Get real, actionable advice to improve your interactive marketing program in this new @ExactTarget report

2. email...but not just email!
INTRODUCTION Our research tells us that
consumers prefer email
There’s no shortage of advice 3-to-1 for marketing
aimed at interactive marketers communications.1 But
today. In fact, your inbox prob- that’s not the whole
ably fills up each day with tips, story. Although the
tricks, and helpful hints to help majority of consumers
you make the most of your in- prefer email over every
teractive marketing campaigns. other communication
But how much of that advice type evaluated in our
is really useful? How much of study, only 15% of
it goes beyond the theoretical consumers want all
and actually provides recom- marketing messages to come through email.
mendations on what to do?
The good news? Marketers are already highly focused
This report is different. In the on engaging with consumers across multiple interactive
pages that follow, we’ll reveal channels—and this research proves you’re on the right
some of the top things that track! Now it’s just a matter of taking that cross-channel
consumers want from inter- approach to the next level—and we can help.
active marketers—backed by
solid statistical data. Then we’ll
go a step further, providing
1
2009 Channel Preference Study (1,500 consumers surveyed)
real, actionable recommenda-
tions to help you make real,
tangible improvements to your
interactive marketing program.
Read on and get the answers
you’re looking for—instead
of more questions.
2 www.ExactTarget.com

3. offer multiple ways to engage, and cross-promote your social presence.
In today’s real-time world, it goes without saying that your interactive marketing program should
encompass multiple channels—email, Facebook, and Twitter. To maximize engagement and consumer
your Twitter
satisfaction, marketers should:
Want to take s to the
MAKE EMAIL AN OPTION FOR ALL MARKETING MESSAGES Whether they’re communicationeck out all
opting into a mailing list, requesting services, or entering a sweepstakes, consumers should always see next level? Chfeatures
email at the top of the list for communication options. It only makes sense—if most people prefer email the awesome ugh CoTweet
for marketing communications, give them what they want! available thro d out more
Enterprise! Fin t.com.
ESTABLISH CLEAR A VALUE PROPOSITION FOR EACH CHANNEL As at www.cotwee
marketers, we’re completely immersed in the world of email, Facebook, and Twitter. But consumers may
er on the not always understand why they should interact with brands through these various channels. Help them
Need a refresh s of each
h
understand the benefits of becoming a Subscriber, Fan, or Follower!
unique strengt a minute to
chann el? Take PROMOTE YOUR SOCIAL PRESENCE THROUGH EMAIL—AND VICE VERSA
CRIBERS,
review SUBS LLOWERS Consumers might not even realize you’re on Facebook and Twitter unless you tell them! Add social information
FANS, & FO 4, and #5. to your email opt-in page, and include links to your Facebook and Twitter pages in your welcome email. By
reports #2, #cttarget.com/sff the same token, why not include an email opt-in form on your Facebook or Twitter page?
Visit www.exa e series.
to download th INCLUDE SOCIAL SHARING LINKS AND “LIKE”/“FOLLOW” LINKS IN YOUR
EMAILS Take advantage of some simple techniques for encouraging consumers to engage with your
brand across channels. By building “Share This” functionality into your emails, you create an instant
rd”
connection between your brand and the social channel in the mind of the consumer. And including “Like”
“Social Forwa
and “Follow” links in your email is a no-brainer—what could be simpler? ExactTarget’s makes it easy to
functionality to more than 45
share content ! Find out more
social networks arget.com/social.
at www.exactt
3 www.ExactTarget.com

4. to interact with brands across multiple channels.
Let’s face it—email and social belong together! Consumers
don’t limit their interactions to one channel—and neither should
your marketing.
• More than 90% of consumers who are “Fans” of at
least one brand on Facebook also receive at least one
permission-based marketing email per day
• More than 75% of consumers who “Follow” at least
one brand on Twitter also receive at least one
permission-based marketing email per day2
VERLAP
ERS O 1.3%
OW
2
ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS report #3,
The Social Profile FOLLOWERS
ONLY
<0.1%
L
OL
4% FANS &
&F
SUBSCRIBERS, FOLLOWERS
FANS & FOLLOWERS
BERS, FANS
0.7%
FANS ONLY
32%
SUBSCRIBERS
& FANS
SCRI 56%
SUBSCRIBERS
ONLY
B
SU
©ExactTarget
4 www.ExactTarget.com
4

5. make the most of each channel by taking advantage of their unique strengths.
Once you recognize how many consumers are interacting with your brand through multiple channels,
you’ll see how important it is to keep your messaging fresh, relevant—and channel-appropriate. To
make the most of the opportunity, marketers should:
AUTOMATE ROUTINE EMAILS AND TURN TO SOCIAL FOR REAL-TIME
CONVERSATIONS Email is unquestionably the best channel for many of your everyday how
communication needs—transactional messages, shipping confirmations, etc. Why not automate Want to knowcan make
those routine email messages and free up your time for more strategic real-time interactions? ExactTarget simple? Check
automations mation
COORDINATE YOUR EMAIL, FACEBOOK, AND TWITTER MESSAGES The last out the Auto ation at
ve Marketing thing you want is to confuse consumers with inconsistent messaging across channels. Keep your Studio applic et.com/hub!
The Interactiar feature communications consistent and engaging by coordinating your campaigns across email, Facebook, www.exacttarg
Hub’s Calend to and Twitter. But don’t forget—“consistent” doesn’t mean “repetitive.” Each channel requires its own
makes it easy mpaigns
coordinate ca nnels. Vist
unique style and voice.
across all cha et.com/hub MONITOR THE CONVERSATION Setting up a Facebook page or a Twitter account isn’t
www.exacttarg enough. You also need to monitor and participate in the conversation. Listen for what consumers
to learn more! are interested in, and then respond as appropriate—through Twitter, Facebook, or your company
blog (or privately via email, if needed). But remember, it’s not necessary to jump into every Twitter
conversation that mentions your brand—consumers may see that as invasive.
5 www.ExactTarget.com

6. to buy from the brands they interact with.
Online interaction has a direct impact on purchasing behavior. Once a consumer becomes an
Email Subscriber, Facebook Fan, or Twitter Follower, they’re significantly more likely to purchase
from that brand.3
• 27% of Email Subscribers are more likely to purchase
• 17% of Facebook Fans are more likely to purchase
• 37% of Twitter Followers are more likely to purchase
3
ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS report #7, Social Mythbusting
32% 32%
DISAGREE 49% DISAGREE
DISAGREE
31%
41% NEUTRAL
MORE LIKELY TO NEUTRAL
34%
PURCHASE FROM NEUTRAL
A BRAND AFTER
BECOMING A 27% 37%
17% AGREE
SUBSCRIBER, FAN, AGREE
OR FOLLOWER AGREE
EMAIL FACEBOOK TWITTER
SUBSCRIBER FAN FOLLOWER
6 www.ExactTarget.com

7. identify their brand’s advocates and reward them for their business.
It’s been said that a Facebook Fan is worth $136.38. But not every Facebook Fan is worth that
much—and some are probably worth even more. Think of each customer as an individual, seek
ho your out those who truly love your brand, and reward their loyalty! To best serve brand advocates and
Don’t know w stomers are? drive incremental sales, marketers should:
most loyal cu ilder puts
Audience Bu ol of your
YOU in contr . Check MOVE BEYOND MEASURING TOTAL REVENUE BY CHANNEL Instead, take a
customer datademo at ve Marketing
The Interacti g functionality
look at revenue per Subscriber/Fan/Follower. You may find that your Twitter Followers are small in
out the video et.com/ number, but convert at a much higher rate than other channels. Be sure to also take into account
Hub’s reportintime insights into
www.exacttarg .er
repeat customers and average order value.
provides real- annel campaigns.
audiencebuild ENCOURAGE A CROSS-CHANNEL RELATIONSHIP, BUT DON’T REQUIRE IT you www.exacttarget.com/hu
r cross-ch b
Not every channel is right for every consumer. Some Twitter customers have no use for email, and
Vist
some email customers might not be interested in Facebook. So make it easy for consumers to
for more!
engage across channels, but don’t penalize those who choose not to do so.
IMPLEMENT A CUSTOMER REWARD PROGRAM THAT CROSSES CHANNELS
sight on what
Want more in nt from cross-
It’s important to reward those who support your brand online—but why discriminate based on channel?
consumers waeting? Download
Rather than offering “email exclusives” or making deals “only available to our Twitter followers,” consider
offering promotions based on online brand interaction, regardless of channel.
channel mark ERS, FANS,
SUBSCRIB RS report #6,
& FOLLOWE tive Future, at
The Collabora et.com/sff.
www.exacttarg
7 www.ExactTarget.com

8. to interact with brands on their own schedule-not yours.
The way people start their day reveals a lot about their online priorities. It provides insight
into how they’ll interact with brands online, and highlights intrinsic motivators that drive their
online interactions.
According to our SUBSCRIBERS, FANS, & FOLLOWERS
ce you go online
report #1, Digital Morning, 58% of U.S. online
consumers begin their day by checking email, as fir st pla in a
compared to 20% who start their day on search t he t yp
engines and 11% on Facebook. is i
ca
er e
l day
Wh
?
3%
My Company's 11% 20%
website/intranet Facebook
Search/
3% Portal 58%
Other 5% Email
News Site
8 www.ExactTarget.com

9. find the right time of day to interact with customers on each channel.
Understanding your customers’ online habits is the key to delivering successful marketing messages,
at the right time, through the right channel. Here are some practical suggestions for gathering the
information you need to understand what your particular audience wants. To best serve customers’
unique needs, marketers should:
ASK YOUR CUSTOMERS WHEN THEY WANT TO HEAR FROM YOU It seems
simple—so simple you probably never thought of it! By adding a single question to your opt-in forms,
you can ensure your communications line up with your customers’ schedules.
EXPAND YOUR TESTING ACROSS ALL CHANNELS Testing is one of the easiest
t’s working-
ways to improve the effectiveness of your interactive campaigns—so if you aren’t already testing, it’s
Find out wha -with your
time to start! Try testing email open rates for various days of the weeks, and various times of day. Test
and what’s notns. It’s easy
Facebook and Twitter engagement at varying times as well.
email campaigrget’s A/B
REVIEW CAMPAIGN ACTIVITY CAMPAIGNS AT DIFFERENT TIMES Analyze
with ExactTa re! Visit
Testing featu et.com/
powerful, activity trends to see when your campaigns get the best response—then use that information in planning
www.exacttargmore info.
For the most reporting ever,
abtesting for
future campaigns.
customizable ort Builder!
you need Rep t www. TREAT EACH CHANNEL INDIVIDUALLY Careful analysis of your data will likely reveal
Learn more a om/hub. important insights about customers on each interactive channel. For example, you might find that
exacttarget.c your Email Subscribers want to hear from you while they drink their morning coffee, while your Twitter
Followers are night owls who will stay up until midnight to be the first to pounce when new products are
launched on your website.
9 www.ExactTarget.com

10. to know you care.
Regardless of channel, our research shows that one thing consistently drives
customers away: communications that somehow demonstrate you don’t care.
As we discovered in SUBSCRIBERS, FANS, & FOLLOWERS #8:
The Social Break-Up, the concept of “caring” is closely related to relevancy
in the world of interactive marketing. In fact, more than 90% of
consumers have “broken up” with at
least one brand on Email,
Facebook, or Twitter as
a result of irrelevant, too
frequent, or boring
marketing messages.
90 %
OF CONSUMERS
HAVE “BROKEN UP”
WITH AT LEAST
ONE BRAND
10 www.ExactTarget.com

11. give consumers a choice of what they receive, and how often.
So how do you let consumers know your company cares? In a word, it’s all about respect. To
create interactive marketing that respects consumers’ preferences, their time, and the promises
made, marketers should:
MANAGE EXPECTATIONS To prevent a break-up, start the relationship with clear
forms that expectations of what a subscriber will receive. Provide complete information about content and
Want to build sy? Check frequency of communications as part of the opt-in process. Then continue to deliver on your
make opt-in eapture
a promises—that’s why they signed up in the first place
out Smart C rget at
from ExactTa
et.com/sites. KEEP IT FRESH Periodically survey your customers to find out more about their preferences.
www.exacttarg Don’t be afraid to ask what they like—and don’t like—about your marketing program. Soliciting
ating
Need help cre surveys?
honest feedback from your Subscribers, Fans, and Followers demonstrates that you value their
opinion—as long as your follow through on their recommendations!
and mana ging
survey
RECOGNIZE WHEN THE DIGITAL RELATIONSHIP IS ON THE ROCKS ExactTarget’s clude
integrations ind FormStack.
SensorPro an
Monitor engagement and—when you notice a decline—encourage customers to “rekindle the
magic” through a re-engagement campaign. This is also a good opportunity to proactively suggest
an alternate frequency for communications, or promote interaction through another channel.
WHEN IT’S OVER, FIND OUT WHY Implement a quick (optional) survey at time of email
opt-out to help identify any problems that may exist with your marketing program. Also consider
respectfully promoting your other channels during opt-out—for example, “We’re sorry to see you
go. If you’d like to stay in touch, you can follow us on Facebook or Twitter.” But make sure your
cross-channel promotion isn’t too heavy-handed—you don’t want to seem desperate.
11 www.ExactTarget.com

12. Now that you know what consumers want and what you need to do, you need a way to do it. That’s
where ExactTarget’s Interactive Marketing HubTM comes in.
The Interactive Marketing Hub is the solution you’ve been waiting for. Unique in the industry, this
real-time, multi-channel campaign planning and interaction platform will help you manage the
thousands of conversations that are taking place about your brand. With its robust, customizable
applications, you’ll have reporting, automation, and data management capabilities beyond your
wildest dreams.
Visit www.exacttarget.com/hub to learn more and see a demo video. For a more
personal, inside look at the Interactive Marketing Hub, contact your Relationship
Manager or call 877.476.0452 to schedule a live demo.
www.ExactTarget.com