build smarter emails to improve results and boost roi

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1. Build Smarter Emails to Improve Results and Boost ROI Ben Pippenger, Sr. Director - Product Management, @benpipp 2. MeSlide10yearsworkinginEmail Supportedsomeofourlargest customers;Microso;,GapInc. Nike,HTC HeadupourEmailProduct Managementteam 3. Goals Building Smarter Email Why is email still important? Path to building smarter emails Demonstrate these tools in the Marketing Cloud 1 2 3 4. How Many Have Heard This Before? Sendthe RIGHTMESSAGE Tothe RIGHTPERSON Atthe RIGHTTIME Onthe RIGHTCHANNEL SMARTEMAIL 5. 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. 6. But Its Noisier than Ever Before 183,000,000 Over 183 Billion emails sent everyday Marketing Profs Only 7B people on the planet thats 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 7. And youre no longer competing with just your peers Youre competing with brands that provide customer journeys. 8. Plans every step for driver and riderKnows you better than you know yourself 9. Integrate all your customer data Deliver 1:1 emails to every device React to customers in real-time Consolidate point solutions 10. Promotional Personalized Targeted Dynamic Predictive 11. From:NTO Subject:Sale 20%oall OutdoorGear PromoVonal Craft Your Core Messaging 12. Great Email Requires a Solid Foundation Drag and Drop Content Creation IntegratedA/B Testing Mobile Optimized Templates 53% Emails are opened on Mobile Promotional Emails 13. 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 14. Behind Every Email is a Customer Capture Users from Mobile, Social, and Web Manage SubscriberAttributes and Profiles Intuitive Graphic Campaign Reporting 14% Personalized emails improve click-through rate by an average of 14% Personalize Every Interaction 15. 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 16. 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 DearBobby FreeShippingonOutdoorGear Segmented 17. Acknowledge Different Audiences for a Better Experience Drag and DropAudience Segmentation Prebuilt Playbooks Welcome & Birthday Import Data fromAny Source 30% Segmented email campaigns produce 30% more opens than undifferentiated messages Segmenting Your Subscribers 18. AmericanApparelAutomates EmailAcross 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 19. 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 DearBobby FreeShippingonOutdoorGear Segmented Dynamic Nearby Store Local Events Special Offers Top Selling items Time or date specific content 20. 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 21. 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 DearBobby FreeShippingonOutdoorGear Segmented Dynamic Nearby Store Local Events Special Offers Top Selling items Time or date specific content Predictive Cart Abandoned Recently viewed items Suggested Items 22. Anticipate your Customers Needs with Predictive Intelligence Drag and Drop Predictive Content Creation Streaming Catalog and Web Data Pre-built PredictiveAlgorithms 25% Conversion from email increases by 25% when content includes predictive Integrated Predictive Intelligence 23. 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 24. 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 DearBobby FreeShippingonOutdoorGear 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 complement ary items Shipping confirmation Customer Service Survey 25. 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 26. 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 27. Demo 28. Where Do You Start? Salesforce.com/5blueprints 29. 1. MakeagreatrstimpressionWelcomeEmails 2. GetpersonalandmakeanoertheycantrefusePromoVonalEmail 3. CreateanengagingeventEventEmails 4. ReacttoyourcustomersontheirscheduleTransacVonalEmail 5. WaitDontleaveCartAbandonmentEmails Salesforce.com/5blueprints 30. Goals Building Smarter Email Why is email still important? Path to building smarter emails Demonstrate these tools in the Marketing Cloud 1 2 3 31. Questions? 32. Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA 33. Thankyou BenPippenger Sr.Director,ProductManagement-Email bpippenger@salesforce.com @benpipp