How to Leverage Email to Make Your Digital Marketing Strategy Powerful and Profitable

1. © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Email Marketing in a Web 2.0 World How to Leverage Email to Make Your Digital Marketing Strategy Powerful and Profitable Joel Book Director, eMarketing Education ExactTarget, Inc.

3. Joel Book May 17, 1976

4. The Evolution of Digital Marketing

5. < 1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

6. The average consumer is exposed to 3000 ad messages each day.

7. Brands that Cut through the Clutter

8. Example: Email Drives Blog Content Carhartt Email Carhartt Blog

12. Example: Email + mCoupon Drives Traffic

14. Common Thread: Email Nearly two-thirds of US Internet users made a purchase because of a marketing message received through email . Source: ExactTarget 2008 Channel Preference Survey May 23, 2008

15. Sharing Email Just Got Easier ExactTarget, in collaboration with ShareThis, announces a new way to engage with subscribers Subscribers can now share email with their network using any sharing service including Digg, Facebook, SMS, Twitter, and more – from inside their email.

17. Digital Marketing Requires the Right Foundation

18. WEBSITE SEARCH EMAIL

19. YOUR FOUNDATION SHOULD BE THE CONSTANT FOCUS OF OPTIMIZATION WEBSITE SEARCH EMAIL BLOG PAID SEARCH ONLINE VIDEO MOBILE SOCIAL SMS WHATEVER YOUR UNIQUE MIX UP HERE… WHY? THESE THREE FOUNDATIONAL TACTICS PRODUCE THE HIGHEST LONG-TERM ROI AND HELP EVERY OTHER TACTIC PERFORM BETTER

21. Websites have become the “Hub” of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Web

22. Many Visit. But Do They Convert? Website Visitors No! 98% of website visitors do not convert. Source: WebTrends Print Ad

24. HP Sells the Value of Email Registration!

25. HP invites subscribers to identify preferences for newsletter content

26. HP explains why these questions are being asked.

28. Segmentation Doubles Opens and Click Rates

29. Subscribers Rule! Serve the subscriber’s needs … and they will serve yours

31. First Some Realities: 87% of adult Internet users use search engines. Source: Forrester Research The US Interactive Marketing Forecast 2007-2012 January 4, 2008

32. Engagement Begins with Website Visit “ 92% of business buyers go online to research products and suppliers.” Source: Forrester Research (July, 2007) The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase Website Visit

33. The Organic Advantage 87% of commercial website traffic comes from organic search . Source: Forrester Research Interest The Customer Life Cycle Evaluation Purchase Usage Re-Purchase Loyalty Lead Generation Online Advertising Print Advertising Trade Shows Acquisition Tactics Webinars Search (PPC and Organic)

35. WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions

42. *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive Relevance Matters! 56% consider messages from known senders to be spam if they aren’t “interesting” 50% consider messages from known senders that are sent too frequently to be spam 48% are using “report spam” buttons for reasons other than to report unsolicited email

45. Analytics WEBSITE SEARCH EMAIL

46. “ Targeted email campaigns – personalized to subscriber needs – drive 9 times more revenue and deliver 18 times more net profit than broadcast e-mailings.” Email Blast Source: David Daniels, Research Director – Jupiter Research Behavior Targeting in Email

48. Behavioral Targeting in Email Visitor arrives at your website Visitor Profile Repository Call goes out to Visitor Profile Repository create profile First-time visitor Automated Self-learning Predictive Modeling Engine Repeat visitor retrieve profile Optimal content decision sent to ExactTarget Content Library ExactTarget sends email with content tailored to visitor profile

49. CRM WEBSITE SEARCH EMAIL

51. Customer Data – and the ability to Leverage it – is a Huge Competitive Advantage

52. Here’s what I want to do:

53. “ Top-performing organizations are deploying far more advanced closed-loop marketing processes to generate a higher return on marketing investments.” Automating CRM Processes Source: Aberdeen Group The CMO Strategic Agenda: Automating Closed Loop Marketing March, 2008

56. Marketing Automation Case Study

61. “ CRM is reemerging as a basic business enabler for revenue acceleration and retention management . . . and email is the core enabling technology.” The Bottom Line? CRM is HOT! Source: Forrester Research, Inc. The Top Marketing Technologies

62. New White Paper Integrating Email, CRM, and Web Analytics How to Build a One-to-One Marketing Machine that Strengthens Relationships and Boosts ROI

63. © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Thanks! Joel Book Director, eMarketing Education ExactTarget, Inc. Email: jbook@exacttarget.com Phone: 317.275.5444 Blog: Email Marketing by the Book