www.ascendix.com                            Conference Call # 866.634.1106
                                               ...
Ascendix Technologies Webinar Series




    A few words about your host Ascendix Technologies
                           ...
Ascendix Technologies Webinar Series


E-Mail Marketing in the CRM portfolio
Ascendix Technologies Webinar Series




Email Marketing Best Practices

Guest Speaker – Rhonda Wunderlin
Director, Market...
“Customers’ buying

<<processes have evolved in
   our world of ubiquitous,
        instant, global
       communication

...
Marketing Today - Build Relationships




   $
 Acquisition            Retention              Development

           Meas...
Understanding Your Customer




  Interest                Evaluate                 Purchase

    Marketing Effectiveness D...
EMAIL
Design and Deliverability
It isn‟t just an email…
 From line
 Subject line
 Header
 Personalization
 Offer
 Creative/Image
 Landing Page
 Auto Respo...
The 3 Second Rule



                You have 3 – 5
             seconds to persuade
               your recipient to
    ...
Agenda
Step 1: Optimize Visibility
Step 2: Optimize Relevance
Step 3: Optimize Layout
Step 4: Ensure Compliance
Step 5: Te...
Step 1: Optimize Visibility


 From Line: Who is it from?

 Subject Line: Does it communicate value?

 Preview: How doe...
Who is it FROM?
 The FROM line is single most important element in
 building trust with recipient

 Opportunity to build b...
Leverage Company Brand & Match Signature




                                      14
From and Subject Lines

<<         Work Together…
      “80% of email recipients
     open their inbox, read the
       „f...
Subject Line Guiding Principles
1. Get to the point. Communicate value to recipient
   in first 35 characters.

2. Engage....
Subject Line Examples
Preview Panes
 What do horizontal and vertical preview panes have in common?




        Design for the common denominator!
Step 2: Optimize Relevance


 Value Proposition: Is it meaningful to recipient?

 Personalization: Does it match the rel...
Value Proposition: What is in it for me?




                                           20
Personalization: Build the Relationship




                                          21
Imagery - Engage
Images are visual
clues to engage and
inform recipient

Not just any old image
will do - images must
be r...
Tone – Speak Human not Corporate




                                   23
Tone – Good Copywriting
 Write for the customer, not for
 yourself!
 Get to the point! – use < 100 words
 Place primary ca...
Step 3: Optimize Layout

 Images Off: Can you still identify value prop?

 Eye Path: Where does your eye go with images ...
Reality: Images Off
 Be sure to also communicate
 value outside of images.
 Add a text-based link to a
 Web version of you...
Effective ALT Tags
Effective Designs for Disabled Images




                                        28
What Is Driving Mobile Email Adoption?
 Real-time responsiveness
 Increased productivity – not better, more convenient
   ...
View in Mobile Devices




                                   Blackberry




                                             ...
Targeting Mobile Recipients
 Don’t forget… up to 65% of your audience may be
 viewing email on mobile devices
 Stay true t...
Images On: What is the Eyepath?
 Squint Test: Close your
 eyes, open, and
 immediately identify
 first thing you see
 abov...
Rendering Across Email Clients
Step 4: Ensure Compliance

 Privacy Policy: Does the email adhere to your
  policies?

 Reputation: Is the email being r...
CAN-SPAM              http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm


1. E-mail communications that are a “trans...
Brand Reputation
  Deliverability Best Practice:
     Obtain clear consent
     List maintenance
  Sender Score is like a ...
Resources on Deliverability
  ReturnPath -
  http://www.returnpath.net/blog/whitepapers.php

  Deliverability Experts - ht...
Step 5: Test and Measure

 No absolutes: What’s working and what’s not
  working?

 Measuring: Are recipients engaging w...
Important Metrics
 Received rates: measure email list
 quality, health
 Open rates: measure subject / from
 line effective...
Benchmarks – Email Delivery




              http://bronto.com/stats#
Benchmarks – Email Opens




                           http://bronto.com/stats#
Benchmarks – Email Clickthrough




              http://bronto.com/stats#
No Best Time To Send




                                                        Source: eROI. Q3 2007 study


  Best day ...
Testing Answers Questions
 Is the messaging easy to understand?

 Is the call to action more compelling?

 What are barrie...
Getting Started
Decide WHAT to test
Test each element separately               Email A
  You can observe to what degree   ...
Sample Testing Matrix
                                                      Component Measure
                            ...
Step 6: Leveraging Response Activity

  Digital Body Language: Are my prospects and
   customers engaged with my brand?

...
Gain Visibility of Marketing Activity in CRM
Simple Nurturing: Auto-Responders
                      Use Them Everywhere!.
                      • Stay Top of Mind
   ...
Personalized Direct Mail to Landing Page
 Goal: capture new leads to a “preview
 weekend”
 Solution: Direct Mail with a PU...
Best Practices in Lead Nurturing
 Keep it simple to start                              Email 1

 Provide value-added conte...
Leveraging Digital Body Language
                               Contact
                          Activity Overview
Expected Results
 Improve conversion rate for leads to contacts
 (more qualified leads)
 Improved quality in all leads wor...
The Power to Succeed

FURTHER
                      T
        External      E    Internal
                      C
        ...
Rhonda Wunderlin
   Director, Marketing
      Best Practices &
    Training at Eloqua




rhonda@eloqua.com
    Twitter: @...
Ascendix Technologies Webinar Series




Q &A
Ascendix Technologies Webinar Series



To download the presentation from today’s
webinar go to:
ftp.ascendix.net

Please ...
Getting to the inbox: email best practices
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Getting to the inbox: email best practices

  1. 1. www.ascendix.com Conference Call # 866.634.1106 Code 469.916.8280 Getting to the inbox Email Marketing BEST PRACTICES
  2. 2. Ascendix Technologies Webinar Series A few words about your host Ascendix Technologies Wes Snow Co-founder/Partner Ascendix Technologies, Inc. • Founded in 1996 • Located in Dallas, TX • CRM is all we’ve done for the past 13 years • Over 75 years of collective experience in project management, development, training and implementation • 2008 President’s Club Member for Microsoft • Business partner w/ MSCRM and Sage SalesLogix products • Developer of Real Estate AdvantageTM and other productivity tools on the Microsoft Dynamics CRM platform • Developer of Sponsor AdvantageTM on the Sage SalesLogix platform
  3. 3. Ascendix Technologies Webinar Series E-Mail Marketing in the CRM portfolio
  4. 4. Ascendix Technologies Webinar Series Email Marketing Best Practices Guest Speaker – Rhonda Wunderlin Director, Marketing Best Practices and Training @ Eloqua
  5. 5. “Customers’ buying <<processes have evolved in our world of ubiquitous, instant, global communication … but companies’ selling processes have for the most part stayed the same.” - Thomas Stewart, Editor Harvard Business Review August, 2006 Issue Editorial
  6. 6. Marketing Today - Build Relationships $ Acquisition Retention Development Measured and Managed Cost Effectively
  7. 7. Understanding Your Customer Interest Evaluate Purchase Marketing Effectiveness Determines Volume and Velocity
  8. 8. EMAIL Design and Deliverability
  9. 9. It isn‟t just an email… From line Subject line Header Personalization Offer Creative/Image Landing Page Auto Responder
  10. 10. The 3 Second Rule You have 3 – 5 seconds to persuade your recipient to take action. 10
  11. 11. Agenda Step 1: Optimize Visibility Step 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Test and Measure Step 6: Leveraging Marketing Response Activity
  12. 12. Step 1: Optimize Visibility  From Line: Who is it from?  Subject Line: Does it communicate value?  Preview: How does it render in preview pane? 12
  13. 13. Who is it FROM? The FROM line is single most important element in building trust with recipient Opportunity to build brand recognition – always have the company brand in the FROM line. If someone will personally be following up – introduce the person to build name recognition. TEST and be consistent. From: Eloqua From: Jane Doe, Eloqua From: Jane, Eloqua From: Jane with Eloqua
  14. 14. Leverage Company Brand & Match Signature 14
  15. 15. From and Subject Lines << Work Together… “80% of email recipients open their inbox, read the „from‟ line and then the „subject‟ line, and then delete. Then, they read the remaining emails in their inbox.” - Digital Impact Study -
  16. 16. Subject Line Guiding Principles 1. Get to the point. Communicate value to recipient in first 35 characters. 2. Engage. Provide a sense of urgency and prompt them to open the e-mail immediately. 3. Be relevant. Speak to the needs and interests of your recipients as individual people. 4. Build trust. Do not over promise or mislead. This can destroy trust and damage your brand.
  17. 17. Subject Line Examples
  18. 18. Preview Panes What do horizontal and vertical preview panes have in common? Design for the common denominator!
  19. 19. Step 2: Optimize Relevance  Value Proposition: Is it meaningful to recipient?  Personalization: Does it match the relationship?  Imagery: Does it engage or repel recipient?  Tone: Does it reduce anxiety or read like fine print? 19
  20. 20. Value Proposition: What is in it for me? 20
  21. 21. Personalization: Build the Relationship 21
  22. 22. Imagery - Engage Images are visual clues to engage and inform recipient Not just any old image will do - images must be relevant to value prop Scanning clusters around discontinuity – i.e. bolding or highlighting
  23. 23. Tone – Speak Human not Corporate 23
  24. 24. Tone – Good Copywriting Write for the customer, not for yourself! Get to the point! – use < 100 words Place primary call-to-action links above the fold Write short sentences: easy to scan, punchier, more active Use benefit-oriented subheads Use bullets to capture value proposition “So-What?” Use this repeatedly to help you get to the real message
  25. 25. Step 3: Optimize Layout  Images Off: Can you still identify value prop?  Eye Path: Where does your eye go with images on?  Call-To-Action: Is it clear and accessible?  Layout: How does it render across email clients? 25
  26. 26. Reality: Images Off Be sure to also communicate value outside of images. Add a text-based link to a Web version of your design at the top of your e-mail. Use ALT Text to describe all images. Always add the height and width to the image to ensure the placeholder doesn't throw your design out. Test your design with images turned off before you send it.
  27. 27. Effective ALT Tags
  28. 28. Effective Designs for Disabled Images 28
  29. 29. What Is Driving Mobile Email Adoption? Real-time responsiveness Increased productivity – not better, more convenient Divided attention Source: Exact Target, Email Marketing for the Third Screen
  30. 30. View in Mobile Devices Blackberry iPhone HP / Toshiba
  31. 31. Targeting Mobile Recipients Don’t forget… up to 65% of your audience may be viewing email on mobile devices Stay true to permission Sender and subject lines Get your message flagged for follow-up • First screen shows average of 100 characters; approximately 20-25 words Leverage the text version Think about how you use links TEST!!!
  32. 32. Images On: What is the Eyepath? Squint Test: Close your eyes, open, and immediately identify first thing you see above the fold. Is it the value prop? Start to identify where the eye drifts positively and negatively to optimize layout.
  33. 33. Rendering Across Email Clients
  34. 34. Step 4: Ensure Compliance  Privacy Policy: Does the email adhere to your policies?  Reputation: Is the email being received / read? 34
  35. 35. CAN-SPAM http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm 1. E-mail communications that are a “transaction or relationship message” Do not require an opt-out function Do not have to include the disclosures that apply relationship messages. 2. E-mail communications that are NOT a “transaction or relationship message” Have Opted-in • Must include a functioning return e-mail address • Must contain an opt-out function Sent to recipient without the recipient’s prior affirmative or implied consent • Must include clear notice that the e-mail is an advertisement • Must include a valid physical postal address of the sender • Must contain an opt-out function
  36. 36. Brand Reputation Deliverability Best Practice: Obtain clear consent List maintenance Sender Score is like a credit score, it is an indication of the trustworthiness of an email source. www.senderscore.org
  37. 37. Resources on Deliverability ReturnPath - http://www.returnpath.net/blog/whitepapers.php Deliverability Experts - http://blog.deliverability.com Sender Score Certified - www.senderscorecertified.com ISIPP (Institute for Spam and Internet Policy) - www.isipp.com Goodmail Systems - www.goodmailsystems.com Pivotal Veracity - www.pivotalveracity.com Word to the Wise - www.wordtothewise.com
  38. 38. Step 5: Test and Measure  No absolutes: What’s working and what’s not working?  Measuring: Are recipients engaging with my communication?  Testing: How do I optimize results? 38
  39. 39. Important Metrics Received rates: measure email list quality, health Open rates: measure subject / from line effectiveness Click-through rates: measure interest in offer Click to Open rates: measure effectiveness of email once opened Unsubscribe rates: measure interrupt rule compliance and personalize effectiveness Bounce rate: large volumes of hard bounces can indicate problems like bad data hygiene, poor sign-up practices that accept invalid e-mail addresses, and ISPs blocking your domains
  40. 40. Benchmarks – Email Delivery http://bronto.com/stats#
  41. 41. Benchmarks – Email Opens http://bronto.com/stats#
  42. 42. Benchmarks – Email Clickthrough http://bronto.com/stats#
  43. 43. No Best Time To Send Source: eROI. Q3 2007 study Best day for “opens” is not necessarily the best day for “clicks”. Analyze your web logs to see when people are choosing to use your web site. If you look at the last 6 months you’ll discover busy times. It is a fair conclusion that this is your preferred time to send. You must be aware that previous email promotions may have skewed your results.
  44. 44. Testing Answers Questions Is the messaging easy to understand? Is the call to action more compelling? What are barriers for prospects to convert to a lead? Do prospects understand the offer and find it valuable? Which topics resonates the best with this segment?
  45. 45. Getting Started Decide WHAT to test Test each element separately Email A You can observe to what degree Offer A on Landing Page response differs to that variation A Results: Set up a control group and a 30% Open 5% CTR test group 20% Inquiries Use 5-10% of your list Determine which variable showed the best results Email B Average responses will come within Offer B on Landing Page 24 – 48 hours B Results: Use the variable with the best results 35% Open for the remaining list recipients 7% CTR 25% Inquiries
  46. 46. Sample Testing Matrix Component Measure Opens Clicks Unique Form Revenue Visitors Submissions A B A B A B A B A B Subject Line Email Signature Offer Alternative Experience Layout / Design Day Sent Time Sent Headline Content / Messaging Landing Page
  47. 47. Step 6: Leveraging Response Activity  Digital Body Language: Are my prospects and customers engaged with my brand?  Nurturing: How do I help my prospect through the decision process?  Sales: How do I leverage marketing activity to drive revenue? 47
  48. 48. Gain Visibility of Marketing Activity in CRM
  49. 49. Simple Nurturing: Auto-Responders Use Them Everywhere!. • Stay Top of Mind • Drive them to related content/ events • Serves as a good reference for user
  50. 50. Personalized Direct Mail to Landing Page Goal: capture new leads to a “preview weekend” Solution: Direct Mail with a PURL (Personalized URL). Recipients land on this PURL page as printed on the DM piece. Custom content based on segments (i.e. price specials differ by geo)
  51. 51. Best Practices in Lead Nurturing Keep it simple to start Email 1 Provide value-added content Relevant – based on lead’s activity / profile 7 days Timely Automate the program; provide a real-time feed Email 2 from different lead sources Include explicit “hand raise” opportunities as secondary CTAs 14 days Track online activity to determine when a lead’s interest has increased Direct Mail 3 Measure, measure, measure!
  52. 52. Leveraging Digital Body Language Contact Activity Overview
  53. 53. Expected Results Improve conversion rate for leads to contacts (more qualified leads) Improved quality in all leads worked by Sales No lead leakage; follow-up to all leads (after an event for example) Extracting more value from existing leads database Source: Forrester Open Avg. Avg. rate CTR Conversion Untargeted broadcast emails 20% 9.5% 1.1% Lifecycle messaging campaigns 26% 9.3% 2.3% Clickstream-based campaigns 33% 14% 3.9%
  54. 54. The Power to Succeed FURTHER T External E Internal C H PEOPLE N PROCESS O L Interactions O Relevance G Y FASTER
  55. 55. Rhonda Wunderlin Director, Marketing Best Practices & Training at Eloqua rhonda@eloqua.com Twitter: @rhonda
  56. 56. Ascendix Technologies Webinar Series Q &A
  57. 57. Ascendix Technologies Webinar Series To download the presentation from today’s webinar go to: ftp.ascendix.net Please use Windows Explorer or File Explorer, not Internet Explorer. To get to Windows Explorer, Right Click on Start, then click on Explore. In the Address type in ftp.ascendix.net When prompted enter the following: User: webinar0225 Password: email For those who were not able to listen in to the audio, please note that this webinar was recorded and will be made available on the site above. To contact Ascendix Technologies, please contact Marissa Hernandez at: mhernandez@ascendix.com or (972)889-8090 ext. 280

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