M B F009 Patel 091907

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  • Hello everyone, Welcome to the List Building and Email Marketing Session. Today we a session filled a range of topics from Email Marketing Best Practices to maintaining your distribution lists. For the presentation, we have Scott Thomas (Director of Partnerships) from ExactTarget, Josh Feinberg (VP of Product Management), and Rasmus Mencke (Senior Product Manager) from salesforce.com.
  • M B F009 Patel 091907

    1. 1. Marketing I: Building the Funnel Ashish Patel, salesforce.com Scott Thomas, ExactTarget, Inc. Josh Feinberg, VerticalResponse Rasmus Mencke, salesforce.com List Building and Email Marketing
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. Agenda <ul><li>Email Marketing Best Practices </li></ul><ul><ul><li>Scott Thomas , Director of Partnerships, ExactTarget </li></ul></ul><ul><li>List Building & Performance Metrics </li></ul><ul><ul><li>Josh Feinberg , VP of Product Management, VerticalResponse </li></ul></ul><ul><li>Salesforce.com Email Marketing Demo </li></ul><ul><ul><li>Rasmus Mencke , Senior Product Manager, salesforce.com </li></ul></ul><ul><li>Q & A </li></ul>
    4. 4. Scott Thomas Director of Partnerships ExactTarget [email_address]
    5. 5. Email Marketing Best Practices <ul><li>The Basics of Email Creation – A Checklist </li></ul><ul><li>Examples of What Works in Email Design </li></ul><ul><ul><li>B2B Example </li></ul></ul><ul><ul><li>B2C Example </li></ul></ul><ul><li>Deliverability – What You Need to Know </li></ul><ul><ul><li>The Reality of the Situation </li></ul></ul><ul><ul><li>CAN-SPAM Act of 2003 </li></ul></ul><ul><ul><li>What to Avoid </li></ul></ul>
    6. 6. The Basics of Email Creation – A Checklist <ul><li>Designing the Email: </li></ul><ul><li>No Wider Than 600 Pixels Wide </li></ul><ul><li>Design so Important Content is in Upper Left Hand Corner </li></ul><ul><li>Remember Your Goal – Drive to a Website or Landing Page </li></ul><ul><ul><li>Use the All Important Phrase “Learn More” </li></ul></ul><ul><li>Subject Lines Matter </li></ul>
    7. 7. Tips for More Effective Subject Lines <ul><li>Get their attention! Compel the subscriber to open and read your email. Good: “A Special Offer Just for You” Better: “Receive $5,000 in Services from XYZ Company. ” </li></ul><ul><li>Use your company or brand name in subject lines. </li></ul><ul><li>Use shorter subjects lines (35-45 characters). They are more effective. </li></ul><ul><li>Check click-through statistics from email campaigns or keyword search results on your website before writing a subject line. Use the most popular keywords in your subject line. </li></ul><ul><li>Test multiple subject lines a day ahead and send the winner. </li></ul>
    8. 8. The Basics of Email Creation – A Checklist <ul><li>Designing the Email: </li></ul><ul><li>No Wider Than 600 Pixels Wide </li></ul><ul><li>Design so Important Content is in Upper Left Hand Corner </li></ul><ul><li>Remember Your Goal – Drive to a Website or Landing Page </li></ul><ul><ul><li>Use the All Important Phrase “Learn More” </li></ul></ul><ul><li>Subject Lines Matter </li></ul><ul><li>Don’t Use Images for Headlines, Links, or Call-to-Action </li></ul><ul><li>Design with the Preview Pane in Mind </li></ul>
    9. 9. Design with the Preview Pane in Mind <ul><li>Place key message at top of page in text! </li></ul><ul><li>Entice an open; Make the “call to action” or newsletter TOC visible in the preview pane </li></ul>Before Redesign After Redesign Expanded Version
    10. 10. The Basics of Email Creation – A Checklist <ul><li>Designing the Email: </li></ul><ul><li>No Wider Than 600 Pixels Wide </li></ul><ul><li>Design so Important Content is in Upper Left Hand Corner </li></ul><ul><li>Remember Your Goal – Drive to a Website or Landing Page </li></ul><ul><ul><li>Use the All Important Phrase “Learn More” </li></ul></ul><ul><li>Subject Lines Matter </li></ul><ul><li>Don’t Use Images for Headlines, Links, or Call-to-Action </li></ul><ul><li>Design with the Preview Pane in Mind </li></ul><ul><li>For the HTML Folks in the Room </li></ul><ul><li>Avoid Excessive CSS, Javascript, Flash/Quicktime/Windows Media, and Nested Tables </li></ul>
    11. 11. Email Marketing Best Practices <ul><li>The Basics of Email Creation – A Checklist </li></ul><ul><li>Examples of What Works in Email Design </li></ul><ul><ul><li>B2B Example </li></ul></ul><ul><ul><li>B2C Example </li></ul></ul><ul><li>Deliverability – What You Need to Know </li></ul><ul><ul><li>The Reality of the Situation </li></ul></ul><ul><ul><li>CAN-SPAM Act of 2003 </li></ul></ul><ul><ul><li>What to Avoid </li></ul></ul>
    12. 12. B2B Example - The eMarketer Daily <ul><li>Why this design works </li></ul><ul><li>Logo is in upper left </li></ul><ul><li>Text headline (not a graphic) is used for main message or offer. </li></ul><ul><li>Most important message appears in in upper left quadrant </li></ul><ul><li>Colors and graphics highlight calls to action </li></ul><ul><li>Borders, bullet points and numbers draw attention to key points </li></ul><ul><li>The type font and size are easy to read. </li></ul><ul><li>A separate text version is created for non-HTML email clients and PDAs </li></ul>
    13. 13. B2C Example - Home Depot Online <ul><li>Why this design works </li></ul><ul><li>Exclusivity communicated in the subject line </li></ul><ul><li>Limited time offer creates sense of urgency, compels action </li></ul><ul><li>Monetary benefit highlighted </li></ul><ul><li>Shows variety in product offerings </li></ul><ul><li>Provides multiple links with opportunities to convert </li></ul>
    14. 14. Email Marketing Best Practices <ul><li>The Basics of Email Creation – A Checklist </li></ul><ul><li>Examples of What Works in Email Design </li></ul><ul><ul><li>B2B Example </li></ul></ul><ul><ul><li>B2C Example </li></ul></ul><ul><li>Deliverability – What You Need to Know </li></ul><ul><ul><li>The Reality of the Situation </li></ul></ul><ul><ul><li>CAN-SPAM Act of 2003 </li></ul></ul><ul><ul><li>What to Avoid </li></ul></ul>
    15. 15. Email Deliverability Facts 20% 54% Percent of Legitimate Messages that Get Filtered Source: Pivotal Veracity Percent of U.S. Consumers that Use a Spam Filter Source: Forrester Research
    16. 16. How to Improve Deliverability <ul><li>Conduct a “pre-flight” check. Scan email content for words, phrases and images that are known to trigger a SPAM filter and block delivery. </li></ul><ul><li>Switch to a Private IP . If you send through a Public IP and another sender is blocked by an ISP, you will also be blocked. </li></ul><ul><li>Maintain the same “From” address . </li></ul><ul><li>Ask the subscriber to add you to his/her “Safe Sender” list . </li></ul><ul><li>Remove “bounced” email addresses from your mailing list. </li></ul><ul><ul><li>If an address has produced a soft bounce three times in a row during the course of 15 days or more, remove it temporarily and contact the subscriber to verify </li></ul></ul><ul><li>Conduct an Email Deliverability Audit – Pivotal Veracity, Habeas </li></ul>
    17. 17. CAN-SPAM Act of 2003 <ul><li>Primary Provisions </li></ul><ul><ul><li>Outlaws the use of false or misleading headers </li></ul></ul><ul><ul><li>Outlaws the use of deceptive subject lines </li></ul></ul><ul><ul><li>Clear opt-out mechanism within every commercial email </li></ul></ul><ul><ul><li>Requires the inclusion of a valid physical postal address within every commercial email </li></ul></ul>
    18. 18. Example of a SPAM Compliant email: 1 – Proper Header Information 2 – Clear and Precise Subject Line 3 – Clear Opt-out Mechanism 4 – Valid Physical Postal Address
    19. 19. “SPAMMY” Words and Phrases to Avoid <ul><li>Bargain </li></ul><ul><li>Cards Accepted </li></ul><ul><li>Click Here/Click Below </li></ul><ul><li>Free and FREE </li></ul><ul><li>Guarantee </li></ul><ul><li>Offer </li></ul><ul><li>Opportunity </li></ul><ul><li>Potential Earnings </li></ul><ul><li>Unsolicited </li></ul><ul><li>Unsubscribe </li></ul><ul><li>Price </li></ul><ul><li>Risk-free </li></ul><ul><li>Win </li></ul><ul><li>Increase Sales </li></ul><ul><li>Do it Today </li></ul><ul><li>Giving Away </li></ul><ul><li>No-obligation </li></ul><ul><li>Apply Online </li></ul><ul><li>Pre-approved </li></ul>
    20. 20. Stay Informed! <ul><li>EmailExperience.org - Email Experience Council (DMA) </li></ul><ul><li>MarketingSherpa.com </li></ul><ul><li>BtoBOnline.com </li></ul><ul><li>ClickZ.com </li></ul><ul><li>Mediapost.com - Email Insider </li></ul><ul><li>DMNews.com </li></ul><ul><li>eMarketer.com </li></ul><ul><li>Eyetools.com </li></ul><ul><li>PivotalVeracity.com </li></ul>
    21. 21. Josh Feinberg VP, Product Management VerticalResponse [email_address]
    22. 22. List Building & Performance Metrics <ul><li>Today’s Topics </li></ul><ul><ul><li>A Quality List & The City of Rome </li></ul></ul><ul><ul><li>The Straight Facts: Email & Reputation </li></ul></ul><ul><ul><li>List Building Best Practices </li></ul></ul><ul><ul><li>Marketing Strategies for List Growth </li></ul></ul><ul><ul><li>List Metrics: Going Beyond the “Open Rate” </li></ul></ul>
    23. 23. Like Rome, quality lists aren’t built in a day <ul><li>Cultivating high-performing lists is a full-time job </li></ul><ul><ul><li>Dedicate resources to manage list growth and maintenance </li></ul></ul><ul><li>Cross-functional cooperation is key </li></ul><ul><ul><li>Customer Support </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><li>Strategy needed for sustained list growth </li></ul><ul><ul><li>Can’t rely on a single advertising vehicle or marketing program </li></ul></ul><ul><ul><li>Diversify for maximum ROI </li></ul></ul>
    24. 24. Your List and Your Reputation <ul><li>The straight facts: </li></ul><ul><ul><li>Sending mass email is easy </li></ul></ul><ul><ul><li>Getting mass email delivered is hard </li></ul></ul><ul><ul><li>Sending mass email is cheap </li></ul></ul><ul><ul><li>Damage to your brand and reputation is expensive </li></ul></ul><ul><li>Short-term gain can lead to long-term pain </li></ul><ul><ul><li>If it seems to good to be true…it just might be </li></ul></ul><ul><ul><li>Being labeled a spammer or getting blacklisted is the “anti-ROI” </li></ul></ul><ul><ul><li>Don’t get burned by lax data management or compliance practices </li></ul></ul>
    25. 25. List Building “Best Practices” <ul><li>You’re on the right track if you are… </li></ul><ul><ul><li>Prominently placing sign-up forms on your website, landing pages and blogs </li></ul></ul><ul><ul><li>Giving people a compelling reason to sign-up </li></ul></ul><ul><ul><li>Being up front about privacy protection </li></ul></ul><ul><li>You’re on the wrong track if you are… </li></ul><ul><ul><li>Buying a list of bulk email addresses from an unknown source </li></ul></ul><ul><ul><li>Harvesting email addresses across the Internet </li></ul></ul><ul><ul><li>Selling/renting your customer database without prior notification and consent </li></ul></ul>
    26. 26. Marketing Strategies for List Growth <ul><li>Online methods: </li></ul><ul><ul><li>SEO & Google AdWords - Increase your chances of being found. Track new sign-ups back to specific sources or keywords. </li></ul></ul><ul><ul><li>Newsletter Sponsorships - Get your offer in front of people with interests that match your target audience. </li></ul></ul><ul><ul><li>Viral Marketing - Get people talking! “Forward to a Friend” in all your emails, Refer-a -Friend programs, affiliate programs and even a blog. </li></ul></ul>
    27. 27. Marketing Strategies for List Growth (cont.) <ul><li>Offline methods: </li></ul><ul><ul><li>Tradeshows - Scan badges and collect business cards </li></ul></ul><ul><ul><li>“ Traditional” Mediums - Direct mail, print and radio </li></ul></ul><ul><ul><li>Brick & Mortar Options - Kiosk in your retail location, e-newsletter subscription during checkout or the fishbowl technique. </li></ul></ul><ul><ul><li>Customer Support - Get an email address for customers and prospects contacting your call center. </li></ul></ul>
    28. 28. List Performance Metrics <ul><li>Understanding your “Open Rate” </li></ul><ul><ul><li>Defined : A tracking tool allowing marketers to see how many times their message was viewed. </li></ul></ul><ul><ul><li>Why it’s useful : Monitor campaign performance in real-time and run targeted follow-ups with engaged customers. </li></ul></ul><ul><ul><li>Why it’s misleading : Only applicable to HTML emails. False opens due to the Preview Pane. Images are blocked by many email programs. </li></ul></ul>
    29. 29. List Performance Metrics (cont.) <ul><li>Other Key Performance Indicators </li></ul><ul><ul><li>Clicks : Data for both HTML and Text emails. Shows a deliberate action was taken. </li></ul></ul><ul><ul><li>Website Analytics : Once they hit your site, where did they go and where did they drop off? </li></ul></ul><ul><ul><li>Sales & ROI Tracking : How many purchases or conversions did you receive? </li></ul></ul><ul><ul><li>Inbound Leads or Inquiries : Have your customer support reps log the source/medium that brought visitors to your site. </li></ul></ul>
    30. 30. Quick Summary <ul><ul><li>List building is a team effort that requires TLC </li></ul></ul><ul><ul><li>Follow best practices and don’t risk damage to your brand or reputation </li></ul></ul><ul><ul><li>Diversify your marketing efforts to keep the funnel full </li></ul></ul><ul><ul><li>Examine multiple campaign metrics for a complete analysis of your list performance </li></ul></ul>
    31. 31. Rasmus Mencke Senior Product Manager salesforce.com [email_address]
    32. 32. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    33. 33. Q & A

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