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Cut Through the Noise with Engaging Email Marketing
- 1. Cut Through the Noise
with Engaging Email
Marketing
Tuesday, October 15
sponsored by::
- 9. Page 9
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 11. Shift of Power
Information Scarcity
Selfeducation
Sales Engagement
Sales
Information Abundance
Self-education
Sales
Engagement
Marketing
Page 11
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 13. Hi, are you ready to buy?
Hi, now are you ready to buy?
Hi, how about now?
Hi, you must be ready to buy?
Hi again, are you ready to buy?
What about now?
Seriously, not ready yet?
Hi, are you ready to buy?
Page 13
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 15. Customers are Saturated
•
•
•
•
60% have a negative opinion of marketing
61% feel amount is out of control
65% feel constantly bombarded
59% feel marketing has very little
relevance
Source: Yankelovich Partners
Page 15
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 17. Engaging Email Marketing
Cut through the noise by
engaging individuals in a
dialogue that connects
them emotionally with
your brand
Page 17
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 18. Why Email?
58% of adult Americans check
email first thing in the morning
77% of consumers prefer to
receive permission-based
marketing communications
through email
- MarketingSherpa 2013 Email Summit
Email generates nearly a 2X
return compared to other
channels
- DMA & Smart Data Collective
- Waldow Social
64% of companies expect
investment in email marketing to
increase in 2013
- MarketingSherpa 2013 Benchmark Report
Page 18
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 19. 1. Listen (at scale)
Page 19
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 20. 2. Converse Across Channels
Page 20
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 22. More Targeted Sends are More Engaging
400
Engagement Score
350
300
250
200
150
100
50
0
100
1000
Source: Marketo research
Page 22
© 2013 Marketo, Inc.
10000
Email Delivered
Marketo Proprietary and Confidential
100000
- 23. 4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
Page 23
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 24. Behaviors Tell Us A Lot About Interests
Page 24
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 26. Actions Matter – EMAIL
Page 26
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 27. Actions Matter – SOCIAL
Page 27
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 28. Actions Matter – WEB
Page 28
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 29. Actions Matter – TRANSACTIONS
Page 29
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 30. Triggered
Engagement
Open %
57%
Click to Open % 37.1%
Click to Open % 23.4%
59%
Click %
Click %
147%
12.6%
Open %
Lift
21.7%
Page 30
© 2013 Marketo, Inc.
34.0%
Standard
Nurture
Marketo Proprietary and Confidential
5.1%
- 33. Test & Tune With Social Funnel Metrics
JumpStart Tour
Referral Results
as of 6/13/2013
• 280 participants
shared (15%)
• 15 qualified for
sweepstakes
• 144 incremental
registrations
• 7.4% increase in
registrations
Page 33
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 34. Traditional vs. New
• 45% of Social network users have purchased or asked
for something as a result of receiving direct mail
Page 34
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 35. Traditional vs. New
• 45% of Social network users have purchased or asked
for something as a result of receiving direct mail
Page 35
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 39. Why Direct Mail?
Page 39
Exact Target 2012 Channel Preferences Survey, February 2012
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 40. Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Download our new book
Happy birthday
Hi, are you ready to buy?
More cool content
Join us at our event
You like X, check out Y
Fun ways to learn more
Take this survey
You haven’t bought yet, here’s a 10% discount
Page 40
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 41. What’s the Payoff?
• Build brand awareness and affinity
• Identify highest value prospects and
customers
• Quickly convert opportunities
• Build long-term loyalty and advocacy
…all contributing to greater revenue
Page 41
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
