Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)). But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing. In this session, you will learn from: The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ perception of email A selection of case studies MarketingSherpa has chosen from hundreds of submissions to represent inspirational stories of customer-first email marketing, including Dell, Ebates, DonorsChoose, SCI Solutions, and Health Catalyst

1. How B2B, B2C and nonprofit brands are
succeeding in an age of skeptical customers
Director of Editorial Content,
MarketingSherpa

2. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?

3. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?

4. “I'm willing to put up with them [marketing] in exchange for
compensation, (e.g., free email, free content) but they should not
override what I'm trying to do or make it take much longer.”
“I only like to receive marketing that has coupons, and I prefer only
email.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

5. #AAEM16
One of the biggest ways to
alienate customers is to not
put their needs first in your
marketing…

6. #AAEM16
1,200 consumers 1,200 consumers
In early Oct. 2016, we sampled 2,400 consumers, weighted
to reflect the U.S. population, to help you
get a better understanding of customer-first marketing.
Source: MarketingSherpa survey of 2,400 consumers

7. #AAEM16
Source: MarketingSherpa survey of 2,400 consumers

8. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business with the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit with who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied

9. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied

10. I consistently have good experiences with it 56%
It is easy to conduct business with the company
whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide
value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the
company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business
goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
Satisfied
The company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship
with them 34%
The company always tries to sell to me instead of providing
value 27%
It is not easy to conduct business the company whether
online, in person or on the phone 26%
I've heard negative things about the company from people I
know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social
media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied

11. #AAEM16
“Only when the tide goes out do you
discover who's been swimming naked.”
- Warren Buffett

12. #AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with
(n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with,
how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied]
with, how often do you do the following?

13. #AAEM16
7.9%
19.6%
21.0%
6.0%
14.5%
30.0%
15.5%
11.8%
7.3%
10.0%
6.9%
9.9%
12.5%
13.1%
9.2%
15.2%
14.0%
15.4%
15.3%
8.9%
12.7%
11.0%
21.3%
17.8%
17.7%
23.3%
22.4%
15.4%
23.0%
22.6%
22.4%
22.5%
23.9%
22.1%
14.5%
15.9%
22.2%
16.4%
13.1%
16.1%
19.4%
20.9%
20.5%
21.2%
27.8%
23.4%
21.6%
29.3%
22.7%
16.2%
20.8%
21.5%
28.3%
24.1%
26.8%
11.0%
12.3%
10.6%
10.0%
8.8%
11.3%
9.1%
9.5%
12.1%
10.2%
10.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
E-mails
Download Apps
Follow on SM
Watch TV Ads
Listen to Radio Ads
Listen to Podcasts
Watch Online Videos
Click Online Ads
Read Print Ads from Mail
Read Print Ads from Paper/Mags
Read Print Ads from Store
Engaging in Marketing with companies generally satisfied with (n=1,270)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you
disengage with their marketing by doing the following?

14. Of the companies with which you are generally dissatisfied, how often do you disengage
with their marketing by doing the following?
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you
disengage with their marketing by doing the following?

15. 30% of satisfied customers
unsubscribe from emails
50% of dissatisfied customers
unsubscribe from emails

16. Based in Jacksonville, Florida, MarketingSherpa — a subsidiary of MECLABS Institute — is a publication
specializing in reporting on what works in all aspects of marketing (and what does not). These
interviews, case studies and data analyses are published for the entire marketing industry to benefit
from. MarketingSherpa, currently in its 17th year, has published more than 7,000 articles on
MarketingSherpa.com and hosts the MarketingSherpa Summit.
#AAEM16

17. Director of Editorial Content,
MarketingSherpa
@DanielBurstein
Speaker Headshot

18. We’re sharing on Twitter!
#AAEM16

21. 29% Relative
Difference

22. 26% Relative
Difference

23. 32% Relative
Difference

24. 38% Relative
Difference

26. “
“If you put out a newsletter or email, make it worthwhile to
view.”
“Relate to more every day experiences in a new light but with truth in it.”
“Stop sending too many emails, like don't do it every day or more than once or
twice a week. Send stuff when there are good coupons or promotions.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

28. Derek Kazee
Director of Retention Marketing,
Ebates

29. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

30. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

31. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

32. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

33. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

34. #AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

35. 2015
• Open rate of 12.2%
• Clickthrough rate of 1.7%
• Conversion rate of 11.7%
2014
• Open rate of 16.5%
• Clickthrough rate of 2.3%
• Conversion rate of 10.3%
Source: https://www.youtube.com/watch?v=oMxWkQENcqM

38. “
“The emails are obviously pushing sales without regard for what
would be helpful to me in making a responsible decision on a
purchase.”
“Why the [expletive deleted] would I want to get emails from a company
that doesn’t care about me?”
“To relate to the customers more than just trying to sell their
product”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

40. Chris Keller
Vice President of Marketing,
Health Catalyst

41. Does the
consumption
of content
require a
second step,
email,
calendaring?
Ask for minimum info,
set expectation on use,
and add value wherever
possible.
Don’t get in the way of
the content.
YES
NO
Lead form capture criteria
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy

42. Does the
consumption
of content
require a
second step,
email,
calendaring?
Ask for minimum info,
set expectation on use,
and add value wherever
possible.
Don’t get in the way of
the content.
YES
NO
Lead form capture criteria
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy

43. • Each chapter was delivered as it was
written
• Only asked for an email address; the
value to the prospect was a notification
when the next chapter was complete
• The book’s author was the email
sender; prospects were delightfully
surprised to go deeper with the author
• Freely available today
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy

44. 44
0
10
20
30
40
50
60
Q1
2012
Q2 Q3 Q4 Q1
2013
Q2 Q3 Q4 Q1
2014
Q2 Q3 Q4 Q1
2015
Q2 Q3 Q4
LEADS
550% increase
in clients
33% decrease
in sales cycle
300% increase
in leads
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy

46. “Be more focused! I want companies to learn about me and
use big data to give me what I want.”
“Make it relevant to me.”
“If they are really relevant to me, you can send me all you
want.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

48. Morgan Kazan
Senior Marketing Manager,
DonorsChoose.org

49. Control
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing

50. Control
Added
staff
curation
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
Treatment

51. Control
Added
staff
curation
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
TreatmentWinner
• Control had better clicks (45%
decrease in clicks for curated email)
• Stronger conversion rate (31%
decrease in conversion rate for
curated)
• Email revenue decreased from
$160K to $87K

52. Control
Added
staff
curation
Winner
• Control had better clicks (45%
decrease in clicks for curated email)
• Stronger conversion rate (31%
decrease in conversion rate for
curated)
• Email revenue decreased from
$160K to $87K
Make sure customers see
what they care about first
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing

54. you put out a newsletter or email, make it worthwhile to
“Don't contact customers too frequently. I have one company which I love —
EXCEPT that they send me an email EVERY day! I am not exaggerating. They
literally do this every day. I have contacted them, and my choice is to
receive the every day email or nothing, when all I want is maybe once a
month, but not to cut them off entirely. It is very irritating and is the one
black mark against them.”
“Not sending emails to people that don’t open them”
“Don't send me an email EVERY time I visit your website. I know that
I've been there, and if I want to buy something, I'll return on my own
without an email reminding me to do so.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

56. Jeremy Mason
Director of Demand Gen/Marketing Ops,
SCI Solutions

57. Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

58. Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
#AAEM16
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
Click
No
+5
+15
+5
Email
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 3 days
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

59. Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
#AAEM16
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Click
Open
No
Email: Get a Demo? No
Open
+5
+15
+20+5
+5
Email
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days Email: Toolkit
Pause: 3 days
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

60. Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
#AAEM16
(unknown) (influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Click
Open
No
Email: Get a Demo? No
+5
+15
+20+5
+5
Email
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days Email: Toolkit
Pause: 3 days
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

61. Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Email
Pause: 3 days
All
#AAEM16
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Email: Case Study
Archive
No
Email: Get a Demo? No
Open
Click
+5
+15
+20
+5
+5
Yes
Submit
Form?
+5
No
Email
Email
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 2 days
Email: Toolkit
No
Pause: 3 days
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

62. • 35% growth in opportunities attributed to
electronic marketing programs
• Open rates increase from 0.4% to 4% after second
drip
• Automatically validated email for 130,000 records
• First time email was as significant as an
“attributable” campaign type (0% to 40%)
724
PNM Video Opens
288
Sent to Sales
#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
894
Infographic Opens

64. “Make things very clear.”
“To fix your sloppy emails”
“Deliver more clear information.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers

66. Jessica Vogel
Global Marketing Consultant
Dell Inc.
“We have a very high mix of desktop and
mobile, as well as the increasing use of multi-
device. So, you can’t just optimize for mobile,
you can’t just optimize for desktop; every
single email we do actually has to be
optimized for both.”

67. Animated .gifs Live email Video Adaptive Content Carousel Social Feed
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

68. Animated .gifs Live Email Video Adaptive Content Carousel Social Feed
Transformational moment:
Simple changes drive results, too.
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

69. #AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

70. #AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

71. Header
Text nav.
Footer
Icon nav.
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

72. Double digit increase in revenue per email
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing

73. #AAEM16
Engage your audience in cool, new ways1
2 Give your audience what they want, how they want, when
they want
3 Simple changes drive results, too

74. Director of Editorial Content,
MarketingSherpa
Speaker Headshot