Using Email to Promote Your Webcasts<br />July 2009<br />
Agenda – Using Email to Promote Your Webcasts<br />Role of Email in Your Webcast Program<br />List Building/Opt-in Forms<b...
Role of Email/Samples<br />
Role of Email to Support Webcasts<br />Drive registrations<br />Increase attendance (live Webinars)<br />Distribute presen...
Webinar Emails - Types<br />Invitation<br />Confirmation<br />Reminder<br />Follow-Up<br />Lead Nurturing<br />Webinar “Ch...
Invitation<br />
Confirmation<br />
Reminder<br />
Follow-Up – Thanks for Attending<br />
Nurture Email – Incorporate Webinars<br />
List Building/Opt-in Forms<br />
Drive People to Your Opt-in Page<br />
Web Site Promotion<br />
Webinar Pages<br />
Promote With Blog Posts<br />
Sponsored Emails<br />
Your Regular Newsletter<br />
Create Webinar/WP Email Channel<br />
Registration Forms<br /><ul><li> 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</li></li></ul><li>Deliverability<br />
The Report Spam Button<br />
Deliverability Questions<br />Are your emails authenticated?<br />Are you maintaining a good sender reputation?<br />Do yo...
3 Main Types of Authentication<br />Sender Policy Framework (SPF)<br />Compares the sending mail server&apos;s IP address ...
Authentication By ISP<br />
Reputation - How do ISPs perceive your mailing habits?<br />Do you honor the ISPs technical requirements?<br />The number ...
Reducing SPAM Complaints – Deliverability Job #1<br />Avoid content that looks or sounds “spammy”<br />Don’t over mail! St...
Blacklists<br />There are HUNDREDS of blacklists<br />Three basic types<br />IP based<br />Domain based<br />URL based<br ...
SpamAssassin Rules – Use as a “Guide”<br />http://spamassassin.apache.org/tests.html<br />
A Few HTML/Content Don’ts<br />Don’t’ forget to create the text version<br />Not including the text part of the message ca...
Design & Content<br />
From Names – Simple & Recognized<br /><ul><li> Who are Brian McDonald and Celia Brown?
 Use simple, most recognized brand name
 Publishers, others should establish Webinar/events brand
eMarketer FYI
ClickZ Events</li></li></ul><li>Subject Lines – Simple & Clear<br /><ul><li> 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</li></li></ul><li>Watch Subject Line Length<br /><ul><li>Are “Live” or “Invitation to…” critical?
 Core title should be 50 characters or less
“The 7 Biggest Mistakes to Avoid When Running”</li></li></ul><li>Simple Personalization<br />First name<br />Attend versus...
Multiple Calls to Action<br />text<br />text<br />Image button<br />
<ul><li> Share this
 Send 2 Friend
 Additional  resources</li></ul>Social Sharing<br />
Good layout<br /><ul><li> 2-column
 Font colors
 Font size
 At-a-glance
Upcoming SlideShare
Loading in...5
×

Using Email To Promote Webinars

4,365

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
4,365
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
94
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • SP does all of these as an automatic
  • Using Email To Promote Webinars

    1. 1. Using Email to Promote Your Webcasts<br />July 2009<br />
    2. 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. 3. Role of Email/Samples<br />
    4. 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. 5. Webinar Emails - Types<br />Invitation<br />Confirmation<br />Reminder<br />Follow-Up<br />Lead Nurturing<br />Webinar “Channel”<br />
    6. 6. Invitation<br />
    7. 7. Confirmation<br />
    8. 8. Reminder<br />
    9. 9. Follow-Up – Thanks for Attending<br />
    10. 10. Nurture Email – Incorporate Webinars<br />
    11. 11. List Building/Opt-in Forms<br />
    12. 12. Drive People to Your Opt-in Page<br />
    13. 13. Web Site Promotion<br />
    14. 14. Webinar Pages<br />
    15. 15. Promote With Blog Posts<br />
    16. 16. Sponsored Emails<br />
    17. 17. Your Regular Newsletter<br />
    18. 18. Create Webinar/WP Email Channel<br />
    19. 19. Registration Forms<br /><ul><li> Don’t ask for too much, too soon
    20. 20. Think progressive
    21. 21. Ask for what you need and what you will use
    22. 22. But plan for lead scoring/nurturing</li></li></ul><li>Deliverability<br />
    23. 23. The Report Spam Button<br />
    24. 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. 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. 26. Authentication By ISP<br />
    27. 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. 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. 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. 30. SpamAssassin Rules – Use as a “Guide”<br />http://spamassassin.apache.org/tests.html<br />
    31. 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. 32. Design & Content<br />
    33. 33. From Names – Simple & Recognized<br /><ul><li> Who are Brian McDonald and Celia Brown?
    34. 34. Use simple, most recognized brand name
    35. 35. Publishers, others should establish Webinar/events brand
    36. 36. eMarketer FYI
    37. 37. ClickZ Events</li></li></ul><li>Subject Lines – Simple & Clear<br /><ul><li> Core title should be 50 characters or less
    38. 38. Be creative
    39. 39. Feel free to use a slightly different title
    40. 40. Think “subject line” when determining Webcast title
    41. 41. Use date for short notice
    42. 42. Brand with Webinar/Webcast</li></li></ul><li>Watch Subject Line Length<br /><ul><li>Are “Live” or “Invitation to…” critical?
    43. 43. Core title should be 50 characters or less
    44. 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. 45. Multiple Calls to Action<br />text<br />text<br />Image button<br />
    46. 46. <ul><li> Share this
    47. 47. Send 2 Friend
    48. 48. Additional resources</li></ul>Social Sharing<br />
    49. 49. Good layout<br /><ul><li> 2-column
    50. 50. Font colors
    51. 51. Font size
    52. 52. At-a-glance
    53. 53. Takeaways
    54. 54. Use of bullets</li></li></ul><li>With Images Blocked<br />
    55. 55. Feels Squished<br /><ul><li> Speakers are hidden
    56. 56. Copy is squished together
    57. 57. Recording reminder is good
    58. 58. Footer font is too small</li></li></ul><li><ul><li> Weak title
    59. 59. Photo is nice touch, but poorly executed</li></li></ul><li><ul><li> “Questions” is good approach
    60. 60. Takeaways
    61. 61. About the presenter
    62. 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. 63. Cross-Platform Design Tips<br />
    64. 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. 65. Email Technology Features<br />
    66. 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. 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. 68. Measurement & Improvement<br />
    69. 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. 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. 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. 72. On Twitter: @Silverpop@SilverpopB2Bwww.slideshare.net/silverpopwww.silverpop.com<br />Silverpop Engage B2B Marketing Automation<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×