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Using Email to Accelerate Marketing & Sales Performance

Joel Book
Joel Book

Email marketing seminar delivered at 2010 NCDM conference, Miami, FL

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Using Email to
 Accelerate Marketing
and Sales Performance
About Joel Book

                                 34 veteran, building and
                                  managing Database Marketing
                                  solutions for BtoB and BtoC
                                  companies
                                 Teach companies how to
Joel Book                         leverage customer data and
                                  marketing technology to drive
Principal, Marketing Research
                                  sales, serve customers, and build
& Education Group
                                  long-term brand loyalty
ExactTarget
                                 Voted one of the “50 Most
   @joelbook                      Influential People in Sales Lead
   jbook@exacttarget.com          Management” in 2009
My Sincere Thanks to our 8,000+ Clients
Using Email to Accelerate Marketing & Sales Performance
Addressable Voice
Marketing 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
Using Email to Accelerate Marketing &amp; Sales Performance

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Using Email to Accelerate Marketing &amp; Sales Performance

  • 1. Using Email to Accelerate Marketing and Sales Performance
  • 2. About Joel Book  34 veteran, building and managing Database Marketing solutions for BtoB and BtoC companies  Teach companies how to Joel Book leverage customer data and marketing technology to drive Principal, Marketing Research sales, serve customers, and build & Education Group long-term brand loyalty ExactTarget  Voted one of the “50 Most @joelbook Influential People in Sales Lead jbook@exacttarget.com Management” in 2009
  • 3. My Sincere Thanks to our 8,000+ Clients
  • 5. Addressable Voice Marketing 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
  • 7. Marketing has shifted from a one-size-fits-all broadcast to a two-way conversation.
  • 8. SERVING has become the new SELLING Customers respond best to information, offers and invitations that are:  Personal  Relevant  Timely
  • 12. • Aid the Buying Process • Improve Customer Service • Maximize Retention
  • 13. How Consumers Begin Their Day 58% of Online Consumers Begin the Day With Email. Source: ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning Full report available at www.exacttarget.com/sff
  • 14. In 2009, email delivered an average ROI of $43.62 per dollar spent. Source: DMA Power of Direct Economic Impact Study
  • 15. In 2009, 82% of top marketers reported that email was their channel of choice for retention. Source: Winterberry Group
  • 16. 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
  • 17. 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.
  • 18. Align Email Objectives to the Marketing Goal The Customer Lifecycle Life Cycle Stage Website Product Product Product Repurchase/ Brand Visit Evaluation Purchase Usage Renewal Loyalty Marketing 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 for Objective 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
  • 19. BEST BUY STAYS CONNECTED AFTER THE SALE
  • 20. MOTORCYCLE SUPERSTORE USES CUSTOMER DATA TO PERSONALIZE PRODUCT OFFERS
  • 21. EMAIL+ANALYTICS RECOVER LOST SALES! SkyMall’s remarketing email campaign increases annual sales by 30%!
  • 22. Expedia’s PreTrip Email Series EXPEDIA PROVIDES • Begins on purchase date and concludes on date of travel RELEVANT INFORMATION • Provides travel itinerary and check-in procedure TO TRAVELERS • Includes links to resources such as hotels, car rental, restaurants
  • 23. Hitachi Data Systems Uses Email as the Backbone of its Global Customer Communications Strategy Webinar Invite Product News Newsletter Product Launch Event Invite
  • 24. MIKE’S USES EMAIL TO DRIVE REPEAT BUSINESS.
  • 25. • Amplifying Your Message • Fueling the Conversation • Attracting New Customers
  • 26. Your Brand Image =Revolutionized the Way Social Media has Sum of All Conversations Brands Engage Customers
  • 27. Social Media Usage (Worldwide) Facebook: 620M active users Twitter: 190M active users LinkedIn: 80M active users You Tube: 300M visitors/month As of 11/10
  • 28. 75% of social media users say email is the best way for companies to communicate with them. MarketingSherpa, 2010
  • 29. PAPA JOHN’S USES EMAIL+SOCIAL MEDIA TO ATTRACT NEW CUSTOMERS
  • 30. DREAMFIELD’S INVITES CUSTOMERS TO SPREAD THE WORD!
  • 31. The Power of Video Since Milwaukee Tools began including links to video showing its tools in action, website traffic has increased 36%!
  • 32. Milwaukee Tools Launched METToolTV on YouTube in November 2008 • 62 Videos Uploaded • 217, 412 Videos Viewed
  • 33. Whole Foods Leverages Twitter • 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
  • 34. Regarding Twitter . . . Whole Foods Chicago Uses Twitter Too! • 5,473 Followers100 @WholeFoodsCHI 66% of Fortune for companies engage • Tweets highlight in-store events, promote customers via Twitter • Twitter usersand answer customer engage special offers, are 3X more likely to with brands than users of other social questions networks
  • 36. Use of Mobile Devices is Exploding Messaging Apps LBS Mobile Web Social
  • 37. Use of Mobile Devices is Exploding Video Email Coupons QR Codes Ads
  • 38. By 2012, global shipments of Smartphones will top 480MM. That’s more than Notebook and Desktop PCs combined! Source: Morgan Stanley Research
  • 39. EMAIL DOMINATES MOBILE WEB TIME 34% of all US mobile subscribers used email on their phones in May 2010. Source: Pew Research Center, 2010
  • 40. EMAIL + MOBILE RETAIL SALES ACCELERATOR Redemption rates Shoppers using for mobile coupons smartphones will are between 5-20%. account for at least $127 billion in 2010 Source: Cellfire, 2010 holiday sales. Source: IDC Retail Insights, Dec. 2, 2010
  • 41. PIER 1 USES SMS TO ADD NEW EMAIL SUBSCRIBERS
  • 42. Belk Uses Mobile Updates to Drive Retail Traffic
  • 43. Ally Bank Invites Customers to Text for Latest Rates 43
  • 46. About Scotts • The Scotts Miracle-Gro Company was founded in 1868 in Marysville, Ohio. • Scotts is the world's largest marketer of branded consumer lawn and garden products, with a full range of products for professional horticulture as well.
  • 47. SELLING BY SERVING ScottsMiracle-Gro Uses Email to Teach Consumers When and How to Use its Products for Best Results
  • 48. Lawn Care Update Facts • 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 Advocates Content is Personalized based on: • Consumer’s Grass Type • Consumer’s Zip Code (Climate Zone) • Weed and Insect Problems www. EXACTTARGETinACTION .com
  • 49. Lawn Care Update The Anatomy of Lawn Care Update • 355 total unique lawn/region combos • 165 regions the US • 8 grass types or blends • Regionalized tips, advice, special offers • Links to articles, blog, videos, and “Scotts Insider” discussion groups www. EXACTTARGETinACTION .com
  • 50. LAWN CARE UPDATE PRODUCES RESULTS Lawn Care Update Subscribers . . .  Apply 16% more Scotts fertilizer per year than those who don’t subscribe.  Are twice as likely to apply the recommended Scotts product.
  • 51. SCOTTS USES EMAIL TO ALERT CUSTOMERS ABOUT POTENTIAL WEED OR INSECT PROBLEMS 1. Last season, Scotts Scotts 2. As report volume observed an increase in calls increased, Scotts decided to regarding 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.
  • 52. SCOTTS USES EMAIL TO PROMOTE ITS BLOG Blogs at Scotts.com • Written by Ashton Ritchie and other industry experts • Reinforces recommendations made in Lawn Care Update
  • 53. SCOTTS USES EMAIL TO DRIVE TRAFFIC TO ITS FACEBOOK PAGE
  • 54. SCOTTS USES FACEBOOK TO INVITE FANS TO BECOME SUBSCRIBERS.
  • 55. SCOTTS INVITES CONSUMERS TO OPT-IN FOR TEXT ALERTS
  • 56. 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 mlb@mlb.com) 2 complete sign-up. H help Std rates apply
  • 57. NEED PERSONALIZED LAWN CARE ADVICE ? SCOTTS HAS AN APP FOR THAT!
  • 59. 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.
  • 60. VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
  • 62. 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
  • 63. VIDEO IS VERY EFFECTIVE FOR EDUCATING BUYERS
  • 64. Lead Management Workflow Volvo CE leads Data cleansing External leads Customer data Marketing data Auto-generated salesman reports Dynamic eMail
  • 65. In 2009, Volvo’s online marketing strategy generated 285 lead conversions representing new equipment sales of $58MM!
  • 66. Used Equipment Volvo Remarketing Services' Weekly Inventory List
  • 67. 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
  • 68. Helping Dealers Sell Used Equipment A CRM-triggered email provides the A CRM-triggered email directs the Volvo CE dealer details about the customer to the correct landing lead. page. Product Detail Landing Page for Customer Lead Notice Email for Dealer
  • 69. @VolvoCE_NA is on Twitter! Attracts prospective customers to the VolvoCE YouTube page. Attracts prospective customers to the VolvoCE website.
  • 70. 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
  • 71. 10 Tips for Effective Digital Marketing
  • 72. 10 Tips for Effective Digital Marketing 1. 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.
  • 73. 10 Tips for Effective Digital Marketing 6. 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.
  • 76. A Single Platform for Interactive Marketing
  • 79. 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
  • 80. 2010 EXECUTIVE SUMMARY Get key findings and takeaways to impact your ROI today! The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive Summary will help you capitalize on the current interactive marketing landscape—in real time, with real results for your business. DOWNLOAD The 2010 Executive Summary: www.exacttarget.com/sff/download
  • 81. 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 2010 Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
  • 82. ExactTarget’s New Digital Marketing Resource Guide Stay Current!! • Websites and Blogs • eNewsletters • Books and Whitepapers • Industry Organizations / Associations • Conferences
  • 83. Thank You! Joel Book ExactTarget ExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook