Transcript
Page 1: Build Smarter Emails to Improve Results and Boost ROI

Build Smarter Emails to Improve Results and Boost ROI Ben Pippenger, Sr. Director - Product Management, @benpipp

Page 2: Build Smarter Emails to Improve Results and Boost ROI

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  

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Thank  you  

 Ben  Pippenger  

 Sr.  Director,  Product  Management  -­‐  Email  

[email protected]  

@benpipp  


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