Lifecycle Emails

1,064 views
933 views

Published on

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

No Downloads
Views
Total views
1,064
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
50
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Lifecycle Emails

  1. 1. Lifecycle Emails: What & Why
  2. 2. First a bit of background…
  3. 3. Majority is not “ready to buy” yet Majority Ready to Buy Never Buy
  4. 4. Influencing Behavior for Conversion(Opportunity - Concerns) + Movement Readiness + Call to Action
  5. 5. Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
  6. 6. Source: http://blog.apelletier.com/2009/09/lead-nurturing-step-1-review-your-current-lead-to-opportunity-to-customer-process/
  7. 7. What Are Lifecycle Emails?
  8. 8. Sending the right email, to the right person, at the right time. (@patio11)
  9. 9. Send people emails based on what they do or don’t do (via customer.io)
  10. 10. WPEngine Free Site Speed Test + 1 month Site Optimization Course Landing Page Relationship & TrustPerformance Tips Security Tips Scalability Tips Sales PitchSource: https://training.kalzumeus.com/lifecycle-emails
  11. 11. Citrix ($1.5 Million in 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc) Segmentation based on 11 personas & 6 products 1 auto email each week Manual Segment Marketing for 3 weeks Based Email Leads about product benefits Harvest Sales Ready Leads Throughout the CycleSource: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
  12. 12. Upsides of Lifecycle Emails
  13. 13. Average CTR of ads is 0.01%. Content specific to prospect’s needs with good CTA can generate 20+% CTR.Source: http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/lead-nurturing-with-relevant-content/
  14. 14. Appeal of Content in B2B • 82% prefer content related to same industry • 67% prefer content targeted to their job function • 49% prefer content targeted to their company size • 29% prefer content targeted to their geographySource: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
  15. 15. Performance of Event-Triggered Emails • SmartPak Equine has 40 event triggered, lifecycle emails – Open Rate: 28% for automated, 17% manual – CTR: 5-6% for automated, 2-3% manual – Conversion Rate: 11% for automated, 6% for manual – Revenue per email: $0.44 for automated, $0.16 for manualSource: http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
  16. 16. Objectives for Lifecycle Emails 90 80 70 60 50 % Marketers 40 30 20 10 0 (66%) Prospecting & (44%) Activation & (42%) Retaining & Qualifying Leads Increasing Sales Asking for Referrals (78%) Nurturing & (34%) Completing Post Developing Relations Sales TransactionsSource: http://sherpablog.marketingsherpa.com/email-marketing/presidential-campaign-email-tips/
  17. 17. Qualifying Leads for LMS CompanySource: http://www.marketingsherpa.com/article/case-study/auto-qualify-new-leads-without-lead-scoring
  18. 18. Qualifying Leads in Real EstateSource: http://www.marketingsherpa.com/article/case-study/great-email-followups-to-qualify
  19. 19. 10% of emails resulted in leads. Afew folks directly called the agent.
  20. 20. Trial To Paying Customers
  21. 21. Shopping Cart Recovery Emails 19% in 2012 (14.3% in 2011)Source: http://www.listrak.com/Whitepaper/sca2012study/3/
  22. 22. Trend is to send more emails 207% increase in 2012 among retailers sending 3 automated messagesSource: http://www.listrak.com/Whitepaper/sca2012study/3/
  23. 23. Sending the right email … (with lifecycle emails, you are sendingcontent that the recipient really cares about)
  24. 24. … to the right person …(the recipient has self-qualified himself/herself through online behavior)
  25. 25. … at the right time.(automatic email timings are aligned with the recipient’s timings)
  26. 26. Send people emails based on what they do or don’t do.(And get them to do what you want them to do.)
  27. 27. Lead Nurturing withDrip Email Marketing: How
  28. 28. Convert Marketing-Ready Leads into Sales-Ready Leads
  29. 29. Lead NurturingSource: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
  30. 30. What is Drip Email Marketing• A series of automated emails – Spread over a period of time – That • Build Trust • Sell Opportunity • Familiarize with your product or service • … any other important thing to make lead sales ready
  31. 31. WPEngine Free Site Speed Test + 1 month Site Optimization Course Landing Page Relationship & TrustPerformance Tips Security Tips Scalability Tips Sales PitchSource: https://training.kalzumeus.com/lifecycle-emails
  32. 32. Citrix ($1.5 Million in 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc) Segmentation based on 11 personas & 6 products 1 auto email each week Manual Segment Marketing for 3 weeks Based Email Leads about product benefits Harvest Sales Ready Leads Throughout the CycleSource: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
  33. 33. TAB: Helps organizations manage print and digital documents (How they got started with email drip marketing)Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
  34. 34. Step #1: Segment the Audience• Prospects interested in paper management solutions• Prospects interested in hybrid management solutions
  35. 35. Historical data to the rescue• Looked at the behavioral data to segment the audience. Qualifying Actions: – Downloading a whitepaper, case study or toolkit – Attending a related webinar – Spending 15 seconds or more on a related TAB page – Other related actions
  36. 36. Step #2: Outline a basic buying cycle• Problem Recognition• Education• Brand Evaluation• Objections• Decision
  37. 37. Step #3: Match content to buying cycle• Pulled up content from existing pool to aid potential buyers for each stage of buying cycle• Articles, case studies, toolkits, whitepapers• 5 landing pages and content groups targeted to each stage in buying cycle
  38. 38. Step #4: Create emails for each stage• 1 email against each stage of buying cycle• Used a consistent design for emails• Each email sent in a gap of 10 days• Each email brought potential buyers to corresponding landing page
  39. 39. Entering into the campaign• Email campaigns were started for all potential buyers in the existing list• First email started after 3 days for new potential buyers entering the list – New potential buyers were the ones who expressed interest in their solution on their website
  40. 40. Step #5: Lead Scoring & Sales Handoff• Track 3 parameters across 5 emails – Clicking a link in the email – Downloading a piece of content from landing page – Spending more than 15 seconds on the landing page• Sales takes up leads based on lead score
  41. 41. TAB Results• 133% increase in open rate for emails• 650% increase in click through rate for emails• 32.6% increase in conversion rate (download content from landing page)• Happier sales team with better qualified leads
  42. 42. Lumension offers IT security resources (How they went about improving their drip email marketing campaign)Source: http://www.marketingsherpa.com/article/case-study/fewer-emails-yield-225-more
  43. 43. Step #1: Find & Analyze the Best Leads• Figure out common traits of best leads• Relied on the data from previous nurturing programs• Factors considered: – Company vertical – Lead source – Offers taken – Orders of the offers taken – Time spent on the website
  44. 44. Step #2: Drawing upon previous success• Team took forward assets from existing campaigns (12 drip marketing series based on lead’s industry & product of interest) – Content – Targeting & Segmenting – Lead Management
  45. 45. Step #3: Tuned the campaigns• Messaging & Approach – From field set to account manager instead of marketing – Less HTML focus• Timing & Volume – Tested 4 approaches for faster sales-readiness • 2 emails in 1 week, 3 emails in 3 weeks, 6 emails in 3 weeks, 4 emails in 8 weeks• Content – Initial emails offered guides, later emails offered sales oriented material (like trial, demo)
  46. 46. Lumension Results• 225% increase in sales ready leads• 376% more engagement per lead• 489% increase in leads with multiple engagements• 12.1% increase in leads with at least one engagement• 27% opportunities generated like this became customers
  47. 47. Exercise: Design Your Own Drip Email Marketing Campaign
  48. 48. Step #3: Identify motivation factors• What knowledge will motivate a marketing lead to become a sales lead? – Opportunity pitch – Success stories – Compliances – Auditing – …• Example: By using Facebook Ads, company X increased their revenue by 238%
  49. 49. Step #4: Identify Concerns/Objections• Refund Policy• Social Proof• Familiarity• TCO• Internal Selling• …• Example: 100% money back guarantee
  50. 50. Step #5: Create 1st campaign• Pick one segment from step #1.• Create outline of 3-5 emails that – Offer them valuable content – Motivate them to engage with you – Address their concerns• Keep initial emails should focus only on valuable content• Later emails should shift towards sales talk
  51. 51. Repeat step #5 for all the segments
  52. 52. Step #6: Lead Scoring Formula• Decide a basic formula to score your leads – Email open / click through – Downloads – Time spent –…
  53. 53. Step #7: Setup automatic campaignsPossible tools: customer.io, pardot, eloqua,marketo – customer.io is generally good enough to get your hands dirty
  54. 54. Step #8: Setup Analytics• KISSmetrics / Mixpanel for funnel visualization• intercom.io / Mixpanel for person specific data aggregation
  55. 55. Step #9: Integrate with CRM• Gather all the customer activities into your CRM• Have it handy for sales to know the history of interactions
  56. 56. Step #10: Execute, Test, Optimize & Repeat

×