Deep Dive Email Marketing

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Deep Dive Email Marketing

• Craig Kasperski

416-546-4982 ckasperski_at_exacttarget.com
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What Is Email Marketing?

• A form of direct marketing which uses electronic
  mail as a way to communicate with people

• Pros
• Relatively low cost
• Delivery in seconds or minutes
• Reach is extensive
• ROI can be tracked and is substantial when done
  properly
• Generate repeat business automatically and
  affordably
• Advertiser can push a message whereas website
  has to wait for the visitor
• Over ½ internet users check/send email every day
• Save a tree Go Green!

• Cons
• Illicit email marketing (SPAM) predates
  legitimate email marketing
• Spammers try to represent themselves as
  legitimate businesses
• Email reputation ISP perception (bounces,
  bulk-email, SPAM traps)
• Information is often of no interest or value to
  the recipient
• CAN SPAM Act of 2004

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Two types of email

• Commercial advertisement or promotion of a
  commercial product or service
• Examples
• Credit card provider offering identity theft
  protection
• Promotional emails to shopping cart abandoners

• Transactional an expected (often anticipated)
  response to a consumer action
• Examples
• Order acknowledgement
• Updates/alerts
• Shipping notification
• Warranty / return policies
• Opt-in confirmation

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Examples of email marketing campaigns

• Drip staggered email sends to inform/notify
• Remarketing special offer emails sent to
  shopping cart abandoners or software users that
  dont buy at end of evaluation period
• Surveys feedback from prospects, customers,
  partners, employees

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Email Marketing Best Practices Start with a Plan

• Start with a plan
• Whats in it for subscribers? Value Proposition
• Whats in it for your organization? Stakeholders
• Define and share your goals!
• Gather your audience- build a quality list
• Define your message
• Measure your program
• Dont be afraid of making mistakes- optimize as
  you grow

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What to measure
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Measure

• Although over 90 of email recipients will take
  action within the first 48 hours, wait 7 days to
  review results
• On a weekly/monthly basis review bounce rate,
  opens and clicks are results as you expected?
• Observe behavior of your subscribers by reviewing
  the top 3 links clicked is behavior in line
  with the purpose of the email?
• On a quarterly basis review results looking for
  trends list growth, attrition, variation in
  results

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Email Metrics ROI

• Standard
• Open rates - of recipients that open the email
• Conversions - of recipients that engaged in
  call-to-action
• Click-throughs number of links contained within
  message body that recipient clicks on
• Conversions
• of recipients that subscribed to newsletter
• of recipients that completed a purchase

According to Anna Chernis, Sr. DMA Research
Analyst, in 2008 For every 1 spent, the average
ROI will be 45.65 Next to SEO, email marketing
produces the best results of all direct marketing
methods
2008 DMA industry stats
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In ExactTarget In Salesforce
User Experience

• Send Emails to
• Individual Lead or Contact Record
• Campaigns/Reports
• View Aggregate Tracking Results in custom object
• View individual detail on Lead and Contact
  records
• Generate Reports and Dashboard from individual
  and aggregate data

• Create emails
• Send Emails to
• Salesforce Campaigns and Reports
• Personalization and Dynamic Content
• Mapped to Salesforce Lead, Contact and Account
  Fields
• Aggregate Tracking Results
• ExactTarget Job Details Page

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Keep your Salesforce data where you want it
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Attribute Mapping
How are you leveraging your data?
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Email to Lead, Person, Contact in Salesforce
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Email to Campaign or Report in Salesforce
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Tracking in both ExactTarget and Salesforce
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Send Emails on Behalf of Record Owners
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Marketing Automation

• I need to automate marketing efforts for maximum
  impact and
• efficiency.
• Create multi-step time or event based drip
  marketing and lead nurturing campaigns
• Eliminate database synchronization challenges
• Deliver more qualified leads

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Simple Lead Nurturing Example
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Home Depot Online a design that works!

• Exclusivity communicated in the subject line
• Limited time offer creates sense of urgency,
  compels action
• Monetary benefit highlighted
• Shows variety in product offerings
• Provides multiple links with opportunities to
  convert