7 Ways to Enrich Email Marketing with Predictive Intelligence

transcript

7 Ways to Enrich Your Email Marketing with Predictive Intelligence

Eric Tobias, VP Web Products and Predictive Intelligence

Eric Tobias, Vice President of Predictive Intelligence, Salesforce ExactTarget Marketing Cloud As Vice President, Predictive Intelligence at ExactTarget, Eric owns predictive and web product strategy and innovation at ExactTarget. Prior to joining ExactTarget, Eric was the founder of iGoDigital, a leading provider of personalization technology. iGoDigital was acquired by ExactTarget in 2012. Prior to starting iGoDigital, Eric was the co-founder of Batteries.com and Technuity.

Agenda

•  Why Email?

•  Why Personalization?

•  7 Ways to Enrich your Email Marketing •  Questions

of marketers say that email is a core component of their business strategy.

Email is the cornerstone of any successful marketing campaign. In Fact:

68% 2014 Marketing Cloud Benchmark Report: Predictive Intelligence

“Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management.

2014 Marketing Cloud Benchmark Report: Predictive Intelligence

86% of surveyed marketers agreed that they “use personalization based on broad segmentation and simple clustering techniques,” and 84% agreed they “use personalization based on simple business rules”

A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

86% of surveyed marketers agreed that they “use personalization based on broad segmentation and simple clustering techniques,” and 84% agreed they “use personalization based on simple business rules”

Marketers are still relying on basic customer data rather than behavioral and preference information

Increase Conversion Rates by 15% to 25%

Improve Open Rates 40% to 55%

Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates

Why does this matter? Marketing emails that include personalization:

Leveraging the power of Predictive Intelligence technology in your email marketing strategy will make your customers’ ‘keep or delete’ decision effortless with meaningful, personalized content in each email.

What’s the Solution?

7 Ways to enrich your email marketing with Predictive Intelligence technology

Integrate Data Silos

Build Cohesive Profiles

Maximize relevancy

Predict content

Expand email opportunity

Bridge the gap between web and email

Nurture real-time relationships

Integrate Data Silos 1

"You can never have too much data - bigger is definitely better. The more data you can collect the finer-grained the results can be.”

Werner Vogels Chief Technology Officer

Amazon

CRM Email Web Single View of the Customer

Only 26% of surveyed marketers pull from their customer data on a daily basis, placing many marketers in a perpetual game of catch up

Algorithms

Observe implicit behaviors online Capture explicit preferences via Guided Selling and Preferences Centers

Build Cohesive Profiles 2

94social interactions

12purchases

200engagements

23affinities

CALIFORNIA

FINANCIAL ANALYST

28 Y/O

Predictive Intelligence powers the engine that observes, collects, stores, and leverages behavioral data

Melissa Smith melissa@gmail.com Age 32 @MelissaSmith01 Chicago, IL Facebook Friend & Email Subscriber

The data is stored

regardless of whether the customer is known or unknown

Brian’s Profile

HIKING

BACKPACK

TENT MOUNTAINS

PANTS WATERPROOF

WINTER

JACKET DENVER, CO.

30% OFF

Brian’s Profile

HIKING

BACKPACK

TENT MOUNTAINS

PANTS WATERPROOF

WINTER

JACKET DENVER, CO.

30% OFF

Without the hassle of managing your data, you can focus on what’s important:

Keeping Customers Engaged

Maximize Relevancy 3

Maximize Relevancy

Recommend hero graphic images based on what we know about the visitor in her profile

Recommend topics of articles or ads based on what

topics are most important to the visitor

Products are recommended and personalized based on the visitor’s profile

Conversion rate increases dramatically from

6.32% in months 10-12 to

9.60% in months 13-18 when Predictive Intelligence data in incorporated into digital marketing tactics.

Maximize Relevancy

Conversion rate increases dramatically from

6.32% in months 10-12 to

9.60% in months 13-18 when Predictive Intelligence data in incorporated into digital marketing tactics.

Maximize Relevancy

The longer you utilize the engine, the better acquainted it becomes with your customer base

Predict Content 4

Predict Content

of surveyed marketers agreed that they use personalization based on broad segmentation and simple clustering techniques agreed they use personalization based on simple business rules

83% A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

The future of customer relationships is in 1:1 marketing

Predict Content

Expand Email Opportunity 5

Expand Email Opportunity

Increase Conversion Rates by 15% to 25%

Improve Open Rates 40% to 55%

Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates

Marketing Emails that include personalization:

Don’t get stuck sending the same “vanilla” email. Expand your options!

Bridge the gap between web and email 6

Only 34% of marketers report using real-time decisioning technology and customer data to drive interactions.

Hero / Main Slot

Smart Content 2

Smart Content 3

Smart Content 1

Nurture real-time relationships 7

Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction.

Take the Customer Journey to the Next Level Why risk the possibility of your customers pressing ‘unsubscribe’ just because you’re not treating each customer as an individual?

7 Ways to enrich your email marketing with Predictive Intelligence

Maximize relevancy

Predict content

Expand email opportunity

Win with Web Strategies Text “WEB” to 56237

Tips | Strategies | Trends

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7 Ways to Enrich Email Marketing with Predictive Intelligence

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