Mar 06, 2017
By Blake Miller
Email Marketing

The power of email is no secret. It’s the highest ROI generator (122%) of any digital marketing channel, and 60% of consumers say they prefer it.

Because email is so great at getting customers to engage, it seems marketers everywhere are using it — which means customers are selective. Many people filter messages into forgotten folders or delete emails from companies without reading them. So the question is: How can your brand’s message stand out?

Top marketers know how to get noticed in their customers’ inboxes — and we’ve compiled some of the most compelling email success stories in a new video series. Joel Book, Senior Director of Digital Market Insight at Salesforce, shares tips for making a successful campaign for every stage of the customer lifecycle. Hear Joel’s take on significant marketing trends and innovative digital marketing campaigns from top brands in all industries.

We’ve split Joel’s popular Dreamforce breakout session into six short videos — one for each stage of the customer lifecycle. Here’s a look at each one.

Stage 1: Awareness

Find out why email is a great tool for demand generation. Watch as Joel outlines the email marketing strategy for lawn care company Scotts and manufacturer Volvo Construction Equipment. See how these top innovators are making their market presence known — and attracting quality prospects.

Stage 2: Evaluation

Which of your customers are engaged now, and which ones need more attention? Email can help you answer that question. See why Volvo Construction Equipment and online retailer Blue Nile chose email as a main channel for lead nurturing. Explore the email marketing strategies that help keep their prospects’ interest — and help individuals make informed buying decisions.

Stage 3: Purchase

Driving revenue: It’s the most identifiable goal for any business. But how can you directly tie marketing success to sales outcomes? In this video, see how email directly drives customers’ first purchases for retailer Room & Board and grocer Safeway.

Stage 4: Onboarding

So you officially have a customer. The first purchase is out of the way — but how can you inspire him or her to stay engaged? See how gaming industry giant Sony PS4 and soccer team Barcelona Football Club use email to introduce their new customers to the brand in the 100 days after a first purchase.

Stage 5: Retention

After the onboarding process, one of two things happens: Your new customers either stick with you, or they don’t. Well, email is perfect for either driving repeat purchases or for re-engaging customers who have gone silent. See how innovators such as lifestyle brand The Honest Company and car manufacturer MINI successfully use email in this stage of the customer lifecycle.

Stage 6: Advocacy

Brand advocates are the customers who love you enough to stay loyal to you above all other competitors — and email is a great way to build these relationships. Hear how Dreamfields and use email to turn customers into loyal brand advocates.

Check out Email: The Workhorse of 1-to-1 Marketing with Joel Book.



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