Using Email To Promote Webinars

Using Email to Promote Your Webcasts
July 2009

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

Role of Email/Samples

Role of Email to Support Webcasts
Drive registrations
Increase attendance (live Webinars)
Distribute presentation/archived versions
Lead nurture content
On-going Webinar interest

Webinar Emails - Types
Invitation
Confirmation
Reminder
Follow-Up
Lead Nurturing
Webinar “Channel”

Invitation

Confirmation

Reminder

Follow-Up – Thanks for Attending

Nurture Email – Incorporate Webinars

List Building/Opt-in Forms

Drive People to Your Opt-in Page

Web Site Promotion

Webinar Pages

Promote With Blog Posts

Sponsored Emails

Your Regular Newsletter

Create Webinar/WP Email Channel

Registration Forms
Don’t ask for too much, too soon
Think progressive
Ask for what you need and what you will use
But plan for lead scoring/nurturing

Deliverability

The Report Spam Button

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?

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

Authentication By ISP

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

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

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

SpamAssassin Rules – Use as a “Guide”
http://spamassassin.apache.org/tests.html

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

Design & Content

From Names – Simple & Recognized
Who are Brian McDonald and Celia Brown?
Use simple, most recognized brand name
Publishers, others should establish Webinar/events brand
eMarketer FYI
ClickZ Events

Subject Lines – Simple & Clear
Core title should be 50 characters or less
Be creative
Feel free to use a slightly different title
Think “subject line” when determining Webcast title
Use date for short notice
Brand with Webinar/Webcast

Watch Subject Line Length
Are “Live” or “Invitation to…” critical?
Core title should be 50 characters or less
“The 7 Biggest Mistakes to Avoid When Running”

Simple Personalization
First name
Attend versus “sorry you were unable to attend”

Multiple Calls to Action
text
text
Image button

Share this
Send 2 Friend
Additional resources
Social Sharing

Good layout
2-column
Font colors
Font size
At-a-glance
Takeaways
Use of bullets

With Images Blocked

Feels Squished
Speakers are hidden
Copy is squished together
Recording reminder is good
Footer font is too small

Weak title
Photo is nice touch, but poorly executed

“Questions” is good approach
Takeaways
About the presenter
Related white paper

BlackBerry Email & Browser Experience
Browser Version
BlackBerryBrowser
Email Version
BlackBerry IS installed email client
Original Email

Cross-Platform Design Tips

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

Email Technology Features

Email Technology Features - Basic
Personalization
Forward to A Friend
View Web Version
Trigger-based emails
Dedicated IP
Deliverability/ISP Relations Staff

Email Technology Features – More Advanced
Survey Integration
Share to Social Feature
Rendering/Deliverability Monitoring
CRM/SFA Integration
Lead Scoring/Lead Nurturing

Measurement & Improvement

Measuring Success – Process Metrics
Open rate
Click-through rate
Delivery/Bounce rate
Spam complaint rate
Unsubscribe rate
Share rate

Measuring Success – Output Metrics
List size/Growth
Registration rate
Attendance rate
Downloads/Views
Leads generated
Sales qualified leads

Test, Test, Test - Examples
Subject line approach
Layout
Personalization
Copy style
Social sharing
Form fields - # and type
Frequency and timing

On Twitter: @Silverpop@SilverpopB2Bwww.slideshare.net/silverpopwww.silverpop.com
Silverpop Engage B2B Marketing Automation

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Using Email To Promote Webinars

by Silverpop on Aug 04, 2009

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Using Email To Promote Webinars — Presentation Transcript