#CNX16

How Smart Brands Use Email to Acquire, Onboard and Retain CustomersJoel BookSr. Director, Digital Marketing InsightSalesforce

Chad 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#CNX16

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A Time of Seismic Change and Incredible Opportunity

Marketing: 2016

#CNX16

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

Marketing has become a 24/7 quest to deliver a personalized customer experience

Although today’s consumers are multi-channel, they preferEmail

of US consumers prefer email for receiving updates and promotions from brands. Source: MarketingSherpa Consumer Purchase Preference Survey (August 2015)N=2,021

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

EMAIL

The Customer Experience Life Cycle

Product Purchase Journeys Product Use & Service Journeys

Examples of Using Email

for Life Cycle Marketing

Using Email for Demand Generation

#CNX16

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." July 2015

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

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

Using Email for Lead Nurturing

#CNX16

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 Nurturing 78% 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

#CNX16

• 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 Offer

Pei 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 Subscribers

Pei 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#CNX16

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 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

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 IntroPS4 Welcome Series

Sony is a client of DigitasLBi

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

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

#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

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

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

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

• 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#CNX16

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#CNX16

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 pageviewsof 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 #LitmusLivehashtag

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”

#CNX16

More Great Resources!

2016 State of Marketing ReportAvailable from Salesforce

Email Marketing Rules (Second Edition)By Chad WhiteAvailable at Amazon.com

Thanks!

Joel BookSr. Director

Digital Marketing Insight Salesforce

Chad WhiteResearch Director

LitmusAuthor: Email Marketing Rules

@JoelBook @chadswhite#CNX16