Email is the cornerstone of any successful marketing campaign. In fact, 68% of marketers say that email is a core component of their business strategy. So, maximizing the impact of your customer emails is more important today than ever before. Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management. By leveraging the power of Predictive Intelligence in your email marketing strategy, you help your customers make the ‘keep or delete’ decision effortless with meaningful, personalized content in each email that subscribers won’t ignore. Please join Eric Tobias, Vice President of Web and Predictive Intelligence Products, Salesforce ExactTarget Marketing Cloud, for an insightful webinar that will focus on nurturing your 1:1 customer relationships and maximizing inbox relevancy with seven strategies to enrich your email marketing.

1. 7 Ways to Enrich Your Email Marketing
with Predictive Intelligence
EricTobias,VPWebProductsandPredictiveIntelligence

2. Eric Tobias, Vice President of Predictive Intelligence,
Salesforce ExactTarget Marketing Cloud
As Vice President, Predictive Intelligence at ExactTarget,
Eric owns predictive and web product strategy and
innovation at ExactTarget. Prior to joining ExactTarget, Eric
was the founder of iGoDigital, a leading provider of
personalization technology. iGoDigital was acquired by
ExactTarget in 2012. Prior to starting iGoDigital, Eric was the
co-founder of Batteries.com and Technuity.

3. Agenda
• Why Email?
• Why Personalization?
• 7 Ways to Enrich your Email Marketing
• Questions

4. of marketers say that email is a
core component of their
business strategy.
Email is the cornerstone of any successful
marketing campaign. In Fact:
68%2014 Marketing Cloud Benchmark Report: Predictive Intelligence

5. “Nearly83promotionalemailsaresenttoyourcustomerseach
day,heighteningthescrutinyofinboxmanagement.
2014 Marketing Cloud Benchmark
Report: Predictive Intelligence

6. 86% of surveyed marketers agreed that they “use personalization based on
broad segmentation and simple clustering techniques,” and 84% agreed they
“use personalization based on simple business rules”
A commissioned study conducted by Forrester Consulting on
behalf of Salesforce ExactTarget Marketing Cloud, April 2014

7. 86% of surveyed marketers agreed that they “use personalization based on
broad segmentation and simple clustering techniques,” and 84% agreed they
“use personalization based on simple business rules”
A commissioned study conducted by Forrester Consulting on
behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Marketers are still relying on basic
customer data rather than behavioral
and preference information

8. Increase Conversion Rates by 15% to 25%
Improve Open Rates
40% to 55%
Drive Click-Through Rates 25% to 35%
Minimize Opt-Out and Unsubscribe Rates
Why does this matter?
Marketing emails that include personalization:
A commissioned study conducted by Forrester Consulting on
behalf of Salesforce ExactTarget Marketing Cloud, April 2014

9. Leveraging the power of Predictive Intelligence technology in your email
marketing strategy will make your customers’ ‘keep or delete’ decision
effortless with meaningful, personalized content in each email.
What’s the Solution?

10. 7
Ways to enrich your email marketing
with Predictive Intelligence technology
Integrate Data Silos
Build Cohesive Profiles
Maximize relevancy
Predict content
Expand email opportunity
Bridge the gap between web and email
Nurture real-time relationships

11. Integrate Data Silos1

12. Integrate Data Silos
"You can never have too much data - bigger is definitely better. The more
data you can collect the finer-grained the results can be.”
Werner Vogels
Chief Technology Officer
Amazon

13. CRM Email Web
Single View
of the Customer
Only 26% of surveyed marketers pull from their customer data on a
daily basis, placing many marketers in a perpetual game of catch up
A commissioned study conducted by Forrester Consulting on
behalf of Salesforce ExactTarget Marketing Cloud, April 2014

14. Algorithms
Observe implicit
behaviors online
Capture explicit
preferences via
Guided Selling
and Preferences
Centers

15. Build Cohesive Profiles2

16. 94socialinteractions
12purchases
200engagements
23affinities
Nolan
CALIFORNIA
FINANCIAL ANALYST
28 Y/O
Build Cohesive Profiles

17. Build Cohesive Profiles
Predictive Intelligence
powers the engine that
observes, collects,
stores, and leverages
behavioral data
Melissa
Smith
melissa@gmail.com
Age
32
@MelissaSmith01
Chicago,
IL
Facebook
Friend
&
Email
Subscriber

18. The data is
stored
regardless of
whether the
customer is
known or
unknown

19. Brian’s Profile
HIKING
BLACK
BACKPACK
TENTMOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF

20. Brian’s Profile
HIKING
BLACK
BACKPACK
TENTMOUNTAINS
PANTS WATERPROOF
WINTER
JACKET DENVER, CO.
30% OFF

21. Without the hassle of managing your data, you can focus
on what’s important:
Keeping Customers Engaged

22. Maximize Relevancy3

23. Maximize Relevancy
Recommend hero graphic images based on what
we know about the visitor in her profile
Recommend topics of articles or ads based on what
topics are most important to the visitor
Products are recommended and personalized
based on the visitor’s profile

24. Conversion rate increases dramatically from
6.32% in months 10-12 to
9.60% in months 13-18
when Predictive Intelligence data in
incorporated into digital marketing tactics.
Maximize Relevancy
2014 Marketing Cloud Benchmark Report: Predictive Intelligence

25. Conversion rate increases dramatically from
6.32% in months 10-12 to
9.60% in months 13-18
when Predictive Intelligence data in
incorporated into digital marketing tactics.
Maximize Relevancy
The longer you utilize the
engine, the better
acquainted it becomes
with your customer base
2014 Marketing Cloud Benchmark Report: Predictive Intelligence

26. Predict Content4

27. Predict Content
of surveyed marketers agreed that they use
personalization based on broad segmentation and
simple clustering techniques
agreed they use personalization based on simple
business rules
86%
83%
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

28. The future of customer relationships is in 1:1 marketing

29. Predict Content

30. Expand Email Opportunity5

31. Expand Email Opportunity
Increase Conversion Rates by 15% to 25%
Improve Open Rates
40% to 55%
Drive Click-Through Rates 25% to 35%
Minimize Opt-Out and Unsubscribe Rates
Marketing Emails that include personalization:

32. Expand Email Opportunity
Don’t get stuck
sending the same
“vanilla” email.
Expand your
options!

33. Expand Email Opportunity

34. Bridge the gap between web and email6

35. Bridge the gap between web and email

36. Only 34% of marketers report using real-time decisioning
technology and customer data to drive interactions.
Bridge the gap between web and email

37. Bridge the gap between web and email
Hero / Main Slot
Smart Content 2
Smart Content 3
Smart Content 1

38. Nurture real-time relationships7

39. Nurture real-time relationships

40. Nurture real-time relationships
Prove your brand is listening to your customers by
immediately responding to any interaction they have
with you, regardless of the type of interaction.

41. Take the Customer Journey
to the Next Level
Why risk the possibility of your customers pressing ‘unsubscribe’
just because you’re not treating each customer as an individual?

42. 7
Ways to enrich your email marketing
with Predictive Intelligence
Integrate Data Silos
Build Cohesive Profiles
Maximize relevancy
Predict content
Expand email opportunity
Bridge the gap between web and email
Nurture real-time relationships

43. Win with
Web Strategies
Text “WEB” to 56237
Tips | Strategies | Trends
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