Build Smarter Emails to Improve Results and Boost ROI
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Transcript of Build Smarter Emails to Improve Results and Boost ROI
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Build Smarter Emails to Improve Results and Boost ROI Ben Pippenger, Sr. Director - Product Management, @benpipp
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Me Slide 10 years working in Email
Supported some of our largest customers; Microso;, Gap Inc. Nike, HTC
Head up our Email Product Management team
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Goals – Building Smarter Email
Why is email still important?
Path to building smarter emails
Demonstrate these tools in the
Marketing Cloud
1 2 3
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How Many Have Heard This Before? Send the
RIGHT MESSAGE To the
RIGHT PERSON At the
RIGHT TIME On the
RIGHT CHANNEL
ß SMART EMAIL à
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Email is the Cornerstone of Digital Marketing “Nearly a third of all online purchases begin with a click of an email.”
“For every $1 spent on email the return is $42.08.”
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But It’s Noisier than Ever Before
183,000,000 “Over 183 Billion emails sent everyday” Marketing Profs
Only 7B people on the planet that’s 26 emails per person per day
416 / Month
“On average, consumers receive 416 commercial messages a month” Return Path 416 messages a month, is almost 5,000 per year. How do you not get lost in the noise
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And you’re no longer competing with just your peers…
You’re competing with brands that provide customer journeys.
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Plans every step for driver and rider Knows you better than you know yourself
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Integrate all your customer data
Deliver 1:1 emails to every device
React to customers in real-time
Consolidate point solutions
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Promotional Personalized Targeted Dynamic Predictive
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From: NTO Subject: Sale 20% off all Outdoor Gear
PromoVonal
Craft Your Core Messaging
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Great Email Requires a Solid Foundation
Drag and Drop Content Creation
Integrated A/B Testing
Mobile Optimized Templates
53%
Emails are opened on Mobile
Promotional Emails
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From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear
Personal
Improve the Performance of Your Emails with Personalization
From: NTO Subject: Sale 20% off all Outdoor Gear
Promotional
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Behind Every Email is a Customer
Capture Users from Mobile, Social, and Web
Manage Subscriber Attributes and Profiles
Intuitive Graphic Campaign Reporting
14% Personalized emails improve click-through
rate by an average of 14%
Personalize Every Interaction
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Needed a way to manage multiple email lists and dozens of email campaigns
Optimized emails and developed a re-opt-in campaign
Resulted in a significant boost in open rates and the overall list performance has improved dramatically
Hershey Entertainment & Resorts Drives Consumer Engagement
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From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear
Personal
Understanding the Different Parts of Your Audience
From: NTO Subject: Sale 20% off all Outdoor Gear
Promotional
From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear
From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear
Segmented
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Acknowledge Different Audiences for a Better Experience
Drag and Drop Audience Segmentation
Prebuilt Playbooks – Welcome & Birthday
Import Data from Any Source
30% Segmented email campaigns produce 30% more opens than undifferentiated messages
Segmenting Your Subscribers
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American Apparel Automates Email Across the Customer Journey Utilizes segmentation within the Marketing Cloud to send emails for 14+ languages Manages abandoned cart emails with Automation Studio to reengage with customers Filters and measures content within the Marketing Cloud to segment subscribers and manage lists
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From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear
Personal
Creating a Different Message for Each Audience
From: NTO Subject: Sale 20% off all Outdoor Gear
Promotional
From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear
From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear
Segmented Dynamic
Nearby Store Local Events Special Offers Top Selling items Time or date specific content
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Every Customer is Looking for Something Different
Drag and Drop Dynamic Content Creation
Dynamic Subject Lines & Preheaders
Automated Campaigns based on Individuals
18x Relevant emails facilitated by dynamic tags are capable of driving 18x more revenue
- Email Monks
Dynamic Content for Better Experience
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From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear
Personal
Talking to an Audience of 1 at Scale
From: NTO Subject: Sale 20% off all Outdoor Gear
Promotional
From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear
From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear
Segmented Dynamic
Nearby Store Local Events Special Offers Top Selling items Time or date specific content
Predictive
Cart Abandoned Recently viewed items Suggested Items
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Anticipate your Customers’ Needs with Predictive Intelligence
Drag and Drop Predictive Content Creation
Streaming Catalog and Web Data
Pre-built Predictive Algorithms
25% Conversion from email increases by 25%
when content includes predictive
Integrated Predictive Intelligence
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“Our goal is to present the customer with content that is relevant, not invasive.”
Automated emails with helpful content based on the customer's browsing activity Incorporated in-store purchase data with online reviews to predict product recommendations Segment customers by zip code for local store openings and special events
Room & Board Helps Customers Complete the Room with Marketing Cloud
Kimberly Ruthenbeck, Director of Web Customer Experience
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From: NTO Subject: Sale Dear Ben 20% off all Outdoor Gear
Personal
Talking to an Audience of 1 at Scale
From: NTO Subject: Sale 20% off all Outdoor Gear
Promotional
From: NTO Subject: Sale Dear Ben 30% off all Outdoor Gear
From: NTO Subject: Sale Dear Bobby Free Shipping on Outdoor Gear
Segmented Dynamic
Nearby Store Local Events Special Offers Top Selling items Time or date specific content
Predictive
Cart Abandoned Recently viewed items Suggested Items
Automated
Receipt with suggested complementary items Shipping confirmation Customer Service Survey
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Responding with Email at the Right Time in Context
Listen for Event to Drive Real-Time Email
Utilize Data to Trigger Message
Leverage the Power of Transactional Emails
152% Triggered messages average 152% higher click-through rates than “business as usual”
marketing messages. – Email Institute
Event Triggered Emails
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“Marketing Cloud helps us tackle our toughest challenges.”
New Customer email campaign powered by Journey Builder Connects with customers across email, mobile, and social Increased open rates from 43.4% to 46%, and click through rates from 6.7% to 10.6%
Chemical Bank Reimagines What it Means to be a Community Bank
Megan Burr, Digital Marketing Coordinator
Industry: Consumer Products & Retail Segment: GB
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Demo
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Where Do You Start?
Salesforce.com/5blueprints
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1. Make a great first impression – Welcome Emails
2. Get personal and make an offer they can’t refuse – PromoVonal Email
3. Create an engaging event – Event Emails
4. React to your customers on their schedule – TransacVonal Email
5. Wait…Don’t leave – Cart Abandonment Emails
Salesforce.com/5blueprints
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Goals – Building Smarter Email
Why is email still important?
Path to building smarter emails
Demonstrate these tools in the
Marketing Cloud
1 2 3
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Questions?
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Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA
salesforce.com/dreamforce