Joel Book Exact Target Director of eMarketing & Education “The Holy Grail of Customer Engagement. How Successful Marketers Use Cross-Channel Digital Marketing to Drive Customer Engagement and Fuel Sales”

1. Best-in-Class
How Smart Marketers Use
Email, Social & Mobile Media to
Fuel Customer Engagement
Joel Book
Principal, eMarketing Research & Education
@joelbook / @ExactTarget

2. Wow! Great examples of how Joel Book: @JoelBook
companies are using cross-channel
marketing to engage customers!
@JoelBook @ExactTarget #AIMS
ExactTarget: @ExactTarget
Great examples of using digital media for live
entertainment marketing! @JoelBook
AIMS Hashtag: #AIMS2012

4. Digital Media [R]evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Fax Fax Fax Fax Fax
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2012
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 Advertising
Online Advertising Online Advertising Online Advertising
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
Location Based Ads
Mobile Web
Social Media Ads
Virtual Worlds
Location Based Svcs
QR Codes

5. Customers Engage Brands through Multiple Channels
The Days of the Single‐Channel Buyer are Gone.
(And they’re not coming back.)

6. The New Normal of Marketing
“Engagement with the customer today
isn’t just pouring a message down on
their head and hoping they get wet.
It really is understanding that you must
be present in a conversation when
they want to have it, not when you
want to.”
Bob Thacker
Former CMO, OfficeMax

8. Marketing to a Segment of One
From:
one-way
broadcast
To:
one-to-one
engagement

10. • Aids the Buying Process
• Improves Service
• Maximizes Retention

11. Email: The Backbone of Customer Engagement
The Customer Life Cycle
Business Getting Business Keeping
Product Product Product Product Repurchase/ Brand
Awareness Evaluation Purchase Usage Renewal Advocate
Acquire Engage Convert Serve Grow Retain
Email . . .
• #1 for triggering purchase.(1)
• #1 for penetration of online consumers.(2)
• #1 for social sharing (Referral/Recommendation).(3)
1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 2011
2. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 2012
3. Source: Zuberance Research Report: Three Surpirsing Things about Brand Advocates, 2012

13. 67% of brand advocates recommend
brands, products & services.
57% use Email as their main online
recommendation tool.
Source: Zuberance, March 5, 2012
“Three Surprising Findings about Brand Advocates”

14. • Increases Brand Awareness
• Fuels the Conversation
• Attracts New Customers

15. Social Media Users
Facebook: 845M Worldwide / 133M U.S. (1) (5)
Twitter: 500M Worldwide / 24M U.S. (2) (5)
LinkedIn: 100M Worldwide / 44M U.S. (3) (3)
YouTube: 2B Views/Day; Avg. View: 15 Min. (4)
Sources: (1) Facebook (2) Twitter (3) LinkedIn, (4) YouTube, (5)eMarketer.com

16. Social Media Facts
46% of consumers combine 24 hours of video are
uploaded to YouTube
Social Media and Search Engines in
their buying process (GroupM) each minute.
There will be more than 25 million (YouTube)
Twitter users in the U.S. by the end of
this year (eMarketer) 34% of marketers have
generated leads using Twitter,
66% of US Internet Users participate in and 20% have closed deals
social media (eMarketer) using Twitter (AllTwitter)
77% of consumers
Approximately said they interact
US marketers will spend
55% of Twitter with brands on
Facebook primarily $3.6B to advertise on social
users are through reading networking sites in 2012;
mobile users posts and updates $5.6B by 2014
from the brands Source: eMarketer
(Mashable)

17. 75%To monetize social media, convert the
of social media users say email is
“Fans way for companies to communicate
best and Followers” to email subscribers!
with them. (MarketingSherpa)

18. • Delivers Exclusive Offers
• Drives Traffic
• Extends Customer Service

19. Smartphones Fuel Mobile Email Use
107MM Americans will
use smartphones in 2012. That
number will grow to 133MM
by 2014.
Source: eMarketer
August, 2011
89.6MM Americans use
their mobile phone to access
email. Up 28% YTD
Source: comScore Data Mine
January, 2012

20. Email is Preferred over SMS for
Promotions Sent to Smartphones
86% of US mobile
users prefer to have
brands or stores send
their promotions via
Email vs SMS.
Source: Ipsos March, 2012

21. Tablet PCs are a
Mobile Marketing Game-Changer
55MM US
Tablet Users
in 2012
42MM US
iPad Users in
2012
The Apple iPad

22. Digital
Marketing
Innovators
Real Marketers
Real Solutions
Real Results

23. Best Use of Email to
Deliver Relevant
Information and Offers

24. Scotts’ Lawn Care Update
Teaches Consumers When
Overview
• Started in Spring 2000
• Subscribers: 1,500,000+ Scotts
and How to Use
Products to Get Best Results
• 355 unique geo-demographic versions
Objectives
• To Educate Consumers
• To Drive Traffic to Channel Partners
• To Create Brand Advocates
Content is Personalized based on:
• Consumer’s Grass Type
• Consumer’s Zip Code (Climate Zone)
• Weed and Insect Problems

25. Scotts Uses Lawn Care
Update + “Scotts Alert”
Product Use Reminders to
Drive Product Purchase
Scotts Alert: Now is the
perfect time to apply
Scotts Turf Builder
WinterGuard Fall Lawn
Fertilizer to your lawn.
Reply STOP to end alerts.
Other charges apply.

26. Microsoft Onboards New Office Users
with ”Get Started” Email Series
1 Get started from Takeshi 2 Print and save from Matt 3 Top features with Matt
 Exceptional open rate: 50%
above industry average!
 Exceptional use of video: 63%
viewed complete training video!

27. Best Buy Personalizes Product
Recommendations to Customer Profile
Weekly Email Campaign
10 – 12 themes Email Volume: 20Million
segmented by
customer type Email Versions: 18Million
Loyalty Program
Information
Examples of other product themes
Home
Theater
Closest Best Buy
Store
Personalized Message for Best
product Buy Credit Card
Jogos
recommendations Holders
Message from
Partners
General Messages
Mobile

28. Motorcycle Superstore
Increased Sales 21% by
Personalizing Product
Recommendations

29. DELTA FAUCET USES EMAIL TO CONNECT
CONSUMERS WITH DEALERS

30. Email is Papa John’s Primary Sales Tool
“One Off” Special Promotional Papa Rewards
‐‐ Papa John’s National Email Campaigns ‐‐

31. Papa John’s Email Marketing Tool for Franchisees
Papa John’s
franchisees use this
web‐based tool to
create and send
email promotions to
their customers.

32. HITACHI USES EMAIL HELP
IT PROFESSIONALS MAKE
SMART DECISIONS

33. Hitachi Uses “Social
Sharing” to Expand
Email Distribution and
Generate Earned Media
“Forward to a Friend”
“View the Video”
“Review the Case Study”
“Try it Free for 30 Days”
“Read the Story”
“Register for Webinar”

34. Email is the Backbone of
Hitachi Data Systems’ Global CRM Strategy
Customer Newsletter
Product Launch
Webinar Informational
Event Invites
• Nurtures leads; Keeps existing customers connected to HDS
• Supports relationship management efforts of HDS field sales managers
• Published in 18 languages in 23 different regions around the world

35. Heavy Duty News keeps
Milwaukee Tool
Connected to
Construction Workers

36. John Johnston
eBusiness Manager
Volvo Construction Equipment

37. Invites websites visitors
to subscribe to a Volvo
Construction Equipment
e‐newsletter
Invites visitors to request
information on a specific
Volvo Construction
Equipment machine.

38. Lead Management Workflow
Data cleansing
Information Request
Microsoft Dynamics CRM enables
Volvo sales reps to manage leads
Auto-generated
report for Volvo
sales rep
Auto-generated
email for customer

39. VOLVO USES EMAIL TO HELP
DEALERS SELL NEW EQUIPMENT

40. 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 increase traffic to the website where
Volvo gathers 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 Open Rate: 42%
– Average Click Through Rate: 17%

41. VOLVO USES EMAIL TO HELP
DEALERS SELL USED EQUIPMENT

42. The Remarketing Email is for
select customers who request
used equipment alerts.
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% and generated thousands of
leads.
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. Performance Metrics –
– 75% Email Open Rate
– 11% Click Through Rate
– 20% increase in speed of equipment sales

43. Volvo Construction
Equipment’s e‐marketing
solution helps dealers sell
thousands of new and used
machines each year.

44. Best Use of Email + Social
Media to Attract and
Engage Customers

45. SCOTTS INVITES
FACEBOOK FANS TO
BECOME SUBSCRIBERS.
( And 50% Convert! )

46. Each Week, Crocs
Converts 500+
Facebook Fans to Crocs
Email Subscribers!
Crocs Email Subscription Center
Crocs Invites Facebook Fans
to become Crocs Email
Subscribers
Crocs’ “Deal of the Week” Email
Personalized to Subscriber Preferences

48. ANDRETTI AUTOSPORT
INVITES FACEBOOK FANS TO
SUBSCRIBE TO FAN ALERTS

49. TWITTER KEEPS Meet & Greet Promotion
FANS CONNECTED
AND ENGAGED
Merchandise Promotion
Race Tune‐In Reminder
Fan Alert Promotion

51. Best Use of Mobile to
Attract Email Subscribers
and Serve Customers

52. Belk Uses Mobile to Drive
Traffic to Belk Stores
Mobile Opt‐in
Invitation on Belk
Facebook Page
Mobile Opt‐in Mobile Opt‐in
Invitation on Belk Invitation on Belk
Newspaper Insert Customer Email

53. Ally Bank Uses
Mobile Connect™ to Drive
Leads from Print Ads
53

54. Siemens Uses
Mobile Connect™
Goals to Engage Trade
Show Attendees
• Drive email list growth among trade show
attendees through SMS
• Enable trade show attendees to meet
privately with Siemens reps
Solution
• Invite attendees to use SMS to opt‐in for the
Siemens Daily Schedule, sign up for Siemens
email newsletter, and schedule a meeting
• SMS reminder sent 15 minutes before
scheduled meeting time at Siemens booth
Results
• Booked meetings with 20 of 25 C‐Level
88769
executives in attendance
• “Most Innovative Booth” of conference
Schedule JoelBook@ATT.net

55. Pei Wei Makes it Easy for
Guests to Opt-in to the
Promotion using SMS
Over a 14 day period, guests were invited to
text and receive a buy‐one, get‐one free
coupon via email for its new Caramel
Chicken entree.
"We wanted to take
advantage of email’s 80565
reach and
redemption to help
promote and launch Caramel JoelBook@ATT.net
a new limited time
offering. Using
mobile allowed
guests easily opt-in
to our email
program."
Jason Miller
Pei Wei Asian Diner

56. Bar-Coded Email
Coupons Were Sent to
all Email Subscribers
Campaign Results
• The campaign generated nearly
18,000 new email subscribers in just
two weeks, making this Pei Wei’s
most successful email list growth
effort to date.
• Increased Pei Wei’s email list by 4
percent. It now exceeds 500,000.
• SMS accounted for 1/3 of new email
subscribers.
• Coupon redemption rates exceeded
20 percent!

57. The Official Lawn Care Company of
Major League Baseball
“Many of the challenges I
face at the park I have
waiting for me on my lawn
at home.”
David Mellor
Director of Grounds
Fenway Park, Boston, MA
Fenway Park
Home of the Boston Red Sox

58. SCOTTS SALUTES MLB GROUNDSKEEPERS;
INVITES FANS TO BECOME EMAIL SUBSCRIBERS
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

59. “This is the largest
program partnership
that we have ever
done. The program
helped drive double-
digit growth for the
category.”
– Sr. Executive, Lowes

61. 7 Truths of Interactive Marketing
1. All marketing is becoming Direct Marketing.
2. Engaging and serving customers requires skillful use of
multiple channels.
3. Email is “The Backbone” of Customer Engagement.
4. Your website is “The Hub” for email subscriber
acquisition, lead generation, providing useful content.
5. SEO and Social Media are best tactics for attracting
website visitors and potential email subscribers.
6. If the information or offers you deliver are irrelevant,
so are you.
7. Mobile (in all its forms) is quickly changing the way
brands interact with consumers.

62. Thanks!
Joel Book
ExactTarget, Inc.
jbook@exacttarget.com
EmailMarketingbytheBook.com
@JoelBook
http://www.linkedin.com/in/joelbook