how to maximize your email marketing by adding predictive content, mobile, and ads

Maximize Your Email Marketing By adding predictive content, mobile, & advertising

Blake Miler Director, Product Marketing [email protected]

Megan Collins Product Marketing Specialist [email protected]

Gabe Joynt Director, Product Marketing [email protected]

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Email Marketing Drives Results

“For every $1 spent on email the return is $42.08.”

“Nearly a third of all online purchases begin with a click of an email.”

And Continues to Grow

+39% Year-over-year increase in

promotional emails Year-over-year increase in

transactional emails

+18%

Email is Customer Centric

 Customers Opt-In

 Rich First Party Data

Each Action Provides Data • opens •  clicks • behavior •  time • device •  location

Email Is the Customer’s Gateway to Your Brand

 Creative Freedom

 Controlled by the Marketer

 Automated for Scale


 Content based on upcoming reservation


 Additional recommendations based on location

Grow Engage Re-Engage

Top Goals for Email Marketers

How can you maximize the value of email?

Predictive Content Leverage behavior data and machine learning

Mobile Connect with your customers on the go

Advertising Leverage CRM and email data

“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

150% higher conversion rate for customers who engaged with predictive content

Kimberly Ruthenbeck, Director of Web Customer Experience

Industry: Consumer Products & Retail Segment: GB

Room & Board Helps Customers Complete the Room with Marketing Cloud


Email + Predictive Content Drives Results

Hello Blake,

Anticipate Your Customers’ Needs

 Predictive Emails

+25% increase in conversion rates when

an email contains predictive content

Track anonymous & known web browsing behavior

Personalize product recommendations

Add personalized content to triggered messages

Megan Collins Product Marketing Specialist

“Marketing Cloud allows us to be really focused on the experience of our community.”

Drives engagement through dynamically-generated content

Connects the physical and digital world at their events through mobile

Combining SMS with Email increased adoption of their WedSocial app by 74%

Bart Thornburg, Senior Manager of Email Marketing

Industry: Consumer Products & Retail Segment: GB

WeddingWire says “I Do” to customer-focused marketing


Email + Mobile Drives Results

Deliver Consistency Across Channel

 Coordinate SMS and Push with Email

44% of consumers say that they would like brands to deliver

deals and coupons to their mobile devices.

Manage urgent and personalized messages

Drive user engagement in your app

Use geolocation to trigger mobile experiences

Gabe Joynt Director, Product Marketing

“We create more relevant experiences and increase revenue with Marketing Cloud.” Aaron Pelander, VP Customer Engagement

Supported Veterans Day promotion with Ads targeting email subscribers

Increased reach by 163% with mobile advertising on Facebook

Implemented closed-loop measurement to understand incremental sales lift by channel

GovX Drives Revenue On Demand by Combining Advertising and Email


Email + Advertising Drives Results

140% increase in reach

Active Subscribers

Inactive Subscribers

59% more likely to click ads

Lookalikes + Lead Ads

Find new subscribers Double your message Bring them back

80% lift in engagement

Ads + Email Reach inactives with advertising

Improving Email Engagement with Advertising

 Create More Value With Email Lists

+80% increase in advertising CTR when using CRM data, vs. not using CRM data (Social.com benchmark)

Create always-on programs with advertising

Automate and scale, making your existing investment in Salesforce more valuable

Know that your data is secure, because it never leaves the trusted environment of Salesforce

Generate More Revenue from Existing Email Programs  Online retailer combined email & Facebook advertising for 925K subscribers

Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.

EMAIL OPENERS

18% COMBINED

16% ADS ONLY

27%

Saw Facebook Ads Only

Opened Emails Only

Saw Both Emails & Ads

Test Group

The combined segment was 22% more likely to purchase

Email Openers

Ads Only

Blake Miller Megan Collins Gabe Joynt

[email protected] [email protected] [email protected]

Questions?

4:00 – 4:40pm Choosing the Right Solution: When to Use

Pardot, Marketing Cloud, or Both

Breakout Room 4

Visit the Marketing Cloud booth in the Customer Success Expo

4:40 – 6:00pm Networking reception in the Customer Success Expo

Next Session:

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