The Agile Approach: Highly Relevant & Personalized s in Real Time Matt Heinz President, Heinz Marketing Oracle OpenWorld 2014

Housekeeping 1.Copies of this deck 2.Free Extras! Secrets to Successful Marketing Secrets to Successful Content Marketing The Modern Marketer’s Field Guide 3. me or bring me a business card with what you Oracle OpenWorld 2014

Agile Hacks & Best Practices 1. Planning 2. Process 3. Optimization 4. Measurement 5. Integration Oracle OpenWorld 2014

Planning: “No, that is NOT a campaign!” 1 Oracle OpenWorld 2014

Planning Best Practices 1.Campaigns vs programs vs “sends” 2.Know the objective ( is the drill, what is the hole??) 3.What is the customer point of view? 4.What stage of the buyer’s journey are you addressing? 5.What is the customer context (i.e. how and when will the be received?) 6.How will integrate with other channels or outreach efforts? 7.Is really the best channel to drive response? 8.List management (!) Oracle OpenWorld 2014

Process: “Why can’t you just send it now?” 2 Oracle OpenWorld 2014

Process Best Practices 1.Have a documented production checklist 2.Have a documented quality assurance process 3.Use Litmus to test multiple delivery formats, clients & channels 4.Optimize for HTML, pain text and image-free viewing 5.Require at least three subject line options in your creative brief 6.Require a creative brief (!) 7.Coordination with sales efforts 8.Sales enablement packages to support follow-up Oracle OpenWorld 2014

Optimization: “Counterintuitive usually wins…” 3 Oracle OpenWorld 2014

Optimization Best Practices 1.Test days of the week 2.The “from” line – people vs. buildings vs. “do-not-reply” 3.Resend to unread prospects 4.What are you doing with transactional s? 1.Format, calls to action, etc. 5.Video embeds (one:many and one:one) 6.Mobile optimization 7.Triggered responses (based on lead scoring or predictive analytics) 8.“You” vs “I” messaging Oracle OpenWorld 2014

Subject Line Best Practices 1.Test (no subject) 2.The pros & cons of “RE:” and “FW:” subject lines 3.Tease, Personalize, Prioritize, Numbers characters max to optimize for opens, 70+ characters to optimize for clicks Oracle OpenWorld 2014

Transactional Best Practices 1.Does marketing “own” the ? 2. What else does the recipient need to know? 3. WHEN should they get the ? 4. Transaction vs. Experience 5. Out-of-Office s Oracle OpenWorld 2014

Other variables to drive response 1.Intro/teaser headers 2.Clarity of call to action 3.Contact information in the salutation 4.PS content 5.PPS content Oracle OpenWorld 2014

Measurement: “Did it work?” 4 Oracle OpenWorld 2014

Measurement Best Practices 1.Which metrics really matter? 2.Leading vs lagging indicators 3.Integrated systems tracking post-click conversion 4.Long-tail tracking impact (in isolation & across campaigns) 5.Don’t take inactives too seriously Oracle OpenWorld 2014

Integraton: “ does not stand alone …” 5 Oracle OpenWorld 2014

Integration Best Practices 1.Channel coordination: , Web, social, offline, events, etc 2.Sales coordination: Scheduling, follow-up materials, /phone/VM sequences 3.Post-campaign segmentation: Opens, clicks, unresponsives, etc. 4.Progressive profiling Oracle OpenWorld 2014

Other apps worth checking out… MailCharts – What your competitors are sending… TimeTrade – Let prospects schedule meetings with you immediately… unroll.me – Unsubscribe from all of your spam at once… Oracle OpenWorld 2014

Reminder! 1.Copies of this deck 2.Free Extras! 1.Secrets to Successful Marketing 2.Secrets to Successful Content Marketing 3.The Modern Marketer’s Field Guide 3. me or bring me a business card with what you Oracle OpenWorld 2014

Thank You! Oracle OpenWorld 2014