The document discusses the future of email marketing. It notes that email is a linchpin in the customer journey and high performing marketers take sophisticated approaches to email, such as personalizing emails based on audience segments and triggering personalized emails in real time based on events. It also summarizes key findings from a State of Marketing survey, including that high performing marketers are more likely to integrate systems to create a single view of the customer and see customer satisfaction as their top measure of success.

1. The Future of Email
Email is the linchpin of the Customer Journey
Blake Miller
Director, Product Marketing
blake.miller@salesforce.com
@BBlakeMiller

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3. IoT
Data
Science
Social
Mobile
Cloud
Billions
of connections
Trillions
of connections
MillionsThousands
The Age of the Customer
Everything and everyone is connected
LAN/WAN
Client
Server
SNA
Mainframe
Terminal

4. Connect to Your Customers in a Whole New Way
Apps & Products
Connected
faster case
resolution
66%
Employees
Connected
Partners
Connected
Communities
Connected

5. Join Your Customers on a 1-to-1 Journey
Email
Mobile
Web
Social
Advertising
Sales data
Service cases
IoT data
Communities
Apps
Analytics

6. State of Marketing Survey

7. What we were looking for:
Overall trends changing the role
of marketing
How high performers approach
the customer journey and
experience
Key insights on primary digital
marketing channels
Nearly 4,000 Marketing Leaders Surveyed Worldwide
Exclusive to marketers holding leadership roles
1706
353
1190
726

8. About the Respondents
Self-identified according to performance level
Respondents identified as…
High Performers
“Extremely satisfied” with the
current outcomes of their company’s
marketing investment
Moderate Performers
“Very or moderately satisfied” with the current
outcomes of their company’s marketing
investment
Underperformers
“Slightly or not at all satisfied” with the current
outcomes of their company’s marketing
investment
18%
68%
14%

9. Customer Satisfaction is #1
Customer Success Stats from 2016 State of Marketing Report
35%
33%
22%
Customer Satisfaction
Revenue Growth
Customer Acquisition
A Marketer’s First Measure of Success

10. Cross-Channel Journeys Drive Results
Source: Salesforce, 2016 State of Marketing Report
Percentage who strongly agree with each statement
65%
23%
7%
61%
22%
6%
Has adopted a
customer journey
strategy as part
of its overall
business strategy
Is actively
mapping
the customer
journey
High Performers Moderate Performers Underperformers

11. Email Marketing Takeaways

12. 60%
21%
4%
Top Marketers Create a Single View of the Customer
13.7x more likely to integrate systems supporting single view
Marketers who strongly agree they’ve
integrated business systems to create
a single view of the customer…
High Performers Moderate Performers Underperformers

13. High Performers Take Sophisticated Approaches to Email
Send the same email with
unique content based on
audience segment
48%
Trigger personalized emails in
real time based on events
32%
Personalize emails with
subscriber fields
63%
Leverage predictive
intelligence/data science to
create personalized emails
40%

14. Build billions of emails for
hundreds of brands
Launch campaigns in minutes,
not days
Deliver recommendations
via every channel
Fanatics Scores with
Speed & Personalization

15. Build powerful emails that
deliver results
Email Studio
Email creation flow
Build the way you want with modules,
customizable templates, or AMPscript
Email send flow
Automatically test, review, and validate
each subscriber
Enhanced automation
Scale your marketing by automating campaigns,
data imports, and reporting
$38 return for every dollar spent
on Email Marketing
NEW

16. thank y u