The Email Workbook

Contents INTRODUCTION ...............................................................................................................3 INSTRUCTIONS .................................................................................................................4 SECTION 1 | Welcome Emails .......................................................................................7 SECTION 2 | Promotional Emails ..................................................................................10 SECTION 3 | Event Registration Emails.........................................................................13 SECTION 4 | Transactional Emails .................................................................................16 SECTION 5 | Cart Abandonment Emails ......................................................................19 CONCLUSION ...................................................................................................................24 2 | exacttarget.com

Introduction In the Salesforce thought leadership piece “5 Blueprints for Building Smarter Emails,” we create a road map for constructing great email messages. Now it’s time for you to really dig in. What does your current email design look like? How well do you know your subscribers? Use this workbook to analyze your strategy and get started. Get the e-book at: salesforce.com/5blueprints Build 5 Emails from Blueprint to Greatness | 3

Instructions Each of the questions in the following survey will be assigned one of four data categories — and a corresponding color. General Best Practice is expressed in blue. Best practices are proven ways to maximize your email strategy. Personal Data is expressed in green. Personalized content includes personal data that is unique to each user, such as their name, address, or account information. Dynamic Content is expressed in purple. Dynamic content is based upon more general data, like demographics and geography — based on a segment of your market. Predictive Content is expressed in orange. Predictive content is based upon a user’s individual behavior, browsing activity, and data science. 4 | exacttarget.com

Before we dive into email types, let’s find out how well you know your subscriber. Please check “Yes”, “No”, or “N/A”. Record your “Yes” answers in the box below. Next to your “yesses”, record the number of applicable questions you answered. YES NO N/A Do you know your customer’s email address? Do you know their first and last name? Do you know their birthday? Do you know their loyalty program status? Do you know how they opted in to subscribe to you? Do you know when they opted in? Do you know their gender? Do you know their professional title? Do you know their industry? Do you know their location? Do you know their age range? Yesses Applicable Answers / Build 5 Emails from Blueprint to Greatness | 5

Please check “Yes”, “No”, or “N/A”. Record your “Yes” answers in the box below. Next to your “yesses”, record the number of applicable questions you answered. YES NO N/A Do you know if they have ever opened your emails? Do you know where they click on your emails? Do you know their online purchase history? Do you know if they have ever made an in-store purchase? Do you know if they have ever abandoned a shopping cart on your website? Do you know their online browsing behavior? Do you know if they’re aware of future events/sales? Do you know if they are attending your events? Do you know if they engage you on social media? Yesses Applicable Answers Now let’s take a look at five different types of emails. / In the next sections, we’ll assess the complexity of your welcome, promotional, event registration, transactional, and cart abandonment emails. 6 | exacttarget.com

WELCOME 1EMAILS Make a good first impression. These emails are triggered when a person signs up as a subscriber. A good welcome series will include personalized content and a basic welcome message based upon the source through which the subscriber was acquired. Does your program include welcome emails? Consider the following questions: YES NO N/A Is your welcome program a series (more than one email)? Is your welcome email triggered and automated? Do you personalize the subject line (or use their name in the header)? Do you present offers based on customer profile? Are you promoting a way to build profile information (survey or quiz)? Do you promote your social properties? Do you promote a mobile app? Are you including a photo or video thumbnail based on click patterns? Do you pull in information from the onboarding vehicle? Do you present offers based on customer activity? Yesses Applicable Answers / Build 5 Emails from Blueprint to Greatness | 7

Welcome Email Example: Include dynamic and personal data to create a strong and engaging subject line. Add personalized messaging here. Use dynamic content and personal data in this field to customize the message for each subscriber. Leverage personal data with Predictive Intelligence to get your customer to opt-in to SMS or to download your mobile app. 8 | exacttarget.com

Welcome Email Customer Example: The RealReal A great call to action with an offer gets users shopping right away. It also suggests that you download the app, which is a good way to drive engagement when someone first subscribes. Build 5 Emails from Blueprint to Greatness | 9

Promotional Email Example: Include information unique to them here. Message based on a specific segment, such as location, here. Example: If your subscriber is in northern Indiana, send a relevant message for their area. Here’s your opportunity to use behavioral data. Example: “Did you enjoy Hawaii? Based on your previous travels, check out these top ten affordable beach vacations.” Build 5 Emails from Blueprint to Greatness | 11

Promotional Email Customer Example: hhgregg The user knows exactly what is being promoted with text, image, and a strong call to action. Also, hhgregg clearly calls out other promotions such as special financing, featured discounts, and opt-in texting for a cross-channel experience. 12 | exacttarget.com

2PROMOTIONAL EMAILS These emails promote great deals, products, and content. A good promotional email series will look great across all devices, make recommendations based on personal information, and include dynamic and engaging content. Does your program include promotional emails? Consider the following questions: YES NO N/A Is your content responsive for multiple device types? Are you driving content specific to your customer’s birthday? Are you promoting based on loyalty status? Are you gathering customer data through promoting contests or events? Are you featuring products based on seasonal trends? Are you tailoring content to individual customers based on their location? Are you leveraging Predictive Intelligence from your website? Are you tying your promotional email campaign to other channels? · Social or mobile? · In-store experience (possibly through QR code)? Yesses Applicable Answers / 10 | exacttarget.com

Event Registration Email Example: Include personalized information here. Include an opportunity for mobile opt-in in order to utilize dynamic data after registration. Use a countdown or strong CTA to instill urgency in registering. Example: “Only a few days left. Register now to reserve your spot at Connections.” 14 | exacttarget.com

Event Registration Customer Example: Salesforce Connections Strong reminder email. The day’s agenda is personalized for the user — right down to the keynote sessions. Additionally, the footer encourages engagement on social channels. Build 5 Emails from Blueprint to Greatness | 15

EVENT REGISTRATION 3EMAILS These emails confirm a person’s registration for an event and give them important logistical information about attending. A great event registration email series includes real-time information and might interface with an event mobile app. Does your program include event registration emails? Consider the following questions: YES NO N/A Do you promote a post-event survey? Do you promote registration to upcoming events? Do you customize registration invitations based on user profile information? Do you have a pre-event email series based on a user’s purchase history? Do you send emails with live updates during the event (weather/traffic)? Do you include travel details based on user location? Do you use data to suggest sessions, dinners, or other aspects of the event? Do you promote event social details and your company’s social properties? Does your post-event email series include next steps (videos/decks) based on sessions attended? Do you offer preferred status to register for next year’s event based on individual experience? Do you recommend sessions based on viewed sessions on your website? Yesses Applicable Answers / Build 5 Emails from Blueprint to Greatness | 13

Transactional Email Example: Speak to an individual. Use dynamic content to reach your best customers with special offers. Base product recommendations on purchase history. Drive traffic to your social channels. Build 5 Emails from Blueprint to Greatness | 17

Transactional Email Customer Example: Redbox Redbox does a great job calling out what was rented with description and product image. They also invite users to sign up and text in for future promotional offers. 18 | exacttarget.com

TRANSACTIONAL 4EMAILS Whether from an online or offline purchase, this email provides a receipt for the items bought. A great transactional email will include images, recommend related products, and include social sharing calls-to-action. Does your program include transactional emails? Consider the following questions: YES NO N/A Are you promoting a mobile tie-in? Do you follow up by sending informational emails (warranty info/instructional)? Are you emailing a receipt for purchased products or services? Do you follow up by sending a product review/survey request? Following a transaction, are you recommending products or services based on user profile? Are your transactional emails providing an opportunity to capture more data (product or loyalty program registration)? Do you include an opportunity to share socially? Are you including images of products or services purchased? Are you recommending similar products or services in your follow-up email? Are you recommending similar products or services based on site activity? Yesses Applicable Answers / 16 | exacttarget.com

Cart Abandonment Email Example: Always use your customer’s name. Offer payment options here. Example: “Have you seen our 18 month same-as-cash financing offers? Get the latest styles today, and pay later.” Based on user history, offer a coupon they may not have seen to close the sale. Example: “We noticed you didn’t apply our 40% off coupon before you left. In case you haven’t seen it, here it is.” 20 | exacttarget.com

Cart Abandonment Customer Example: Fanatics Fanatics displays an attractive image of the product left in the cart. Note the large call to action and the reminder of the return policy to drive conversion. Build 5 Emails from Blueprint to Greatness | 21

5CART ABANDONMENT EMAILS Online shoppers abandoning carts is a natural part of the buying process, but it’s also a high-value behavior that’s worthy of a response. A great cart abandonment email will include images of the specific products left in the cart, highlight payment options, and promote current sales or free shipping offers. Does your program include cart abandonment emails? Consider the following questions: YES NO N/A Do you include images of products in cart? Does your cart abandonment email address the user by name? Do you include payment options or return policies based on loyalty level? Do you include current promotions available in their area? Do you recommend alternative products based on collective buyer data? Do you include new promotions specific to drive individual cart completion? Do you send your emails based on a specific cart value? Do you include a detailed cart list of products or services abandoned? Do you include details of the products viewed (reviews or description)? Do you recommend alternative products based on user site activity? Yesses Applicable Answers / Build 5 Emails from Blueprint to Greatness | 19

Scoring Count the number of “yesses” that you checked on eligible questions in the previous pages, and record them here for a final breakdown of your email marketing strategy: Yesses Applicable Answers Customer information (5) ............................................................................................... / Welcome email (7) ........................................................................................................... / Promotional email (10) ................................................................................................... / Event registration email (13) .......................................................................................... / Transactional email (16) ................................................................................................. / Cart abandonment email (19) ....................................................................................... / Total points .................................................................................................................................. / Percent score .............................................................................................................................. % 22 | exacttarget.com

What level of marketer are you? Email Marketing Genius 90% or above Incredible. For a deeper dive on your email marketing WATCH NOW strategy, check out our Predictive Intelligence demo video. Email Marketing Rock Star 80% to 89% Great job. Put Predictive Intelligence to work to maximize GET THE E-BOOK your messaging. Here are some details for more information. Email Marketing Veteran 70% to 79% Well done. Take your email strategy to the next step by creating GET THE E-BOOK dynamic segmented messaging. Check out this e-book. Email Marketing Rookie of the Year 69% or less You have a great start, so check out the following e-book GET THE E-BOOK on making the most of personalizing your emails. Build 5 Emails from Blueprint to Greatness | 23

Conclusion What parts of your existing strategy are really working? How many opportunities still exist for your brand? Salesforce Marketing Cloud email platform helps you take your marketing strategy to the next level with personal, dynamic, and predictive content — to send the most relevant messages and drive conversions. Make the most of your email marketing strategy. See Marketing Cloud email in action. salesforce.com/email-marketing-demo Or to speak to an expert, call us at 1.866.362.4538. 24 | exacttarget.com