Open It, Read It, Buy It Email Marketing with the AppExchange


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  • Open It, Read It, Buy It Email Marketing with the AppExchange

    1. 1. Open It, Read It, Buy It: Email Marketing with the AppExchange John Burbridge, Janine Popick, Vertical Response Chris Baggott, Exact Target Track: Marketing Executives
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results 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 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. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at /investor . </li></ul><ul><li>Any unreleased services or features referenced in this or other 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 purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. JOHN BURBRIDGE E-Marketing Manager [email_address]
    4. 4. Agenda <ul><li>How to Create an Email for Response and Delivery </li></ul><ul><ul><li>Deliverability </li></ul></ul><ul><ul><li>Email Compliance </li></ul></ul><ul><ul><li>Creating Your Email </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Lighting Round: Some Advanced Tactics Design For Engagement </li></ul><ul><ul><li>Multivariate Testing </li></ul></ul><ul><ul><li>Dynamic Content </li></ul></ul><ul><ul><li>Dialog Management </li></ul></ul><ul><li>Q&A </li></ul>
    5. 5. JANINE POPICK CEO VerticalResponse [email_address]
    6. 6. Deliverability <ul><li>Gate #1 - The ISP </li></ul><ul><ul><li>Whitelisting - an ISP has the sender’s server name on an approved list that identifies the email and lets it pass through. </li></ul></ul><ul><li>Gate #2 - The Corporate Domain </li></ul><ul><ul><li>Blacklisting Defined - a list of “bad” server addresses that some ISPs and corporations use to block email thought of as having sent SPAM. </li></ul></ul><ul><ul><li>Filtering Software </li></ul></ul><ul><li>Gate #3 - A recipient’s inbox - factors that help you not get filtered </li></ul><ul><ul><li>Proper HTML - </li></ul></ul><ul><ul><li>Avoid SPAM words/tricks </li></ul></ul><ul><ul><li>Get into the Address Book </li></ul></ul><ul><ul><li>Many ISPs will automatically route you to the inbox if you are in the address book </li></ul></ul><ul><ul><li>Include address book instructions after your recipients opt-in </li></ul></ul>Brookstone includes a line at the top of each email asking recipients to add them to their address book.
    7. 7. Email Compliance <ul><li>CAN-SPAM  Act of 2003 </li></ul><ul><li>For Commercial Email Senders </li></ul><ul><li>Federal Legislation </li></ul><ul><li>Gives recipients the right to ask emailers to stop emailing them </li></ul><ul><li>Bans False header information </li></ul><ul><ul><li>Domain name </li></ul></ul><ul><ul><li>Email address </li></ul></ul><ul><ul><li>From label - Must be &quot;From&quot; who the recipient has the relationship with </li></ul></ul><ul><li>Bans deceptive subject lines - must relate to the content </li></ul><ul><li>Requires Opt-out method working and processing for minimum of 30 days after you send your email </li></ul><ul><ul><li>Working return email address </li></ul></ul><ul><ul><li>Internet -based method </li></ul></ul><ul><li>Requires the sender's postal address </li></ul>
    8. 8. Creating Your Email <ul><li>From Label </li></ul><ul><ul><li>Your company name or your email address </li></ul></ul><ul><ul><li>Stick to who you are and avoid changing this </li></ul></ul><ul><li>Subject Line </li></ul><ul><ul><li>Keep it Short - many readers default to 40 characters and cut it off there </li></ul></ul><ul><ul><li>Don’t repeat from label in subject line - space is too valuable </li></ul></ul><ul><ul><li>Don’t overuse the word “free” or symbols “fr^e” - spam technique </li></ul></ul><ul><ul><li>Don’t use excessive punctuation - !!!!! </li></ul></ul><ul><ul><li>Don’t use CAPITALIZATION - email screaming! </li></ul></ul><ul><ul><li>Personalization works </li></ul></ul>
    9. 9. Creating Your Email – Your Creative <ul><li>Avoid large logos at the top - valuable space </li></ul><ul><li>Above the fold - keep the important info here </li></ul><ul><li>Avoid using one large image </li></ul><ul><ul><li>Unsubscribes potentially higher </li></ul></ul><ul><li>Text Only – Corporations </li></ul><ul><li>Font Type - Stick with web-friendly across many browsers </li></ul><ul><ul><li>Arial, Verdana, Trebuchet for san serif Times New Roman, Georgia for serif. </li></ul></ul><ul><li>Font Size </li></ul><ul><ul><li>Avoid too small for readability </li></ul></ul><ul><ul><li>Avoid too large for deliverability. Size 12pt preferred. </li></ul></ul><ul><li>Font Color </li></ul><ul><ul><li>Avoid white on dark background for readability </li></ul></ul><ul><ul><li>Avoid magenta, yellow, green or grey for deliverability </li></ul></ul>This is what a recipient sees when an email is only made up of images and images are not displayed, the unsubscribe…ouch!
    10. 10. Creating Your Email – Your Copy <ul><li>Avoid long copy blocks - this can deter your reader </li></ul><ul><li>Use bullets </li></ul><ul><ul><li>Keep them short and spaced out </li></ul></ul><ul><li>Include many ways a recipient can click to get to your site. </li></ul><ul><li>Relax - “talk” to your user, email can be more personal </li></ul><ul><li>Go ahead and sell, just avoid spammer techniques </li></ul><ul><li>Include your phone number </li></ul><ul><li>Personalization - Good data? </li></ul><ul><li>Postal Address - It’s the law </li></ul><ul><li>Reminders - Remind recipients where they have signed up for your email </li></ul><ul><li>Include a forward to a friend mechanism </li></ul>
    11. 11. Some Ideas on Segmentation… <ul><li>Time of day - Segment your lists by zip code and roll out your campaigns for the time of day when your users will most likely be reading. </li></ul><ul><ul><li>Business to Business? 10-1 </li></ul></ul><ul><ul><li>Business to consumer? Later in the day, Thursday or Friday for weekend events. </li></ul></ul><ul><li>Multi-buyer vs. new customer vs. prospect </li></ul><ul><ul><li>Use custom fields to track these separately and push your prospects and new customers up the food chain. </li></ul></ul><ul><li>Clickers & Openers vs. Non Responders </li></ul><ul><ul><li>Run reports based on who clicked and who opened </li></ul></ul><ul><ul><ul><li>Follow-up campaigns to get them even more interested </li></ul></ul></ul><ul><ul><li>Run reports based on who didn’t click or open - re-mail with a different subject line </li></ul></ul><ul><li>Recency </li></ul><ul><ul><li>Segment your older customers from your newer ones and target different messages. A 6-12 month customer is harder to communicate to than 1-3 month purchaser. </li></ul></ul>
    12. 12. CHRIS BAGGOTT CMO ExactTarget [email_address]
    13. 13. <ul><li>Design For Engagement </li></ul><ul><li>Multivariate Testing </li></ul><ul><li>Dynamic Content </li></ul><ul><li>Dialog Management </li></ul>Lighting Round: Some Advanced Tactics
    14. 14. Now that handheld devices have become ubiquitous, subscribers have a lot of choice as to how they interact with your email. Design has to be flexible enough to deliver your message to various media in formats that work. This goes beyond HTML vs. Text. Handheld Devices
    15. 15. <ul><li>Multipart MIME won’t help </li></ul><ul><ul><li>Most PDAs think they can display HTML but often nothing shows up. Test your HTML on a handheld before you deliver. </li></ul></ul><ul><li>Add an ALT Tag </li></ul><ul><ul><li>Without an alternative text tag (ALT tag), the PDA will default to HTML and will show image codes and programming strings. ALT tags will enable your PDA to render the e-mail in a simple, readable format without affecting how the e-mail will look on your computer. </li></ul></ul><ul><li>Get to the point </li></ul><ul><ul><li>Put text copy as close to the top of your e-mail as possible. You have to get to the point quickly in text format. </li></ul></ul><ul><li>Do not top load with images </li></ul><ul><ul><li>If you make subscribers scroll through long links, they will hit “delete.” Pull the ads lower or put some interesting copy above all the HTML and links. </li></ul></ul><ul><li>Ask readers to hang in there </li></ul><ul><ul><li>Put a text line above the ads and header telling readers their attention to the e-mail will be worthwhile. This might go unnoticed in the full rendering of the desktop view but will stand out strongly in the handheld view. </li></ul></ul><ul><li>Stop asking to be added to the address book </li></ul><ul><ul><li>This message takes up the entire content area on a handheld. Once a subscriber has added you to her address book, stop asking. This data should become an attribute and marketers should use dynamic content to send that note only to those who have not already clicked. </li></ul></ul>Handheld Devices
    16. 16. <ul><li>Industry statistics show that email open rates are declining, indicating that a significant number of subscribers are keeping their images turned off. </li></ul>All screen shots courtesy of: Image Suppression
    17. 17. How does your email appear in the preview folder? All screen shots courtesy of: Previewing
    18. 18. 100s of Potential “Success Factors” 32 So what matters in email?
    19. 19. Testing & Optimization
    20. 20. Testing & Optimization
    21. 21. Multi-Variable Testing: which approach is best?
    22. 22. Testing & Optimization
    23. 23. Dynamic Content
    24. 24. Dynamic Content
    25. 27. Dialog Management Makes Email Easy New Customer New Prospect No Purchase in 30 Days Web Activity Welcome Message & Cycle Special Offer Survey? Customized Content
    26. 28. Case Study: Automated Mailing System (AMS) <ul><li>Specific emails sent to a Customer or Lead determined by date action occurs. </li></ul><ul><ul><li>A Customer receives a &quot;Check-In&quot; email 25 days after making a purchase. </li></ul></ul><ul><ul><li>A Lead receives a &quot;Product Comparison&quot; email 12 days after requesting product information. </li></ul></ul>
    27. 29. Confidential & Proprietary SOLUTION An automated workflow integrating the two systems. “ Automated Mailing System (AMS)” Case Study: Automated Mailing System (AMS)
    28. 30. “ Automated Mailing System (AMS)” Case Study: Automated Mailing System (AMS) <ul><ul><li>Approximately 2,700 targeted emails automatically sent per day </li></ul></ul><ul><ul><li>Lactagen has seen a 47% increase in sales since launching the AMS driven program </li></ul></ul>
    29. 31. Janine Popick CEO Chris Baggott CMO QUESTION & ANSWER SESSION VerticalResponse ExactTarget
    30. 32. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) on the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>Save time! Use your cell phone or mobile device to send Feedback via SMS/Text Messaging! Send a message to 26335 In the message body: Session 201, #### For example, “ Session 123, 5555 ” Session ID: 201 Session ID # Scores for 4 categories SMS Voting powered by: