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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
      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
    • 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

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