Email Marketing with Salesforce.com

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This presentation was delivered as part of a webinar for B2B marketers and Salesforce.com users. The presentation has 2 parts: the first covers common email marketing (mis)perceptions, an the second discusses a progressive approach to using Salesforce.com and services that integrate with it for email marketing and marketing automation.

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Email Marketing with Salesforce.com

  1. 1. Email Marketing in aSalesforce.com Idan Carmeli environment Marketing Automation Director idan@service-wise.com
  2. 2. Today’s Agenda• Revisiting Email Marketing 4 perceptions you should take a fresh look at• The journey towards revenue-oriented, sales- aligned email marketing: – Email marketing in Salesforce – Email marketing services that „play nice‟ with Salesforce – Fully integrated marketing automation suites
  3. 3. Revisiting Email Marketing
  4. 4. 1. OPEN RATES MATTER
  5. 5. open rates are notyour most important metric.clickthroughs and conversions are. source:
  6. 6. triggered emailshave 96%higher openrates and 125%higher clickrates than“business asusual” (BAU)messages Source: Epsilon and the DMA‟s Email Experience Council
  7. 7. 2. MY PERFORMANCE METRICS AREGOOD / BAD / AVERAGE / DON‟T KNOW
  8. 8. there‟s no single performance benchmark, buthere are some pointersB2B email newsletters typically range from 5% to 15%highly segmented and personalized email lists (B2B and B2C)are often in the 10% to 20% CTR rangeemail messages with very strong content but sentto unsegmented lists, like many news or trend-typee-newsletters, are often in the 10%-15% range source: Lyris
  9. 9. 3. CONSULTANTS TELL ME THATTIMING / SUBJECT LENGTH / NO. OF LINKS MATTER / DON‟T MATTER
  10. 10. the best advice is…Test.Test.Test.Test again.
  11. 11. a few research-backed tips write short subject lines personalization not very important (but segmentation is!) source: MailerMailer report, 7/11
  12. 12. a few research-backed tips send early in am, and right after work hours include more links, but don‟t overdo it source: MailerMailer report, 7/11
  13. 13. 4. PEOPLE ACTUALLY READ THIS?!
  14. 14. there‟s anart to email.and it‟smostlyaboutcontent.
  15. 15. “in January-March 2012 (Q1-2012) … worldwide spam fell 40% as against that of 2011.” commtouch reportthe good newsabout spam: it‟s upto you.The bad news: nevermake the spam godsangry.
  16. 16. Relevancetiming complianceContent design personalization
  17. 17. BusinessAlignment!
  18. 18. email marketing ispart of the journeytowardstrue revenue-oriented, sales-aligned marketing
  19. 19. step 1(a):email marketing in Salesforce?
  20. 20. step 1(b):… but Salesforce Campaigns are your friend
  21. 21. step 2: email marketing tools that ‘play nice’ with SalesforceiContact Pardot VerticalResponse Lyris ExactTarget
  22. 22. “…I can say without hesitation that there is NO"best" email service provider out there. In fact, Iwould say that they all suck...at one or manythings....you just need to find out what features ofthe suckiness you can live with. ” Source: Andrew Kordek, Founder, TrendlineInteractive on Quora
  23. 23. iContact on Salesforce DEMO
  24. 24. step 3: a fully integratedmarketing automation suite
  25. 25. Increase Marketing Productivity & Sales Alignment with Automation• Run more campaigns with less resources• Create more consistent email follow-up• Streamline lead acquisition and nurturing processes to increase lead volume and conversion• React in time and appropriately to leads‟ online „cues‟• Use the CRM to maintain track record of all marketing and sales engagements 25
  26. 26. Increase Marketing Productivity & Sales Alignment With Automation
  27. 27. What we Covered Today• Email Marketing revisited• Progressive approaches to email marketing in a Salesforce environment: – Within Salesforce – Services that „play nice‟ with Salesforce – Fully integrated marketing automation suites
  28. 28. THANK YOU! to-do today:visit us at service-wise.com

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