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Executives

Jeremiah Sisitsky - Director of Investor Relations

Gail F. Goodman - Chairman, Chief Executive Officer and President

Harpreet S. Grewal - Chief Financial Officer, Principal Accounting Officer, Executive Vice President and Treasurer

Analysts

Richard H. Davis - Canaccord Genuity, Research Division

Peter L. Goldmacher - Cowen and Company, LLC, Research Division

Brad Reback - Stifel, Nicolaus & Co., Inc., Research Division

Chaitanya Yaramada - Robert W. Baird & Co. Incorporated, Research Division

Michael Huang - Needham & Company, LLC, Research Division

Brian J. Schwartz - Oppenheimer & Co. Inc., Research Division

Michael Anderson - Crédit Suisse AG, Research Division

Brett Fodero - Lazard Capital Markets LLC, Research Division

Richard K. Baldry - Wunderlich Securities Inc., Research Division

Constant Contact (CTCT) Q2 2012 Earnings Call July 26, 2012 5:00 PM ET

Operator

Good day, ladies and gentlemen, and welcome to the Constant Contact Second Quarter 2012 Earnings Conference Call. [Operator Instructions] As a reminder, this conference call is being recorded. I would now like to turn the conference over to Jerry Sisitsky. You may begin.

Jeremiah Sisitsky

Great. Thank you, Latoya. Good afternoon, everyone and welcome to Constant Contact's investor conference call for the second quarter ended June 30, 2012. With me on the call today is Gail Goodman, Chairman, President and CEO; and Harpreet Grewal, Chief Financial Officer.

During the course of this conference call, we'll make various remarks about the company's future expectations, plans and prospects that constitute forward-looking statements for purposes of the Safe Harbor provisions under the Private Securities Litigation Reform Act of 1995. Actual results may differ materially from those indicated by these forward-looking statements as a result of various important factors, including those discussed in the Risk Factors section of our most recent Form 10-K and 10-Q on file with the SEC. In addition, any forward-looking statements represent our views only as of today, July 26, 2012. While we may elect to update these forward-looking statements at some point in the future, we disclaim any obligation to do so even if our views change.

During this call, we will refer to certain non-GAAP financial measures. These financial measures are not prepared in accordance with generally accepted accounting principles. A reconciliation to the most directly comparable GAAP financial measure is available in the press release announcing our second quarter 2012 financial results. The press release is also available on the Investor Relations section of our website at www.constantcontact.com. Also available for download is a presentation and our historical financial and operating metrics.

With that, now let me turn the call over to Gail.

Gail F. Goodman

Thanks, Jerry, and thanks to everyone joining us on the call to review our second quarter financial results. Revenue of $62.1 million and adjusted EBITDA of $8.1 million were both consistent with our expectations. We are pleased with the results of our Email Marketing business and excited by the early progress of our more recently launched offerings.

Our investments in driving ARPU and improving customer retention rates continue to yield meaningful results, and our confidence in the business is causing us to, again, raise our guidance for the year.

We have a number of exciting growth initiatives at Constant Contact. On this call, we'll highlight SinglePlatform and Social Campaigns.

Let me start with SinglePlatform. The acquisition of SinglePlatform marked another big step forward in Constant Contact's transformation to a multi-product company. One of the more significant challenges and opportunities for small businesses is being found by new customers across the myriad of search engines, websites, directories and mobile applications. Accurate rich listings, everywhere that consumers are searching are a necessity for small businesses. SinglePlatform solves this problem in a simple yet powerful way. The company allows small businesses to provide and update information in one place. SinglePlatform then distributes their Digital Storefront to more than 200 million consumers through its 100-plus publisher relationships. This network generated roughly 7 million digital storefront views for SinglePlatform listings in June alone.

We continue to meaningfully add to the SinglePlatform publisher network. While many publishers prefer not to be specifically named, New York Times, Yellow Pages, UrbanSpoon, TripAdvisor, CitySearch, Village Voice Media and The Washington Post represent just some of the over 100 publishers and review sites with whom SinglePlatform has partnerships.

The SinglePlatform Digital Storefront helps small businesses stand out by going beyond the basic listing. In addition to basic information such as the name of the business, address, contact information and hours of operation, SinglePlatform helps small businesses add consumer-engaging information like products, services, menus, pricing, photos and videos; update in one place and publish across numerous popular web destinations and mobile applications to be seen by thousands or millions of potential local customers.

We believe small businesses instinctively understand they need a solution like SinglePlatform to make them visible in today's mobile, local and review-centric environment.

The power of the Digital Storefront extends to the publishers as well by driving significant engagement on their networks. With an average consumer looking at a menu for around 4 minutes and more than 7 million projected views this month, we've added more than 28 million additional minutes of engagement for our publisher partners.

We believe SinglePlatform can serve as a powerful front door for Constant Contact to acquire new customers, as well as provide a significant cross-sell opportunity. SinglePlatform has a repeatable, phone-based outbound selling model and is rapidly scaling their sales team. In the last 2 months, they've added 30 new sales representatives and expect to have roughly 75 salespeople by year-end. A typical salesperson is trained and productive in only 2 months. With the addition of Constant Contact's brand, marketing expertise and install base, there are additional opportunities for accelerated growth.

Turning to Social Campaigns. During the second quarter, we continued to ramp our Social Campaigns product. The level of customer interest we're seeing in this product continues to exceed our expectations as small businesses increasingly look to turn their social media presence into a marketing engine. We ended the quarter with more than 60,000 Social Campaign users, up from 35,000 at the end of Q1, an increase of over 70% in just 90 days.

Our goal has been to open up the top of the funnel with our free Social Campaigns offering and we are ahead of our expectations there. And approximately 20% of the Social Campaign users are new to the Constant Contact franchise.

We're also getting good early traction with paying customers. We ended the second quarter with more than 2,000 paying customers. This represents a free to pay conversion rate of more than 3%. Freemium conversion rates vary widely by industry, but a 10% free to pay conversion rate is generally considered best-in-class. We are 1/3 of the way there in only months since launch. We'll continue to iterate rapidly across product usability and functionality, marketing positioning and pricing and our coaching and on-boarding processes to increase our conversion rate in the quarters ahead.

On the product side, we've recently released significant enhancements to the campaign creation workflow, including separation of the publishing share page into 2 distinct steps, creating a timeline post on Facebook when publishing a campaign and automatically changing the custom tab name when publishing the campaign. We are highly focused on delivering a Social Campaigns solution that is both powerful and extremely easy to use. While a majority of small businesses are testing social networking in some fashion, we continue see that most are struggling in their efforts and need a solution that makes it as easy as possible to succeed.

We have high expectations for our Social Campaigns product as we can see the powerful results delivered to our customers. As of the second quarter, our Social Campaigns users were seeing greater than a 30% increase in their number of fans. We also have a growing number of use cases where customers have generated over $10,000 from a single social campaign. This is a tremendous ROI when you consider the relatively low cost of our solutions.

It will take a few quarters to continue optimizing our go-to-market and conversion strategies around Social Campaigns. That said, 3 things are very clear from our perspective. First, the general market interest is there. Small businesses are starving for results-oriented social solutions. Second, our solution delivers significant value and is focused on the right social media challenge. And third, our overall approach of serving as a marketing coach will be essential in the social media market for small businesses.

Although we picked SinglePlatform and Social Campaigns as focus areas on this call, we are making progress across all our emerging growth products. Some notable data points include: during the first 6 months of the year, Event Marketing revenue was up more than 150% year-over-year. We've processed over $55 million in payments on behalf of our Event Marketing customers this year alone and had over 1.4 million event registrants, many of whom also became subscribers to our customers' email lists, helping contribute to overall ARPU growth.

SaveLocal became generally available to all businesses in June, following the successful beta period. While it's still very early, in the first few months, we have doubled merchant revenue per deal, doubled buying per deal and doubled sharing per deal as merchants continue to have more and more success with the product.

In June, deal volume was up 50% compared to May. And in the few weeks since general availability, we've seen approximately 20% of deals from customers new to the Constant Contact franchise.

Finally, our core email marketing solution remains a primary growth driver for the company and offers a huge installed base for cross-sell of our new solutions. Our expectations are that Email Marketing will continue to grow as we layer on many new growth initiatives.

As we continue to innovate and expand the breadth of our product portfolio, we've also increased the depth of our management team. At the end of the second quarter, we added Ken Surdan as Senior Vice President of Products. Ken was most recently Vice President of Operations for the Turbine division of Warner Bros. Interactive Entertainment and was previously SVP of Technology for tripadvisor.com. John Walsh, who has led Operations and Engineering for the last 3 years will now focus on our mobile and loyalty tools.

In early July, we also added Jay Herratti to our Board of Directors. Jay has great experience leading and growing companies that are focused on delivering solutions for small business and has been instrumental in helping grow many well-known brands, including Evite, UrbanSpoon and CitySearch.

At the halfway point of 2012, I'm pleased with our efforts to date, both our financial performance and the longer-term vision and direction of the company. In the face of ongoing small business economic challenges, we delivered a strong quarter and have the increasing confidence that resulted in our raised expectations for the remainder of 2012. With 4 new products in the early stages of growth; an Email Marketing product that delivers significant ROI to our customers; a strong team of employees, passionately delivering success to hundreds of thousands of small businesses; and a best-in-class small business brand, we believe our investments are setting the stage for significant long-term shareholder value creation.

With that, let me turn it over to Harp to discuss the first quarter and our outlook in more detail.

Harpreet S. Grewal

Thank you, Gail. Revenue, profitability and new customer additions were consistent with our expectations. With strong results from Email Marketing, triple digit revenue growth in Event Marketing, the acquisition of SinglePlatform, great user adoption of Social Campaigns and early signs of success of SaveLocal, we are increasingly confident in our ability to accelerate customer growth in the second of this year and set the stage for acceleration of revenue in 2013. This confidence is reflected in our decision to raise both revenue and adjusted EBITDA guidance for 2012.

Let me begin by reviewing our second quarter results in more detail. From a revenue perspective, we delivered $62.1 million in revenue, representing more than 18% annual growth and slightly above the high end of our guidance. SinglePlatform, given the timing of the closing, contributed very little to Q2 revenue. But we continue to anticipate that it will deliver approximately $1 million in revenue in 2012.

From a profitability perspective, we delivered adjusted EBITDA of $8.1 million, consistent with our guidance. This includes approximately $1 million in SinglePlatform-related expenses.

The underlying drivers of revenue, new customer additions, growth in ARPU and retention each performed well in the quarter. For the quarter, we added 45,000 gross new paying customers, which is in line with the 45,000 we acquired last quarter and in the comparable period last year. Excluding SinglePlatform, we ended the quarter with 525,000 paying customers, an increase from 510,000 at the end of last quarter and 470,000 at the end of the second quarter of 2011. Including SinglePlatform and the onetime adjustment for their base, we ended Q2 with approximately 535,000 customers. Going forward, we expect to report customer counts inclusive of SinglePlatform customers.

We have previously talked about our expectation that customer growth, in terms of gross customer additions, will accelerate in the second half of 2012 compared to last year. We expect that customer additions in Q3 should increase on a year-over-year basis and total approximately 45,000 versus 40,000 last year. We would expect both sequential and year-over-year growth in customer additions in the fourth quarter.

Our multi-product strategy, focus on building our cross-sell capabilities and assisting our customers to grow their contacts continue to yield meaningful growth in ARPU. Monthly ARPU showed strong gains and totaled $39.98. This was up $0.42 from $39.56 last quarter and increased $2.12 versus last year. We expect to see continued gains in ARPU going forward.

Customer retention, meanwhile, continues to remain within historical ranges. Email attrition continues to show solid improvement on a sequential and year-on-year basis and has been trending below the historical midpoint of our range.

Before I turn to profitability, let me spend a few minutes on the impact of SinglePlatform on 2012 financials. The acquisition represents an exciting opportunity for us to solve a fundamental problem for small businesses: drive new customer additions and significant revenue. In the next few quarters, it also means investing to scale the business to capture market demand. In doing so, this impacts some of our previously expected trends. From a revenue perspective, we expect SinglePlatform to deliver approximately $1 million in revenue in 2012 and about $10 million in 2013. As we invest to drive these gains, SinglePlatform will compress adjusted EBITDA margins by about 350 to 400 basis points in 2012, translating to $9 million to $10 million. This impact is most pronounced in sales and marketing and G&A.

From a GAAP perspective, stock-based compensation costs will also increase, as well as amortization costs related to intangible assets. The acquisition also reduces free cash flow for 2012. However, we still look to end the year with approximately $100 million in cash. We do not take these adjustments lightly and ultimately, base them on the unique opportunity that SinglePlatform represents.

Now turning to profitability. Gross margin in the second quarter was 70.3%, down from 70.6% last quarter and 71% in the second quarter of 2011. There are a couple of areas of increased spend that are quickly -- that are worth noting.

As a result of recent acquisitions including CardStar in January and SinglePlatform in June, depreciation and amortization expense has increased as we amortized intangible assets related to the acquisition. In addition, in this year, we're incurring slightly higher-than-expected expenses related to a larger rollout of salesforce.com into our support organization. In terms of gross margins in Q3, we expect gross margins to be slightly down on a sequential basis followed by a sequential increase in margins in the fourth quarter. Overall, we expect gross margins for the year to be essentially flat to last year.

Sales and marketing spend in the second quarter totaled $25.8 million or 41.6% of revenue, which represents over 100 basis point improvement relative to the second quarter of 2011, up $22.5 million or 42.9% of revenue. In the third quarter, we expect sales and marketing to decrease slightly on an absolute dollar basis, as well as to decrease about 200 basis points sequentially as a percentage of revenue. For the full year, we expect sales and marketing to be essentially flat on a percentage of revenue basis as compared to last year as we invest to grow the SinglePlatform team in the second half of the year.

R&D spend, meanwhile, was $9.8 million in the quarter or 15.8% of revenue, which is essentially flat versus the first quarter as a percent of revenue. R&D spend was consistent with our expectations and reflects our continued investments to deliver on our platform and multi-product strategy. For the full year 2012, our expectations remain the same with R&D forecasted to increase as a percentage of revenue by approximately 200 basis points over 2011.

G&A spend in the quarter was $8.4 million or 13.5% of revenue, up from $7.6 million or 12.6% in the first quarter. The increase in G&A spend as a percent of revenue was almost entirely due to accounting, legal and share-based compensation costs associated with the SinglePlatform acquisition. We expect 2012 G&A as a percentage of revenue to increase by approximately 100 basis points over 2011 as a result of the acquisition.

Our stock-based compensation expense in the quarter was $3.8 million as compared to our previous guidance of $3.5 million with much of the variance associated with the stock grants that were made to members of the SinglePlatform team. During the quarter, we had an income tax provision of slightly more than $100,000. We had cash tax expense in the quarter of approximately $100,000.

Excluding stock-based compensation and accounting for only the cash portion of our taxes, our second quarter non-GAAP net income totaled $3.3 million or $0.11 per share. Taking into consideration the approximately $1 million single platform related cost in the quarter, this is consistent with our previous guidance.

For the second quarter, we generated GAAP net loss of $500,000, translating to a loss of $0.02 per share compared to GAAP net income of $1.3 million or $0.04 per share for the same period in 2011. Q2 results were impacted once again including share base compensation associated with SinglePlatform. Without which, our results would've been generally consistent with our previous guidance.

Turning to the balance sheet, we ended the second quarter with $81 million in cash and investments. This is down $143 million at the end of last quarter and reflects approximately $63 million in cash associated with the SinglePlatform acquisition. We generated cash from operations of $5.2 million for the 3 months ended June 30. Free cash flow for the second quarter totaled $56,000 after taking into consideration $5.2 million of CapEx. Free cash flow was impacted by approximately $2 million as a result of the SinglePlatform acquisition, as well as some variance in capital partially related to vendor -- timing of vendor payments.

We would expect to end the year with approximately $100 million in cash and investments resulting in free cash flow for the year of approximately $23 million. This is lower than previously forecast. Once again, partially due to the impact of SinglePlatform on forecasted profitability and CapEx, as well as small revisions to our working capital forecast.

With that, let me turn to guidance. Based on the trends we're seeing, as I noted earlier, we're raising full year revenue and adjusted EBITDA guidance. As previously mentioned, some of the seasonal trends we have historically seen relative to margins and revenue growth may be somewhat altered this year as a result of the acquisition. While in the past, Q3 has reflected the high watermark relative to adjusted EBITDA margin, this year, we expect that Q4 margins will be higher as compared to Q3. This is primarily driven by the significant investments in building out the SinglePlatform sales team both in the second quarter and continuing into the third quarter. While SinglePlatform is leading to a compression of margins this year, we remain committed to our philosophy of seeking to deliver revenue growth and margin expansion.

With that, let me begin with third quarter guidance. We are targeting revenue in the range of approximately $63.7 million to $64.1 million, representing year-over-year growth of 17% to 18%. We're targeting adjusted EBITDA margin in the range of 15.5% to 16%, translating to adjusted EBITDA in the range of $9.9 million to $10.3 million. Non-GAAP net income per share is expected to be in the range of $0.14 to $0.15 based on diluted weighted average shares of $31.2 million. Non-GAAP net income includes an expected cash tax rate of approximately 10% or about $100,000. GAAP net income is expected to be in the range of $400,000 to $700,000 leading to GAAP net income per share in the range of $0.01 to $0.02. GAAP net income per share includes an estimated GAAP tax rate of approximately 40%, stock-based compensation expense of about $3.7 million and depreciation of about $5.4 million.

Turning to the full year, we are raising our 2012 revenue guidance from approximately $253 million to $253 million to $254 million. We had previously raised guidance by $1 million at the time of the SinglePlatform acquisition in June. We're increasing our adjusted EBITDA guidance as well to $35.9 million to $37.3 million for the full year, representing adjusted EBITDA margin of 14.2% to 14.7%. Once again, a reminder that adjusted EBITDA for 2012 is impacted by the meaningful investments we're making in SinglePlatform.

Non-GAAP net income per share is expected to be in the range of $0.51 to $0.55 for the full year 2012 based on diluted weighted average shares outstanding of 31.3 million. Non-GAAP net income per share includes an estimated tax rate of approximately 10%. GAAP net income is expected to be in the range of $1.2 million to $2.1 million for the full year, leading to a GAAP net income per share in the range of $0.04 to $0.07. This is based on the effective tax rate of approximately 40%, depreciation of approximately $19.8 million and stock-based compensation expense of approximately $14.3 million.

With 2 quarters behind us and in providing Q3 and full year 2012 guidance, there are a couple of things that we can all extrapolate about Q4. These include: our expectation for strong sequential revenue growth in the fourth quarter; adjusted EBITDA margins that are sequentially higher and our expectation that gross customer additions in the fourth quarter will accelerate versus the third quarter and last year. In doing so, we expect to put in place the basis for a strong 2013 including the re-acceleration of revenue growth.

Let me close with the following comments. While the SinglePlatform acquisition adds some complexity to evaluating our performance, this was a quarter with few surprises. We're pleased to have delivered revenue and profitability consistent with our guidance and to have added 45,000 gross customer additions and 15,000 net customer additions. Once again, consistent with our expectations. We remain excited about the new growth opportunity and the momentum that these initiatives collectively are beginning to show and believe that we're on the cusp of changing the fundamental trajectory of Constant Contact. With that, let me turn the call over to the operator to begin the Q&A session.

Question-and-Answer Session

Operator

[Operator Instructions] The first question is from Richard Davis of Canaccord.

Richard H. Davis - Canaccord Genuity, Research Division

So on the -- if you kind of -- I don't know if this should be Harp or not but the mix of kind of email to everything else, email to non email, is your sense, when I kind of do back of the envelope on a go-forward basis, upwards of 3 quarters, the growth will come outside of email. Is that kind of a rough number? And because everyone -- I disagree but everyone thinks that email is dead and so I just want to kind of try and make sure I triangulate around that, and I don't know if you guys think of it in that fashion.

Harpreet S. Grewal

Yes. I mean, we obviously look at our products and look at the trends in the products and so forth. I think the key is to remember is, first of all, we do look to add things to the portfolio. Email is posting strong results and did so this quarter. So to those who think that email is not performing well, we are actually quite pleased with the performance of email. I think in terms of customer adds, in terms of those accelerating in the second half versus previous year, I think it's fair to assume that email is more than going to hold its own. We're seeing areas where email actually performing better than last year in certain areas, like with a partner Eric Groves [ph] where we've been investing for the last 1.5 years. But I think the large part of these incremental gains are going to come from our new introductions, Event Marketing, SinglePlatform, Social Campaigns and SaveLocal.

Richard H. Davis - Canaccord Genuity, Research Division

Got it. And then the second question and the last one would be the small business economy has kind of been tough, would you describe it as unchanged, worse or I don't think it would be better but I'm just curious kind of where -- you haven't gotten any breaks on that angle but just thoughts on that.

Gail F. Goodman

Yes. I think you're definitely right, we haven't gotten any breaks there. What we're seeing is very much what we've been seeing really over more than 2 years now, which is mixed data, optimism up, optimism down. We're definitely seeing that things are not getting worse. But what we haven't seen yet is small businesses starting to add back jobs. And as we've consistently said over time, the biggest challenge with doing new marketing, anything, is having the resources to do it, not necessarily the dollars. And so we have yet to see a re-acceleration of job growth in the small business market.

Operator

The next question is from Peter Goldmacher of Cowen & Company.

Peter L. Goldmacher - Cowen and Company, LLC, Research Division

I want to ask you -- get into a little more detail on SinglePlatform because it seems to be skewing some of the historical seasonality and the guidance is pretty unique. Where you say -- I think you said it was $1 million for 2012 and $10 million in revenue for next year. So what I'm wondering is, when you look at the historical business and the historical investments you've made in distribution, now you've got a sales force. So I'd like to understand how that changes your mindset around distribution? And what is it you see that you think this is going be a $10 million business next year? And what are the things we should be keeping an eye on to make sure you guys are on track for that?

Gail F. Goodman

Yes. I'll start. What we saw first and foremost was just an unbelievably strong value proposition. When merchants are -- these are mostly brick-and-mortar storefronts, adopt SinglePlatform, they get huge value and the value proposition is very easy to articulate and easy for them to understand. So what we then see is a very predictable sales flow through their outbound sales teams. And so the trend lines are what give us confidence. So repeatable metrics at increasing scale, driving customers in. What we do think is there is opportunity for even more support of their execution, using our brand, our customer base and our marketing expertise. So they had predominantly built the business through outbound direct selling. When you add in our channels and our marketing expertise in our brand, we think there's increased confidence in those selling metrics and that it is a lot about sales execution. So then, you look to the team that's running SinglePlatform and this is a team that has scaled significant sales teams in the past, most notably at the company SeamlessWeb. So this is right in the wheelhouse of the team's expertise.

Peter L. Goldmacher - Cowen and Company, LLC, Research Division

Gail, let me just ask you a question on that. So when you talk about bringing your expertise to bear, is it your expectation that Constant Contact's traditional go to market is a lead gen and you need a telesales guy to close or do you think that you'll be able to get deals without ever having a direct sales guy make a phone call?

Gail F. Goodman

So for the foreseeable future, SinglePlatform is running stand-alone in their current model. And then Constant Contact can add on top of that. Our lead gen, so our direct-to-market brand reach, our regional development directors, where that lead gen leads to a contact form that then, one of their outbound salespeople are following up with a warm lead instead of doing a cold call. We've already seen that those leads, although anecdotal, not metrics-driven, those leads are converting even better than, obviously, a blind outbound cold call. So the more we can feed them more in lead gen, obviously, the even higher productivity. But we are not looking to dramatically accelerate a full self-serve touchless model for them. Their model is working really well in at least the foreseeable future. We're just sticking with that.

Peter L. Goldmacher - Cowen and Company, LLC, Research Division

Do you envision a scenario where you think that these SinglePlatform guys could actually sell email and Event Marketing and some of these other things? And maybe there's a segment of your market where telesales just delivers more bang for the buck or is that -- are we too far -- am I too far ahead of myself?

Gail F. Goodman

Can I take the too far ahead of ourselves? It's just too early and what is very clear is that given their revenue growth targets, we will not distract them with other objectives. Now what we may do is take our coaches who are helping folks with email events, SaveLocal and Social Campaigns and add SinglePlatform, at least the ability to capture a lead for SinglePlatform into their mix as well. And then we will definitely cross sell. We've already begun this, SinglePlatform into our 525,000 non-SinglePlatform customer base.

Peter L. Goldmacher - Cowen and Company, LLC, Research Division

Right. Okay. And then just lastly on the seasonality. Q3 has always been your seasonally strongest earnings quarter. Now if I look at your guidance, it's going to be Q4. Is that a temporary thing? What's driving that? How should we think about that going forward?

Harpreet S. Grewal

Yes. I would say that it's not absolutely clear to me at this point if I would say that this is a permanent adjustment to the historical trend line. Certainly, 2012, I would to speak to it, which is historically we don't -- we pull out of market from a sales and marketing perspective in Q3. We aren't hiring a lot of salespeople or coaches in our organization during that time. The reverse is happening at SinglePlatform given the momentum they have. One, they've been hiring very aggressively in Q2 as Gail mentioned, hiring almost 30 new sales reps in just the last couple of months, with plans to continue that hiring in Q3. So you add 30, 40, 50, 55 heads times whatever average cost you want to use and you start seeing how this gets skewed a little bit this year. I think we need to kind of get a little more experience, at least I do, before talking about future trends.

Operator

The next question is from Brad Reback of Stifel, Nicolaus.

Brad Reback - Stifel, Nicolaus & Co., Inc., Research Division

Gail, in the past, you've talked about the lifetime value of an email customer at about $800 or so. What do you best estimate the lifetime value of the SinglePlatform customer is today? The 10,000 that you've acquired that are paying?

Gail F. Goodman

Yes. I mean, it is again, still pretty early. The list selling price is $4.95 a year which is not far off from Email Marketing. We have nowhere near enough retention history to move that into lifetime value and of course, we have no cross-sell, upsell history at all. So it's just a little too early and I haven't seen the cost of acquisition calculation either, now that I think about it. So I would expect that to be lower than our current Email Marketing cost of acquisition simply because they have actually done no marketing to date.

Harpreet S. Grewal

Yes. I mean, by just qualitatively adding to it, I mean, I think the key is our, I think, cost of acquisition is lower than what we experienced for the reasons Gail notes. They just don't have a retention history. But to the extent they do, their retention rate seems to be very good but it's such limited data points that I wouldn't want to hang my hat on it at this point. And from a cost of servicing perspective, it seems that it's a little -- it's lower than what we have. So just from a trend line perspective, one would think not withstanding the impact of retention, that it's better.

Brad Reback - Stifel, Nicolaus & Co., Inc., Research Division

Okay. I guess I'm a little confused how a direct model with salespeople could be a lower cost of acquisition than cost per click, word of mouth, how you've traditionally gone to market with email.

Gail F. Goodman

Yes. So we traditionally do all of that marketing spend and then we actually do put a coach on the phone with a customer. So we have a selling cost. That selling cost is post trial but it's in our cost of acquisition. And then we -- so our total cost of acquisition includes both the go-to-market side, pay per click, regional development directors, partner networks and a sales touch, a coaching touch during the funnel process. So I would say that they probably have an extra sales touch over our sales touches but they don't have the marketing overhead as well.

Operator

The next question is from Chaitanya Yaramada of Robert Baird.

Chaitanya Yaramada - Robert W. Baird & Co. Incorporated, Research Division

This is Chaitanya for Steve Ashley of Baird. For SinglePlatform, I believe a majority of their customers today are in the restaurants vertical. I'm just wondering what type of verticals you think that this product is going to be useful for and then what type of success they've seen so far in these other verticals?

Gail F. Goodman

Yes. So, definitely started in restaurants but have already started the drive out of restaurants. Notable next verticals, anything in personal services, hair salons, nail salons, day spas, any brick-and-mortar business. So in particular, retail is looking good, those are the 2 that I would highlight now and we'll get more into verticals as we learn more about the business.

Chaitanya Yaramada - Robert W. Baird & Co. Incorporated, Research Division

Great. And then any estimation of maybe what the cross-sell base would be for Constant Contact? Would you include all of the B2C base in that? Any sense...

Gail F. Goodman

Yes. That would be our primary focus, is cross-sell base. So roughly 40%, 45% of our current base.

Chaitanya Yaramada - Robert W. Baird & Co. Incorporated, Research Division

Great. And then any update on Bantam Live integration?

Gail F. Goodman

Yes. I'm glad you asked. So yes, we are moving along extremely well with our Bantam Live integration. So we expect to be rolling out what we call Contacts 2.0 to customers in the back half of this year, continuing that migration into next year. But on the next earnings call, we expect to be talking in more detail about Contacts 2.0 and how that's going to roll out.

Operator

The next question is from Michael Huang of Needham.

Michael Huang - Needham & Company, LLC, Research Division

Just a couple of question for you guys. So first of all, drilling into the SinglePlatform customer base a little bit. So you have 10,000 paying customers, I was wondering if you could share with us how many SinglePlatform added in Q2 and given some of the aggressive hiring and the momentum of the business, should we be seeing sequential growth relative to that Q number, kind of through the balance of the year or is there any seasonality with respect to that business?

Harpreet S. Grewal

Yes. So I think at the time of the acquisition in mid-June, we talked about the fact that they had about 10,000 paying customers and that it had been accelerating over the course of the first 5, 6 months of the year. So there is the increased momentum that SinglePlatform has been delivering. I think the seasonality question is a good one. I certainly know what we have modeled and what our expectations are and what our commitments are internally and a lot of folks envy us [ph] . This is one of the first times that they're going through summer season at this sort of scale. So I think -- so I'm not sure how to answer the question because I don't have that data point. We have our expectations. I think what I'm comfortable saying is that as we look at gross adds accelerating both in Q3 and then in Q4, I think it's fair from our perspective that we'll be reporting gross adds we think either 50,000 or 55,000 in Q4 versus 45,000 last year, that SinglePlatform will be playing a sizable role in that.

Michael Huang - Needham & Company, LLC, Research Division

Got you, okay. That's kind of my thought and it seems that -- if that's the case, then any growth that you're seeing or any improvement that you're seeing around conversion rates for Social Campaigns ultimately would just be layered on top of that?

Harpreet S. Grewal

Right.

Michael Huang - Needham & Company, LLC, Research Division

Okay. Now just following up on that. So conversion rate I think you had said 3% free to pay for Social Campaigns. What are some of the things that you guys can do to help drive improvements around conversion rates there? I mean, is that just the natural maturation of the product or is there other things that you guys can pull to help convert at a higher rate?

Gail F. Goodman

Yes. So there's a lot of things we can do. Clearly, rapid product iterations involve usability. So making sure more people publish their campaign. So making that, believe it or not, less is more in most cases, getting to that first publish, making sure that first publish has embedded best practices, so they see great results from that. So lots of product iterations at the core of that. Then layering on top of that, best practices and the right coaching, an on-boarding process so that's everything from the little encouraging emails that come to them during their early experience to what calls they get and when they get them. That's a science and we're just in the start of iterating around when to touch, who to touch, what message to touch with. So there's quite a bit we can do to influence this. If you look at the first 6 months of Email Marketing and its conversion rate and where we are today, it is 10x better, literally, 10x better. So we're just on the start of that. So we're thrilled with over 3% just a few months in.

Michael Huang - Needham & Company, LLC, Research Division

Okay. And then last question for you. So in terms of that 60,000 user base number that you threw out there, do you have an average number of fans across these users? And what are you seeing when these users are hitting that pay gate? Are they converting or are they dropping off or kind of what's the conversation they're having?

Gail F. Goodman

Yes. So I actually didn't see the end of the quarter numbers. So my numbers are general and maybe a month or so old. But what we're seeing is actually, just to remind folks, it's free to 100 fans and then when you cross 100 fans, you don't immediately hit a pay gate, you go into a trial period. And so what we're seeing is continued good engagement into the trial period and then you hit the pay gate. We're seeing some drop off on the trial period, we're seeing some drop off on the pay gate. I think we're learning our way all along those different steps but I really think it all starts with product engagement and making sure they are getting enough value props. I will say that we continue to plan tests around pricing and the pricing tiers as well. So we do think there's some opportunity to optimize pricing. So we're just testing everything.

Operator

The next question is from Brian Schwartz of Oppenheimer.

Brian J. Schwartz - Oppenheimer & Co. Inc., Research Division

Gail, I wanted to follow up just on the distribution question I think Peter was trying to get at a little bit earlier. I wanted to maybe ask you in regards to the products in the portfolio because over the last couple of years here, you've greatly increased the number of products. Are there any thoughts or any testing going on the new pricing plans that could substantially offer a bundle of products or even the entire platform to increase your ARPU and subscriber trends as opposed to selling the products modularly?

Gail F. Goodman

Yes. So one of our major internal themes is really testing our way into the right cross-sell, upsell strategy. And again, this is and will be a science. So is it more effective if you start with Email Marketing to offer you Social Campaigns next or an upsell into a small bundle? So is it first product to second product to third or first to bundle of 3? And so we absolutely will be testing pricing and packaging combinations designed to really drive great engagement and higher ARPU and lifetime value. So you are right on one of our major projects and themes inside the company.

Brian J. Schwartz - Oppenheimer & Co. Inc., Research Division

Okay. And then a couple of questions for Harp. Harp, I was wondering if you had the metric on the average number of products per customer? And really, just wanted to kind of pick your brain here for insight for us as we monitor this transformation of the business from a product company to a platform company. Are there any other metrics really, other than the ARPU trends that you suggest we should follow or really track to monitor the success of the platform strategy?

Harpreet S. Grewal

Yes. I mean, I think one of the things that we internally once again is a significant initiative that Gail was speaking to related to kind of our trend towards thinking about how do we sell multiple products with taxing [ph] , pricing, bundling, all those things coming together. And as part of the initiative, one of the things that we are seeking and doing is what are the right metrics to help track that both internally and then also for Wall Street. I think that's a conversation that we'll be able to have a little more clarity in a quarter or 2 quarters or so. Right now, I think the key metrics are looking at the number products per customer which is around 1.78 or so, products per customer at the end of June. It's the ARPU growth. We have noted in the past what percentage of the ARPU growth is coming from cross-sell versus lift [ph] size growth and that number has been historically 50-50 but it's been skewing a little more towards cross-sell. So we are seeing those gains there as well.

Brian J. Schwartz - Oppenheimer & Co. Inc., Research Division

I just had one more for you. We see that the cash tax.

[Audio Gap]

of the EPS here at least on the pro forma side. I was wondering what's driving the change in assumption there?

Harpreet S. Grewal

Yes. It's really the -- from an absolute dollar basis, the cash tax is staying the same. It's about -- we have said it was going be about $100,000 a quarter and it was actually $100,000 a quarter. What's happening is our pretax income has come down as we reduced our guidance for pretax income. The effective tax rate is just going up.

Brian J. Schwartz - Oppenheimer & Co. Inc., Research Division

Last question, really for Gail, and this is again probably more philosophical for you. But the company has been very acquisitive here and really transformative over the last year, 1.5 years. Do you ever get to a point here where maybe, you want to slow down the kind of the M&A stage here and start to harvest some of these investments that you brought into the business here over the next 6 to 12 months?

Gail F. Goodman

Yes. We definitely recognize that we have taken on a huge amount. I think in the first half, we did 3 acquisitions, 2 product launches and a country launch and that it is time to bring those things together and make sure that we are delivering really, a coherent message to our customers and prospects and that we are delivering the combined value, not just the individual value that comes from all of that. So we agree that it's probably a time to absorb and integrate for a little while. That said, we just keep seeing some really nice opportunities out in the marketplace. So our eyes are always open and we need to keep them open because we really have also shown the market that if you're trying to reach the small business market and you're finding that it's harder than it looks, which it is, we are the right place to shop your company to. So we'll keep our doors open but I do think we'll probably slow down for a little while.

Operator

The next question is from Michael Nemeroff of Credit Suisse.

Michael Anderson - Crédit Suisse AG, Research Division

This is Mike Anderson for Michael. Just a couple of quick questions with respect to Social Campaigns and Daily Deals. Gail, I think you were talking about -- you're seeing a couple points of attrition for the potential customers of Social Campaigns, one in the trial period and one in the pay gate and we were just trying to -- I just wanted to get some color in understanding of I think last quarter, you mentioned there was 35,000 sign-ups for Social Campaigns and of this 2000 that are paying now, what percentage of that initial 35,000 converted into the 2000 today and how much of it is from the newer 25,000 adds from the most recent quarter?

Harpreet S. Grewal

Yes. I think without giving specific numbers, of the over 2000 paying customers, a large part of -- majority of them had become users through March and I'd say, through April. One understanding that we have a free trial period and so a lot of those were free users who came in and May and June are still on their free tier, less than 100 and many of them, if they're above 100, didn't hit their pay gate as of June.

Michael Anderson - Crédit Suisse AG, Research Division

And as that went on through the quarter, did you see the conversion rates starting to accelerate at all? Or was it pretty consistent in terms of attrition to the quarter?

Gail F. Goodman

Yes. So I would just call those drop-offs pre-attrition because attrition, you have to become paid before you attrit, just in terms of the words that we use. So they're more a funnel drop-off. We are continually iterating the product and every iteration is getting better.

Michael Anderson - Crédit Suisse AG, Research Division

Okay. And just one last question. Could you just provide any color on how SaveLocal is going so far?

Gail F. Goodman

Yes. SaveLocal is going swimmingly. We launched fast with a real intention of focusing on merchant value metrics, right? So merchant success and while we're not sharing a lot of specific merchant count and revenue metrics, literally since launch, we have doubled the number of deals sold -- coupons sold per deal and we've doubled the revenue per deal and we've doubled the sharing per deal. So what we are seeing is that SaveLocal delivers the value proposition and merchants are still getting over 20% of their deals sold to entirely new customers. So really wanted to make sure that this wasn't just discounting to your installed base. We were actually going to drive new business. And so all of our merchant value prop is playing through.

Operator

The next question is from Laura Lederman of William Blair.

Unknown Analyst

This is Matt in for Laura. Could you talk a little bit about the U.K. business and has this added anything to customer additions in the quarter?

Harpreet S. Grewal

Yes. I think the U.K. business once again, we've said historically, is outside of the U.S. and Canada it's our largest source of customers. We have not -- we're not seeing the significant incremental gains so I'd say in terms of our performance and in Q2 and also looking at Q3 and Q4, I wouldn't look at that as the basis of the strong incremental gains. But what we do have is we have a presence there. We're learning, we're working with developing our strategy and very confident that if we continue to iterate, we're going to be able to bring out gains that not only apply to the U.K. but other international markets.

Unknown Analyst

So would you see it as adding customers more in '13?

Harpreet S. Grewal

At this point, I think that's fair.

Unknown Analyst

Okay. And then when you look at the customer additions, acceleration in the back half of the year, besides email, what product do you think will drive this the most?

Harpreet S. Grewal

I think we've talked a little bit about SinglePlatform just based on the sort of momentum that they have. So I think SinglePlatform but once again, we look at it as a portfolio. I mean, Social Campaigns has over 2000 paying customers. We are focused and we think it'll continue delivering over the course of the second half. SaveLocal, still early. But as a portfolio, I think it's going to play out nicely.

Operator

The next question is from Brett Fodero of Lazard Capital Market.

Brett Fodero - Lazard Capital Markets LLC, Research Division

A quick question in terms of the organic revenue growth that you guys called out in terms of 2013. Do you think the acceleration is going to come on an organic basis or does that include SinglePlatform?

Harpreet S. Grewal

So in terms of the guidance we provided back in June, so just kind of resetting, we started the year with guidance of $250 million and the April time frame we increased right up [ph] to $252 million so obviously, that's organic. In June with the SinglePlatform acquisition, we added $1 million to that so that's $253 million and now we're suggesting that SinglePlatform we're still expecting about $1 million, so it really is an element some of the other pieces coming together.

Brett Fodero - Lazard Capital Markets LLC, Research Division

And then as we look into 2013, you're expecting there will be acceleration in revenue growth. Is that on an organic basis or does that include SinglePlatform?

Harpreet S. Grewal

It think it's fair to say that's kind of on the total portfolio, which includes SinglePlatform.

Brett Fodero - Lazard Capital Markets LLC, Research Division

Okay. And then moving on quickly, you guys didn't talk about very much by the mobile initiatives that you guys have going on. Can you shed a little color on that please?

Gail F. Goodman

Sure. I will hop in there. We are looking at mobile across really, all of our products. SinglePlatform has a very significant mobile play, both in terms of publishers whose predominant use case is on mobile such as foursquare, but also the ability to help a small business actually have their Digital Storefront be their mobile website. We have mobile apps for all of our products and the CardStar team has been working on mobile loyalty applications. That's really still in the very, very early stages of development. So look for more on that as we get a more definitive product roadmap and timeline.

Operator

The next question is from Richard Baldry of Wunderlich Securities.

Richard K. Baldry - Wunderlich Securities Inc., Research Division

During the changing metrics on the deal side with the number of -- or the average deals that you've closed with the local doubling, do you look kind of that at some point, you'll reach a threshold where the economics pass muster to build the direct sales force there as well? Do you think you're close to those kind of economics on some of those deals today? And does that argue that maybe in addition to the direct sales force you're building around SinglePlatform, that there might be another one that would be built around the deal product as well?

Gail F. Goodman

Yes. I don't know that we've thought much about that. We are really very successfully, again, building, generating inbound interest in SaveLocal and then putting a coach on the phone with that SaveLocal person. That person, that coach really is a direct sales person. We're just feeding them a warm lead instead of having them cold call outwardly, which we think is a much more productive sales model. I would think that the only time we would think about changing that model is if we were unable to continue to generate significant inbound leads, and we're pretty darn good at that. So we're probably staying with our generate a lead through marketing and local education, convert that lead with the marketing coach, direct sales person.

Richard K. Baldry - Wunderlich Securities Inc., Research Division

And if we look back at the third quarter guidance sort of at the mid-range and then what this implies for fourth quarter, do you think your full year guide could be either sequentially up about -- somewhere between $3 million or $4 million in the fourth quarter. In the past, $3 million has been about the peak level you've seen. $4 million would be a pretty sharp break out. Can you talk a little bit about what the difference between the low end to the high end of the fourth quarter would be? Is it really all about the success of SinglePlatform or is it really across the spectrum?

Harpreet S. Grewal

I think it's across the spectrum. I think one of the things that we're certainly discovering is we do have a portfolio of products and opportunities, all at different stages in their life cycle and we have different expectations for them. So for the ones that are earlier in the life cycle, the expectations are more generous in terms of broad. So I think what we look at from our portfolio, we can see numerous ways that we feel comfortable getting to the high end of that. It can be on the basis of email continuing to perform better than the high end of our expectation, it might be SaveLocal, the SinglePlatform but I think it's the portfolio, feeling good about basic trends we're seeing at this point.

Gail F. Goodman

I guess I'd throw on the top of that, we expect teams to be back on TV in the back half of the year. So as we run those ads and they will be increasingly more multi-product in nature, we think that will actually drive some of the acceleration as well.

Operator

Ladies and gentlemen, that is all the time we have for Q&A. Now let me turn it back to management for closing remarks.

Gail F. Goodman

Thank you. The second half of 2012 should be an exciting time at Constant Contact as we continue to scale our new products. We expect to see year-over-year customer growth in the second half, setting the stage for the acceleration of revenue in 2013. We are uniquely situated to deliver small business success and remain focused on delivering on behalf of all of our key constituents, customers, shareholders, employees and partners. Thank you.

Operator

Ladies and gentlemen, this concludes today's conference. You may now disconnect. Good day.

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