how smart brands use email marketing to fuel sales and customer retention
DESCRIPTION
Presented at the 2013 interact13 conference on January 16, 2013TRANSCRIPT
How Smart Brands Use Email to Fuel Sales and Serve Customers
Presented byJoel Book of ExactTarget
© 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
Magazine
Customer Engagement
is Cross-Channel and 24/7
Today’s Marketing Professional Must Manage Cross-Channel
Marketing Campaigns
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
Content is Critical for Pre & Post Purchase
Engagement
Use Content to Aid the Buyer’s Journey
Data is the Digital
Currency of Effective
Marketing
CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships.
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
• Aids the Buying Process• Improves Service• Maximizes Retention
@JoelBook @ExactTarget
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
66% of U.S. Consumers Have Made a Purchase as a Result of a Marketing
Message Received by Email
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
46% of CMOs believe Smartphone and Tablet Adoption will Impact Email Programs in 2013.Source: MarketingSherpa2012 Email Marketing Benchmark Report
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
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
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.
Anthem Uses its eMagazine to Keep Members Informed
Acquire Engage Convert Serve Grow Retain
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]
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.
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
Acquire Engage Convert Serve Grow Retain
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
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
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
Acquire Engage Convert Serve Grow Retain
Ally Bank Uses Email to Promote Additional Products
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
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
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
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.
In 2013, mobile phones will overtake PCs as the most common Web access device worldwideSource: Gartner
Is Your Website Mobile Ready?
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
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
40% of All Emails Sent are Now being Read on a
Mobile Device.
Source: Return Path
Make Sure Email is Designed for Mobile!
If You Do Mobile, Do it Right!
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
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)
Scotts Invites Facebook Fans to Subscribe to
Lawn Care Update
( And 50% Convert! )
Lawn Care Update subscription invitation
MARKETING IS NOW A 24/7 CROSS-CHANNEL JOB.
MAKE SURE YOU’RE OPEN FOR BUSINESS.
Joel BookExactTarget, Inc.
[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook