Mastering email marketing with 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: ...

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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  • 1. Customer success webinar: Mastering email marketing with Marqui 6/16/2009 www.marqui.com
  • 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. Introducing our presenters Richard Sharp, VP Marketing Ryan Stocker, VP Product 6/16/2009 www.marqui.com 3
  • 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. Just send a quick email blast… Segmented list Campaign Email concept Action 6/16/2009 www.marqui.com 5
  • 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. 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. CRM import synchronization 6/16/2009 www.marqui.com 8
  • 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. Create new group for segmentation 6/16/2009 www.marqui.com 10
  • 11. Define group rules to segment 6/16/2009 www.marqui.com 11
  • 12. Define group rules to segment 6/16/2009 www.marqui.com 12
  • 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. Assume preview panes are standard for B2B 6/16/2009 www.marqui.com 14
  • 15. Images on and off 6/16/2009 www.marqui.com 15
  • 16. Simple vs. complex templates 6/16/2009 www.marqui.com 16
  • 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. Create email activity 6/16/2009 www.marqui.com 18
  • 19. Create email activity – select group 6/16/2009 www.marqui.com 19
  • 20. Create email activity – goal tracking 6/16/2009 www.marqui.com 20
  • 21. Create email activity – goal tracking 6/16/2009 www.marqui.com 21
  • 22. Create email activity - personalize 6/16/2009 www.marqui.com 22
  • 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. 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. Good example of a landing page 6/16/2009 www.marqui.com 25
  • 26. Create email activity – adding a landing page 6/16/2009 www.marqui.com 26
  • 27. Using Google Website Optimizer to test landing pages 6/16/2009 www.marqui.com 27
  • 28. Using GWO to test landing page effectiveness 6/16/2009 www.marqui.com 28
  • 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. 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. 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