© 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008  ExactTarget. All Rights Reserved. No ...
<ul><li>ExactTarget is the world’s leading provider of on-demand, one-to-one, marketing software, services, and integrated...
The Evolution of   Marketing Communication
< 1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Di...
The average consumer is exposed to  3000 ad messages  each day.
Welcome to the Digital Age of Direct Marketing
Websites have become the “Hub” of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Bro...
The Buying Process Begins with Website Visit “ 92% of business buyers go online to research products and suppliers.” Sourc...
WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before.  The average sales cycle has become  22...
Email Aids the Decision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase “ Th...
Email is Preferred for Direct Marketing Nearly  two-thirds  of US Internet users  made a purchase  because of a marketing ...
Email is #1 for ROI Source:  The Direct Marketing Association (DMA)  <ul><li>“ Commercial  email ROI will hit $45.65  for ...
5 Tips for Successful Email Marketing
<ul><li>Earn the subscriber’s  trust . </li></ul>5 Tips to Maximize Response
*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive  Consumers are Pushing Back 56% consider messag...
Subscribers Rule! Serve the subscriber’s  needs  … and they  will serve  yours
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 <ul><li>Newsletter content is dynamically personalized based on customer-defined interests and prefe...
<ul><li>Earn the subscriber’s  trust . </li></ul><ul><li>Test  landing page and email creative. </li></ul>5 Tips to Maximi...
Tests that Yield Highest ROI (2007-2008)
To Maximize ROI on ANY Campaign, Use the Following Optimization Sequence <ul><li>Optimize Your Product/Offer (Product/Serv...
The form is lengthy and asks for 11 different pieces of information to subscribe to a “free” publication.  These extra fie...
The form has been reduced from 11 fields to just 3.  The flow of the entire page is shortened, thereby substantially reduc...
Align Landing Page and Email Creative <ul><li>Make sure the email creative and landing page creative tie together. If they...
Engage with Eye-Catching Design  <ul><li>Why this design works </li></ul><ul><li>Emotional, relevant imagery </li></ul><ul...
Engage with Eye-Catching Design  <ul><li>Why this design works </li></ul><ul><li>Logo is in upper left </li></ul><ul><li>T...
<ul><li>Earn the subscriber’s  trust . </li></ul><ul><li>Test  landing page and email creative. </li></ul><ul><li>Deliver ...
Segmentation Doubles Opens and Click Rates
<ul><li>Purpose:  </li></ul><ul><li>To cultivate global prospects by:  </li></ul><ul><li>Providing content, tailored to th...
My EMC Insight  <ul><li>EMC invites email subscribers to identify their geo location and topics of interest. </li></ul><ul...
How EMC Delivers Personalized Content <ul><li>9 Solutions of Interest </li></ul><ul><li>BURA  </li></ul><ul><li>Informatio...
<ul><li>Segmentation Strategy </li></ul>Market  First Prospects Registered Subscribers Defined Interests Content Viewed Su...
<ul><li>TOC (Dynamic Content ) </li></ul><ul><ul><li>Changes by country, user –defined  interests, and buying stage </li><...
<ul><li>Earn the subscriber’s  trust . </li></ul><ul><li>Test  landing page and email creative. </li></ul><ul><li>Deliver ...
<ul><li>Uses email to drive traffic to stores </li></ul><ul><ul><li>Left hand well for national messaging </li></ul></ul><...
Johnston & Murphy Gets It! <ul><li>The Challenge </li></ul><ul><ul><li>Acquire new customers </li></ul></ul><ul><ul><li>Ac...
Example: Online Ordering using Email + SMS <ul><ul><li>Papa John’s uses email to drive registration for its SMS-based onli...
Don’t Ignore Mobile! <ul><li>Mobile is huge! The global mobile market subscriber base reached 3.25 billion in July 07. </l...
Banana Republic Gets It!
Behavioral Targeting Optimizes Relevance Visitor arrives at your website Visitor Profile  Repository Call goes out to Visi...
<ul><li>Earn the subscriber’s  trust . </li></ul><ul><li>Test  landing page and email creative. </li></ul><ul><li>Deliver ...
What Metrics Should Marketers Be Tracking? Metric Definition Value Click-to-open ratio Click rate divided by open rate Pro...
Resources to Help You Improve Your Game
 
 
© 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008  ExactTarget. All Rights Reserved. No ...
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How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMarketing Webinar February 2009

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Joel Book presents "How Email has Revolutionized Direct Marketing" -
Tactics and Techniques to Drive Sales and Keep Customers Connected to Your Brand. This webinar was delivered on February 17th, 2009 with WorkSmart eMarketing for the eMarketing Techniques Webinar Series.

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  • How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMarketing Webinar February 2009

    1. 1. © 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. How Email has Revolutionized Direct Marketing Tactics and Techniques to Drive Sales and Keep Customers Connected to Your Brand Joel Book Director, eMarketing Education ExactTarget, Inc.
    2. 2. <ul><li>ExactTarget is the world’s leading provider of on-demand, one-to-one, marketing software, services, and integrated solutions </li></ul>About ExactTarget FOUNDED IN 2000 400+ EMPLOYEES 30 SALES OFFICES WORLDWIDE 6,000+ CLIENTS OVER 1 BILLION MONTHLY EMAILS
    3. 3. The Evolution of Marketing Communication
    4. 4. < 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
    5. 5. The average consumer is exposed to 3000 ad messages each day.
    6. 6. Welcome to the Digital Age of Direct Marketing
    7. 7. 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
    8. 8. The Buying Process Begins with Website Visit “ 92% of business buyers go online to research products and suppliers.” Source: Forrester Research (July, 2007) “ 51% of consumers are researching on the Internet, then completing their purchases offline.” Source: Jupiter Research The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase Website Visit
    9. 9. 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
    10. 10. 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.” <ul><li>“ 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.” </li></ul><ul><li>Source: Forrester Research </li></ul>
    11. 11. Email is Preferred for Direct Marketing 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
    12. 12. Email is #1 for ROI Source: The Direct Marketing Association (DMA) <ul><li>“ Commercial email ROI will hit $45.65 for every dollar spent in 2008.” </li></ul><ul><li>“ Email produces the highest response rate of direct marketing methods studied.&quot; </li></ul>
    13. 13. 5 Tips for Successful Email Marketing
    14. 14. <ul><li>Earn the subscriber’s trust . </li></ul>5 Tips to Maximize Response
    15. 15. *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive Consumers are Pushing Back 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
    16. 16. Subscribers Rule! Serve the subscriber’s needs … and they will serve yours
    17. 17. HP Sells the Value of Email Registration!
    18. 18. HP invites subscribers to identify preferences for newsletter content
    19. 19. HP explains why these questions are being asked.
    20. 20. HP Technology at Work <ul><li>Newsletter content is dynamically personalized based on customer-defined interests and preferences. </li></ul><ul><li>Special offers, event invitations and alerts are based on HP products used and subscriber-defined product interests. </li></ul>
    21. 21. <ul><li>Earn the subscriber’s trust . </li></ul><ul><li>Test landing page and email creative. </li></ul>5 Tips to Maximize Response
    22. 22. Tests that Yield Highest ROI (2007-2008)
    23. 23. To Maximize ROI on ANY Campaign, Use the Following Optimization Sequence <ul><li>Optimize Your Product/Offer (Product/Service Value Proposition) </li></ul><ul><li>Optimize the Presentation of the Offer (Landing Page and Order Process) </li></ul><ul><li>Optimize the Channel (Email, Mobile, SMS, Voice, etc.) </li></ul>
    24. 24. The form is lengthy and asks for 11 different pieces of information to subscribe to a “free” publication. These extra fields and steps create friction, making it more time consuming and aggravating to complete the offer form. Original Landing Page Objective: Drive Signup for Free Email Newsletter
    25. 25. The form has been reduced from 11 fields to just 3. The flow of the entire page is shortened, thereby substantially reducing friction and increasing conversion. If the additional fields are needed to deliver the final product or service, then move them to an incentivized post-conversion step. Optimized Landing Page
    26. 26. Align Landing Page and Email Creative <ul><li>Make sure the email creative and landing page creative tie together. If they don’t conversion will suffer. </li></ul>Landing Page Email
    27. 27. Engage with Eye-Catching Design <ul><li>Why this design works </li></ul><ul><li>Emotional, relevant imagery </li></ul><ul><li>Clean, uncluttered graphics </li></ul><ul><li>Color backgrounds & borders for content areas </li></ul><ul><li>Buttons, color links to entice responsive action </li></ul><ul><li>Clear call-to-action </li></ul><ul><li>Interactive zones: Q&A, submit tips, survey, share an idea </li></ul>Example: B-to-C
    28. 28. Engage with Eye-Catching Design <ul><li>Why this design works </li></ul><ul><li>Logo is in upper left </li></ul><ul><li>Text headline (not a graphic) is used for main article </li></ul><ul><li>TOC appears in in upper left quadrant </li></ul><ul><li>Color backgrounds & borders for content areas </li></ul><ul><li>Interactive zones: Q&A, submit tips, survey, share an idea </li></ul><ul><li>Type font and size are easy to read. </li></ul>Example: B-to-B
    29. 29. <ul><li>Earn the subscriber’s trust . </li></ul><ul><li>Test landing page and email creative. </li></ul><ul><li>Deliver content personalized to needs and interests. </li></ul>5 Tips to Maximize Response
    30. 30. Segmentation Doubles Opens and Click Rates
    31. 31. <ul><li>Purpose: </li></ul><ul><li>To cultivate global prospects by: </li></ul><ul><li>Providing content, tailored to their country and their specific selected interests. </li></ul><ul><li>Keeping them actively engaged as they move from awareness through consideration to a purchase decision. </li></ul>My EMC Insight
    32. 32. My EMC Insight <ul><li>EMC invites email subscribers to identify their geo location and topics of interest. </li></ul><ul><li>Data is transferred to the EMC Global Marketing Database </li></ul><ul><li>Subscriber-supplied data is used to dynamically personalize email content </li></ul>“ 83% of consumers want more control of what email content they receive.” Source: MarketingSherpa, 2007 Subscription Center
    33. 33. How EMC Delivers Personalized Content <ul><li>9 Solutions of Interest </li></ul><ul><li>BURA </li></ul><ul><li>Information Security </li></ul><ul><li>Business Continuity </li></ul><ul><li>Content Management </li></ul><ul><li>Oracle </li></ul><ul><li>Microsoft </li></ul><ul><li>SAP </li></ul><ul><li>Storage </li></ul><ul><li>Virtualization </li></ul><ul><li>3 Buying Process Stages </li></ul><ul><li>Early: prospect researching a solution </li></ul><ul><li>High level overviews </li></ul><ul><li>Analyst whitepapers </li></ul><ul><li>Middle: prospect evaluating vendors </li></ul><ul><li>Customer case studies </li></ul><ul><li>In-depth technical notes </li></ul><ul><li>Late: prospect ready to buy product or a solution </li></ul><ul><li>Product spec sheets </li></ul><ul><li>Technical whitepapers </li></ul>Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue. My EMC Insight
    34. 34. <ul><li>Segmentation Strategy </li></ul>Market First Prospects Registered Subscribers Defined Interests Content Viewed Subscriber Country Output File For Email My EMC Insight Send My EMC Insight
    35. 35. <ul><li>TOC (Dynamic Content ) </li></ul><ul><ul><li>Changes by country, user –defined interests, and buying stage </li></ul></ul><ul><li>Feature Article (Static Content) </li></ul><ul><ul><li>Features events, products, and content that the whole subscriber base receives </li></ul></ul><ul><li>Other Articles (Dynamic Content) </li></ul><ul><ul><li>Changes by country, user interest and intensity of interest </li></ul></ul><ul><ul><li>Creative expands to allow up to 9 dynamic offers </li></ul></ul>My EMC Insight 2. 3. 1.
    36. 36. <ul><li>Earn the subscriber’s trust . </li></ul><ul><li>Test landing page and email creative. </li></ul><ul><li>Deliver content personalized to needs and interests. </li></ul><ul><li>Align online strategy and process with off-line. </li></ul>5 Tips to Maximize Response
    37. 37. <ul><li>Uses email to drive traffic to stores </li></ul><ul><ul><li>Left hand well for national messaging </li></ul></ul><ul><ul><li>Right hand well for local messaging </li></ul></ul><ul><li>Offers are personalized for individual customer </li></ul><ul><ul><li>One offer for existing favorite </li></ul></ul><ul><ul><li>Second offer promotes trial of new product </li></ul></ul>Cold Stone Creamery Gets It!
    38. 38. Johnston & Murphy Gets It! <ul><li>The Challenge </li></ul><ul><ul><li>Acquire new customers </li></ul></ul><ul><ul><li>Accelerate re-purchase and cross-sell </li></ul></ul><ul><li>The Solution </li></ul><ul><ul><li>Invite opt-in through website and stores </li></ul></ul><ul><ul><li>Automated email campaign triggered by “life-cycle events” (i.e. first purchase) </li></ul></ul><ul><ul><li>Personalized offers based on interest or purchase behavior </li></ul></ul><ul><li>The Results </li></ul><ul><ul><li>New Customers:  Up 29% in last 24 months </li></ul></ul><ul><ul><li>Email Open Rate: Up 18% </li></ul></ul><ul><ul><li>Email Response Rate: Up 44% </li></ul></ul><ul><ul><li>Sales Generated from Email: Up 33% </li></ul></ul>
    39. 39. Example: Online Ordering using Email + SMS <ul><ul><li>Papa John’s uses email to drive registration for its SMS-based online ordering system </li></ul></ul><ul><ul><li>In May, 2008, Papa John’s surpassed $1 Billion in online sales </li></ul></ul><ul><ul><li>Since 2001, customers have placed nearly 60 million orders at papajohns.com </li></ul></ul><ul><ul><li>Online represents more than 20% of total sales </li></ul></ul>
    40. 40. Don’t Ignore Mobile! <ul><li>Mobile is huge! The global mobile market subscriber base reached 3.25 billion in July 07. </li></ul><ul><li>2007 also marked the beginning of a new era for smartphones which overtook sales of PCs and Laptops for the first time. </li></ul><ul><li>The market for smartphones is expected to reach 1 billion units and grow a phenomenal 1600% in the next three years. </li></ul>Sources: The Mobile World, June 07; The Yankee Group; IDC, Gartner, Canalys 2006
    41. 41. Banana Republic Gets It!
    42. 42. Behavioral Targeting Optimizes Relevance 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
    43. 43. <ul><li>Earn the subscriber’s trust . </li></ul><ul><li>Test landing page and email creative. </li></ul><ul><li>Deliver content personalized to needs and interests. </li></ul><ul><li>Align online strategy and process with off-line. </li></ul><ul><li>Measure what matters. </li></ul>5 Tips to Maximize Response
    44. 44. What Metrics Should Marketers Be Tracking? Metric Definition Value Click-to-open ratio Click rate divided by open rate Provides a measure of relevance by removing the unopened emails from the equation. Asks the question: “Once someone opens, how relevant do they find the content? Click times conversion Clickthrough times conversion rate Takes open rates out of the calculation of success and looks at how the campaign performed with recipients who clicked. Revenue per email Total revenue generated by a campaign divided by emails sent Assesses the value of different messages, offers, etc., by comparing the revenue attached to specific campaigns. A good metric with which to communicate the value of email marketing at budget time. Also a powerful metric with which to evaluate the dollar impact of poor deliverability. Order size per email Total orders divided by emails delivered Effective for comparing campaign messaging. Categories based on order size may also be good for segmentation. Leads per email For lead generation- focused marketers — total number of leads divided by emails delivered Allows for easy comparison of offers and lists. Engagement per campaign Based on marketers’ activities Looks at non-financial impact by measuring engagement activities, such as registering, entering a contest, commenting to a list, amending a profile, etc.
    45. 45. Resources to Help You Improve Your Game
    46. 48. © 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008 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: [email_address] Phone: 317.275.5444 Blog: Email Marketing by the Book

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