The Secrets to Email Marketing Success: Marketing Panel


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Don't waste your marketing dollars or your credibility on email campaigns that don't produce results. Our panel of email marketing experts will share the secrets of success and answer your questions on list-building techniques and email marketing. Hear the latest trends, evolving opinions, and newest strategiesand take home tips for improving your email response rates today!

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  • Everything we did was geared towards driving membership and revenue. While we still want as many members as possible we know that keeping members active is far more important than just adding as many as possible. Also pushing your product down someone's throat is not the way to gain customers.
  • I work on the enterprise side of jigsaw doing lead gen/nurturing emails so I’m not going to spend a ton of time talking about our member emails, but like I mentioned we realized pretty early that we needed our community members to be as active as possible, as the more active they are the better the data in our database is. We have since implemented loyalty programs rewarding our most active members, notifying members how close they are to reaching the next level of membership and how they can get there quicker. We want to be a place of value that a member of our community will come to every day to see what we have for them, and in this case will open all of our emails to see what we are doing for them.
  • When we first realized that much of our lead gen efforts were being wasted and that the percentage of closed business coming from these efforts was lower then we wanted, so we knew we needed to change things. We started doing a couple things, one was looking for marketing automation tools, and seeing all of the amazing things that you could do with them. The basics that everyone needs to take advantage of are the scoring/ drip campaigns/ and the tracking. These are what automation is built on, and it is an amazing way to get everyone on the same page and really understand what people want.
  • With Marketo and Data in the cloud my sales team can now control who I market to this is especially important for those reps out there that have less than ideal territories. I set up nurturing drip campaigns, and the sales rep can now go into an account of a current lead, see how many more contacts at the account Jigsaw has, upload them into Salesforce, and add them into the Marketo campaign I created, instantly inserting them into the start of a flow in which they receive the informational value add emails I referred to earlier.
  • Since implementing a Nurturing process through our marketing automation platform we have seen a decrease in the total number of leads passed to the sales team but a higher number of leads that are getting accepted. This leads to an incredible increase in the percentage of close leads/leads passed. Have some real stats that I want to put in here but searching for the old deck.
  • The Secrets to Email Marketing Success: Marketing Panel

    1. 1. The Secrets to Email Marketing Success: Marketing Panel<br />Tricia Gellman <br />Director, Product Marketing<br /><br />
    2. 2. Safe Harbor<br />Safe harbor 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, 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 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.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, 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 intellectual property and other litigation, risks associated with 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other 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., inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. Does Your Email Calendar Look Like This?<br />Company Size<br />Prospects <br />Customers<br />Developers<br />Partners<br />Industry<br />Offers<br />Events<br />Customer Lifecycle<br />Role<br />Newsletters<br />Experience<br />Executive<br />Customer / Partner<br />Webinars<br />Notifications<br />ISV<br />Implementation<br />
    4. 4. A Snapshot of’s Calendar<br />1<br />2<br />4<br />5<br />3<br />AppEx Webinar<br />Sales White Pa…<br />Dreamforce<br />Nashville Tour<br />Partner Webinar<br />Denver Tour<br />Lotus Notes We…<br />Sales Newsletter<br />8<br />9<br />10<br />11<br />12<br />Toronto Tour<br />Service Webinar<br />PAR<br />Insights<br />Jigsaw Campaign<br />Partner Newslet…<br />15<br />16<br />17<br />18<br />19<br />Tech Talk Web…<br />Lotus Notes We…<br />Turn Chatter On<br />Nashville Tour<br />Lotus Notes We…<br />Premier Training<br />Success Webinar<br />Gartner White P…<br />Denver Tour<br />22<br />23<br />24<br />25<br />26<br />AppEx Newsletter<br />Toronto Tour<br />Nashville Tour<br />Dev Newsletter<br />Partner Webinar<br />Service White…<br />Denver Tour<br /> We…<br />29<br />30<br />31<br />1<br />2<br /> Web…<br />Premier Training<br />Sales White Pa…<br />Toronto Tour<br />Beagle White P…<br />CFL – Early Wa…<br />Winter ‘11 Web…<br />Prospect<br />Developer<br />Customer<br />Partner<br />
    5. 5. We Send Lots of One-Off Campaigns<br />
    6. 6. We Are Moving Toward a Newsletter Approach<br />
    7. 7. Behavior Driven Personalization (Newsletters)<br />Newsletter #1<br />Newsletter #2<br />Newsletter #3<br />Newsletter #4<br />Jigsaw<br />Sales Cloud<br />Chatter<br />Sales Cloud<br />Service Cloud<br />AppExchange<br />Sales Cloud<br />Chatter<br />Lotus Notes<br />Dreamforce<br />Cloudforce Tour<br />Dreamforce<br />AppExchange<br />Chatter<br />AppExchange<br />Sales Cloud<br />Premier Training<br /><br />Event<br />AppExchange<br />Personalization Based on DW, Email Clicks, and Omniture Data<br />Behavioral <br />Personalization<br />Segmentation Flag Personalization<br />
    8. 8. Personalized Journeys<br />
    9. 9. Email Execution is an Evolving Science<br />Batch and blast is easy but outdated and lacks effectiveness<br />Nurturing is evolving as the next easiest solution<br />Personalization is becoming more standard<br />Providing relevance in content and delivery timing is critical to effectiveness<br />Segmentation and testing improves results<br />Evolving vs standing still is now the norm<br />
    10. 10. Email Marketing Panel<br />Eric Edelson<br />Ben Stein<br />Andy Ramirez<br />Matt Heinz<br />
    11. 11. Eric Edelson<br />Fireclay Tile<br />
    12. 12. Who is Fire Clay Tile?<br /><ul><li>Manufacture custom handmade ceramic and glass tile
    13. 13. Pre and post consumer recycling leader
    14. 14. Customers: Whole Foods, the French Laundry, Monterey Bay Aquarium
    15. 15. 30 employees
    16. 16. 7 Salesforce licenses (since June 2009)
    17. 17. Founded 1986 (San Jose, CA)</li></ul>Sustainable Ceramic and Glass Tile Manufacturer<br />
    18. 18. Before Salesforce, Our Systems Were Our Worst Enemy<br />“The Black Box”<br />No Process Integration<br />
    19. 19. Finance & Analytics<br />Performance Metrics<br />Best Practices<br />Quickbooks Sync<br />Customer Service & Fulfillment<br />UPS Integration<br />Customer Service<br />Production<br />Electronic Queue<br />Score Efficiency<br />Service Visibility<br />Sales & Samples<br />Lead Follow-Up<br />Sample Orders<br />Order Management<br />Lead Acquisition<br />Web-to-Lead<br />Email Segmentation<br />Clear Process<br />We’ve Transformed our Business By Running on Salesforce<br />
    20. 20.
    21. 21. Customize Leads<br />Customized Response<br />HOT First Impression <br />Customized response w/ big company look<br />Personalized Communication<br />On Brand<br />
    22. 22. Relationship Management<br /><ul><li>Templates allow us to easily craft most-used emails
    23. 23. Branded Quotes, Order Confirmations, Invoices, & Shipment Notifications
    24. 24. Custom buttons = less time + better service
    25. 25. Useful, personalized email</li></li></ul><li>Closed-loop Mktg<br />Automate thank you emails<br />Include survey link<br />Instant feedback + great service <br />Consistent, personal email during entire process - Look like Amazon or Zappos<br />
    26. 26. HOT OFF THE KILN!<br /><ul><li>Easy List Segmentation from within Salesforce
    27. 27. Different messages for Retailers, Consumers, and Local Customers
    28. 28. Point and Click functionality via Vertical Response</li></li></ul><li>Fantastic Measurable Results!<br />400%<br />93%<br />50x<br />Email Addresses<br />Customer Satisfaction<br />Leads<br />
    29. 29. Ben Stein<br />Marketing Manager<br />Jigsaw<br />
    30. 30. What is Jigsaw?<br /><ul><li>Jigsaw was founded in 2003 in San Mateo, CA
    31. 31. The worlds leading provider of community driven business-to-business company and contact information.
    32. 32. 200+ Employees
    33. 33. Salesforce is deployed across majority of company including:
    34. 34. Sales, Support, Marketing, Operations, Data Services</li></li></ul><li>Email History<br />Started with email campaigns to people who signed up as a member pushing subscriptions.<br />First Lead Gen campaigns were list downloads and one of promotional emails<br />As our community grew we started realizing we needed action in the community just as much as we needed people to spend money which brought out two separate sophisticated email processes.<br />
    35. 35. Community Member Emails<br />Defined two things:<br />Our goal of emailing members from a community perspective<br />How do we want them to see us<br />Can we make current members, enterprise customers?<br />
    36. 36. Nurture Email<br />The Marketing Automation choice<br />Better understanding of customers<br />Drip Campaigns<br />Tracking<br />Monitoring everything our prospects do.<br />What is the effect of this?<br />
    37. 37. Sales & Marketing Alignment<br />My Sales team can now control who I Market to.<br />Data in the Cloud + Marketing Automation = Success<br />
    38. 38. Summary of Email Evolution<br />Before Marketing Automation<br />After Marketing Automation<br />
    39. 39. Results<br />Decrease In overall leads flooding Reps buckets<br />Increase in Quality Leads<br />More Leads/Month getting passed from qualifying reps to sales<br />Higher Close Percentage/Passed Leads<br />
    40. 40. Andy Ramirez<br />Vistage International<br />Director of Interactive Marketing<br />Shameless Image “Borrower”<br />
    41. 41. Vistage International and<br />- Non competitive CEO groups to help business owners and CEO’s navigate the trials of leadership<br />- Led by CEO coaches known as Chairs who all have at one point been CEO’s<br />- 14,000+ members in 15 countries<br /><ul><li>350+ licenses for staff and Chairs
    42. 42. 1MM+ leads in currently
    43. 43. We’ve come a long way since we started using Salesforce and email marketing, but we have a LONG way to go.</li></li></ul><li>Lead Sources – The big three<br />List Vendors(National)<br />Local Lists <br />(Chair purchased)<br />Chair Contacts for Group Builds<br />Referrals fromexisting members<br />
    44. 44. Deduping Leads – Protect the company image<br />Chairs share areas, so leads must be checked against campaigns<br />De-duping happens against and our existing member database<br />PeopleImport – CRMFusion Inc.<br />
    45. 45. Segmenting Leads – The right lead for the job<br />Varying Programs - CEO, Small Business, Key Executives<br />Industry Segmentation – Well rounded groups<br />Revenue – Like sized companies<br />Leads in manageable campaigns for Multi-Touch (email, direct mail, phone)<br />Lead Scoring – Back End Segments<br />
    46. 46. Online Marketing Automation App <br />Eloqua forms & registrations improve lead processing<br />Eloqua is used for campaign based emails<br />Customize email content to form info<br />Info replicated between and Eloqua database (history and registration)<br /> – Used for 1 to 1 and some automated communication<br />
    47. 47. Email Campaigns – Testing, Results, Improvement<br />Over 9.8MM emails sent to 1.6MM+ contacts, 40K+ from submissions, 800K+ tracked web visitors in Eloqua = A LOT of testing….<br />
    48. 48. What we learned… the hits..<br />A/B<br />Subject Lines: Shorter is better, relevant to content and landing page (the industry standard)<br />Content: Image heavy did not work for our demographic, these aren’t prod sales<br />Links: Image based links clicked less than text links<br />Visual Click Reports provide great insight<br />
    49. 49. Next Step In The Journey – Optimize Sales Funnel<br /><ul><li>Lead handoff between Marketing/Sales is well defined
    50. 50. Identifying Missed Opportunities – analyze the lead pipeline and find ways back into the sales funnel
    51. 51. Capitalize with new stage relevant campaigns</li></li></ul><li>Vistage International<br />No matter where you are in your journey, just remember there is no “magic bullet” just time and effort…<br />
    52. 52. Matt Heinz<br />Not sure of title <br />
    53. 53. What’s Working Now<br />List Segmentation<br />Crawl first <br />Segment by role <br />Improving click/response rates<br />Customer-focused outcome messages<br />Limit HTML <br />Innovative use<br />Dayparting<br />“Almost leads”<br />Lifecycle marketing<br />
    54. 54. What’s Changed<br />Email is more (not less) important<br />Seamless channel integration<br />Context is more important than permission<br />
    55. 55. What’s Next<br />Automated yet personalized<br />Seamless channel integration<br />More transactional & action-oriented (think text & Twitter)<br />
    56. 56. Q & A<br />
    57. 57. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />