Joel BookPrincipal, eMarketing Research & Education

@joelbook / @ExactTarget

Best-in-ClassBest-in-ClassHow Smart Marketers Use 

Email, Social & Mobile Media to Fuel Customer Engagement

Joel Book: @JoelBookExactTarget:  @ExactTargetAIMS Hashtag:  #AIMS2012Great examples of using digital media for live

entertainment marketing! @JoelBook

Wow! Great examples of how companies are using cross-channel marketing to engage customers! @JoelBook @ExactTarget #AIMS

Digital Media [R]evolution

2012

Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes

1990s

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Advertising

1999

IMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

2000s

Mobile EmailSMSIMEmailFaxDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

<1990

FaxDirect MailTelephone

TVRadioPrintDisplay

Customers Engage Brands through Multiple Channels

The Days of the Single‐Channel Buyer are Gone.(And they’re not coming back.)

The New Normal of Marketing 

“Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet.It really is understanding that you must be present in a conversation when they want to have it, not when you want to.”

Bob ThackerFormer CMO, OfficeMax

Marketing to a Segment of One

From:one-waybroadcastTo: one-to-oneengagement

• Aids the Buying Process• Improves Service• Maximizes Retention

The Customer Life Cycle

Email: The Backbone of Customer Engagement

Business Getting

Product Awareness

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

Email . . .• #1 for triggering purchase.(1)• #1 for penetration of online consumers.(2)• #1 for social sharing (Referral/Recommendation).(3)

1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20112. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 20123. Source: Zuberance Research Report: Three Surpirsing Things about Brand Advocates, 2012

67% of brand advocates recommend brands, products & services.

57% use Email as their main online recommendation tool.Source: Zuberance, March 5, 2012“Three Surprising Findings about Brand Advocates” 

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

Social Media UsersFacebook:  845M Worldwide(1) / 133M U.S.(5)

Twitter:  500M Worldwide(2) /   24M U.S.(5)

LinkedIn: 100M Worldwide(3) /   44M U.S.(3)

YouTube: 2B Views/Day; Avg. View: 15 Min.(4)

Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com

Social Media Facts

46% of consumers combine Social Media and Search Engines in

their buying process (GroupM)

Approximately 55% of Twitter

users are mobile users

77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands  (Mashable)

66% of US Internet Users participate in social media (eMarketer)

34% of marketers have generated leads using Twitter,

and 20% have closed deals using Twitter (AllTwitter)

24 hours of video are uploaded to YouTube

each minute. (YouTube)

US marketers will spend $3.6B to advertise on social networking sites in 2012; $5.6B by 2014Source: eMarketer

There will be more than 25 million Twitter users in the U.S. by the end of this year (eMarketer)

To monetize social media, convert “Fans and Followers” to email subscribers!

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)

• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service

Smartphones Fuel Mobile Email Use

107MM Americans will use smartphones in 2012. That number will grow to 133MM by 2014. Source: eMarketerAugust, 2011

89.6MM Americans use their mobile phone to access email. Up 28% YTDSource: comScore Data MineJanuary, 2012

86% of US mobile users prefer to have brands or stores send their promotions via Email vs SMS. Source: Ipsos March, 2012

Email is Preferred over SMS for Promotions Sent to Smartphones

Email is Preferred over SMS for Promotions Sent to Smartphones

Tablet PCs are a Mobile Marketing Game-Changer

Tablet PCs are a Mobile Marketing Game-Changer

The Apple iPad

55MM US Tablet Users in 2012

42MM US iPad Users in 

2012

Digital Marketing InnovatorsReal Marketers Real Solutions

Real Results

Best Use of Email to Deliver Relevant

Information and Offers

Best Use of Email to Deliver Relevant

Information and Offers

Scotts’ Lawn Care Update Teaches Consumers When

and How to Use Scotts Products to Get Best Results

Scotts’ Lawn Care Update Teaches Consumers When

and How to Use Scotts Products to Get Best Results

Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems

Objectives• To Educate Consumers • To Drive Traffic to Channel Partners• To Create Brand Advocates

Overview• Started in Spring 2000• Subscribers: 1,500,000+• 355 unique geo-demographic versions

Scotts Uses Lawn Care Update + “Scotts Alert”

Product Use Reminders to Drive Product Purchase

Scotts Uses Lawn Care Update + “Scotts Alert”

Product Use Reminders to Drive Product Purchase

Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.

Get started from Takeshi Print and save from Matt Top features with Matt1 2 3

Microsoft Onboards New Office Users with ”Get Started” Email Series

Exceptional open rate: 50% above industry average!

Exceptional use of video: 63% viewed complete training video!

Best Buy Personalizes Product Recommendations to Customer Profile

Jogos

Home Theater

Personalized product recommendations

Loyalty Program Information

Mobile

Closest Best Buy Store

Message for Best Buy Credit Card Holders

General Messages

Examples of other product themes

10 – 12 themes segmented by customer type

Message from Partners

Weekly Email CampaignEmail Volume:  20MillionEmail Versions: 18Million

Motorcycle Superstore Increased Sales 21% by Personalizing Product

Recommendations

Motorcycle Superstore Increased Sales 21% by Personalizing Product

Recommendations

DELTA FAUCET USES EMAIL TO CONNECT CONSUMERS WITH DEALERS

DELTA FAUCET USES EMAIL TO CONNECT CONSUMERS WITH DEALERS

Email is Papa John’s Primary Sales Tool

Papa Rewards“One Off” Special Promotional‐‐ Papa John’s National Email Campaigns ‐‐

Papa John’s Email Marketing Tool for Franchisees Papa John’s franchisees use this web‐based tool to create and send email promotions to their customers.

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

Hitachi Uses “Social Sharing” to Expand

Email Distribution and Generate Earned Media

Hitachi Uses “Social Sharing” to Expand

Email Distribution and Generate Earned Media

“Read the Story”  

“View the Video”

“Review the Case  Study”  

“Register for Webinar”  

“Try it Free for 30 Days”  

“Forward to a Friend”

Webinar Informational

Customer Newsletter

Product Launch

Event Invites

Email is the Backbone of Hitachi Data Systems’ Global CRM Strategy

• Nurtures leads; Keeps existing customers connected to HDS• Supports relationship management efforts of HDS field sales managers• Published in 18 languages in 23 different regions around the world

Heavy Duty News keeps Milwaukee Tool

Connected to Construction Workers

John JohnstoneBusiness Manager Volvo Construction Equipment

Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter

Invites visitors to request information on a specific Volvo Construction Equipment machine.

Lead Management Workflow

Data cleansing

Auto-generated email for customer

Auto-generated report for Volvo

sales rep

Microsoft Dynamics CRM enables Volvo sales reps to manage leads

Information Request

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

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 increase traffic to the website where Volvo gathers 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 Open Rate: 42%– Average Click Through Rate: 17%

VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT

VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT

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% and generated thousands of leads.

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. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% increase in speed of equipment sales

The Remarketing Email is for select customers who request 

used equipment alerts.

Volvo Construction Equipment’s e‐marketing solution helps dealers sell thousands of new and used machines each year.

Best Use of Email + Social Media to Attract and Engage Customers

Best Use of Email + Social Media to Attract and Engage Customers

SCOTTS INVITES FACEBOOK FANS TO

BECOME SUBSCRIBERS.

SCOTTS INVITES FACEBOOK FANS TO

BECOME SUBSCRIBERS.( And 50% Convert! )( And 50% Convert! )

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Crocs Invites Facebook Fans to become Crocs Email Subscribers

Crocs Email Subscription Center

Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

ANDRETTI AUTOSPORT INVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS

ANDRETTI AUTOSPORT INVITES FACEBOOK FANS TO SUBSCRIBE TO FAN ALERTS

Meet & Greet Promotion

Merchandise Promotion

Race Tune‐In Reminder

Fan Alert Promotion

TWITTER KEEPS FANS CONNECTED

AND ENGAGED

TWITTER KEEPS FANS CONNECTED

AND ENGAGED

Best Use of Mobile to Attract Email Subscribers

and Serve Customers

Best Use of Mobile to Attract Email Subscribers

and Serve Customers

Belk Uses Mobile to Drive Traffic to Belk Stores

Mobile Opt‐in Invitation on Belk Newspaper Insert

Mobile Opt‐in Invitation on Belk Customer Email

Mobile Opt‐in Invitation on Belk 

Facebook Page

53

Ally Bank Uses Mobile Connect™ to Drive

Leads from Print Ads

Goals• Drive email list growth among trade show 

attendees through SMS• Enable trade show attendees to meet 

privately with Siemens reps 

Solution• Invite attendees to use SMS to opt‐in for the 

Siemens Daily Schedule, sign up for Siemens email newsletter, and schedule a meeting

• SMS reminder sent 15 minutes before scheduled meeting time at Siemens booth

Results• Booked meetings with 20 of 25 C‐Level 

executives in attendance• “Most Innovative Booth” of conference

Siemens Uses Mobile Connect™

to Engage Trade Show Attendees

Siemens Uses Mobile Connect™

to Engage Trade Show Attendees

88769

Schedule JoelBook@ATT.net

Pei Wei Makes it Easy for Guests to Opt-in to the Promotion using SMS

Over a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. 

80565

Caramel JoelBook@ATT.net

"We wanted to take advantage of email’s reach and redemption to help promote and launch a new limited time offering. Using mobile allowed guests easily opt-in to our email program." Jason MillerPei Wei Asian Diner

Bar-Coded Email Coupons Were Sent to all Email SubscribersCampaign Results• The campaign generated nearly 

18,000 new email subscribers in just two weeks, making this Pei Wei’s most successful email list growth effort to date.

• Increased Pei Wei’s email list by 4 percent. It now exceeds 500,000.

• SMS accounted for 1/3 of new email subscribers.

• Coupon redemption rates exceeded 20 percent! 

Fenway ParkHome of the Boston Red Sox

The Official Lawn Care Company of Major League Baseball

“Many of the challenges I face at the park I have waiting for me on my lawn at home.”David MellorDirector of GroundsFenway Park, Boston, MA

SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS

SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS

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

“This is the largest program partnership that we have ever done. The program helped drive double-digit growth for the category.” – Sr. Executive, Lowes

7 Truths of Interactive Marketing

1. All marketing is becoming Direct Marketing.2. Engaging and serving customers requires skillful use of multiple channels.

3. Email is “The Backbone” of Customer Engagement.4. Your website is “The Hub” for email subscriber acquisition, lead generation, providing useful content.

5. SEO and Social Media are best tactics for attracting website visitors and potential email subscribers.

6. If the information or offers you deliver are irrelevant, so are you.

7. Mobile (in all its forms) is quickly changing the way brands interact with consumers. 

Thanks!Thanks!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook