Email Marketing

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Email Marketing

• Ethan Zoubek Exact Target

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What Is Email Marketing?

• A form of direct marketing which uses electronic
  mail as a way to communicate with people

• Pros
• Relatively low cost
• Delivery in seconds or minutes
• Reach is extensive
• ROI can be tracked and is substantial when done
  properly
• Generate repeat business automatically and
  affordably
• Advertiser can push a message whereas website
  has to wait for the visitor
• Over ½ internet users check/send email every day
• Save a tree Go Green!

• Cons
• Illicit email marketing (SPAM) predates
  legitimate email marketing
• Spammers try to represent themselves as
  legitimate businesses
• Email reputation ISP perception (bounces,
  bulk-email, SPAM traps)
• Information is often of no interest or value to
  the recipient
• CAN SPAM Act of 2004

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Two types of email

• Commercial advertisement or promotion of a
  commercial product or service
• Examples
• Credit card provider offering identity theft
  protection
• Promotional emails to shopping cart abandoners

• Transactional an expected (often anticipated)
  response to a consumer action
• Examples
• Order acknowledgement
• Updates/alerts
• Shipping notification
• Warranty / return policies
• Opt-in confirmation

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Frequently used terms

• A/B split (Nth name) list is split in two with
  every other address receiving different content
  to determine message is more effective
• Acquisition cost the cost to generate 1 lead or
  subscriber in an email campaign
• Batch blast generic content that is sent to a
  list of email addresses (often without
  permission)
• Blacklist list of domain or IP addresses of
  emailers suspected of sending spam
• Bounce messages that fail to reach the intended
  recipient
• Campaign Coordinated set of messages delivered
  with an objective (call-to-action) in mind
• Conversion measure of success for email
  campaigns ( of recipients that completed a
  purchase)
• Creative copy and content
• Dynamic content unique content of interest and
  specific to the subscriber
• Event-triggered pre-programmed message sent
  automatically based on an event like date or
  anniversary

• False positive legitimate email mistakenly
  rejected by a spam filter
• Feedback loop ISP forwards recipients email
  marked as spam for removal by sender
• Forward to a friend email recipients send your
  message to people they know
• Landing page web page viewed by clicking on a
  link within an email
• Opt-in recipient granted permission to receive
  email
• Opt-out subscriber decides he no longer wants
  to receive email from you
• Personalization email is personalized to the
  recipient
• Segmentation Targeted messages sent to groups
  with specific characteristics or demographics
• Subscriber email recipient that granted
  permission to receive your message
• Spam Trap words, graphics

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Home Depot Online a design that 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

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Examples of email marketing campaigns

• Drip staggered email sends to inform/notify
• Remarketing special offer emails sent to
  shopping cart abandoners or software users that
  dont buy at end of evaluation period
• Surveys feedback from prospects, customers,
  partners, employees

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Remarketing Campaign
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Relational Data - Loyalty Program
Customer Points Balance Table
eDining Members Table
Program Levels Table
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Email Marketing Best Practices Start with a Plan

• Start with a plan
• Whats in it for subscribers? Value Proposition
• Whats in it for your organization? Stakeholders
• Define and share your goals!
• Gather your audience- build a quality list
• Define your message
• Measure your program
• Dont be afraid of making mistakes- optimize as
  you grow

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What to measure
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Measure

• Although over 90 of email recipients will take
  action within the first 48 hours, wait 7 days to
  review results
• On a weekly/monthly basis review bounce rate,
  opens and clicks are results as you expected?
• Observe behavior of your subscribers by reviewing
  the top 3 links clicked is behavior in line
  with the purpose of the email?
• On a quarterly basis review results looking for
  trends list growth, attrition, variation in
  results

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Email Metrics ROI

• Standard
• Open rates - of recipients that open the email
• Conversions - of recipients that engaged in
  call-to-action
• Click-throughs number of links contained within
  message body that recipient clicks on
• Conversions
• of recipients that subscribed to newsletter
• of recipients that completed a purchase

According to Anna Chernis, Sr. DMA Research
Analyst, in 2008 For every 1 spent, the average
ROI will be 45.65 Next to SEO, email marketing
produces the best results of all direct marketing
methods
2008 DMA industry stats
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Admin Screen within ExactTarget

• Salesforce Integration
• Send ExactTarget Email link within Salesforce
• Execute single sends to a Salesforce Lead and
  Contact
• Salesforce Reports to ExactTarget mailing lists
• Tracking in both ExactTarget and in Salesforce
• Individual results in Lead or Contact Activity
  History
• Aggregate results in ExactTarget Tracking Details
• User Experience in Salesforce
• Create emails
• Send Emails to
• Salesforce Campaigns and Reports
• Personalization and Dynamic Content
• Mapped to Salesforce Lead, Contact and Account
  Fields
• Aggregate Tracking Results
• ExactTarget Job Details Page

Profile Center within ExactTarget
Send Wizard within ExactTarget
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In ExactTarget In Salesforce
User Experience

• Send Emails to
• Individual Lead or Contact Record (WIL)
• Campaigns (WIL)
• View Aggregate Tracking Results in custom object
• View individual detail on Lead and Contact
  records
• Generate Reports and Dashboard from individual
  and aggregate data

• Create emails
• Send Emails to
• Salesforce Campaigns and Reports
• Personalization and Dynamic Content
• Mapped to Salesforce Lead, Contact and Account
  Fields
• Aggregate Tracking Results
• ExactTarget Job Details Page

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Send to an individual lead or contact
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Send to a campaign from within Salesforce
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Send to Report(s) or Campaign(s)
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Attribute Mapping
How are you leveraging your data?
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Re-Marketing Program (B2C)

• IMPORT DEFINTION
• Identify external data source
• Define import parameters once
• Schedule daily import

Subscriber Table
Products Browsed Table
Default Offers Table

• RE-MARKETING EMAIL
• Only subscribers who browsed are mailed to
• Default offers based on products browsed
• Insert description of offers from default offers

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Remarketing Programs (B2B) Before Automating
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Remarketing Programs (B2B) After
Automation When where you can automate the
processes!