Email Marketing Getting started with ExactTarget Email and Salesforce1

Susan Marshall, Sr. Director Product Marketing @ s_marshall

Scott Thomas, Sr. Director Product Enablement @ scott_thomas_et

The Platform for 1:1 Customer Journeys

Our History: A Decade of Productized Integration

Today 2004 2008

WEB ANALYTICS

WEB ANALYTICS

WEB ANALYTICS

WEB ANALYTICS

BUSINESS PROCESSES

BUSINESS PROCESSES BUSINESS PROCESSES

SOCIAL MEDIA DATA

WEB ANALYTICS

DATA WAREHOUSES DATA WAREHOUSES

DATA WAREHOUSES PURCHASE DATA

BUSINESS UNITS

INFORMATION SYSTEMS

CRM

PURCHASE DATA

POS

POS

CRM

PURCHASE DATA CRM PURCHASE DATA PURCHASE DATA

 Understanding your Customers

Embed the email demo video here

Trends in Permission Based Messaging

77%

Email

72%

5%

Text Messages

1% 6%

Social Networks

0% 9%

Direct Mail

26% 2008

2013

Customer Preferences for Promotional Messages

Single View of the Customer

Customer Journey

Optimized Content

Manage the Enterprise

Product Integration

Single View of the Customer

•  Demographics

•  Music Preferences

•  Ticketed Purchases

•  Venues

Using Salesforce.com for the Single View

Lead or Contact

Campaign or Report ExactTarget

Marketing Cloud

Email Internet Service Provider (ISP)

Subscriber Takes Action

(Open, Click, Bounce, Forward to Friends, etc.)

Engagement Data Added Directly to Salesforce

(Open, Click, Bounce, Forward to Friends, etc.)

Single View of the Customer

Customer Journey Optimized Content

Manage the Enterprise

Product Integration

b1234@email.com  

PURCHASER  

RESPONDS  TO:   LAST  PURCHASE:  

NON-­‐PURCHASER  

TODAY  

Brian  

Goal-Oriented Customer Journeys

•  Personalized Job Alerts

•  Mobile Optimized Emails

•  Mobile Geo-Targeting Vision

Journeys Usually Start Like This…

•  Welcome series

•  Abandoned shopping cart

•  Happy birthday

•  On-boarding

•  Mobile opt in

•  Loyalty

•  Receipts

•  Order status

Build a Single View of Your Customer Deliver Personalized Content Across every Channel and Device

Journey Builder Puts Your Ideas in Motion

Single View of the Customer

Customer Journey Optimized Content

Manage the Enterprise

Product Integration

•  Curated and Automated Content

•  Location-based for 90+ Locations

•  Conditional Content for Donors

•  Personalized Mobile SMS Surveys

•  100K Surveys per Day

•  Up to 40% Response Rate

•  3 Million Responses Annually

Single View of the Customer

Customer Journey

Optimized Content

Manage the Enterprise

Product Integration

Manage the Enterprise

•  Worldwide adoption of 144 integrated accounts

•  Send in multiple languages •  Empower every staff member •  Event/tradeshow promotions

with personalized emails

Single View of the Customer

Customer Journey

Optimized Content

Manage the Enterprise

Product Integration

Demo: Salesforce.com + ExactTarget