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Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
Using Email To Promote Webinars
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Using Email To Promote Webinars

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  • SP does all of these as an automatic
  • Transcript

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

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