Getting the Payoff from Direct Response MailPresentation Transcript
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
timing of drops, number of drops, legal
subject line, voice, call to action, message
Basics of Email Marketing 4
Timing of drops
Shoot for Tues-Thurs afternoon send times for B2B.
Evenings for B2C – day depends.
Number of drops
Limit sends to every 10-14 days
10% bounce rate (undeliverable)typical
Improve deliverability with email authentication #1
High image, low text ratio can trigger spam filters
Using font larger or smaller than 10-12 point flags spam
These words or symbols can cause havoc:
Lots of !!!! or $$$$
Recognizable “from” name. Will need multiple.
Subject is brief (20-50 characters)
Highlights value, immediacy and offering. No guessing.
How we build trust.
Tendency to speak sales (vague, superlatives).
Speak to a person in their “language”.
Make a positive emotional/ brand connection.
Call to Action
Clear and simple. Understand within 5-10 seconds.
Repeat. Beginning, middle, end and sidebar.
Action plus immediacy (do this now).
Clear, straightforward message in first 90 words.
Compelling facts only. No fluff.
HTML vs Plain Text. Use multi-part formatting.
Segmented campaigns produce at least 30% more opens and 50% higher CTR than undifferentiated messages.
Avoid list burn-out.
Start with the list
geographic, behaviorial, purchase history, time of open
In the subject line can be helpful.
A Brief Walk-Through Step 3. Clicked
Step 1. Message is Received Subject Line and From are doing the work
Recognize the sender.
Subject is brief.
Subject highlights clear value.
Subject is timely.
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
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
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
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
Campaign Standard 21
Campaign Standard 22
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
Overall Email Send Statistics
28 Individual Email Send Statistics
Automated List Segmentation
Web Tracking through the Cloud Website
IP lookup let us know companies/ competitors are on and what they did.
Refer data tells us what was searched to get to us.
Progressive form capture moves anon visitor to individual.
Synchronized by email with CRM.
Prospect Web Tracking Report Pardot syncs to Sugar CRM
Tracker click (from a Prospect Insight email, plug-in email, or a third-party email that includes a tracking parameter): +3 points
Visitor session: +3 points
Visitor page view: +1 point (if not customized)
Visitor page view specific pages: +5 points
Opportunity created: +50 points
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
Monthly bits of information
Segmented information (xchange, mobile, omniture)
Conversional, helpful tidbits
Rule of 29
Drip Campaign Examples 35
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.