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Blueprints for Smarter EmailsChad WhiteLead Research AnalystSalesforce Marketing Cloud@chadswhite
Subscriber expectations are rising. People are tired of “one size fits all” messaging. They know marketers can do better.
@chadswhite
And they’re right.
@chadswhite
Marketers have all the tools necessary to meet or exceed subscriber expectations.
@chadswhite
The challenge is how to get from where you are to where you want to be.
@chadswhite
Rather than trying to heroicallyleap to the top in a single bound, implement a series of incremental improvements.
@chadswhite
In other words, take the stairs.
@chadswhite
Chad White• Lead Research Analyst, Salesforce Marketing Cloud
• Author of “Email Marketing Rules” and nearly 3,000 posts and articles about email marketing
• 10+ years covering email marketing and ecommerce as researcher and journalist
1. Design
2. Personalization
3. Journeys
Over the next 35 minutes, we’ll talk about how incremental changes to…
…can lead to smarter emails.
@chadswhite
Plus, real-world examples from the
Email Swipe Filepinterest.com/marketingcloud
@chadswhite
1Design
+ Defensive Design
+ Mobile-Friendly Email Design
+ Mobile-Friendly Landing Pages
Smarter through Design
@chadswhite
1. HTML text
2. Alt text, including styled alt text
3. Background colors, including mosaics
4. “Bulletproof” buttons
Defensive Design Tactics
@chadswhite
+ Defensive Design
+ Mobile-Friendly Email Design
+ Mobile-Friendly Landing Pages
Smarter through Design
@chadswhite
Percentage of emails read in mobile, webmail, and desktop environments
0%
10%
20%
30%
40%
50%
60%
70%
80%
Oct. '13 Dec. '13 Feb. '14 Apr. '14 Jun. '14 Aug. '14 Oct. '14 Dec. '14 Feb. '15
Not Mobile-Friendly Mobile-Friendly Responsive Mobile-Aware
Percentage of 140+ Major B2C Brands Using Mobile-Friendly Email Designs
The State of Email Mobile-Friendliness
Source: Salesforce Marketing Cloud
Email conversion rates on smartphones are about half of what they are on tablets and desktops. The majority of that gap is due to poor design rather than consumer preference.
@chadswhite
Responsive: Content adapts to device
Hybrid Responsive-Aware: Some responsive and some mobile-aware content
Mobile-Aware: Single column, large images & text, well-spaced links
Quasi–Mobile-Aware: Some mobile-aware content
Desktop-Centric: 2+ columns, small text, close links
The Mobile-Friendly Spectrum
@chadswhite
+ Defensive Design
+ Mobile-Friendly Email Design
+ Mobile-Friendly Landing Pages
Smarter through Design
@chadswhite
© Copyright Salesforce ExactTarget Marketing Cloud. All Rights Reserved.© Copyright Salesforce ExactTarget Marketing Cloud. All Rights Reserved.
Mobile-Friendly Disconnects
In June 2014, only 30% of major B2C brands had mobile-friendly emails and landing pages. And 55% had one or the other.
Disconnect:
© Copyright Salesforce ExactTarget Marketing Cloud. All Rights Reserved.
Google will begin ranking mobile-friendly
sites higher starting Apr. 21
“With approximately 50% of searches now conducted on mobile devices, any sites that are not optimized for mobile could see big decreases in search traffic.” —Return Path
@chadswhite
1. How early in the relationship they are
2. Your subscribers’ email client and device usage
3. Providing a consistent experience as they go from email to landing page
Think about Designing based on…
@chadswhite
2Personalization
Marketers recognize the needfor personalization, but other initiatives have pushed it down the to-do list.
@chadswhite
Personalization Has an Impact on Metrics Related to Top Marketing Goals
@chadswhite
Personalized Customer Experiences Still Lag Traditional Marketing Goals
@chadswhite
+ Personalization & Dynamic Content
+ Segmentation
+ Live Content
+ Predictive Intelligence
Smarter through Personalization
@chadswhite
+ Personalization & Dynamic Content
+ Progressive Profiling & Segmentation
+ Live Content
+ Predictive Intelligence
Smarter through Personalization
@chadswhite
+ Personalization & Dynamic Content
+ Segmentation
+ Live Content
+ Predictive Intelligence
Smarter through Personalization
@chadswhite
+ Personalization & Dynamic Content
+ Segmentation
+ Live Content
+ Predictive Intelligence
Smarter through Personalization
@chadswhite
1. Who They Are: demographics, psychographics
2. Who They Care About: their kids, pets, parents,…
3. What They Did: actions, behaviors,…
4. What Others Did in Reaction: community reaction
5. What They Have: purchase history, acct. balance
6. Where They Are: location, residence, fav store
7. How Others Like Them Behave: segments…
Think about Personalizing by…
@chadswhite
3Journeys
+ Address Moments that Matter
+ Make It a Series
+ Integrate Journeys across Channels
Smarter through Journeys
@chadswhite
“Moments that matter—the events that have a high impact on customer satisfaction, engagement, and purchase intent.” —Email Marketing Rules
@chadswhite
Source: “Email Marketing Rules” (2nd Ed.)
@chadswhite
• Subscribes or joins loyalty program
• Makes a purchase
• Registers for an event
• Browses or carts without buying
• Enters a contest
• Provides birth date, anniversary
• Stops engaging
Micro-Journey Triggers
@chadswhite
Effectiveness of Triggered Email Campaigns
@chadswhite
Maximize the positive impact of these moments by driving high impact behaviors and creating the strongest brand impression.
@chadswhite
+ Address Moments that Matter
+ Make It a Series
+ Integrate Journeys across Channels
Smarter through Journeys
@chadswhite
Welcome Email Series stats
Source: Salesforce Marketing Cloud
@chadswhite
+ Address Moments that Matter
+ Make It a Series
+ Integrate Journeys across Channels
Smarter through Journeys
@chadswhite
1. Content & calls-to-action
2. The number of emails (series)
3. Timing of each email in journey
4. Conditional emails and content
Think about Optimizing…
@chadswhite
NowTake the Next Step
5 Blueprints for Smarter Emails
salesforce.com/5blueprints
Download…
@chadswhite
June 16-18 | New York Citysalesforce.com/connections2015
Thank you
