Using Email To Promote Webinars
 

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Using Email To Promote Webinars Presentation Transcript

  • 1. Using Email to Promote Your Webcasts
    July 2009
  • 2. Agenda – Using Email to Promote Your Webcasts
    Role of Email in Your Webcast Program
    List Building/Opt-in Forms
    Deliverability
    Design/Content Approaches
    Email Tools/Features
    Measurement/Testing
    Q & A
  • 3. Role of Email/Samples
  • 4. Role of Email to Support Webcasts
    Drive registrations
    Increase attendance (live Webinars)
    Distribute presentation/archived versions
    Lead nurture content
    On-going Webinar interest
  • 5. Webinar Emails - Types
    Invitation
    Confirmation
    Reminder
    Follow-Up
    Lead Nurturing
    Webinar “Channel”
  • 6. Invitation
  • 7. Confirmation
  • 8. Reminder
  • 9. Follow-Up – Thanks for Attending
  • 10. Nurture Email – Incorporate Webinars
  • 11. List Building/Opt-in Forms
  • 12. Drive People to Your Opt-in Page
  • 13. Web Site Promotion
  • 14. Webinar Pages
  • 15. Promote With Blog Posts
  • 16. Sponsored Emails
  • 17. Your Regular Newsletter
  • 18. Create Webinar/WP Email Channel
  • 19. Registration Forms
    • Don’t ask for too much, too soon
    • 20. Think progressive
    • 21. Ask for what you need and what you will use
    • 22. But plan for lead scoring/nurturing
  • Deliverability
  • 23. The Report Spam Button
  • 24. Deliverability Questions
    Are your emails authenticated?
    Are you maintaining a good sender reputation?
    Do you have good list hygiene practices?
    Are you monitoring blacklists?
    Are you minimizing design, coding and content issues?
  • 25. 3 Main Types of Authentication
    Sender Policy Framework (SPF)
    Compares the sending mail server's IP address to the list of authorized sending IP addresses published by the sender domain's owner
    SenderID
    Attempts to verify that the from domain allows email from a specific IP or IPs
    Domain Key Identified Mail (DKIM)
    Uses keys to encrypt / decrypt a part of the header
  • 26. Authentication By ISP
  • 27. Reputation - How do ISPs perceive your mailing habits?
    Do you honor the ISPs technical requirements?
    The number of messages per day/hour/minute?
    List hygiene
    Complaints
    What do you do with them?
    Bad addresses
    How many times do you send to addresses that don’t exist?
    Spam Traps
    “Honeypot” – old addresses
  • 28. Reducing SPAM Complaints – Deliverability Job #1
    Avoid content that looks or sounds “spammy”
    Don’t over mail! Stick to the frequency you promised at opt-in
    Don’t send email that recipients didn’t explicitly request
    Choose your sender name carefully—use your most recognized and expected brand
    Have an “Update Preferences” link in every email to make it easy for recipients to update their preferences
    Make your unsubscribe process easy, obvious and trustworthy
    A good rule of thumb is to stay below 0.3% for each ISP
  • 29. Blacklists
    There are HUNDREDS of blacklists
    Three basic types
    IP based
    Domain based
    URL based
    Your ESP should monitor for you
    Monitoring tools
    Pivotal Veracity, Return Path
  • 30. SpamAssassin Rules – Use as a “Guide”
    http://spamassassin.apache.org/tests.html
  • 31. A Few HTML/Content Don’ts
    Don’t’ forget to create the text version
    Not including the text part of the message can cause some filters to treat your email as spam.
    Don’t have HTML errors:
    Most common HTML errors come from not having a closing </FONT> tag or having open <TD> or <TR> tags in the HTML
    Don’t go overboard with large fonts, exclamation points – anything that looks spammy
  • 32. Design & Content
  • 33. From Names – Simple & Recognized
    • Who are Brian McDonald and Celia Brown?
    • 34. Use simple, most recognized brand name
    • 35. Publishers, others should establish Webinar/events brand
    • 36. eMarketer FYI
    • 37. ClickZ Events
  • Subject Lines – Simple & Clear
    • Core title should be 50 characters or less
    • 38. Be creative
    • 39. Feel free to use a slightly different title
    • 40. Think “subject line” when determining Webcast title
    • 41. Use date for short notice
    • 42. Brand with Webinar/Webcast
  • Watch Subject Line Length
    • Are “Live” or “Invitation to…” critical?
    • 43. Core title should be 50 characters or less
    • 44. “The 7 Biggest Mistakes to Avoid When Running”
  • Simple Personalization
    First name
    Attend versus “sorry you were unable to attend”
  • 45. Multiple Calls to Action
    text
    text
    Image button
  • 46.
    • Share this
    • 47. Send 2 Friend
    • 48. Additional resources
    Social Sharing
  • 49. Good layout
    • 2-column
    • 50. Font colors
    • 51. Font size
    • 52. At-a-glance
    • 53. Takeaways
    • 54. Use of bullets
  • With Images Blocked
  • 55. Feels Squished
    • Speakers are hidden
    • 56. Copy is squished together
    • 57. Recording reminder is good
    • 58. Footer font is too small
    • Weak title
    • 59. Photo is nice touch, but poorly executed
    • “Questions” is good approach
    • 60. Takeaways
    • 61. About the presenter
    • 62. Related white paper
  • BlackBerry Email & Browser Experience
    Browser Version
    BlackBerryBrowser
    Email Version
    BlackBerry IS installed email client
    Original Email
  • 63. Cross-Platform Design Tips
  • 64. Timing/Cadence
    Day of Week/Time of Day
    Tues to Thursday generally best
    Mornings generally best
    Invites
    2-6 weeks out
    Reminders
    1-2 weeks out
    1-2 days out
    Day of
    Follow-up
    Within 1-3 days
  • 65. Email Technology Features
  • 66. Email Technology Features - Basic
    Personalization
    Forward to A Friend
    View Web Version
    Trigger-based emails
    Dedicated IP
    Deliverability/ISP Relations Staff
  • 67. Email Technology Features – More Advanced
    Survey Integration
    Share to Social Feature
    Rendering/Deliverability Monitoring
    CRM/SFA Integration
    Lead Scoring/Lead Nurturing
  • 68. Measurement & Improvement
  • 69. Measuring Success – Process Metrics
    Open rate
    Click-through rate
    Delivery/Bounce rate
    Spam complaint rate
    Unsubscribe rate
    Share rate
  • 70. Measuring Success – Output Metrics
    List size/Growth
    Registration rate
    Attendance rate
    Downloads/Views
    Leads generated
    Sales qualified leads
  • 71. Test, Test, Test - Examples
    Subject line approach
    Layout
    Personalization
    Copy style
    Social sharing
    Form fields - # and type
    Frequency and timing
  • 72. On Twitter: @Silverpop@SilverpopB2Bwww.slideshare.net/silverpopwww.silverpop.com
    Silverpop Engage B2B Marketing Automation