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Creating Value With EmailCreating Value With EmailApril 26, 2012April 26, 2012

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Do you remember when email was fun?

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OK, here's the scenario: You are at a party.You have to go to the bathroom.There's only one at the house you're in.You open the door...(scroll down)

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This new scam is being pulled mainly on older men. What happens is that when you stop for a red light a young, nude woman comes up and pretends to be washing your windshield. While she is doing this another person opens your back door and steals anything in the car. They are very good at this.

They got me 7 times Friday and 5 times Saturday.

I wasn't able to find them on Sunday.

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Then email became a victim

…and defending our turf became work!

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Take Action

Guilt

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Subject: Dearly Beloved

My Dearly Beloved, It is by the grace of God that I received Christ,having known the truth,I had no choice than to do what is lawful and right in the sight of God for eternal life and in the sight of man for witness of God´s mercy and glory upon my life.

I am Mrs Melissa Pointer the wife of Mr Harry Pointer,my husband worked with the Chevron/Texaco in Kenya for twenty years before he died in the year 2001.We were married for ten years without a child.My Husband died after a brief illness that lasted for only four days.Before his death we were both born again Christians.

Since his death I decided not to re-marry or get a child outside my matrimonial home which the Bible is against.When my late husband was alive he deposited the sum of US $3.5M.(Three Million Five Hundred Thousand U.S.Dollars) with a Bank in Europe.Presently,this money is still with the Bank and the management just wrote me as the beneficiary to come forward to sign for the release of this money or rather issue a letter of authorization to somebody to receive it on my behalf if I can not come over.

Presently,I'm in a hospital in Kenya where I have been undergoing treatment for esophageal cancer.I have since lost my ability to talk and my doctors have told me that I have only a few weeks to live.It is my last wish to see this money distributed to charity organizations any where in the World.Because relatives and friends have plundered so much of my wealth since my illness,I cannot live with the agony of entrusting this huge responsibility to any of them.

Please,I beg you in the name of God to help me Stand and collect the Funds from the Bank. I want a person that is God fearing that will use this money to fund churches,orphanages and widows propagating the word of God and to ensure that the house of God is maintained.

The Bible made us to understand that blessed is the hand that giveth.I took this decision because I don't have any child that will inherit this money and my husband relatives are not Christians and I don't want my husband's hard earned money to be misused by unbelievers.I don't want a situation where this money will be used in an ungodly manner.Hence the reason for taking this bold decision.I am not afraid of death hence I know where I am going.I know that I am going to be in the bosom of the Lord.

Exodus {14 VS 14}says that the lord will fight my case and I shall hold my peace.I don't need any telephone communication in this regard because of my soundless voice and presence of my husband's relatives around me always.I don't want them to know about this development. With God all things are possible.

As soon as I receive your reply I shall give you the contact of my attorney who is in Europe as he will be the one to assist you in laying claims for this funds.

Your's Truly,MRS.Melissa Pointer.

SITUATION

GUILT

ACTION (SEND MONEY)

I don't have any child that will inherit this money and my husband relatives are not Christians and I don't want my husband's hard earned money to be misused by unbelievers.I

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“Marketers” Are Not Blameless Here

Email Marketers don’t BLAST anything!

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Managing Email – Software and Services Become Available

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Managing Email – Behaviors Change

• The average person has 3 email accounts– Work– Personal– eCommerce/Other

• The average user receives 44 emails per day• You can respond at your own pace (it will still be in the In-box)

– Which email address do you check every day?

• Delete button and “unsubscribe” -- just a click away• Private (somewhat)• Usage of filters and SPAM software• Add to your contact list• Allow images

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Communication Shift

• As email management has evolved, so has our view of how to use it for communication

• Email as a “personal” communication channel has decreased

• While it has INCREASED as the preferred channel for Permission-Marketing

• Reducing cost barriers to mobile phones and affordable plans will have even more people texting

• Will Social Networks keep rising as a source for Permission-Based Promos?

Huh?

This is NOT good for DM

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Breaking Down Channel Preferences

• Content– Is it a marketing message? Business related? Personal?

• Immediacy– How quickly do I need to know?

• Accessibility– Will I need to reference this later?

• Privacy (perceived or real?)• Formality

– Marketing tends to be seen by most consumers as “formal.”

• Initiation– Stay in that medium or move the conversation elsewhere? (even “offline”)

* Taken from Exact Target’s SFF 2012

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Preferred Channel for Permission-Based Messages

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Is A Thumb The Same As “Permission”

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Facebook has evolved just like eMail

…and here come the marketers.

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And here we go again…

“People need to understand that children with special needs don’t have an illness, they are not looking for a cure only acceptance. 93% of you probably won’t copy and paste this…will you be in the 7% that will and leave it on your status for at least an hour. Special Education week March 22nd to the 26th.”

You’ve probably seen a status update like this:

“Put this on your status if you know someone (or are related to someone) who has been attacked by ninjas. My wish is that people will understand that being attacked by ninjas is not something to be ashamed of. Ninjas are nearly unstoppable and are truly terrifying. 93% of people won’t copy and paste this – they have already been attacked by ninjas.”

Or this: Take Action

Guilt

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Like Email, We Are Learning to Manage Facebook

•Privacy Settings•Hiding Updates (like Mafia Wars)•Unsubscribing from Friends Posts•Creating Lists of Your Friends•Change how Friends see your profile•Select what is Private

vs what is Public•Choose NOT to show up in search

Can I trust this guy?

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What does this all mean for me?

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The Value Equation

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The Value Equation & Channel Preferences

• Benefit of time and resources.

• What is the Content worth and what type of Content is it?

• Immediacy or longevity

• Accessibility

• Does it cost me time or money?

• How much do I value my Privacy?

• How do I Initiate this engagement?

• Mixing Formal with Personal

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Email and The Value Equation

• The content is for me

• It increases my lawn care knowledge

• I get tips and advice for my lawn I could ONLY get from Scotts

• Scotts cares about me

• It’s easy to understand

• This costs me nothing

• They respect my privacy

• Signing up is easy and there is no commitment

•Content•Immediacy•Accessibility•Privacy (perceived or real?)•Formality (personal or marketing)•Initiation

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How does Scotts know we are providing value?

Simple: We ask them!Randomly choose subscribers from the database who are new to the newsletter. A survey is sent in two Waves (beginning of year and a follow up at the end of the year).

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Summary of Research from ‘10

• Respondents notice an improvement in their lawn and are more satisfied with the overall condition

• Lawn applications increase*• Usage of grass seed increases• Brand affinity increases as a result of regular emails• An overwhelming majority agree that Scotts offers “the

best help/tips to maintain my lawn”

*Note: no data shown for confidentiality

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Summary of Research from ‘11

• New subscribers from ’10 stayed the same for lawn applications

• Our NEW subscribers in ’11 showed a decrease in Lawn applications

• No change with the overall condition of their lawn• Usage of grass seed increased• Brand affinity increases as a result of regular emails• Purchase intent increased (but not as high)

WEATHER!

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Scotts Lawn Care Update

Did we go too far?

There is a LOT going on in here!

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Scotts My Turf Tips

So we simplified it.

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In Store Sign Ups – new in 2012

• Testing in our South Region

• App pushed to their iPhones/iPads which opens a mobile web page

• Store Rep ID used to track quotas

• Customized Welcome email

• Recognize the opt-in came from in store and thank them for loyalty

Quick in-store sign ups using a mobile phone.

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Measure The Effectiveness

Master ListMaster List

Sub List (from Promotion)Sub List (from Promotion)

Open Rate Unsub Rate Active LTV

Responses

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Engaging Fans With Our Biggest Opportunities

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Facebook – A Communication Channel

• It is entertaining.• While Facebook users welcome

marketers, they fear it will turn into SPAM (so be interesting)

• FB users worry about their privacy• The act of Liking is often an

expression: “Hey, I like this brand.”• Others are seeking DEALS or

Special OFFERS.

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Our Digital Strategy

INSIGHT: Every consumer believes their circumstance is unique and urgent

CONSUMER MOTIVATION

Problem:I have a problem.I have a problem & want a product to solve it.I have product & need help.

Plan:I want help creating.I want help executing.I want help maintaining.

Pleasure/InspirationI enjoy L&G content.I enjoy L&G connection.

SCOTTS’ RESPONSE

Problem:Enable immediate and accurate problem solving backed by the best products in the category.

Plan:Channel Scotts expertise into content and tools that lead with great products.

Pleasure/InspirationCreate & curate the best content and enable and support social connection.

Be the consumer’s trusted L&G advisor

by replicating a 1:1 experience with a

Scotts expert

to build relationships

that deliver sales.

DIGITAL STRATEGY

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Facebook “Likes” and The Value Equation

• The content is interesting

• The brand is active and responds

• They offer me something

• It helps me express myself

• This costs me nothing $

• The brand respects my privacy

• Just click “Like”

• What appears in my newsfeed?

•Content•Immediacy•Accessibility•Privacy (perceived or real?)•Formality (personal or marketing)•Initiation

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Scotts and Facebook

More “Planning” Some “Problem Solving” Some “Inspiration”

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MLB Activations

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Miracle-Gro and Facebook

More “Inspiration” Some “Planning” Little “Problem Solving”

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Mobile and The Value Equation

• It is immediate (SMS)

• It works as a text (SMS)

• I can personalize the content (App)

• I can access it later for reference (App)

• Is there a charge?

• It is easy to use

• Marketing on my personal device

• Do I give up any privacy?

•Content•Immediacy•Accessibility•Privacy (perceived or real?)•Formality (personal or marketing)•Initiation

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Our Mobile Apps

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Twitter….

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