Joel Book presents "How Email has Revolutionized Direct Marketing" - Tactics and Techniques to Drive Sales and Keep Customers Connected to Your Brand. This webinar was delivered on February 17th, 2009 with WorkSmart eMarketing for the eMarketing Techniques Webinar Series.

1. © 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. How Email has Revolutionized Direct Marketing Tactics and Techniques to Drive Sales and Keep Customers Connected to Your Brand Joel Book Director, eMarketing Education ExactTarget, Inc.

3. The Evolution of Marketing Communication

4. < 1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter

5. The average consumer is exposed to 3000 ad messages each day.

6. Welcome to the Digital Age of Direct Marketing

7. Websites have become the “Hub” of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Web

8. The Buying Process Begins with Website Visit “ 92% of business buyers go online to research products and suppliers.” Source: Forrester Research (July, 2007) “ 51% of consumers are researching on the Internet, then completing their purchases offline.” Source: Jupiter Research The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase Website Visit

9. WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions

11. Email is Preferred for Direct Marketing Nearly two-thirds of US Internet users made a purchase because of a marketing message received through email . Source: ExactTarget 2008 Channel Preference Survey May 23, 2008

13. 5 Tips for Successful Email Marketing

15. *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive Consumers are Pushing Back 56% consider messages from known senders to be spam if they aren’t “interesting” 50% consider messages from known senders that are sent too frequently to be spam 48% are using “report spam” buttons for reasons other than to report unsolicited email

16. Subscribers Rule! Serve the subscriber’s needs … and they will serve yours

17. HP Sells the Value of Email Registration!

18. HP invites subscribers to identify preferences for newsletter content

19. HP explains why these questions are being asked.

22. Tests that Yield Highest ROI (2007-2008)

24. The form is lengthy and asks for 11 different pieces of information to subscribe to a “free” publication. These extra fields and steps create friction, making it more time consuming and aggravating to complete the offer form. Original Landing Page Objective: Drive Signup for Free Email Newsletter

25. The form has been reduced from 11 fields to just 3. The flow of the entire page is shortened, thereby substantially reducing friction and increasing conversion. If the additional fields are needed to deliver the final product or service, then move them to an incentivized post-conversion step. Optimized Landing Page

30. Segmentation Doubles Opens and Click Rates

41. Banana Republic Gets It!

42. Behavioral Targeting Optimizes Relevance Visitor arrives at your website Visitor Profile Repository Call goes out to Visitor Profile Repository create profile First-time visitor Automated Self-learning Predictive Modeling Engine Repeat visitor retrieve profile Optimal content decision sent to ExactTarget Content Library ExactTarget sends email with content tailored to visitor profile

44. What Metrics Should Marketers Be Tracking? Metric Definition Value Click-to-open ratio Click rate divided by open rate Provides a measure of relevance by removing the unopened emails from the equation. Asks the question: “Once someone opens, how relevant do they find the content? Click times conversion Clickthrough times conversion rate Takes open rates out of the calculation of success and looks at how the campaign performed with recipients who clicked. Revenue per email Total revenue generated by a campaign divided by emails sent Assesses the value of different messages, offers, etc., by comparing the revenue attached to specific campaigns. A good metric with which to communicate the value of email marketing at budget time. Also a powerful metric with which to evaluate the dollar impact of poor deliverability. Order size per email Total orders divided by emails delivered Effective for comparing campaign messaging. Categories based on order size may also be good for segmentation. Leads per email For lead generation- focused marketers — total number of leads divided by emails delivered Allows for easy comparison of offers and lists. Engagement per campaign Based on marketers’ activities Looks at non-financial impact by measuring engagement activities, such as registering, entering a contest, commenting to a list, amending a profile, etc.

45. Resources to Help You Improve Your Game

48. © 2007 ExactTarget, All Rights Reserved Entire Presentation Copyright © 2003 - 2008 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Thanks! Joel Book Director, eMarketing Education ExactTarget, Inc. Email: [email_address] Phone: 317.275.5444 Blog: Email Marketing by the Book