Marketing Panel: Secrets to Email Campaign Success

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Marketing Panel Secrets to Email Campaign
Success
Track Marketing Executives

• Rasmus Mencke, salesforce.com
• Charlie McKinney, McKesson
• Jason Stewart, Demandbase

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Rasmus Mencke Senior Product Manager
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Why Email Marketing?

• Integral part of the Marketing mix
• Very effective way to reach most people
• Low cost
• High ROIs on great campaigns

By 2013 the US email volume will near 840
billion messages!
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Marketing Environment Today
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Email Marketing is Growing
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When Email Marketing is Effective
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Avoid pitfalls
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Getting Your Emails Delivered

• Technical sending problems
• Excessive invalid addresses
• Excessive spam complaints
• Content that looks like spam

? Salesforce
? Bounce Management
? Feedback loops
? You
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Know you audience
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Know your audience
Soccer mom
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Know your audience
Doctor
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Know your audience
Executives
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Frequency
Sending too many emails?
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Frequency
Not sending often enough?
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Subject Lines
Are getting shorter and shorter
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Charlie McKinney Director of Sales Support, RMS
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All About McKesson
As the nations leading health care services
company, we provide pharmaceuticals, medical
supplies and health care information technologies
that make health care safer while reducing costs.
McKesson touches virtually every aspect of health
care.
Company Logo Here

• INDUSTRY Healthcare Technology
• EMPLOYEES 30,000
• GEOGRAPHY Global
• USERS 600
• PRODUCT(S) USED SFA, Service Support, 5
  downloaded AppExchange applications, and 6
  partner integrations

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Email Campaigns Achieving Success

• Overview of the RMS (Revenue Management
  Solutions) business unit
• The role we play within McKesson
• Our audience
• Doctors, physicians
• When and how are they reading emails

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McKesson Email Strategy

• Our Email Marketing Strategy
• Quarterly Newsletters
• Educational Offerings (DVDs, CDs)
• Hot Topics/Issues
• Collateral
• Customized to our audience

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Distribution lists

• Build Distribution Reports
• Create lists/reports based on who we want to
  target
• Connect list to specific campaigns

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Creating Master Campaigns in Salesforce
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Creating Campaigns in Salesforce
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Execute Email Campaigns

• Send Email (ExactTarget)
• Receive Email Metrics (ExactTarget)

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Tracking Reporting (ROI)

• of responses received
• of opportunities created
• of opportunities that closed

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Summary

• Know your audience and target effectively
• Utilize the master campaign function
• Create multiple related email campaigns
• Ability to report/determine results and ROI
• Lead generation follow-up to prospects

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Jason Stewart Senior Manager, Demand Generation
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All About Demandbase
Demandbase provides B2B sales and marketing
solutions for identifying, reaching and
converting new customers.

• INDUSTRY Technology
• EMPLOYEES 25
• GEOGRAPHY United States
• USERS 12
• PRODUCT(S) USED SFA, Marketing, Service
  Support, many downloaded AppExchange applications

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Goals of a Good Email Campaign

• Cultivate and nurture your responses ("opens" and
  "clicks) so that they turn into customers
• Get those non-responders engaged and interested
• Turn non-attendees, bounced emails and
  unsubscribes to your advantage
• Close the Loop, Measure Success

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Campaign Email Promoting a Webinar

• Webinar leads are valuable
• Webcasts vs. White Papers
• Response handling is critical
• Track registrations
• Email login information
• Track attendees
• Email archived presentation access
• Send it, track it

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How Will You Track Return on Investment?
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Create Your List
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The Creative and Offer
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Monitor Your Results in Salesforce
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Track at the Lead and Contact Level!
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Clicks / Opens

• Get on the phone.

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Non-Responders

• Re-mailing is key why didnt they respond?
• Volume of Email They Receive
• Subject Line
• From Name
• Too Busy
• Content
• Appearance

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Non-Responders Appearance
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Bounces

• Churn Rates
• 40 of email users change their email address  at
  least once every two years
• 15 change it one or more times a year
• Average churn rate of 21
• According to Marketing Sherpa's Email Marketing
  Benchmarking Survey for 2006, B2B Marketers face
  an average attrition rate of 2.1 per month

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Bounces

• Distribute lists to salespeople
• Determine type of bounce, if possible
• Consider alternate campaigns
• Winery Example

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Bounces
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Unsubscribes

• Dont take it personally
• Dont think theyre not interested
• Dont stop marketing to them

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FYI Web Analytics as a Next Step

• Vertical Response Email Campaign 831 Emails Sent
• 22.4 Open Rate, 3.85
  Click Rate

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How Will You Track Return on Investment?
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Summary

• Celebrate your registrations
• Call your opens/clicks to close for registration
• Re-mail the non-responders, find the right
  message
• Use bounce lists as a guide for updating your
  data
• Market to unsubscribes using alternate methods
• Close the Loop! Was it worth it?

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QUESTION ANSWER SESSION
Moderated By
Rasmus Mencke
Senior Product Manager
Salesforce.com
Charlie McKinney
Director of Sales Support, RMS McKesson
Jason Stewart
Senior Manager, Demandbase