7 ways to enrich email marketing with predictive intelligence
DESCRIPTION
Email is the cornerstone of any successful marketing campaign. In fact, 68% of marketers say that email is a core component of their business strategy. So, maximizing the impact of your customer emails is more important today than ever before. Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management. By leveraging the power of Predictive Intelligence in your email marketing strategy, you help your customers make the ‘keep or delete’ decision effortless with meaningful, personalized content in each email that subscribers won’t ignore. Please join Eric Tobias, Vice President of Web and Predictive Intelligence Products, Salesforce ExactTarget Marketing Cloud, for an insightful webinar that will focus on nurturing your 1:1 customer relationships and maximizing inbox relevancy with seven strategies to enrich your email marketing.TRANSCRIPT
7 Ways to Enrich Your Email Marketing with Predictive Intelligence
Eric Tobias, VP Web Products and Predictive Intelligence
Eric Tobias, Vice President of Predictive Intelligence, Salesforce ExactTarget Marketing Cloud As Vice President, Predictive Intelligence at ExactTarget, Eric owns predictive and web product strategy and innovation at ExactTarget. Prior to joining ExactTarget, Eric was the founder of iGoDigital, a leading provider of personalization technology. iGoDigital was acquired by ExactTarget in 2012. Prior to starting iGoDigital, Eric was the co-founder of Batteries.com and Technuity.
Agenda
• Why Email?
• Why Personalization?
• 7 Ways to Enrich your Email Marketing • Questions
of marketers say that email is a core component of their business strategy.
Email is the cornerstone of any successful marketing campaign. In Fact:
68% 2014 Marketing Cloud Benchmark Report: Predictive Intelligence
“Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management.
2014 Marketing Cloud Benchmark Report: Predictive Intelligence
86% of surveyed marketers agreed that they “use personalization based on broad segmentation and simple clustering techniques,” and 84% agreed they “use personalization based on simple business rules”
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
86% of surveyed marketers agreed that they “use personalization based on broad segmentation and simple clustering techniques,” and 84% agreed they “use personalization based on simple business rules”
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Marketers are still relying on basic customer data rather than behavioral and preference information
Increase Conversion Rates by 15% to 25%
Improve Open Rates 40% to 55%
Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates
Why does this matter? Marketing emails that include personalization:
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Leveraging the power of Predictive Intelligence technology in your email marketing strategy will make your customers’ ‘keep or delete’ decision effortless with meaningful, personalized content in each email.
What’s the Solution?
7 Ways to enrich your email marketing with Predictive Intelligence technology
Integrate Data Silos
Build Cohesive Profiles
Maximize relevancy
Predict content
Expand email opportunity
Bridge the gap between web and email
Nurture real-time relationships
Integrate Data Silos 1
Integrate Data Silos
"You can never have too much data - bigger is definitely better. The more data you can collect the finer-grained the results can be.”
Werner Vogels Chief Technology Officer
Amazon
CRM Email Web Single View of the Customer
Only 26% of surveyed marketers pull from their customer data on a daily basis, placing many marketers in a perpetual game of catch up
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Algorithms
Observe implicit behaviors online Capture explicit preferences via Guided Selling and Preferences Centers
Build Cohesive Profiles 2
94social interactions
12purchases
200engagements
23affinities
Nolan
CALIFORNIA
FINANCIAL ANALYST
28 Y/O
Build Cohesive Profiles
Build Cohesive Profiles
Predictive Intelligence powers the engine that observes, collects, stores, and leverages behavioral data
Melissa Smith [email protected] Age 32 @MelissaSmith01 Chicago, IL Facebook Friend & Email Subscriber
The data is stored
regardless of whether the customer is known or unknown
Brian’s Profile
HIKING
BLACK
BACKPACK
TENT MOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF
Brian’s Profile
HIKING
BLACK
BACKPACK
TENT MOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF
Without the hassle of managing your data, you can focus on what’s important:
Keeping Customers Engaged
Maximize Relevancy 3
Maximize Relevancy
Recommend hero graphic images based on what we know about the visitor in her profile
Recommend topics of articles or ads based on what
topics are most important to the visitor
Products are recommended and personalized based on the visitor’s profile
Conversion rate increases dramatically from
6.32% in months 10-12 to
9.60% in months 13-18 when Predictive Intelligence data in incorporated into digital marketing tactics.
Maximize Relevancy
2014 Marketing Cloud Benchmark Report: Predictive Intelligence
Conversion rate increases dramatically from
6.32% in months 10-12 to
9.60% in months 13-18 when Predictive Intelligence data in incorporated into digital marketing tactics.
Maximize Relevancy
The longer you utilize the engine, the better acquainted it becomes with your customer base
2014 Marketing Cloud Benchmark Report: Predictive Intelligence
Predict Content 4
Predict Content
of surveyed marketers agreed that they use personalization based on broad segmentation and simple clustering techniques agreed they use personalization based on simple business rules
86%
83% A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
The future of customer relationships is in 1:1 marketing
Predict Content
Expand Email Opportunity 5
Expand Email Opportunity
Increase Conversion Rates by 15% to 25%
Improve Open Rates 40% to 55%
Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates
Marketing Emails that include personalization:
Expand Email Opportunity
Don’t get stuck sending the same “vanilla” email. Expand your options!
Expand Email Opportunity
Bridge the gap between web and email 6
Bridge the gap between web and email
Only 34% of marketers report using real-time decisioning technology and customer data to drive interactions.
Bridge the gap between web and email
Bridge the gap between web and email
Hero / Main Slot
Smart Content 2
Smart Content 3
Smart Content 1
Nurture real-time relationships 7
Nurture real-time relationships
Nurture real-time relationships
Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction.
Take the Customer Journey to the Next Level Why risk the possibility of your customers pressing ‘unsubscribe’ just because you’re not treating each customer as an individual?
7 Ways to enrich your email marketing with Predictive Intelligence
Integrate Data Silos
Build Cohesive Profiles
Maximize relevancy
Predict content
Expand email opportunity
Bridge the gap between web and email
Nurture real-time relationships
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