091615_Joel Book - DF15 - State of Email Marketing v2
1. The 2015 State of Email Marketing
Why Email is the Cornerstone of Successful 1to1
Marketing and What you Need to Know to Use it
Effectively
2. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Welcome!
www.linkedin.com/in/joelbook/
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4.
5. Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will
account for 75% of the marketing budget.
10. Track: Personal Transformation & Growth
#CNX14
of
marketerssay
emailiscoreto
theirbusiness.
Source: Salesforce Marketing Cloud - 2015 State of Marketing
16. Grow Your Email Audience
Your email subscriber
database is your most
valuable marketing asset.
Capitalize on every
opportunity to grow your
audience of email
subscribers.
17. Email is the Backbone of
Dreamfields Growth and Success
Dreamfields is a client of
HyperDrive Interactive
In 10 years, Dreamfields has . . .
Grown its consumer email subscriber
base to more than 650,000
Grown its healthcare professionals
email subscriber base to more than
50,000
Increased sales from 3M pounds/year
to more than 25M pounds/year!
19. 2. Dreamfields Uses
Social Media to
Attract Potential
Email Subscribers to
its Email Newsletter
Opt-in Landing Page
And Converts 50%!
20. Academy Sports + Outdoors
is one of the nation's largest
sporting goods and outdoor
retailers and operates stores
in 200 locations throughout
the United States
21. Academy Sports uses a custom “Lightbox” on
its site to invite non-subscribers to opt-in.
22. Academy Sports is adding 15,000 new email
subscribers per week
($450K LTV / week)
23. • Parent company: P. F. Chang’s
• 170 locations in U.S.
• Offers freshly prepared Asian
items influenced by the cuisines
of China, Japan, Korea,
Vietnam, and Thailand.
• Headquarters: Scottsdale, AZ
24. Pei Wei uses “Direct
Response Text” to
invite guests to
subscribe to Pei Wei’s
email program and
receive a buy-one, get-
one free coupon each
time a new entrée is
introduced.
25. Bar-Coded Email
Coupons Drive
Consumers to Stores
Campaign Results:
• In two weeks, Pei Wei
generated 18,000 new
email subscribers!
• Produced coupon
redemption rates of 20%!
26. Deliver Relevant Content
Acquire “first party”
customer data and use it
to predict and deliver
offers, invitations, and
service messages that are
relevant, timely and
helpful.
27. 78% of consumers
are more likely to be
a repeat customer if a
brand provides them
personalized offers.
Source: Infosys
28. Source: Retail Systems Research
of
consumers
buy more from
retailers who
personalize
across
channels!
29. Room & Board Uses Digital Marketing
to Accelerate Online and Offline Sales
“If a customer purchases a sofa, we’ll
send an email suggesting a lamp, then
decorative pillows, then wall art and
frames. Our goal is to help a satisfied
customer complete the look she’s
intending to create.”
Kimberly Ruthenbeck, Director of Web Customer Experience
Delivers personalized recommendations
via Email and the Room and Board website
Increased average order value by 16%
Direct conversion from customers who
engage with predictive content is 150%
higher than the site average
30. Retool for Mobile
Use responsive design to
optimize email
communications and
landing pages for user-
friendly display, navigation
and response on mobile
devices.
31. of all US
email opens
occur on a
mobile device.
Source: Return Path, 2015
32. of marketers
say responsive design
is absolutely critical
for successful email
marketing campaigns.
Source: Salesforce Marketing Cloud - 2015 State of Marketing
33. Sends more than 2.5 million unique
versions of its daily email!
Personalization attributes include:
• Individual shopping behaviour
• What brands the shopper prefers
• What products the shopper likes
• What offers they don’t respond to
Personalization of email content
delivers a 12-18% revenue lift!
Beyond The Rack Uses Member Data
to Personalize Email Content to
Member Brand and Product Interests
35. Automate Customer Journeys
Automate customer
journeys for each critical
stage of the life cycle from
product evaluation and
purchase through product
usage and repeat
purchase.
36. The Customer Experience Life Cycle
Product Purchase Product Use
Brands Must Deliver Relevant Content
at Every Stage of the Customer Experience
37. New Customer
Onboarding
Customer Service
& Support
Product
Purchase
Product
Research & Evaluation
Remarketing
& Cross-Selling
Customer Journeys Span
All Stages of the
Customer Life Cycle
Repurchase
& Renewal
And Email is the Most
Effective Channel for
1to1 Communication
38. Salesforce Marketing Cloud Enables Brands
to Build and Automate 1-to-1 Journeys
Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
Personalize Journeys
Trigger timely, unique, and meaningful
messages, based on real-time customer behavior
Engage Cross-Channel
Deliver relevant content on every channel
and every device
Analyze Everything
Measure the impact of your business and
optimize every interaction
39. Optimizing Customer Journeys
Improves Revenue, Referral & Retention
Customer
satisfaction
Revenue
growth
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
40. Jessica Alba has built
The Honest Company
into an international,
multi-faceted lifestyle
brand.
The Honest Company
is currently valued at
$1 billion and employs
more than 300.
In 2012, Fast Company
named Alba one the
100 Most Creative
People in Business.
41. New Member Welcome Email
The Honest Company’s
welcome email mentions
their company values and
reinforces their brand
promise to their customers.
The email is signed by co-
founders, Jessica Alba and
Christopher Gavigan.
MobileDesktop
42. New Member Offer
The Honest Company’s
welcome email invites
new members to
sample the company’s
products at a real
discount.
New Member Offer #1 New Member Offer #2
43. Lifecycle Marketing Campaigns – Cross Promotion
The Honest
Company uses
customer purchase
data + business rules
to trigger cross-
promotion email
offers.
44. Lifecycle Marketing Campaigns – Cart Abandon
Email #1
Sent 1 day after cart abandon
Email #2
Sent 3 days after abandon if no
purchase since Email #1
Stats:
36% Open Rate
3% CTR
Triggered cart
abandon emails
reengage members
and generate
purchases that might
have been lost.
45. Know Your Customer
Track customer interactions
at every point of direct
contact and collect data that
enables you to trigger and
personalize email
communications.
46. Data is the
“Digital Fuel”
for Delivering a
Personalized
Customer
Experience
Explicit Data (Reported) + Implicit Data (Observed)
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic
Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
47. Response to
Facebook Ad
(Facebook Custom
Audience)
Email Signup
via Brand
Website
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to
Learn about the Customer’s Interests and
Deliver Personalized Offers, Information
and Service
ProgressiveProfiling
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
MSmith@gmail.com
Preferred Retailer
Birth year
Mobile Phone
Number
Personal Profile
Data
Browsing Behavior
Product Interests
Promotion
Participation
Mobile App
Downloaded
Product Purchase
History
Requested Push
Notifications
Customer Service
History
48. When customer data is used
to predict and deliver
personalized offers,
Conversion Rates
increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark ReportEmail
Mobile
Online
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Joel Book Heike Young
53. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/
