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”

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

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:

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

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

Integrate Data Silos

"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

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

Algorithms

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

Build Cohesive Profiles 2

94social interactions

12purchases

200engagements

23affinities

Nolan

CALIFORNIA

FINANCIAL ANALYST

28 Y/O

Build Cohesive Profiles

Build Cohesive Profiles

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

BLACK

BACKPACK

TENT MOUNTAINS

PANTS WATERPROOF

WINTER

JACKET DENVER, CO.

30% OFF

Brian’s Profile

HIKING

BLACK

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

2014 Marketing Cloud Benchmark Report: Predictive Intelligence

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

2014 Marketing Cloud Benchmark Report: Predictive Intelligence

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

86%  

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:

Expand Email Opportunity

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

Expand Email Opportunity

Bridge the gap between web and email 6

Bridge the gap between web and email

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

Bridge the gap between web and email

Bridge the gap between web and email

Hero / Main Slot

Smart Content 2

Smart Content 3

Smart Content 1

Nurture real-time relationships 7

Nurture real-time relationships

Nurture real-time relationships

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

Integrate Data Silos

Build Cohesive Profiles

Maximize relevancy

Predict content

Expand email opportunity

Bridge the gap between web and email

Nurture real-time relationships

Win with Web Strategies Text “WEB” 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/