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Build Smarter Emails to Improve Results and Boost ROI
Ben PippengerSr. Director, Product Management - Emailbpippenger@salesforce.com@benpipp
London Salesforce World Tour - Marketing Cloud Email
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Safe Harbor
Me Slide 10 years working in Email
Supported some of our largest
customers; Microsoft, Gap Inc.
Nike, HTC
Head up our Email Product
Management team
Send the
RIGHT MESSAGE
To the
RIGHT PERSON
At the
RIGHT TIME
On the
RIGHT CHANNEL
How Many Have Heard This Before?
SMART EMAIL
Email is the Cornerstone of Digital Marketing
“For every $1 spent on email
the return is $42.08.”
“Nearly a third of all online purchases
begin with a click of an email.”
“Over 183 Billion emails sent everyday” Marketing Profs
Only 7B people on the planet that’s 26 emails per person per day
“On average, consumers receive 416 commercial messages a month” Return Path
416 messages a month, is almost 5,000 per year. How do you not get lost in the noise
But It’s Noisier than Ever Before
183,000,000 416 / Month
And you’re no longer competing with just your peers.
You’re Competing with Brands That Provide Customer Journeys
Plans every step for driver and riderKnows you better than you know yourself
So How Do You Make Your Email Smart?
Integrate all your
customer data
Deliver 1:1 emails to
every device
React to customers
in real-time
Consolidate point
solutions
The Customer Journey Starts with Email
Promotional Personalized Targeted Dynamic Predictive
From: NTO
Subject: Sale
20% off all
Outdoor Gear
Promotional
Craft Your Core Messaging
Great Emails Requires a Solid Foundation
Drag and Drop Content Creation
Integrated A/B Testing
Mobile Optimized Templates
53%Emails are opened on Mobile
Promotional Emails
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
20% off all
Outdoor Gear
Promotional Personal
Improve the Performance of Your Emails with Personalization
Behind Every Email is a Customer
Capture Users from Mobile, Social, and Web
Manage Subscriber Attributes and Profiles
Intuitive Graphic Campaign Reporting
14%Personalized emails improve
click-through rate by an
average of 14%
Personalize Every Interaction
Needed a way to manage multiple email lists and dozens of email campaigns
Optimized emails and developed a re-opt-in campaign
Resulted in a significant boost in open rates and the overall list performance has improved dramatically
Hershey Entertainment & Resorts Drives Consumer Engagement
Understanding the Different Parts of Your Audience
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
30% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Bobby
Free Shipping
on Outdoor
Gear
From: NTO
Subject: Sale
Dear Gordon
20% off all
Outdoor Gear
Promotional Personal
Segmented
Acknowledge Different Audiences for a Better Experience
Drag and Drop Audience Segmentation
Prebuilt Playbooks – Welcome and Birthday
Series
Import Data from Any Source
Segmenting Your Subscribers
30%Segmented email campaigns
produce 30% more opens
than undifferentiated
messages
American Apparel Automates Email Across the Customer Journey
Utilizes segmentation within the Marketing Cloud to send emails for 14+ languages
Manages abandoned cart emails with Automation Studio to reengage with customers
Filters and measures content within the Marketing Cloud to segment subscribers and manage lists
Creating a Different Messages for Each Audience
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Blake
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
30% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Bobby
Free Shipping
on Outdoor
Gear
From: NTO
Subject: Sale
Dear Gordon
20% off all
Outdoor Gear
Promotional Personal
Segmented Dynamic
Nearby
Store
Local Events
Special
Offers
Top Selling
items
Time or date
specific
content
Every Customer is Looking for Something Different
Drag and Drop Dynamic Content Creation
Dynamic Subject Lines
Automated Campaigns Based on Individuals
18xRelevant emails facilitated by dynamic tags
are capable of driving 18 times more
revenue, as compared to broadcast emails
– Email Monks
Dynamic Content for Better Experience
Talking to an Audience of 1 at Scale
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Blake
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
30% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Bobby
Free Shipping
on Outdoor
Gear
From: NTO
Subject: Sale
Dear Gordon
20% off all
Outdoor Gear
Promotional Personal
Segmented Predictive
Cart Abandoned
Recently viewed
items
Suggested
Items
Dynamic
Nearby Store
Local Events
Special Offers
Top Selling
items
Time or date
specific content
Anticipate Your Customers’ Needs with Predictive Intelligence
Drag and Drop Predictive Content Creation
Streaming Catalog and Web data
Pre-built Predictive Algorithms
25%Conversion from email increases
by 25% when content includes
predictive
Integrated Predictive Intelligence
“Our goal is to present the
customer with content that
is relevant, not invasive.”
Automated emails with helpful content based on the customer's browsing activity
Incorporated in-store purchase data with online reviews to predict product recommendations
Segment customers by zip code for local store openings and special events
Room & Board Helps Customers Complete the Room with Marketing Cloud
Kimberly Ruthenbeck, Director of Web Customer Experience
1:1 Messages along Every Step of the Journey
From: NTO
Subject: Sale
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Blake
20% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Ben
30% off all
Outdoor Gear
From: NTO
Subject: Sale
Dear Bobby
Free Shipping
on Outdoor
Gear
From: NTO
Subject: Sale
Dear Gordon
20% off all
Outdoor Gear
Promotional Personal
Segmented Predictive Automated
Receipt with
suggested
complementary
items
Shipping
confirmation
with a future
offer
Customer
Service Survey
after talking to
call center
Cart Abandoned
Recently viewed
items
Suggested
Items
Dynamic
Nearby Store
Local Events
Special Offers
Top Selling
items
Time or date
specific content
+20% in
Opens
Responding with Email at the Right Time in Context
Listen for Event to Drive Real-Time Email
Utilize Data to Trigger Message
Leverage the Power of Transactional Emails to
Drive Engagement
152%Triggered messages average 152% higher
click-through rates than "business as usual"
marketing messages. -EmailInstitute
Event Triggered Emails
“Marketing Cloud helps us
tackle our toughest
challenges.”
New Customer email campaign powered by Journey Builder
Connects with customers across email, mobile, and social
Increased open rates from 43.4% to 46%, and click through rates from 6.7% to 10.6%
Chemical Bank Reimagines What it Means to be a Community Bank
Megan Burr, Digital Marketing Coordinator
Where Do You Start?
Salesforce.com/5blueprints
5 Blueprints for Smarter Emails
More than just an email, create a series
Be ready for cross device readership
Include personal information and ask more questions
Do be afraid to send a follow-up or two
Welcome Emails
Making a Great First Impression
Include account details
Use behavioral data like browsing history and Predictive Intelligence
Bring in localized dynamic content
Promotional Emails
Get Personal and Make an Offer They Can’t Refuse
Create a pre-event series to get them excited
Add email messages during and after the event
Include live content that can adapt based on subscribers’ actions
Create dynamic content for different attendee groups
Event Emails
Creating an Engaging Event
For product or shipping confirmations include images of what was purchased
Use data to recommend related products or accessories
Include seasonal messaging
Encourage sharing with social calls to action
Transactional Emails
React to Your Customers on Their Schedule
Include names and images of what was left behind
The bigger the cart the greater the follow-up
Make sure subscribers are aware of all current offers
Include product reviews if available
Cart Abandonment Email
Wait…Don’t Leave
Salesforce.com/5blueprints
Thank you
Ben Pippenger
Sr. Director, Product Management - Email
bpippenger@salesforce.com
@benpipp
The Leader in Email
Predictive IntelligencePersonalize every experience
Journey Platform
Build & leverage custom apps
Scalability & Infrastructure
Scale campaigns reliably
Integration
Align across IT systems
Marketing Cloud Helps You Get Personal
Powering Success in Every Industry
TechnologyFinancial Services
& Insurance
3.1BAPI calls
in a month
100TBstored by a
single customer
21Bmessages sent
in a month
99.96%product uptime
Travel &
Hospitality
Internet
& eCommerceRetail/CPG
Communications
& Media
Marketing Cloud Clear Leader in G2 Crowd GridHighest scores in both customer satisfaction and market presence
Browse & tag all of your content in one place
Easy drag-and-drop interface
Build & preview simultaneously
Build simply with content blocks
Streamlined editing experience
Content Management & Editing
2015Q3
Content Tools
Predictive Decisions
2015Q1
Smarter Email
Create new content, product, or banner recommendations in-line
Powered by Predictive Intelligence
Syncs automatically with your catalog and web data through PI Collect
Analyzes over 25 attributes to generate recommendation
True to the Core
- Link changing
- Header & Footer Management
- Clear TS Queue
- Unarchrive a trigger send
- Performance Improvements
- Migration to latest products Drag and Drop segmentation, Automation Studio
Email Send Activity
2015Q1
Email in Journey Builder
Create emails directly in the Journey Builder
interface
Add event-based emails to journeys in Journey
Builder
Add batch campaigns to Journey Maps
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