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Build Smarter Emails to Improve
Results and Boost ROI
Ben Pippenger
Sr. Director, Product Management - Email
bpippenger@sa...
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-lo...
Me Slide 10 years working in Email
Supported some of our largest
customers; Microsoft, Gap Inc.
Nike, HTC
Head up our Emai...
Send the
RIGHT MESSAGE
To the
RIGHT PERSON
At the
RIGHT TIME
On the
RIGHT CHANNEL
How Many Have Heard This Before?
 SMART...
Email is the Cornerstone of Digital Marketing
“For every $1 spent on email
the return is $42.08.”
“Nearly a third of all o...
“Over 183 Billion emails sent everyday” Marketing
Profs
Only 7B people on the planet that’s 26 emails per
person per day
“...
And you’re no longer competing
with just your peers.
You’re Competing with Brands That Provide Customer Journeys
Plans every step for driver and riderKnows you better than you...
So How Do You Make Your Email Smart?
Integrate all your
customer data
Deliver 1:1 emails to
every device
React to customer...
The Customer Journey Starts with Email
Promotional Personalized Targeted Dynamic Predictive
From: NTO
Subject: Sale
20% off all
Outdoor Gear
Promotional
Craft Your Core Messaging
Great Emails Requires a Solid Foundation
Drag and Drop Content Creation
Integrated A/B Testing
Mobile Optimized Templates
...
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
20% off all
Outdoor Gear
Promotional Per...
Behind Every Email is a Customer
Capture Users from Mobile, Social, and Web
Manage Subscriber Attributes and Profiles
Intu...
Needed a way to manage multiple email lists and dozens of email campaigns
Optimized emails and developed a re-opt-in campa...
Understanding the Different Parts of Your Audience
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sal...
Acknowledge Different Audiences for a Better Experience
Drag and Drop Audience Segmentation
Prebuilt Playbooks – Welcome a...
American Apparel Automates Email Across the Customer Journey
Utilizes segmentation within the Marketing Cloud to send emai...
Creating a Different Messages for Each Audience
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
D...
Every Customer is Looking for Something Different
Drag and Drop Dynamic Content Creation
Dynamic Subject Lines
Automated C...
Talking to an Audience of 1 at Scale
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Blake
2...
Anticipate Your Customers’ Needs with Predictive Intelligence
Drag and Drop Predictive Content Creation
Streaming Catalog ...
“Our goal is to present the
customer with content that
is relevant, not invasive.”
Automated emails with helpful content b...
1:1 Messages along Every Step of the Journey
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear...
Responding with Email at the Right Time in Context
Listen for Event to Drive Real-Time Email
Utilize Data to Trigger Messa...
“Marketing Cloud helps us
tackle our toughest
challenges.”
New Customer email campaign powered by Journey Builder
Connects...
Where Do You Start?
Salesforce.com/5blueprints
5 Blueprints for Smarter Emails
More than just an email, create a series
Be ready for cross device readership
Include personal information and ask more
qu...
Include account details
Use behavioral data like browsing
history and Predictive Intelligence
Bring in localized dynamic c...
Create a pre-event series to get them excited
Add email messages during and after the event
Include live content that can ...
For product or shipping confirmations include
images of what was purchased
Use data to recommend related products or
acces...
Include names and images of what was left
behind
The bigger the cart the greater the follow-up
Make sure subscribers are a...
Salesforce.com/5blueprints
Thank you
Ben Pippenger
Sr. Director, Product Management - Email
bpippenger@salesforce.com
@benpipp
The Leader in Email
Predictive Intelligence
Personalize every experience
Journey Platform
Build & leverage custom apps
Scalability & Infrastru...
Powering Success in Every Industry
Technology
Financial Services
& Insurance
3.1B
API calls
in a month
100TB
stored by a
s...
Marketing Cloud Clear Leader in G2 Crowd Grid
Highest scores in both customer satisfaction and market presence
Browse & tag all of your content in one place
Easy drag-and-drop interface
Build & preview simultaneously
Build simply wit...
Predictive Decisions
2015Q1
Smarter Email
Create new content, product, or banner
recommendations in-line
Powered by Predic...
True to the Core
- Link changing
- Header & Footer Management
- Clear TS Queue
- Unarchrive a trigger send
- Performance I...
Email Send Activity
2015Q1
Email in Journey Builder
Create emails directly in the Journey Builder
interface
Add event-base...
Build smarter emails to improve results and boost ROI
Build smarter emails to improve results and boost ROI
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Build smarter emails to improve results and boost ROI

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Build smarter emails to improve results and boost ROI

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Build smarter emails to improve results and boost ROI

  1. 1. Build Smarter Emails to Improve Results and Boost ROI Ben Pippenger Sr. Director, Product Management - Email bpippenger@salesforce.com @benpipp London Salesforce World Tour - Marketing Cloud Email
  2. 2. 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 any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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. Safe Harbor
  3. 3. Me Slide 10 years working in Email Supported some of our largest customers; Microsoft, Gap Inc. Nike, HTC Head up our Email Product Management team
  4. 4. Send the RIGHT MESSAGE To the RIGHT PERSON At the RIGHT TIME On the RIGHT CHANNEL How Many Have Heard This Before?  SMART EMAIL 
  5. 5. Email is the Cornerstone of Digital Marketing “For every $1 spent on email the return is $42.08.” “Nearly a third of all online purchases begin with a click of an email.”
  6. 6. “Over 183 Billion emails sent everyday” Marketing Profs Only 7B people on the planet that’s 26 emails per person per day “On average, consumers receive 416 commercial messages a month” Return Path 416 messages a month, is almost 5,000 per year. How do you not get lost in the noise But It’s Noisier than Ever Before 183,000,000 416 / Month
  7. 7. And you’re no longer competing with just your peers.
  8. 8. You’re Competing with Brands That Provide Customer Journeys Plans every step for driver and riderKnows you better than you know yourself
  9. 9. So How Do You Make Your Email Smart? Integrate all your customer data Deliver 1:1 emails to every device React to customers in real-time Consolidate point solutions
  10. 10. The Customer Journey Starts with Email Promotional Personalized Targeted Dynamic Predictive
  11. 11. From: NTO Subject: Sale 20% off all Outdoor Gear Promotional Craft Your Core Messaging
  12. 12. Great Emails Requires a Solid Foundation Drag and Drop Content Creation Integrated A/B Testing Mobile Optimized Templates 53% Emails are opened on Mobile Promotional Emails
  13. 13. From: NTO Subject: Sale 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear Promotional Personal Improve the Performance of Your Emails with Personalization
  14. 14. Behind Every Email is a Customer Capture Users from Mobile, Social, and Web Manage Subscriber Attributes and Profiles Intuitive Graphic Campaign Reporting 14% Personalized emails improve click-through rate by an average of 14% Personalize Every Interaction
  15. 15. Needed a way to manage multiple email lists and dozens of email campaigns Optimized emails and developed a re-opt-in campaign Resulted in a significant boost in open rates and the overall list performance has improved dramatically Hershey Entertainment & Resorts Drives Consumer Engagement
  16. 16. Understanding the Different Parts of Your Audience From: NTO Subject: Sale 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear From: NTO Subject: Sale Dear Gordon 20% off all Outdoor Gear Promotional Personal Segmented
  17. 17. Acknowledge Different Audiences for a Better Experience Drag and Drop Audience Segmentation Prebuilt Playbooks – Welcome and Birthday Series Import Data from Any Source Segmenting Your Subscribers 30% Segmented email campaigns produce 30% more opens than undifferentiated messages
  18. 18. American Apparel Automates Email Across the Customer Journey Utilizes segmentation within the Marketing Cloud to send emails for 14+ languages Manages abandoned cart emails with Automation Studio to reengage with customers Filters and measures content within the Marketing Cloud to segment subscribers and manage lists
  19. 19. Creating a Different Messages for Each Audience From: NTO Subject: Sale 20% off all Outdoor Gear From: NTO Subject: Sale Dear Blake 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear From: NTO Subject: Sale Dear Gordon 20% off all Outdoor Gear Promotional Personal Segmented Dynamic Nearby Store Local Events Special Offers Top Selling items Time or date specific content
  20. 20. Every Customer is Looking for Something Different Drag and Drop Dynamic Content Creation Dynamic Subject Lines Automated Campaigns Based on Individuals 18x Relevant emails facilitated by dynamic tags are capable of driving 18 times more revenue, as compared to broadcast emails – Email Monks Dynamic Content for Better Experience
  21. 21. Talking to an Audience of 1 at Scale From: NTO Subject: Sale 20% off all Outdoor Gear From: NTO Subject: Sale Dear Blake 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear From: NTO Subject: Sale Dear Gordon 20% off all Outdoor Gear Promotional Personal Segmented Predictive Cart Abandoned Recently viewed items Suggested Items Dynamic Nearby Store Local Events Special Offers Top Selling items Time or date specific content
  22. 22. Anticipate Your Customers’ Needs with Predictive Intelligence Drag and Drop Predictive Content Creation Streaming Catalog and Web data Pre-built Predictive Algorithms 25% Conversion from email increases by 25% when content includes predictive Integrated Predictive Intelligence
  23. 23. “Our goal is to present the customer with content that is relevant, not invasive.” Automated emails with helpful content based on the customer's browsing activity Incorporated in-store purchase data with online reviews to predict product recommendations Segment customers by zip code for local store openings and special events Room & Board Helps Customers Complete the Room with Marketing Cloud Kimberly Ruthenbeck, Director of Web Customer Experience
  24. 24. 1:1 Messages along Every Step of the Journey From: NTO Subject: Sale 20% off all Outdoor Gear From: NTO Subject: Sale Dear Blake 20% off all Outdoor Gear From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear From: NTO Subject: Sale Dear Gordon 20% off all Outdoor Gear Promotional Personal Segmented Predictive Automated Receipt with suggested complementary items Shipping confirmation with a future offer Customer Service Survey after talking to call center Cart Abandoned Recently viewed items Suggested Items Dynamic Nearby Store Local Events Special Offers Top Selling items Time or date specific content +20% in Opens
  25. 25. Responding with Email at the Right Time in Context Listen for Event to Drive Real-Time Email Utilize Data to Trigger Message Leverage the Power of Transactional Emails to Drive Engagement 152% Triggered messages average 152% higher click-through rates than "business as usual" marketing messages. -EmailInstitute Event Triggered Emails
  26. 26. “Marketing Cloud helps us tackle our toughest challenges.” New Customer email campaign powered by Journey Builder Connects with customers across email, mobile, and social Increased open rates from 43.4% to 46%, and click through rates from 6.7% to 10.6% Chemical Bank Reimagines What it Means to be a Community Bank Megan Burr, Digital Marketing Coordinator
  27. 27. Where Do You Start? Salesforce.com/5blueprints
  28. 28. 5 Blueprints for Smarter Emails
  29. 29. More than just an email, create a series Be ready for cross device readership Include personal information and ask more questions Do be afraid to send a follow-up or two Welcome Emails Making a Great First Impression
  30. 30. Include account details Use behavioral data like browsing history and Predictive Intelligence Bring in localized dynamic content Promotional Emails Get Personal and Make an Offer They Can’t Refuse
  31. 31. Create a pre-event series to get them excited Add email messages during and after the event Include live content that can adapt based on subscribers’ actions Create dynamic content for different attendee groups Event Emails Creating an Engaging Event
  32. 32. For product or shipping confirmations include images of what was purchased Use data to recommend related products or accessories Include seasonal messaging Encourage sharing with social calls to action Transactional Emails React to Your Customers on Their Schedule
  33. 33. Include names and images of what was left behind The bigger the cart the greater the follow-up Make sure subscribers are aware of all current offers Include product reviews if available Cart Abandonment Email Wait…Don’t Leave
  34. 34. Salesforce.com/5blueprints
  35. 35. Thank you Ben Pippenger Sr. Director, Product Management - Email bpippenger@salesforce.com @benpipp
  36. 36. The Leader in Email
  37. 37. Predictive Intelligence Personalize every experience Journey Platform Build & leverage custom apps Scalability & Infrastructure Scale campaigns reliably Integration Align across IT systems Marketing Cloud Helps You Get Personal
  38. 38. Powering Success in Every Industry Technology Financial Services & Insurance 3.1B API calls in a month 100TB stored by a single customer 21B messages sent in a month 99.96% product uptime Travel & Hospitality Internet & eCommerce Retail/CPG Communications & Media
  39. 39. Marketing Cloud Clear Leader in G2 Crowd Grid Highest scores in both customer satisfaction and market presence
  40. 40. Browse & tag all of your content in one place Easy drag-and-drop interface Build & preview simultaneously Build simply with content blocks Streamlined editing experience Content Management & Editing 2015Q3 Content Tools
  41. 41. Predictive Decisions 2015Q1 Smarter Email Create new content, product, or banner recommendations in-line Powered by Predictive Intelligence Syncs automatically with your catalog and web data through PI Collect Analyzes over 25 attributes to generate recommendation
  42. 42. True to the Core - Link changing - Header & Footer Management - Clear TS Queue - Unarchrive a trigger send - Performance Improvements - Migration to latest products  Drag and Drop segmentation, Automation Studio
  43. 43. Email Send Activity 2015Q1 Email in Journey Builder Create emails directly in the Journey Builder interface Add event-based emails to journeys in Journey Builder Add batch campaigns to Journey Maps

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