1. Track: Email Marketing#CNX14#CNX14How the ExactTargetMarketing Cloud Uses EmailHost: Andrea SmithPanelists: Laura Earley, Jonathan Gandolf,Holly Rushton, and Brandt Wagner

2. Track: Email Marketing#CNX14#CNX14How the ExactTarget Marketing Cloud Uses EmailDigital Marketing Production ConsultantSalesforce ExactTarget Marketing Cloud@lauraearleyLaura Earley 3. Track: Email Marketing#CNX14#CNX14How the ExactTarget Marketing Cloud Uses EmailMarketing Data AnalystSalesforce ExactTarget Marketing Cloud@jdgandolfJonathan Gandolf 4. Track: Email Marketing#CNX14#CNX14How the ExactTarget Marketing Cloud Uses EmailEmail & Mobile Marketing CopywriterSalesforce ExactTarget Marketing Cloud@hollymrushtonHolly Rushton 5. Track: Email Marketing#CNX14#CNX14How the ExactTarget Marketing Cloud Uses EmailSenior Technical ProducerSalesforce ExactTarget Marketing Cloud Brandt Wagner 6. Track: Email Marketing#CNX14Overview1 2 3Creating A Cross-Channel JourneyExecute ServiceAbove SellingThe OngoingImportance of Testing 7. Track: Email Marketing#CNX14Creating a Cross-ChannelJourney 8. Track: Email Marketing#CNX14 9. Track: Email Marketing#CNX14Quick online assessment foranalyzing your mobile program 10. Track: Email Marketing#CNX14 Mobile Assessment Path 11. Track: Email Marketing#CNX14Automation Studio forprocessing submissions 12. Track: Email Marketing#CNX14Journey Builder interaction forcustomized results 13. Track: Email Marketing#CNX14ServiceAbove Selling 14. Track: Email Marketing#CNX14Spark Newsletter Previous publicationsfocused on selling anddemand generation Shifted focus to service,positioning the team andbrand as thought leaders Break the mold of atemplated brand email Leverage multiplesources for content(blog, industry pubs, etc.) 15. Track: Email Marketing#CNX14 16. Track: Email Marketing#CNX14Spark: Before and After 17. Track: Email Marketing#CNX14Before the redesign 18. Track: Email Marketing#CNX14Before the redesign 19. Track: Email Marketing#CNX14After the redesign 20. Track: Email Marketing#CNX14After the redesign 21. Track: Email Marketing#CNX14Lessons from Spark Putting a service-first approach can work. Can lead to higher engagement rates and position you well to your subscribers While increasing send volume 1,378%, CTOR has also increased Dont be afraid to try different things. Try embedded video Open rate, click rate, and click-to-open rate all increased after the redesign Not all content will perform well. On average, sports-focused stories performed poorlyeven global ones like the World Cup Sparks featuring sports stories as leads had fewer opens and clicks 22. Track: Email Marketing#CNX14Its a commitment.Putting together a weekly publication takestime, energy, and lots of communication amongdifferent teams. 23. Track: Email Marketing#CNX14The Importance ofTesting 24. Track: Email Marketing#CNX14Audience Segmentation Targeted audience vs. large audience Content tailored to subscribers Smaller list size yields larger returnMeasure Broad Audience TargetedDeliverability 97.50% 93.48%Open Rate 14.09% 32.17%Click Rate 1.02% 5.23%Click-to-Open Rate 7.21% 15.93%Unsubscribe Rate 0.44% 0.58%Registrations 77 138Conversion Rate 0.01% 0.28% 25. Track: Email Marketing#CNX14Call-to-Action TestingText link vs. text/image buttons Button won more clicks & 2x conversion 26. Track: Email Marketing#CNX14Click Paths Whats the best pathto conversion? What behavior are youtrying to drive? 27. Track: Email Marketing#CNX14Embedded Video in Email Video plays in email environment Safe fallback: static imagedisplays if not supported clickthrough to landing page,YouTube, etc. Our audience sees video as astatic image 60% of the time- Static images only accountfor ~10% of interactions- Embedded videos viewsaccount for 80% of clicks(viewed 40% of the time) 28. Track: Email Marketing#CNX14Recap 29. Track: Email Marketing#CNX14Create Cross-Channel JourneysUse multiple channelsfor successService Above SellingBe helpfulDevelop long termcustomer relationshipsOngoing TestingData beats opinionsTake smart risks andbuild a testing processLessons for Marketers1 2 31:1 messaging is keytargeted and relevant content and campaigns perform best. 30. Track: Email Marketing#CNX14Resources1 2 3Daily Blog EmailSubscribe to receiveour blog content:exacttarget.com/blog/subscribeMobile AssessmentTake the mobilemarketing analysis:exacttarget.com/mobileanalysisSpark NewsletterText SPARK to 56237OR sign up atexacttarget.com/spark 31. Track: Email Marketing#CNX14Take the after-session survey!Take the Survey inthe Connections2014 Mobile AppJoin theConversation!#CNX14$50StarbucksGift Cards 32. Track: Email Marketing#CNX14Questions? 33. Track: Email Marketing#CNX14CUSTOMER JOURNEYSHOWCASEMARKETINGTHOUGHT LEADERSEMAIL MARKETING PRODUCT STRATEGY& ROADMAPPERSONALTRANSFORMATION& GROWTHSOCIAL MARKETING MOBILE & WEBMARKETINGDEVELOPERS HANDS-ONTRAININGINDUSTRYTRENDSETTERSCREATIVITY &INNOVATIONSALESFORCE FORMARKETERSROUNDTABLES 34. Track: Email Marketing#CNX14