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Ashley Fortman Marketing Consultant
Salesforce Marketing Cloud
@afortmanmc
Jim Eup Principal Product Marketing Manager
Salesforce Marketing Cloud
@JimEup
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Cost of the Customer: 7 Ways to Personalize Your Customer Experience
Retain Webinar Recap
1. Integrate Data Silos 2. Build Cohesive Profiles 3. Predict Content 4. Maximize relevancy 5. Expand email opportunity 6. Bridge the gap between channels 7. Nurture real-time relationships
Today’s Topics
Why focus on Retention?
Best Practices to Ensure Success
Marketing Cloud Tools for You
Positive Engagement: • Opens • Clicks • Shares
Deliverability
Negative Engagement: • Ignore • Delete • Unsubscribes • Complaints
Client Success
Results: ü Decreased total delivered by 10% ü Increased opens and clicks by 40% ü Increased delivery rate before going into the busy
Holiday season
+40%
Today’s Topics
Why focus on Retention?
Best Practices to Ensure Success
Marketing Cloud Tools for You
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing
Retention Best Practices
Scripted
Generate advanced content with AMPScript, or
scrape existing site content with HTTPGet"
"
Live Offer
Choose which offers or coupon subscribers see at
the time of email open."
Dynamic
Create unique content for each subscriber one time,
for multiple messages."
Predictive
Present recommended content based on
subscriber behavior"
Keep Content Relevant with Marketing Cloud Tools
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Test, test, test
Retention Best Practices
Last Open/Click < 30
31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365
Sub
scrib
ers
Days
Subscriber Engagement Cliff
Active Declining
Results will vary: Use your subscriber data to identify the engagement cliff for your customers
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing
Retention Best Practices
Last Open/Click < 30
31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365
Sub
scrib
ers
Days
Early Activation Reengage Sunset
Set goals relevant to your business
Standard Marketing Cloud Tool: Tracking Details
54392 Marketing Email Check out the latest deals 11/11/2014 8:00AM
All Subscribers
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing
Retention Best Practices
2014 Mobile Behavior Report
Mobile Matters
91%Accessing email69%
Text messaging
Searching on the internet
Social networking
Watching videos or movies
While watching TV
Getting news alerts
Playing games
Listening to music
Reading
Getting directions
Using tablet while using smartphone
90%23%
76%70%
75%64%
30%40%
70%65%
62%52%
57%58%
46%36%
43%57%
24%14%
41%
Smartphone (N = 470)
Tablet (N = 341)
Standard Marketing Cloud Tools: Mobile Optimization
Preview Preview email across devices
Templates Built exclusively
for mobile
Reporting See which devices
customers use to read email
Pre-header Optimize message
summaries in the inbox
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing
Retention Best Practices
Always Be Testing
ü Start with a small subset of subscribers ü Subject lines, including urgency and personalization ü Single message or a series of messages ü Offers & incentives ü Landing pages
1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing
Retention Best Practices
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Power the Customer Journey
Text “JOURNEY” to 56237 Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/