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#CNX16
How Smart Brands Use Email toAcquire, Onboard
and Retain Customers
Joel Book
Sr. Director, Digital Marketing Insigh...
Presenters
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email M...
Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may con...
A Time of Seismic Change and Incredible
Opportunity
Marketing: 2016
#CNX16
By 2021,
Digital
Marketing will
account for
of the
marketing
budget.
38%
30%
25%
62%
70% 75%
2011 2016 2021
Digital market...
Marketing has
become a 24/7
quest to deliver
a personalized
customer
experience
Although
today’s
consumers are
multi-channel,
they prefer
Email
of US
consumers prefer
email for receiving
updates and
promotions from
brands.
Source: MarketingSherpa Consumer Purchase P...
of marketers say
email marketing directly
generates ROI
Source: Salesforce - 2016 State of Marketing
Email is the Single Most Important Channel for
Staying Connected throughout the CX Life Cycle
EMAIL
The Customer Experienc...
Examples of
Using Email
for Life Cycle
Marketing
Using Email for
Demand Generation
#CNX16
Scotts uses a
“Lightbox” on its
home page to
invite visitors to
subscribe to My
Turf Tips
My Turf Tips is:
 Produced in 355 unique
versions across the U.S.
 Delivered to more than 2
million subscribers.
My Turf Tips links subscribers
to lawn care and product
information – specific for their
zip code!
My Turf Tips
subscribers are
invited to opt-in
for localized text
alerts.
My Turf Tips text
messages let
customers know
the best time to
apply Scotts
products to get
the best results
Source: Ascend2, "Lead Generation Strategy Trends
Survey Summary Report." July 2015
Email is Most Effective
for Lead Gener...
Volvo Construction Equipment Uses
“Remarketing” Email to Generate Leads that
Help Dealers Sell Pre-Owned Equipment
Product...
Volvo Lead Management Workflow
Salesforce Marketing Cloud integration with
Microsoft Dynamics CRM enables Volvo sales
reps...
Using Email for
Lead Nurturing
#CNX16
Optimizing Lead Nurturing is a MUST!
Sources:
LinkedIn: “The New Formula for Connecting with B2B Buyers”
Business2Communit...
Email is Most Effective
for Lead Nurturing 78% of B2B
marketers say
email is most
effective for lead
nurturing.
Source: As...
Lead Nurturing
Personalized “Thank You” email sent to customer
Volvo Articulated Hauler Video at volvoce.com
• Shopping cart
abandonment email series
• 3 emails over 1 week
• 1st email: Traditional “You
left this in your cart”
mess...
• 2nd email: Suggested
products based on
what was abandoned
• 3rd email: combination of
“You left this in your cart”
and suggested alternative
products
• Thus completes the “cart
aba...
Using Email to
Drive Purchase
#CNX16
• Parent company: P. F. Chang’s
• 190 locations in U.S.
• Offers freshly prepared Asian
items influenced by the cuisines
o...
Pei Wei Asian Diner Uses
In-Store Signage to
Promote a Special Offer
Pei Wei invites restaurant guests to take
advantage o...
Pei Wei guests are
invited to text and
receive a buy-
one, get-one free
coupon each time
a new entrée is
introduced.
Bar-Coded Email
Coupons Drive
Consumers to Stores
Campaign Results:
• In two weeks, Pei Wei
generated 18,000 new
email sub...
Welcome Email
Sent to all New
Email Subscribers
Pei Wei’s email
subscriber base now
exceeds 500,000
ZULILY uses a
“Lightbox” on its
home page to
invite first-time
visitors to
subscribe
• Progressive profiling
campaign
• Gain in-market data
about subscribers’
interests
• Progressive profiling
campaign
• Gain in-market data
about subscribers’
interests
• Uses that data to send
alerts about limited-
quantity deals for that
brand
• This particular alert
arrived late on
Thank...
Using Email to
Onboard New
Customers
#CNX16
PS4 Welcome Series
Objective:
Get PS4 users excited, engaged and playing!
Sony is a client of DigitasLBi
Day 10Day 4Day 1 ...
PS4 Welcome Series
#1: Day 1 - Welcome Email
Subject Line:
Welcome to PS4. Welcome to the future of
gaming
Objective:
Get ...
Subject Line:
Game on. See the latest PS4 gear
Objective:
Drive purchase of another DualShock 4
controller, PS4 remote con...
PS4 Welcome Series
#3: Day 10 - Games
Subject Line:
Check out these PS4 must have titles
Objective:
Drive purchase of anot...
PS4 Welcome Series
#4: Day 14 - PS Plus Intro
Subject Line:
PS4 and PlayStation Plus. The perfect gaming duo
Objective:
Dr...
#5: Day 18 - PS Apps Intro
Subject line:
The best apps are on your PlayStation 4
Objective:
Redeem a code for a free movie...
PS4 Welcome Series
#6: Day 22 - Sony Rewards
Subject Line:
Get more with Sony Rewards
Objective:
Drive linking of Sony
Rew...
PS4 Welcome Series
#7: Day 26 – PlayStation Music via Spotify
Subject Line:
Take gameplay to the next level
Objective:
Dri...
PS4 Welcome Series
#8: Day 31- PS Protection Plan
Subject Line:
Unmatched protection for your PS4
Objective:
Drive protect...
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and c...
Using Email to
Drive Repurchase
or Re-engagement
#CNX16
 Win-back campaign
sent to lapsed
customers
 Personalized subject
line and preheader
text (with unique
discount code)
 Not just about driving
another purchase
 Stresses creating a
Favorites List &
educating their search
engine so it can “...
 Reengagement campaign
sent to inactive subscribers
 Goals:
 Get subscriber to click,
demonstrating that the
email addr...
 On-brand messaging for the
“quirky” car maker
 Provides a variety of “tongue-
in-cheek” reasons that a
subscriber might have for not
responding.
 Appeals to subscribe...
 Any click will do the trick
 Invites the subscriber to click
through to the brand website
and view latest Mini USA
mode...
Using Email to
Empower Brand
Advocates
#CNX16
Dreamfields Uses Email to Stay
Connected to Consumers and
Healthcare Professionals
Dreamfields is a client of
HyperDrive I...
Dreamfields Teams with its
Brand Fans to Fight Hunger
• Conducted 5 “Market Basket”
pasta recipe challenges
• 25 food bloggers submitted
recipes
• Drove over 34,000 pageviews
o...
Used email to:
• Promote The Email
Design Conference
• Drive ticket sales
• Generate tons of
“Earned Media”
through mentio...
Two Objectives:
1. Kickoff sales for the
3-city conference
series
2. Drive awareness of
new #LitmusLive
hashtag
 We accomplished this
by hiding 5 “Golden
Tickets” in the email,
along with lots of Willy
Wonka, Star Wars,
and Harry Pot...
 Used an external CSS
stylesheet to surface
hidden Golden
Tickets, which
subscribers needed to
screenshot and tweet
with ...
 Used dynamic images
to update the “Status
Board” within the
email over 2 days to
announce winners
and commencement
of th...
Over the 2 days of the campaign…
 Nearly sold out of all early bird tickets across all 3 venues
 1,567 total tweets with...
Three Guiding
Truths for
Today’s
Marketing
Leaders
CX is the
Holy Grail
Digital
is King
Email is
#1 for ROI
Get these Great Email Resources!
Awareness
• Don’t Confuse Bad Processes with Bad Subscribers: 3 Pitfalls of Offline Opt-i...
How to get them!
To receive links to our recommended
Email Marketing Resources, just use
MobileConnect™ from Salesforce!
H...
More Great Resources!
2016 State of Marketing Report
Available from Salesforce
Email Marketing Rules (Second Edition)
By C...
Thanks!
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email Mark...
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
How Brands Use Email to Engage Customers at Every Stage of the Life Cycle
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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 1 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 2 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 3 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 4 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 5 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 6 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 7 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 8 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 9 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 10 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 11 How Brands Use Email to Engage Customers at Every Stage of the Life Cycle Slide 12 How Brands 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Email to Engage Customers at Every Stage of the Life Cycle Slide 85
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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

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In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.

In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:

• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers

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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

  1. 1. #CNX16 How Smart Brands Use Email toAcquire, Onboard and Retain Customers Joel Book Sr. Director, Digital Marketing Insight Salesforce Chad White Research Director Litmus Email: The Workhorse of 1:1 Marketing!
  2. 2. Presenters Joel Book Sr. Director Digital Marketing Insight Salesforce Chad White Research Director Litmus Author: Email Marketing Rules @JoelBook @chadswhite #CNX16
  3. 3. Forward-Looking Statements 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.
  4. 4. A Time of Seismic Change and Incredible Opportunity Marketing: 2016 #CNX16
  5. 5. By 2021, Digital Marketing will account for of the marketing budget. 38% 30% 25% 62% 70% 75% 2011 2016 2021 Digital marketing channels Traditional marketing channels
  6. 6. Marketing has become a 24/7 quest to deliver a personalized customer experience
  7. 7. Although today’s consumers are multi-channel, they prefer Email
  8. 8. of US consumers prefer email for receiving updates and promotions from brands. Source: MarketingSherpa Consumer Purchase Preference Survey (August 2015) N=2,021
  9. 9. of marketers say email marketing directly generates ROI Source: Salesforce - 2016 State of Marketing
  10. 10. Email is the Single Most Important Channel for Staying Connected throughout the CX Life Cycle EMAIL The Customer Experience Life Cycle Product Purchase Journeys Product Use & Service Journeys
  11. 11. Examples of Using Email for Life Cycle Marketing
  12. 12. Using Email for Demand Generation #CNX16
  13. 13. Scotts uses a “Lightbox” on its home page to invite visitors to subscribe to My Turf Tips
  14. 14. My Turf Tips is:  Produced in 355 unique versions across the U.S.  Delivered to more than 2 million subscribers.
  15. 15. My Turf Tips links subscribers to lawn care and product information – specific for their zip code!
  16. 16. My Turf Tips subscribers are invited to opt-in for localized text alerts.
  17. 17. My Turf Tips text messages let customers know the best time to apply Scotts products to get the best results
  18. 18. Source: Ascend2, "Lead Generation Strategy Trends Survey Summary Report." July 2015 Email is Most Effective for Lead Generation 48% of B2B marketers say email is most effective for lead generation.
  19. 19. Volvo Construction Equipment Uses “Remarketing” Email to Generate Leads that Help Dealers Sell Pre-Owned Equipment Product Information Landing Page Volvo tracks all leads in CRM system and enables buyer to contact seller directly
  20. 20. Volvo Lead Management Workflow Salesforce Marketing Cloud integration with Microsoft Dynamics CRM enables Volvo sales reps to track leads, manage opportunities Lead report sent via Salesforce Marketing Cloud to Volvo sales rep Personalized “Thank You” email sent to customer Data Cleansing Lead Scoring Data Integration in CRM
  21. 21. Using Email for Lead Nurturing #CNX16
  22. 22. Optimizing Lead Nurturing is a MUST! Sources: LinkedIn: “The New Formula for Connecting with B2B Buyers” Business2Community.com Demand Gen Report: The 2014 B2B Buyer Behavior Survey”
  23. 23. Email is Most Effective for Lead Nurturing 78% of B2B marketers say email is most effective for lead nurturing. Source: Ascend2, "Lead Nurturing Trends Survey Summary Report." December 2015
  24. 24. Lead Nurturing Personalized “Thank You” email sent to customer Volvo Articulated Hauler Video at volvoce.com
  25. 25. • Shopping cart abandonment email series • 3 emails over 1 week • 1st email: Traditional “You left this in your cart” message
  26. 26. • 2nd email: Suggested products based on what was abandoned
  27. 27. • 3rd email: combination of “You left this in your cart” and suggested alternative products • Thus completes the “cart abandonment sandwich”
  28. 28. Using Email to Drive Purchase #CNX16
  29. 29. • Parent company: P. F. Chang’s • 190 locations in U.S. • Offers freshly prepared Asian items influenced by the cuisines of China, Japan, Korea, Vietnam, and Thailand. • Headquarters: Scottsdale, AZ
  30. 30. Pei Wei Asian Diner Uses In-Store Signage to Promote a Special Offer Pei Wei invites restaurant guests to take advantage of a buy-one, get-one free promotion for its new Caramel Chicken entree.
  31. 31. Pei Wei guests are invited to text and receive a buy- one, get-one free coupon each time a new entrée is introduced.
  32. 32. Bar-Coded Email Coupons Drive Consumers to Stores Campaign Results: • In two weeks, Pei Wei generated 18,000 new email subscribers! • Produced coupon redemption rates of 20%!
  33. 33. Welcome Email Sent to all New Email Subscribers Pei Wei’s email subscriber base now exceeds 500,000
  34. 34. ZULILY uses a “Lightbox” on its home page to invite first-time visitors to subscribe
  35. 35. • Progressive profiling campaign • Gain in-market data about subscribers’ interests
  36. 36. • Progressive profiling campaign • Gain in-market data about subscribers’ interests
  37. 37. • Uses that data to send alerts about limited- quantity deals for that brand • This particular alert arrived late on Thanksgiving Day
  38. 38. Using Email to Onboard New Customers #CNX16
  39. 39. PS4 Welcome Series Objective: Get PS4 users excited, engaged and playing! Sony is a client of DigitasLBi Day 10Day 4Day 1 Day 14 Day 31Day 22 Day 26Day 18
  40. 40. PS4 Welcome Series #1: Day 1 - Welcome Email Subject Line: Welcome to PS4. Welcome to the future of gaming Objective: Get customers exploring at www.playstation.com, drive linking of Sony Rewards accounts and email engagement Sony is a client of DigitasLBi
  41. 41. Subject Line: Game on. See the latest PS4 gear Objective: Drive purchase of another DualShock 4 controller, PS4 remote control, wireless headset and camera connection #2: Day 4 – Peripherals Intro PS4 Welcome Series Sony is a client of DigitasLBi
  42. 42. PS4 Welcome Series #3: Day 10 - Games Subject Line: Check out these PS4 must have titles Objective: Drive purchase of another game, Plus subscriptions and linking of Sony Rewards accounts Sony is a client of DigitasLBi
  43. 43. PS4 Welcome Series #4: Day 14 - PS Plus Intro Subject Line: PS4 and PlayStation Plus. The perfect gaming duo Objective: Drive Plus subscriptions and linking of Sony Rewards accounts Sony is a client of DigitasLBi
  44. 44. #5: Day 18 - PS Apps Intro Subject line: The best apps are on your PlayStation 4 Objective: Redeem a code for a free movie for US, and Drive downloads of new apps (specifically those included in the email) for CA US Canada PS4 Welcome Series Sony is a client of DigitasLBi
  45. 45. PS4 Welcome Series #6: Day 22 - Sony Rewards Subject Line: Get more with Sony Rewards Objective: Drive linking of Sony Rewards accounts Sony is a client of DigitasLBi
  46. 46. PS4 Welcome Series #7: Day 26 – PlayStation Music via Spotify Subject Line: Take gameplay to the next level Objective: Drive connection of Spotify accounts Sony is a client of DigitasLBi
  47. 47. PS4 Welcome Series #8: Day 31- PS Protection Plan Subject Line: Unmatched protection for your PS4 Objective: Drive protection plan sales Sony is a client of DigitasLBi
  48. 48. • Welcome email contains engaging content, including articles, pictures, apps, and more
  49. 49. • Welcome email contains engaging content, including articles, pictures, apps, and more
  50. 50. • Welcome email contains engaging content, including articles, pictures, apps, and more
  51. 51. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  52. 52. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  53. 53. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  54. 54. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  55. 55. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  56. 56. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  57. 57. Using Email to Drive Repurchase or Re-engagement #CNX16
  58. 58.  Win-back campaign sent to lapsed customers  Personalized subject line and preheader text (with unique discount code)
  59. 59.  Not just about driving another purchase  Stresses creating a Favorites List & educating their search engine so it can “find the perfect bag for you”
  60. 60.  Reengagement campaign sent to inactive subscribers  Goals:  Get subscriber to click, demonstrating that the email address is still active.  Reconfirm email opt-in permission
  61. 61.  On-brand messaging for the “quirky” car maker
  62. 62.  Provides a variety of “tongue- in-cheek” reasons that a subscriber might have for not responding.  Appeals to subscriber’s individuality and sense of humor
  63. 63.  Any click will do the trick  Invites the subscriber to click through to the brand website and view latest Mini USA models
  64. 64. Using Email to Empower Brand Advocates #CNX16
  65. 65. Dreamfields Uses Email to Stay Connected to Consumers and Healthcare Professionals Dreamfields is a client of HyperDrive Interactive In 10 years, Dreamfields has . . .  Grown its consumer email subscriber base to more than 650,000  Grown its healthcare professionals email subscriber base to more than 50,000
  66. 66. Dreamfields Teams with its Brand Fans to Fight Hunger
  67. 67. • Conducted 5 “Market Basket” pasta recipe challenges • 25 food bloggers submitted recipes • Drove over 34,000 pageviews of the program’s webpage • More than 20,000 votes cast by Dreamfields customers • Over 44,000 social media engagements (clicks, likes, shares, retweets, etc.) • $6,000 donated to food banks Pastapalooza™ V
  68. 68. Used email to: • Promote The Email Design Conference • Drive ticket sales • Generate tons of “Earned Media” through mentions and shares in social media
  69. 69. Two Objectives: 1. Kickoff sales for the 3-city conference series 2. Drive awareness of new #LitmusLive hashtag
  70. 70.  We accomplished this by hiding 5 “Golden Tickets” in the email, along with lots of Willy Wonka, Star Wars, and Harry Potter references
  71. 71.  Used an external CSS stylesheet to surface hidden Golden Tickets, which subscribers needed to screenshot and tweet with the #LitmusLive hashtag
  72. 72.  Used dynamic images to update the “Status Board” within the email over 2 days to announce winners and commencement of the next hunt
  73. 73. Over the 2 days of the campaign…  Nearly sold out of all early bird tickets across all 3 venues  1,567 total tweets with the #LitmusLive hashtag  Only 3 people included our old #TEDC16 hashtag in their tweets  133,306 total impressions on Twitter, plus 243 new followers  Plus, our subscribers had lots of fun!
  74. 74. Three Guiding Truths for Today’s Marketing Leaders CX is the Holy Grail Digital is King Email is #1 for ROI
  75. 75. Get these Great Email Resources! Awareness • Don’t Confuse Bad Processes with Bad Subscribers: 3 Pitfalls of Offline Opt-ins (ExactTarget) • More Fields, Fewer Subscribers (Email Marketing Rules) Evaluation • The Complete Guide to Lead Nurturing (Pardot) • Shopping Cart Abandonment Email Trends (Salesforce) • Try a Cart Abandonment Email ‘Sandwich’ (Cloud.IQ) Purchase • What is Predictive Intelligence—and Why Should Every Marketer Care? (Salesforce) • Four Keys To Improved Subscriber Journey With Progressive Profiling (MediaPost) • The Long and Short of Progressive Profiling (Email Marketing Rules) Usage • How FC Barcelona Incorporates the Latest Email Trends to Drive Higher Engagement (ExactTarget) • 6 Steps to Creating a Successful Welcome Email Experience (Litmus) Repurchase • Winback vs. Re-Engagement: What’s the Difference? (Salesforce) • How to Manage the 3 Kinds of Inactive Email Subscribers (Litmus) • 3 Emails to Send Now to Improve Your Holiday Campaign Results (Litmus) Advocacy • 7 Tips to Turn Existing Customers Into Your Small Biz’s Biggest Advocates (Salesforce) • Uncovering the Metrics Behind an Award-Winning Email (Litmus) • The Viral Email Report: Benchmarks, Tactics, and Topics of the Most Forwarded Emails [eBook] (Litmus)
  76. 76. How to get them! To receive links to our recommended Email Marketing Resources, just use MobileConnect™ from Salesforce! Here’s how . . . To 38767, text the word “Resources” #CNX16
  77. 77. More Great Resources! 2016 State of Marketing Report Available from Salesforce Email Marketing Rules (Second Edition) By Chad White Available at Amazon.com
  78. 78. Thanks! Joel Book Sr. Director Digital Marketing Insight Salesforce Chad White Research Director Litmus Author: Email Marketing Rules @JoelBook @chadswhite #CNX16
  • DaraSchulenberg

    Jun. 8, 2016
  • SukiLeung

    Jun. 1, 2016
  • jtwconf

    May. 31, 2016
  • MariaWachal

    May. 30, 2016
  • karolbzik

    May. 22, 2016

In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer. In this presentation, Joel Book of Salesforce and Chad White of Litmus will share: • Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle • How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent • Creative tips and techniques to optimize email click-through and conversion • How to use email in combination with other channels to engage consumers

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