102208 Is08 Presentation By Joel Book V2

The New Essentials of Email Marketing
How to Leverage Digital Marketing Technology and Media
for Long-Term One-to-One Marketing Success

Joel Book
Director, eMarketing Education
ExactTarget, Inc.

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.

© 2007 ExactTarget, All Rights Reserved

Marketing 2008
Channel Proliferation.
Media Fragmentation.
Diluted Messages.
Detached Customers.

Addressable Voice
Mobile Email Mobile Email
SMS SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone

<1990 1990s 1999 2000s 2008
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media & Ads
Virtual Worlds
Widgets
Twitter

The average customer is exposed to
1600 ad messages each day.


Is anybody
listening to
me?


Consumers are Pushing Back

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
*SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive


Marketers Must
Stop Selling and
Start Serving.

Serve the …and they
subscriber’s will serve
needs yours


Welcome to the
New Era of
Email Marketing

Integration.
Automation.
Optimization.

SMS
SOCIAL
MOBILE
WHATEVER YOUR ONLINE VIDEO
UNIQUE MIX
PAID SEARCH
UP HERE…
BLOG
EMAIL THESE TACTICS
SEARCH
MUST BE YOUR
FOUNDATION
WEBSITE

THESE THREE FOUNDATIONAL

WHY?
TACTICS PRODUCE THE HIGHEST
LONG-TERM ROI AND HELP EVERY
OTHER TACTIC PERFORM BETTER

CRM
SMS
PHONE
MOBILE EMAIL
ONLINE VIDEO
PAID SEARCH
BLOG
EMAIL
SEARCH
WEBSITE

Analytics Multi-Channel
Interaction

1. Design Your Website to Engage Visitors.


WEBSITE

YOUR DIGITAL FOUNDATION


Websites have become the “Hub” of Marketing
Word of Mouth
Search Engine Sponsored
Marketing Events

Webinars Direct Mail

Public The Web Trade
Relations
Shows

Online
Print
Advertisements
Advertising

Corporate
Broadcast
Blogs
Social Advertising
Networks

Engagement Begins with Website Visit
The Customer Life Cycle

Website
Interest Evaluation Purchase Usage Re-Purchase Loyalty
Visit

“92% of business buyers go online to research
“51% consumers are researching on the
Internet, and suppliers.”
productsthen completing their purchases
offline.”
Source: Forrester Research (July, 2007)

Source: Jupiter Research (July, 2007)


Many Visit. But Do They Convert?
Print Ad

Website
Visitors

98% of website visitors do not convert.
Source: WebTrends


HP Sells the Value of
Email Registration!


HP invites subscribers
to identify preferences
for newsletter content


HP explains why
these questions are
being asked.


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.


2. Use Search to Attract Potential Email Subscribers.


SEARCH
WEBSITE



Search is Vital

Acquisition Tactics
Search (Paid and Organic) 87% of commercial
Online Advertising
Lead website traffic comes
Print Advertising
Generation
Marketing Events
from organic search.
Source: Forrester Research
Social Networks


The ICVA Website is
Optimized for Search

Potential visitor searches on
“Indianapolis.”


Multiple Calls to
Sign up on
Every Page of
Website.


ICVA Sells Visitors on Benefits of Email
Subscription


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


3. Use Email to Aid the Decision-Making Process.


EMAIL

EMAIL
SEARCH
WEBSITE



“Selling now takes more time and
resources then ever before. The
sales cycle has become 22%
longer as buyers are taking longer
SEARCH
EMAIL
to consider their decisions.”
WEBSITE
Source: Sirius Decisions


Retention
is the New
Acquisition

Email is
the “Linchpin” of
Retention.

Email Aids the Decision-Making Process


“Thoseawho buyhas been attracted to your web
“Once person products marketed through
email spend 138% more than non-readers of
site, email can move the prospect through the
email.”
consideration and evaluation stages . . . all the
Source: Forrester Research “E-Mail Marketing Comes of Age.”
way to purchase.”
Source: Forrester Research


Email is #1 for ROI

 “Commercial email ROI
will hit $45.65 for every
dollar spent in 2008.”
 “Email produces the
highest response rate of
direct marketing methods
studied.quot;
Source: The Direct Marketing Association
As reported in eMarketer Daily, October 30, 2007


Case Study:
EMC
My EMC Insight, was
awarded the DMA’s
Database Excellence Award
in 2007


My EMC Insight
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
Subscription Center
 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


My EMC Insight
How does it all work together?
My EMC Insight
Market
Subscription
Center
First
Contacts, Activities, Source Codes
and Email Subscriptions are
synchronized

External Data
Loads Prospects

Telemarketing, Data Entry, List Extract and
Sales and other External We Enterprise Reporting
Files Loaded Daily
Lead Delivery to Sales

CRM
System


My EMC Insight
Segmentation for Email Marketing
Market
Prospects Selection
First
of Email
Recipients

Interest Previous Country
Indicators Content Viewed Segments

Output File
For Email Send My EMC Insight


My EMC Insight
How Content is Personalized
3 Buying Process Stages 9 Solutions of Interest
Early: prospect researching a solution • BURA
• High level overviews • Information Security
• Analyst whitepapers
• Business Continuity
Middle: prospect evaluating vendors • Content Management
• Customer case studies • Oracle
• In-depth technical notes
• Microsoft
Late: prospect ready to buy product or • SAP
a solution • Storage
• Product spec sheets
• Technical whitepapers • Virtualization

Three Stages X 9 Tracks = 27 Different Pieces of Content for Each Issue.
A second Multiplier is X Each Country


My EMC Insight
1. TOC (Dynamic Content ) 2. 1.
− Changes by country, user –
defined interests, and buying
stage
2. Feature Article (Static Content)
− Features events, products, and
content that the whole 3.
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


My EMC Insight Drives Engagement!
Consistent Growth in
Email Subscriptions
16000000 and Prospect Contacts
14000000 Exponential Growth in
12000000 Prospect Engagement!

10000000
Contacts
8000000
Subscriptions
6000000 Outbound Activities
4000000
2000000
0
2006 2007 2008 2009


1. Design Your Website to Engage.
4. Use Analytics to Optimize Email Relevance, Timing.


Analytics

EMAIL
SEARCH
WEBSITE


Behavioral Targeting Optimizes Relevance
Visitor arrives at your website ExactTarget sends email with
content tailored to visitor profile

Call goes out to Optimal
Visitor Profile Content
content decision
Repository Library sent to ExactTarget
Repeat visitor
retrieve profile

create profile

First-time visitor
Visitor Profile Automated Self-learning
Repository Predictive Modeling Engine

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!


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%

Behavior Targeting in Email
“Targeted email campaigns – personalized
to subscriber needs – drive 9 times more
revenue and deliver 18 times more net
profit than broadcast e-mailings.”
Source: David Daniels, Research Director – Jupiter Research

Email Blast


4. Use Analytics to Optimize Email Relevance, Timing.
5. Integrate Email and CRM.


CRM

EMAIL
WEBSITE
SEARCH


Customer Data – and the
ability to Leverage it – is
a Huge Competitive
Advantage


“More than
report that they have little or no
50% of CMOs

SEARCH
customer demographic, behavioral,
EMAIL
WEBSITE
psychographic or transactional data.”

SOURCE: “Business Gain From How You Retain,” CMO Council


Closed-Loop CRM Model
Salesforce.com ExactTarget Omniture
Database Segmentation and Email Marketing Program Customer / Prospect
Management List Creation Creation and Execution Interaction

Landing Page / Microsite
Customers with Offline
Segment A
Identify
Account/Contact Specific Needs

Customization / Personalization
Information • Offer/ Message
Prospects with • Timing
HH or Business Specific Needs • Response Plan
Demographics

Email Creation
Needs Segment B
and Interests Offer
Select

• Offer/ Message
• Timing
Purchase • Response Plan Online
Transactions Information

Nurturing / Selling
Offline
Leads/ Segment C
Opportunities
Determine

Timing • Offer/ Message
Campaign • Timing
Response History • Response Plan
Trigger

Data Capture / Lead Qualification


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


Send Email on Behalf of the Account “Owner”


Thomson
CompuMark sends
information to
attorneys on
behalf of individual
account managers.

Each Email is Dynamically Personalized!
22 sales person versions
5 customized offers That’s 220 versions!
2 format choices


The Bottom Line? CRM is HOT!

“CRM is reemerging as a basic business
enabler for revenue acceleration and
retention management . . . and email is
the core enabling technology.”
Source: Forrester Research, Inc.
The Top Marketing Technologies


Resources to
Help You Improve
Your Game

ExactTarget Field Guides.
Must-Have Resources for eMarketers!

Email Marketing SMS Triggered Email


New White Paper
Integrating Email,
CRM, and Web
Analytics
How to Build a One-to-One
Marketing Machine that
Strengthens Relationships and
Boosts ROI


A Philosophy To Drive
Long-Term 1-to-1 Success
www.subscribersrule.com

Thanks!
Joel Book
Director, eMarketing Education
ExactTarget, Inc.
Email: jbook@exacttarget.com
Phone: 317.275.5444

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.


102208 Is08 Presentation By Joel Book V2

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