2. Addressing the Cross-Channel
Marketing Challenge
Cross-Channel Challenge Overview
Personalized Consumer Experiences
Facebook Marketing, Twitter Engagement
and Social-Powered Marketing
Mobile Marketing - Go Everywhere Your
Customer Goes
Expanding Your Email Marketing
Path to Value – Cross-Channel Summary
May 10
June 14
July
August
October
November
3. Safe Harbor Statement
Safe Harbour Statement: This presentation may include forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995, including statements about
expected financial metrics. The achievement or success of the matters covered by such
forward-looking statements involves risks, uncertainties, and assumptions. If any such risks or
uncertainties materialize, or if any of the assumptions prove incorrect, the company’s results
could differ materially from the results expressed or implied by the forward-looking statements
we make. Further information on factors that could affect the company’s financial results is
included in the quarterly reports on Form 10-Q, annual reports on Form 10-K, and other filings
that we make with the Securities and Exchange Commission. These documents are available
on the SEC Filings section of the Investor Relations section of the company’s website at
www.ExactTarget.com/investor. Although we believe the expectations reflected in such forward-
looking statements are based upon reasonable assumptions, we can give no assurance that
the expectations will be attained or that any deviation will not be material. ExactTarget, Inc.
assumes no obligation and does not intend to update these forward-looking statements.
5. <1990 1990s
Events
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Mobile Apps
Geolocation
Virtual Events
Instagram
Vine
THE MARKETING (R)EVOLUTION
IM
Email
Events
Direct Mail
Telephone
6.
7. Interactive Marketing requires Interactive Teams
First Time Purchase Purchased 30 Days Highest LTV
Email Mobile
Social Web
8. Lifecycle Campaigns
Invite customers to
connect across
multiple channels.
Make a strong first
impression, and set
the stage for
ongoing
communications.
Provide value that
turns prospects into
customers and
brand enthusiasts.
Continue to engage
your customers
across channels.
10. The Future of Mobile is Context
According to Forrester, a customer’s mobile
context consists of:
• Preferences: the history and personal
decisions the customer has shared with
you or with his social networks.
• Attitudes: the feelings or emotions
implied by the customer’s actions and
logistics.
• Situation: the current location, altitude,
environmental conditions, and speed the
customer is experiencing.
12. Context Drives Device Choice
The amount of
time we have or
need
The goal we
want to
accomplish
Our location Our attitude
and state of
mind
13. Promote Preference Center
Make your app more relevant to customers and capture more accurate data.
• Send a push
message/alert promoting
your preference center
soon after the customer
has downloaded/opened
your app.
• Include link in welcome
email to personalize app
settings.
14. SMS Opt-In
Ask your customers
to text a keyword to
your short code to
receive future SMS
communications.
15. Promote App on Mobile Website
Top bar on mobile website prompts users to view and download your app.
Top bar on mobile website
invites users to tap “view”
to see app in store.
Users can learn more about
the app and tap “free” to
download.
If the user continues to
access the mobile site, they
will be reminded to open the
app.
16. Website Sign-up
Your strategy should include a combination of channels.
Welcome Email
• Send mobile-
aware welcome
email after
customer signs up
for SMS
messages or
downloads your
app.
1) Thank customer
2) Remind customer
of key benefits
3) Invite customer to
connect on your
social sites
Opt-In
Confirmation
• Send opt-in
confirmation MT
once customer
signs up for your
SMS program.
• Follow MMA
guidelines.
17. Email Opt-In
Ask your customers to share their email address and add them to an email list.
18. Email Opt-in: Nike
• Leverage SMS for acquisition
• Clear signage that communicates
value prop
• Ideal for shoppers or attendees who
prefer low-touch from associates and
booth staff
19. Social Opt-in
Because consumers are
present on the social
networks, create
opportunities for a more
durable relationship than a
“Like”
20. Social Opt-in: eBags
Cross-channel
promotions underline
ROI
• Increased Facebook
“likes” by 46K
• Increased email
subscribers by 28K
• Direct sales from site
visitors referred via
the thank you page
22. Advertise Everywhere
• Advertise in retail stores or brick & mortar locations
• Promote with partners
• Include field with SMS opt-in on web registration form
• Trigger push opt-in after user has been in app
• Send email to email subscribers who haven’t
downloaded your app
24. Welcome Email
• Reinforce value proposition
• Set expectations
• Trigger immediately
• Address book reminder
• Opportunities to further engage
• Offer incentives
25. Welcome Series
Open Rate: +233.31%
Click Rate: +550.48%
Open Rate:
+250.18%
Click Rate: +450.99%
Open Rate:
+169.51%
Click Rate: +224.79%
27. Discover What Influences Engagement
• Single Variable Impact – subject
lines, from name, delivery windows
– increase open rate
• Compare Two Emails – overall
design, mobile optimization – CTR
• Test Cell – hero image, call to
action - CTR
28. Increase Relevancy
Scripted
Take personalized content
to the next level using Java
Script or ExactTarget
proprietary scripting
languages
Dynamic
Generate unique content
for each subscriber
without having to create a
new email every time
Syndicated
Why create content twice? Pull
content directly from your
website into Email
Predictive
Automatic generate content
based on subscriber behavior
Live
Content renders at the time
of email open to display the
most relevant and timely
content
33. Audience Engagement
• 10-12 different product themes each week
• Personalized recommendations
• Special message for cardholders
• Member profile info
• Local store info
34. Social Network User Participation, Feb 2013
1 Billion+ 500 Million+
150M+
100M+
90M+
75M+
25M+
25M+
800M+
400M+
300M+
200M+
35. People engage with brands where they are
When a consumer has
become involved with a
brand to the extent that
they interact with it on a
social network, we see
meaningful quantitative
effects on their behavior.
36. Brands are becoming social citizens
• Stake out core brand
identities on social
channels
• Be thoughtful about the
decision to support a
social network
• Set clear expectations
with consumers
• Engage!
37. Publish Compelling Content
Brands are generating and
publishing content that keeps
them relevant, interesting,
and top of mind
• Owned media accounts to
publish
• Earned media for
groundswell & cost
efficiency
• Paid media to promote &
scale
38. Monitor What’s Being Said (And Snapped)
Brands are monitoring social
channels to ensure
professional presentation
39. Engage As Appropriate
Brands are participating in
social channels to ignite
curate product, service, and
brand conversations
• Offer help when asked
• Defray criticism where they
can
• Celebrate authentic
customer experiences
40. Impact of Social Engagement on Marketing Outcomes
We are seeing clear impact
of social engagement on
key marketing metrics at
the individual level
• Customer engagement
(clicks, opens)
• LTV
• RFM
• NPS
Cole-Haan Case Study Finding:
41. Social Engagement Improves Email Performance
This data is only for Twitter,
and it demonstrates how
meaningful single social
channel participation can be
WRT email performance.
Cole-Haan Case Study Findings:
42. Social Improves- Everything?
It is not clear whether
engagement increases brand
awareness, brand affinity,
likelihood to purchase,
likelihood to recommend- but
we haven’t seen a social
metric that shows a negative
correlation yet
Cole-Haan Case Study Finding:
44. Facebook Custom Audiences
Facebook Custom Audiences:
• Match email lists to Facebook users to create targets for any Facebook ad format
• 40% match rate – created an audience 4X the size of those who “like” the brand
• Create lookalike models based on existing customer segments
Audiences created and tested for each objective:
Acquisition
Lookalikes of:
• High value shoppers
• Referring members
• All email subscribers
Activation
Members
• Engaged with email;
Open or click within
45 days
Reactivation
Members
• Not engaged w/email
• Hard bounce/held
45. Results – 24-hour sale
Strong performance against each objective
• Activation test drove nearly 3X checkout volume of paid search with 16% of spend
• Strongest CTR: Standard ad against hard-bounced segment (5X average)
Acquisition Activation Reactivation
Cost per
registration
Cost per
checkout Cost per checkout
Cost per checkout
46. Cross-Channel Remarketing
Remarket with Push and email when a customer abandons a purchase in the app.
1) Send email and/or Push to promote in-app sale. 2) Customer puts item in cart but abandons. 3) Send Push reminder, then email reminder.
30 Minutes Later Next Day
47. Customer Service
SMS = cost effective alternative for customer service + increased customer satisfaction
Orange County Transportation
Authority implemented a
Text4Next program for customers
to receive the latest bus times.
• Consider implementing
Text4Info SMS programs
to streamline your
customer service.
• Consider combining
SMS with geo-location
targeting for more
precise Text4Next
programs.
49. Transactional SMS
Use SMS for more convenient and cost-effective
customer communications.
Consider transactional SMS messages for:
• Shipping information
• Banking account information
• Travel and flight confirmations
• Appointment reminders
• Prescription readiness alerts and refill
notifications
• Device upgrade notifications
• Property listings updates
50. Lifecycle Campaigns
Invite customers to
connect across
multiple channels.
Make a strong first
impression, and set
the stage for
ongoing
communications.
Provide value that
turns prospects into
customers and
brand enthusiasts.
Continue to engage
your customers
across channels.
51. Know your customers’ preferences
Test variables like time of emails and messages and the interactivity between them.
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
52. Map a Contact Strategy
Map a contact strategy to each of the four lifecycle groups:
Acquire, Onboard, Engage & Retain
Web App Other
Acquire
Onboard
Engage
Retain
= Email
= SMS
= Push
= Social
53. Personalized Customer
Experiences – June 14th
Leveraging behavioral data to create targeted
campaigns that drive conversion, increase
customer engagement & deliver unique user
experiences.
The Arctic Club
8:30-9:30am – Breakfast
9:30-11:00am – Presentation & Q&A
54. Now Forming: Seattle 3sixty Live User Community
• Ran locally by Seattle ExactTarget Users
• Connect professionally with the most innovative marketers in the Seattle area
• Provide a place for sharing both strategies for marketing and how to implement them on ExactTarget platform
• Connect directly with ExactTarget resources who can help you better your career
• Innovate with peers who want to push the envelop further
• Expand your social network
Community Charter Meeting: May 30th 2:00-5:30 pm ExactTarget Office in Bellevue
To Join Seattle 3sixty Live: www.exacttarget.com/3sixtylive
This is an opportunity to engage with your marketing peers and ExactTarget product leaders to discuss how joining email, mobile and social can help you create marketing programs that deliver relevant and timely messages where your customers expect them.
This is an opportunity to engage with your marketing peers and ExactTarget product leaders to discuss how joining email, mobile and social can help you create marketing programs that deliver relevant and timely messages where your customers expect them.
So, now a great transition to my favorite topic of the infamous Safe Harbor statement….As a public company, we are very limited in what we can share. I encourage tweeting about the event, but use common sense in what you share. Obviously no financial data or competitive information should be disclosed outside of this room.
<Remove build>
UK DATA
This is email 101 – but research we’ll release next month shows that there are still only 2/3 of marketers who maximize this opportunity effectively. 90%+ send a welcome email, but not everyone does it right.This is where you establish your marketing voice, reinforce your brand promise and set expectations for future communications.Basic best practices – to send it real time, don’t forget to ask them to add you to their address book, and find additional opportunities to engage.Always lots of discussion about including an offer. But the majority of consumers report that they opt into your email program with the expectation of receiving special offers – don’t disappoint them. And for non-retailers, offers can be a white paper, conference discount, anything that shows your appreciation for their interest in your brand.
<Remove build>From our research we also know that about a third are taking it to the next level and designing a welcome series. Customers will be most engaged in the weeks immediately following sign up.
Email 101Use A/B Testing tools to determine what aspects of your campaign influence engagement metrics.Ex: Mozilla
ExactTarget offers multiple methods of adding relevancy to emails, web, mobile, and other communications.Simple to complex
Talk about how behavior + offline data builds a single view of the consumer and this is used to drive relevancy
FB Custom Audiences is a free service that allows you to match hashed email records to create FB user segments for ad targeting. For this customer, they saw a 40% match rate against their entire email list, minus unsubscribes. (Note, at this point we aren’t recommending targeting unsubscribes, although it appears the terms of service would allow it). This instantly gave them an audience 4X bigger than their existing fanbase on Facebook, addressable via advertising. We tested lookalikes of 3 different segments: Shoppers with high LTV, shoppers who had referrred another member to transact (member get member), and a lookalike of email subscribers. Incidentally, we found that the lookalike of high-value shoppers was most effective at driving checkout conversions, while the lookalike of the email subscriber list was most effective at driving registration. We also looked at engaged and unengaged email subscribers – engaged being defined as having an open or click within in 45 days – and hard-bounced records. Match rate on hard bounce was about 8%.
Results… it worked! The effort against current members yielded very low CPM (cost per impression), under $.05, and delivered transactions very efficiently. The Acquisition effort drove transactions better than paid search, but to meet volume for this one-day event we drove up the cost per registration.We were significantly more effective than their standard / historical approach to fb advertising. For reactivation, the cost per checkout beat the paid search benchmark and yielded transactions from members who were unlikely to engage with the promotion through email. Results were stunning – but was it a one-off?
appendix
CUSTOMER EXPERIENCEScreen shot of automation studio or hub campaigns/calendarMOVE TO END
MOVE TO END
This is an opportunity to engage with your marketing peers and ExactTarget product leaders to discuss how joining email, mobile and social can help you create marketing programs that deliver relevant and timely messages where your customers expect them.
San Francisco
This is an opportunity to engage with your marketing peers and ExactTarget product leaders to discuss how joining email, mobile and social can help you create marketing programs that deliver relevant and timely messages where your customers expect them.
