The Secrets to Email Marketing Success Track: Marketing Robin Daniels, salesforce.com Brian Vass, Sant Paul Uppal, Active Conversion Wouter Hoeberechts, WorldMed Assist Rasmus Mencke, salesforce.com Safe Harbor Statement “Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward- looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. 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Agenda Basics of Email Marketing – 5 Top Tips Nurturing Email Campaigns - Sant Email Marketing and Social Media – Active Conversion Live Demo – WorldMed Assist Panel Discussion and Open Q&A Top Tip #1: Targeted Lists Segmenting your target audience: – Country – City – Zip – Phone – Company size – Job title/level – Past purchases – Age – Gender – Others… Top Tip #2: Targeted, Relevant & Fresh Content Top Tip #3: Tracking & Reporting Unique open rates Unique click-through rates Delivery success rate Conversions Unsubscribes Spam complaints Top Tip #4: Go Viral Top Tip #5: Permission is Everything Respect un-subscribes Have a clear policy Join spam alliances to fight spam Permission just means the conversation is starting Brian Vass Vice President, Marketing All About The Sant Corporation The Sant Corporation enables sales professionals to deliver high quality content throughout the entire sales cycle. • 50+ salesforce.com users • 83% revenue growth since implementing salesforce.com • Respond to customer support cases 60% faster • Built custom objects to automate professional services engagements, customer feedback, and much more! Multi-Step Email Nurture Campaigns Success Key #1: Make it easy for Sales Content is King! Success Key #2: Short, personalized messages without graphics. Relevant call to action. Email 1 3 weeks Email 2 3 weeks Email 3 3 weeks Email 4 3 weeks Email 5 Integration with Salesforce.com Success Key #3: Alert Sales of email and website activity so they can follow-up Email and Website Activity Results Over $5 million influenced opportunity revenue Happy sales team Paul Uppal Director About ActiveConversion ActiveConversion is a leader in lead nurturing, lead management and demand generation for companies small and medium enterprise. We make it easy to see which marketing initiatives are paying off, and introduce you to sales-ready leads. ActiveConversion provides a single tool to help manage and optimize your Marketing and Sales. • Salesforce Partner since 2007 • VerticalResponse Partner since 2008 • Over 350 VR Partner Account signups to date • Over 2,500 Campaigns sent per year reaching 600,000 contacts Social Media Strategy Use social media to build visibility and brand. Promote opt-ins Value of Salesforce.com and VerticalResponse Invite Customers & Prospects to participate and engage through your social media channels Value of Salesforce.com and VerticalResponse Nurturing of our opt-in prospects Value of Salesforce.com and VerticalResponse No extra work to track and view results Wouter Hoeberechts Chief Executive Officer All About WorldMed Assist WorldMed Assist arranges high quality care abroad that is affordable. WorldMed Assist is a California based company that quickly became one of the leading medical tourism companies in the US. WorldMed’s goal is to continue to provide the highest customer service in the industry. Our team of case managers consists of Registered Nurses. WorldMed Assist enabled the first American to have a liver transplant in India in the summer of 2007, and several high profile cases followed. WorldMed and its patients have been featured on BBC, ABC News, Fox News and NPR’s All Things Considered. Heart Bypass Mortality Cost US 2% $130K Abroad 0.2% $13K Implementation highlights lead nurturing • Goals: – Increase conversion lead to customer – Reduce time spent on unqualified leads – Enforce consistent messaging – Low implementation/maintenance costs • Projected results: – 2% conversion increase – Time savings of 5 hrs/week/case manager – 100% consistent messaging – $3K one time costs Brian Vass Vice President, Marketing Paul Uppal Director Wouter Hoeberechts Chief Executive Officer Rasmus Mencke Product Manager Panel Questions 1. Why is email a great channel for you? Wouter, Brian, Terry 2. What’s your top tip for email marketing? Terry, Brian, Wouter 3. Why do you use email marketing? Brian, Wouter, Terry 4. What’s your main measure of success? Wouter, Terry, Brian 5. Something that’s hotly debated is the correct length of an email. What do you think? 6. What are your plans going forward? Brian, Terry, Wouter 7. What’s your advice for someone starting out with email marketing? 8. What other tools in the marketing mix do you use? 9. What advice for writing emails can you give? 10. What advice can you give to someone who wants to select a new email provider that works with salesforce? 11. Do you have monthly, quarterly or yearly targets for your email marketing campaigns? 12. Social media is all the rage, but how do you effectively measure the return of your social media campaigns? Complete an Online Survey. Enter to WIN! Help us save trees AND tell us what you think about this session. 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