1. © Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary. How To Design Winning Email Campaigns Steve Lomax, Managing Director Europe 1 st May 2008

2. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 2 CheetahMail Background Travel Technology & Telecom Retail, eCommerce & Catalog Media & Entertainment Financial

3. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 3 Winning Emails Require Relevance Undifferentiated (Broadcast) Basic Personalisation (Segmentation) Related (Targeted) 11% 65% 24%

4. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 4 Winning Emails Require……  Segmentation to know your customers  Personalisation to “treat different customers differently”  Best practice design to ensure emails are delivered as expected

5. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 5 Know What Data You Want To Use EVENT DATA Dates of key purchases Enquiries Disputes Mailing history Returned goods Insurance claims Missed payments PRODUCT USAGE & OWNERSHIP Products held Level of usage Customer value or profitability over a number of time periods Summary data derived from Event Records DEMOGRAPHIC DATA Geo-demographic Person data – DoB, gender Lifestyle surveys Public data VolatileStable EMAIL & WEB DATA Email history Browsing history Purchase history Abandon history

6. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 6 Know Where You Want to Understand Your Customers Centralised Customer Database CheetahMail Data Warehouse Online Data, Offline Data, Customer Data, Third-Party Data Email Subscriber Data, Event Data

7. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 7 Know What Segmentation You Want to Develop Customer Value AnalysisDemographic & Geographic TargetingBehavioural TargetingAttitudinal Targeting

8. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 8 A Case Study  Increase ROI through segmentation  Provide differentiated content in: Subject line Creative Products Offers  Use different segmentations to drive these areas

9. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 9 Segment Customers By Value  Analysed past transactional data to: Define four value segments Determine which products are most likely to be purchased together  Created more personalised offers that are relevant to each value segment

10. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 10 Segment Customers By Attitude towards Buying  Identifies type of messages and offers that motivate purchases  Create more personalised subject line and creative that are relevant to each attitudinal segment Gender: FemaleAge: 32Location: London Education: CollegeMarital Status: Single Gender: FemaleAge: 32Location: London Education: CollegeMarital Status: Single

11. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 11 Segmentation - Summary  Four value segments driving offers i.e. we know what products to offer what customers at what price  Eleven attitudinal segments driving subject line and creative i.e. we can determine the content and design best suited to motivate each segment to open and buy We now know enough to personalise

12. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 12 Develop Message Content Guidelines Gender: FemaleAge: 32Location: London Shared Demographics & Geographics Different Ways of Thinking Look at Me Now Premium brands Health club member Enjoys entertaining Quality relationships Safety, security Stop & Smell the Roses Enjoys simple pleasures Creative, cultural, spiritual Healthy living Outdoor enthusiasts Activist thinking Message Content Guidelines Emphasise quality of product Focus on sound, secure content or feature Promote customer service features and face-to-face contact Lead with trial offer to build trust Test “club” or continuity type of offers Promote established product brands or features Education: College Marital Status: Single

13. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 13 Develop Message Content Guidelines Gender: FemaleAge: 32Location: London Shared Demographics & Geographics Different Ways of Thinking Look at Me Now Premium brands Health club member Enjoys entertaining Quality relationships Safety, security Stop & Smell the Roses Enjoys simple pleasures Creative, cultural, spiritual Healthy living Outdoor enthusiasts Activist thinking Message Content Guidelines Natural ingredients vs. man made “Slate” versus “gray” Eco-friendly Emphasise quality with details Altruistic positioning – appeal to their altruistic beliefs, showing eco and humanity well-being Education: College Marital Status: Single

14. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 14 Combine Segmentation and Dynamic Content to Boost ROI Gender: FemaleAge: 32Location: London Shared Demographics & Geographics Different Ways of Thinking Look at Me Now Premium brands Health club member Enjoys entertaining Quality relationships Safety, security Stop & Smell the Roses Enjoys simple pleasures Creative, cultural, spiritual Healthy living Outdoor enthusiasts Activist thinking Message Content Guidelines Emphasise quality of product Focus on sound, secure content or feature Promote customer service features and face-to-face contact Lead with trial offer to build trust Test “club” or continuity type of offers Promote established product brands or features Education: College Marital Status: Single Email: 23/2: Opened 17/2: Opened, Clicked 13/2: Purchased Website: 17/2: Viewed All-Clad 13/2: Purchased mugs 28/1: Viewed knives Online Behaviour Data

15. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 15 Using Segmentation to Drive Content to Boost ROI Gender: FemaleAge: 32Location: London Shared Demographics & Geographics Different Ways of Thinking Look at Me Now Premium brands Health club member Enjoys entertaining Quality relationships Safety, security Stop & Smell the Roses Enjoys simple pleasures Creative, cultural, spiritual Healthy living Outdoor enthusiasts Activist thinking Message Content Guidelines Natural ingredients vs. man made “Slate” versus “gray” Eco-friendly Emphasise quality with details Altruistic positioning – appeal to their altruistic beliefs, showing eco and humanity well-being Education: College Marital Status: Single

16. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 16 Using Segmentation to Drive Content to Boost ROI “Look at Me Now” “A Penny Saved” “Stop and Smell the “Roses” Dynamic Content based on baskets by value segmentation: best, high, average, low 23 Versions (not 44) 40% lift in AOV 23% lift in revenue per message

17. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 17 Art or Science?  Test, Test, Test Subject line Content Timing Frequency Product Offers Incentives Look and Feel Landing Pages

18. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 18 Test Tested copy, products & creative to German market Creative Option 1 Click Rate: +22% Revenue: +29% Conversions: +38% Mail throughout western Europe and Poland Conduct over 100 tests globally per week and still learning Test on subject lines, creative and featured products (single vs multiple & types of products)

19. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 19 Best Practice Guidelines: Outlook 2007  Flash and other plug-ins (Video) will not work  Animated GIFs won’t animate, but will display  Background images won’t load by default

20. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 20 Best Practice Guidelines: Others Lotus Notes

21. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 21 The Importance of Alt Tags

22. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 22 Alt Tags – Making content work without images

23. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 23 Making Animation Work  Uses animated Gif  Link to video content

24. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 24 Customer Lifecycle  Transactional messages

25. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 25 Customer Lifecycle  Transactional messages  Re-marketing

26. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 26 Winning Emails Require……  Segmentation to know your customers  Personalisation to “treat different customers differently”  Best practice design to ensure emails are delivered as expected

27. © Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary. Thank You Steve Lomax Managing Director, Europe Experian CheetahMail See us on Stand 180 +44 (0) 1932 268 742 slomax@cheetahmail.com www.cheetahmail.com