5 komponenter, der skaber effektiv email markedsføring for B2B markedsførere

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Vil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i Gentofte

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5 komponenter, der skaber effektiv email markedsføring for B2B markedsførere

  1. 1. 5 komponenter, der skaber effektiv email markedsføringMere information here www.michaelleander.com | www.michaelleander.me
  2. 2. Det sagde de adspurgte...
  3. 3. Email marketing - stages Data source Mailing list/ Mailing list/ Web sales Integrated CRM system database database Web analytics Transactional Trigger based Potential benefit = Communication emails based Tailored sales on transaction Trigger Behavioral emails Potential benefit = Communication based on Up-sales behavior Personalized Lifecycle CustomerMessaging Communication emails Loyalty value Segmented Email campaigns/ Relevant Communication offers offers Mass Communication Newsletters & surveys 97% are Information here Contact Demographic Customer Customer Intention/ data data history transaction behaviour Customer intelligence
  4. 4. Email Marketing Audit Components1. Email Marketing Purpose & Objectives2. Email Marketing Content Concept3. Email Marketing Value Proposition4. Permission Marketing and Privacy5. Frequency and channels6. Profiling, segmentation and subscription center tactics7. Subscriber acquisition conversion ecosystem8. Messaging tactics including welcome flow9. Design in templates and design consistencies10. Response tactics / inbound marketing11. Data management including bounce management procedures12. Use of behavioral data13. Email Marketing Service Provider alignment with objectives14. Triggers & events + transactional emails.15. Deliverability and ISP issues
  5. 5. TOP TIPCheck your database/list frequently ! Never active 40-60% Seldom active Active frequently Always 2-5% active
  6. 6. Your content conceptMeasure & react Your value Email Marketing proposition Roadmap Automate Sign-up tactics Engage Attract audience audience First 30 days
  7. 7. Fokus på Mind Box først !
  8. 8. Hvad skal du have permission til? L H Tilbud og promotions1 Volume Recipient indicator Send newsletters engagement Send Alerts og updates H L 10
  9. 9. 3 different frequencies – each delivers different types of newsletters 11
  10. 10. Dit indholdskoncept beskriver Hvad du tilbyder Hvilke fordele Hvorfor det er relevant og for hvem det er relevant Frekvens Tænk som en publisher
  11. 11. Tips til et godt indholdskoncept Vær unik Vær ærlig om hvad du kan levere / tilbyde Manage expectations – don’t overpromise
  12. 12. Intro links / Pre-header Functional linksIntro story (Credibility) Survey or result Can be differentiated ”Products and offers” based on profile Activate profiling call to action ”Article” Sender branding ”more articles” Functional links 14
  13. 13. TOP TIPZoom of preheader >>
  14. 14. Øvelse• På 5 minutter, skriv indholdet af dit eget indholdskoncept, gerne differentieret på – Segment – Produkt- eller løsningsområde – Sprog?• Husk benefit, overvej frekvens, tænk over bidragsydere til dit indhold, partnerskaber, kan resellers involveres etc.
  15. 15. DernæstOversæt ditindholdskoncepttil din Email ValueProposition
  16. 16. Summary of the content concept = ESP (Email Value Proposition) Bullet list of benefits gets attentionShowing or linking toa sample works well
  17. 17. Notice the headline Her er en meget tekst tung side, der forklarer fordele i spandevisGo to this page and learn >> http://www.draytonbird.com/helpfulideas
  18. 18. Hvor meget information skal dubede om ved sign-up? Vs.
  19. 19. Dine knapper gør en forskel A: Sign-up for Free Trial B: See Plans and Pricing
  20. 20. Tanker om kritisk masse25 GROWTH IN SUBSCRIBERS20151050 Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
  21. 21. De første 30 dage og velkomst flow I email markedsføring… En ny subscribers oplevelse i begyndelsen har stor indvirkning på hvor lang tid du kan få personen til at hænge ved, og hvilken værdi du får fra den person
  22. 22. The First 30 Days – What’s your flow? Sign-up First Push Contact referral First Newsletter Second newsletter Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
  23. 23. 80% click on oneor more of those links!
  24. 24. Tips, tricks og bestpractices for emailmarkedsføring
  25. 25. Hvad er (som regel) vigtigst ? Afsender Emne linie
  26. 26. Test subject linesA. Get two brand new articles about brandingB. News in a flash – articles about brandingA -> 32%B -> 42%
  27. 27. Men vær bevidst om hvad du målerog hvorfor – emne linie
  28. 28. A 26,22% B 5,00% C 10,32%Hvilken af disse genererede højest CTR(Click Through Rate) ?A?B?C?
  29. 29. Hvad med design?
  30. 30. Three C’s layout C1 = Capture C2 = Convince C3 = Clickwww.emailvision.com
  31. 31. Three C’s examples C1 C1 C1 C2 C2 C2 C3 C3 C3www.emailvision.com
  32. 32. Design and content tips• Skriv så det er hurtigt at forstå at i har en releation – Du har tidligere vist interesse i• Brug emotional links – ”Learn how to improve your ....” instead of ”Read more”• Link to stories from text, images, buttons• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc
  33. 33. Prime real estateSubject line:Rest In Peace in Zanzibar Below the fold area
  34. 34. Give several response options – andput emotions into your link texts
  35. 35. Re-use content and increase the”I’ll stick around for more” factor
  36. 36. Box it Up! What’s in your boxes? - Content A -> SA - Content B -> SB 12 sections of - Offer A personalized content - News B - Regional - Division - Service Increased revenue by 25% per email sending
  37. 37. How to share-to-social?Include yoursocial mediaproperties to increaseengagement Increase CTR by 30% Share button @ each article direct links to the article on your website from social media platform
  38. 38. Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: leander@michaelleander.com

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