Customer success webinar:
     Mastering email marketing with Marqui




6/16/2009             www.marqui.com
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Type your questions for us...
Introducing our presenters

            Richard Sharp, VP Marketing




            Ryan Stocker, VP Product




6/16/2009...
Agenda

1. Email campaign process

2. List building and segmentation

3. Hitting the mark and the inbox

4. Call-to-action...
Just send a quick email blast…


                       Segmented list




            Campaign
                          ...
What makes a good email campaign concept?
• Know your customer
      – What do they care about?
      – What is their pref...
Building a list based on permission
• Always be building your house list
      –     Website form fills
      –     Old / ...
CRM import synchronization




6/16/2009          www.marqui.com   8
Build a segmented group
• Segmentation is win – win
      – Helps you be relavent
      – Avoids list fatigue
      – Bett...
Create new group for segmentation




6/16/2009          www.marqui.com   10
Define group rules to segment




6/16/2009           www.marqui.com   11
Define group rules to segment




6/16/2009           www.marqui.com   12
Creating the email - getting the template right
• Simple template design
• Consider most emails are read in a preview pane...
Assume preview panes are standard for B2B




6/16/2009          www.marqui.com           14
Images on and off




6/16/2009           www.marqui.com   15
Simple vs. complex templates




6/16/2009          www.marqui.com   16
Tips for email content
•   Descriptive sender name and email address
•   Compelling subject lines
•   Skimmable copy
•   B...
Create email activity




6/16/2009               www.marqui.com   18
Create email activity – select group




6/16/2009            www.marqui.com    19
Create email activity – goal tracking




6/16/2009            www.marqui.com     20
Create email activity – goal tracking




6/16/2009            www.marqui.com     21
Create email activity - personalize




6/16/2009            www.marqui.com   22
Getting into the inbox
• Email deliverability
      –     More to delivering an email than you think
      –     White lis...
Calls-to-action & landing pages
• One call-to-action
      –     Several times is okay
      –     Logical next step from ...
Good example of a landing page




6/16/2009          www.marqui.com   25
Create email activity – adding a landing page




6/16/2009            www.marqui.com             26
Using Google Website Optimizer to test landing pages




6/16/2009              www.marqui.com                  27
Using GWO to test landing page effectiveness




6/16/2009           www.marqui.com             28
Measure and Improve with Analytics
•   Sent vs Read
•   Hard vs Soft Bounces
•   Clickthroughs vs Conversions
•   Return o...
Getting to the next level


1. Learn from what works and what doesn’t

2. Create a new segment based on read / click / con...
Questions?
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.4848543

Ryan Stocker, VP Product
ryan.stocker@marqui....
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Mastering email marketing with Marqui

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This presentation contains the essentials you need to succeed at email marketing, using Marqui's tools. It explains how to build an effective email campaign from start to finish including:

* List building and segmentation
* Ensuring your message hits the mark and the inbox
* Call-to-action and landing page consistency
* Understanding email analytics
* Getting to the next level with drip and triggered email

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Mastering email marketing with Marqui

  1. 1. Customer success webinar: Mastering email marketing with Marqui 6/16/2009 www.marqui.com
  2. 2. GoToWebinar controls Click the button with the arrows to minimize your GoToWebinar controls Type your questions for us into the box at the bottom and press Send 6/16/2009 www.marqui.com 2
  3. 3. Introducing our presenters Richard Sharp, VP Marketing Ryan Stocker, VP Product 6/16/2009 www.marqui.com 3
  4. 4. Agenda 1. Email campaign process 2. List building and segmentation 3. Hitting the mark and the inbox 4. Call-to-actions and landing pages 5. Understanding email analytics 6. Getting to the next level 6/16/2009 www.marqui.com 4
  5. 5. Just send a quick email blast… Segmented list Campaign Email concept Action 6/16/2009 www.marqui.com 5
  6. 6. What makes a good email campaign concept? • Know your customer – What do they care about? – What is their preferred style of communication? – What kind of information do they trust? • Action oriented – Ideally should allow you to infer something useful • Trend away from newsletters to targeted communications – Brief communications with one theme – Beware of list fatigue – Aim to build trust – Measurable outcome 6/16/2009 www.marqui.com 6
  7. 7. Building a list based on permission • Always be building your house list – Website form fills – Old / disqualified leads – Lost opportunities – Old trade show contacts – Existing customers • Encourage word of mouth • Co-marketing opportunities – Customers – Partners • Telemarketing should get permission as a baseline “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” – Seth Godin 6/16/2009 www.marqui.com 7
  8. 8. CRM import synchronization 6/16/2009 www.marqui.com 8
  9. 9. Build a segmented group • Segmentation is win – win – Helps you be relavent – Avoids list fatigue – Better long-term results • Dynamic groups vs. static groups • Segmentation ideas – Geographic – Industry – Role / function – Funnel stage – Stuck leads – Area of interest 6/16/2009 www.marqui.com 9
  10. 10. Create new group for segmentation 6/16/2009 www.marqui.com 10
  11. 11. Define group rules to segment 6/16/2009 www.marqui.com 11
  12. 12. Define group rules to segment 6/16/2009 www.marqui.com 12
  13. 13. Creating the email - getting the template right • Simple template design • Consider most emails are read in a preview pane – Less than 600 pixels • Is it consistent with your brand? • How does it look without graphics? • Text / HTML / multi-part • How does it look on mobile devices? • Are you CAN-SPAM compliant? 6/16/2009 www.marqui.com 13
  14. 14. Assume preview panes are standard for B2B 6/16/2009 www.marqui.com 14
  15. 15. Images on and off 6/16/2009 www.marqui.com 15
  16. 16. Simple vs. complex templates 6/16/2009 www.marqui.com 16
  17. 17. Tips for email content • Descriptive sender name and email address • Compelling subject lines • Skimmable copy • Be direct and use plain language • Clear call-to-action • Test on multiple email clients – Outlook – Gmail – Yahoo / Hotmail • Have somebody else read it and then test again 6/16/2009 www.marqui.com 17
  18. 18. Create email activity 6/16/2009 www.marqui.com 18
  19. 19. Create email activity – select group 6/16/2009 www.marqui.com 19
  20. 20. Create email activity – goal tracking 6/16/2009 www.marqui.com 20
  21. 21. Create email activity – goal tracking 6/16/2009 www.marqui.com 21
  22. 22. Create email activity - personalize 6/16/2009 www.marqui.com 22
  23. 23. Getting into the inbox • Email deliverability – More to delivering an email than you think – White listing / Paced delivery – Sender Policy Framework (SPF) compliant – Domain Keys – Bounce and read tracking • Avoiding spam filters – Don’t leave subject blank – Avoid exclamation marks!!!!!! – AVOID ALL CAPS – Avoid image-only emails – Too many outbound links – Corporate spam tools (http://spamassassin.apache.org/tests_3_2_x.html) 6/16/2009 www.marqui.com 23
  24. 24. Calls-to-action & landing pages • One call-to-action – Several times is okay – Logical next step from message – Hyperlink with tracking – Spell out URL in plain text version • Simple landing pages – Make sure it’s consistent with the email – Don’t distract from the goal – Keep forms fields to a minimum – Set up a goal page – People like pictures, especially of people – Test landing page variations 6/16/2009 www.marqui.com 24
  25. 25. Good example of a landing page 6/16/2009 www.marqui.com 25
  26. 26. Create email activity – adding a landing page 6/16/2009 www.marqui.com 26
  27. 27. Using Google Website Optimizer to test landing pages 6/16/2009 www.marqui.com 27
  28. 28. Using GWO to test landing page effectiveness 6/16/2009 www.marqui.com 28
  29. 29. Measure and Improve with Analytics • Sent vs Read • Hard vs Soft Bounces • Clickthroughs vs Conversions • Return on Marketing Investment 6/16/2009 www.marqui.com 29
  30. 30. Getting to the next level 1. Learn from what works and what doesn’t 2. Create a new segment based on read / click / convert 3. Stay front of mind with an automated drip campaign 4. Nurture leads with triggered emails and lead scoring 6/16/2009 www.marqui.com 30
  31. 31. Questions? Richard Sharp, VP Marketing richard.sharp@marqui.com 604.4848543 Ryan Stocker, VP Product ryan.stocker@marqui.com 604.484.8538 support@marqui.com 1.800.505.8544 6/16/2009 www.marqui.com 31
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