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Email and Social Media Marketing

C
Christy Belden

This document provides an overview of ExactTarget's email marketing platform. It discusses email marketing statistics that demonstrate email's effectiveness. It then outlines ExactTarget's key features like all-in-one management of subscribers, content and reporting. The document also summarizes the four main components of an ExactTarget email program: importing data, creating emails, sending emails, and tracking results. Each component is broken down into steps like building templates, designing emails, running reports and more. Best practices for email design and delivery are also covered.

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Introduction to ExactTargetFebruary 2011
Search Marketing LandscapeStatistics+93% of the population are email subscribers and have provided their email to a company or brand+88% of email users check email daily+94% of email users check email weekly+Email is the top digital marketing vehicle with 97% of marketers utilizing the channel+50% of consumers have made a direct purchase off email+When handling customer service issues 20% of consumers prefer email (phone and website top the list)+49% of consumers always open email from their favorite companies+81% of subscribers have been motivated to give their email to receive a promotion2Source: ExactTarget, eMarketer
Search Marketing LandscapeWhy Email Still Works?+Familiarity+Manageability+Privacy and Trust+Relevancy+Exclusivity3Source: ExactTarget, eMarketer
Search Marketing LandscapeHow to Begin a Email Program?+Create an Email Plan+Know Your Audience+Design for Your Audience+Test, Test, Test Rendering+Measure and Optimize4Source: ExactTarget, eMarketer
Search Marketing LandscapeEmail Viewership Stages+From Name+Subject Line+Preview Pane+Opened Email (pre-scrolling)+Full Email5Source: ExactTarget, eMarketer
Search Marketing LandscapeWhy ExactTarget+All-in-one-solution Database and Creative are all managed under the same roof+Opt-outs are handled within ExactTarget+Ability to setup up rules for easy management and segmentation+Easy to optimize and test creative within the system+Easy Email Validation+Create Test Send lists +Detailed Reporting+Automated Emails+Integration with Google Analytics, SalesForce.com, Microsoft CRM+Add Social Media functionality6
Search Marketing LandscapeFour Components of ExactTarget Email Program+Import Data+Create an Email+Send an Email+Track an Email7
Search Marketing LandscapeImport DataStep :1 Setup Profile and PreferenceProfile Attribute Email, Full Name, User 8
Search Marketing LandscapeImport DataStep :1 Setup Profile and PreferencePreference Attribute Determine how the subscriber will receive the emailEx: HTML vs. Text9
Search Marketing LandscapeImport DataStep 3: Import SubscribersManually enter subscribersImport the list via the computer or FTPManage subscribers through a data extension/relational database10
Search Marketing LandscapeSubscribersStep 4: Segment into GroupsBuild a rule based on profiles and preferences from a subscriber list
Pick a random group from a subscriber list
Choose subscribers at a constant interval from a subscriber list
Build a group based on a Data Filter 11
Search Marketing LandscapeCreate an EmailStep 1: Upload Files into a PortfolioManages all imagery, copy, multi-media needed for the email12
Search Marketing LandscapeCreate an EmailStep 2: Build a TemplateA template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.+All templates are stored under the Content tab in the My Templates folder.+2 Standard Ways to Create a Template Standard Template Editor HTML Paste Editor13
Search Marketing LandscapeCreate an EmailStep 2: Build a TemplateA template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.All templates are stored under the Content tab in the My Templates folder.Standard Template EditorHTML Paste Editor14
Search Marketing LandscapeCreate an EmailStep 3: Design Your Email15
Search Marketing LandscapeCreate an EmailStep 3: Design Your Email16
Search Marketing LandscapeCreate an EmailBest Practices for Designing Email+Build the Brand+Catch the Eye+Engage Your Customers+Maximize Your Response+Images Arent Everything+Test17
Search Marketing LandscapeSend an EmailStep 1: Prepare Email for SendContent Detective Helps identify spam triggers in your email and recommends a resolutionEmail Validation - checks your email message for common issues that could prevent your email from being sentSend Preview Displays the email as it will be viewed by the subscriberSending a Test Preview Send to additional stakeholders for final approval18
Search Marketing LandscapeSend an EmailStep 2: Sending an EmailGuided Send - A guided send is a send process that uses the Email Send Wizard.Simple Send - A simple send is a send process that allows you to send an email by selecting a list and clicking send. The simple send feature chooses default options for your send, such as sending immediately instead of scheduling, and provides a quick send option for you.Simple Automated Send - A simple automated send is an email send that automatically sends an email based on a date, like an anniversary or birthday.19
Search Marketing LandscapeTrack an Email20
Search Marketing LandscapeSend an EmailStep 2: Run a Report+Specify the following information in the report: Report Parameters Report Results Delivery Results File Format Run the Report21
Search Marketing LandscapeSend an EmailStep 2: Run a ReportSpeciify the following information in the report:Report ParametersReport Results DeliveryResults File FormatRun the Report22
Search Marketing LandscapeSpecifications+Must be less than 200K+Email width is 600 pixels+CAN/SPAM+Standard Elements:Link to view the email as a webpageHeaderContent Static or DynamicFooter Physical Mailing Address Subscription/Profile Management23

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Email and Social Media Marketing

  • 2. Search Marketing LandscapeStatistics+93% of the population are email subscribers and have provided their email to a company or brand+88% of email users check email daily+94% of email users check email weekly+Email is the top digital marketing vehicle with 97% of marketers utilizing the channel+50% of consumers have made a direct purchase off email+When handling customer service issues 20% of consumers prefer email (phone and website top the list)+49% of consumers always open email from their favorite companies+81% of subscribers have been motivated to give their email to receive a promotion2Source: ExactTarget, eMarketer
  • 3. Search Marketing LandscapeWhy Email Still Works?+Familiarity+Manageability+Privacy and Trust+Relevancy+Exclusivity3Source: ExactTarget, eMarketer
  • 4. Search Marketing LandscapeHow to Begin a Email Program?+Create an Email Plan+Know Your Audience+Design for Your Audience+Test, Test, Test Rendering+Measure and Optimize4Source: ExactTarget, eMarketer
  • 5. Search Marketing LandscapeEmail Viewership Stages+From Name+Subject Line+Preview Pane+Opened Email (pre-scrolling)+Full Email5Source: ExactTarget, eMarketer
  • 6. Search Marketing LandscapeWhy ExactTarget+All-in-one-solution Database and Creative are all managed under the same roof+Opt-outs are handled within ExactTarget+Ability to setup up rules for easy management and segmentation+Easy to optimize and test creative within the system+Easy Email Validation+Create Test Send lists +Detailed Reporting+Automated Emails+Integration with Google Analytics, SalesForce.com, Microsoft CRM+Add Social Media functionality6
  • 7. Search Marketing LandscapeFour Components of ExactTarget Email Program+Import Data+Create an Email+Send an Email+Track an Email7
  • 8. Search Marketing LandscapeImport DataStep :1 Setup Profile and PreferenceProfile Attribute Email, Full Name, User 8
  • 9. Search Marketing LandscapeImport DataStep :1 Setup Profile and PreferencePreference Attribute Determine how the subscriber will receive the emailEx: HTML vs. Text9
  • 10. Search Marketing LandscapeImport DataStep 3: Import SubscribersManually enter subscribersImport the list via the computer or FTPManage subscribers through a data extension/relational database10
  • 11. Search Marketing LandscapeSubscribersStep 4: Segment into GroupsBuild a rule based on profiles and preferences from a subscriber list
  • 12. Pick a random group from a subscriber list
  • 13. Choose subscribers at a constant interval from a subscriber list
  • 14. Build a group based on a Data Filter 11
  • 15. Search Marketing LandscapeCreate an EmailStep 1: Upload Files into a PortfolioManages all imagery, copy, multi-media needed for the email12
  • 16. Search Marketing LandscapeCreate an EmailStep 2: Build a TemplateA template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.+All templates are stored under the Content tab in the My Templates folder.+2 Standard Ways to Create a Template Standard Template Editor HTML Paste Editor13
  • 17. Search Marketing LandscapeCreate an EmailStep 2: Build a TemplateA template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.All templates are stored under the Content tab in the My Templates folder.Standard Template EditorHTML Paste Editor14
  • 18. Search Marketing LandscapeCreate an EmailStep 3: Design Your Email15
  • 19. Search Marketing LandscapeCreate an EmailStep 3: Design Your Email16
  • 20. Search Marketing LandscapeCreate an EmailBest Practices for Designing Email+Build the Brand+Catch the Eye+Engage Your Customers+Maximize Your Response+Images Arent Everything+Test17
  • 21. Search Marketing LandscapeSend an EmailStep 1: Prepare Email for SendContent Detective Helps identify spam triggers in your email and recommends a resolutionEmail Validation - checks your email message for common issues that could prevent your email from being sentSend Preview Displays the email as it will be viewed by the subscriberSending a Test Preview Send to additional stakeholders for final approval18
  • 22. Search Marketing LandscapeSend an EmailStep 2: Sending an EmailGuided Send - A guided send is a send process that uses the Email Send Wizard.Simple Send - A simple send is a send process that allows you to send an email by selecting a list and clicking send. The simple send feature chooses default options for your send, such as sending immediately instead of scheduling, and provides a quick send option for you.Simple Automated Send - A simple automated send is an email send that automatically sends an email based on a date, like an anniversary or birthday.19
  • 24. Search Marketing LandscapeSend an EmailStep 2: Run a Report+Specify the following information in the report: Report Parameters Report Results Delivery Results File Format Run the Report21
  • 25. Search Marketing LandscapeSend an EmailStep 2: Run a ReportSpeciify the following information in the report:Report ParametersReport Results DeliveryResults File FormatRun the Report22
  • 26. Search Marketing LandscapeSpecifications+Must be less than 200K+Email width is 600 pixels+CAN/SPAM+Standard Elements:Link to view the email as a webpageHeaderContent Static or DynamicFooter Physical Mailing Address Subscription/Profile Management23
  • 27. Search Marketing LandscapeExtra Features+Personalization Strings+Surveys+Social Forward+Attach a File+Dynamic Content+Web Collect24
  • 28. Search Marketing LandscapeEmail Best Practices+Subscribers are #1+Simple Automated Sends+Grow Your Subscriber List+Optimize Your Email Design+Email Deliverability+Evaluate and Optimize25