Email Marketing Training Presentation

Email Marketing

HENRY WURST,INC. WITH IBM’S MARKETING CLOUD ADVANTAGE

Agenda

 Defining Email Marketing
 Why Customers Buy
 HWI Advantage
 Competitors
 How To Position HWI

Defining Email Marketing

FOCUS POINT: MESSAGE DELIVERY

Email Campaigns
The Basics

 Target the Right Audience

 List Is Critical
 Acquisition (15-20 Touches) or Retention (1-6 touches)
 Transactional (As It Happens)

 Construct

 Templates Utilized For Easy Set-Up
 Highly Personalized (Variable Data & Images)
 Precise Subject line
 Key Points Visible in Preview Pane
 Call-To-Action Links to Landing Pages (pURL)

Email Campaigns
The Basics

 Execution/Deployment

 Controlled Releases To Avoid Being Blacklisted
 Warm Up Periods To Ensure Whitelisting
 Monitor Bounces, Unsubscribes

 Standard Reporting & Analytics

 Messages Sent, Messages Delivered, Hard & Soft
Bounces, Unsubscribes, and Messages Opened

 Click-Through Rate (CTR)

Glossary of Email Terms

 Cost Per Thousand (CPM) – The Cost Per 1,000 Names
 Conversion Rate – The Number of Recipients Who Respond To the

Call To Action (CTA)
 Blacklist – Contain Lists of Domains or IP Addresses of Known

Spammers
 Whitelist – Contains Lists of Domains or IP Addresses That Have Been

Approved to Deliver Emails Despite Blocking Measures
 House List (Retention List) – A Permission-Based List That Has Been

Homegrown
 HTML – Code That Enables Unique Fonts, Graphics, and Background

Colors

Glossary of Email Terms

 CAN-SPAM Act of 2003 – Law That Outlines The Rules for Commercial
Email

 Dedicated IP – Refers To an IP Address From Which Only You Send
Email From

 Shared IP – Refers To An IP Address From Which Many Send Email
From (HWI)

 Opt-In/Opt-Out – Subscribe or Unsubscribe To Email
Communications

Glossary of Email Reporting Terms

 Sent – Valid Emails Sent In a Specified Period Measures the Quality of
 Delivered – Number of Emails Sent That Were Not Rejected the List
 Open Rate – How Many People Open an Email

 Hard Bounce – Email Is Rejected By Subscriber’s Email Server
Because Email Address Doesn’t Exist, Domain Name Doesn’t Exist, or
Email Server Blocked Delivery

 Soft Bounce – Email Reached The Subscriber’s Inbox But Was
Bounced Back Because the Inbox Was Full, Server Was Down, Or the
Message Was Too Large

Glossary of Email Reporting Terms

 Click-through Rate (CTR) – The Number of Users That Clicked
on a Specific Link

 Click to Open Rate (CTO) – The Total Number of Clicks Measures the Quality of
Divided by The Total Number of Opens the Content

 Unsubscribe Rate – Number of Contacts That Clicked the
Unsubscribe Link

 Marked as Spam – Number of Contacts That Reported the
Email as Spam

 Effective Rate – Ratio of Unique Clicks to Unique Opens,
Shown as a Percentage. Determines How Much Focus The
Contact Gave an Opened Mailing.

Why Do Customers Buy?

FOCUS POINT: FACTS AND FIGURES

Email Marketing Reasoning

 Real-Time Messages with  It Is Estimated That 100 Billion
Personalization Emails Are Sent Every Day

 Targeted Segments with  44% of Email Recipients Made
Campaigns At Least One Purchase Last
Year Based on a Promotional
 Quickly Disseminate Email
Information
 82% of Consumers Open Emails
 Very Cheap Marketing Sent From Companies

 Tracking and Reporting  $44.25 Average Return for
Every $1 Invested in Email
 Easily Conduct A/B Marketing
Testing
 7 successful “touches” are
needed in order to convert a
cold prospect into a buyer

Industry Statistics

Average For All Industries

Opt-out Rate 0.71%

Clicks (CTR) 8.32%

Bounces Rate 9.43%

Open Rate 5.00% 10.00% 15.00% 20.00% 23.12%
0.00% 25.00%

Primary Objective of Email Campaign

CAMPAIGN TYPE

Other Sales
5% 27%

Brand Awareness
7%

Retention
11%

Lead Generation Engagement
12% 22%

Acquisition
16%

HWI Advantages

FOCUS POINT: IBM’S MARKETING CLOUD’S CAPABILITIES

Connect to Everything

MARKETING CLOUD

Events SMS Mobile Blogs Call Location Communities
SMS Center

Customer Push Facebook Twitter Wearables Retail Email Devices+
Interactions

Email Campaigns
Marketing Cloud Advantage

 Journey Maps – Make Automation Simple
 Behavior-Based Business Rules Create Personalized Interactions
 Scoring – Zero In On Targets And Make It Highly Relevant

 Demographic Score
 Behavioral Score
 Frequency

 Email Insights (Analytics) – Goes Beyond Standard Reporting
 Websites/Webforms For Hyper Personal Experience

 JustPeachie (http://www.justpeachie.com/)
 AmereTruffle (http://www.ameretruffle.com/)

Marketing Cloud More on Construct

1 Subject Line Personalization

First name personalization

2 Personalized Content

Name and contact info for each customer’s personal rep

1 3 3 Dynamic Subject Lines

4 7 The subject line changes based on the type and
5
6 duration of club membership

4 Individualized Content Lists

For any customer who has purchased two or more items in the last 90

days, list each purchase with review links

5 E-commerce-driven Personalization

8 Display totals and other engaging content to drive
follow-on purchases

6 Website-driven Content

Directly track each customer’s Web activity and
prompt them to visit new areas of the site

2 7 Send Time Optimization

The message arrives in each individual’s inbox at precisely
the time that individual is most likely to check email

9 Data-driven Dynamic Image

8 Image is selected based on demographic and profile info

Score-driven Dynamic Offer

Discounts/prices vary by social influence and time since last purchase

9

Marketing Cloud Journey Maps Drives

Interactions At Scale 1 Communication steps

3 Marketers can visually build the content and
1 cadence for the automated campaign
including email, direct mail, tele-sales, and lead
2
2 routes.
4
Decision diamonds

Easily add business criteria to determine when
and which path each individual will move down.

3

Advanced processing (global, track, step)

Extensive capabilities drive real-time interactions
and external systems - Filter, route, update, Sync
with CRM, add to CRM campaign, or End Track

4 contacts

Hyper individualized content

Dynamic content, relational table content,
behavioral content, real-time content and send
time optimization are available in each step

18

Marketing Cloud Behavior-Based Business
Rules Create Personalized Interactions

Email Behaviors
Opens, Clicks, Sent or not sent, in any
given time window.

Web Analytics Integration
WA data feed – search, shopping cart,
page level

Relational Data
Ecommerce, In Store

Social Feed
Mention, Follow, RT in given time window

Marketing Cloud Native Web Feed
Site visits, page visits, Custom web
behaviors

Marketing Cloud Scoring

Marketing Cloud Send Experience

Marketing Cloud Reporting

Web tracking before sign up 23

Welcome email

Single welcome email

Automated Welcome
Programs

24

Newsletters Batch and Blast

Personalized individual dynamic content
on preference and behaviour

Automated Emails Campaigns

Personalize bPaesPrserodndoaunlcistehde
Make relevant inwfoermatahteior n
Accuweather

Progressive Profiling

Dynamically generated questions allow you to

progressively build deeper customer profiles with

each interaction (with web visitors and email)

recipients) First Visit-
Ask basic information to

download white paper

John Return Visit-
Doe Automatically
jd@Marketing Cloud.com fill in known
Marketing Cloud information
678-247-0500 and ask
additional
30339 questions

Retention Is Cheaper Than Acquisition

Give your subscribers
the option to pause
newsletters, instead of
opting out

"By recently implementing
Marketing Cloud’s new
Snooze feature, we are
already saving almost 3% of
would-be email
unsubscribers.”

Send Time Optimisation

Send to each recipient at the time they are

most likely to open

Algorithm continually learns the behaviour

When is the best time to send toof every single recipient
your audience?Be at the top of the inbox

Start

Monday Monday Tuesday Thursday Thursday Friday Friday Friday Saturday Saturday
4pm 9pm 7am 8am 10pm 10am 6pm 10pm 7am 3pm

Email Campaigns - SLA

 Service Level Agreement

 Appending List – 10 business days
 Program and One-off -- Execution to Campaign – 3

business days
 Journey Marketing Automation – 10 business days

Competitors

FOCUS POINT: GETTING TO KNOW THE COMPETITION

Competitors – Full Service Agency

 Marketo

$3,995 per Month for Unlimited Users & Unlimited
Emails

 Eloqua

$4,000 per Month for 50 Users & Unlimited Emails

 Pardot (Salesforce.com)

$2,000 per Month for Unlimited Users & Unlimited
Emails

 ExactTarget (Salesforce.com)

$3,750 per month for 45k subscribers and 10 million
messages

Do It Yourself Competitors

 MailChimp  Monthly Payment Plans
Based Upon Subscribers
 Offer Free Services With Limited Email Sends
for Small Businesses
 Highly Cost Effective
Up to 2,000 Contacts $0.0003 per Email Send For
Up to 12,000 Emails 100,000+ Subscribers

 Offer Standard Reporting

 Offer Templates

Other Do It Yourself Competitors

 iContact  Monthly Payment Plans
 GetResponse Based Upon Subscribers
 Campaign Monitor with Unlimited Email Sends
 Constant Contact
 Vertical Response  At Low End 10,000
 Benchmark Subscribers - Average
 Aweber $0.056 per Email
 GraphicMail
 Offer Standard Reporting

 Most Offer Templates

$160 Do It Yourself Competitor Monthly Pricing Comparison

$149 $149

$140

$120

$120

$110

$100 $99

$80 $75 $80 $74 $75
$80 $48
$25 $16 $47 $45
$60 $10 $65 $29 $69 $25 $25
$60 $0 $59 $12 $49
Mailchimp Benchmark $29
$45

$40

$25 $29
$15 $15
$20

$0 GetResponse Campaign Monitor VerticalResponse Aweber Graphicmail
Constant Contact

500 Contacts 2,500 Contacts 5,000 Contacts 10,000 Contacts

Let’s Go Get Some Sales!

FOCUS POINT: HOW TO POSITION HWI

HWI Talking Points

 Email Is by Far the Most Cost  To Stand-Out Go Beyond Standard
Effective Marketing Tool But to With:
Maximize the Value We Highly
Recommend Every Email Campaign  List Generation -Descriptive
Contain: Modeling, Segmentation Modeling,
Predictive Modeling
 Highly Personalized Data
 A/B Testing
 Highly Relevant Content  Dynamic Content
 Relational-Table Content
 Tracking & Reporting  Behavioral Content
 Real-Time Content
 Sent, Delivered, Open Rate, CTR,  Send Time Optimization
Bounces, Unsubscribe  Inbox Monitoring
 Email Insights Analytics
 Responsive Design  Preference Center
 Visual Attention Software (VAS)
 53% Opened on Mobile Device  Journey Marketing Automation

Discovery Question Examples

 Could you describe your current digital marketing initiatives and
activities?

 What is working well for you? What isn’t?
 How many employees do you have in the marketing department?

How are you handling your email campaigns? How much time are
you spending on deployment?
 What customer information are you tracking? What are you doing
with that information? What missing information you would like to
have?
 What kind of campaigns do you normally partake in?

Let’s Start With The List

 How Is Your Email List Generated? How Many Contacts Are In Your
List? Is That Enough?

 What Type of Information Do You Track With Your List? What Is the
Most Important Data Point? What Information Are You Missing or
Would Like to Have?

 Who Manages Your List? What Is Your Unsubscribe Ratio? Do You
Have a Preference Center?

HWI Advantages:

Relational Tables
Behavioral Tables
Inbox Monitoring
List Management
Preference Center

Let’s Talk Content

 Who Writes the Copy for Your Campaigns? How Are You Testing HWI Advantages:
the Effectiveness of Your Content? Do You Utilize Dynamic
Content? A/B Testing
Email Insights
 What Calls To Action (CTA) Do You Want to Achieve? How Do You Behavioral Content
Position the CTA’s Within the Email? Do You Use Relational-Table Dynamic Content
Content? Real-Time Content

 How Do You Ensure Your Content Is Relevant? What Is Your Testing
Methodology? Do You Use Real-Time Content?

 If You Use Images, What Are You Trying To Convey With Them?
How Often Do You Use Images? Would It Be Beneficial To Know
Exactly Where the Recipient’s Attention Is Focused?

Let’s Talk Deployment

 How Often Do You Send Out Emails? What Is Your Delivered Ratio?
Are There Any Domains (Gmail, Yahoo, AOL, etc…) That Mark Your
Emails as SPAM?

 What Is Your Open Rate? What Time/Day Do You Send Out Your
Email Campaigns? How Do You Determine the Best Time To Send?

HWI Advantages:

Inbox Monitoring
Whitelisted

Send Time Optimization

Let’s Talk Reporting & Analytics

 What Reporting Tools/Metrics Do You Use? How Often Do You
Receive the Metrics? How Comfortable Are You With The
Information Provided? (I.e. Is It Useful, Does It Make Sense)

 What, If Anything, Do You Do With The Analytics? What Reporting
Metrics Do You Use to Demonstrate ROI? Are There Reporting
Metrics That You Don’t Have and Would Like to Know?

HWI Advantages:

Email Insights
Custom Reporting
Campaign Suggestions

Let HWI Do The Work

 Provide Us Content and HWI Will Take Care of the Rest
 Spend More Time on Marketing Planning and Strategy

 Top Performers Spend More Than 3 Times the Amount of Time on
Strategy (Marketo Benchmark on Email Marketing)

 Receive Useful Analytics That Help You Design More Effective
Campaigns

 Set-up Journey Marketing Automation Programs

 Set It, Let It Run, and See the Positive Results

 Multi-Channel Campaigns

The Perfect Customer

 Marketing Department Is Shrinking But More Pressure to Develop,
Design, and Execute Effective Campaigns

 Utilizing a DIY Email Platform But Have Issues (Time, Confusing, Not
Enough Features, No Help Interpreting Data)

 List of Contacts Is >50k
 Large to Medium Print Buyer

HWI Pricing – One-Off Accounts

Per Email Sent Per Subscribers Per Month

HWI Monthly
Program Pricing

Includes Unlimited Emails, Template
Management, Relational Table Content ,
Response Design, Video, Audio, Inbox Monitoring,
A/B Testing, Preference Center, Tracking,
Reporting, Email Insights, Behavioral Scoring,
Dynamic Content, Real-Time Content, Send Time
Optimization, Landing Page, and Journey
Marketing Automation