display

Direct Mail

Push

SMS

Telemarketing

Mobile Wallet

Relative Channel Importance for Email Marketers(1 - Not Important, 7 - Very Important)

All Email Customer Engagement a Top Goal

Emailers Have Cross-Channel Responsibilities

• 73% of email marketers have some level of responsibility in 3+ channels

• Top secondary channels:– Social Media– Display– Direct Mail

• Social and Display are even more important for email marketers focused on improving customer engagement

15.1%11.8%

16.1%

10.8%

6.5%8.6%

3.2%

28.0%

0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5 6 7 8

Channel Responsibility by # of Channels


The future of email marketing is one where email doesn’t stand on its own, rather it is at the core of an integrated digital ecosystem that delivers contextual communication across all channels for marketing, sales, and services enabling the delivery of individualized communications to the customer wherever and whenever the customer expects it. • Customers have to be the primary drivers of communications• Algorithmic approaches will gain wider acceptance, and become part of an

overall analysis framework for customer obsessed organizations. • Technology proliferation will outpace consolidation and incorporation into full

stack solutions

The Future is Customerization

Build, define, activate, and motivate audiences across multiple channels.

Customerization delivers a consistent experience to the consumer wherever, whenever, and however the consumer

chooses to consume it.


The Opportunity


Focus on customers means results and revenue:• Making big data easy to understand and actionable…”small can be big”• Supporting customerized marketing communications across channels• Reducing the time to engagement and increased efficiency• Integrating analytics, reporting, and insights• Measurement is not the afterthought, but the forethought


Top Challenges Marketers Face


Customerize Your Brand Across Channels

Communicate with your customers through any combination of:

• Email

• SMS

• Display & Display Re-targeting

• Push

• Facebook Posts

• Facebook Custom Audiences

• Twitter

• Gmail/Google Ads


A consistent view of the customer provides a robust understanding of customers that empowers marketers’ contextual marketing efforts.

• Know Your Customer:

– Who they are and where they are in the customer lifecycle

– Where, how, when, and why they engage

• Data Sources: Descriptive, behavioral, self-reported, etc.

• Validate: Effectively measure cross-channel behavior

• Big to small to one size fits all?

Clarity Resides in Insights Drawn from Big Data


Technology Should Solve These Challenges

• Real-Time Speed

• True Integration of Analytics & Execution

• Consistent View of the Customer

• Train-of-Thought Analysis


From What to How


Creating a System of Engagement unites technology and processes with marketers to turn Big Data derived insights into goal oriented marketing cross channel communications that create customer action and associated results.

Extend Beyond Email Platform….


What is a System of Engagement?


• Know Your Customer: Marketers’ need for a consistent view of their customers by providing demographic, socio-economic, geographic, behavioral, and interest data.

• Make Big Data Actionable: Use cutting edge technology to turn Big Data into streaming, easy to understand, actionable insights.

• Ensure “know how” is Interwoven: It’s not just about the technology, it’s enabling insights.

A System of Engagement Lets You…


How We Can Help


Yes Lifecycle Marketing’s Yesmail360i is a revolutionary cross-channel marketing platform which brings together real-time technology, data, actionable analytics, reporting, and campaign planning into a single intuitive platform that enables marketers to optimize their marketing communications to drive results and revenue.


Bring your vision to life by making insights easy to understand and actionable:• Goal oriented metrics• Cross-channel measurement frameworks• Contextual data integration• Link strategy and data to your action plan• Cross-Channel testing frameworks to lead

to robust Customerization

Yesmail360i…..Stretch your insights & goals


Thank you!

To Learn More…

WWW.Yesmail.com/YescalateYescalate 2016 is an exclusive Client SummitExecutive client only event July 19 & 20 Chicago

[email protected]