1. Strongmail New Features & Best Practices New Media Team Marketing Services

2. A/B Split Test mailings allow you to test individual elements within a mailing to see if one version performs better than another. It provides a controlled method of determining the effectiveness of changes within an email that can influence response rates. Testing Examples:  Subject line: open rate  Button vs. text link: highest click-through rate (CTR)  Call-to-action placement  Personalization vs. no personalization  Sending at different times of day or days of the week  Template or Format: Text, Layout, Images, Promo Boxes Winner vs. Non-winner:  Winner: Large list size. Send versions A and B to a small portion of the list and then send the winner version to the remainder of the list. Wait at least 48 hours to send the winner version to the remainder.  Non-winner: Small list size. 50% of list receives version A and 50% receives version B. A/B Split Testing

3. Guidelines:  List size should be big enough to get statistically significant results (min. 1,000 recipients).  Hard count and percentage-based testing options.  A/B testing functionality can generate 2 or more different splits per test mailing.  However, only one variable should be tested at a time.

4. A/B Split Testing

5.  Measures user stats for desktop, application, and mobile.  Insertion of one pixel by one pixel transparent image at the bottom of the email template.  The metric is tracked when the email is opened & the pixel is loaded.  Mobile is growing consistently as the lead, and iPhones and iPads are the most popular mobile devices.  Different populations will have different results.  Should only be used with email campaigns, not single emails.  Metrics determine behavior & engagement based on activity and can be used to measure trends over time.  Results can be used to drive design business decisions to optimize your template for the audience. Mailbox IQ

6. Mailbox IQ Platform Hit Quantity Percent of Hits WebSoftwareMobileSocialBots Full Message Preview Pane Internet Explorer FirefoxSafariChromeOperaOther Web10.20%100.00%0.00% 100.00%0.00% Mobile9919.53%0.00% 100.00%0.00% 100.00%0.00% Software40780.28%0.00%100.00%0.00% 100.00%0.00% Total Platform 507100.00%0.20%80.28%19.53%0.00% 41.77%58.23%0.00%100.00%0.00% Device tracking report

7. Mailbox IQ Email Client Hit Quantity Percent of Hits WebSoftwareMobileSocialBots Full Message Preview Pane Internet Explorer FirefoxSafariChromeOperaOther Yahoo10.18% 100.00 % 0.00% 100.00%0.00% Android OS20.36%0.00% 100.00 % 0.00% 100.00%0.00% Express 4-6/ IE mail 61.08%0.00% 100.00 % 0.00% Apple Mail / Webkit Based Email 81.44%0.00% 100.00 % 0.00% Lotus Notes101.80%0.00% 100.00 % 0.00% 100.00 % 0.00% Outlook 2003 & XP 162.88%0.00% 100.00 % 0.00% 100.00 % 0.00% Other Software 223.96%0.00% 100.00 % 0.00% iPad274.86%0.00% 100.00 % 0.00% 100.00%0.00% iPhone7012.61%0.00% 100.00 % 0.00% 100.00%0.00% Outlook 200711921.44%0.00% 100.00 % 0.00% 100.00 % 0.00% Outlook 201027449.37%0.00% 100.00 % 0.00% 11 Email Client 555100.00%0.18%81.98%17.84%0.00% 40.57%59.43%0.00%100.00%0.00% Email client reporting

8. An email marketing best practice feature is the ability to generate a personalized email to an individual recipient. StrongMail offers Content Blocks to add an unprecedented level of relevance to your messages. StrongMail's Content Blocks is a tool that uses dynamic segments and text- based tokens to insert reusable content or dynamic content from your data; personalized text and graphics, directly into your email template. Personalization can be used in a variety of ways, such as:  swapping out Sender Name, Sender Email, Reply Email  swapping out signatures or contact information  recipient’s first name to insert a personalized salutation or personalized body copy Personalization

9. Guidelines:  In order for personalization to function properly, the data associated with the email must be provided  Personalization corresponding to a recipient’s email address must be provided in a.csv file  Additional variable content such as unique sender or contact information can be provided in a Word document with the jobs markup

10. Lifecycle Marketing Automated multi-stage event-triggered email marketing delivering relevant communications based on behavior:  Currently in testing phase  Meant for ongoing campaigns  Setting exact times for launch is not possible  If a recipient clicks or opens an email, it will automatically send another email to them or will stop sending

11. Outlook 2010 Why does my email look different?  With the release of Outlook 2007 & 2010, Microsoft switched to Microsoft Office Word as a rendering engine for both reading and composing e-mails in Outlook from its previous versions that used Internet Explorer to view e-mails.  Microsoft’s decision to avoid using a browser to render HTML ignores standards-based e-mail design & allows less control for e-mail designers over how HTML e-mails are rendered, & Adobe Acrobat proofs created from these e-mails do not accurately display the way the e-mail is actually viewed in the preview pane.  The most common issue this has caused for us is white space and gaps, especially surrounding button rendering, however this does not extend to the actual e-mail display, only the PDF output

12. Outlook 2010 Outlook 2010 does not support:  Padding values & failure of the tops of cells to line up properly resulting in cut off background colors. i.e.: white lines  Formatting: Word applies its own print based formatting that applies automatic page breaks and gaps in the layout of long e-mails with a lot of content  Outlook 2010 adds a one pixel gap under (or over) every image inside a table cell  Font rendering– resulting in letters cut off in proofs  Background images & shadowed edges  Borders on images  Animated Gifs, JavaScript & Flash  Forms  Wrapped text & Justified text  Middle text alignment alongside images & image resizing  Automatic letter spacing

13.  Exploring a more templated approach to direct clients to a ready to go pre- approved template library for quick blasts.  The library contains categories such as alerts and invitations broken down by Business Unit. Explore on GlobalNet: https://home2.trowepric e.com/sbs/docs/DOC- 17662 Email Template Library

14. Questions? We are happy to answer any questions, help develop ideas, attend meetings, collaborate on projects & provide examples. EP_HTML_Email_Team@troweprice.com