Build smarter emails to improve results and boost ROI

Build Smarter Emails to Improve Results and Boost ROI
London Salesforce World Tour - Marketing Cloud Email

Ben Pippenger
Sr. Director, Product Management - Email

@benpipp


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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

How Many Have Heard This Before?

Send the

To the

At the

On the

RIGHT MESSAGE

RIGHT PERSON

RIGHT TIME

RIGHT CHANNEL



SMART EMAIL




Email is the Cornerstone of Digital Marketing

“Nearly a third of all online purchases

“For every $1 spent on email

begin with a click of an email.”

the return is $42.08.”


But It’s Noisier than Ever Before

183,000,000

“Over 183 Billion emails sent everyday” Marketing Profs

416 / Month

“On average, consumers receive 416 commercial messages a month”
Return Path

Only 7B people on the planet that’s 26 emails per person per day
416 messages a month, is almost 5,000 per year. How do you not get lost
in the noise


And you’re no longer competing
with just your peers.


You’re Competing with Brands That Provide Customer Journeys

Knows you better than you know yourself

Plans every step for driver and rider


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

Craft Your Core Messaging

Promotional
From: NTO
Subject: Sale

20% off all Outdoor Gear


Great Emails Requires a Solid Foundation

Promotional Emails
Drag and Drop Content Creation
Integrated A/B Testing
Mobile Optimized Templates

53%
Emails are opened on Mobile


Improve the Performance of Your Emails with Personalization

Promotional

Personal

From: NTO

From: NTO

Subject: Sale

Subject: Sale

20% off all Outdoor Gear

Dear Ben

20% off all Outdoor Gear


Behind Every Email is a Customer

Personalize Every Interaction
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%


Hershey Entertainment & Resorts Drives Consumer Engagement
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


Understanding the Different Parts of Your Audience

Segmented
From: NTO
Subject: Sale

Dear Ben

Promotional

Personal
30% off all Outdoor Gear

From: NTO

From: NTO

Subject: Sale

Subject: Sale

20% off all Outdoor Gear

Dear Ben

From: NTO
Subject: Sale

20% off all Outdoor Gear
Dear Bobby

Free Shipping on

Outdoor Gear

From: NTO
Subject: Sale

Dear Gordon

20% off all Outdoor Gear


Acknowledge Different Audiences for a Better Experience

Segmenting Your Subscribers
Drag and Drop Audience Segmentation
Prebuilt Playbooks – Welcome and Birthday Series
Import Data from Any Source

30%
Segmented email campaigns produce 30% more
opens than undifferentiated messages


Logo
Logo

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
Segmented
From: NTO
Subject: Sale

Dear Ben

Promotional

Dynamic
Nearby Store

Local Events

Personal
30% off all Outdoor Gear

From: NTO

From: NTO

Subject: Sale

Subject: Sale

20% off all Outdoor Gear

Dear Blake

Special Offers

From: NTO

Top Selling items

Subject: Sale
20% off all Outdoor Gear
Dear Bobby

Time or date specific
content

Free Shipping on
Outdoor Gear

From: NTO
Subject: Sale

Dear Gordon

20% off all Outdoor Gear


Every Customer is Looking for Something Different

Dynamic Content for Better Experience
Drag and Drop Dynamic Content Creation
Dynamic Subject Lines

Automated Campaigns Based on Individuals

18x
Relevant emails facilitated by dynamic tags are capable of driving 18 times
more revenue, as compared to broadcast emails – Email Monks



Talking to an Audience of 1 at Scale
Segmented

From: NTO

Dynamic

Predictive

Nearby Store

Cart Abandoned

Local Events

Recently viewed items

Special Offers

Suggested Items

Subject: Sale

Dear Ben

Promotional

Personal

30% off all Outdoor Gear
Top Selling items

From: NTO

From: NTO

Subject: Sale

Subject: Sale

From: NTO
Subject: Sale

20% off all Outdoor Gear

Dear Blake
Dear Bobby
20% off all Outdoor Gear
Free Shipping on
Outdoor Gear

From: NTO

Subject: Sale

Dear Gordon

20% off all Outdoor Gear

Time or date specific content


Anticipate Your Customers’ Needs with Predictive Intelligence

Integrated 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


“Our goal is to present the
customer with content that
is relevant, not invasive.”
Kimberly Ruthenbeck, Director of Web Customer Experience

Logo
Logo

Room & Board Helps Customers Complete the Room with Marketing Cloud

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