The Secrets to Email Marketing Success by ypy11747

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									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.

The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in
our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our
service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain
profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating
history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to
release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of
the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective
tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and
interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-
K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These
documents are available on the SEC Filings section of the Investor Information section of our website at
www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-
looking statements, except as required by law.
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?
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