Online Marketing Summit SEATTLE| JUNE2010 Getting the Payoff from Direct Response Mail Allison Hartsoe Vice President of Analytics Semphonic
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
Basics of Email Marketing 3 Some rules can be bent, others can be broken.
There is not one “right” way, but here are some good places to start: Mechanics
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
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
Campaign Standard 16 Standards help you go the distance.
To track multiple campaigns: Create a systematic standard Tag your links Campaign Standard 17
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
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
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
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
Marketing Automation Tools 23 I swear, I will not kill anyone.
Running an Automated System 24 Web Emails Marketing Database CRM Database Salesforce.com Sugar Marketo Pardot Salesfusion Genius many more
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
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
Running an Automated System 36 Web Emails Marketing Database CRM Database Salesforce.com Sugar Marketo Pardot Salesfusion Genius many more
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
Discussion: Your Strategy 38 You’re so money and you don’t even know it.