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