#CNX14 - How the ExactTarget Marketing Cloud Uses Email
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Surprise! You’ll find humans—not wizards—behind the curtain of the ExactTarget Marketing Cloud’s own email marketing programs. Join us for a panel with our passionate email team. We’ll talk content, design, data, testing, segmentation, plus what works and what falls flat. We may even tell you what really grinds our (data extension) gears.
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#CNX14 - How the ExactTarget Marketing Cloud Uses Email
- 1. Track: Email Marketing #CNX14 #CNX14 How the ExactTarget Marketing Cloud Uses Email Host: Andrea Smith Panelists: Laura Earley, Jonathan Gandolf, Holly Rushton, and Brandt Wagner
- 2. Track: Email Marketing #CNX14 #CNX14 How the ExactTarget Marketing Cloud Uses Email Digital Marketing Production Consultant Salesforce ExactTarget Marketing Cloud @lauraearley Laura Earley
- 3. Track: Email Marketing #CNX14 #CNX14 How the ExactTarget Marketing Cloud Uses Email Marketing Data Analyst Salesforce ExactTarget Marketing Cloud @jdgandolf Jonathan Gandolf
- 4. Track: Email Marketing #CNX14 #CNX14 How the ExactTarget Marketing Cloud Uses Email Email & Mobile Marketing Copywriter Salesforce ExactTarget Marketing Cloud @hollymrushton Holly Rushton
- 5. Track: Email Marketing #CNX14 #CNX14 How the ExactTarget Marketing Cloud Uses Email Senior Technical Producer Salesforce ExactTarget Marketing Cloud Brandt Wagner
- 6. Track: Email Marketing #CNX14 Overview 1 2 3 Creating A Cross- Channel Journey Execute Service Above Selling The Ongoing Importance of Testing
- 7. Track: Email Marketing #CNX14 Creating a Cross-Channel Journey
- 8. Track: Email Marketing #CNX14
- 9. Track: Email Marketing #CNX14 Quick online assessment for analyzing your mobile program
- 10. Track: Email Marketing #CNX14 Mobile Assessment Path
- 11. Track: Email Marketing #CNX14 Automation Studio for processing submissions
- 12. Track: Email Marketing #CNX14 Journey Builder interaction for customized results
- 13. Track: Email Marketing #CNX14 Service Above Selling
- 14. Track: Email Marketing #CNX14 Spark Newsletter • Previous publications focused on selling and demand generation • Shifted focus to service, positioning the team and brand as thought leaders • Break the mold of a “templated” brand email • Leverage multiple sources for content (blog, industry pubs, etc.)
- 15. Track: Email Marketing #CNX14
- 16. Track: Email Marketing #CNX14 Spark: Before and After
- 17. Track: Email Marketing #CNX14 Before the redesign
- 18. Track: Email Marketing #CNX14 Before the redesign
- 19. Track: Email Marketing #CNX14 After the redesign
- 20. Track: Email Marketing #CNX14 After the redesign
- 21. Track: Email Marketing #CNX14 Lessons from Spark • Putting a service-first approach can work. • Can lead to higher engagement rates and position you well to your subscribers • While increasing send volume 1,378%, CTOR has also increased • Don’t be afraid to try different things. • Try embedded video • Open rate, click rate, and click-to-open rate all increased after the redesign • Not all content will perform well. • On average, sports-focused stories performed poorly— even global ones like the World Cup • Sparks featuring sports stories as leads had fewer opens and clicks
- 22. Track: Email Marketing #CNX14 It’s a commitment. Putting together a weekly publication takes time, energy, and lots of communication among different teams.
- 23. Track: Email Marketing #CNX14 The Importance of Testing
- 24. Track: Email Marketing #CNX14 Audience Segmentation • Targeted audience vs. large audience • Content tailored to subscribers • Smaller list size yields larger return Measure Broad Audience Targeted Deliverability 97.50% 93.48% Open Rate 14.09% 32.17% Click Rate 1.02% 5.23% Click-to-Open Rate 7.21% 15.93% Unsubscribe Rate 0.44% 0.58% Registrations 77 138 Conversion Rate 0.01% 0.28%
- 25. Track: Email Marketing #CNX14 Call-to-Action Testing Text link vs. text/image buttons Button won – more clicks & 2x conversion
- 26. Track: Email Marketing #CNX14 Click Paths • What’s the best path to conversion? • What behavior are you trying to drive?
- 27. Track: Email Marketing #CNX14 Embedded Video in Email • Video plays in email environment • Safe fallback: static image displays if not supported – clickthrough to landing page, YouTube, etc. • Our audience sees video as a static image 60% of the time - Static images only account for ~10% of interactions - Embedded videos views account for 80% of clicks (viewed 40% of the time)
- 28. Track: Email Marketing #CNX14 Recap
- 29. Track: Email Marketing #CNX14 Create Cross- Channel Journeys Use multiple channels for success Service Above Selling Be helpful Develop long term customer relationships Ongoing Testing Data beats opinions Take smart risks and build a testing process Lessons for Marketers 1 2 3 1:1 messaging is key—targeted and relevant content and campaigns perform best.
- 30. Track: Email Marketing #CNX14 Resources 1 2 3 Daily Blog Email Subscribe to receive our blog content: exacttarget.com/ blog/subscribe Mobile Assessment Take the mobile marketing analysis: exacttarget.com/ mobileanalysis Spark Newsletter Text “SPARK“ to 56237 OR sign up at exacttarget.com/spark
- 31. Track: Email Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Cards
- 32. Track: Email Marketing #CNX14 Questions?
- 33. Track: Email Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
- 34. Track: Email Marketing #CNX14
Editor's Notes
- Andrea: Introduce session and self I’m joined today by my fellow coworkers from our email, mobile, and social team here at the ExactTarget Marketing Cloud. They’re here to peel back the layers of their email expertise and talk about content, design, data, testing, segmentation - and a few lessons along the way about what works, what doesn’t, and some risks they’ve taken that have made their digital programs successful.
- Andrea: (1) Importance of Creating A Cross-Channel Journey (2) How to Execute Service Above Selling (3) The Ongoing Importance of Testing
- Marketing spans multiple channels. We can’t choose where people will interact with us, so we have to strategically cover a range of options - and that’s been a priority internally at the ExactTarget Marketing Cloud. Holly / Brandt Holly – I know your team has implemented a new Mobile Assessment tool to prioritize the cross-channel journey – can you share more about that with us?
- Closing question - what’s been the the most challenging — and most successful — part of the program from an internal perspective? Takeaway: Set goals up front – expand and refine from there.
- Andrea: Next, we wanted to share another new program, the Spark newsletter, that was implemented this year and really took a radically different approach with focusing on service, not selling. Holly—this sounds like a smart approach—but I’m guessing it was difficult to get buy-in initially. Can you share more about this program and some of the risks the team took? Holly / Jonathan
- Andrea: So share the overall moral of this story - does this service-based approach work? What have you learned? Jonathan: Average Spark: OR: 15.98 CR: 2.47 CTOR: 15.46 Sports Spark: OR: 15.93 CR: 1.98 CTOR: 12.42
- We went from a monthly newsletter to a weekly one – definitely a tough decision to increase frequency and commit to it.
- Andrea: Testing is always a hot topic - and I know a marketer’s biggest concern is how to implement it effectively. Your team has dramatically changed the Marketing Cloud’s email programs over the last year, including everything from strategy, to design, and more—usually as a direct result of learnings gleaned from testing. Jonathan – get us started and show us what you’ve been testing lately. Jonathan / Laura
- Segmented audience based on location, product interest, etc… Tailored content made for a more relevant message to subscribers Performed much better than sends going to a large audience
- A lot of discussion in the industry and on our team regarding buttons vs links Opted to use link CTAs in some cases due to word count The text link received 29 clicks and 2 registrations 6.89% CVR The Button received 32 clicks and 4 registrations 12.5% CVR
- Tested links based on click path and ultimate conversion One link linked to page with value prop (http://www.exacttarget.com/connections/registration), and one to the direct registration page (http://events.exacttarget.com/profile/form/index.cfm?PKformID=0x11990367e&_ga=1.16899902.603992153.1397050418) The direct link received 10 registrations on 134 clicks The indirect link received 10 registrations on 107 clicks The people who know they want to apply will do it quickly if they are prompted to the right place The people who need to know more information need to be driven to the right place for the right information Why Attend received 39 clicks and 4 registrations 10.25% CVR Registration link received 57 clicks and 2 registrations 3.50% CVR
- Liveclicker Positive results in SPARK, started to use more widely
- Walk away with these three things today.
- Take the Survey in the Connections 2014 Mobile App and leave our awesome panelists some feedback—and you’ll be entered to win some great prizes, including $50 Starbucks gift cards.
- Who has the first question for our panelists? Backup questions: (1) What email clients show embedded video – and show the fallback? (2) What is our own audience breakdown in terms of email clients—and mobile vs desktop views?