0
The New Essentials of Email Marketing
How to Leverage Digital Marketing Technology and Media
     for Long-Term One-to-One...
Marketing 2008
 Channel Proliferation.
 Media Fragmentation.
  Diluted Messages.
 Detached Customers.
Addressable Voice
                                                     Mobile Email          Mobile Email
                ...
The average customer is exposed to
   1600 ad messages each day.




© 2007 ExactTarget, All Rights Reserved
Is anybody
                                          listening to
                                              me?



© 2...
Consumers are Pushing Back


    56%
                                                       consider messages from known
 ...
Marketers Must
Stop Selling and
 Start Serving.
Serve the                                …and they
subscriber’s                              will serve
  needs           ...
Welcome to the
  New Era of
Email Marketing
Integration.
Automation.
Optimization.
SMS
                     SOCIAL
                     MOBILE
WHATEVER YOUR      ONLINE VIDEO
    UNIQUE MIX
               ...
CRM
               SMS
              PHONE
            MOBILE EMAIL
            ONLINE VIDEO
            PAID SEARCH
     ...
The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.




  © 2007 ExactTarget, All Rights Rese...
WEBSITE


                                          YOUR DIGITAL FOUNDATION


© 2007 ExactTarget, All Rights Reserved
Websites have become the “Hub” of Marketing
                                                      Word of Mouth
          ...
Engagement Begins with Website Visit
                                            The Customer Life Cycle

   Website
   In...
Many Visit. But Do They Convert?
                                            Print Ad




             Website
           ...
© 2007 ExactTarget, All Rights Reserved
HP Sells the Value of
                                          Email Registration!




© 2007 ExactTarget, All Rights Res...
HP invites subscribers
                                          to identify preferences
                                 ...
HP explains why
                                          these questions are
                                          be...
HP Technology at Work

 Newsletter content is
dynamically personalized
based on customer-defined
interests and preference...
The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
2. Use Search to Attract Potential Email ...
SEARCH
                                                  WEBSITE


                                          YOUR DIGITAL ...
Search is Vital
                                                               The Customer Life Cycle
                   ...
© 2007 ExactTarget, All Rights Reserved
The ICVA Website is
Optimized for Search

Potential visitor searches on
“Indianapolis.”




  © 2007 ExactTarget, All Righ...
Multiple Calls to
                                          Sign up on
                                          Every Pag...
ICVA Sells Visitors on Benefits of Email
Subscription




  © 2007 ExactTarget, All Rights Reserved
ICVA Captures Subscriber Interests
 Email subscribers are invited to
  identify their travel interests and
  preferences....
The New Essentials of Email Marketing
1. Design Your Website to Engage Visitors.
2. Use Search to Attract Potential Email ...
EMAIL




                                                   EMAIL
                                                  SEARC...
“Selling now takes more time and
resources then ever before. The
sales cycle has become 22%
longer as buyers are taking lo...
Retention
 is the New
Acquisition
Email is
the “Linchpin” of
   Retention.
Email Aids the Decision-Making Process
                                          The Customer Life Cycle

 Interest       ...
Email is #1 for ROI

 “Commercial email ROI
will hit $45.65 for every
dollar spent in 2008.”
 “Email produces the
highes...
Case Study:
EMC
My EMC Insight, was
awarded the DMA’s
Database Excellence Award
in 2007




 © 2007 ExactTarget, All Right...
My EMC Insight
Purpose:
To cultivate global prospects by:
• Providing content, tailored to
  their country and their speci...
My EMC Insight
Subscription Center
 EMC invites email subscribers
  to identify their geo location
  and topics of intere...
My EMC Insight
How does it all work together?
                                            My EMC Insight
                 ...
My EMC Insight
Segmentation for Email Marketing
                                            Market
                 Prospe...
My EMC Insight
How Content is Personalized
           3 Buying Process Stages                                      9 Solut...
My EMC Insight
1. TOC (Dynamic Content )                2.   1.
   − Changes by country, user –
      defined interests, a...
My EMC Insight Drives Engagement!
                                                                 Consistent Growth in
  ...
The New Essentials of Email Marketing
1.    Design Your Website to Engage.
2.    Use Search to Attract Potential Email Sub...
Analytics




                                            EMAIL
                                            SEARCH
       ...
Behavioral Targeting Optimizes Relevance
     Visitor arrives at your website                             ExactTarget send...
Cable Shopping Network Gets It!
The Challenge
  − Maximize revenue and improve overall customer lifetime
    value
  − Cap...
Johnston & Murphy Gets It!
The Challenge
  − Acquire new customers
  − Accelerate re-purchase and cross-sell
The Solution
...
Behavior Targeting in Email
“Targeted email campaigns – personalized
to subscriber needs – drive 9 times more
revenue and ...
The New Essentials of Email Marketing
1.    Design Your Website to Engage Visitors.
2.    Use Search to Attract Potential ...
CRM




                                           EMAIL
                                          WEBSITE
               ...
Customer Data – and the
ability to Leverage it – is
  a Huge Competitive
        Advantage



© 2007 ExactTarget, All Righ...
“More than
report that they have little or no
                                           50%        of CMOs

             ...
Closed-Loop CRM Model
                    Salesforce.com                                                    ExactTarget   ...
Closed-Loop CRM Works!
Enterprises with best-in-class closed-loop
marketing achieved:
• 36% average increase in year-over-...
Send Email on Behalf of the Account “Owner”




  © 2007 ExactTarget, All Rights Reserved
Thomson
                                                   CompuMark sends
                                               ...
The Bottom Line? CRM is HOT!

 “CRM is reemerging as a basic business
 enabler for revenue acceleration and
 retention man...
Resources to
Help You Improve
   Your Game
© 2007 ExactTarget, All Rights Reserved
ExactTarget Field Guides.
Must-Have Resources for eMarketers!




Email Marketing                            SMS   Trigger...
New White Paper
Integrating Email,
CRM, and Web
Analytics
How to Build a One-to-One
Marketing Machine that
Strengthens Rel...
A Philosophy To Drive
                                   Long-Term 1-to-1 Success
                                www.subs...
Thanks!
                                                               Joel Book
                                         ...
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Interactive Integration & Email Marketing - Presented by Joel Book for IS08

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Presentation by Joel Book of ExactTarget for Interactive Strategies 2008 on Email Marketing and Integration with Interactive Channels

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  1. 1. 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
  2. 2. Marketing 2008 Channel Proliferation. Media Fragmentation. Diluted Messages. Detached Customers.
  3. 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. 4. The average customer is exposed to 1600 ad messages each day. © 2007 ExactTarget, All Rights Reserved
  5. 5. Is anybody listening to me? © 2007 ExactTarget, All Rights Reserved
  6. 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
  7. 7. Marketers Must Stop Selling and Start Serving.
  8. 8. Serve the …and they subscriber’s will serve needs yours © 2007 ExactTarget, All Rights Reserved
  9. 9. Welcome to the New Era of Email Marketing
  10. 10. Integration. Automation. Optimization.
  11. 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. 12. CRM SMS PHONE MOBILE EMAIL ONLINE VIDEO PAID SEARCH BLOG EMAIL SEARCH WEBSITE Analytics Multi-Channel Interaction
  13. 13. The New Essentials of Email Marketing 1. Design Your Website to Engage Visitors. © 2007 ExactTarget, All Rights Reserved
  14. 14. WEBSITE YOUR DIGITAL FOUNDATION © 2007 ExactTarget, All Rights Reserved
  15. 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. 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. 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
  18. 18. © 2007 ExactTarget, All Rights Reserved
  19. 19. HP Sells the Value of Email Registration! © 2007 ExactTarget, All Rights Reserved
  20. 20. HP invites subscribers to identify preferences for newsletter content © 2007 ExactTarget, All Rights Reserved
  21. 21. HP explains why these questions are being asked. © 2007 ExactTarget, All Rights Reserved
  22. 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. 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. 24. SEARCH WEBSITE YOUR DIGITAL FOUNDATION © 2007 ExactTarget, All Rights Reserved
  25. 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
  26. 26. © 2007 ExactTarget, All Rights Reserved
  27. 27. The ICVA Website is Optimized for Search Potential visitor searches on “Indianapolis.” © 2007 ExactTarget, All Rights Reserved
  28. 28. Multiple Calls to Sign up on Every Page of Website. © 2007 ExactTarget, All Rights Reserved
  29. 29. ICVA Sells Visitors on Benefits of Email Subscription © 2007 ExactTarget, All Rights Reserved
  30. 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. 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. 32. EMAIL EMAIL SEARCH WEBSITE YOUR DIGITAL FOUNDATION © 2007 ExactTarget, All Rights Reserved
  33. 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
  34. 34. Retention is the New Acquisition
  35. 35. Email is the “Linchpin” of Retention.
  36. 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. 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. 38. Case Study: EMC My EMC Insight, was awarded the DMA’s Database Excellence Award in 2007 © 2007 ExactTarget, All Rights Reserved
  39. 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. 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. 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. 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. 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. 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. 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. 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. 47. Analytics EMAIL SEARCH WEBSITE © 2007 ExactTarget, All Rights Reserved
  48. 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. 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. 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. 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. 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. 53. CRM EMAIL WEBSITE SEARCH © 2007 ExactTarget, All Rights Reserved
  54. 54. Customer Data – and the ability to Leverage it – is a Huge Competitive Advantage © 2007 ExactTarget, All Rights Reserved
  55. 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. 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. 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. 58. Send Email on Behalf of the Account “Owner” © 2007 ExactTarget, All Rights Reserved
  59. 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. 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
  61. 61. Resources to Help You Improve Your Game © 2007 ExactTarget, All Rights Reserved
  62. 62. ExactTarget Field Guides. Must-Have Resources for eMarketers! Email Marketing SMS Triggered Email © 2007 ExactTarget, All Rights Reserved
  63. 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. 64. A Philosophy To Drive Long-Term 1-to-1 Success www.subscribersrule.com © 2007 ExactTarget, All Rights Reserved
  65. 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
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