Presentation deck from Oracle Open World 2014 session

1. The Agile Approach:
Highly Relevant & Personalized
Emails in Real Time
Matt Heinz
President, Heinz Marketing
Oracle OpenWorld 2014 #oow14 @heinzmarketing

2. Housekeeping
1. Copies of this deck
2. Free Extras!
• Secrets to Successful Email Marketing
• Secrets to Successful Content Marketing
• The Modern Marketer’s Field Guide
3. Email me (matt@heinzmarketing.com) or bring me a business
card with what you want
Oracle OpenWorld 2014 #oow14 @heinzmarketing

3. Agile Email: Hacks & Best Practices
1. Planning
2. Process
3. Optimization
4. Measurement
5. Integration
Oracle OpenWorld 2014 #oow14 @heinzmarketing

4. Planning:
1 “No, that is NOT a campaign!”
Oracle OpenWorld 2014 #oow14 @heinzmarketing

5. Planning Best Practices
1. Campaigns vs programs vs “sends”
2. Know the objective (email is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. What is the customer context (i.e. how and when will the email be
received?)
6. How will email integrate with other channels or outreach efforts?
7. Is email really the best channel to drive response?
8. List management (!)
Oracle OpenWorld 2014 #oow14 @heinzmarketing

6. Process:
2 “Why can’t you just send it now?”
Oracle OpenWorld 2014 #oow14 @heinzmarketing

7. Process Best Practices
1. Have a documented production checklist
2. Have a documented quality assurance process
3. Use Litmus to test multiple delivery formats, clients & channels
4. Optimize for HTML, pain text and image-free viewing
5. Require at least three subject line options in your creative brief
6. Require a creative brief (!)
7. Coordination with sales efforts
8. Sales enablement packages to support follow-up
Oracle OpenWorld 2014 #oow14 @heinzmarketing

8. Optimization:
“Counterintuitive 3 usually wins…”
Oracle OpenWorld 2014 #oow14 @heinzmarketing

9. Optimization Best Practices
1. Test days of the week
2. The “from” line – people vs. buildings vs. “do-not-reply”
3. Resend to unread prospects
4. What are you doing with transactional emails?
1. Format, calls to action, etc.
5. Video embeds (one:many and one:one)
6. Mobile optimization
7. Triggered responses (based on lead scoring or predictive analytics)
8. “You” vs “I” messaging
Oracle OpenWorld 2014 #oow14 @heinzmarketing

10. Subject Line Best Practices
1. Test (no subject)
2. The pros & cons of “RE:” and “FW:” subject lines
3. Tease, Personalize, Prioritize, Numbers
4. 35-50 characters max to optimize for opens, 70+ characters to
optimize for clicks
Oracle OpenWorld 2014 #oow14 @heinzmarketing

11. Transactional Email Best Practices
1. Does marketing “own” the email?
2. What else does the recipient need to know?
3. WHEN should they get the email?
4. Transaction vs. Experience
5. Out-of-Office Emails
Oracle OpenWorld 2014 #oow14 @heinzmarketing

12. Other variables to drive response
1. Intro/teaser headers
2. Clarity of call to action
3. Contact information in the salutation
4. PS content
5. PPS content
Oracle OpenWorld 2014 #oow14 @heinzmarketing

13. Measurement:
4 “Did it work?”
Oracle OpenWorld 2014 #oow14 @heinzmarketing

14. Measurement Best Practices
1. Which metrics really matter?
2. Leading vs lagging indicators
3. Integrated systems tracking post-click conversion
4. Long-tail tracking impact (in isolation & across campaigns)
5. Don’t take inactives too seriously
Oracle OpenWorld 2014 #oow14 @heinzmarketing

15. Integraton:
5 “Email does not stand alone …”
Oracle OpenWorld 2014 #oow14 @heinzmarketing

16. Integration Best Practices
1. Channel coordination: Email, Web, social, offline, events, etc
2. Sales coordination: Scheduling, follow-up materials,
email/phone/VM sequences
3. Post-campaign segmentation: Opens, clicks, unresponsives, etc.
4. Progressive profiling
Oracle OpenWorld 2014 #oow14 @heinzmarketing

17. Other apps worth checking out…
• MailCharts – What your competitors are sending…
• TimeTrade – Let prospects schedule meetings with you immediately…
• unroll.me – Unsubscribe from all of your spam at once…
Oracle OpenWorld 2014 #oow14 @heinzmarketing

18. Reminder!
1. Copies of this deck
2. Free Extras!
1. Secrets to Successful Email Marketing
2. Secrets to Successful Content Marketing
3. The Modern Marketer’s Field Guide
3. Email me (matt@heinzmarketing.com) or bring me a business card
with what you want
Oracle OpenWorld 2014 #oow14 @heinzmarketing

19. Thank You!
Oracle OpenWorld 2014 #oow14 @heinzmarketing