In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.
In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:
• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
1. #CNX16
How Smart Brands Use Email toAcquire, Onboard
and Retain Customers
Joel Book
Sr. Director, Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Email: The Workhorse of 1:1 Marketing!
2. Presenters
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email Marketing Rules
@JoelBook @chadswhite
#CNX16
3. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any
of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or
service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer
contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any
possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and
motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-
salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial
results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for
the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not
be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
4. A Time of Seismic Change and Incredible
Opportunity
Marketing: 2016
#CNX16
5. By 2021,
Digital
Marketing will
account for
of the
marketing
budget.
38%
30%
25%
62%
70% 75%
2011 2016 2021
Digital marketing channels Traditional marketing channels
8. of US
consumers prefer
email for receiving
updates and
promotions from
brands.
Source: MarketingSherpa Consumer Purchase Preference Survey
(August 2015)
N=2,021
9. of marketers say
email marketing directly
generates ROI
Source: Salesforce - 2016 State of Marketing
10. Email is the Single Most Important Channel for
Staying Connected throughout the CX Life Cycle
EMAIL
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys
18. My Turf Tips text
messages let
customers know
the best time to
apply Scotts
products to get
the best results
19.
20. Source: Ascend2, "Lead Generation Strategy Trends
Survey Summary Report." July 2015
Email is Most Effective
for Lead Generation
48% of B2B
marketers say
email is most
effective for lead
generation.
21. Volvo Construction Equipment Uses
“Remarketing” Email to Generate Leads that
Help Dealers Sell Pre-Owned Equipment
Product Information Landing Page
Volvo tracks all leads
in CRM system and
enables buyer to
contact seller directly
22. Volvo Lead Management Workflow
Salesforce Marketing Cloud integration with
Microsoft Dynamics CRM enables Volvo sales
reps to track leads, manage opportunities
Lead report sent via
Salesforce Marketing Cloud to
Volvo sales rep
Personalized “Thank You” email
sent to customer
Data
Cleansing
Lead Scoring
Data Integration in CRM
24. Optimizing Lead Nurturing is a MUST!
Sources:
LinkedIn: “The New Formula for Connecting with B2B Buyers”
Business2Community.com Demand Gen Report: The 2014 B2B Buyer Behavior Survey”
25. Email is Most Effective
for Lead Nurturing 78% of B2B
marketers say
email is most
effective for lead
nurturing.
Source: Ascend2, "Lead Nurturing Trends Survey Summary Report."
December 2015
32. • Parent company: P. F. Chang’s
• 190 locations in U.S.
• Offers freshly prepared Asian
items influenced by the cuisines
of China, Japan, Korea,
Vietnam, and Thailand.
• Headquarters: Scottsdale, AZ
33. Pei Wei Asian Diner Uses
In-Store Signage to
Promote a Special Offer
Pei Wei invites restaurant guests to take
advantage of a buy-one, get-one free
promotion for its new Caramel Chicken
entree.
34. Pei Wei guests are
invited to text and
receive a buy-
one, get-one free
coupon each time
a new entrée is
introduced.
35. Bar-Coded Email
Coupons Drive
Consumers to Stores
Campaign Results:
• In two weeks, Pei Wei
generated 18,000 new
email subscribers!
• Produced coupon
redemption rates of 20%!
36. Welcome Email
Sent to all New
Email Subscribers
Pei Wei’s email
subscriber base now
exceeds 500,000
43. PS4 Welcome Series
Objective:
Get PS4 users excited, engaged and playing!
Sony is a client of DigitasLBi
Day 10Day 4Day 1 Day 14 Day 31Day 22 Day 26Day 18
44. PS4 Welcome Series
#1: Day 1 - Welcome Email
Subject Line:
Welcome to PS4. Welcome to the future of
gaming
Objective:
Get customers exploring at
www.playstation.com, drive linking of Sony
Rewards accounts and email engagement
Sony is a client of DigitasLBi
45. Subject Line:
Game on. See the latest PS4 gear
Objective:
Drive purchase of another DualShock 4
controller, PS4 remote control, wireless headset
and camera connection
#2: Day 4 – Peripherals Intro
PS4 Welcome Series
Sony is a client of DigitasLBi
46. PS4 Welcome Series
#3: Day 10 - Games
Subject Line:
Check out these PS4 must have titles
Objective:
Drive purchase of another game, Plus
subscriptions and linking of Sony Rewards
accounts
Sony is a client of DigitasLBi
47. PS4 Welcome Series
#4: Day 14 - PS Plus Intro
Subject Line:
PS4 and PlayStation Plus. The perfect gaming duo
Objective:
Drive Plus subscriptions and linking of Sony Rewards
accounts
Sony is a client of DigitasLBi
48. #5: Day 18 - PS Apps Intro
Subject line:
The best apps are on your PlayStation 4
Objective:
Redeem a code for a free movie for
US, and Drive downloads of new apps
(specifically those included in the
email) for CA
US Canada
PS4 Welcome Series
Sony is a client of DigitasLBi
49. PS4 Welcome Series
#6: Day 22 - Sony Rewards
Subject Line:
Get more with Sony Rewards
Objective:
Drive linking of Sony
Rewards accounts
Sony is a client of DigitasLBi
50. PS4 Welcome Series
#7: Day 26 – PlayStation Music via Spotify
Subject Line:
Take gameplay to the next level
Objective:
Drive connection of Spotify accounts
Sony is a client of DigitasLBi
51. PS4 Welcome Series
#8: Day 31- PS Protection Plan
Subject Line:
Unmatched protection for your PS4
Objective:
Drive protection plan sales
Sony is a client of DigitasLBi
64. Win-back campaign
sent to lapsed
customers
Personalized subject
line and preheader
text (with unique
discount code)
65. Not just about driving
another purchase
Stresses creating a
Favorites List &
educating their search
engine so it can “find
the perfect bag for
you”
66. Reengagement campaign
sent to inactive subscribers
Goals:
Get subscriber to click,
demonstrating that the
email address is still
active.
Reconfirm email opt-in
permission
68. Provides a variety of “tongue-
in-cheek” reasons that a
subscriber might have for not
responding.
Appeals to subscriber’s
individuality and sense of
humor
69. Any click will do the trick
Invites the subscriber to click
through to the brand website
and view latest Mini USA
models
71. Dreamfields Uses Email to Stay
Connected to Consumers and
Healthcare Professionals
Dreamfields is a client of
HyperDrive Interactive
In 10 years, Dreamfields has . . .
Grown its consumer email subscriber base to
more than 650,000
Grown its healthcare professionals email
subscriber base to more than 50,000
73. • Conducted 5 “Market Basket”
pasta recipe challenges
• 25 food bloggers submitted
recipes
• Drove over 34,000 pageviews
of the program’s webpage
• More than 20,000 votes cast
by Dreamfields customers
• Over 44,000 social media
engagements (clicks, likes,
shares, retweets, etc.)
• $6,000 donated to food banks
Pastapalooza™
V
74. Used email to:
• Promote The Email
Design Conference
• Drive ticket sales
• Generate tons of
“Earned Media”
through mentions and
shares in social
media
75. Two Objectives:
1. Kickoff sales for the
3-city conference
series
2. Drive awareness of
new #LitmusLive
hashtag
76. We accomplished this
by hiding 5 “Golden
Tickets” in the email,
along with lots of Willy
Wonka, Star Wars,
and Harry Potter
references
77. Used an external CSS
stylesheet to surface
hidden Golden
Tickets, which
subscribers needed to
screenshot and tweet
with the #LitmusLive
hashtag
78. Used dynamic images
to update the “Status
Board” within the
email over 2 days to
announce winners
and commencement
of the next hunt
79. Over the 2 days of the campaign…
Nearly sold out of all early bird tickets across all 3 venues
1,567 total tweets with the #LitmusLive hashtag
Only 3 people included our old #TEDC16 hashtag in their
tweets
133,306 total impressions on Twitter, plus 243 new followers
Plus, our subscribers had lots of fun!
82. Get these Great Email Resources!
Awareness
• Don’t Confuse Bad Processes with Bad Subscribers: 3 Pitfalls of Offline Opt-ins (ExactTarget)
• More Fields, Fewer Subscribers (Email Marketing Rules)
Evaluation
• The Complete Guide to Lead Nurturing (Pardot)
• Shopping Cart Abandonment Email Trends (Salesforce)
• Try a Cart Abandonment Email ‘Sandwich’ (Cloud.IQ)
Purchase
• What is Predictive Intelligence—and Why Should Every Marketer Care? (Salesforce)
• Four Keys To Improved Subscriber Journey With Progressive Profiling (MediaPost)
• The Long and Short of Progressive Profiling (Email Marketing Rules)
Usage
• How FC Barcelona Incorporates the Latest Email Trends to Drive Higher Engagement (ExactTarget)
• 6 Steps to Creating a Successful Welcome Email Experience (Litmus)
Repurchase
• Winback vs. Re-Engagement: What’s the Difference? (Salesforce)
• How to Manage the 3 Kinds of Inactive Email Subscribers (Litmus)
• 3 Emails to Send Now to Improve Your Holiday Campaign Results (Litmus)
Advocacy
• 7 Tips to Turn Existing Customers Into Your Small Biz’s Biggest Advocates (Salesforce)
• Uncovering the Metrics Behind an Award-Winning Email (Litmus)
• The Viral Email Report: Benchmarks, Tactics, and Topics of the Most Forwarded Emails [eBook] (Litmus)
83. How to get them!
To receive links to our recommended
Email Marketing Resources, just use
MobileConnect™ from Salesforce!
Here’s how . . .
To 38767, text the word “Resources”
#CNX16
84. More Great Resources!
2016 State of Marketing Report
Available from Salesforce
Email Marketing Rules (Second Edition)
By Chad White
Available at Amazon.com
85. Thanks!
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email Marketing Rules
@JoelBook @chadswhite
#CNX16
Notas del editor
Key Takeaway:We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.
Talk Track:
Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
Advertising is going through a major evolution at the moment. We see this reported in the media and other forums through issues like Ad Viewability, Declining Banner Click Rates, Privacy & Tracking, Death of the Cookie, AdTech ecosystem being broken and companies going out of business, Ad Blocking, Mobile and Apps being the dominant platform etc.These are all major issues and we see 3 trends in particular being important to recognize and address and symbolic of this evolution.
Life Cycle Marketing is not a buzzword! It’s a process for customer development and retention and MUST be automated.
48% of B2B marketers say Email is most effective for lead generation. (Source: Ascend2)
Each year, Volvo’s digital marketing strategy produces leads that enable dealers to sell $100 million in new and pre-owned machines
Each year, Volvo’s digital marketing strategy produces leads that enable dealers to sell $100 million in new and pre-owned machines
Advertising is going through a major evolution at the moment. We see this reported in the media and other forums through issues like Ad Viewability, Declining Banner Click Rates, Privacy & Tracking, Death of the Cookie, AdTech ecosystem being broken and companies going out of business, Ad Blocking, Mobile and Apps being the dominant platform etc.These are all major issues and we see 3 trends in particular being important to recognize and address and symbolic of this evolution.