This presentation was delivered as part of a webinar for B2B marketers and Salesforce.com users. The presentation has 2 parts: the first covers common email marketing (mis)perceptions, an the second discusses a progressive approach to using Salesforce.com and services that integrate with it for email marketing and marketing automation.
Ensuring Technical Readiness For Copilot in Microsoft 365
Email Marketing with Salesforce.com
1. Email Marketing
in a
Salesforce.com Idan Carmeli
environment Marketing Automation Director
idan@service-wise.com
2. Today’s Agenda
• Revisiting Email Marketing
4 perceptions you should take a fresh look at
• The journey towards revenue-oriented, sales-
aligned email marketing:
– Email marketing in Salesforce
– Email marketing services that „play nice‟ with
Salesforce
– Fully integrated marketing automation suites
5. open rates are not
your most important metric.
clickthroughs and conversions are.
source:
6. triggered emails
have 96%
higher open
rates and 125%
higher click
rates than
“business as
usual” (BAU)
messages
Source: Epsilon and the DMA‟s
Email Experience Council
8. there‟s no single performance benchmark, but
here are some pointers
B2B email newsletters typically range from 5% to 15%
highly segmented and personalized email lists (B2B and B2C)
are often in the 10% to 20% CTR range
email messages with very strong content but sent
to unsegmented lists, like many news or trend-type
e-newsletters, are often in the 10%-15% range
source: Lyris
9. 3. CONSULTANTS TELL ME THAT
TIMING / SUBJECT LENGTH / NO. OF
LINKS MATTER / DON‟T MATTER
15. “in January-March 2012 (Q1-2012) …
worldwide spam fell 40% as against
that of 2011.” commtouch report
the good news
about spam: it‟s up
to you.
The bad news: never
make the spam gods
angry.
21. step 2:
email marketing tools that
‘play nice’ with Salesforce
iContact Pardot VerticalResponse Lyris ExactTarget
22. “…I can say without hesitation that there is NO
"best" email service provider out there. In fact, I
would say that they all suck...at one or many
things....you just need to find out what features of
the suckiness you can live with. ”
Source: Andrew Kordek,
Founder, TrendlineInteractive
on Quora
24. step 3:
a fully integrated
marketing automation suite
25. Increase Marketing Productivity & Sales
Alignment with Automation
• Run more campaigns with less resources
• Create more consistent email follow-up
• Streamline lead acquisition and nurturing
processes to increase lead volume and
conversion
• React in time and appropriately to leads‟
online „cues‟
• Use the CRM to maintain track record of
all marketing and sales engagements
25
27. What we Covered Today
• Email Marketing revisited
• Progressive approaches to email marketing in a
Salesforce environment:
– Within Salesforce
– Services that „play nice‟ with Salesforce
– Fully integrated marketing automation suites
28. THANK YOU!
to-do today:
visit us at service-wise.com