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Getting the Payoff from Direct Response Mail

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  • We are lured in to the false sense of security we receive when we're told the "right way" to do things. Unfortunately, there is no one right way that works every time for every email marketer.However, you can take a consistent, scientific approach to email marketing optimization that ensures you focus on the right (and most profitable) areas for your organization, while tuning each aspect to best communicate with the specific needs of your current and desired audience.marketing Experiments journal
  • People trust that you are not going to waste their time with messages that do not offer them value – each email you send puts that trust in jeopardy – so limit your sends.Newsletters are great if people are really interested in what you have going on – be realistic about that evaluationOnly send messages to people you can reasonably expect to act on it – no long shots!
  • Colors Add sender id to DNS recordemail authentication.
  • Yet so many marketers drop any commonality they may naturally have with their audience and start speaking in a sales voice, complete with vague terms and outlandish boasts. You're not just a marketer, you're a person. They're not just a prospective customer, they're a person. Find your middle ground and have an open, honest discussion. Speak their language. Shorter subject lines optimize open rates, longer optimize click throughs. Don’t agree w this. Brand examples: Geiko, Priceline.
  • Yet so many marketers drop any commonality they may naturally have with their audience and start speaking in a sales voice, complete with vague terms and outlandish boasts. You're not just a marketer, you're a person. They're not just a prospective customer, they're a person. Find your middle ground and have an open, honest discussion. Speak their language. Shorter subject lines optimize open rates, longer optimize click throughs. Don’t agree w this. Text - readable, deliverable, accurate renderingHTML – better click through, tracking, aestheticsMost campaign programs have multi-part formatting (text + html) sends both at onceReturn path or LitmusApp for serious testing Content must include compelling facts ONLY – no fluff! Justify the need for you and nowClearly highlight calls to actionUse action and immediacy (Register Now, Buy Here, DO THIS!) Reader should be able to identify within 5-10 seconds what the message is telling them to do. Repeat Have a call to action in the beginning, middle and end of your message, and in a sidebar if appropriate.
  • Source: Marketing Sherpa 2009 Benchmark GuideSegmentation is good for everyone, the recipient gets something specific to them, you get a higher level of engagement and your list can get progressively more detailed based on response.1.Click throughs and open rates can be exponentially higher when segmentation is used properly2. Segmentation keeps you from offending or losing folks who your message doesn’t apply to3. Segmentation gives you better data about how a more qualified group of prospects reacts to your messageTime of open (broad groups 10-1 or 1-3)
  • Proper thought sequences are synchronized to the decision patterns of the recipient.If you put yourself in your prospect's shoes, you can see that that final desired action should be nothing more than a click. Your customers don't even want to read your emails, much less be sold to in the actual email.Any good conversation is a two-way street. So you can, by unfolding this discussion in a manner they are comfortable with, convince your audience to invest a click in this conversation. Once they've clicked, use your landing page and the rest of your site to actually sell. Content must include compelling facts ONLY – no fluff! Justify the need for you and nowClearly highlight calls to actionUse action and immediacy (Register Now, Buy Here, DO THIS!) Reader should be able to identify within 5-10 seconds what the message is telling them to do. Repeat Have a call to action in the beginning, middle and end of your message, and in a sidebar if appropriate.
  • People look at the senders name first, then the subject when deciding whether to open. Me: Add in the words that drop emails to the spam box.
  • Personal Introduction “Hi Wes”Gets to the point IMMEDIATELYWithin seconds you know what this is by glancing either at the sidebar or the first line of text.Personal SignoffPoint out calls to action in the intro, sidebar and conclusion. Buttons are GREAT!
  • Put the most important information (and call to action!) first.Personal touch generates positive sentiment – people want to feel important and like the idea that they are conversing with a person – not a machine.
  • Yet so many marketers drop any commonality they may naturally have with their audience and start speaking in a sales voice, complete with vague terms and outlandish boasts. You're not just a marketer, you're a person. They're not just a prospective customer, they're a person. Find your middle ground and have an open, honest discussion. Speak their language. Shorter subject lines optimize open rates, longer optimize click throughs. Don’t agree w this. Text - readable, deliverable, accurate renderingHTML – better click through, tracking, aestheticsMost campaign programs have multi-part formatting (text + html) sends both at onceReturn path or LitmusApp for serious testing Content must include compelling facts ONLY – no fluff! Justify the need for you and nowClearly highlight calls to actionUse action and immediacy (Register Now, Buy Here, DO THIS!) Reader should be able to identify within 5-10 seconds what the message is telling them to do. Repeat Have a call to action in the beginning, middle and end of your message, and in a sidebar if appropriate.
  • Highlight the MUCH higher clickthrough rate on the more segmented (smaller) sends (DC TT emails for customers were all “from” Phil rather than Semphonic)Correct, that was the strongest example. Most of those are from Gary, although the SJ Think Tank is from June and the Mobile is from Greg. What I would emphasize from this slide is the higher CTR for the smaller sends even more than the personal reply-to name.
  • Top Circles – Highlight CTR of offering the Fifth Floor Dinner – “Content Rules” – Offer something great and you’re going to get it opened (Personal email from Gary)Middle Circle – Highlight Greg AMA Webcast – first time people on that list received a message from us (him). High prior engagement = high CTR.Bottom Circles – Highlight higher CTR of identical email to different segments (Clients vs Prospects)
  • Examples of Segments – numbers rise as prospects identify themselves through action.Segments we want to subtract (Staff). Segments which incrementally build. Overall segments. Who can give me a segment?
  • Emails can be successfully used to business intelligence. Using Pardot allows us to track prospect activities, knowing these activities is particularly valuable if someone contacts or calls you – you can cut the (crap) and get right to the offering that you know that they are interested in.
  • Emails can be successfully used to business intelligence. Using Pardot allows us to track prospect activities, knowing these activities is particularly valuable if someone contacts or calls you – you can cut the (crap) and get right to the offering that you know that they are interested in.
  • Yet so many marketers drop any commonality they may naturally have with their audience and start speaking in a sales voice, complete with vague terms and outlandish boasts. You're not just a marketer, you're a person. They're not just a prospective customer, they're a person. Find your middle ground and have an open, honest discussion. Speak their language. Shorter subject lines optimize open rates, longer optimize click throughs. Don’t agree w this. Text - readable, deliverable, accurate renderingHTML – better click through, tracking, aestheticsMost campaign programs have multi-part formatting (text + html) sends both at onceReturn path or LitmusApp for serious testing Content must include compelling facts ONLY – no fluff! Justify the need for you and nowClearly highlight calls to actionUse action and immediacy (Register Now, Buy Here, DO THIS!) Reader should be able to identify within 5-10 seconds what the message is telling them to do. Repeat Have a call to action in the beginning, middle and end of your message, and in a sidebar if appropriate.
  • Targeting the right audience is key to getting response and protecting your listEven if someone doesn’t act on this specific message they should have a good feeling about your brand after reading your email.
  • Transcript

    • 1. Online Marketing Summit
      SEATTLE| JUNE2010
      Getting the Payoff from
      Direct Response Mail
      Allison Hartsoe
      Vice President of Analytics
      Semphonic
    • 2. Part One: Basics of Email Marketing
      - 10 minutes of PPT tutorial
      Part Two: Tracking Email Marketing
      - 10 minutes of Campaign standard
      Part Three: Marketing Automation Tools
      - 15 minutes of technology screen shots showing what drives our system.
      Part Four: Discuss Your Strategy
      Overview
      2
    • 3. Basics of Email Marketing
      3
      Some rules can be bent,
      others can be broken.
    • 4. There is not one “right” way, but here are some good places to start:
      Mechanics
      • timing of drops, number of drops, legal
      • 5. deliverability
      Content
      • subject line, voice, call to action, message
      Segmentation
      • why, where
      Basics of Email Marketing
      4
    • 6. Timing of drops
      • Shoot for Tues-Thurs afternoon send times for B2B.
      • 7. Evenings for B2C – day depends.
      Number of drops
      • Limit sends to every 10-14 days
      • 8. 10% bounce rate (undeliverable)typical
      Legal Compliance
      • Can-Spam Act
      • 9. Easy unsubscribe
      Mechanics
      5
    • 10. Deliverability
      • Improve deliverability with email authentication #1
      • 11. High image, low text ratio can trigger spam filters
      • 12. Using font larger or smaller than 10-12 point flags spam
      • 13. These words or symbols can cause havoc:
      • 14. money
      • 15. discounts
      • 16. free offers
      • 17. ALL CAPS
      • 18. Lots of !!!! or $$$$
      Mechanics
      6
    • 19. Subject Line
      • Recognizable “from” name. Will need multiple.
      • 20. Subject is brief (20-50 characters)
      • 21. Highlights value, immediacy and offering. No guessing.
      Voice
      • How we build trust.
      • 22. Tendency to speak sales (vague, superlatives).
      • 23. Speak to a person in their “language”.
      • 24. Make a positive emotional/ brand connection.
      Content
      7
    • 25. Call to Action
      • Clear and simple. Understand within 5-10 seconds.
      • 26. Repeat. Beginning, middle, end and sidebar.
      • 27. Action plus immediacy (do this now).
      Message
      • Clear, straightforward message in first 90 words.
      • 28. Compelling facts only. No fluff.
      • 29. HTML vs Plain Text. Use multi-part formatting.
      Content
      8
    • 30. Why?
      • Segmented campaigns produce at least 30% more opens and 50% higher CTR than undifferentiated messages.
      • 31. Avoid list burn-out.
      Where?
      • Start with the list
      • 32. geographic, behaviorial, purchase history, time of open
      • 33. In the subject line can be helpful.
      Segmentation
      9
    • 34. A Brief Walk-Through
      Step 3. Clicked
    • 35. Step 1. Message is Received
      Subject Line and From are doing the work
      • Recognize the sender.
      • 36. Subject is brief.
      • 37. Subject highlights clear value.
      • 38. Subject is timely.
      • 39. Subject is personalized. *
      From: Gary Angel
      Subject: Dinner with Semphonic in SF on June 16
      - 96% delivery rate / 75.86% open
      From: June Dershewitz
      Subject: Semphonic Brings Advanced Analytics Training to San Jose
      – 100% delivery rate / 18% open
    • 40.
    • 41.
    • 42. If you put yourself in your prospect's shoes, you can see that that final desired action should be nothing more than a click. Your customers don't even want to read your emails, much less be sold to in the actual email.
      – Marketing Experiments Online
      Use your landing page and the rest of your site to actually sell.
      Step 3. Link is Clicked
      From: Gary Angel
      Subject: Dinner with Semphonic in SF on June 16
      • 96% delivery rate / 75.86% open
      • 43. 41% click through rate
      From: June Dershewitz
      Subject: Semphonic Brings Advanced Analytics Training to San Jose
      – 100% delivery rate / 18% open
      - 3.77% click through rate
    • 44. 15
    • 45. Campaign Standard
      16
      Standards help you
      go the distance.
    • 46. To track multiple campaigns:
      Create a systematic standard
      Tag your links
      Campaign Standard
      17
    • 47. What goes into a standard?
      Type of marketing effort (email, banner, ppc)
      Business unit
      Audience / Target
      Version
      What does not go in?
      Date
      Confidential data
      Campaign Standard
      18
    • 48. Step 1: URLs need a Query String
      This is everything after the question mark (?)
      http://www.yoursite.com/landing_page.php?utm_campaign=fall-sale&utm_medium=banner&utm_source=boston.com&utm_content=text-only  
      http://www.yoursite.com/?wt.mc_id=ppc-prov_prosp-campaignxyz
      http://www.yoursite.com/?cid=bac-invid_prosp-joinnow
       
      Campaign Standard
      19
    • 49. Step 2: How to build the Query String
      Google accepts the following variables in the query string. The red variables are the most important:
      utm_campaign – the name of your marketing campaign. Keep it short and general.
      utm_medium – method of distribution. This might be all PPC now but you could extend this tracking to email campaigns, banner ads, etc.
      utm_source –who are you partnering with to push the message? Google, Yahoo, MSN, for example.
      utm_content – ad version. Often used for testing one version of text over another.
      utm_term – keyword. Google analytics will pull Adwords data through, but other engines will be lost unless you do further integrations.
       
       
      Campaign Standard
      20
    • 50. Step 3: Tag your links
      Any link anywhere which is part of your campaign should be tagged. For example:
      a PPC campaign run on Google might look like this:
      http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=google
      a PPC campaign on Yahoo might look like this:
      http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=yahoo&utm_term=dental-insurance  
      a newsletter campaign might look like this:
      http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=news&utm_source=campaigner&utm_term=dental-insurance  
       
       
      Campaign Standard
      21
    • 51.  
       
      Campaign Standard
      22
    • 52. Marketing Automation Tools
      23
      I swear, I will
      not kill anyone.
    • 53. Running an Automated System
      24
      Web
      Emails
      Marketing Database
      CRM Database
      Salesforce.com
      Sugar
      Marketo
      Pardot
      Salesfusion
      Genius
      many more
    • 54. Six Reasons Why We Use It
      Email sends and reports
      Segmentation by behavior and geography
      Full web tracking
      Automated lead scoring
      Grade the “ideal” prospect
      Nuture leads with daisy-chain campaigns
      Why use marketing automation?
      25
    • 55. Overall Email Send Statistics
    • 56.
    • 57. 28
      Individual Email Send Statistics
    • 58. Automated List Segmentation
    • 59. Web Tracking through the Cloud
      Website
      • IP lookup let us know companies/ competitors are on and what they did.
      • 60. Refer data tells us what was searched to get to us.
      • 61. Progressive form capture moves anon visitor to individual.
      • 62. Synchronized by email with CRM.
    • Prospect Web Tracking Report
      Pardot syncs
      to Sugar CRM
    • 63. Web Tracking in Real Time
      32
    • 64. 33
      Automated Lead Scoring
      • Form/form handler/landing page success: +50 points
      • 65. Form/form handler/landing page error: -5 points
      • 66. Site search query: +3 points
      • 67. Tracker click (from a Prospect Insight email, plug-in email, or a third-party email that includes a tracking parameter): +3 points
      • 68. Visitor session: +3 points
      • 69. Visitor page view: +1 point (if not customized)
      • 70. Visitor page view specific pages: +5 points
      • 71. Opportunity created: +50 points
      • 72. Opportunity lost: -100 points
    • Six Reasons Why We Use It
      Email sends and reports
      Segmentation by behavior and geography
      Full web tracking
      Automated lead scoring
      Grade the “ideal” prospect
      Nuture leads with drip campaigns
      What we are just starting to do
      34
    • 73.
      • Monthly bits of information
      • 74. Segmented information (xchange, mobile, omniture)
      • 75. Conversional, helpful tidbits
      • 76. Rule of 29
      Drip Campaign Examples
      35
    • 77. Running an Automated System
      36
      Web
      Emails
      Marketing Database
      CRM Database
      Salesforce.com
      Sugar
      Marketo
      Pardot
      Salesfusion
      Genius
      many more
    • 78. There is no one “right” way.
      Focus on building the relationship.
      Different relationships for segmented audiences.
      Aim to make your message something that generates recurring positive sentiment and response.
      Sell on the landing, not the email.
      Use automation tools to make the process easier.
      Set up address to check the actions of your rules.
      Key Takeaways
    • 79. Discussion: Your Strategy
      38
      You’re so money and you
      don’t even know it.
    • 80. Allison Hartsoe
      VP Analytics
      Semphonic
      www.semphonic.com
      ahartsoe@semphonic.com
      503-961-4443
      Twitter: @a8llison
      LinkedIn: http://www.linkedin.com/in/allisonhartsoe
      39
      Thank You
    • 81. Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit
      40