1.
#CNX16
How Smart Brands Use Email toAcquire, Onboard
and Retain Customers
Joel Book
Sr. Director, Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Email: The Workhorse of 1:1 Marketing!

2.
Presenters
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email Marketing Rules
@JoelBook @chadswhite
#CNX16

3.
Forward-Looking Statements
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of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

4.
A Time of Seismic Change and Incredible
Opportunity
Marketing: 2016
#CNX16

5.
By 2021,
Digital
Marketing will
account for
of the
marketing
budget.
38%
30%
25%
62%
70% 75%
2011 2016 2021
Digital marketing channels Traditional marketing channels

6.
Marketing has
become a 24/7
quest to deliver
a personalized
customer
experience

7.
Although
today’s
consumers are
multi-channel,
they prefer
Email

8.
of US
consumers prefer
email for receiving
updates and
promotions from
brands.
Source: MarketingSherpa Consumer Purchase Preference Survey
(August 2015)
N=2,021

9.
of marketers say
email marketing directly
generates ROI
Source: Salesforce - 2016 State of Marketing

10.
Email is the Single Most Important Channel for
Staying Connected throughout the CX Life Cycle
EMAIL
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys

11.
Examples of
Using Email
for Life Cycle
Marketing

12.
Using Email for
Demand Generation
#CNX16

13.
Scotts uses a
“Lightbox” on its
home page to
invite visitors to
subscribe to My
Turf Tips

14.
My Turf Tips is:
 Produced in 355 unique
versions across the U.S.
 Delivered to more than 2
million subscribers.

15.
My Turf Tips links subscribers
to lawn care and product
information – specific for their
zip code!

16.
My Turf Tips
subscribers are
invited to opt-in
for localized text
alerts.

17.
My Turf Tips text
messages let
customers know
the best time to
apply Scotts
products to get
the best results

18.
Source: Ascend2, "Lead Generation Strategy Trends
Survey Summary Report." July 2015
Email is Most Effective
for Lead Generation
48% of B2B
marketers say
email is most
effective for lead
generation.

19.
Volvo Construction Equipment Uses
“Remarketing” Email to Generate Leads that
Help Dealers Sell Pre-Owned Equipment
Product Information Landing Page
Volvo tracks all leads
in CRM system and
enables buyer to
contact seller directly

20.
Volvo Lead Management Workflow
Salesforce Marketing Cloud integration with
Microsoft Dynamics CRM enables Volvo sales
reps to track leads, manage opportunities
Lead report sent via
Salesforce Marketing Cloud to
Volvo sales rep
Personalized “Thank You” email
sent to customer
Data
Cleansing
Lead Scoring
Data Integration in CRM

21.
Using Email for
Lead Nurturing
#CNX16

22.
Optimizing Lead Nurturing is a MUST!
Sources:
LinkedIn: “The New Formula for Connecting with B2B Buyers”
Business2Community.com Demand Gen Report: The 2014 B2B Buyer Behavior Survey”

23.
Email is Most Effective
for Lead Nurturing 78% of B2B
marketers say
email is most
effective for lead
nurturing.
Source: Ascend2, "Lead Nurturing Trends Survey Summary Report."
December 2015

24.
Lead Nurturing
Personalized “Thank You” email sent to customer
Volvo Articulated Hauler Video at volvoce.com

25.
• Shopping cart
abandonment email series
• 3 emails over 1 week
• 1st email: Traditional “You
left this in your cart”
message

26.
• 2nd email: Suggested
products based on
what was abandoned

27.
• 3rd email: combination of
“You left this in your cart”
and suggested alternative
products
• Thus completes the “cart
abandonment sandwich”

28.
Using Email to
Drive Purchase
#CNX16

29.
• Parent company: P. F. Chang’s
• 190 locations in U.S.
• Offers freshly prepared Asian
items influenced by the cuisines
of China, Japan, Korea,
Vietnam, and Thailand.
• Headquarters: Scottsdale, AZ

30.
Pei Wei Asian Diner Uses
In-Store Signage to
Promote a Special Offer
Pei Wei invites restaurant guests to take
advantage of a buy-one, get-one free
promotion for its new Caramel Chicken
entree.

31.
Pei Wei guests are
invited to text and
receive a buy-
one, get-one free
coupon each time
a new entrée is
introduced.

32.
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%!

33.
Welcome Email
Sent to all New
Email Subscribers
Pei Wei’s email
subscriber base now
exceeds 500,000

34.
ZULILY uses a
“Lightbox” on its
home page to
invite first-time
visitors to
subscribe

35.
• Progressive profiling
campaign
• Gain in-market data
about subscribers’
interests

36.
• Progressive profiling
campaign
• Gain in-market data
about subscribers’
interests

37.
• Uses that data to send
alerts about limited-
quantity deals for that
brand
• This particular alert
arrived late on
Thanksgiving Day

38.
Using Email to
Onboard New
Customers
#CNX16

39.
PS4 Welcome Series
Objective:
Get PS4 users excited, engaged and playing!
Sony is a client of DigitasLBi
Day 10Day 4Day 1 Day 14 Day 31Day 22 Day 26Day 18

40.
PS4 Welcome Series
#1: Day 1 - Welcome Email
Subject Line:
Welcome to PS4. Welcome to the future of
gaming
Objective:
Get customers exploring at
www.playstation.com, drive linking of Sony
Rewards accounts and email engagement
Sony is a client of DigitasLBi

41.
Subject Line:
Game on. See the latest PS4 gear
Objective:
Drive purchase of another DualShock 4
controller, PS4 remote control, wireless headset
and camera connection
#2: Day 4 – Peripherals Intro
PS4 Welcome Series
Sony is a client of DigitasLBi

42.
PS4 Welcome Series
#3: Day 10 - Games
Subject Line:
Check out these PS4 must have titles
Objective:
Drive purchase of another game, Plus
subscriptions and linking of Sony Rewards
accounts
Sony is a client of DigitasLBi

43.
PS4 Welcome Series
#4: Day 14 - PS Plus Intro
Subject Line:
PS4 and PlayStation Plus. The perfect gaming duo
Objective:
Drive Plus subscriptions and linking of Sony Rewards
accounts
Sony is a client of DigitasLBi

44.
#5: Day 18 - PS Apps Intro
Subject line:
The best apps are on your PlayStation 4
Objective:
Redeem a code for a free movie for
US, and Drive downloads of new apps
(specifically those included in the
email) for CA
US Canada
PS4 Welcome Series
Sony is a client of DigitasLBi

45.
PS4 Welcome Series
#6: Day 22 - Sony Rewards
Subject Line:
Get more with Sony Rewards
Objective:
Drive linking of Sony
Rewards accounts
Sony is a client of DigitasLBi

46.
PS4 Welcome Series
#7: Day 26 – PlayStation Music via Spotify
Subject Line:
Take gameplay to the next level
Objective:
Drive connection of Spotify accounts
Sony is a client of DigitasLBi

47.
PS4 Welcome Series
#8: Day 31- PS Protection Plan
Subject Line:
Unmatched protection for your PS4
Objective:
Drive protection plan sales
Sony is a client of DigitasLBi

48.
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more

49.
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more

50.
• Welcome email
contains engaging
content, including
articles, pictures,
apps, and more

51.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

52.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

53.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

54.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

55.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

56.
• Barcelona FC goes
one step further
and uses the
subscriber’s
geolocation by
country to segment
the featured player
and content

57.
Using Email to
Drive Repurchase
or Re-engagement
#CNX16

58.
 Win-back campaign
sent to lapsed
customers
 Personalized subject
line and preheader
text (with unique
discount code)

59.
 Not just about driving
another purchase
 Stresses creating a
Favorites List &
educating their search
engine so it can “find
the perfect bag for
you”

60.
 Reengagement campaign
sent to inactive subscribers
 Goals:
 Get subscriber to click,
demonstrating that the
email address is still
active.
 Reconfirm email opt-in
permission

61.
 On-brand messaging for the
“quirky” car maker

62.
 Provides a variety of “tongue-
in-cheek” reasons that a
subscriber might have for not
responding.
 Appeals to subscriber’s
individuality and sense of
humor

63.
 Any click will do the trick
 Invites the subscriber to click
through to the brand website
and view latest Mini USA
models

64.
Using Email to
Empower Brand
Advocates
#CNX16

65.
Dreamfields Uses Email to Stay
Connected to Consumers and
Healthcare Professionals
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

66.
Dreamfields Teams with its
Brand Fans to Fight Hunger

67.
• Conducted 5 “Market Basket”
pasta recipe challenges
• 25 food bloggers submitted
recipes
• Drove over 34,000 pageviews
of the program’s webpage
• More than 20,000 votes cast
by Dreamfields customers
• Over 44,000 social media
engagements (clicks, likes,
shares, retweets, etc.)
• $6,000 donated to food banks
Pastapalooza™
V

68.
Used email to:
• Promote The Email
Design Conference
• Drive ticket sales
• Generate tons of
“Earned Media”
through mentions and
shares in social
media

69.
Two Objectives:
1. Kickoff sales for the
3-city conference
series
2. Drive awareness of
new #LitmusLive
hashtag

70.
 We accomplished this
by hiding 5 “Golden
Tickets” in the email,
along with lots of Willy
Wonka, Star Wars,
and Harry Potter
references

71.
 Used an external CSS
stylesheet to surface
hidden Golden
Tickets, which
subscribers needed to
screenshot and tweet
with the #LitmusLive
hashtag

72.
 Used dynamic images
to update the “Status
Board” within the
email over 2 days to
announce winners
and commencement
of the next hunt

73.
Over the 2 days of the campaign…
 Nearly sold out of all early bird tickets across all 3 venues
 1,567 total tweets with the #LitmusLive hashtag
 Only 3 people included our old #TEDC16 hashtag in their
tweets
 133,306 total impressions on Twitter, plus 243 new followers
 Plus, our subscribers had lots of fun!

74.
Three Guiding
Truths for
Today’s
Marketing
Leaders
CX is the
Holy Grail
Digital
is King
Email is
#1 for ROI

75.
Get these Great Email Resources!
Awareness
• Don’t Confuse Bad Processes with Bad Subscribers: 3 Pitfalls of Offline Opt-ins (ExactTarget)
• More Fields, Fewer Subscribers (Email Marketing Rules)
Evaluation
• The Complete Guide to Lead Nurturing (Pardot)
• Shopping Cart Abandonment Email Trends (Salesforce)
• Try a Cart Abandonment Email ‘Sandwich’ (Cloud.IQ)
Purchase
• What is Predictive Intelligence—and Why Should Every Marketer Care? (Salesforce)
• Four Keys To Improved Subscriber Journey With Progressive Profiling (MediaPost)
• The Long and Short of Progressive Profiling (Email Marketing Rules)
Usage
• How FC Barcelona Incorporates the Latest Email Trends to Drive Higher Engagement (ExactTarget)
• 6 Steps to Creating a Successful Welcome Email Experience (Litmus)
Repurchase
• Winback vs. Re-Engagement: What’s the Difference? (Salesforce)
• How to Manage the 3 Kinds of Inactive Email Subscribers (Litmus)
• 3 Emails to Send Now to Improve Your Holiday Campaign Results (Litmus)
Advocacy
• 7 Tips to Turn Existing Customers Into Your Small Biz’s Biggest Advocates (Salesforce)
• Uncovering the Metrics Behind an Award-Winning Email (Litmus)
• The Viral Email Report: Benchmarks, Tactics, and Topics of the Most Forwarded Emails [eBook] (Litmus)

76.
How to get them!
To receive links to our recommended
Email Marketing Resources, just use
MobileConnect™ from Salesforce!
Here’s how . . .
To 38767, text the word “Resources”
#CNX16

77.
More Great Resources!
2016 State of Marketing Report
Available from Salesforce
Email Marketing Rules (Second Edition)
By Chad White
Available at Amazon.com

78.
Thanks!
Joel Book
Sr. Director
Digital Marketing Insight
Salesforce
Chad White
Research Director
Litmus
Author: Email Marketing Rules
@JoelBook @chadswhite
#CNX16