using email to accelerate marketing & sales performance
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Using Email to Accelerate Marketing
and Sales Performance
About Joel Book
34 veteran, building and managing Database Marketing solutions for BtoB and BtoCcompanies
Teach companies how to leverage customer data and marketing technology to drive sales, serve customers, and build long-term brand loyalty
Voted one of the “50 Most Influential People in Sales Lead Management” in 2009
Joel BookPrincipal, Marketing Research & Education GroupExactTarget
@joelbookjbook@exacttarget.com
My Sincere Thanks to our 8,000+ Clients
<1990 1990s
Direct MailTelephone
1999 2000s 2010TVRadioPrintDisplay
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Display
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter
Marketing Media Evolution
Marketing has shifted from a one-size-fits-all broadcast to a two-way conversation.
Customers respond best to information, offers and invitations that are: Personal
Relevant
Timely
SERVING has become the new SELLING
Your Brand Evangelistshave becomeYour Best Marketers
• Aid the Buying Process• Improve Customer Service• Maximize Retention
How Consumers Begin Their Day
58% of Online Consumers Begin the Day With Email.
Full report available at www.exacttarget.com/sff
Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning
In 2009, email delivered an average ROI of $43.62 per dollar spent.
Source: DMAPower of DirectEconomic Impact Study
In 2009, 82% of top marketers reported that email was their channel of choice for retention.
Source: Winterberry Group
Trade Shows
Sponsored Events
Print Advertising
Direct Mail
Social Networks
Broadcast Advertising
Public Relations
Webinars
Search Engine Marketing
Word of Mouth
Online Advertising
Corporate Blogs
Website
Customer Engagement Begins at Your Website
The Customer Life Cycle
Website Visit
Product Evaluation
Product Purchase
Product Usage
Brand Loyalty
Repurchase/Renewal
Once a person gives you permission . . . • Email aids the buying process.• Drives repeat usage.• Keeps the customer connected to your company.
Business Getting Business Keeping
Email: The Backbone of Customer Engagement
Marketing Goal
Email Objective
Life CycleStage
Attract Engage Convert Serve
• Send Welcome Email; Thank customer for visiting website
• Provide link to Preference Center; Invite customer to identify product needs and interests
Attract Engage Convert Serve
• Provide Information to aid purchase decision
• Send invitations to webinars and live events
• Invite product demonstration or trial
Provide Information • Promote related products/services
• Provide links to endorsements and videos from satisfied customers
• Reinforce the value they will receive from becoming a customer
• Send purchase transaction confirmation
• Thank customer for purchase
• Invite feedback and reviews
• Send product news and service updates
• Send triggered alerts
Reward
• Invite customer to join discussion group on website
• Provide links to product-related resources on website
• Provide incentive to renew or repurchase
• Send purchase-triggered cross-sell offer
Website Visit
Product Evaluation
Product Purchase
ProductUsage
Repurchase/Renewal
BrandLoyalty
RewardRenew
• Ask for referral to friend or colleague
• Invite customer to contribute to blog
• Reward customer for loyalty.
The Customer Lifecycle
Align Email Objectives to the Marketing Goal
BEST BUY STAYS CONNECTED AFTER
THE SALE
MOTORCYCLE SUPERSTORE USES CUSTOMER DATA TO PERSONALIZE
PRODUCT OFFERS
EMAIL+ANALYTICSRECOVER LOST SALES!
SkyMall’sremarketing email
campaign increases annual sales by 30%!
Expedia’s PreTrip Email Series
• Begins on purchase date and concludes on date of travel
• Provides travel itinerary and check-in procedure
• Includes links to resources such as hotels, car rental, restaurants
EXPEDIA PROVIDES RELEVANT INFORMATION
TO TRAVELERS
Webinar Invite Product News Newsletter Product Launch Event Invite
Hitachi Data Systems Uses Email as the Backbone of its Global Customer
Communications Strategy
MIKE’S USES EMAIL TO DRIVE REPEAT
BUSINESS.
• Amplifying Your Message• Fueling the Conversation• Attracting New Customers
Social Media has Revolutionized the Way Brands Engage Customers
Your Brand Image = Sum of All Conversations
Social Media Usage (Worldwide)Facebook: 620M active users
Twitter: 190M active users
LinkedIn: 80M active users
You Tube: 300M visitors/monthAs of 11/10
75% of social media users say email is the best way for companies to communicate with them.
MarketingSherpa, 2010
PAPA JOHN’S USES EMAIL+SOCIAL
MEDIA TO ATTRACT NEW CUSTOMERS
DREAMFIELD’S INVITES CUSTOMERS TO
SPREAD THE WORD!
The Power of VideoSince Milwaukee Tools began including
links to video showing its tools in action, website traffic has increased 36%!
Milwaukee Tools Launched METToolTV on YouTube in November 2008
• 62 Videos Uploaded• 217, 412 Videos Viewed
Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Whole Foods Chicago Uses Twitter Too!• 5,473 Followers for @WholeFoodsCHI• Tweets highlight in-store events, promote special offers, and answer customer questions
Whole Foods Chicago Uses Twitter Too!• 5,473 Followers for @WholeFoodsCHI• Tweets highlight in-store events, promote special offers, and answer customer questions
Regarding Twitter . . . • 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 3X more likely to engage with brands than users of other social networks
Apps LBS Mobile Web Social
Use of Mobile Devices is Exploding
Messaging
Use of Mobile Devices is Exploding
AdsVideo Email QR CodesCoupons
By 2012, global shipments of Smartphoneswill top 480MM.
That’s more than Notebook and Desktop PCs combined!
Source: Morgan Stanley Research
34% of all US mobile subscribers used email on their phones in May 2010.Source: Pew Research Center, 2010
EMAIL DOMINATES MOBILE WEB TIME
EMAIL + MOBILERETAIL SALES ACCELERATOR
Shoppers using smartphones will account for at least $127 billion in 2010 holiday sales.Source: IDC Retail Insights, Dec. 2, 2010
Redemption rates for mobile coupons are between 5-20%.Source: Cellfire, 2010
PIER 1 USES SMS TO ADD NEW EMAIL SUBSCRIBERS
Belk Uses Mobile Updates to Drive Retail Traffic
43
Ally Bank Invites Customers to Text
for Latest Rates
About Scotts• The Scotts Miracle-Gro
Company was founded in 1868 in Marysville, Ohio.
• Scotts is the world's largest marketer of branded consumer lawn and garden products, with a full range of products for professional horticulture as well.
SELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGSELLING BY SERVINGScottsMiracle-Gro Uses
Email to Teach Consumers When and How to Use its Products for Best Results
EXACTTARGETinACTION.com
www.
Lawn Care Update
Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Scotts Uses Lawn Care Update. . .• To Educate Consumers • To Drive Traffic to Channel Partners•To Create Brand Advocates
Facts• Started in Spring 2000• Subscribers: 1,500,000+
EXACTTARGETinACTION.com
www.
Lawn Care UpdateThe Anatomy of Lawn Care Update• 355 total unique lawn/region combos
• 165 regions the US• 8 grass types or blends
• Regionalized tips, advice, special offers
• Links to articles, blog, videos, and “Scotts Insider” discussion groups
LAWN CARE UPDATE PRODUCES RESULTS
Lawn Care Update Subscribers . . . Apply 16% more Scotts fertilizer per year than those who don’t subscribe. Are twice as likely to apply the recommended Scotts product.
SCOTTS USES EMAIL TO ALERT CUSTOMERS ABOUT POTENTIAL WEED OR INSECT PROBLEMS
3. Scotts sent Lawn Care Update with information on GrubEx® to customers who could be affected.
Scotts1. Last season, Scotts observed an increase in calls regarding Grub infestation in Northeast and Midwest
2. As report volume increased, Scotts decided to alert its customers.
Blogs at Scotts.com• Written by Ashton Ritchie and
other industry experts • Reinforces recommendations
made in Lawn Care Update
SCOTTS USES EMAIL TO PROMOTE ITS BLOG
SCOTTS USES EMAIL TO DRIVE TRAFFIC TO ITS
FACEBOOK PAGE
SCOTTS USES FACEBOOK TO INVITE FANS TO
BECOME SUBSCRIBERS.
SCOTTS INVITES CONSUMERS TO OPT-IN FOR TEXT ALERTS
SCOTTS USES DIRECT RESPONSE TEXT TO MAKE OPT-IN EASY
Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply
NEED PERSONALIZED LAWN CARE ADVICE ?LAWN CARE ADVICE ?LAWN CARE ADVICE ?
SCOTTS HAS AN APP FOR THAT!
Volvo Construction Equipment
• VCE is part of Volvo Group; Started in 1832
• Products and services are offered in more than 125 countries through proprietary or independent dealerships.
• Volvo machines are used for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
Monthly Email for End-Users
The Monthly eMail Newsletter delivers latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.
2. Interactive Functionality – Adding video links has allowed Volvo to gather immediate feedback on product interest.
3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re-design.
4. Performance Metrics
– Average 12% Open Rate
– Average a 7% Click Through Rate
Dynamic Content template to allow for dynamic content. Through
VIDEO IS VERY EFFECTIVE FOR
EDUCATING BUYERS
Lead Management Workflow
Volvo CE leadsExternal leadsCustomer dataMarketing data
Data cleansing
Dynamic eMail
Auto-generated salesman
reports
Data cleansing
In 2009, Volvo’s online marketing strategy generated 285 lead conversions representing new equipment sales of $58MM!
Used EquipmentVolvo Remarketing Services'
Weekly Inventory List
1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30%.
2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.
3. Response Metrics –
– Average 21% Open Rate
– Average a 11% Click Through Rate
The Remarketing Email is for select customers who request
used equipment alerts.
–of Contents section with links to articles and
Helping Dealers Sell Used EquipmentA CRM-triggered email provides the Volvo CE dealer details about the lead.
Product Detail Landing Page for Customer
Lead Notice Email for Dealer
A CRM-triggered email directs the customer to the correct landing page.
Attracts prospective customers to the VolvoCE YouTube page.
@VolvoCE_NA is on Twitter!
Attracts prospective customers to the VolvoCE website.
Volvo Construction Marketing Technology
Total Integration of Customer Data
• All email planned and executed through integration of email and CRM
• Leads get to Volvo sales reps more quickly
• Eliminates manual lead entry
• Ability to measure
campaign effectiveness
Total Integration of Customer Data
All email planned and executed through integration of email and CRM
Leads get to Volvo sales reps more quickly
Eliminates manual lead entry
Ability to measure
campaign effectiveness
Landing Pages, Registration Pages
Product Microsites, Webcasts / Podcasts
Marketing Database
Email and Social Media Communications
www.volvoce.com
Campaign Tracking & Lead Scoring
10 Tips for Effective
Digital Marketing
1. Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.
2. Use SEO (Search Engine Optimization) to attractprospective email subscribers to your website.
3. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.
4. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)
5. Create a Subscriber Preference Center. Use it to identify customer needs and interests.
10 Tips for Effective Digital Marketing
6. Develop email programs that deliver information, offers and invitations that “serve” the customer.
7. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.
8. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience (Testimonials, Video).
9. Leverage social media (YouTube, Blog, Twitter). This creates more awareness of your product and attracts website visitors.
10. Automate email communications by integrating email technology with CRM and e-commerce systems.
10 Tips for Effective Digital Marketing
A Single Platform for Interactive Marketing
INTERACTIVE MARKETING HUB™
How 1,500 adults use Email, Facebook & Twitter.
Get the 6 part report! Send the following text message:
• To: 38767• Message: Research (SPACE) Your Email Address
2010 EXECUTIVE SUMMARY
Get key findings and takeaways to impact your ROI today!The SUBSCRIBERS, FANS, & FOLLOWERS 2010 Executive Summary will help you capitalize on the current interactive marketing landscape—in real time, with real results for your business.
DOWNLOAD The 2010 Executive Summary:www.exacttarget.com/sff/download
Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.
In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement
2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels
3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Design Toolkit
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences
Stay Current!!
Thank You!
jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook
Joel BookExactTarget, Inc.Joel BookExactTarget
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