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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

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In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.

In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:

• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers

In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today's consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information and customer service communications tailored to the needs, interests and behaviors of the consumer.

In this presentation, Joel Book of Salesforce and Chad White of Litmus will share:

• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer's needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers

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How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

  1. 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. 2. Presenters Joel Book Sr. Director Digital Marketing Insight Salesforce Chad White Research Director Litmus Author: Email Marketing Rules @JoelBook @chadswhite #CNX16
  3. 3. Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non- salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  4. 4. A Time of Seismic Change and Incredible Opportunity Marketing: 2016 #CNX16
  5. 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. 6. Marketing has become a 24/7 quest to deliver a personalized customer experience
  7. 7. Although today’s consumers are multi-channel, they prefer Email
  8. 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. 9. of marketers say email marketing directly generates ROI Source: Salesforce - 2016 State of Marketing
  10. 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. 11. Examples of Using Email for Life Cycle Marketing
  12. 12. Using Email for Demand Generation #CNX16
  13. 13. Scotts uses a “Lightbox” on its home page to invite visitors to subscribe to My Turf Tips
  14. 14. My Turf Tips is:  Produced in 355 unique versions across the U.S.  Delivered to more than 2 million subscribers.
  15. 15. My Turf Tips links subscribers to lawn care and product information – specific for their zip code!
  16. 16. My Turf Tips subscribers are invited to opt-in for localized text alerts.
  17. 17. My Turf Tips text messages let customers know the best time to apply Scotts products to get the best results
  18. 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. 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. 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. 21. Using Email for Lead Nurturing #CNX16
  22. 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. 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. 24. Lead Nurturing Personalized “Thank You” email sent to customer Volvo Articulated Hauler Video at volvoce.com
  25. 25. • Shopping cart abandonment email series • 3 emails over 1 week • 1st email: Traditional “You left this in your cart” message
  26. 26. • 2nd email: Suggested products based on what was abandoned
  27. 27. • 3rd email: combination of “You left this in your cart” and suggested alternative products • Thus completes the “cart abandonment sandwich”
  28. 28. Using Email to Drive Purchase #CNX16
  29. 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. 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. 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. 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. 33. Welcome Email Sent to all New Email Subscribers Pei Wei’s email subscriber base now exceeds 500,000
  34. 34. ZULILY uses a “Lightbox” on its home page to invite first-time visitors to subscribe
  35. 35. • Progressive profiling campaign • Gain in-market data about subscribers’ interests
  36. 36. • Progressive profiling campaign • Gain in-market data about subscribers’ interests
  37. 37. • Uses that data to send alerts about limited- quantity deals for that brand • This particular alert arrived late on Thanksgiving Day
  38. 38. Using Email to Onboard New Customers #CNX16
  39. 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. 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. 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. 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. 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. 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. 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. 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. 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. 48. • Welcome email contains engaging content, including articles, pictures, apps, and more
  49. 49. • Welcome email contains engaging content, including articles, pictures, apps, and more
  50. 50. • Welcome email contains engaging content, including articles, pictures, apps, and more
  51. 51. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  52. 52. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  53. 53. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  54. 54. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  55. 55. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  56. 56. • Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
  57. 57. Using Email to Drive Repurchase or Re-engagement #CNX16
  58. 58.  Win-back campaign sent to lapsed customers  Personalized subject line and preheader text (with unique discount code)
  59. 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. 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. 61.  On-brand messaging for the “quirky” car maker
  62. 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. 63.  Any click will do the trick  Invites the subscriber to click through to the brand website and view latest Mini USA models
  64. 64. Using Email to Empower Brand Advocates #CNX16
  65. 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. 66. Dreamfields Teams with its Brand Fans to Fight Hunger
  67. 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. 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. 69. Two Objectives: 1. Kickoff sales for the 3-city conference series 2. Drive awareness of new #LitmusLive hashtag
  70. 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. 71.  Used an external CSS stylesheet to surface hidden Golden Tickets, which subscribers needed to screenshot and tweet with the #LitmusLive hashtag
  72. 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. 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. 74. Three Guiding Truths for Today’s Marketing Leaders CX is the Holy Grail Digital is King Email is #1 for ROI
  75. 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. 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. 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. 78. Thanks! Joel Book Sr. Director Digital Marketing Insight Salesforce Chad White Research Director Litmus Author: Email Marketing Rules @JoelBook @chadswhite #CNX16

Hinweis der Redaktion

  • Key Takeaway: We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.

    Talk Track:
    Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
  • Advertising is going through a major evolution at the moment. We see this reported in the media and other forums through issues like Ad Viewability, Declining Banner Click Rates, Privacy & Tracking, Death of the Cookie, AdTech ecosystem being broken and companies going out of business, Ad Blocking, Mobile and Apps being the dominant platform etc. These are all major issues and we see 3 trends in particular being important to recognize and address and symbolic of this evolution.
  • Life Cycle Marketing is not a buzzword! It’s a process for customer development and retention and MUST be automated.
  • 48% of B2B marketers say Email is most effective for lead generation. (Source: Ascend2)
  • Each year, Volvo’s digital marketing strategy produces leads that enable dealers to sell $100 million in new and pre-owned machines
  • Each year, Volvo’s digital marketing strategy produces leads that enable dealers to sell $100 million in new and pre-owned machines
  • Advertising is going through a major evolution at the moment. We see this reported in the media and other forums through issues like Ad Viewability, Declining Banner Click Rates, Privacy & Tracking, Death of the Cookie, AdTech ecosystem being broken and companies going out of business, Ad Blocking, Mobile and Apps being the dominant platform etc. These are all major issues and we see 3 trends in particular being important to recognize and address and symbolic of this evolution.

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