how brands use email to engage customers at every stage of the life cycle
TRANSCRIPT
#CNX16
How Smart Brands Use Email to Acquire, Onboard and Retain CustomersJoel BookSr. Director, Digital Marketing InsightSalesforceChad WhiteResearch DirectorLitmus
Email: The Workhorse of 1:1 Marketing!
Presenters
Joel BookSr. Director
Digital Marketing Insight Salesforce
Chad WhiteResearch Director
LitmusAuthor: Email Marketing Rules
@JoelBook @chadswhite#CNX1
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A Time of Seismic Change and Incredible Opportunity
Marketing: 2016
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By 2021, Digital Marketing will account for 75% of the marketing budget.
2011 2016 2021
38%30% 25%
62%70% 75%
Digital marketing channels Traditional marketing channels
Marketing has become a 24/7 quest to deliver a personalized customer experience
Although today’s consumers are multi-channel, they prefer Email
60% of US consumers prefer email for receiving updates and promotions from brands. Source: MarketingSherpa Consumer Purchase Preference Survey (August 2015)N=2,021
79% of marketers say email marketing directly generates ROI Source: Salesforce - 2016 State of Marketing
Email is the Single Most Important Channel for Staying Connected throughout the CX Life
Cycle
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys
ONBOARDING
12Examples of Using Email
for Life Cycle
MarketingONBOARDING
Using Email for Demand
Generation
ONBOARDING
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Scotts uses a “Lightbox” on its home page to invite visitors to subscribe to My Turf Tips
My Turf Tips is: Produced in 355 unique
versions across the U.S. Delivered to more than
2 million subscribers.
My Turf Tips links subscribers to lawn care and product information – specific for their zip code!
My Turf Tips subscribers are invited to opt-in for localized text alerts.
My Turf Tips text messages let customers know the best time to apply Scotts products to get the best results
Source:Ascend2,"Lead Generation Strategy Trends Survey Summary Report." July2015
Email is Most Effective for Lead
Generation 48% of B2B marketers say email is most effective for lead generation.
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
Volvo Lead Management Workflow
Automated lead assignment
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 Cleansin
gLead Scoring
Data Integration in CRM
Using Email for Lead
Nurturing
ONBOARDING
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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”
Email is Most Effective for Lead
Nurturing78% of B2B marketers say email is most effective for lead nurturing.Source: Ascend2, "Lead Nurturing Trends Survey Summary Report." December 2015
Lead Nurturing
Personalized “Thank You” email sent to customer
Volvo Articulated Hauler Video at volvoce.com
• Shopping cart abandonment email series
• 3 emails over 1 week• 1st email: Traditional
“You left this in your cart” message
• 2nd email: Suggested products based on what was abandoned
• 3rd email: combination of “You left this in your cart” and suggested alternative products
• Thus completes the “cart abandonment sandwich”
Using Email to Drive Purchase
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• 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
Pei Wei Asian Diner Uses In-Store Signage to Promote a Special
OfferPei Wei invites restaurant guests to take advantage of a buy-one, get-one free promotion for its new Caramel Chicken entree.
Pei Wei guests are invited to text and receive a buy-one, get-one free coupon each time a new entrée is introduced.
Bar-Coded Email Coupons Drive Consumers to
StoresCampaign Results:• In two weeks, Pei Wei
generated 18,000 new email subscribers!
• Produced coupon redemption rates of 20%!
Welcome Email Sent to all New
Email SubscribersPei Wei’s email subscriber base now exceeds 500,000
ZULILY uses a “Lightbox” on its home page to invite first-time visitors to subscribe
• Progressive profiling campaign
• Gain in-market data about subscribers’ interests
• Progressive profiling campaign
• Gain in-market data about subscribers’ interests
• Uses that data to send alerts about limited-quantity deals for that brand
• This particular alert arrived late on Thanksgiving Day
Using Email to Onboard New
Customers
ONBOARDING
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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
PS4 Welcome Series#1: Day 1 - Welcome EmailSubject 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
Subject Line: Game on. See the latest PS4 gearObjective:Drive purchase of another DualShock 4 controller, PS4 remote control, wireless headset and camera connection
#2: Day 4 – Peripherals IntroPS4 Welcome Series
Sony is a client of DigitasLBi
PS4 Welcome Series#3: Day 10 - GamesSubject Line: Check out these PS4 must have titlesObjective:Drive purchase of another game, Plus subscriptions and linking of Sony Rewards accounts
Sony is a client of DigitasLBi
PS4 Welcome Series#4: Day 14 - PS Plus IntroSubject Line: PS4 and PlayStation Plus. The perfect gaming duoObjective:Drive Plus subscriptions and linking of Sony Rewards accounts
Sony is a client of DigitasLBi
#5: Day 18 - PS Apps Intro Subject line: The best apps are on your PlayStation 4Objective: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
PS4 Welcome Series#6: Day 22 - Sony RewardsSubject Line: Get more with Sony RewardsObjective:Drive linking of Sony Rewards accounts
Sony is a client of DigitasLBi
PS4 Welcome Series#7: Day 26 – PlayStation Music via SpotifySubject Line: Take gameplay to the next levelObjective:Drive connection of Spotify accounts
Sony is a client of DigitasLBi
PS4 Welcome Series#8: Day 31- PS Protection PlanSubject Line: Unmatched protection for your PS4Objective:Drive protection plan sales
Sony is a client of DigitasLBi
• Welcome email contains engaging content, including articles, pictures, apps, and more
• Welcome email contains engaging content, including articles, pictures, apps, and more
• Welcome email contains engaging content, including articles, pictures, apps, and more
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
• Barcelona FC goes one step further and uses the subscriber’s geolocation by country to segment the featured player and content
Using Email to Drive
Repurchase or Re-engagement
ONBOARDING
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Win-back campaign sent to lapsed customers
Personalized subject line and preheader text (with unique discount code)
Not just about driving another purchase
Stresses creating a Favorites List & educating their search engine so it can “find the perfect bag for you”
Reengagement campaign sent to inactive subscribers
Goals: Get subscriber to click,
demonstrating that the email address is still active.
Reconfirm email opt-in permission
On-brand messaging for the “quirky” car maker
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
Any click will do the trick Invites the subscriber to
click through to the brand website and view latest Mini USA models
Using Email to Empower Brand
Advocates
ONBOARDING
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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
Dreamfields Teams with its Brand Fans to Fight Hunger
• 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
Used email to:• Promote The Email
Design Conference• Drive ticket sales• Generate tons of
“Earned Media” through mentions and shares in social media
Two Objectives:1. Kickoff sales for
the 3-city conference series
2. Drive awareness of new #LitmusLive hashtag
We accomplished this by hiding 5 “Golden Tickets” in the email, along with lots of Willy Wonka, Star Wars, and Harry Potter references
Used an external CSS stylesheet to surface hidden Golden Tickets, which subscribers needed to screenshot and tweet with the #LitmusLive hashtag
Used dynamic images to update the “Status Board” within the email over 2 days to announce winners and commencement of the next hunt
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!
Three Guiding Truths for Today’s
Marketing Leaders
CX is the Holy Grail
Digitalis King
Email is #1 for ROI
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)
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”
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More Great Resources!
2016 State of Marketing Report Available from Salesforce
Email Marketing Rules (Second Edition)By Chad White Available at Amazon.com
Thanks!
Joel BookSr. Director
Digital Marketing Insight Salesforce
Chad WhiteResearch Director
LitmusAuthor: Email Marketing Rules
@JoelBook @chadswhite#CNX1
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