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This presentation was delivered as part of a webinar for B2B marketers and Salesforce.com users. The presentation has 2 parts: the first covers common email marketing (mis)perceptions, an the second discusses a progressive approach to using Salesforce.com and services that integrate with it for email marketing and marketing automation.
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Email Marketing
in a
Salesforce.com
environmentIdanCarmeli
Marketing Automation Director
Today’s Agenda
• Revisiting Email Marketing4 perceptions you should take a fresh look at
• The journey towards revenue-oriented, sales-
aligned email marketing:
– Email marketing in Salesforce
– Email marketing services that „play nice‟ with
Salesforce
– Fully integrated marketing automation suites
Revisiting
Email Marketing
1. OPEN RATES MATTER
open rates are not
your most important metric.
clickthroughs and conversions are.
source:
triggered emails
have 96%
higher open
rates and 125%
higher click
rates than
“business as
usual” (BAU)
messages
Source: Epsilon and the DMA‟s
Email Experience Council
2. MY PERFORMANCE METRICS ARE
GOOD / BAD / AVERAGE / DON‟T KNOW
B2B email newsletters typically range from 5% to 15%
highly segmented and personalized email lists (B2B and B2C)
are often in the 10% to 20% CTR range
email messages with very strong content but sent
to unsegmented lists, like many news or trend-type
e-newsletters, are often in the 10%-15% range
there‟s no single performance benchmark, but
here are some pointers
source: Lyris
3. CONSULTANTS TELL ME THAT
TIMING / SUBJECT LENGTH / NO. OF
LINKS MATTER / DON‟T MATTER
Test.
Test.
Test.
Test again.
the best advice is…
source: MailerMailer report, 7/11
write short subject lines
personalization not very important
(but segmentation is!)
a few research-backed tips
source: MailerMailer report, 7/11
include more links,
but don‟t overdo it
send early in am, and right after work hours
a few research-backed tips
4. PEOPLE ACTUALLY READ THIS?!
there‟s an
art to email.
and it‟s
mostly
about
content.
the good news
about spam: it‟s up
to you.
The bad news: never
make the spam gods
angry.
“in January-March 2012 (Q1-2012) …
worldwide spam fell 40% as against
that of 2011.” commtouch report
Relevancetiming
designContentcompliance
personalization
Business
Alignment!
email marketing is
part of the journey
towards
true revenue-
oriented, sales-
aligned marketing
step 1(a):
email marketing in Salesforce?
step 1(b):
… but Salesforce Campaigns
are your friend
step 2:
email marketing tools that
‘play nice’ with Salesforce
iContact Pardot VerticalResponse Lyris ExactTarget
“… I can say without hesitation that there is NO
"best" email service provider out there. In fact, I
would say that they all suck...at one or many
things....you just need to find out what features of
the suckiness you can live with.
Source: Andrew Kordek,
Founder, TrendlineInteractive
on Quora
”
iContact on Salesforce DEMO
step 3:
a fully integrated
marketing automation suite
Increase Marketing Productivity & Sales
Alignment with Automation
• Run more campaigns with less resources
• Create more consistent email follow-up
• Streamline lead acquisition and nurturing
processes to increase lead volume and
conversion
• React in time and appropriately to leads‟
online „cues‟
• Use the CRM to maintain track record of
all marketing and sales engagements25
Increase Marketing Productivity & Sales Alignment With Automation
What we Covered Today
• Email Marketing revisited
• Progressive approaches to email marketing in a
Salesforce environment:
– Within Salesforce
– Services that „play nice‟ with Salesforce
– Fully integrated marketing automation suites
THANK YOU!
to-do today:
visit us at service-wise.com
