© 2007 ExactTarget, All Rights Reserved
Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved.No portion of this presentation may be recreated, reprinted, distributed, published or
represented without the written permission of ExactTarget.
The New Essentials of Email MarketingHow to Leverage Digital Marketing Technology and Media
for Long-Term One-to-One Marketing Success
Joel BookDirector, eMarketing Education
ExactTarget, Inc.
Marketing 2008 Channel Proliferation.Media Fragmentation.
Diluted Messages.Detached Customers.
<1990 1990s
Direct MailTelephone
1999 2000s 2008TVRadioPrintDisplay
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
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The average customer is exposed to 1600 ad messages each day.
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Is anybody listening to
me?
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*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive
56% consider messages from known senders to be spam if they aren’t “interesting”
50% consider messages from known senders that are sent too frequently to be spam
48% are using “report spam” buttons for reasons other than to report unsolicited email
Consumers are Pushing Back
Marketers Must Stop Selling and
Start Serving.
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Serve the subscriber’s
needs
…and they will serve
yours
Welcome to the New Era of
Email Marketing
Integration.Automation.
Optimization.
THESE TACTICS MUST BE YOUR FOUNDATION
WEBSITE
SEARCHEMAILBLOG
PAID SEARCH
ONLINE VIDEO
MOBILE
SOCIALSMS
WHATEVER YOUR UNIQUE MIX UP HERE…
WHY?THESE THREE FOUNDATIONAL
TACTICS PRODUCE THE HIGHEST LONG-TERM ROI AND HELP EVERY OTHER TACTIC PERFORM BETTER
WEBSITE
SEARCH
CRM
Analytics Multi-Channel Interaction
BLOG
PAID SEARCH
ONLINE VIDEOMOBILE EMAIL
PHONESMS
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1. Design Your Website to Engage Visitors.The New Essentials of Email Marketing
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YOUR DIGITAL FOUNDATION
WEBSITE
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Trade Shows
Sponsored Events
Print Advertising
Direct Mail
Social Networks
Broadcast Advertising
Public Relations
Webinars
Search Engine Marketing
Word of Mouth
Online Advertisements
Corporate Blogs
The Web
Websites have become the “Hub” of Marketing
© 2007 ExactTarget, All Rights Reserved
“92% of business buyers go online to research products and suppliers.”Source: Forrester Research (July, 2007)
“51% of consumers are researching on the Internet, then completing their purchases offline.”Source: Jupiter Research (July, 2007)
The Customer Life Cycle
Interest Evaluation Purchase Usage LoyaltyRe-PurchaseWebsite Visit
Engagement Begins with Website Visit
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Many Visit. But Do They Convert?
Website Visitors
Print Ad
98% of website visitors do not convert.Source: WebTrends
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HP Sells the Value of Email Registration!
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HP invites subscribers to identify preferences for newsletter content
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HP explains why these questions are being asked.
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HP Technology at Work
Newsletter content is dynamically personalized based on customer-defined interests and preferences.
Special offers, event invitations and alerts are based on HP products used and subscriber-defined product interests.
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1. Design Your Website to Engage Visitors.2. Use Search to Attract Potential Email Subscribers.
The New Essentials of Email Marketing
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YOUR DIGITAL FOUNDATION
WEBSITE
SEARCH
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Lead Generation
Online Advertising
Print Advertising
Marketing Events
Acquisition Tactics
Social Networks
Search (Paid and Organic) 87% of commercial website traffic comes from organic search.Source: Forrester Research
Search is Vital
Interest
The Customer Life Cycle
Evaluation Purchase Usage Re-Purchase Loyalty
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Potential visitor searches on “Indianapolis.”
The ICVA Website is Optimized for Search
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Multiple Calls to Sign up on Every Page of Website.
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ICVA Sells Visitors on Benefits of Email Subscription
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ICVA Captures Subscriber Interests Email subscribers are invited to
identify their travel interests and preferences. Data is transferred to the ICVA
Subscriber Profile Management Center in ExactTarget Customer attributes are used to
personalize email content
“83% of consumers want more control of what email content they receive.”Source: MarketingSherpa, 2007
© 2007 ExactTarget, All Rights Reserved
1. Design Your Website to Engage Visitors.2. Use Search to Attract Potential Email Subscribers.3. Use Email to Aid the Decision-Making Process.
The New Essentials of Email Marketing
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YOUR DIGITAL FOUNDATION
WEBSITE
SEARCH
© 2007 ExactTarget, All Rights Reserved
WEBSITE
SEARCH
“Selling now takes more time and resources then ever before. The sales cycle has become 22% longer as buyers are taking longer to consider their decisions.”Source: Sirius Decisions
Retentionis the New
Acquisition
Email isthe “Linchpin” of
Retention.
© 2007 ExactTarget, All Rights Reserved
The Customer Life Cycle
Interest Evaluation Purchase Usage LoyaltyRe-Purchase
Email Aids the Decision-Making Process
“Those who buy products marketed through email spend 138% more than non-readers of email.”Source: Forrester Research “E-Mail Marketing Comes of Age.”
“Once a person has been attracted to your web site, email can move the prospect through theconsideration and evaluation stages . . . all the way to purchase.”Source: Forrester Research
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Email is #1 for ROI
Source: The Direct Marketing Association As reported in eMarketerDaily, October 30, 2007
“Commercial email ROI will hit $45.65 for every dollar spent in 2008.”
“Email produces the highest response rate of direct marketing methods studied."
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Case Study:EMC My EMC Insight, was awarded the DMA’s Database Excellence Award in 2007
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Purpose: To cultivate global prospects by: • Providing content, tailored to
their country and their specific selected interests.
• Keeping them actively engaged as they move from awareness through consideration to a purchase decision.
My EMC Insight
© 2007 ExactTarget, All Rights Reserved
My EMC Insight
EMC invites email subscribers to identify their geo location and topics of interest. Data is transferred to the EMC
Global Marketing Database Subscriber-supplied data is
used to dynamically personalize email content
“83% of consumers want more control of what email content they receive.”Source: MarketingSherpa, 2007
Subscription Center
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How does it all work together?
We
External Data Loads
Telemarketing, Data Entry, Sales and other External
Files Loaded Daily
Prospects
List Extract and Enterprise Reporting
CRMSystem
Lead Delivery to Sales
My EMC Insight
Market First
Contacts, Activities, Source Codes and Email Subscriptions are
synchronized
My EMC Insight Subscription
Center
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Segmentation for Email Marketing
Market FirstProspects Selection of Email
Recipients
InterestIndicators
Previous Content Viewed
CountrySegments
Output FileFor Email
My EMC Insight
Send My EMC Insight
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How Content is Personalized9 Solutions of Interest
• BURA • Information Security• Business Continuity • Content Management • Oracle• Microsoft • SAP • Storage
• Virtualization
3 Buying Process StagesEarly: prospect researching a solution• High level overviews• Analyst whitepapers
Middle: prospect evaluating vendors• Customer case studies • In-depth technical notes
Late: prospect ready to buy product or a solution• Product spec sheets• Technical whitepapers
Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.
A second Multiplier is X Each Country
My EMC Insight
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1. TOC (Dynamic Content )− Changes by country, user –
defined interests, and buying stage
2. Feature Article (Static Content)− Features events, products, and
content that the whole subscriber base receives
3. Other Articles (Dynamic Content)− Changes by country, user
interest and intensity of interest− Creative expands to allow up to
9 dynamic offers
2.
3.
1.
My EMC Insight
© 2007 ExactTarget, All Rights Reserved
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
2006 2007 2008 2009
ContactsSubscriptionsOutbound Activities
Consistent Growth in Email Subscriptions and Prospect Contacts
Exponential Growth in Prospect Engagement!
My EMC Insight Drives Engagement!
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1. Design Your Website to Engage.2. Use Search to Attract Potential Email Subscribers.3. Use Email to Aid the Decision-Making Process.4. Use Analytics to Optimize Email Relevance, Timing.
The New Essentials of Email Marketing
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Analytics
WEBSITESEARCHEMAIL
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Behavioral Targeting Optimizes RelevanceVisitor arrives at your website
Visitor Profile Repository
Call goes out toVisitor Profile
Repository
create profile
First-time visitorAutomated Self-learningPredictive Modeling Engine
Repeat visitor
retrieve profile
Optimalcontent decisionsent to ExactTarget
Content Library
ExactTarget sends email with content tailored to visitor profile
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Cable Shopping Network Gets It!The Challenge
−Maximize revenue and improve overall customer lifetime value
−Capture potential lost sales by automating manual re-marketing activities
The Solution−Re-marketing program targets customers who purchase
specific products or abandon the shopping cart− Highly targeted offers sent to customers drive adoption
of continuity programs
The Results− Increased overall site conversion rate by 1% (50%
improvement!)− 100% increase in site traffic− $1MM revenue increase in 2008!
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Johnston & Murphy Gets It!The Challenge
−Acquire new customers−Accelerate re-purchase and cross-sell
The Solution− Invite opt-in through website and stores−Automated email campaign triggered by
“life-cycle events” (i.e. opt-in, first purchase)
−Personalized offers based on interest or purchase behavior
The Results−New Customers: Up 29% in last 24 months −Email Open Rate: Up 18%−Email Response Rate: Up 44%−Sales Generated from Email: Up 33%
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“Targeted email campaigns – personalized to subscriber needs – drive 9 times more revenue and deliver 18 times more net profit than broadcast e-mailings.”
Email Blast
Source: David Daniels, Research Director – Jupiter Research
Behavior Targeting in Email
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1. Design Your Website to Engage Visitors.2. Use Search to Attract Potential Email Subscribers.3. Use Email to Aid the Decision-Making Process.4. Use Analytics to Optimize Email Relevance, Timing.5. Integrate Email and CRM.
The New Essentials of Email Marketing
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CRM
WEBSITESEARCH
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Customer Data – and the ability to Leverage it – is
a Huge Competitive Advantage
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WEBSITE
SEARCH
SOURCE: “Business Gain From How You Retain,” CMO Council
“More than of CMOs
report that they have little or no
customer demographic, behavioral,
psychographic or transactional data.”
50%
© 2007 ExactTarget, All Rights Reserved
Needs and Interests
CampaignResponse History
Leads/Opportunities
Purchase Transactions
HH or BusinessDemographics
Account/Contact Information
Database Management
Segmentation and List Creation
Customers with Specific Needs
Iden
tify
Prospects with Specific Needs
Offer
InformationSele
ct
Timing
Trigger
Det
erm
ine
ExactTarget
Offline
Online
Offline
Email Marketing Program Creation and Execution
Emai
l Cre
atio
n
Cus
tom
izat
ion
/ Per
sona
lizat
ion
Segment A• Offer/ Message• Timing• Response Plan
Segment C
Segment B• Offer/ Message• Timing• Response Plan
• Offer/ Message• Timing• Response Plan
Data Capture / Lead Qualification
Nur
turin
g / S
ellin
g
Customer / Prospect Interaction
Land
ing
Page
/ M
icro
site
Salesforce.com Omniture
Closed-Loop CRM Model
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Closed-Loop CRM Works!Enterprises with best-in-class closed-loop marketing achieved:• 36% average increase in year-over-year revenue• 21% average lift in year-over-year conversion rates• 26% average increase in year-over-year marketing ROI
© 2007 ExactTarget, All Rights Reserved
Send Email on Behalf of the Account “Owner”
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Thomson CompuMark sends information to attorneys on behalf of individual account managers.
Each Email is Dynamically Personalized! 22 sales person versions5 customized offers2 format choices
That’s 220 versions!
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“CRM is reemerging as a basic business enabler for revenue acceleration and retention management . . . and email is the core enabling technology.”
The Bottom Line? CRM is HOT!
Source: Forrester Research, Inc.The Top Marketing Technologies
© 2007 ExactTarget, All Rights Reserved
Resources to Help You Improve
Your Game
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Must-Have Resources for eMarketers!
Email Marketing SMS Triggered Email
ExactTarget Field Guides.
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New White PaperIntegrating Email, CRM, and Web AnalyticsHow to Build a One-to-One Marketing Machine that Strengthens Relationships and Boosts ROI
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A Philosophy To Drive Long-Term 1-to-1 Success
www.subscribersrule.com
© 2007 ExactTarget, All Rights Reserved
Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved.No portion of this presentation may be recreated, reprinted, distributed, published or represented
without the written permission of ExactTarget.
Thanks!Joel Book
Director, eMarketing EducationExactTarget, Inc.
Email: [email protected]: 317.275.5444
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