Using Email to Accelerate Marketing and Sales Performance discusses how email can be used throughout the customer lifecycle from attracting new customers to the website to retaining existing customers. It provides examples of how companies like Best Buy, Motorcycle Superstore, Expedia, and Hitachi use personalized email communications to engage customers, aid in the buying process, and drive repeat business. The document also discusses how social media and email can be combined to amplify messaging and attract new customers, as shown in Papa John's example.

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

9. Your Brand
Evangelists
have become
Your Best
Marketers

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

61. Monthly Email
for End-Users

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

77. INTERACTIVE MARKETING HUB™

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