This presentation includes Silverpop client caes studies from Heinz Australia and Thai Airways; and then 5 Tips in 5 Minutes. This session was presented by Michael Twomey, head of Strategy for Silverpop APAC. This session was part of the Silverpop APAC Masterclass Breakfast held in Sydney, Australia on September 30, 2011.

1. Case Studies Nick Simms National Channel Manager – Foodservice HJ Heinz Michael Twomey Head of Strategy Silverpop APAC

2. Case Study: Heinz Australia Automate and save resources

5. Launched email promotions to build a more segmented database.

9. Email sales outperformed the combined results of all Heinz Australia sales representatives.

11. Growing database of more than 100,000 Australian travelers.

13. Used highly segmented data to create relevant and compelling marketing campaigns.

16. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.

18. 5 Tips in 5 Minutes Which ones will you adopt?

19. 1. One click enrichment. Mock up preference centre with social signin

20. 2. Use scoring & behaviour to drive next steps Welcome Campaigns 1st Purchase Campaigns Repeat Purchase Campaigns Loyalty Campaigns Reengagement Campaigns 300 400 600 -400 -200 1st Time Customers Subscribers / Visitors Repeat Customers Unengaged Customers Loyal Customers - + + +

21. 2. Use scoring & behaviour to drive next steps 4.1% Triggered Campaigns Volume of Emails sent Sales Generated 40.2% Triggered Campaigns 95.9 % Batch Campaigns 59.8 % Batch Campaigns 4.1% = 40.2% of revenue

22. 3. Create a pre to post sales process

23. 3. Create a pre to post sales process +50% of lost sales via remarketing

24. 4. Test. Test.. Test.. Automated Multivariate testing + 58 %

25. 4. Test. Test.. Test.. Automated Multivariate testing + 51 %

26. 5. Let Automation do the heavy lifting

27. Which ones will you adopt? One click enrichment Scoring to drive next steps Pre to post sales process Test. Test.. Test… Let automation do the heavy lifting