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SETTING GOALS AND MEASURES SETTING GOALS BUILDING TRUST DESIGNING FOR MAXIMUM IMPACT CONTENT DELIVERING MEANINGFUL WITH THE INTEGRATING EXPERIENCE CUSTOMER CONTENTS

50 Best Practices for Marketers salesforce.com | 2 50 Best Practices for Email Marketers salesforce.com | 3

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Data and Association (DMA). and Marketing Data It’s one of the earliest touchpoints to introduce your brand to customers. to brand your introduce to the earliest touchpoints one of It’s well as a as decisions data-driven It takes happen. just doesn’t effectiveBut email a perfect. touch: and emotion thoughtful data of blend you’re If guide you. tips to assembled 50 tried-and-true we’ve this balance, master To already you’ve what improve looking to — or if you’re with email started getting just and with customers resonates both that email create built — this book will help you value. its own proves There’s a reason marketers are still talking (and asking) about email. The first still talking (and asking) about email. are marketers a reason There’s ROI. of the highest driver remains email channel, marketing permission-based digital Great email email Great intelligence blends heart. with

* Setting GOALS AND MEASURES salesforce.com | 4

everyone involved and get set for success. set and get involved everyone

and Measures Setting Goals Setting Goals and plenty of high fives. Kick things off with some discovery to align off with some discovery Kick things high fives. of and plenty Creating an email campaign takes time, energy, and resources — but it — but and resources energy, time, campaign takes an email Creating can be tremendously rewarding. Ensure your efforts end with a big ROI ROI end with a big efforts your Ensure rewarding. can be tremendously Setting GOALS AND MEASURES salesforce.com | 5 5 $38 * FUN FACT Data and Marketing Association (DMA). and Marketing Data * the average ROI is $38. ROI the average 3. Get other teams involved — teams involved other 3. Get and invested. other leadership, with executive year plan for the your Share customer social and ), (like teams marketing channel address easier to It’s include. to like else you’d and anyone service, is business your where with a holistic understanding of challenges wind up inspiring vision could your Plus, go. it needs to and where their strategies. change to departments other 2. Set customer-focused goals. customer-focused 2. Set vision, establish goals program email your understand you Once the to improve clear intentions Define on the customer. focused add the to aim you’ll Perhaps for customers. your of value service your click within all of in one customer reach ability to be anything could It 12 months. the next over your email. special individual opening that benefit designed to 1. Get your mantra ready. your 1. Get rally to a statement should develop team Your things first. First succinct response This is your boss. it with your share — and around For on?” working you are what asks, “So, anytime someone current engage to program an email developing “We’re example: and stand out in the inbox.” customers, new inspire customers, $1 For every $1 spent on email marketing, marketing, on email every $1 spent For . s

6. Determine your KPI your 6. Determine how will influence upfront for success benchmarks your Knowing click rate Established KPIs (for instance, build and send email. you need. You feedback you the data get you time) ensure link over by and customer on conversions data dig deeper for hard can even growth, list measure up to program your Set value: lifetime for example. 5. Align within your your within 5. Align to challenges can lead teams goals between business Conflicting scale without to will be tough It grows. program email as your creative and content teams, among merchandise alignment Early on, establish the and so on. leadership, departments, on workflows. agree to teams for cross-functional expectation nature. should be second Collaboration 4. Know what worked worked before. what 4. Know email on previous data Gather for success. Establish a benchmark — and before to subscribers responded see what to programs periods of there Were for improvement. room there’s where unsubscribes? mass of periods there Were high engagement? history. Understand your organization. marketing

Setting GOALS AND MEASURES 50 Email Best Practices | 6 Setting GOALS AND MEASURES salesforce.com | 7

and opportunities. 10. Recalibrate. to room there’s out where point uncover, you With the data reach to can make you which adjustments Consider grow. and tactics that the strategies toward objectives.your Pivot met haven’t that any or correct the best. Remove worked have challenges your a tangible plan for addressing Make expectations. 9. Turn data into action. into Turn data 9. actionable insights. and findings into data your translate Regularly Then identify a bow. Take news: is terrific in open rate An increase apply this victory sends. to other your the steps to 8. Check up on your progress. your on up 8. Check high and Look performing. are emails your how review Regularly and campaigns, categorical at level, top an aggregated at low, driving the best sends. See which ones are individual email at your campaigns. Compare other to works what Add engagement. your insights Share two. step from to the benchmarks findings partners. organization with broader 7. Understand your objectives. your Understand 7. Is it a 5% hit? to need program email does your targets What Is it a reduction six months? base over in subscriber increase you If conversions? a boost in clicks to in unsubscribes or for just emails up over-sending wind could you know, don’t without emails many Sending too conversions. the immediate and hurts your subscriber fatigue causes established goals file. customer Building Trust Even the world’s greatest email campaign won’t do much good sitting in a spam folder. Follow these recommended steps to stay at the top of the inbox — and earn your subscribers’ confidence to open every message. Building Trust salesforce.com | 9 13. Champion quality over quantity. over quality 13. Champion have it is to subscribers than of a lot have less important to It’s coming they’re where know to it takes quality subscribers. Do what their permission has given of them each that Then confirm from. if address an email to send messages Do not emails. receive to its source. know don’t you easy. 14. Make “goodbye” — but for hear “goodbye” to want never marketers Email accomplish. to and easy it should be short and sweet, customers, unsubscribing possible with one click, while also giving Make content. and types of frequency like preferences control to options a spam complaint. than An unsubscribe is better 12. Set expectations. 12. Set you’ll in. Describe what of opting benefits the customers Tell valuable, it’s why Say for their information. in exchange provide else they — and anything you they’ll hear from often how explain in, send them a opts a subscriber after Immediately should know. the perks. reiterating email confirmation 11. Get their permission. their 11. Get Clearly ask into. opting are subscribers what about Be explicit boxes opt-in Keep emails. send promotional permission to the permission will be how and explain default, by unchecked are customers your ensure collect addresses, you Whenever used. terms. your to agreeing before informed 18. Be consistent. in volume consistency program, marketing email overall your For up IP addresses, warmed you’ve is critical. Once and frequency each IP. sending from look for consistent service providers 17. Warm up your IP address. Warm 17. right database every in your prospect to send an email you If your with Startoff flag for spam monitors. a red it will raise away, low proportionately volume Keep build a reputation. best lists to issues with initial you can spot way, week. That during the first form a plan for increasing Next, bounce. emails more sends before goal. your reach you until sending volumes 16. Let the unengaged go. the unengaged 16. Let as the rest the same emails subscribers sending unengaged Stop one of opened or clicked someone hasn’t If database. your of an advertising to them over move 90 days, in over emails your this Automate win-back emails. one or two Send them audience. scale. at and execute time save to process 15. Get in all the details. the all in 15. Get and buttons, social sharing Include contact information, recipients way, That email. in your unsubscribe links somewhere have should they with you communicate or content your can share questions or needs. any

50 Email Best Practices | Building Trust 10 Building Trust salesforce.com | 11 * of customers say say customers of or like love they a spam having email. for filter FUN FACT FUN Salesforce Second Annual “State of the Connected Customer” Report Customer” the Connected of “State Annual Second Salesforce * 81% 20. Own your sending practices. sending your 20. Own understand what them to Review rates. on bounce an eye Keep warning recognize start to you’ll a while, mean. After they mistakes. common avoid you can flags so signs and red 19. Set up authentication. up Set 19. sends is your business the email that verifies authentication Email spammers who from reputation your protects It actually you. from can service provider email Your organization. pose as your could sent, are emails your how determine up rules that set help you servers Most mail use you. imitate can’t senders so fraudulent do this. or DKIM to DomainKeys, called SPF, systems Designing for Maximum Impact Readers are busy. They can only give your message so much time, even when it’s pertinent. It’s best to design your email with efficiency and readability in mind. Help audiences learn what you need them to know faster with a look that’s both visually appealing and proven to be more effective. Here’s how. Designing for Maximum Impact salesforce.com | 13 24. Account for mobile. for Account 24. and every email device on any looks great email your sure Make beginning with mobile experience, an elegant Provide client. while links and webpages Include any email. initial welcome your mobile-first, so these is increasingly it. The world at you’re things matter. 23. Keep the journey in mind. journey the 23. Keep Design experience. customer in the overall is a step Each email your communications other fit in with all the to every message the look and Make brand. your from receive subscribers could newsletter, identify any to should be easy It feel consistent. as (for example) reset password or welcome, onboarding content. your 22. template. your Plan develop sending, you’re messages of types which considering After A modular framework communications. for those a design system layout a proficient Envision reality. vision into best turn your may with different if one template Determine content. for your templates to create have you’ll your needs, or if modules will fit all types. communication for different 21. Design a methodology. 21. Design the creative beyond design goes behind good The magic and technology. business of all facets it applies to department; workflows, the frameworks, develop to team with your Collaborate flow. to creativity allow that and strategies 27. Break things up. things Break 27. for important scan emails to a tendency have Consumers into your email to them. Divide pertain specifically that points readability. for better and short paragraphs text bulleted 28. Be inclusive. Be considerate audience. in your for everyone messages Build black Think about alt tags, readability, limitations. individuals’ of your make that features and other backgrounds, on white text all. to accessible emails 26. Make the CTA shine. the CTA 26. Make and placement, action color, call to Distinguish your through understand the purpose of will quickly Readers treatment. text act it easier to this will make importantly, More email. your on it. 25. Give your imagery purpose. imagery your 25. Give or illustration. photography through and interest context Add and emotions the subscriber’s to appeal Use imagery to emails visuals in your Including functionality. communicate stock of Beware Note: too. text, of up the monotony can break and the message align directly with doesn’t that photography the subscriber.

50 Email Best Practices | Designing for Maximum Impact 14 Designing for Maximum Impact salesforce.com | 15 * of customers customers of use to prefer when email communicating . with companies FUN FACT “State of the Connected Customer” report, second edition, Salesforce Research. edition, Salesforce second report, Customer” the Connected of “State * 73% 30. Preview and review. 30. Preview hitting send. before every message previewed already likely You you If variable. every different considers process that sure Make If permutations. check the different content, include dynamic everything catch build a checklist to as is complex, message your review. you 29. Test it without images. without it Test 29. maybe — attention your subscriber’s get to seconds five got You’ve your to see what off turned with images Test it count. less. Make to still content connection. with a weak Is there looks like email action Is the call to apparent? still away? right read Delivering Meaningful Content salesforce.com | 16

Content email that subscribers will want to click on. to will want subscribers that email Delivering Delivering Meaningful and establish your brand as appealing, effective, trustworthy — an trustworthy effective, as appealing, brand and establish your lock and key. They’re proven, and we’ve collected the most effective collected and we’ve proven, They’re lock and key. The ways to get subscribers to open your message are not kept under kept not are message open your to subscribers get to The ways ones here. These tried-and-true methods will encourage engagement engagement will encourage These tried-and-true methods ones here. Delivering Meaningful Content salesforce.com | 17 33. Set a content hierarchy. hierarchy. a content 33. Set a few just after and how why, what, subscribers answer Can your so the most content your Order email? your looking at of seconds there, From scrolling. any is visible before message important next go to where directs the reader content of every piece ensure — and why. a 34. Tell story. Think about how narrative. for a compelling can make Email is your What values. core understand your to customers like you’d peek that narratives it, consider When drafting story? brand’s product social activism, or reveal address behind the scenes, origins — for example. 32. Find your cadence. your 32. Find so set with the subscriber, a relationship creating You’re help them get to content Use your and be reliable. expectations expect to what should know Readers better. brand your know to and schedule. a look, feel, voice, Maintain messages. your from 31. Stay relevant. 31. Stay this message? receiving they are Why audience: your Consider want? they trying do or what to they’re what Does it address actually the customer the sell, and think about what less on Focus content. your this steer needs. Let Short and medium-length subject lines have higher open rates higher open rates Short and medium-length subject lines have (the rates affectsconversion long ones, which ultimately than action Subject email). people who take on your lines of percentage so service or provider, depending on device truncated often are or fewer. 50 characters limit them to a preheader. 38. Include the subject follows that line in an email is the text The preheader it Make as the subject can be as important line itself. It preview. action content. it as a short a call to summary the email or use of to it supports Limit this preheader the subject sure line. make Just about 100 characters. 36. Trim it back. Trim it 36. for the copy reread email, and design your write you After half and to by up you can trim it down find often You’ll readability. the to one experience from move impact. Customers lose any not can see and understand your they so be sure pace, a rapid at next action to and call a glance. message at key Grab 37. their attention. 35. Keep it simple. it 35. Keep have do When you on one message. email each focus to Try the streamline to ways think of viewpoints, include multiple to Bring message. send an additional need to may You presentation. if necessary. collaborate, to together teams

Delivering Meaningful Content 50 Email Best Practices | 18 Delivering Meaningful Content salesforce.com | 19 * of consumers will consumers of relevant share information about themselves for exclusive and offers discounts. FUN FACT FUN Salesforce Second Annual “State of the Connected Customer” Report Customer” the Connected of “State Annual Second Salesforce * 88% 40. Test. Test. Test again. again. Test Test. 40. Test. blocks content and specific body, the preheader, in variances Test Compare and times. send days out different Try an email. of testing shows A/B subject lines. This different of performance including elements, important email to subscribers respond how the Pick personalization. subject varying length lines of or content test. run another to be afraid but never winner, 39. Drive results with a strong CTA. a strong with results Drive 39. Maybe relevant. action call to specific and your in the email Make your to visit a prompt contest, entryto a offer, a limited-time it’s an customers your Give an event. to or an invitation website, action. and take click through to reason irresistible salesforce.com | Integrating with the Customer Experience 20

with the

entire customer journey together. journey customer entire Customer Customer

Experience Integrating Integrating email can be a powerful tool to put that data to work and tie the work to data put that to tool can be a powerful email Data is the foundation for personalized customer marketing. Your Your marketing. customer for personalized is the foundation Data More than ever, brands are competing on the basis of experience. experience. on the basis of competing are brands ever, than More Integrating with the Customer Experience salesforce.com | 21 Transactional emails (like e-receipts and shipping confirmations) confirmations) and shipping e-receipts (like emails Transactional So apply all content. other than higher engagement encourage sends. transactional your to design and delivery best practices services or introduce Use them as an opportunity to complementary products. 43. Map the customer lifecycle. customer the 43. Map with your experiences customer the most common Chart how Visualize like.) as you be only as detailed to (This has brand. like and when they you, hear from when they engage, customers are messages types of which determine Then you. hear from to for these moments. optimal of out more 44. Get messages. transactional 42. Know your audience. your 42. Know audience your know is to rule for marketers The cardinal and language, location, their their needs, their wants, thoroughly: them. Use dynamic and address their pain points Learn more. Show scale. at segments different for these personalize to content them. know to get really the time to taken you’ve reader your 41. Build a data framework. a data 41. Build need you’ll what today, have you what by data Map out your These categories for the future. want you and what tomorrow, data your can act you Breaking on in the short what term. show working about will begin conversations this way needs down companywide. data share departments to across 47. Make it personal. Make it 47. well. audience your know You data. the customer got You’ve simply including first from anything, personalize can you Now for each subscriber. individualized messages complex to names Start either way. be complicated, to have doesn’t Personalization there. and build from today have you simple with what with segmentation. 48. Make sense position preference, product like segments subscribers into Group establish may You value. and lifetime lifecycle, in the customer types based on the intersection your of for message segments in your segments Defining brand’s. needs and your customer’s align organization will help your and reporting briefs creative objectives. shared around 46. automation. Embrace like series lifecycle are messages automated for candidates Perfect on birthdays or friendly messages re-engagement, onboarding, your complementary to be may These messages or anniversaries. job easier. your make sends. Use them to and other newsletters 45. Respond to behavioral triggers. 45. to Respond behavioral customers. individual of behaviors the many to react to Be ready mid- off drop who back consumers bring to messages Automate this.) of example (Abandoned cart is a good messaging purchase. cycles, based on purchase and content frequency message Set subscriber. about the data and other behavior, customer

50 Email Best Practices | Integrating with the Customer Experience 22 salesforce.com | Integrating with the Customer Experience 23 * more likely to view view to likely more 2.1x FUN FACT Salesforce Second Annual “State of the Connected Customer” Report Customer” the Connected of “State Annual Second Salesforce * We’re all customers. Think about how you like brands to treat treat to brands like you Think about how all customers. We’re your about a product. Allow passionate you makes and what you, afraid be Don’t marketing. your influence to experiences favorite the successful, isn’t action. one initiative put a plan into If to a big hit. one the next make it could lessons learned from 49. Find your sweet spot. sweet your Find 49. data, campaign tracking your plus product or service type, Your and not emails many too constitutes what help determine this strike can help you tools automation enough. Marketing actions like set them to based on variables can use You balance. timing and prospect behavior. the center. at the customer 50. Put personalized messaging as important. personalized Customers are are Customers *

Direct Marketing News. Email Marketing Company, Winner Company, Marketing Email News. Marketing Direct Workflows” Email of “2018 State Litmus Need a partner to bring together the tactical and the emotional in your email email the tactical in your and the emotional bring together Need a partner to learn to sfdc.co/emailmarketing Visit perfect your is match. Salesforce marketing? Studio. solution, Email marketing about the #1 email * * 3. 2. 1.

What’s Next? What’s That’s email. resonant emotionally data-guided, 50 tips for creating got you’ve Now to each chapter tips from of choosing only a couple Consider think about. to a lot first. at implement so benefits pace a reasonable keep best to it’s practice, new any When implementing goal setting? with some kick things off not stick. Why can and changes can be tracked Work with first steps. your determine to on these pages starters Use the conversation close this book. In this exercise, you after happens what determine to team your away. can start on right working you goals three create you’ll ask yourself: to remember team, with your these exercises through When working • Is this specific? this? measure • Can we • Is this feasible? our timeline? • What’s later? • Can this be revised needs work. working and what what’s focus: of identify areas your Let’s numbers, Bring in thoughts, or two. the last year campaigns from Think about email be improved? could What Why? performed or feedback. Which best? reports, most important themes and the three down write this discussion, have you After discovered. needs you

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50 Best Practices for Email Marketers 24 salesforce.com | 50 Best Practices for Email Marketers 25

ACTION STEP 3 ACTION this consider do to need to will you What complete? goal ACTION STEP 2 ACTION things moving? keep to next do can you What ACTION STEP 1 STEP ACTION closer get to start doing today can you What this goal? to Post a photo or discovery from your goals worksheets with worksheets goals your from or discovery a photo Post to join the discussion. to @marketingcloud and mention #emailmarketing GOAL you discovered. goal the first Write HOW CAN WE MEASURE SUCCESS FOR THIS GOAL? FOR SUCCESS WE MEASURE CAN HOW WHY IS THIS IMPORTANT? WHY IS GOAL 1 GOAL ACTION STEP 3 ACTION this consider do to need to will you What complete? goal ACTION STEP 1 STEP ACTION closer get to start doing today can you What this goal? to STEP 2 ACTION things moving? keep to next do can you What GOAL 2 GOAL GOAL discovered. you goal the second Write HOW CAN WE MEASURE SUCCESS FOR THIS GOAL? FOR SUCCESS WE MEASURE CAN HOW WHY IS THIS IMPORTANT? WHY IS

salesforce.com | 50 Best Practices for Email Marketers 26 salesforce.com | 50 Best Practices for Email Marketers 27 ACTION STEP 3 ACTION this consider do to need to will you What complete? goal ACTION STEP 2 ACTION things moving? keep to next do can you What ACTION STEP 1 STEP ACTION closer get to start doing today can you What this goal? to GOAL 3 GOAL GOAL discovered. you goal the third Write HOW CAN WE MEASURE SUCCESS FOR THIS GOAL? FOR SUCCESS WE MEASURE CAN HOW WHY IS THIS IMPORTANT? WHY IS