Using Email to Accelerate Marketing & Sales Performance
Using Email to Accelerate Marketingand Sales Performance
About Joel Book 34 veteran, building and managing Database Marketing solutions for BtoB and BtoC companies Teach companies how toJoel Book leverage customer data and marketing technology to drivePrincipal, Marketing Research sales, serve customers, and build& Education Group long-term brand loyaltyExactTarget Voted one of the “50 Most @joelbook Influential People in Sales Lead email@example.com Management” in 2009
Addressable VoiceMarketing Media Evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2010 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Networks Social Networks Mobile Web Behavioral Mobile Web Social Media & Ads Virtual Worlds Widgets Twitter
Marketing hasshifted from aone-size-fits-allbroadcast to atwo-wayconversation.
SERVING has become the new SELLINGCustomers respond bestto information, offersand invitations that are: Personal Relevant Timely
Your BrandEvangelistshave becomeYour BestMarketers
• Aid the Buying Process• Improve Customer Service• Maximize Retention
How Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERSReport #1, Digital Morning Full report available at www.exacttarget.com/sff
In 2009, emaildelivered anaverage ROI of$43.62 perdollar spent.Source: DMAPower of DirectEconomic Impact Study
In 2009, 82% oftop marketersreported thatemail was theirchannel ofchoice forretention.Source: Winterberry Group
Customer Engagement Begins at Your Website Word of Mouth Search Engine Sponsored Marketing Events Webinars Direct Mail Public Relations Website Trade Shows Online Print Advertising Advertising Corporate Broadcast Blogs Advertising Social Networks
Email: The Backbone of Customer Engagement The Customer Life Cycle Website Product Product Product Repurchase/ Brand Visit Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . . • Email aids the buying process. • Drives repeat usage. • Keeps the customer connected to your company.
Align Email Objectives to the Marketing Goal The Customer LifecycleLife Cycle Stage Website Product Product Product Repurchase/ Brand Visit Evaluation Purchase Usage Renewal LoyaltyMarketing Attract Engage Convert Serve Renew Reward Goal • Send Welcome • Provide Information • Promote related • Send purchase • Invite customer • Ask for referral to Email; Thank to aid purchase products/services transaction to join discussion friend or colleague customer for decision • Provide links to confirmation group on website • Invite customer to visiting website • Send invitations to endorsements and • Thank customer • Provide links to contribute to blog Email • Provide link to webinars and live videos from for purchase product-related • Reward customer forObjective Preference Center; events satisfied customers • Invite feedback resources on loyalty. Invite customer to • Invite product • Reinforce the value and reviews website identify product demonstration or they will receive • Send product • Provide incentive needs and trial from becoming a news and service to renew or interests customer updates repurchase • Send triggered • Send purchase- alerts triggered cross- sell offer
MOTORCYCLE SUPERSTORE USESCUSTOMER DATA TO PERSONALIZE PRODUCT OFFERS
EMAIL+ANALYTICSRECOVER LOST SALES! SkyMall’s remarketing email campaign increases annual sales by 30%!
Expedia’s PreTrip Email Series EXPEDIA PROVIDES • Begins on purchase date and concludes on date of travelRELEVANT INFORMATION • Provides travel itinerary and check-in procedure TO TRAVELERS • Includes links to resources such as hotels, car rental, restaurants
Hitachi Data Systems Uses Email as the Backbone of its Global Customer Communications StrategyWebinar Invite Product News Newsletter Product Launch Event Invite
Whole Foods Leverages Twitter• 1,804,829 Followers• Tweets respond to customer questions,and invite customers to opt-in to WholeFoods’ email newsletter
Regarding Twitter . . .Whole Foods Chicago Uses Twitter Too!• 5,473 Followers100 @WholeFoodsCHI 66% of Fortune for companies engage• Tweets highlight in-store events, promotecustomers via Twitter• Twitter usersand answer customer engagespecial offers, are 3X more likely towith brands than users of other socialquestionsnetworks
Use of Mobile Devices is ExplodingMessaging Apps LBS Mobile Web Social
Use of Mobile Devices is Exploding Video Email Coupons QR Codes Ads
By 2012, globalshipments ofSmartphoneswill top 480MM.That’s more thanNotebook andDesktop PCscombined!Source: Morgan Stanley Research
EMAIL DOMINATES MOBILE WEB TIME34% of all USmobile subscribersused email on theirphones in May 2010.Source: Pew Research Center, 2010
EMAIL + MOBILE RETAIL SALES ACCELERATORRedemption ratesShoppers usingfor mobile couponssmartphones willare between 5-20%.account for at least$127 billion in 2010Source: Cellfire, 2010holiday sales.Source: IDC Retail Insights, Dec. 2, 2010
Belk Uses Mobile Updates to DriveRetail Traffic
Ally Bank InvitesCustomers to Text for Latest Rates 43
About Scotts• The Scotts Miracle-Gro Company was founded in 1868 in Marysville, Ohio.• Scotts is the worlds largest marketer of branded consumer lawn and garden products, with a full range of products for professional horticulture as well.
SELLING BY SERVING ScottsMiracle-Gro UsesEmail to Teach ConsumersWhen and How to Use itsProducts for Best Results
Lawn Care UpdateFacts• Started in Spring 2000• Subscribers: 1,500,000+Scotts Uses Lawn Care Update. . .• To Educate Consumers• To Drive Traffic to Channel Partners•To Create Brand AdvocatesContent is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems www. EXACTTARGETinACTION .com
Lawn Care UpdateThe Anatomy of Lawn Care Update• 355 total unique lawn/region combos • 165 regions the US • 8 grass types or blends• Regionalized tips, advice, specialoffers• Links to articles, blog, videos, and“Scotts Insider” discussion groups www. EXACTTARGETinACTION .com
LAWN CARE UPDATE PRODUCES RESULTSLawn Care Update Subscribers . . . Apply 16% more Scotts fertilizer peryear than those who don’t subscribe. Are twice as likely to apply therecommended Scotts product.
SCOTTS USES EMAIL TO ALERT CUSTOMERS ABOUT POTENTIAL WEED OR INSECT PROBLEMS1. Last season, Scotts Scotts 2. As report volumeobserved an increase in calls increased, Scotts decided toregarding Grub infestation in alert its customers.Northeast and Midwest 3. Scotts sent Lawn Care Update with information on GrubEx® to customers who could be affected.
SCOTTS USES EMAIL TO PROMOTE ITS BLOGBlogs at Scotts.com • Written by Ashton Ritchie and other industry experts • Reinforces recommendations made in Lawn Care Update
SCOTTS USES EMAIL TO DRIVE TRAFFIC TO ITS FACEBOOK PAGE
SCOTTS USES FACEBOOK TO INVITE FANS TOBECOME SUBSCRIBERS.
SCOTTS INVITES CONSUMERS TO OPT-IN FOR TEXT ALERTS
SCOTTS USES DIRECT RESPONSE TEXT TO MAKE OPT-IN EASY Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT firstname.lastname@example.org) 2 complete sign-up. H help Std rates apply
NEED PERSONALIZEDLAWN CARE ADVICE ? SCOTTS HAS AN APP FOR THAT!
Volvo Construction Equipment• VCE is part of Volvo Group; Started in 1832• Products and services are offered in more than 125 countries through proprietary or independent dealerships.• Volvo machines are used for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.
VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
The Monthly eMail Newsletter delivers latest news on Volvo products and services to 85,000 customers.1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.2. Interactive Functionality – Adding video links has allowed Volvo to gather immediate feedback on product interest.3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re- design.4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate
Used EquipmentVolvo Remarketing Services Weekly Inventory List
The Remarketing Email is for select customers who request used equipment alerts.1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30%.2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.3. Response Metrics – – Average 21% Open Rate – Average a 11% Click Through Rate
Helping Dealers Sell Used EquipmentA CRM-triggered email provides the A CRM-triggered email directs theVolvo CE dealer details about the customer to the correct landinglead. page. Product Detail Landing Page for Customer Lead Notice Email for Dealer
@VolvoCE_NA is on Twitter!Attracts prospectivecustomers to theVolvoCE YouTube page. Attracts prospective customers to the VolvoCE website.
Volvo Construction Marketing Technology• All email planned and executed through integration of email and CRM• Leads get to Volvo sales reps www.volvoce.com more quickly Landing Pages, Registration Pages• Eliminates manual lead entry Product Microsites, Webcasts / Podcasts Total Integration• Ability to measure Campaign Tracking & Lead Scoring of Customer Data campaign effectiveness Email and Social Media Communications Marketing Database
10 Tips for Effective Digital Marketing1. Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.2. Use SEO (Search Engine Optimization) to attract prospective email subscribers to your website.3. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.4. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)5. Create a Subscriber Preference Center. Use it to identify customer needs and interests.
10 Tips for Effective Digital Marketing6. Develop email programs that deliver information, offers and invitations that “serve” the customer.7. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.8. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).9. Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.10. Automate email communications by integrating email technology with CRM and e-commerce systems.
How 1,500 adults use Email, Facebook & Twitter.Get the 6 part report! Send the following text message:• To: 38767• Message: Research (SPACE) Your Email Address
2010 EXECUTIVE SUMMARYGet key findings andtakeaways to impact yourROI today!The SUBSCRIBERS, FANS, &FOLLOWERS 2010 ExecutiveSummary will help you capitalize onthe current interactive marketinglandscape—in real time, with realresults for your business.DOWNLOAD The 2010 Executive Summary:www.exacttarget.com/sff/download
ExactTarget’s New Design Toolkit Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design. In this three-part kit, we’ll help you master three important facets of interactive design: 1. Design Philosophy. Seven Design Principles That Will Drive Customer Engagement 2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels 3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Digital Marketing Resource Guide Stay Current!! • Websites and Blogs • eNewsletters • Books and Whitepapers • Industry Organizations / Associations • Conferences
Thank You! Joel Book ExactTarget ExactTarget, Inc.email@example.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook