Inbound & Email Marketing: So Happy Together

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Greg Cangialosi of Blue Sky Factory and Brian Halligan of Hubspot discuss the in's and out's of Inbound and Email Marketing and why they work so well together.

Greg Cangialosi of Blue Sky Factory and Brian Halligan of Hubspot discuss the in's and out's of Inbound and Email Marketing and why they work so well together.

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  • 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Inbound & Email Marketing: So Happy Together Brian Halligan - CEO, Hubspot Greg Cangialosi - CEO, Blue Sky Factory Tuesday, October 13,2009 1:00 PM
  • 2. Inbound Marketing Stretch The Top Of Your Funnel
  • 3. Outbound Marketing
  • 4. Outbound Marketing Is Hard 800-555-1234 Annoying Salesperson
  • 5. Get Found
  • 6. Threats & Opportunities
  • 7. Threats & Opportunities
  • 8. Step 1
      • Blog
      • Podcast
      • Videos
      • Photos
      • Presentations
      • eBooks
      • News Releases
  • 9. Step 2
  • 10. Step 3
  • 11. Step 4
  • 12. Learn More
  • 13. Getting the Opt-In - Step 1
      • Permission-Based Email
      • No pre-checked boxes or tricks
      • Consider using incentives.   
    TRUST is Established! Copyright 2009 Blue Sky Factory
  • 14. Make it Easy to Convert
      • Make the sign-up easy
      • Provide sign-up on every page and/or prominent on homepage
      • Ex: Active Junky
    Copyright 2009 Blue Sky Factory
  • 15. While They Are Converting...
      • Tell them what they will receive!
      • Include newsletter / communication titles and a brief description of what you offer.
      • Show the frequency at which they are sent.
      • Include other email offerings – Specials, Press Releases, etc.
    Copyright 2009 Blue Sky Factory
  • 16. Welcome Email - Step 2
      • Send a Welcome Email Immediately!
      • Confirm the benefits of your communication:
        • 78% of welcome emails explained the benefits of signing up. - Email Experience Council
      • Confirm frequency/type of email.
      • Use Branding (reinforces the sender/receiver relationship)
    Copyright 2009 Blue Sky Factory
  • 17. Copyright 2009 Blue Sky Factory
  • 18. Working the Funnel - Step 3 1. Top of Mind = Mindshare! 2. Nurture, Nurture, Nurture. (Its not about the sale today)     3. Add value to your subscribers. 4. There are many different types of "conversions" treat them uniquely. Copyright 2009 Blue Sky Factory
  • 19. The Follow Up Copyright 2009 Blue Sky Factory
  • 20. The Gentle Reminder Copyright 2009 Blue Sky Factory
  • 21. The Cross Sell Copyright 2009 Blue Sky Factory
  • 22. The Newsletter Copyright 2009 Blue Sky Factory
  • 23. Adding Value & Relationship Copyright 2009 Blue Sky Factory
  • 24. Frequency (Test, Test, Test)
      • Do not over email!
      • Frequency should be determined on a list-by-list basis
      • Allow subscribers to choose the amount of email they receive from you
        • 37.4% say they receive more email than they expected when they signed up. - Return Path
      •   Track results in opens, clicks, opt-outs (that says it all!)
    Copyright 2009 Blue Sky Factory
  • 25. Data Collection Over Time
      • Subscribers can edit or add to their contact information
      • Allow them to add data that you did not acquire during their initial sign-up
        • Name
        • Demographic Information
        • Geographic Information
        • Additional areas of Interest
      • Use data for personalization
    Copyright 2009 Blue Sky Factory
  • 26. Key Considerations: - Supplement traditional marketing efforts with inbound marketing techniques (social media, blogs, SEO, etc) - Make your conversion (subscription process) SIMPLE. - Stay in front of your base with timely relevant emails that your subscribers asked for. - Track rigorously, and optimize through testing. Copyright 2009 Blue Sky Factory
  • 27. Thank You!   Q& A     Greg Cangialosi   Connect. 410.230.0061 x104 greg@blueskyfactory.com www.blueskyfactory.com www.thetrendjunkie.com @gregcangialosi  @blueskyfactory  Brian Halligan Connect. 1-800-482-0382 www.hubspot.com @bhalligan @hubspot Copyright 2009 Blue Sky Factory