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Marketing I: Building the Funnel
Ashish Patel, salesforce.com
Scott Thomas, ExactTarget, Inc.
Josh Feinberg, VerticalResponse
Rasmus Mencke, salesforce.com
List Building and Email Marketing
Safe Harbor Statement
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Agenda
Email Marketing Best Practices Scott Thomas, Director of Partnerships, ExactTarget
List Building & Performance Metrics Josh Feinberg, VP of Product Management, VerticalResponse
Salesforce.com Email Marketing Demo Rasmus Mencke, Senior Product Manager, salesforce.com
Q & A
Email Marketing Best Practices
The Basics of Email Creation – A Checklist
Examples of What Works in Email Design
B2B Example
B2C Example
Deliverability – What You Need to Know
• The Reality of the Situation
• CAN-SPAM Act of 2003
• What to Avoid
The Basics of Email Creation – A Checklist
Designing the Email:
No Wider Than 600 Pixels Wide
Design so Important Content is in Upper Left Hand Corner
Remember Your Goal – Drive to a Website or Landing Page
Use the All Important Phrase “Learn More”
Subject Lines Matter
Tips for More Effective Subject Lines
Get their attention! Compel the subscriber to open and read your
email. Good: “A Special Offer Just for You”
Better: “Receive $5,000 in Services from XYZ
Company. ”
Use your company or brand name in subject lines.
Use shorter subjects lines (35-45 characters). They are more
effective.
Check click-through statistics from email campaigns or keyword
search results on your website before writing a subject line. Use
the most popular keywords in your subject line.
Test multiple subject lines a day ahead and send the winner.
The Basics of Email Creation – A Checklist
Designing the Email:
No Wider Than 600 Pixels Wide
Design so Important Content is in Upper Left Hand Corner
Remember Your Goal – Drive to a Website or Landing Page
Use the All Important Phrase “Learn More”
Subject Lines Matter
Don’t Use Images for Headlines, Links, or Call-to-Action
Design with the Preview Pane in Mind
Before Redesign
Design with the Preview Pane in Mind
Place key
message at top
of page in text!
Entice an open;
Make the “call to
action” or
newsletter TOC
visible in the
preview pane
After Redesign Expanded Version
The Basics of Email Creation – A Checklist
Designing the Email:
No Wider Than 600 Pixels Wide
Design so Important Content is in Upper Left Hand Corner
Remember Your Goal – Drive to a Website or Landing Page
Use the All Important Phrase “Learn More”
Subject Lines Matter
Don’t Use Images for Headlines, Links, or Call-to-Action
Design with the Preview Pane in Mind
For the HTML Folks in the Room
Avoid Excessive CSS, Javascript, Flash/Quicktime/Windows
Media, and Nested Tables
Email Marketing Best Practices
The Basics of Email Creation – A Checklist
Examples of What Works in Email Design
B2B Example
B2C Example
Deliverability – What You Need to Know
• The Reality of the Situation
• CAN-SPAM Act of 2003
• What to Avoid
B2B Example - The eMarketer Daily
Why this design works1. Logo is in upper left2. Text headline (not a graphic) is
used for main message or offer.3. Most important message appears
in in upper left quadrant4. Colors and graphics highlight calls
to action5. Borders, bullet points and
numbers draw attention to key points
6. The type font and size are easy to read.
7. A separate text version is created for non-HTML email clients and PDAs
B2C Example - Home Depot Online
Why this design 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
Email Marketing Best Practices
The Basics of Email Creation – A Checklist
Examples of What Works in Email Design
B2B Example
B2C Example
Deliverability – What You Need to Know
• The Reality of the Situation
• CAN-SPAM Act of 2003
• What to Avoid
Email Deliverability Facts
20%Percent of Legitimate
Messages that Get Filtered
Source: Pivotal Veracity
54%Percent of U.S.
Consumers that Use a Spam Filter
Source: Forrester Research
How to Improve Deliverability
1. Conduct a “pre-flight” check. Scan email content for words, phrases and images that are known to trigger a SPAM filter and block delivery.
2. Switch to a Private IP. If you send through a Public IP and another sender is blocked by an ISP, you will also be blocked.
3. Maintain the same “From” address.
4. Ask the subscriber to add you to his/her “Safe Sender” list.
5. Remove “bounced” email addresses from your mailing list.
If an address has produced a soft bounce three times in a row during the course of 15 days or more, remove it temporarily and contact the subscriber to verify
6. Conduct an Email Deliverability Audit – Pivotal Veracity, Habeas
CAN-SPAM Act of 2003
Primary Provisions
• Outlaws the use of false or misleading headers
• Outlaws the use of deceptive subject lines
• Clear opt-out mechanism within every commercial email
• Requires the inclusion of a valid physical postal address within every commercial email
Example of a SPAM Compliant email:
1 – Proper Header Information
2 – Clear and Precise Subject Line
3 – Clear Opt-out Mechanism
4 – Valid Physical Postal Address
“SPAMMY” Words and Phrases to Avoid
Bargain
Cards Accepted
Click Here/Click Below
Free and FREE
Guarantee
Offer
Opportunity
Potential Earnings
Unsolicited
Unsubscribe
Price
Risk-free
Win
Increase Sales
Do it Today
Giving Away
No-obligation
Apply Online
Pre-approved
Stay Informed!
EmailExperience.org - Email Experience Council (DMA) MarketingSherpa.com BtoBOnline.com ClickZ.com Mediapost.com - Email Insider DMNews.com eMarketer.com Eyetools.com PivotalVeracity.com
List Building & Performance Metrics
Today’s Topics
A Quality List & The City of Rome
The Straight Facts: Email & Reputation
List Building Best Practices
Marketing Strategies for List Growth
List Metrics: Going Beyond the “Open Rate”
Like Rome, quality lists aren’t built in a day
Cultivating high-performing lists is a full-time job Dedicate resources to manage list growth
and maintenance
Cross-functional cooperation is key Customer Support
Sales
Marketing
Strategy needed for sustained list growth Can’t rely on a single advertising vehicle or
marketing program
Diversify for maximum ROI
Your List and Your Reputation
The straight facts: Sending mass email is easy
Getting mass email delivered is hard
Sending mass email is cheap
Damage to your brand and reputation is
expensive
Short-term gain can lead to long-term pain If it seems to good to be true…it just might be
Being labeled a spammer or getting
blacklisted is the “anti-ROI”
Don’t get burned by lax data management or
compliance practices
List Building “Best Practices”
You’re on the right track if you are…• Prominently placing sign-up forms on
your website, landing pages and blogs
• Giving people a compelling reason to sign-up
• Being up front about privacy protection
You’re on the wrong track if you are…• Buying a list of bulk email addresses from
an unknown source
• Harvesting email addresses across the Internet
• Selling/renting your customer database without prior notification and consent
Marketing Strategies for List Growth Online methods:
• SEO & Google AdWords - Increase your
chances of being found. Track new sign-ups
back to specific sources or keywords.
• Newsletter Sponsorships - Get your offer
in front of people with interests that match your
target audience.
• Viral Marketing - Get people talking!
“Forward to a Friend” in all your emails, Refer-a -
Friend programs, affiliate programs and even a
blog.
Marketing Strategies for List Growth (cont.)
Offline methods:
• Tradeshows - Scan badges and collect
business cards
• “Traditional” Mediums - Direct mail,
print and radio
• Brick & Mortar Options - Kiosk in
your retail location, e-newsletter
subscription during checkout or the
fishbowl technique.
• Customer Support - Get an email
address for customers and prospects
contacting your call center.
List Performance Metrics
Understanding your “Open Rate”
• Defined: A tracking tool allowing marketers
to see how many times their message was
viewed.
• Why it’s useful: Monitor campaign
performance in real-time and run targeted
follow-ups with engaged customers.
• Why it’s misleading: Only applicable to
HTML emails. False opens due to the
Preview Pane. Images are blocked by many
email programs.
List Performance Metrics (cont.)
Other Key Performance Indicators
• Clicks: Data for both HTML and Text
emails. Shows a deliberate action was
taken.
• Website Analytics: Once they hit
your site, where did they go and where
did they drop off?
• Sales & ROI Tracking: How many
purchases or conversions did you
receive?
• Inbound Leads or Inquiries: Have
your customer support reps log the
source/medium that brought visitors to
your site.
Quick Summary
List building is a team effort that requires TLC
Follow best practices and don’t risk damage to your
brand or reputation
Diversify your marketing efforts to keep the funnel full
Examine multiple campaign metrics for a complete
analysis of your list performance
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