More Related Content Similar to 102208 Is08 Presentation By Joel Book V2 (20) 102208 Is08 Presentation By Joel Book V21. The New Essentials of Email Marketing
How to Leverage Digital Marketing Technology and Media
for Long-Term One-to-One Marketing Success
Joel Book
Director, eMarketing Education
ExactTarget, Inc.
Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved.
No portion of this presentation may be recreated, reprinted, distributed, published or
represented without the written permission of ExactTarget.
© 2007 ExactTarget, All Rights Reserved
3. Addressable Voice
Mobile Email Mobile Email
SMS SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2008
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media & Ads
Virtual Worlds
Widgets
Twitter
4. The average customer is exposed to
1600 ad messages each day.
© 2007 ExactTarget, All Rights Reserved
5. Is anybody
listening to
me?
© 2007 ExactTarget, All Rights Reserved
6. Consumers are Pushing Back
56%
consider messages from known
senders to be spam if they
aren’t “interesting”
50%
consider messages from known
senders that are sent too
frequently to be spam
48%
are using “report spam” buttons
for reasons other than to report
unsolicited email
*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive
© 2007 ExactTarget, All Rights Reserved
8. Serve the …and they
subscriber’s will serve
needs yours
© 2007 ExactTarget, All Rights Reserved
11. SMS
SOCIAL
MOBILE
WHATEVER YOUR ONLINE VIDEO
UNIQUE MIX
PAID SEARCH
UP HERE…
BLOG
EMAIL THESE TACTICS
SEARCH
MUST BE YOUR
FOUNDATION
WEBSITE
THESE THREE FOUNDATIONAL
WHY?
TACTICS PRODUCE THE HIGHEST
LONG-TERM ROI AND HELP EVERY
OTHER TACTIC PERFORM BETTER
12. CRM
SMS
PHONE
MOBILE EMAIL
ONLINE VIDEO
PAID SEARCH
BLOG
EMAIL
SEARCH
WEBSITE
Analytics Multi-Channel
Interaction
13. The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
© 2007 ExactTarget, All Rights Reserved
14. WEBSITE
YOUR DIGITAL FOUNDATION
© 2007 ExactTarget, All Rights Reserved
15. Websites have become the “Hub” of Marketing
Word of Mouth
Search Engine Sponsored
Marketing Events
Webinars Direct Mail
Public The Web Trade
Relations
Shows
Online
Print
Advertisements
Advertising
Corporate
Broadcast
Blogs
Social Advertising
Networks
© 2007 ExactTarget, All Rights Reserved
16. Engagement Begins with Website Visit
The Customer Life Cycle
Website
Interest Evaluation Purchase Usage Re-Purchase Loyalty
Visit
“92% of business buyers go online to research
“51% consumers are researching on the
Internet, and suppliers.”
productsthen completing their purchases
offline.”
Source: Forrester Research (July, 2007)
Source: Jupiter Research (July, 2007)
© 2007 ExactTarget, All Rights Reserved
17. Many Visit. But Do They Convert?
Print Ad
Website
Visitors
98% of website visitors do not convert.
Source: WebTrends
© 2007 ExactTarget, All Rights Reserved
19. HP Sells the Value of
Email Registration!
© 2007 ExactTarget, All Rights Reserved
20. HP invites subscribers
to identify preferences
for newsletter content
© 2007 ExactTarget, All Rights Reserved
21. HP explains why
these questions are
being asked.
© 2007 ExactTarget, All Rights Reserved
22. HP Technology at Work
Newsletter content is
dynamically personalized
based on customer-defined
interests and preferences.
Special offers, event
invitations and alerts are
based on HP products used
and subscriber-defined
product interests.
© 2007 ExactTarget, All Rights Reserved
23. The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
2. Use Search to Attract Potential Email Subscribers.
© 2007 ExactTarget, All Rights Reserved
24. SEARCH
WEBSITE
YOUR DIGITAL FOUNDATION
© 2007 ExactTarget, All Rights Reserved
25. Search is Vital
The Customer Life Cycle
Interest Evaluation Purchase Usage Re-Purchase Loyalty
Acquisition Tactics
Search (Paid and Organic) 87% of commercial
Online Advertising
Lead website traffic comes
Print Advertising
Generation
Marketing Events
from organic search.
Source: Forrester Research
Social Networks
© 2007 ExactTarget, All Rights Reserved
27. The ICVA Website is
Optimized for Search
Potential visitor searches on
“Indianapolis.”
© 2007 ExactTarget, All Rights Reserved
28. Multiple Calls to
Sign up on
Every Page of
Website.
© 2007 ExactTarget, All Rights Reserved
29. ICVA Sells Visitors on Benefits of Email
Subscription
© 2007 ExactTarget, All Rights Reserved
30. ICVA Captures Subscriber Interests
Email subscribers are invited to
identify their travel interests and
preferences.
Data is transferred to the ICVA
Subscriber Profile Management
Center in ExactTarget
Customer attributes are used to
personalize email content
“83% of consumers want more
control of what email content
they receive.”
Source: MarketingSherpa, 2007
© 2007 ExactTarget, All Rights Reserved
31. The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
2. Use Search to Attract Potential Email Subscribers.
3. Use Email to Aid the Decision-Making Process.
© 2007 ExactTarget, All Rights Reserved
32. EMAIL
EMAIL
SEARCH
WEBSITE
YOUR DIGITAL FOUNDATION
© 2007 ExactTarget, All Rights Reserved
33. “Selling now takes more time and
resources then ever before. The
sales cycle has become 22%
longer as buyers are taking longer
SEARCH
EMAIL
to consider their decisions.”
WEBSITE
Source: Sirius Decisions
© 2007 ExactTarget, All Rights Reserved
36. Email Aids the Decision-Making Process
The Customer Life Cycle
Interest Evaluation Purchase Usage Re-Purchase Loyalty
“Thoseawho buyhas been attracted to your web
“Once person products marketed through
email spend 138% more than non-readers of
site, email can move the prospect through the
email.”
consideration and evaluation stages . . . all the
Source: Forrester Research “E-Mail Marketing Comes of Age.”
way to purchase.”
Source: Forrester Research
© 2007 ExactTarget, All Rights Reserved
37. Email is #1 for ROI
“Commercial email ROI
will hit $45.65 for every
dollar spent in 2008.”
“Email produces the
highest response rate of
direct marketing methods
studied.quot;
Source: The Direct Marketing Association
As reported in eMarketer Daily, October 30, 2007
© 2007 ExactTarget, All Rights Reserved
38. Case Study:
EMC
My EMC Insight, was
awarded the DMA’s
Database Excellence Award
in 2007
© 2007 ExactTarget, All Rights Reserved
39. My EMC Insight
Purpose:
To cultivate global prospects by:
• Providing content, tailored to
their country and their specific
selected interests.
• Keeping them actively engaged
as they move from awareness
through consideration to a
purchase decision.
© 2007 ExactTarget, All Rights Reserved
40. My EMC Insight
Subscription Center
EMC invites email subscribers
to identify their geo location
and topics of interest.
Data is transferred to the EMC
Global Marketing Database
Subscriber-supplied data is
used to dynamically
personalize email content
“83% of consumers want
more control of what email
content they receive.”
Source: MarketingSherpa, 2007
© 2007 ExactTarget, All Rights Reserved
41. My EMC Insight
How does it all work together?
My EMC Insight
Market
Subscription
Center
First
Contacts, Activities, Source Codes
and Email Subscriptions are
synchronized
External Data
Loads Prospects
Telemarketing, Data Entry, List Extract and
Sales and other External We Enterprise Reporting
Files Loaded Daily
Lead Delivery to Sales
CRM
System
© 2007 ExactTarget, All Rights Reserved
42. My EMC Insight
Segmentation for Email Marketing
Market
Prospects Selection
First
of Email
Recipients
Interest Previous Country
Indicators Content Viewed Segments
Output File
For Email Send My EMC Insight
© 2007 ExactTarget, All Rights Reserved
43. My EMC Insight
How Content is Personalized
3 Buying Process Stages 9 Solutions of Interest
Early: prospect researching a solution • BURA
• High level overviews • Information Security
• Analyst whitepapers
• Business Continuity
Middle: prospect evaluating vendors • Content Management
• Customer case studies • Oracle
• In-depth technical notes
• Microsoft
Late: prospect ready to buy product or • SAP
a solution • Storage
• Product spec sheets
• Technical whitepapers • Virtualization
Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.
A second Multiplier is X Each Country
© 2007 ExactTarget, All Rights Reserved
44. My EMC Insight
1. TOC (Dynamic Content ) 2. 1.
− Changes by country, user –
defined interests, and buying
stage
2. Feature Article (Static Content)
− Features events, products, and
content that the whole 3.
subscriber base receives
3. Other Articles (Dynamic Content)
− Changes by country, user
interest and intensity of interest
− Creative expands to allow up to
9 dynamic offers
© 2007 ExactTarget, All Rights Reserved
45. My EMC Insight Drives Engagement!
Consistent Growth in
Email Subscriptions
16000000 and Prospect Contacts
14000000 Exponential Growth in
12000000 Prospect Engagement!
10000000
Contacts
8000000
Subscriptions
6000000 Outbound Activities
4000000
2000000
0
2006 2007 2008 2009
© 2007 ExactTarget, All Rights Reserved
46. The New Essentials of Email Marketing
1. Design Your Website to Engage.
2. Use Search to Attract Potential Email Subscribers.
3. Use Email to Aid the Decision-Making Process.
4. Use Analytics to Optimize Email Relevance, Timing.
© 2007 ExactTarget, All Rights Reserved
47. Analytics
EMAIL
SEARCH
WEBSITE
© 2007 ExactTarget, All Rights Reserved
48. Behavioral Targeting Optimizes Relevance
Visitor arrives at your website ExactTarget sends email with
content tailored to visitor profile
Call goes out to Optimal
Visitor Profile Content
content decision
Repository Library sent to ExactTarget
Repeat visitor
retrieve profile
create profile
First-time visitor
Visitor Profile Automated Self-learning
Repository Predictive Modeling Engine
© 2007 ExactTarget, All Rights Reserved
49. Cable Shopping Network Gets It!
The Challenge
− Maximize revenue and improve overall customer lifetime
value
− Capture potential lost sales by automating manual re-
marketing activities
The Solution
− Re-marketing program targets customers who purchase
specific products or abandon the shopping cart
− Highly targeted offers sent to customers drive adoption
of continuity programs
The Results
− Increased overall site conversion rate by 1% (50%
improvement!)
− 100% increase in site traffic
− $1MM revenue increase in 2008!
© 2007 ExactTarget, All Rights Reserved
50. Johnston & Murphy Gets It!
The Challenge
− Acquire new customers
− Accelerate re-purchase and cross-sell
The Solution
− Invite opt-in through website and stores
− Automated email campaign triggered by
“life-cycle events” (i.e. opt-in, first
purchase)
− Personalized offers based on interest or
purchase behavior
The Results
− New Customers: Up 29% in last 24 months
− Email Open Rate: Up 18%
− Email Response Rate: Up 44%
− Sales Generated from Email: Up 33%
© 2007 ExactTarget, All Rights Reserved
51. Behavior Targeting in Email
“Targeted email campaigns – personalized
to subscriber needs – drive 9 times more
revenue and deliver 18 times more net
profit than broadcast e-mailings.”
Source: David Daniels, Research Director – Jupiter Research
Email Blast
© 2007 ExactTarget, All Rights Reserved
52. The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
2. Use Search to Attract Potential Email Subscribers.
3. Use Email to Aid the Decision-Making Process.
4. Use Analytics to Optimize Email Relevance, Timing.
5. Integrate Email and CRM.
© 2007 ExactTarget, All Rights Reserved
53. CRM
EMAIL
WEBSITE
SEARCH
© 2007 ExactTarget, All Rights Reserved
54. Customer Data – and the
ability to Leverage it – is
a Huge Competitive
Advantage
© 2007 ExactTarget, All Rights Reserved
55. “More than
report that they have little or no
50% of CMOs
SEARCH
customer demographic, behavioral,
EMAIL
WEBSITE
psychographic or transactional data.”
SOURCE: “Business Gain From How You Retain,” CMO Council
© 2007 ExactTarget, All Rights Reserved
56. Closed-Loop CRM Model
Salesforce.com ExactTarget Omniture
Database Segmentation and Email Marketing Program Customer / Prospect
Management List Creation Creation and Execution Interaction
Landing Page / Microsite
Customers with Offline
Segment A
Identify
Account/Contact Specific Needs
Customization / Personalization
Information • Offer/ Message
Prospects with • Timing
HH or Business Specific Needs • Response Plan
Demographics
Email Creation
Needs Segment B
and Interests Offer
Select
• Offer/ Message
• Timing
Purchase • Response Plan Online
Transactions Information
Nurturing / Selling
Offline
Leads/ Segment C
Opportunities
Determine
Timing • Offer/ Message
Campaign • Timing
Response History • Response Plan
Trigger
Data Capture / Lead Qualification
© 2007 ExactTarget, All Rights Reserved
57. Closed-Loop CRM Works!
Enterprises with best-in-class closed-loop
marketing achieved:
• 36% average increase in year-over-year revenue
• 21% average lift in year-over-year conversion rates
• 26% average increase in year-over-year marketing ROI
© 2007 ExactTarget, All Rights Reserved
58. Send Email on Behalf of the Account “Owner”
© 2007 ExactTarget, All Rights Reserved
59. Thomson
CompuMark sends
information to
attorneys on
behalf of individual
account managers.
Each Email is Dynamically Personalized!
22 sales person versions
5 customized offers That’s 220 versions!
2 format choices
© 2007 ExactTarget, All Rights Reserved
60. The Bottom Line? CRM is HOT!
“CRM is reemerging as a basic business
enabler for revenue acceleration and
retention management . . . and email is
the core enabling technology.”
Source: Forrester Research, Inc.
The Top Marketing Technologies
© 2007 ExactTarget, All Rights Reserved
63. New White Paper
Integrating Email,
CRM, and Web
Analytics
How to Build a One-to-One
Marketing Machine that
Strengthens Relationships and
Boosts ROI
© 2007 ExactTarget, All Rights Reserved
64. A Philosophy To Drive
Long-Term 1-to-1 Success
www.subscribersrule.com
© 2007 ExactTarget, All Rights Reserved
65. Thanks!
Joel Book
Director, eMarketing Education
ExactTarget, Inc.
Email: jbook@exacttarget.com
Phone: 317.275.5444
Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved.
No portion of this presentation may be recreated, reprinted, distributed, published or represented
without the written permission of ExactTarget.
© 2007 ExactTarget, All Rights Reserved