The Secrets to Email Marketing Success: Marketing Panel

Tricia Gellman Director, Product Marketingsalesforce.com

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Does Your Email Calendar Look Like This?

Prospects

Customers

Developers

Partners

IndustryCompany Size

Role

Customer Lifecycle

Customer / Partner

Experience

ImplementationISV

Events

Webinars

Offers

Newsletters

Notifications

A Snapshot of salesforce.com’s Calendar

Prospect DeveloperCustomer

AppEx Webinar Sales White Pa…

Partner Webinar

1

15

29

22

8

2 4 5

9 10 11 12

16 17 18 19

23 24 25 26

30 31 1 2

Dreamforce Nashville Tour

Denver Tour

Winter ‘11 Web…

Toronto Tour

Jigsaw CampaignService Webinar PAR Insights

Lotus Notes We…

Lotus Notes We…

Success WebinarTurn Chatter On

Gartner White P…Nashville Tour

Denver Tour

Lotus Notes We… Premier Training

Toronto Tour

Service White…

Force.com We…

AppEx Newsletter

Nashville Tour

Denver Tour

Dev Newsletter

Beagle White P… Sales White Pa… Toronto Tour

CFL – Early Wa…

Force.com Web… Premier Training

3

Tech Talk Web…

Partner

Sales Newsletter

Partner Newslet…

Partner Webinar

We Send Lots of One-Off Campaigns

We Are Moving Toward a Newsletter Approach

Behavior Driven Personalization (Newsletters)

Newsletter #1

Service Cloud

Jigsaw

Lotus Notes

AppExchange

Premier Training

Newsletter #2

AppExchange

Sales Cloud

Dreamforce

Chatter

Force.com

Newsletter #3

Sales Cloud

Chatter

Cloudforce Tour

AppExchange

Event

Newsletter #4

Chatter

Sales Cloud

Dreamforce

Sales Cloud

AppExchange

Personalization Based on DW, Email Clicks, and Omniture Data

Behavioral Personalization

Segmentation Flag Personalization

Personalized Journeys

Email Execution is an Evolving Science

Batch and blast is easy but outdated and lacks effectiveness

Nurturing is evolving as the next easiest solution Personalization is becoming more standard Providing relevance in content and delivery timing is

critical to effectiveness Segmentation and testing improves results Evolving vs standing still is now the norm

Email Marketing Panel

Eric Edelson Ben Stein

Andy Ramirez Matt Heinz

Eric EdelsonFireclay Tile

Who is Fire Clay Tile?

• Manufacture custom handmade ceramic and glass tile

• Pre and post consumer recycling leader

• Customers: Whole Foods, the French Laundry, Monterey Bay Aquarium

• 30 employees

• 7 Salesforce licenses (since June 2009)

• Founded 1986 (San Jose, CA)Sustainable Ceramic and Glass Tile Manufacturer

Before Salesforce, Our Systems Were Our Worst Enemy

“The Black Box” No Process Integration

We’ve Transformed our Business By Running on Salesforce

Lead AcquisitionWeb-to-LeadEmail SegmentationClear Process

Sales & SamplesLead Follow-UpSample OrdersOrder Management

Customer Service & FulfillmentUPS IntegrationCustomer Service

Finance & AnalyticsPerformance MetricsBest PracticesQuickbooks Sync

ProductionElectronic QueueScore EfficiencyService Visibility

Customize Leads HOT First Impression Customized response

w/ big company look Personalized

Communication On Brand

Customized Response

Relationship Management

Templates allow us to easily craft most-used emails

Branded Quotes, Order Confirmations, Invoices, & Shipment Notifications

Custom buttons = less time + better service

Useful, personalized email

Closed-loop Mktg

Automate thank you emails

Include survey link Instant feedback +

great service Consistent, personal

email during entire process - Look like Amazon or Zappos

HOT OFF THE KILN!

Easy List Segmentation from within Salesforce

Different messages for Retailers, Consumers, and Local Customers

Point and Click functionality via Vertical Response

Fantastic Measurable Results!

400%

Email Addresses Customer Satisfaction Leads

93%50x

Ben SteinMarketing Manager

Jigsaw

What is Jigsaw?

Jigsaw was founded in 2003 in San Mateo, CA

The worlds leading provider of community driven business-to-business company and contact information.

200+ Employees Salesforce is deployed across

majority of company including:– Sales, Support, Marketing, Operations,

Data Services

Email History

Started with email campaigns to people who signed up as a Jigsaw.com member pushing subscriptions.

First Lead Gen campaigns were list downloads and one of promotional emails

As our community grew we started realizing we needed action in the community just as much as we needed people to spend money which brought out two separate sophisticated email processes.

Community Member Emails

Defined two things:– Our goal of emailing

members from a community perspective

– How do we want them to see us

Can we make current members, enterprise customers?

Nurture Email

The Marketing Automation choice– Better understanding of

customers– Drip Campaigns– Tracking

• Monitoring everything our prospects do.

What is the effect of this?

Sales & Marketing Alignment

My Sales team can now control who I Market to. Data in the Cloud + Marketing Automation = Success

Summary of Email Evolution

Before Marketing Automation After Marketing Automation

Results

Decrease In overall leads flooding Reps buckets Increase in Quality Leads More Leads/Month getting passed from qualifying

reps to sales Higher Close Percentage/Passed Leads

Andy RamirezVistage International

Director of Interactive MarketingShameless Image “Borrower”

Vistage International and Salesforce.com

- Non competitive CEO groups to help business owners and CEO’s navigate the trials of leadership

- Led by CEO coaches known as Chairs who all have at one point been CEO’s

- 14,000+ members in 15 countries• 350+ Salesforce.com licenses for staff and

Chairs• 1MM+ leads in Salesforce.com currently• We’ve come a long way since we started using

Salesforce and email marketing, but we have a LONG way to go.

Lead Sources – The big three

List Vendors(National)

Local Lists (Chair purchased) Chair Contacts for

Group BuildsReferrals fromexisting members

Deduping Leads – Protect the company image

Chairs share areas, so leads must be checked against campaigns

De-duping happens against Salesforce.com and our existing member database

PeopleImport – CRMFusion Inc.

Segmenting Leads – The right lead for the job

Varying Programs - CEO, Small Business, Key Executives

Industry Segmentation – Well rounded groups

Revenue – Like sized companies Leads in manageable campaigns

for Multi-Touch (email, direct mail, phone)

Lead Scoring – Back End Segments

Online Marketing Automation App

Eloqua forms & registrations improve lead processing

Eloqua is used for campaign based emails

Customize email content to form info Info replicated between

Salesforce.com and Eloqua database (history and registration)

Salesforce.com – Used for 1 to 1 and some automated communication

Email Campaigns – Testing, Results, Improvement

Over 9.8MM emails sent to 1.6MM+ contacts, 40K+ from submissions, 800K+ tracked web visitors in Eloqua = A LOT of testing….

What we learned… the hits..

Subject Lines: Shorter is better, relevant to content and landing page (the industry standard)

Content: Image heavy did not work for our demographic, these aren’t prod sales

Links: Image based links clicked less than text links

Visual Click Reports provide great insight

A/B

Next Step In The Journey – Optimize Sales Funnel

Lead handoff between Marketing/Sales is well defined

Identifying Missed Opportunities – analyze the lead pipeline and find ways back into the sales funnel

Capitalize with new stage relevant campaigns

Vistage International

No matter where you are in your journey, just remember there is no “magic bullet” just time and effort…

Matt HeinzNot sure of title

What’s Working Now

List Segmentation– Crawl first – Segment by role

Improving click/response rates– Customer-focused outcome messages– Limit HTML

Innovative use– Dayparting – “Almost leads”– Lifecycle marketing

What’s Changed

Email is more (not less) important

Seamless channel integration

Context is more important than permission

What’s Next

Automated yet personalized

Seamless channel integration

More transactional & action-oriented (think text & Twitter)

Q & A

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