WHATCOUNTS putting the pieces together€¦ · Smart Marketing: Putting the Pieces Together • 5 Consumers are getting smarter. Is your marketing strategy keeping up with them? Today’s

SMART MARKETING:putting the pieces together

WHATCOUNTS

2

Use customer data to drive smarter engagement strategies

that deliver measurably superior results.

Smart Marketing: Putting the Pieces Together • 3

Contents

IntroductionSmart Marketing Engine 4

PersonalizationBuilding more rewarding relationships 6

Customer ExperienceValuable new market insights 8

Case StudyCruiseDeals.com 12

Smart DataA clear picture of your target market 16Collecting and organizing information 18

AutomationDriving better customer relationships 20Creating content with SmartGET 22Delivering content with SmartGET 24

Case StudySweetJack 26

Multichannel MarketingBe everywhere your customers are 30

Smart InsightsIn-depth testing and reporting tell the real story 32

Smart MarketingIgnite your next campaign 34

INTRODUCTIONSmart Marketing Engine


Consumers are getting smarter. Is your marketing strategykeeping up with them?

Today’s consumers are smarter, savvier, and more demanding than

ever before. Pressed for time and bombarded by high-volume,

multi-channel communication, they won’t hesitate to hit the delete

button on messages that are irrelevant, generic, or poorly timed.

That’s the bad news.

The good news is that it’s never been easier to deliver carefully

tailored, deeply engaging content to your customers and prospects.

Using advanced data collection methods, intelligent analytics, and

automated message delivery, you can now develop and deploy

highly personalized content that anticipates your recipients’ needs,

respects their time, and inspires their trust. It’s called Smart

Marketing, and it will revolutionize the way you nurture the

customer relationship—and your bottom line.

The WhatCounts Smart Marketing Engine uses customer data to

drive smarter engagement strategies that deliver measurably

superior results:

• Understand how prospects and customers really think

• Micro-target distinct segments with personalized messages

• Amplify your message across multiple channels

• Track and analyze user behavior and response

• Gain valuable insight from in-depth campaign reports

Most importantly, Smart Marketing automates time-consuming

processes so you can manage more complex, sophisticated

marketing activities without requiring extra staff or a bigger budget.

Doing more with less: now that’s pretty smart.

At the core of our philosophy is the belief that when you engage

every customer in an authentic, meaningful conversation, the

results are nothing short of remarkable…

6

PERSONALIZATIONBuilding more rewarding relationships


Deliver relevant, thoughtful, timely contentImagine being able to consistently deliver

high-value, relevant content to everyone

on your list: content that’s tailored to each

person’s age, gender, family status,

purchasing history, browsing trends,

education level, and dozens of other

granular differentiators.

When you can personalize the content and

delivery of every email to match each

customer’s interests, preferences, and

tastes, you change the rules of engage-

ment. The mother of three who likes a

good deal? She receives a discount offer

for family-friendly items. The status-

conscious twenty-something who likes to

be on trend? He gets an invitation to pre-

order a hot new product.

Instead of shouting through a megaphone

and hoping someone’s listening, you can

now engage each individual in an ongoing

conversation centered on one of their

favorite subjects—themselves.

Tap into valuable market data Research shows that personalization

measurably increases consumer trust.

And when your customers trust you,

they’ll share more information with you,

especially when it leads to a more relevant,

responsive experience. That means

personalization not only builds more

rewarding relationships with your

customers, it fuels new insights into

your most active markets.

Treat customers like friends, not strangersNo one wants to be a face in the crowd or

an entry in a database. As human beings,

we value our individuality and feel

flattered when someone takes the time

to get to know us on a deeper level.

Being able to connect with your customers

and prospects on a personal level is a

powerful force that builds greater trust,

value, and positive response with every

message sent. The days when you could

impress recipients by using their names in

the subject line are over. Now you need to

show you can get to the very heart of their

needs and expectations.

Personalization is powerful

• Personalizedemailsincreaseopen

ratesby72%andclickratesby

81%

• 56%ofemailsubscribersoptout

becausethecontentisn’trelevant

• 96%oforganizationsbelieveemail

personalizationimprovesperfor-

mance

Sources: Marketing Sherpa, 2011;

Aberdeen, 2008; CMB, 2011

“The things that make me different are the things that make me ‘me’.” - A.A. Milne

8

Transform the customer experience


Smart Marketing turns every email you send into a more

rewarding conversation. Richer customer data reveals

valuable new market insights. Enhanced subscription options

let customers control the experience. And advanced

segmentation drives the development of personalized,

relevant content for each individual on your list.

Smart Data: Get closer to your marketBy optimizing your existing customer data, enriching it with

additional detail, and then tracking each individual’s responses to

your marketing campaigns, Smart Marketing helps you observe,

understand, and engage with your target market on a new level.

You’ll understand who they are, what they want, and what

motivates them to take action.

CUSTOMER EXPERIENCEValuable new market insights

10

Profile management: Listen to your customersIf you want to know what your customers really want, ask them.

Subscription management options build trust and relevance into

your marketing campaigns by giving your customers and prospects

greater control over the communication flow. And the more control

you give recipients, the more likely they are to engage positively

with your brand—today and into the future.

• Build sophisticated subscription management pages in minutes.

• Choose from standard options or customize selection fields

tailored to your industry and target market.

• Collect valuable demographic information as well as

communication preferences.


Advanced segmentation: Divide and conquerOnce the system gathers and organizes the data you need—

demographic, geographic, psychographic, behavioral, and more—

you can develop and apply intelligent rules to segment your list.

These rules create Smart Segments—groups of individuals who

share the same preferences, behaviors, or other characteristics.

The content sent to each Smart Segment is uniquely chosen to

reflect that segment’s unique needs and preferences.

For example, an online pharmacy might use segmentation to popu-

late January’s newsletter with sun-protection tips for recipients

in Florida and a list of the top-five cold remedies for recipients in

Alaska.

They could also:

• Send age-appropriate tips and product recommendations to

recipients aged 50+

• Encourage shoppers to retrieve abandoned carts by offering a

10% discount code

• Promote new long-life batteries to people who purchased

battery-powered items

With Smart Segments, the possibilities are endless…

• Segment your list any way you choose with custom fields.

• Create segments based on user behavior, such as online

browsing or purchasing history, or the types of offers they’ve

clicked in the past.

• Build a sophisticated library of rules and segments that grows

richer and more effective over time.

12

CASE STUDYCruiseDeals.com

With high-volume sales and a strong value proposition,

CruiseDeals.com held an enviable position in their market.

But they were losing customer attention and loyalty after the

sale, and needed to find a way to strengthen the long-term

relationship.


Founded in 2003, CruiseDeals.com has quickly grown to become

one of the largest sellers of cruise vacations on the Internet. By

maintaining extraordinarily high sales volumes, they’re able to offer

their customers significant savings and exclusive promotional offers

as well as personalized service and expert cruise advice.

The challenge: Maintain a long-term connection to customersTo support their market-leading position, CruiseDeals.com needed

to maintain a strong relationship with customers who were being

wooed by the cruise lines themselves.

“A particular challenge in our business is that our vendors (cruise lines)

are able to harvest client emails and other personal data as part of the

client’s pre-cruise check-in process,” explains Kevin Weisner, Vice

President of CruiseDeals.com. “They are now using this information to

communicate directly with our customers—at the very least, we needed

to be doing the same.”

Holding on to customer loyalty

The solution: Send personalized messages throughout the lifecycleCruiseDeals.com built a four-message campaign designed to reach

customers at pivotal points throughout the lifecycle of their trip—

from purchase to preparation to aftercare:

• Immediately after purchase: An initial thank-you message

• 1 or 2 weeks before the trip: A message filled with useful tips

and information

• 1 or 2 days before departure: A bon voyage message wishing

them happy travels

• 1 or 2 days after their return: A welcome-home message

requesting trip feedback

Each message was highly personalized and carefully timed, yet the

process required no time-consuming administration. Relevant data

was exported daily from the company’s point-of-sale system and

integrated into the Smart Marketing Engine, so the whole process

could be executed without human intervention.

http://www.cruisedeals.com/

14

The results: High open rates, click rates, and engagement ratesThe personalization campaign yielded impressive results for

CruiseDeals.com:

• A 78% open rate

• A 50% click-through rate

• Re-engaged customers

CruiseDeals.com used their existing point-of-sale system to

segment their customer list. These Smart Segments were then

used to drive the automated delivery of email messages triggered

by important dates in each customer’s cruise lifecycle. Every email

pulled data from the system to create a message personalized to

each recipient’s unique experience.


Kevin Weisner

Vice President, CruiseDeals.com

“We’ve found that by providing a reliable and valuable message

flow through the lifecyle, our customers respond by re-

engaging us for help and questions versus trying to research

on their own. This extends our value proposition to them and

we are now working on plans to extend the value of the

messages even further.”

DIY or TLC?Do you prefer to do it yourself, or do you need a little help?

If you like the DIY approach, you’ll find it easy to set up and

manage personalized campaigns using the Smart Marketing

Engine’s intuitive interface and customizable controls.

But we also offer support and guidance to marketers who

need help in developing a personalization infrastructure.

Whether you need strategic insight or a complete outsourced

solution, we have the resources you need to meet your

marketing goals.

16

When you dive a little deeper, it’s amazing what you find.

Imagine being able to see inside every customer’s head.


Start getting personalSuddenly, your email list no longer consists of 10,032 females and

15,788 males. Or 1,201 CEOs, 9,782 CTOs, and 14,837 GMs.

Instead, it consists of Larry Corelli, 53 years old and a father of

three. Lives in Chicago, IL. Loves his new iPad. Has 300+

connections on LinkedIn. Usually takes two vacations a year. Spent

time browsing one of your products two weeks ago but didn’t go

through with the purchase. Wouldn’t someone like Larry be much

easier to reach than 15,788 males?

Smart Data helps you form a clearer picture of your target market.

It enables you to establish stronger, one-on-one relationships with

your customers. And it supports you in delivering stronger returns

for every marketing dollar spent.

Let’s take a deeper dive into Smart Data and the potential hidden in

your email list…

Wouldn’t it be easier to market to the people on your email list if

you knew what really made them tick? Where they lived. Where

they worked. What they earned. Do they own or rent? Are they dog

lovers or cat fanciers? Do they like Sudoku or skydiving?

Today, you can tap into the hearts and minds of your customers

using technologies that simply didn’t exist a few years ago. There

are virtually no limits to what you can discover about the people

whose motivations and needs are at the core of everything you do.

How smart is your data?Smart Marketing begins with Smart Data—relevant, meaningful

data sourced from your own records, trusted information

providers, and behavioral monitoring and testing. Together, these

various elements form a complete picture of each individual who

makes up your target market. Smart Data—the right data—is the

fuel that powers the personalization machine.

SMART DATAA clear picture of your target market

18

CLIENT DATA:

StartwiththebaSicS

TheSmartMarketingEngineintegrates

andstoresdatafromyourCRM,

point-of-salesystem,eCommerce

bookingengine,andanyothersystem

thatcollectscustomerdata.

There’snolimittothedatayoucan

store,andvirtuallynolimittowhatyou

candowiththedataonceit’sinthe

system.

ENHANCED DATA:

FillinthedetailS

Yourowndataisthenenrichedthrough

reputable,verifiedthird-partysources

thatrevealanewlevelofdetailabout

thecustomersyouthoughtyouknew.

Inadditiontodeterminingdemographic

datasuchasage,genderandlocation,

youcandiscovertheirhomeowner,edu-

cation,maritalandfamilystatus,what

theydo,whattopicsparticularly

interestthem,andwhattypesof

productsthey’vepurchasedinthepast.

Youcanalsomatchsocialmediadatato

theindividualsonyourlist,allowing

youtominecustomerinformationfrom

sitessuchasFacebook,LinkedIn,

Twitter,andmorethan100othersocial

networks.

SYSTEM DATA:

ObServerealactiOnS

TheSmartMarketingEngineenables

youtoautomaticallytrackand

evaluatehowpeoplerespondtoyour

emailcampaigns.Howmanyrecipients

openedtheemail?Howmanyclicked

through?Howmanymadeapurchase?

Didanyoneforwardinformationonnew

productsordealstotheirsocialnet-

works?Whoaccessedyourmessage

fromamobiledevice?

Thesebehaviorsoffernewandpowerful

waystosegmentandmarkettoyour

list,aswellasprovidingnewinsights

intotheperformanceofyourmarketing

activities.

3RD PARTY ANALYTICS:

MOnitOrwebactivity

TheSmartMarketingEngineallowsyou

toseehowyourcustomersinteractwith

yourwebsiteaswellasyouremail

campaigns.Nowyoucanfollowtheir

actionswhentheyclickthroughtoyour

site.Howlongdidtheybrowse?Which

pagesdidtheyvisit?Whichlinksdid

theyclick?Didtheyabandontheircart?

Whatwasinit?

Everydatastreamiscollected,

organized,andretainedonthesystem.

There,it’susedtocreatesophisticated

SmartSegmentsthatdrivehighly

personalized,well-timedemail

messages.

Smart Marketing is designed to collect and synthesize data from multiple sources and organizes the information into a clear,

compelling story about your target market. By filtering out the noise and focusing on meaningful, actionable information, we

help you identify new and profitable marketing opportunities hidden within your list.

SMART DATACollecting and organizing information


It’s so much easier to connect with a real person than with a string of numbers and letters tied together with an @ sign. Smart

Data adds a face, a name, and vital details to each list entry so you can see the person you’re talking to—and talk to them like a

person.

Smart Data can turn this:

into this:

Once you know who you’re

talking to, the Smart Marketing

Engine helps you compile and

deliver a targeted, timely mes-

sage to each person in your list.

Let’s take a closer look at the

awesome power of automation…

[email protected],2012.

Hasneverpurchasedfromyourcompany.

[email protected].

ShesignedupforthemailinglistonApril20,2012,buthasneverpurchasedfromyour

company.However,shealwaysopensyouremails,andclicksthrough18percentofthe

time—usuallywhenit’sonatopicrelatedtohealthandwellness.

ShelivesinPortland,Oregonwithherhusbandandtheirnewbaby.Shehasafineart

degreefromtheUniversityofWashingtonandworksasafreelancegraphicdesigner.

HerbirthdayisonJune8th.

Withahouseholdincomeof$130,000peryear,she’sinapositiontotreatherselfto

higher-endproductsnowandagain,andinfactshehaspurchasedapieceoffine

jewelryandanall-inclusivevacationonline.Shealsoregularlyshopsforcookware,

healthygourmetproductsandbeautycare.

She’sstronglycommittedtoenvironmentalcausesandveryhealth-conscious.

SheisbothactiveandmoderatelyinfluentialonFacebookandTwitter.

SMART DATARevealing the bigger picture

20

Crush, kill, destroy!Connect, engage, inspire!

It can seem counterintuitive at first. How can automating your email

communications result in more personalized and compelling campaigns?

How can you “auto-generate” content that creates more loyal, engaged customers?


Autogenerated contentWith the Smart Marketing Engine, each

unique message auto-populates with

content that’s relevant to a specific Smart

Segment.

On any given day, you can send dozens of

different messages to different segments:

birthday greetings, special discount codes,

premium upgrade offers, topical news-

letters, requests for product feedback,

and more.

Market while you sleepAnd all that intensive marketing activity

might happen before you reach the office

that morning. Once you’ve set the content

parameters and scheduled the delivery

times, your email campaigns can move

forward without any further oversight or

effort on your part. In fact, you could be

actively delighting customers and

growing revenues before your alarm has

woken you up. No, it’s not a dream… it’s

Smart Marketing.

With the right data driving the right con-

tent, you can. In fact, automation is essen-

tial to the process, allowing marketing

departments to do more with less.

By automating the content creation and

delivery process, you can deliver uniquely

relevant messages to limitless Smart

Segments using no more budget or staff

than you’d use for a generic campaign.

AutomationdrivessuccessCampaignsusingsegmentationandpersonalizationareupto6Xmoreeffective

Qualifiedleadsgrew451%forcompaniesusingmarketingautomation

Adoptionratesformarketingautomationwillincrease50%by2015

Sources: Forrester, 2009; Aberdeen, 2010; SiriusDecisions, 2012

AUTOMATIONDriving better customer relationships

22

SmartGET tags: Pull content together effortlesslyThere is a world of content at your

fingertips. SmartGET tags allow you to

grab that content and use it to create

email messages that are relevant to each

Smart Segment and personalized for each

recipient.

SmartGET tags can be set up to pull

specific content from a wide range of

external sources and place them in an

email template. These sources can include

your company’s web pages, blog, Facebook

page, product catalog, CMS, and any other

content sources.

You can also use SmartGET tags to pull

content from partner or affiliate websites,

or any other source you choose.

In addition, you can use Subscriber Data

tags to pull names and other personal

details from a list entry, allowing you to

add a more personal touch throughout the

email.

And finally, you can add social tags to

embed links to your social media sites and

enable recipients to share the content

with their networks.

Gettingmorefrom

SmartGET

Ifyou’reamarketingprofessional

deployingautomatedcontentfor

thefirsttime,wecanhelpyou

explorethepotentialofSmartGET

tagsforyourorganization.

Formoreinformationabout

strategicsupportservicesfor

contentgeneration,contacta

servicesaccountmanagerat

[email protected].

AUTOMATIONAutomating the content creation process...

The Smart Marketing Engine helps you keep up with customer demand for more relevant, personalized communications. Using

revolutionary SmartGET tags, you can achieve an unprecedented degree of personalization without having to manually source

and compile content for hundreds of unique messages.

mailto:services%40whatcounts.com?subject=Strategic%20support%20services%20for%20content%20generation


ThisSubscriberDatatagpullsthefirstnamefromeachlistentry.

ThissocialtagletstherecipienteasilysharethespecialofferwithFacebookfriends.

ThisSmartGETtagpullsatargetedspecialoffer

fromthecompany’sCMS.

ThisSmartGETtagpullscompanynewsfromthemostrecentblogentry.

24

Publication calendar: Set up campaigns ahead of time Tame the complexity of personalized

campaign deployment with the Smart

Marketing publication calendar.

In just a few clicks, you can select a date and

time to deploy a specific email campaign.

AUTOMATION...and automating the content delivery process

Your marketing efforts may be on a 24/7 cycle, but you and your team can catch a breather when you automate your

publication schedule. No matter how many Smart Segments you need to juggle or how frequently you need to communicate

with customers and prospects, you can manage the process painlessly and enjoy “set it and forget it” simplicity.

Automation helps you do more with lessThe Smart Marketing Engine helps you

manage more sophisticated, intensive, and

effective campaigns without putting addi-

tional stress on your budget or your staff.

The scheduled campaign then appears

on your calendar so you can see all your

publication activities at a glance. You can

also schedule the days you wish to generate

standard or customized campaign reports

that deliver details on your event statis-

tics, open rates, click rates, unsubscribes,

bounce rates, and more.


Scheduleacampaignwithafewsimpleclicks.

26

SweetJack prides itself on having a “super-sense” for finding the perfect deals for its customers. But to deliver perfection, they

needed to know their customers inside and out—and deliver content that was tailored to each recipient’s preferences.

SweetJack is a daily deal provider with a

quirky sense of humor and an incredible

ability to find awesome local deals across

the United States. SweetJack customers

enjoy significant discounts on products,

activities and events, travel, gift cards,

and more each and every day.

The challenge: Turn high-volume content into personal messagesSweetJack sends up to 100 emails per day

to various local markets across the United

States. With new deals featured every day

in hundreds of different cities, organizing

and managing content effectively was

essential.

Just as important, SweetJack needed to

ensure they were keeping their customers

happy by sending them attractive,

personalized content relevant to their

location, interests, and preferences.

With content and data coming from their

website, a CRM, and an eCommerce

system, managing the flow of information

and ensuring it reached the right

customers was a tall order.

The solution: Automate content creation and personalizationIn consultation with the WhatCounts

technical and services support team,

SweetJack used the Smart Marketing

Engine to manage the flow of data from

multiple platforms. Using SmartGET tags,

they created email templates that pulled

content from their Facebook page, their

blog, and NimbleCommerce.

Different content was pulled from these

sources based on a custom scoring system

that tracked each subscriber’s preferences

and interests. This data was collected

using an online preference management

center and by monitoring overall user

behaviors, such as the deals they viewed,

their prior purchasing history, and other

behavioral analytics.

Daniel Caplin

VP of Social Commerce, SweetJack

“Being able to automate and customize our

campaigns is key to successfully engaging our

subscribers, while scaling across markets.

We are now able to automatically populate

our templates with content from our

eCommerce, blog and CRM systems that is

relevant to each subscriber and manageable

from a workflow perspective.”

CASE STUDYSweetJack

http://www.sweetjack.com/


Personalizing the experience

WhatCounts

Deal & Email Schedule

Deal Data

(Pricing, Creative)

Website

Calendar

Customer Data

(Preferences, Purchase Data)

Template

Subscriber Data

Conversion Tracking Scheduled Campaign

ZohoCRM

NimbleCommerce

UsingSmartGETtags,datawaspulledfromavarietyofsources,importedtotheSmart

MarketingEngineandusedtopopulatehighlytargeted,personalizedemailmessages.

The results: More dynamic, relevant emailsThe Smart Marketing Engine enabled

SweetJack to create a truly dynamic

template that automatically populated

with appealing, targeted content. And

because content selection is influenced by

the customer’s tracked behaviors as well

as their stated preferences, SweetJack can

feel confident that each message is the

perfect fit for its recipient.

28

CASE STUDYSweetJack

ScheduledinZohoCRM.

PopulatedfromNimbleCommerce.

PopulatedfromNimbleCommerce,

requestedby,timeliness,activityandcity.

EditableadstoredinWhatCountsArticle.

StaticadcodedintoWhatCountstemplate.

Special“SweetDealof

theWeek”.

Populatedbycityfrom

NimbleCommerce.

Contentpulledfrom

SweetJack’s

Wordpressblog.

“Jack365”Facebook

cross-promotionwith

contentpulledfrom

theblog.

Smart Marketing in actionSweetJack pulls in email content from

many different sources and places

different deals for each subscriber.

• Main Deal and Secondary Deals are

populated via an XML feed via

SmartGET. Subscribers get different

deals based on preferences and

propensity to purchase.

• Blog content is pulled from website.

• Facebook content is pulled via an XML

feed.

• There is also static content.


XSLTGet: Structured DataXML Data:

XSLTGet: XSLT TagWhatCounts Tag:

%%xsltgetmust_contain=sweetjack&article_

nm=FeatureDeal&url=”http://us2ws.nimblecommerce.

com/rest/v2/deals/feed/getMerchantDealsFeed/

xml?partnerKey=asq93x873-1%26offerIds=789456”

%%

<categoryName>Chicago</categoryName>

<currentPrice>5.00</currentPrice>

<customCategoryId>CHI</customCategoryId>

<customTags><customTag>

<customTagId>1151</customTagId>

<customTagName>Food&Drink</customTagName>

</customTag></customTags>

<dealType>LocalCoupon</dealType>

<emailImageURL>http://product-images.imshop-

ping.com/nimblebuy/nicodinos-pizza-co-and-cafe-

1085251-original.jpg</emailImageURL>

<highlights><highlight>Just$5getsyou$10tospend

atNicodino’sPizzaCo.&CafeinBartlett</highlight>

</highlights>

<offerTitle>50%OffNicodino’sPizzaCo.&Cafe

</offerTitle>

<ahref=”{offerPageUrl}&linksrc=image”

style=”width:420px;max-height:218px;

display:block;”><imgsrc=”{emailImageURL}”

style=”width:420px;max-height:218px;”border=”0”

width=”420”/></a>

XSLTGet: XSLT FormattingHTML Code stored in an Article:

Marketing across multiple channelsdoesn’t need to tie you up in knots.

Email may be the reigning champion, but no marketer can afford to ignore other fast-growing communication channels. Today,

your customers are increasingly connected to mobile and social networks, and they expect to be able to interact with your brand

wherever they go.

MULTICHANNEL MARKETINGBe everywhere your customers are

Offering an ROI as high as $40.56 for every dollar invested, email

is still one of the most profitable marketing channels (Source: Direct

Marketing Association, 2011).

But new modes of communication are gaining power rapidly. To get

the best returns on your marketing dollars, you need to be able to

communicate with, track, and empower your customers across

email, mobile, web, and social platforms. In fact, Gartner predicts

that lead management campaigns integrating four or more digital

channels will outperform single- or dual-channel campaigns by

300% (Source: Gartner, 2012).


Mobile compatibilityToday in the US, 45% of the population has

a smartphone, and 31% access the web

primarily via mobile device. A staggering

41% of all email messages are now viewed

on a mobile device.

The Smart Marketing Engine is designed to

meet the needs of mobile users. You can

create a mobile version of your email and

host it in the mobile tab in the system and

include a link to it that users can click on.

Or code your email with responsive code

(media queries) and your customer’s

device detects the media queries and

displays the mobile version automatically.

The Smart Marketing Engine also tracks

and reports on the number of subscribers

who access their emails via mobile.

Social outreachYour customers and prospects are

increasingly invested in social networks.

Not only are they participating in greater

numbers, they’re also placing greater trust

in the opinions of their social connections:

70% of consumers trust brand recommen-

dations from friends, and 81% of con-

sumers who find products through social

networks are social sharers themselves,

which creates a valuable referral cycle.

Smart Marketing allows you to harness

social sharing, social posting, and social

tracking features with every email mes-

sage you send. This extended functionality

allows you to fully exploit the power of

your customers’ extended networks and

reach a wider audience through valued,

trusted referrals.

Website integrationIntegrating your website and email

channels offers greater returns on your

marketing investment and transforms

your website into a sophisticated data

collection and communications tool:

• Track customer behaviors from email

to website, allowing you to clearly see

what works and what doesn’t.

• Use your website to capture

important information about your

customers’ communication

preferences.

• Pull web content from blogs, CMS,

RSS, and more to create emails

personalized to the needs and

interests of specific segments.

Bringingitalltogether

SmartMarketinguntanglesthechannelsandmakesthemostofthesynergiesbetween

them.

Thatway,youcandelivermorerewardingexperiencestoyourcustomers—wherever

theyareandhowevertheychoosetoconnectwithyou.

Get the truth about your campaign performance.

Marketing pioneer John Wannamaker famously observed,

“I know half my advertising isn’t working. I just don’t know

which half.” Today, email marketers can cut through the fog

and see exactly what works and what doesn’t.

Smart Marketing testing and reporting capabilities take the

guesswork out of your marketing campaigns, giving you the

ability to track, record, and analyze every element. With access

to real data about actual campaign performance, the truth is

always at your fingertips.

SMART INSIGHTSIn-depth testing and reporting tell the real story


See your campaign results clearlyWe call them Smart Insights. You’ll call them a revelation. The Smart

Marketing Engine gives you unprecedented visibility into your

campaign performance.

One-click quick reports are available on popular metrics such as

open, click, unsubscribe, and bounce rates. More in-depth reports

can be scheduled to reach you with the timing and frequency you

need. See how many messages were sent, how many were actually

delivered, who opened them, who clicked, who converted, who

shared, and more. Plus, you can see how the current campaign

performed compared to previous versions and track an increase or

decline in engagement over time.

We can also help you create fully customized reports that measure

the information you care about and present it in the format you

prefer.

Test, refine, and improve your resultsWith advanced A/B split testing capabilities built into the Smart

Marketing Engine, testing the effectiveness of every element of your

campaigns is a snap.

Easily test any communication component, including subject lines,

“from” addresses, delivery times, image choices or copy elements.

You can also apply segmentation rules and suppression filters to any

test.

If you’re new to split testing, we can help you identify and deploy a

testing strategy designed to yield maximum returns.

Jacob Bradley

Internet Marketing Analyst, Hammacher Schlemmer

“The ability to test email design and frequency has led to

measurable gains over the past 3 years. We are constantly

trying to improve our email standards to make incremental

improvements and become increasingly profitable.”

34

Amplify the messageSmart Marketing extends your reach

across multiple channels—including mo-

bile devices and social networks—so your

customers are empowered to access and

share your content the way they choose.

Gain new insightsIntegrated testing and reporting help you

understand and refine your campaign

performance, so you can dive into the

details on a granular level and clearly see

what works and what doesn’t.

With Smart Marketing, there are no limits.

SMART MARKETINGIgnite your next campaign

When the right content reaches the right people, your marketing campaign goes further than you ever thought possible.

Personalized messages cut through the clutter and make a genuine connection with your customers. And personalization is

what drives the Smart Marketing Engine.

Turn data into people Smart Data turns “list entries” into real

people. People with names, histories,

families, interests, and social networks.

People you can connect with meaningfully.

Turn people into fansWhen you divide your list using Smart

Segments and generate fresh, relevant

content tailored to each group, you

create messages your customers will love

to receive.

Go further than you imaginedBecause the Smart Marketing process is

automated, you can do so much more—

without stretching the budget or your staff

resources.

Where do you want to go?At WhatCounts, we live, breathe, and

dream Smart Marketing. So if you’re

interested in learning more, we’re more

than happy to chat. To see what Smart

Marketing could do for your next email

marketing campaign, please contact a

Services Account Manager at:

[email protected].

mailto:services%40whatcounts.com?subject=Smart%20Marketing


SMARTMARKETING

SMART DATA

SMART MESSAGES

SMART SEGMENTS

SMART INSIGHTS

CLIENT DATA

ENHANCED DATA SYSTEM DATA ANALYTIC DATA

EMAIL MOBILE SOCIAL

WEB1L

WhatCounts loves email. That’s because it’s the only marketing channel providing a substantial ROI when marketing professionals deliver

smart, personalized messages to their target audiences.

Each day our team partners with over 800 customers to leverage email, social media, mobile design, and the web to drive revenue.

We provide enhanced data, flexible deployment options, content automation and professional services.

We’re headquartered in Atlanta, GA, with offices in Seattle, Sydney, Baltimore, and other regional locations. Find out more about why we

love email at www.whatcounts.com.

© 2014 WhatCounts, Inc. All rights reserved.

A

W

T

ET

F

3630 Peachtree Rd.

Suite 900

Atlanta, GA 30326

www.whatcounts.com

404.995.8600

866.804.0076 (toll free)

404.995.8611

[email protected]

We Email

WHATCOUNTS

http://www.whatcounts.com

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WHATCOUNTS putting the pieces together€¦ · Smart Marketing: Putting the Pieces Together • 5 Consumers are getting smarter. Is your marketing strategy keeping up with them? Today’s