Email Marketing: Best Practices in a Multichannel, Multi-Device World


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Email Marketing: Best Practices in a Multichannel, Multi-Device World

  1. 1. Email Marketing: BestPractices in aMultichannel, Multi-Device WorldTuesday, April 30Sponsored by:
  2. 2. Our Sponsors
  3. 3. Christopher HosfordEast Cost Bureau ChiefBtoB & BtoBonline.comModerator
  4. 4. SubmitQuestionsHousekeeping
  5. 5. DownloadSlidesHousekeeping
  6. 6. TWEET#B2BWC
  8. 8. PanelPhil DolanCMONavicureAlison ShafferDirector-Marketing Operations and Analytics,Demand GenerationDell Inc.John DiStefanoResearch DirectorBtoB Magazine
  9. 9. John DiStefanoResearch DirectorBtoB MagazinePanelist
  10. 10. 10Email Marketing: An Established Channel EvolvesWebinar SlidesApril 2013
  11. 11. BtoB magazine2012 Mix of Online Budgetn=366Source: BtoB magazine 2013 Marketing Outlook: Marketing Plans and PrioritiesDecember 2012
  12. 12. BtoB magazineChallenges and OpportunitiesN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Challenges and Opportunities
  13. 13. BtoB magazineTactics to Improve Email MarketingN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Tactics to Improve Email Marketing
  14. 14. BtoB magazineMost Important Purpose of Email ProgramN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Most Important Purpose of Email Program
  15. 15. BtoB magazineAnnual Email MarketingN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Average: $77,000
  16. 16. BtoB magazineEmail Marketing Change 2013N=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Email Marketing Change in 2013
  17. 17. BtoB magazineSatisfaction with EmailMarketing (Non-Newsletters)N=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013Satisfaction with Email Marketing (Non Newsletters)How satisfied are you and your management team with your current email marketing results(NOT including email newsletters) in terms of meeting your goals and expectations? Please use ascale of 1 to 10 where 1 is “Not at all satisfied” and 10 is “Very satisfied.”
  18. 18. BtoB magazineSatisfaction with EmailMarketing (Newsletters)N=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  19. 19. BtoB magazineSteps to Improve DeliverabilityN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  20. 20. BtoB magazineCustomer Behaviors to Trigger EmailCustomer Behaviors to Trigger EmailN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  21. 21. BtoB magazineIncorporate Promotional Marketingin Transactional MessagesN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  22. 22. BtoB magazineFinal Authority over EmailMarketing ListN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  23. 23. BtoB magazineMost Important Positive Effect that SocialMedia Marketing has on Email MarketingN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  24. 24. BtoB magazineMost Important Email Marketing MetricN=424Source: BtoB magazine: Email Marketing Benchmarks, March 2013
  25. 25. Phil DolanCMONavicurePanelist
  26. 26. Navicure CMO for past six yearsBrand management and Sales: Colgate, Heineken, Coca-Cola, SanofiNavicure is healthcare technology  billing softwareHospitals and practices: insurance payer receivables is primary revenueMedical claims clearinghouse: facilitate data transactionsWrap around transactions functionality that speeds the revenue cycleValue proposition for managing medical claims:Increasing and speeding revenue from insurance and patientsReducing cost via staff productivityReducing staff stress by automating complex processes; providing primo serviceFounded in 2001; Duluth, GA headquarters; 225+ employees$60M+ in revenue; 40%+ growth/ year since 2007
  27. 27. Business Model & Go-to-Market StrategySaaS subscription: flat fee/ healthcare provider/ monthNavicure manages all sales opportunities directlyLead generation:Direct: Marketing and SalesIndirect: Electronic Medical Record/ PM system partnersRevenue growth primarily from new client acquisitionAdditional revenue growth from upselling current clientsChannelSalesOpportunities ClientsUpsell
  28. 28. Marketing Solutions1. Brand awareness andunderstanding prior to buyingcycle2. Brand consideration andpreference during buying cycleMarketing Challenges & SolutionsChallenges1. Complacency, ignoranceabout differentiatedsolutions2. Channel dependency:• “Transition” and compatibility:key qualificationsPhilosophy:Permission-marketing (is like dating)Prospects buy on their timetable, not oursEstablish report, trust, preference prior to buying cycle- WIIFM
  29. 29. Marketing Strategy & ResultsRevenue2007 2013~$9MM~$63MM2008 2009 2010 2011 20121. Research: Where are we?2. Brand awareness:• Advertising: Print/ Digital• PR• Tradeshows• PPC Ads3. Understanding:• Website• Educational content• Lead nurturing• Direct mail4. Consideration:• Telemarketing• Channel expansion• Sales coverage• Awards (PR)5. Preference/ Conversion:• Collateral expansion• Educational events• Channel partner marketing• Marketing partners6. Upsell:• Client Solutions Team• Leveraging Client Service• Direct mail tactics• Lead Nurturing• Webinars7. Retention & Referral:• Email• Direct mail• Mixed client/ prospect events• Marketing partners (training)Marketing Pipeline
  30. 30. Step #1: Set annual objectives for marketing funnel stagesAnonymous: AwarenessKnown (Emails): UnderstandingEngaged (Leads):UnderstandingMarketing Lead:ConsiderationQualifiedMarketingLead:PreferenceAdvertisingPRSearchTrade ShowsWebsiteBlogWhitepapersWebinars/ PodcastsDirect MailEventsMicrositeTelemarketing (Business Dev. Reps)Client TestimonialsChannelSales CoverageCollateral, e.g. videoCase StudiesWebinarsClient TestimonialsCollateralCase StudiesWebinars
  31. 31. Step #2: Team Infrastructure- Capability & CapacityContent Creation(Fuel)Whitepapers ICD10HubBlogContentMediaRelations(ArticleReprints)Webinar &PodcastContentandSpeakersWebsiteContent Packaging andDelivery(Engine)SearchEngineMarketingInvitationsProspect &Client BlogsLandingPagesEventExecutionObjective is to start quickly and maintain momentum
  32. 32. Step #3: Push & Pull Lead Nurturing PlanPush (on our timetable)Live webinarsBlog updatesEvent invitationsTelemarketingChannel partnersSalespeoplePull (on prospect’s timetable)Trigger-based lead nurturingWebsite• Video, whitepapers, webinars,collateral, etc.Non-Branded Microsite• Educational content, Twitter feed,blog, etc.Paid search advertising• Demo requests, whitepapers, etc.
  33. 33. MarketingTelemarketingSalesStep #4: Lead Scoring- not all signals are created equal
  34. 34. Step #5: Monitoring and ManagementFollowing leads through their revenue cyclePlan what you expect of each campaignMeasure ROI• Must consider sales opportunity and deal (bookings or revenue) attribution method• Improve forecasting based of past and current trendsAnalyze where leads are getting stuck in the pipe and unclogSet annual goals but no real beginning and end to this dynamic process
  35. 35. SummaryMarketing is like dating:Buyer/ seller each on their own timelinesContinuously gauge interest and buying signals; deliver what the selleris seeking at the right timeKeys to success:Ensuring “recency” (top of mind) and interactivityFilling the marketing funnel early and often• You want time to be your friend, not your enemyEstablishing trust and value BEFORE buying cycle beginsNot selling too early or skipping steps (cheating) can alienate buyerbefore buying cycle even begins
  36. 36. Alison ShafferDirector-Marketing Operations andAnalytics, Demand GenerationDell Inc.Panelist
  37. 37. Thanks for Having Me Today!• Alison Shaffer, CIPP/US• Data Strategy & Governance, Big Data Analytics,Demand Generation, Marketing Operations,Database Marketing, Email Deliverability,Privacy and ComplianceDell SoftwareGroup
  38. 38. Email is an Important ToolWe use email to: support the overall lead generation strategy• Shortens buying cycle• “warm” follow up• Leverages online presence– Organic, search, website, hosted content,partners• Opportunity to collect behavioral data
  39. 39. Focus on Engagement• Drive interaction between customer/prospectand brand• Encourage behavior so customer/prospectbecomes an active participant• Dependent on type of buying cycle
  40. 40. A Few Types of Engagement Emails1. Newsletters2. Follow Up Message3. Usage Encouragement
  41. 41. Newsletters• Great opportunity to featurespecific content and productintroductions• Collect click/usage data
  42. 42. Newsletters• Focus on company specific information oraggregate from the industry• Click data can help determine customer interest
  43. 43. Newsletters• Test multiple formats, and make sure they’reuser friendly
  44. 44. Follow Up MessagingTest multiple offers to determine relevancyand demandDemoWhitepaper
  45. 45. Follow Up MessagingLive WebcastLive Demo
  46. 46. Follow Up Messaging• Encourage continued behavior with CTA
  47. 47. Usage Encouragement• Show users how to use more of the product• Remind them of capabilities and benefits
  48. 48. Usage Encouragement
  49. 49. Leverage Unique Creative Approaches• Clever and relevant headlines andimages can increase open and readrate
  50. 50. Don’t Forget About the Subject LineAccording to the website• Including an offer expiration date in the subject line,increases open rates by 22%• The word/s exclusive, private, preview or invitationin the subject line, increases open rate by 14%
  51. 51. Test and Have Fun
  52. 52. Thank You
  53. 53. Q&A