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The 2015 State of Email MarketingWhy Email is the Cornerstone of Successful 1to1 Marketing and What you Need to Know to Use it Effectively
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Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloud
@JoelBook
Welcome!
www.linkedin.com/in/joelbook/
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Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will account for 75% of the marketing budget.
The Connected Consumer
More Informed.
More Empowered.
More Demanding.
Customers want a
across channels!
Although Today’s Consumers are Multi-Channel,
they Prefer Email.
Track: Personal Transformation & Growth
#CNX14
of marketers say email is core to their business. Source: Salesforce Marketing Cloud - 2015 State of Marketing
of marketers are increasing their email marketing budget.Source: Salesforce Marketing Cloud - 2015 State of MarketingSource: Salesforce Marketing Cloud -2015 State of Marketing
of US internet users are email subscribers.Source: eMarketer, February 2015
of US adults prefer companies to communicate with them via email. Source: MarketingSherpa, January 2015
of US adults have made purchases after receiving an offer via email.Source: MarketingSherpa, January 2015
Keys toEffective
Email Marketing
Grow Your Email Audience
Your email subscriber database is your most valuable marketing asset. Capitalize on every opportunity to grow your audience of email subscribers.
Email is the Backbone of Dreamfields Growth and Success
Dreamfields is a client of HyperDrive Interactive
In 10 years, Dreamfields has . . .
Grown its consumer email subscriber base to more than 650,000
Grown its healthcare professionals email subscriber base to more than 50,000
Increased sales from 3M pounds/year to more than 25M pounds/year!
1. Dreamfields Invites Website Visitors to Subscribe to Dreamfields’ Monthly Email Newsletter
2. Dreamfields Uses Social Media to Attract Potential Email Subscribers to its Email Newsletter Opt-in Landing Page
And Converts 50%!
Academy Sports + Outdoors is one of the nation's largest sporting goods and outdoor retailers and operates stores in 200 locations throughout the United States
Academy Sports uses a custom “Lightbox” on its site to invite non-subscribers to opt-in.
Academy Sports is adding 15,000 new email subscribers per week
($450K LTV / week)
• Parent company: P. F. Chang’s
• 170 locations in U.S.
• Offers freshly prepared Asian
items influenced by the cuisines
of China, Japan, Korea,
Vietnam, and Thailand.
• Headquarters: Scottsdale, AZ
Pei Wei uses “Direct Response Text” to invite guests to subscribe to Pei Wei’s email program and receive a buy-one, get-one free coupon each time a new entrée is introduced.
Bar-Coded Email Coupons Drive
Consumers to StoresCampaign Results:
• In two weeks, Pei Wei generated 18,000 new email subscribers!
• Produced coupon redemption rates of 20%!
Deliver Relevant Content
Acquire “first party” customer data and use it to predict and deliver offers, invitations, and service messages that are relevant, timely and helpful.
78% of consumers are more likely to be a repeat customer if a brand provides them personalized offers.Source: Infosys
Source: Retail Systems Research
of consumers buy more from retailers who personalizeacross channels!
Room & Board Uses Digital Marketing to Accelerate Online and Offline Sales
“If a customer purchases a sofa, we’ll send an email suggesting a lamp, then decorative pillows, then wall art and frames. Our goal is to help a satisfied customer complete the look she’s intending to create.”
Kimberly Ruthenbeck, Director of Web Customer Experience
Delivers personalized recommendations via Email and the Room and Board website
Increased average order value by 16%
Direct conversion from customers who engage with predictive content is 150% higher than the site average
Retool for Mobile
Use responsive design to optimize email communications and landing pages for user-friendly display, navigation and response on mobile devices.
of all US email opens occur on a mobile device.
Source: Return Path, 2015
of marketers
say responsive design is absolutely critical for successful email marketing campaigns.Source: Salesforce Marketing Cloud - 2015 State of Marketing
Sends more than 2.5 million unique versions of its daily email!
Personalization attributes include:
• Individual shopping behaviour
• What brands the shopper prefers
• What products the shopper likes
• What offers they don’t respond to
Personalization of email content delivers a 12-18% revenue lift!
Beyond The Rack Uses Member Data to Personalize Email Content to
Member Brand and Product Interests
Before After
Responsive Design
Increased Clicks by 18%!
In 2013, BTR Implemented
Responsive Design for
Mobile Optimization
Automate Customer Journeys
Automate customer journeys for each critical stage of the life cycle from product evaluation and purchase through product usage and repeat purchase.
The Customer Experience Life Cycle
Product Purchase Product Use
Brands Must Deliver Relevant Contentat Every Stage of the Customer Experience
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Customer Journeys Span All Stages of the
Customer Life Cycle
Repurchase & Renewal
And Email is the Most Effective Channel for 1to1 Communication
Salesforce Marketing Cloud Enables Brands
to Build and Automate 1-to-1 Journeys
Unify DataBuild a single view of your customers, integrate data from any source, and make it actionable
Personalize JourneysTrigger timely, unique, and meaningful messages, based on real-time customer behavior
Engage Cross-ChannelDeliver relevant content on every channel and every device
Analyze EverythingMeasure the impact of your business and optimize every interaction
Optimizing Customer Journeys Improves Revenue, Referral & Retention
Customer
satisfaction
Revenue
growth
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
Jessica Alba has built The Honest Company into an international, multi-faceted lifestyle brand.
The Honest Company is currently valued at $1 billion and employs more than 300.
In 2012, Fast Company named Alba one the 100 Most Creative People in Business.
New Member Welcome Email
The Honest Company’s welcome email mentions their company values and reinforces their brand promise to their customers.
The email is signed by co-founders, Jessica Alba and Christopher Gavigan.
MobileDesktop
New Member Offer
The Honest Company’s welcome email invites new members to sample the company’s products at a real discount.
New Member Offer #1 New Member Offer #2
Lifecycle Marketing Campaigns – Cross Promotion
The Honest Company uses customer purchase data + business rules to trigger cross-promotion email offers.
Lifecycle Marketing Campaigns – Cart Abandon
Email #1
Sent 1 day after cart abandon
Email #2
Sent 3 days after abandon if no
purchase since Email #1
Stats:
36% Open Rate
3% CTR
Triggered cart abandon emails reengage members and generate purchases that might have been lost.
Know Your Customer
Track customer interactions at every point of direct contact and collect data that enables you to trigger and personalize email communications.
Data is the“Digital Fuel”
for Delivering a Personalized
Customer Experience
Explicit Data (Reported) + Implicit Data (Observed)
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
Response to
Facebook Ad
(Facebook Custom
Audience)
Email Signup
via Brand
Website
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to Learn about the Customer’s Interests and Deliver Personalized Offers, Information and Service
Pro
gre
ss
ive
Pro
fili
ng
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History
When customer data is used to predict and deliver personalized offers, Conversion Rates increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark ReportEmail
Mobile
Online
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Joel Book Heike Young
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demo, video, Q&A, etc.
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/
