Top Tips for Improving Email Marketing

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As the leading supplier of accurate business contact data for thousands of customers, salesforce.com has gained an understanding of what works and what doesn't in email marketing. Join us to learn …

As the leading supplier of accurate business contact data for thousands of customers, salesforce.com has gained an understanding of what works and what doesn't in email marketing. Join us to learn from a panel of successful marketers about what they're doing with Data.com to receive much-better-than-expected results from their email marketing campaigns.

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  • 1. Top Tips for Improving Email Marketing Terry Harlan Data.com CSM @tlharlan Linked In ~ tharlan@salesforce.com
  • 2. Safe Harbor 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 salesforce.com, 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 product or service availability, 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. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, 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 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, 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. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Join This Session Conversation on ChatterContinue the Conversation on Social @datadotcom /datadotcom @salesforce /salesforce #df12 /dreamforce
  • 4. Today’s Agenda:Session Agenda:• Welcome• Data.com• Introduction to our Panel of Guest Speakers• Presentation of 6 Top Tips for Email Marketing• Open Questions & Answers Session for our Panel NOTE: You can post questions live on our Chatter Feed!!! We’ll field in the 2nd Half of Today’s session
  • 5. Terry HarlanData.com CSM@tlharlanLinked-in ~ tharlan@salesforce.com
  • 6. Data.com: Simplified Data Management • 200M Company Profiles • Automatically in Salesforce • Real-Time Updates • 36M, 100% Complete Contacts • Unified in the Cloud • Improve CRM Adoption • Social Insights • In Your Business Process • Instant Notifications • Familiar User Experience
  • 7. Data.com Provides Foundation for Social Networks Cloud . Mobile . Social
  • 8. Today’s Objectives:Session Objectives & Today’s Key Take Away:• Clean Segmented Data• Keep your Email List Fresh• When to Send | Time Matters• First Impressions• Intelligently focused Email Messaging• Follow Up Best Practices | After the email, print, phone
  • 9. Our Panel of Marketing Experts
  • 10. Nikos Karavitis Motorola SolutionsSenior Marketing ManagerDemand Generation Marketing
  • 11. All About Nikos Karavitis Nikos Karavitis Senior Marketing Manager – Demand Generation • 15+ years Direct Marketing / Database / CRM / Demand Generation • Business and Consumer – Technology • Service Provider & Client • Mid-Size & Enterprise – Motorola Solutions – CDW – AT&T Mobility – Accenture
  • 12. MOTOROLA SOLUTIONS
  • 13. Jayson Karen SharpMarketing Manager ~ CRM Systems
  • 14. All About Jayson Karen Jayson Karen Marketing Manager – CRM Systems Sharp Electronics Corporation Sharp Imaging & Information Company of America (SIICA) • Over 10+ years experience in Marketing Operations, Internet Marketing & Email Marketing • B2B & B2C Focused • SalesForce Administrator for over 7+ years for over 100+ users worldwide • Educational Background in Marketing & Business Administration (MBA), Internet Business (MS) & General Psychology (BA)
  • 15. Sharp Electronics – SIICA Overview• Founded in 1912 with main corporate headquarters in Osaka, Japan• Over 55,500 Employees worldwide• Sharp Imaging and Information Company of America (SIICA) is a division of• Sharp Electronics Corporation and based in Mahwah, New Jersey• Award Winning Business Products & Services  Multifunction Peripherals and Printers  Desktop Copiers  AQUOS BOARD™ interactive display systems  LCD and DLP® Professional Projectors  Electronic Cash Registers and POS products  Electronic Dictionaries and Calculators• Sold into the following B2B vertical markets:  Corporate, Education, Government, Health Care, Hospitality & House of Worship• Product distributed via channel & Sharp direct sales operation  Sharp Business Systems (10+ Sharp owned local dealerships)
  • 16. Paul Leary Bespoke Collection Blackbird Vineyards Ma(i)sonry Napa ValleyPresident
  • 17. All About Paul Leary Paul Leary President Bespoke Collection • Blackbird Vineyards | Napa Valley, CA • Recuerdo Wines | Mendoza Argentina • Established and launched Ma(i)sonry Napa Valley: an art, wine and design collective • Decade of Established Marketing, Sales, Operating Expertise in Wine Industry • Entrepreneur | Niche Marketing | Direct relationships with Clients
  • 18. Founded in 2003, Blackbird Vineyards is an An art, design and collective wine tastingartisanal producer of wines from the Napa gallery among an outdoor sculpture garden, Valley. Ma(i)sonry offers guests a differentiated www.blackbirdvineyards.com lifestyle experience in wine country www.maisonry.com
  • 19. 6 Top Tips for Improving Email Marketing
  • 20. Audience Poll – Data Management My data ROCKS! My data needs help…. We have data somewhere?
  • 21. #1 Build your Data IntelligenceMARKETING 3.0 ENGAGEMENT AND ACCOUNTABILITYMARKETING 2.0 ENABLEMENT AND MEASUREMENT Nikos KaravitisMARKETING 1.0 ALIGNMENT AND INFRASTRUCTURE
  • 22. #2 Keep Your Email List Clean Paul Leary
  • 23. #3 Timing | When to sendTiming your email Activity Jayson Karen
  • 24. #4 Great First ImpressionsThe Sender & The Subject Line Jayson Karen
  • 25. #5 Test, Measure, Re-Engage3 Keys to Email Marketing Success1 EVERYBODY IS NOT IMPORTANT TEST The ones that aren’t can unsubscribe. Test Subject Lines Personalization Call to Action2 MEASURE BEHAVIOR IS SURPRISING Click-Thrus Heat Maps Preference Center Nikos Karavitis3 RE-ENGAGE GIVE THEM WHAT THEY WANT Based on the intelligence you have collected
  • 26. #6 Follow Up on your EmailPrint & Phone….Voice…Traditional Mail… additionalOffers Paul Leary
  • 27. Paul Leary Jayson Karen Nikos Karavitis Terry Harlan President Marketing Manager Senior Marketing Manager Customer Success ManagerBespoke Collection SHARP Motorola Solutions Data.com
  • 28. More Opportunities to Learn about Data.com 1 18 8Data.com Breakout DemoKeynote Sessions StationsData.com vision Success with Data.com Product How ToWhen: Thur 12pm When: All week When: All weekWhere: Gateway Ballroom, Where: Across Campus Where: Expo HallMoscone South Search Dreamforce App,+ exclusive ticket to Keyword = Data.comsee Village People