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Email Marketing in a Web 2.0 World
 

Email Marketing in a Web 2.0 World

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Tactics, Techniques and Tools to Take Your One-to-One Marketing Strategy to a Whole New Level

Tactics, Techniques and Tools to Take Your One-to-One Marketing Strategy to a Whole New Level

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Email Marketing in a Web 2.0 World Email Marketing in a Web 2.0 World Presentation Transcript

  • © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Email Marketing in a Web 2.0 World How to Leverage Email to Make Your Digital Marketing Strategy Powerful and Profitable Joel Book Director, eMarketing Education ExactTarget, Inc.
  • Instructor’s Background
    • 33 years experience in database marketing
    • ExactTarget’s eMarketing Evangelist ; Focus: Teaching organizations how to use digital marketing technology and tactics to acquire, develop, and retain customers
    • Passion: Helping companies generate more juice for the squeeze from their marketing strategy
    • How to reach me:
    • Email: [email_address]
    • Office: 317-275-5444
    Joel Book Director, eMarketing Education ExactTarget, Inc.
  • Joel Book May 17, 1976
  • The Evolution of Digital Marketing
  • < 1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter
  • The average consumer is exposed to 3000 ad messages each day.
  • Brands that Cut through the Clutter
  • Example: Email Drives Blog Content Carhartt Email Invites Customer Feedba ck Carhartt Blog Customer Stories Drive Brand Adoption
  • Example: Email Delivers Dynamic Coupons
      • Rendered at time of open rather than time of send
      • Personalized based on subscriber attributes
  • Example: Triggered Re-Marketing
    • Used for:
    • Out of Stock Items
    • New Products
    • Special Offers
    • Cart Abandonment
  • Example: Purchase Triggered Cross-Sell
    • Challenge
      • Acquire new customers
      • Accelerate re-purchase and cross-sell
    • Solution
      • Invite opt-in through website and stores
      • Automated email campaign triggered by “life-cycle events” (i.e. first purchase)
      • Personalized offers based on interest or purchase behavior
    • 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%
  • Example: Email + mCoupon Drives Traffic
  • Example: Online Ordering using Email + SMS
      • Papa John’s uses email to drive registration for its SMS-based online ordering system
      • In May, 2008, Papa John’s surpassed $1 Billion in online sales
      • Since 2001, customers have placed nearly 60 million orders at papajohns.com
      • Online represents more than 20% of total sales
  • Example: Using Email for Viral Marketing
      • Since it launched its Carmex Kiss campaign in November 2008, thousands of Carmex Kisses have been sent
      • Carmex has grown its email subscriber base from 3,000 to more than 30,000!
      • Carmex is using email to introduce these subscribers to new Carmex products
  •  
  • Common Thread: Email Nearly two-thirds of US Internet users made a purchase because of a marketing message received through email . Source: ExactTarget 2008 Channel Preference Survey May 23, 2008
  • Sharing Email Just Got Easier ExactTarget, in collaboration with ShareThis, announces a new way to engage with subscribers Subscribers can now share email with their network using any sharing service including Digg, Facebook, SMS, Twitter, and more – from inside their email.
    • Developing a comprehensive suite of digital touch-points (versus reliance on one method) will empower your customers to become brand advocates.
    Start Thinking About Email as the Foundation of Your Multi-channel Digital Marketing Strategy Messaging Impact Number of One-to-One Messaging Vehicles Single Touchpoint Multiple Touchpoints Brand Awareness Brand Impact Reading email at a computer Creating push and pull touchpoints (e.g., Mobile Email, Voice and SMS) Reaching beyond digital (e.g., Integration of off line and online media) Extending touchpoints (blogs, social networking, online video, RSS feeds)
  • Digital Marketing Requires the Right Foundation
  • WEBSITE SEARCH EMAIL
  • YOUR FOUNDATION SHOULD BE THE CONSTANT FOCUS OF OPTIMIZATION WEBSITE SEARCH EMAIL BLOG PAID SEARCH ONLINE VIDEO MOBILE SOCIAL SMS WHATEVER YOUR UNIQUE MIX UP HERE… WHY? THESE THREE FOUNDATIONAL TACTICS PRODUCE THE HIGHEST LONG-TERM ROI AND HELP EVERY OTHER TACTIC PERFORM BETTER
  • The New Essentials of Email Marketing YOUR DIGITAL FOUNDATION
    • Design Your Website to Engage.
    WEBSITE
  • Websites have become the “Hub” of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Web
  • Many Visit. But Do They Convert? Website Visitors No! 98% of website visitors do not convert. Source: WebTrends Print Ad
  • Opposing Objectives
    • Business Objectives
    • We want users to visit our site on a regular basis
    • We need to offer multiple types of content (white papers, news, ask the expert, etc) to maximize response
    • We want users to register so we can leverage their information for sales
    • We want to display content to show to everyone regardless if it is relevant or not. (News on home page)
    • We want to be viewed as the source for standards in our industry
    • Visitor Objectives
    • I don’t want my decisions manipulated (now or later)
    • I want control over my website browsing experience
    • I don’t want to be distracted with cluttered pages with too many options
    • I only want to see content that is relevant to my industry or my needs
    • I want to get the information I need in as few steps as possible
    • I don’t want my time wasted by non-relevant marketing offers
    Design your website to meet the visitor’s objectives first!
  • HP Sells the Value of Email Registration!
  • HP invites subscribers to identify preferences for newsletter content
  • HP explains why these questions are being asked.
  • 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.
  • Segmentation Doubles Opens and Click Rates
  • Subscribers Rule! Serve the subscriber’s needs … and they will serve yours
  • The New Essentials of Email Marketing YOUR DIGITAL FOUNDATION
    • Design Your Website to Engage.
    • Use Search to Attract Potential Email Subscribers.
    SEARCH WEBSITE
  • First Some Realities: 87% of adult Internet users use search engines. Source: Forrester Research The US Interactive Marketing Forecast 2007-2012 January 4, 2008
  • Engagement Begins with Website Visit “ 92% of business buyers go online to research products and suppliers.” Source: Forrester Research (July, 2007) The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase Website Visit
  • The Organic Advantage 87% of commercial website traffic comes from organic search . Source: Forrester Research Interest The Customer Life Cycle Evaluation Purchase Usage Re-Purchase Loyalty Lead Generation Online Advertising Print Advertising Trade Shows Acquisition Tactics Webinars Search (PPC and Organic)
  • The New Essentials of Email Marketing YOUR DIGITAL FOUNDATION SEARCH EMAIL
    • Design Your Website to Engage.
    • Use Search to Attract Potential Email Subscribers.
    • Use Email to Aid the Decision-Making Process.
    WEBSITE
  • WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions
  • Email Aids the Decision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase “ Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”
    • “ Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.”
    • Source: Forrester Research
    • 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.
    My EMC Insight
  • My EMC Insight
    • 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 Subscription Center
  • How EMC Delivers Personalized Content
    • 9 Solutions of Interest
    • BURA
    • Information Security
    • Business Continuity
    • Content Management
    • Oracle
    • Microsoft
    • SAP
    • Storage
    • Virtualization
    • 3 Buying Process Stages
    • Early: prospect researching a solution
    • High level overviews
    • Analyst whitepapers
    • Middle: prospect evaluating vendors
    • Customer case studies
    • In-depth technical notes
    • Late: prospect ready to buy product or a solution
    • Product spec sheets
    • Technical whitepapers
    Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue. My EMC Insight
    • Segmentation Strategy
    Market First Prospects Registered Subscribers Defined Interests Content Viewed Subscriber Country Output File For Email My EMC Insight Send My EMC Insight
    • TOC (Dynamic Content )
      • Changes by country, user –defined interests, and buying stage
    • Feature Article (Static Content)
      • Features events, products, and content that the whole subscriber base receives
    • Other Articles (Dynamic Content)
      • Changes by country, user interest and intensity of interest
      • Creative expands to allow up to 9 dynamic offers
    My EMC Insight 2. 3. 1.
  • *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive Relevance Matters! 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
  • Email is #1 for ROI Source: The Direct Marketing Association (DMA)
    • “ 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;
    • Design Your Website to Engage.
    • Use Search to Attract Potential Email Subscribers.
    • Use Email to Aid the Decision-Making Process.
    • Use Analytics to Measure & Optimize Email Results.
    The New Essentials of Email Marketing
  • Analytics WEBSITE SEARCH EMAIL
  • “ Targeted email campaigns – personalized to subscriber needs – drive 9 times more revenue and deliver 18 times more net profit than broadcast e-mailings.” Email Blast Source: David Daniels, Research Director – Jupiter Research Behavior Targeting in Email
  • Example: Automated Re-Marketing Email
    • Used for:
    • Out of Stock Items
    • New Products
    • Special Offers
    • Cart Abandonment
  • Behavioral Targeting in Email Visitor arrives at your website Visitor Profile Repository Call goes out to Visitor Profile Repository create profile First-time visitor Automated Self-learning Predictive Modeling Engine Repeat visitor retrieve profile Optimal content decision sent to ExactTarget Content Library ExactTarget sends email with content tailored to visitor profile
  • CRM WEBSITE SEARCH EMAIL
    • Design Your Website to Engage.
    • Use Search to Attract Potential Email Subscribers.
    • Use Email to Aid the Decision-Making Process.
    • Use Analytics to Measure & Optimize Email Results.
    • Make Email a Key Part of your CRM Strategy.
    The New Essentials of Email Marketing
  • Customer Data – and the ability to Leverage it – is a Huge Competitive Advantage
  • Here’s what I want to do:
  • “ Top-performing organizations are deploying far more advanced closed-loop marketing processes to generate a higher return on marketing investments.” Automating CRM Processes Source: Aberdeen Group The CMO Strategic Agenda: Automating Closed Loop Marketing March, 2008
  • ExactTarget Salesforce.com Omniture Closed-Loop CRM Model Needs and Interests Campaign Response History Leads/ Opportunities Purchase Transactions HH or Business Demographics Account/Contact Information Database Management Segmentation and List Creation Customers with Specific Needs Identify Prospects with Specific Needs Offer Information Select Timing Trigger Determine Offline Online Offline Email Marketing Program Execution Email Creation Customization / Personalization Segment A
    • Offer/ Message
    • Timing
    • Response Plan
    Segment C Segment B
    • Offer/ Message
    • Timing
    • Response Plan
    • Offer/ Message
    • Timing
    • Response Plan
    Data Capture / Lead Qualification Nurturing / Selling Customer / Prospect Interaction Landing Page / Microsite
  • 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
  • Marketing Automation Case Study
  • Objective: Get Sales and Marketing Synchronized!
    • Before:
    • Scribe’s lead nurturing process was inadequate. Leads got cold. Sales reps were 95% blind to where prospects were at in the buying cycle.
    • After:
    • Scribe has an automated lead nurturing process that uses email to keep prospects engaged. Prospect activity and status is tracked in Salesforce.com, Sales reps are better informed, more productive.
  • Lead Generation Process
    • Automated Lead Capture, Event Registration, and Reminders
  • Lead Nurturing Process
    • Leads are nurtured with a series of 4 automated emails
    • Emails on Day 1, Day 7, Day 21 and Day 45
    Lead enters campaign Lead Enters Campaign Day 1 Day 7 Day 21 Quarterly Newsletter Day 45
  • Marketing Automation Benefits
    • Every lead in the drip campaign is “hands off” – no manual intervention.
    • Leads are entered into the appropriate Salesforce campaign and associated Reports
    • All reporting is done via Salesforce.com Reports, so Scribe’s sales team has visibility into lead activity and can react accordingly.
  • “ CRM is reemerging as a basic business enabler for revenue acceleration and retention management . . . and email is the core enabling technology.” The Bottom Line? CRM is HOT! Source: Forrester Research, Inc. The Top Marketing Technologies
  • New White Paper Integrating Email, CRM, and Web Analytics How to Build a One-to-One Marketing Machine that Strengthens Relationships and Boosts ROI
  • © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Thanks! Joel Book Director, eMarketing Education ExactTarget, Inc. Email: jbook@exacttarget.com Phone: 317.275.5444 Blog: Email Marketing by the Book