Covers ROI of email. Consumer preference for email. Benefits of email. Explanation of permission for email: opt-in vs opt-out. Highlights CAN SPAM rules. Discusses deliverability of emails. Reviews lead nurturing through email. Explains scoring leads. Gives examples for email content, frequency and recency. Shows email data on timing, open rates, click through rates, device statistics, and subject lines. Details two email case studies.

1. Leveraging Email to
Grow Your Sales

2. Direct Marketing Ecosystem
Direct
Marketing
Catalogs
& Postal
Mail
Tele-
marketing
Text
Messaging
Email
Ads on
Mobile
Devices
Online
Advertising

3. Why Focus on Email?
$7.25
$8.26
$11.34
$11.37
$12.90
$15.40
$19.71
$22.38
$39.40
$0.00 $10.00 $20.00 $30.00 $40.00
Direct Mail (Catalog)
Telemarketing
Insert Media
Mobile
Social Media/Networking
Direct Mail (Non-Catalog)
Internet Search
Internet Display
Commercial Email
ROI by Direct Marketing Channel
Source: Direct Marketing Association, The Power of Direct Marketing, 2011-2012.

4. Consumers Prefer Email
Overall 15-
17
18-
24
25-
34
35-
44
45-
54
55-
64
65+
Email 77% 66 74 75 81 79 81 79
Direct mail (letters,
catalogs, postcards, etc.)
9% 6 6 6 9 10 14 14
Text messaging (SMS) on
cell
5% 10 5 7 4 6 1 0
Facebook 4% 8 7 3 4 3 1 0
Telephone 2% 0 5 3 2 1 1 2
Twitter 1% 4 1 1 0 0 0 0
Mobile App 1% 2 1 1 0 1 0 0
LinkedIn 0% 0 0 1 1 0 0 0
Source: ExactTarget, 2012 Channel Preference Survey, February 2012
Preferred Channel for Permission-Based Promotional Messages

5. More Reasons Email Works Well
Reduced Time & Effort: Emails do not take a lot of time to
produce relative to other marketing efforts
Cost-Effective: Email costs are much lower than other
traditional forms of marketing
Real-Time Messages: Email messages can be sent
immediately to communicate quickly
Personalized Messages: Unlike other forms of mass
communication, email is addressing each recipient
Segmentation of Database: Segmentation allows for highly
targeted messages, which are proven to work
More Frequent Messages: Due to the easiness and cost-
effective nature of sending email, more messages can be sent
within a given time frame

6. Establishing Permission to
Email Leads/Customers
Quantity
Quality
Opt-Out Only
Single Opt-In, Pre-checked
Single Opt-In, Unchecked
Double Opt-In

7. CAN-SPAM Checklist
• Commercial messages used to advertise products or services
are regulated by CAN-SPAM
• Transaction or relationship-based emails are not
Email Type
• US laws do not require opt-in methods of acquiring
informationPermission (opt-in)
• Every message must include opt-out instructions
• Sender must honor requests within 10 daysUnsubscribe (opt-out)
• Misleading header information is banned: “From”, “To” and
routing information must identify person initiating emailSender Identity
• Deceptive subject lines are prohibited
• Advertisement identification is required
Subject Lines/
Labeling
• Valid postal address is required
Contact Information/
Post Address

8. Deliverability of Emails
78%
4%
18%
Inbox
Spam
Missing
Source: Return Path, Email Intelligence Report Placement Benchmarks, 1H 2013
• Complaints
(SPAM)
• Unsubscribes
• Blocked/Blacklisted
• Hard Bounce (permanent)
• Soft Bounce <5
• Soft Bounce >5
• Sender Reputation
(senderscore.com)
• User engagement
(opens/clicks)

9. Email Touches All Points of the
Customer Lifecycle
Nurture Prospective Customers (Discover & Explore)
• Explain product benefits
• Provide social proof (i.e. customer testimonials)
• Address barriers to entry:
• price
• privacy
• legalities
• Advertise news/events
Manage Existing Customers (Buy & Engage)
• Upsell and cross-sell products
• Solicit referrals
• Request testimonials
• Survey for:
• sales improvements
• customer satisfaction
• Advertise news/events
Discover
Explore
Buy
Engage

10. Email Usage for
Prospects – Deep Dive

11. Various Media Sources
Paid Media
• Print
• Radio
• Magazines
• Outdoor
• Banners
• Direct Mail
• Email List Rental
Owned Media
• Brochure
• Store
• Website
• Facebook Fan
Page
• Mobile Apps
Earned Media
• Word of mouth
• Facebook
• Twitter
• Blogs
• Forums
• Youtube
Readiness to Buy

12. Sales Funnel for Leads
Inquiry
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified
Leads
$

13. Scoring Leads
What is Lead Scoring?
Ranking leads based on the interest they show in your business,
their current place in the buying cycle and their fit in regards to
your business.
Types of Lead Scoring:
Implicit Explicit
Behavior Online body language BANT data (Budget,
Authority, Need,
Timeline)
Demographics Inferred geography,
data quality, etc.
Demographics – typically
collected from form data
or data appending

14. Example Behaviors to Score
IMPLICIT DATA
Emails
Opened
Opened Multiple Times
Clicked
Clicked Multiple Times
Unsubscribed (negative)
Web Pages
Viewed product specific
page
Viewed pricing page
Viewed customer reviews
Shared via social sharing
EXPLICIT DATA
Age
Purchasing Authority
Location
Lead Source
Website
Event
Sponsorship
Newspaper
Household Income
Product Interest

15. Turning Leads into Sales
Less than 25% of new
leads are sales-ready.
How do you nurture and
close the remaining 75%?
Source: Gleanstar Research, December 2010 Gleansight on Lead Nurturing

16. Lead Nurturing
What is Lead Nurturing?
The process of building relationships with qualified prospects
regardless of their timing to buy, with the goal of earning their
business when they are ready.
Why Focus on Lead Nurturing?
Nurtured leads produce, on
average, a 20% increase in sales
opportunities versus non-nurtured
leads.
Source: DemandGen Report

17. Determine Email Strategy Using
Lead Scores
Source: Marketo, The Definitive Guide to Lead Nurturing

18. Email Messaging Changes as
Leads Move Down Funnel
Help potential
customers better
understand their
problems
free whitepapers,
guides, videos,
checklists
Help potential
customers solve their
problems
webinars, case
studies, free
samples, catalogs,
FAQ sheets, spec
sheets, brochures
Help potential
customers choose
you
free
trials, demos, asse
ssments, consulta
tions, estimates, c
oupons
Discovery Consideration Decision

19. Email Recency and Frequency
Adjusts to Lead Behavior
Lead 1 Welcome Email
< 1 Day
Whitepaper
Opened
Either
Email?
7 Days
yes
no
3 Days
7 Days
Signed Up at
Company Event
Checklist
Personal Email
from Sales Rep
Lead 2 Welcome Email
< 1 Day
Brochure
3 Days
Personal Email
from Sales Rep
1 Day
Schedule
Demo/Tour
Requested Brochure
from Website

20. Email Trends and
Best Practices

21. ‘Age’ of Lead is Important
Source: HubSpot, An Introduction to Email Marketing
Capitalize on high
engagement when lead
is still new

22. Email Timing is Important
Source: MailerMailer LLC
Most people open email
as they start work

23. Email Performance Metrics
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Open Rate
Clickthrough
Source: Epsilon and Email Experience Council, Q1 2012 Email Trends and Benchmarks, June 2012
Open Rates are
trending up; CTRs are
trending down

24. Email Metrics for Prospect and
House Lists
B2B House File Prospect File
Open Rate 21.8% 12.9%
Clickthrough Rate 8.6% 7.3%
Conversion Rate (median) 1.2% 0.3%
Acquisition Cost (mean) - $65.66
ROI (median) $52.50 -
B2C House File Prospect File
Open Rate 22.9% 11.1%
Clickthrough Rate 7.7% 5.3%
Conversion Rate (median) 1.5% 0.6%
Acquisition Cost (mean) - $39.96
ROI (median) $16.50 -
Source: Direct Marketing Association, Response Rate 2012 Report, June 2012

25. Email Subject Lines by Length
Source: MailerMailer LLC, 12th Edition Email Marketing Metrics Report, July 2012
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
4-15 16-27 28-39 40-50 51+
Character Length
Open Rate
CTR
Shorter is better

26. Open Rate Share by Device
Source: Knotice, Mobile Email Opens Report, April 2012 & Fishbowl, Q2 2013
Desktop
73%
Mobile
27%
2012
Desktop
53%
Mobile
47%
2013
Optimize for mobile

27. Number of Personal Email
Addresses that Users Have
1
28%
2
39%
3
21%
4
6%
5+
6%
Source: BlueHornet, Consumer Views of Email Marketing, April 2012
Are you counting people
more than once?

28. Other Email Insights
• 88% prefer to receive HTML to 12% who prefer plain text
• Click through rate (CTR) is higher when using the recipients
first name in the subject line over no use of the first name
• Clicks by button text: “Click Here” gets the highest % of clicks
over Go and Submit
• 65% prefer emails that contain mostly images vs. 35% who
prefer mostly text
• “Secrets” is the most clicked lead nurturing subject line word
Source: HubSpot

29. Email Marketing
Case Studies

30. Improve Deliverability Rates
(Ecommerce Company)
• Business Problem: Messages for yahoo
customers, which made up 30% of this
company’s entire email list, were not
being delivered resulting in lost revenue.
• Step 1: Identified & Separated Impacted
Email Addresses They pulled the list of all
email addresses with yahoo domains
(@yahoo, @ymail, @rocketmail, etc)
• Step 2: Defined ‘active’ subscribers
Knowing that yahoo has strict
engagement algorithms for inbox
placement, they segmented their yahoo
list into inactive and active subscribers
(anyone who clicked or opened in last 30
days) and only sent to actives…which was
only 8% of all their yahoo names.
• Step 3: Slowly added more ‘inactive’
subscribers As the deliverability improved
for first group of active customers, they
added the next batch of inactives (anyone
who clicked or opened within 60 days and
then 90 days) all while holding out the
inactive members.
• Step 4: Created permanent message
strategy for Yahoo inactives Once
deliverability finally returned to
normal, they settled on a new definition
of ‘inactive’ for yahoo members
specifically, which was more stringent
than their other subscriber domains (12
months vs 18 months of no opens or
clicks)
• Results: Deliverability improved from
70%-92%, which resulted in over $100k+
in recognized revenue

31. Increase Conversion for New Email
Members (Family Style Restaurant)
• Business Objective: A family style
restaurant chain wanted to improve the
conversion of new email subscribers into
new guests in their restaurants and
increase their initial ROI of acquiring that
email name.
• Step 1: Evaluated Welcome Offer The
control welcome offer of a free appetizer
was ‘safe’. They wanted to test a richer
offer to create more incentive to visit
‘now’. They decided on $15 off two
entrees.
• Step 2: A/B Tested Offer in Email
Promotion They worked with a
marketing agency to attract new email
members via an email campaign that
randomly assigned its email list the
control offer (50% ) and the test offer
(50% ).
• Step 3: Tracked Redemption for Both
Offers After the email promotion was
sent, the restaurant acquired close to 1k
new email members. Interestingly, the
same amount of people signed up to the
eclub with the control offer as did with
the test offer. These results did not hold
true in terms of restaurant visits. The test
offer - $15 Off 2 Entrées – outperformed
the control offer on all performance
metrics.
• Results: The test offer raised conversion
rates by 62% and increased net revenue
per email/member by 70%. Total
estimated net revenue impact is $280k
for every 100k new email names
acquired with the new offer.

32. Thanks!
ContactInfo:
NicoleTabatabai
@ntabatabai(twitter)
Any Questions?