Blue Sky Factory
         Driving Email Marketing Performance

Successful Strategies for B2B Email Marketing

            ...
Getting Acquainted

Feel free to submit questions via the GoToWebinar dashboard
                 or #bsfwebinar on Twitter...
About Blue Sky Factory

Blue Sky Factory is both a full & self service ESP.




Design, execute, and track your email mark...
Agenda



1. Best practices for growing and maintaining your list

2. Best practices in email design

3. Deliverability mu...
Why Email Marketing?


• Highest ROI of any other marketing channel
   • $43.62 for every dollar spent (2009)
   • $42.08 ...
B2B Email Marketing

• B2B online marketers focus on lead generation (38%), retention
  (34%), and awareness (28%). – eMar...
Why a B2B-specific webinar?


 Because many of our clients asked for it!

 As B2B marketers ourselves, we find the resou...
B2C vs. B2B Marketing


B2C Marketing
•   Product Driven
•   Maximize the value of the transaction
•   Large target market...
B2C vs. B2B Marketing


B2B Marketing
•   Relationship driven
•   Maximize the value of the relationship
•   Small, focuse...
Best Practices for Growing and
Maintaining your B2B Email List




         Copyright Blue Sky Factory 2010
Permission-Based Email Marketing




        The key to email marketing:

Send relevant, timely, targeted, and valuable
  ...
“How do I build my list?”



• Set Expectations
   • Privacy
   • Frequency

• Keep your promises!




                   ...
6 Ways to Grow Your Email Database


•   Web/website
•   Social Media
•   Offline
•   Mobile/SMS
•   Email Campaigns
•   E...
Web: Opt-in Form


• Easy to find opt-in form on every page of your website
• Short, sweet & easy to fill out

• No pre-ch...
Web: Welcome Email


• Immediate (within 15 minutes)

• Email should be consistent with future email campaigns branding

•...
Web: Opt-in & Welcome Email Example




Copyright Blue Sky Factory 2010
How to Build Your List: Web


1. Include testimonials on your subscription page

2. Promote sign-ups via contests

3. Cons...
How to Build Your List: Web


4. Ask during webinar or online event signup




             Copyright Blue Sky Factory 2010
How to Build Your List: Web

5. Entrance or exit pop-ups




    Copyright Blue Sky Factory 2010
How to Build Your List: Social Media

1. Share with Your Network (SWYN)




        Copyright Blue Sky Factory 2010
How to Build Your List: Social Media


         2. Facebook fan page
(email sign-up form, updates & wall posts)




      ...
How to Build Your List: Social Media




Copyright Blue Sky Factory 2010
How to Build Your List: Social Media


  3. Twitter: Let followers know about your
campaigns and include a link to past ne...
How to Build Your List: Social Media


4. Encourage employees to be active on social
                        networks




...
How to Build Your List: Social Media


           5. Company blog
(include sign-up form & republish content)




         ...
How to Build Your List: Offline


1. Ask while on the phone (Sales, Client Services &
  Customer Support)

2. Include a li...
How to Build Your List: Offline

4. Talk about your subscription center while
  networking or speaking at events

5. Ask w...
How to Build Your List: Mobile


1. Use a mobile application to collect email addresses
2. Facebook Connect
   (http://blo...
How to Build Your List: Email Campaigns


1. Make it easy to share & ASK people to
                       share




      ...
How to Build Your List: Email Campaigns



2. Promote in employees’ email signatures

3. Be smart with the unsubscribe

  ...
How to Build Your List: Email Campaigns

4. Send re-engagement email with incentives




              Copyright Blue Sky ...
How to Build Your List: Email Campaigns


5. Advertise in other email campaigns




           Copyright Blue Sky Factory ...
How to Build Your List: Email Strategy



1. Targeted, timely & valuable

2. Prioritize retention (attracting new customer...
50 Ways to Build Your Email List




       Download your free copy here:
http://www.blueskyfactory.com/b2bwebinar



    ...
Keep Your Subscribers Happy



1. Subscriber preferences

2. Follow through with expectations

3. Two-way communication

4...
Best Practices in B2B Email Design




          Copyright Blue Sky Factory 2010
Email Design: The Basics




  Your recipients should be able to
  understand and act on the call-to-
action of your email...
Email Design: The Basics


Email design best practices
• Design for the email inbox & plan for blocked images
• Ensure con...
Email Design: The Basics

Subject line best practices
• Keep it 35 characters or less
• Consider including your brand/comp...
Email Design: The Basics

    B2B Subject Lines that Work
    •     Look like a Star to your Boss with [product/service]
 ...
Email Design: The Basics

From line best practices
• Should be easily recognizable to your subscriber
• Use your company n...
Challenge #1: Image-to-Text Ratio




  Both B2C and B2B emails depend on the
marriage between images and copy to get the
...
Challenge #1: Image-to-Text Ratio


B2C Emails:
• Design weighted more
  heavily towards images
• Images are used to paint...
Challenge #1: Image-to-Text Ratio


                B2B Emails:
                • Design weighted more heavily
           ...
Challenge #2: Email Rendering

Use a tool like Inbox Preview to ensure your email renders
properly across all email client...
Challenge #2: Email Rendering




Image credit: http://fingerprintapp.com/email-client-stats




                         ...
Challenge #3: Mobile Devices




             64% of key decision makers are viewing
              your carefully crafted ...
Challenge #3: Mobile Devices

Email Dominates Mobile Web Time




       Copyright Blue Sky Factory 2010
Challenge #3: Mobile Devices




Copyright Blue Sky Factory 2010
Challenge #3: Mobile Devices


Keep your HTML design simple, and allow your
message to get across without having to downlo...
Challenge #3: Mobile Devices




Copyright Blue Sky Factory 2010
Challenge #4: Corporate Spam Filters

Use a spam check tool to ensure your email does not contain
anything that may trigge...
Design Idea #1: Consistency


Using a consistent template will
help with branding, and will
allow your subscribers to easi...
Design Idea #2: Be Dynamic



Dynamic content allows these static templates to be
personalized to the individual subscribe...
Design Idea #2: Be Dynamic




Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic




Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic




Copyright Blue Sky Factory 2010
Deliverability Must-Do’s
  for B2B Marketers




     Copyright Blue Sky Factory 2010
Permission-based Email



Six Core Elements of a Trust-
  Based Approach:

   1.   Permission
   2.   Privacy
   3.   Repu...
Permission-based Email




      The key to email marketing:
Send relevant, timely, targeted and valuable
  emails to subs...
Permission-based Email

• Permission is defined as explicit, affirmative consent
  from a potential recipient
• Affirmativ...
Deliverability

Use a tool like Return Path’s Sender Score to monitor
your IP reputation (http://www.senderscore.org)




...
Deliverability


Work with your tech team and/or ESP to continually
monitor your email placement to corporate gateway
fire...
Deliverability


• Ensure you are subscribed to all available Feedback
  Loops (your ESP should do this for you)

• Set up...
Deliverability



Ask your subscribers
to whitelist your
From address to
ensure delivery to
the Inbox




                ...
Compliance with the Law




          4% of retailers are not in compliance
          with the CAN-SPAM Act. That's on par...
Compliance with the Law

The CAN-SPAM Act, enacted in January 2003, imposes a
series of requirements on commercial email, ...
Compliance with the Law



 Want more information on CAN-SPAM
    and compliance with the law?

Read more on the Blue Sky ...
Learn How to Leverage
   Social Networks




    Copyright Blue Sky Factory 2010
Social Media Explosion


      Over 400 million users

      752% growth in 2008

      30.1 million users & growing


   ...
B2B Email Marketing


• 86% of B2B firms are using social, compared to 82% of B2C.
  - BizReport May 2010




• Top applic...
Is Email Dead?




                         No way!


Copyright Blue Sky Factory 2010
Email + Social Media



             Email is the
             digital glue of
             social media.




Copyright Bl...
Email + Social: Working Together




Copyright Blue Sky Factory 2010
Future of Social/Email Integration




Copyright Blue Sky Factory 2010
B2B Email Marketing


• Asked to rate the effectiveness of specific social media
  sites in their marketing efforts, 51% s...
Email >> Social

Use your email list to build your social community




                 Copyright Blue Sky Factory 2010
Email >> Social




Copyright Blue Sky Factory 2010
Email >> Social




Copyright Blue Sky Factory 2010
Email >> Social




Copyright Blue Sky Factory 2010
Social Sharing

                      SocialTwist Social Media Sharing Trends 2009
                                       ...
Social Sharing




Copyright Blue Sky Factory 2010
Social Sharing


Don’t be afraid to ask!




     Copyright Blue Sky Factory 2010
Social Sharing

Give subscribers incentive to share!




            Copyright Blue Sky Factory 2010
SWYN Stats




Copyright Blue Sky Factory 2010
SocialSync




How do I know which social sites my
      company should be on?




           Copyright Blue Sky Factory 2...
SocialSync




Copyright Blue Sky Factory 2010
SocialSync




Copyright Blue Sky Factory 2010
Social >> Email

Use social media to build your email subscriber base




                  Copyright Blue Sky Factory 2010
Social >> Email




Copyright Blue Sky Factory 2010
Social >> Email




Get instructions on how to add an email
sign-up form to your Facebook page here:
http://blog.blueskyfa...
Social >> Email

       Twitter




              




Copyright Blue Sky Factory 2010
Social >> Email

   Facebook




Copyright Blue Sky Factory 2010
Social >> Email

Don’t forget the original social tool: Forward to a Friend




                     Copyright Blue Sky Fa...
Real World Email Marketer Advice: Visit Baltimore

• Where are your customers communicating? Be aware of
  conversations t...
Jones & Bartlett Case Study


   Launched social media presence with new brand &
                website in early 2010


•...
Jones & Bartlett Case Study



• Initially added “Follow Us” buttons to homepage,
but wanted to get the word out to their ...
Jones & Bartlett Case Study

•Email sent to over 178,000 customers on May 25, 2010

•Within one week, their Facebook fan c...
Email + Social Media

•   Ask your customers to follow you on social networks via email links, landing
    pages, your web...
Thanks for Attending




 50 Ways To Build Your Email Marketing List
       Download your free copy here:
http://www.blues...
Please Contact Us

Please submit your questions now via the GoToWebinar dashboard


  Amy Garland                         ...
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Successful Strategies for B2B Email Marketing

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Calling all B2B email marketers: this webinar is just for you! From email design tips and list building tactics to deliverability must-dos and social media integration, this presentation helps B2B marketers plan and execute successful email marketing campaigns

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Successful Strategies for B2B Email Marketing

  1. 1. Blue Sky Factory Driving Email Marketing Performance Successful Strategies for B2B Email Marketing Presenters: Amy Garland & Joanna Lawson-Matthew August 20, 2010 at 2:00 PM (ET) Twitter: #bsfwebinar Baltimore, Maryland Copyright Blue Sky Factory 2010
  2. 2. Getting Acquainted Feel free to submit questions via the GoToWebinar dashboard or #bsfwebinar on Twitter. Amy Garland Joanna Lawson-Matthew Marketing Manager Senior Client Services Manager @amygarland @joannalm Copyright Blue Sky Factory 2010
  3. 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing communications with Publicaster. www.blueskyfactory.com Copyright Blue Sky Factory 2010
  4. 4. Agenda 1. Best practices for growing and maintaining your list 2. Best practices in email design 3. Deliverability must-do’s for B2B marketers 4. Learn how to leverage social networks 5. We answer your questions! Copyright Blue Sky Factory 2010
  5. 5. Why Email Marketing? • Highest ROI of any other marketing channel • $43.62 for every dollar spent (2009) • $42.08 for every dollar spent (projected for 2010) – Direct Marketing Association • >90% of Internet users between 18-72 send and receive email, making it the top online activity. - Pew Internet & American Life Project, 2009 • 58% of people start their online day by reading emails (20% search engines, 11% Facebook). – ExactTarget’s Email X-Factor Study, 2010 Copyright Blue Sky Factory 2010
  6. 6. B2B Email Marketing • B2B online marketers focus on lead generation (38%), retention (34%), and awareness (28%). – eMarketer, March 2010 • 87% of B2B marketers use email marketing for targeting customers and prospecting. – B2B Marketing Insight Report, 2009 • Top online marketing areas that will see spending increases are: • Website development (71%) • Email marketing (69%) • Search marketing (62%) • Social media (60%) – BtoB Online, 2009 Copyright Blue Sky Factory 2010
  7. 7. Why a B2B-specific webinar?  Because many of our clients asked for it!  As B2B marketers ourselves, we find the resources specific to us are lacking.  It’s important to realize there are major differences between B2C versus B2B marketing, and the approaches you take with each should be different. Let’s talk about some of those differences … Copyright Blue Sky Factory 2010
  8. 8. B2C vs. B2B Marketing B2C Marketing • Product Driven • Maximize the value of the transaction • Large target market • Single step buying process, shorter sales cycle • Brand identity created through repetition and imagery • Merchandising and point of purchase activities • i.e., coupons, displays, store fronts • Emotional buying decision based on status, desire or price Source: http://vista-consulting.com/marketing-b2b-vs-b2c/ Copyright Blue Sky Factory 2010
  9. 9. B2C vs. B2B Marketing B2B Marketing • Relationship driven • Maximize the value of the relationship • Small, focused target market • Multi-step buying process, longer sales cycle • Brand identity created on personal relationship • Educational and awareness building activities • i.e., webinars, whitepapers, demos • Rational buying decision based on business value Source: http://vista-consulting.com/marketing-b2b-vs-b2c/ Copyright Blue Sky Factory 2010
  10. 10. Best Practices for Growing and Maintaining your B2B Email List Copyright Blue Sky Factory 2010
  11. 11. Permission-Based Email Marketing The key to email marketing: Send relevant, timely, targeted, and valuable emails to subscribers who have asked to receive them. Copyright Blue Sky Factory 2010
  12. 12. “How do I build my list?” • Set Expectations • Privacy • Frequency • Keep your promises! Flickr Photo Credit: wallyg Copyright Blue Sky Factory 2010
  13. 13. 6 Ways to Grow Your Email Database • Web/website • Social Media • Offline • Mobile/SMS • Email Campaigns • Email Strategy Copyright Blue Sky Factory 2010
  14. 14. Web: Opt-in Form • Easy to find opt-in form on every page of your website • Short, sweet & easy to fill out • No pre-checked boxes • W.I.I.F.M. – What’s in it for me? • Set expectations for content and frequency • Show a sample email • Confirm subscription immediately with a Thank You page Copyright Blue Sky Factory 2010
  15. 15. Web: Welcome Email • Immediate (within 15 minutes) • Email should be consistent with future email campaigns branding • Thank them for subscribing (with a gift?) • Explain the benefits of subscription again • Reiterate the content and frequency they can expect • Prompt them to whitelist your From name/email • Link back to your website and/or email archive • Provide a link to opt-out and update preferences Copyright Blue Sky Factory 2010
  16. 16. Web: Opt-in & Welcome Email Example Copyright Blue Sky Factory 2010
  17. 17. How to Build Your List: Web 1. Include testimonials on your subscription page 2. Promote sign-ups via contests 3. Consider your domain name Copyright Blue Sky Factory 2010
  18. 18. How to Build Your List: Web 4. Ask during webinar or online event signup Copyright Blue Sky Factory 2010
  19. 19. How to Build Your List: Web 5. Entrance or exit pop-ups Copyright Blue Sky Factory 2010
  20. 20. How to Build Your List: Social Media 1. Share with Your Network (SWYN) Copyright Blue Sky Factory 2010
  21. 21. How to Build Your List: Social Media 2. Facebook fan page (email sign-up form, updates & wall posts) Copyright Blue Sky Factory 2010
  22. 22. How to Build Your List: Social Media Copyright Blue Sky Factory 2010
  23. 23. How to Build Your List: Social Media 3. Twitter: Let followers know about your campaigns and include a link to past newsletters. Copyright Blue Sky Factory 2010
  24. 24. How to Build Your List: Social Media 4. Encourage employees to be active on social networks Copyright Blue Sky Factory 2010
  25. 25. How to Build Your List: Social Media 5. Company blog (include sign-up form & republish content) Copyright Blue Sky Factory 2010
  26. 26. How to Build Your List: Offline 1. Ask while on the phone (Sales, Client Services & Customer Support) 2. Include a link on your business cards 3. Promote your email campaigns with direct mail Copyright Blue Sky Factory 2010
  27. 27. How to Build Your List: Offline 4. Talk about your subscription center while networking or speaking at events 5. Ask while exhibiting at tradeshows Copyright Blue Sky Factory 2010
  28. 28. How to Build Your List: Mobile 1. Use a mobile application to collect email addresses 2. Facebook Connect (http://blog.blueskyfactory.com/email- marketing/build-your-subscriber-base-with- publicaster-and-facebook-connect/) Copyright Blue Sky Factory 2010
  29. 29. How to Build Your List: Email Campaigns 1. Make it easy to share & ASK people to share Copyright Blue Sky Factory 2010
  30. 30. How to Build Your List: Email Campaigns 2. Promote in employees’ email signatures 3. Be smart with the unsubscribe • Give subscribers the option to opt-down • Ask for feedback Copyright Blue Sky Factory 2010
  31. 31. How to Build Your List: Email Campaigns 4. Send re-engagement email with incentives Copyright Blue Sky Factory 2010
  32. 32. How to Build Your List: Email Campaigns 5. Advertise in other email campaigns Copyright Blue Sky Factory 2010
  33. 33. How to Build Your List: Email Strategy 1. Targeted, timely & valuable 2. Prioritize retention (attracting new customers vs. retaining the ones you have) 3. Search optimize your newsletter page 4. Honor your privacy and trust commitments 5. Identify, contact & engage your brand advocates Copyright Blue Sky Factory 2010
  34. 34. 50 Ways to Build Your Email List Download your free copy here: http://www.blueskyfactory.com/b2bwebinar Copyright Blue Sky Factory 2010
  35. 35. Keep Your Subscribers Happy 1. Subscriber preferences 2. Follow through with expectations 3. Two-way communication 4. Again, make the unsubscribe easy Flickr Photo Credit: libraryman Copyright Blue Sky Factory 2010
  36. 36. Best Practices in B2B Email Design Copyright Blue Sky Factory 2010
  37. 37. Email Design: The Basics Your recipients should be able to understand and act on the call-to- action of your email within 5 seconds. You have a pain point at work. Let me show you how I can solve it. Copyright Blue Sky Factory 2010
  38. 38. Email Design: The Basics Email design best practices • Design for the email inbox & plan for blocked images • Ensure consistent branding and design across all campaigns • Keep your email width under 650 pixels (300px for mobile) • Make sure your main key elements are “above the fold” • Keep your email content brief, use teaser blurbs • Remember to include an opt-out mechanism and physical mailing address (per CAN-SPAM) Read more in our Email Design Guidelines: http://www.blueskyfactory.com/resources/BSFEmailDesignGuidelines.pdf Copyright Blue Sky Factory 2010
  39. 39. Email Design: The Basics Subject line best practices • Keep it 35 characters or less • Consider including your brand/company name • Avoid “spammy” words and phrases • Don’t use ALL CAPS • Minimize or don’t use symbols (?!?) • Per the CAN-SPAM Act, avoid deceptive subject lines • Make it actionable by providing a sense of urgency and call-to- action (think verbs!) Most importantly, make sure it reflects the email content and entices the reader to open your email! Copyright Blue Sky Factory 2010
  40. 40. Email Design: The Basics B2B Subject Lines that Work • Look like a Star to your Boss with [product/service] • Complimentary Webinar: [webinar name] • Should your Company Outsource [product/service]? • Breakfast & Secrets for how to [insert problem you solve] • Again, you have a pain point at work. Success Tip: 5 Ways to a Better [xxx] • Register Today: [event name and date] Let me show you how I can solve it. • Entry deadline is fast approaching • New White Paper: Best Practices for [problem/solution] • Your Weekly Alert: [topic] • 5 Ways to Maximize Holiday Sales • Marketing on a Tight Budget, Part 1 • Get a $30 Gift Card for 30 Minutes of your Time • Frustrated with Graphics in Microsoft Outlook? Source: http://www.theemailguide.com/email-marketing/verticalresponse-offers-29-great-b2b-email-marketing-subject-lines-that-work/ Copyright Blue Sky Factory 2010
  41. 41. Email Design: The Basics From line best practices • Should be easily recognizable to your subscriber • Use your company name versus a person’s name • Avoid using donotreply@domain.com – that’s not very friendly or trustworthy! • Be consistent with the From name and From address • Monitor potential replies to your From and Reply addresses • Set up role accounts for your domain (e.g. admin@, postmaster@, abuse@ and info@domain.com) Copyright Blue Sky Factory 2010
  42. 42. Challenge #1: Image-to-Text Ratio Both B2C and B2B emails depend on the marriage between images and copy to get the message across. However, there are some differences in the balance… Copyright Blue Sky Factory 2010
  43. 43. Challenge #1: Image-to-Text Ratio B2C Emails: • Design weighted more heavily towards images • Images are used to paint a pretty picture for the reader and to grab their attention • Powerful images are often necessary to strengthen the message Copyright Blue Sky Factory 2010
  44. 44. Challenge #1: Image-to-Text Ratio B2B Emails: • Design weighted more heavily towards copy • Images are used to add richness to the design, and for branding purposes • Images are simpler and secondary to the email’s copy • Message is not dependant on images Copyright Blue Sky Factory 2010
  45. 45. Challenge #2: Email Rendering Use a tool like Inbox Preview to ensure your email renders properly across all email clients with images on and off. Copyright Blue Sky Factory 2010
  46. 46. Challenge #2: Email Rendering Image credit: http://fingerprintapp.com/email-client-stats Copyright Blue Sky Factory 2010
  47. 47. Challenge #3: Mobile Devices 64% of key decision makers are viewing your carefully crafted email on their Blackberry and other mobile devices. MarketingSherpa/SurveySampling (2007) Copyright Blue Sky Factory 2010
  48. 48. Challenge #3: Mobile Devices Email Dominates Mobile Web Time Copyright Blue Sky Factory 2010
  49. 49. Challenge #3: Mobile Devices Copyright Blue Sky Factory 2010
  50. 50. Challenge #3: Mobile Devices Keep your HTML design simple, and allow your message to get across without having to download images or click through Create a simplified mobile version that recipients can click through to from the HTML version • Build this as a glorified plain text version, with simple HTML branding elements • Keep this version at 300 pixels wide to fit in the mobile window Copyright Blue Sky Factory 2010
  51. 51. Challenge #3: Mobile Devices Copyright Blue Sky Factory 2010
  52. 52. Challenge #4: Corporate Spam Filters Use a spam check tool to ensure your email does not contain anything that may trigger spam filters. Copyright Blue Sky Factory 2010
  53. 53. Design Idea #1: Consistency Using a consistent template will help with branding, and will allow your subscribers to easily find the call-to-action Copyright Blue Sky Factory 2010
  54. 54. Design Idea #2: Be Dynamic Dynamic content allows these static templates to be personalized to the individual subscriber • Customize email content based on location, past behavior, areas of interest … any data you have on the subscriber! • Be careful with “Dear [first name]” personalization Copyright Blue Sky Factory 2010
  55. 55. Design Idea #2: Be Dynamic Copyright Blue Sky Factory 2010
  56. 56. Design Idea #2: Be Dynamic Copyright Blue Sky Factory 2010
  57. 57. Design Idea #2: Be Dynamic Copyright Blue Sky Factory 2010
  58. 58. Deliverability Must-Do’s for B2B Marketers Copyright Blue Sky Factory 2010
  59. 59. Permission-based Email Six Core Elements of a Trust- Based Approach: 1. Permission 2. Privacy 3. Reputation 4. Preferences 5. Expectations 6. Compliance Copyright Blue Sky Factory 2010
  60. 60. Permission-based Email The key to email marketing: Send relevant, timely, targeted and valuable emails to subscribers who have asked to receive them (i.e. permission). Copyright Blue Sky Factory 2010
  61. 61. Permission-based Email • Permission is defined as explicit, affirmative consent from a potential recipient • Affirmative consent comes from requiring action on the part of the potential recipient (i.e. asking them to check an opt-in box) • Building your list without explicit, affirmative consent opens your company and domain up to spam complaints and potential blacklisting Warning! It can take months to overcome from a tarnished IP or domain-based reputation. Copyright Blue Sky Factory 2010
  62. 62. Deliverability Use a tool like Return Path’s Sender Score to monitor your IP reputation (http://www.senderscore.org) Copyright Blue Sky Factory 2010
  63. 63. Deliverability Work with your tech team and/or ESP to continually monitor your email placement to corporate gateway firewalls (Postini, MessageLabs, Barracuda) Copyright Blue Sky Factory 2010
  64. 64. Deliverability • Ensure you are subscribed to all available Feedback Loops (your ESP should do this for you) • Set up authentication records (Sender ID, SPF, DKIM/Domain Keys) to help with deliverability • Learn more about authentication on our blog: http://blog.blueskyfactory.com/deliverability/authe ntication-a-key-to-getting-your-emails-delivered/ Copyright Blue Sky Factory 2010
  65. 65. Deliverability Ask your subscribers to whitelist your From address to ensure delivery to the Inbox Copyright Blue Sky Factory 2010
  66. 66. Compliance with the Law 4% of retailers are not in compliance with the CAN-SPAM Act. That's on par with 2008 levels. Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010) Copyright Blue Sky Factory 2010
  67. 67. Compliance with the Law The CAN-SPAM Act, enacted in January 2003, imposes a series of requirements on commercial email, including: 1. Bans false or misleading header information 2. Prohibits deceptive subject lines 3. Requires that your email gives recipients an opt-out method, and that opt-out requests must be honored within ten days 4. Requires that commercial email be identified as an advertisement and include the sender’s valid physical postal address (P.O. boxes are ok) Copyright Blue Sky Factory 2010
  68. 68. Compliance with the Law Want more information on CAN-SPAM and compliance with the law? Read more on the Blue Sky Factory blog or subscribe to our 52 Email Marketing Tips. Copyright Blue Sky Factory 2010
  69. 69. Learn How to Leverage Social Networks Copyright Blue Sky Factory 2010
  70. 70. Social Media Explosion Over 400 million users 752% growth in 2008 30.1 million users & growing 100 million videos viewed daily 3 billion images uploaded Copyright Blue Sky Factory 2010
  71. 71. B2B Email Marketing • 86% of B2B firms are using social, compared to 82% of B2C. - BizReport May 2010 • Top applications for the use of social media for B2B marketers are: • Thought leadership (59.8%) • Lead generation (48.9%) • Customer feedback (45.7%) • Advertising on sites (34.7%) - BtoB Online November, 2009 Copyright Blue Sky Factory 2010
  72. 72. Is Email Dead? No way! Copyright Blue Sky Factory 2010
  73. 73. Email + Social Media Email is the digital glue of social media. Copyright Blue Sky Factory 2010
  74. 74. Email + Social: Working Together Copyright Blue Sky Factory 2010
  75. 75. Future of Social/Email Integration Copyright Blue Sky Factory 2010
  76. 76. B2B Email Marketing • Asked to rate the effectiveness of specific social media sites in their marketing efforts, 51% said that Facebook was “extremely” or “somewhat” effective, LinkedIn (45%), Twitter (35%). - eMarketer, March 2010 (Based on Outsell study) • In contrast, when Hubspot surveyed B2B companies in North America about lead generation through social channels, 45% rated LinkedIn effective, compared with just 33% who said the same of Facebook. -eMarketer February 2010 Copyright Blue Sky Factory 2010
  77. 77. Email >> Social Use your email list to build your social community Copyright Blue Sky Factory 2010
  78. 78. Email >> Social Copyright Blue Sky Factory 2010
  79. 79. Email >> Social Copyright Blue Sky Factory 2010
  80. 80. Email >> Social Copyright Blue Sky Factory 2010
  81. 81. Social Sharing SocialTwist Social Media Sharing Trends 2009 (Tell-A-Friend) Image credit: http://tellafriend.socialtwist.com/sharing-trends-2009 Copyright Blue Sky Factory 2010
  82. 82. Social Sharing Copyright Blue Sky Factory 2010
  83. 83. Social Sharing Don’t be afraid to ask! Copyright Blue Sky Factory 2010
  84. 84. Social Sharing Give subscribers incentive to share! Copyright Blue Sky Factory 2010
  85. 85. SWYN Stats Copyright Blue Sky Factory 2010
  86. 86. SocialSync How do I know which social sites my company should be on? Copyright Blue Sky Factory 2010
  87. 87. SocialSync Copyright Blue Sky Factory 2010
  88. 88. SocialSync Copyright Blue Sky Factory 2010
  89. 89. Social >> Email Use social media to build your email subscriber base Copyright Blue Sky Factory 2010
  90. 90. Social >> Email Copyright Blue Sky Factory 2010
  91. 91. Social >> Email Get instructions on how to add an email sign-up form to your Facebook page here: http://blog.blueskyfactory.com/strategy/youve- got-something-in-your-widget/ Copyright Blue Sky Factory 2010
  92. 92. Social >> Email Twitter  Copyright Blue Sky Factory 2010
  93. 93. Social >> Email Facebook Copyright Blue Sky Factory 2010
  94. 94. Social >> Email Don’t forget the original social tool: Forward to a Friend Copyright Blue Sky Factory 2010
  95. 95. Real World Email Marketer Advice: Visit Baltimore • Where are your customers communicating? Be aware of conversations that are relevant to customers. • Linkedin Groups, Facebook Groups, Twitter and Hashtags, other industry networks • Develop tools they can use and create value: • Conversation tracking for meeting planners • Mobile applications for meeting attendee • Become an authority. • Developing a meetings industry blog for Tom Noonan, Visit Baltimore’s President and CEO • Be a friend and a resource; don’t always try to sell Copyright Blue Sky Factory 2010
  96. 96. Jones & Bartlett Case Study Launched social media presence with new brand & website in early 2010 • Primary goal: Increase number of Facebook fans • Secondary goal: Awareness for company Twitter account & blog Copyright Blue Sky Factory 2010
  97. 97. Jones & Bartlett Case Study • Initially added “Follow Us” buttons to homepage, but wanted to get the word out to their existing, loyal customer base. • Turned to Blue Sky Factory for guidance in how to best communicate this message to their database. Copyright Blue Sky Factory 2010
  98. 98. Jones & Bartlett Case Study •Email sent to over 178,000 customers on May 25, 2010 •Within one week, their Facebook fan count grew 65% Copyright Blue Sky Factory 2010
  99. 99. Email + Social Media • Ask your customers to follow you on social networks via email links, landing pages, your website and all customer interactions • Include links to your social media pages in all email communications (even transactional emails!) • Include a SWYN tool in all email, and encourage sharing with valuable, share- worthy content • Mention your social presence in all marketing channels • Include an email opt-in link whenever you share content on social sites • Remember to be consistent to your brand across all channels • Identify your objective for each social channel, and tailor your message on that channel to your audience there Copyright Blue Sky Factory 2010
  100. 100. Thanks for Attending 50 Ways To Build Your Email Marketing List Download your free copy here: http://www.blueskyfactory.com/b2bwebinar Copyright Blue Sky Factory 2010
  101. 101. Please Contact Us Please submit your questions now via the GoToWebinar dashboard Amy Garland Joanna Lawson-Matthew Marketing Manager Senior Client Services Manager agarland@blueskyfactory.com joanna@blueskyfactory.com www.blueskyfactory.com Contact Blue Sky Factory: blog.blueskyfactory.com Twitter: @blueskyfactory Copyright Blue Sky Factory 2010
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