how smart brands use email marketing to fuel sales and customer retention

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Presented at the 2013 interact13 conference on January 16, 2013

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Page 1: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 2: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

How Smart Brands Use Email to Fuel Sales and Serve Customers 

Presented byJoel Book of ExactTarget

Page 3: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 4: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

© 2012 Lyris

Digital Marketing by the Numbers . . . Digital Marketing by the Numbers . . .

>1B people search Google everyday>1B people search Google everyday

66% of consumers have made an email‐triggered purchase66% of consumers have made an email‐triggered purchase

200M tweets occur on  Twitter each day 200M tweets occur on  Twitter each day 

93%of online consumers in the US are email subscribers93% of online consumers in the US are email subscribers

137M smartphones in the U.S. by 2013137M smartphones in the U.S. by 2013

48hrs of video uploaded to YouTube each minute48hrs of video uploaded to YouTube each minute

>1B active users on Twitter and Facebook>1B active users on Twitter and Facebook

71% of leads will come from your website by 201571% of leads will come from your website by 2015

800Munique visitors to YouTube each month800Munique visitors to YouTube each month

36% of emails are opened and read on mobile devices36% of emails are opened and read on mobile devices

Page 5: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 6: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Magazine

Customer Engagement

is Cross-Channel and 24/7

Page 7: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Today’s Marketing Professional Must Manage Cross-Channel

Marketing Campaigns

Page 8: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Marketing to the Power of ONE

Customers are Smarter, Less Patient and Highly Influential

3 Surprising Findings about Brand Advocates

of brand advocates recommend products or services weekly

consider buying the product recommended by a Brand Advocate

actually buy the product recommended       by a Brand Advocate

Source: Zuberance

Page 9: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Content is Critical for Pre & Post Purchase

Engagement

Page 10: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Use Content to Aid the Buyer’s Journey

Page 11: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Data is the Digital

Currency of Effective

Marketing

CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships.

Page 12: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Channels Applications

Email Email Marketing

Event

Website

Print Advertising

Social Media

Dealer/Agent

Broadcast

Mobile

Mobile Messaging

CRM

E-Commerce

Call Center

Billing

Online Meeting

Warranty

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Customer Data

Event Attendance History

Customer Data Integration

Page 13: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 14: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

• Aids the Buying Process• Improves Service• Maximizes Retention

@JoelBook @ExactTarget

Page 15: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

The Customer Life Cycle

Business Getting

Product Awareness

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

Email: The Backbone of Customer Engagement

93% of U.S. online consumers are email subscribers, receiving at least one permission-based email per day (1)

1. Source: ExactTarget Research Report: Subscribers, Fans & Followers, 2011

Page 16: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

66% of U.S. Consumers Have Made a Purchase as a Result of a Marketing

Message Received by Email

Page 17: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

59% of B2B Marketers Say Email is their Most Effective Channel for

Generating RevenueSource: BtoB Magazine

62% of B2B Marketers Plan to Increase Spending on Email

Marketing in 2013

Page 18: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

46% of CMOs believe Smartphone and Tablet Adoption will Impact Email Programs in 2013.Source: MarketingSherpa2012 Email Marketing Benchmark Report

Page 19: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 20: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

ULTA Uses Email to Convert New

Subscribers to Buyers

Creates an instant connection with potential customersIncludes a promotion to drive purchaseEnables consumers to set up their profile for customized offers via email

Page 21: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Volvo Construction Equipment Uses Email to Respond to Information Requests from Prospective Buyers

“Thank You” email to customerMicrosoft Dynamics CRM enables Volvo sales reps to manage leads

Information Request at Website

Page 22: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Volvo Construction Equipment Uses its Email to Nurture Leads, Deliver

Relevant Product Information1. Dynamic Content – Volvo Construction Equipment uses dynamic content to personalize articles and product news based on the subscriber’s industry and interests.

2. Interactive Functionality – Links to videos allow Volvo to increase traffic to the website where buyers can view the machine in action.

3. Analytics – Volvo tracks email opens by subscriber and knows which articles are being read, which videos are being viewed. Enables identification of “engaged” buyers.

Page 23: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Anthem Uses its eMagazine to Keep Members Informed

Acquire Engage Convert Serve Grow Retain

Page 24: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Pei Wei Uses SMS to Convert Restaurant

Guests to Email Subscribers

Over a 14 day period, Pei Wei used in‐store signage to invite guests to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. 

80565

Caramel [email protected]

Page 25: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Pei Wei Asian Diner Uses Bar-Coded Email

Coupons Drive Consumers to StoresCampaign Results:• Produced coupon redemption rates of 20%!

• Generated 18,000+ new email subscribers in just two weeks.

Page 26: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Crocs Converts 500 Facebook Fans to Crocs Email

Subscribers per Week!

Crocs Invites Facebook Fans to become Crocs Email Subscribers

Crocs Email Subscription Center

Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

Crocs is a client of Digital Evolution Group

Page 27: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

Page 28: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How

Acquire Engage Convert Serve Grow Retain

Results• Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non‐subscribers 

Objectives• Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” Community

Overview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo‐demographic versions

Page 29: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How

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.

Acquire Engage Convert Serve Grow Retain

Page 30: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Ally Bank Uses Email to Promote Additional Products

Page 31: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Acquire Engage Convert Serve Grow Retain

Dreamfields Pasta Uses Email+Social to Drive Purchase

and Word-of-Mouth Referral

Dreamfields is a client of HyperDrive Interactive

In 7 years, Dreamfields has . . . ‐ Grown its consumer email subscriber base to 614,000+‐ Grown its healthcare professionals email subscriber base to 48,000+‐ Increased sales 7X from 3M pounds to 22M pounds

Page 32: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Papa John’s Daily Deal Offers Drive Online Sales

Makes ordering pizza easy and fast!Invites customers to share this email offer with Facebook friends, Twitter followersDrives traffic to local Papa John’s franchisees

NOTE: Papa John’s experienced a 2.5X increase in engagement when sending by time zone.

Acquire Engage Convert Serve Grow Retain

Page 33: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Events

Home Theater

Personalized product recommendations

Loyalty Program Information

Mobile

Closest Best Buy Store

Message for Best Buy Credit Card Holders

General Messages

Examples of other tactics

10 – 12 themes segmented by customer type

Message from Partners

Weekly Email CampaignEmail Volume:  20MillionEmail Versions: 18Million

Best Buy Personalizes Product Recommendations to the Customer’s Profile

Acquire Engage Convert Serve Grow Retain

Page 34: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention
Page 35: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Websites are the Gateway to Engagement

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Media

Broadcast Advertising

Public Relations

EducationalWebinar

Search Engine Marketing

Word of Mouth

Online Advertising

Email Marketing

71% of new business leads will come from the corporate or brand website by 2015.Source: SiriusDecisions

Make sure your website is OPTIMIZED for SEO to ensure you are attracting prospective customers.

Page 36: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

In 2013, mobile phones will overtake PCs as the most common Web access device worldwideSource: Gartner

Is Your Website Mobile Ready?

Page 37: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

67% of Consumers are More Likely to Buy a Company’s product or Service if their Website is Mobile-Friendly!Source: Google/Sterling Research/SmithGeiger    September 2012 

Page 38: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Websites are #1 for Email Subscriber Acquisition

35% of a company’s “most valuable” email subscribers are acquired via the corporate or brand website.Source: The Relevancy Group

Page 39: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

40% of All Emails Sent are Now being Read on a

Mobile Device.

Source: Return Path

Page 40: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Make Sure Email is Designed for Mobile!

If You Do Mobile, Do it Right!

Page 41: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Great Resources for Mobile EmailFour Responsive Email LayoutsBy Chris Studabakerhttp://marketingland.com/four‐responsive‐email‐layouts‐15858

ExactTarget Inbox ToolsA suite of rendering and deliverability tools to maximize deliverabilityhttp://pages.exacttarget.com/inbox‐tools

Return Path Blog – Mobile EmailPractical advice for improving mobile email effectiveness http://blog.returnpath.com/blog/mobile‐email

Inbox PreviewTools for previewing how your mobile email will render by devicehttp://www.returnpath.com/solution‐content/inbox‐preview/

Litmus Email TestingEnables you to preview email on 30+ email clients and mobile deviceshttp://litmus.com/email‐testing

Anatomy of a Perfect Mobile EmailBy Justine Jordanhttp://litmus.com/blog/anatomy‐mobile

Page 42: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

To monetize social media, convert “Fans and Followers” to email subscribers!

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)

Page 43: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Scotts Invites Facebook Fans to Subscribe to

Lawn Care Update

( And 50% Convert! )

Lawn Care Update subscription invitation

Page 44: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

MARKETING IS NOW A 24/7 CROSS-CHANNEL JOB.

MAKE SURE YOU’RE OPEN FOR BUSINESS.

Page 45: How Smart Brands Use Email Marketing to Fuel Sales and Customer Retention

Joel BookExactTarget, Inc.

[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook