Email Marketing 2.0

Email Marketing 2.0: The Key to Online Success

Tyler Garns

vp of marketing

What We'll Cover

The goods

(data tells us everything – why email marketing is hard and what to do about it)‏

Email Marketing 1.0

(what it is and why it doesn't work)‏

Email Marketing 2.0

(what it is, why it works, and how to use it)‏

Free help & resources for you

82% of small businesses that are using or plan to use email marketing expect revenue growth

Global spam rate for September 2009: 86.4%

- Message Labs (Symantec)‏

Why do people mark email as spam?

They don't know the sender

They're not expecting the email

The content is objectionable

Too much email

How do you avoid people marking your email as spam?

Set expecations before sending

Give value

Create anticipation

Collect data along the way

USE THE DATA

Email Open Rates

“ In our last report, the sector average open rate benchmark was 22%, though it was calculated utilizing a much smaller cohort. With average open rates now at 14%, email fatigue and the increasing use of email appends are likely the primary factors. Even so, some verticals – Higher Education, Association & Membership, Disease & Health Services, Faith Based and Animal Welfare – achieved 50% or better than the sector-wide benchmark.”

-The Convio Online Marketing Nonprofit Benchmark Index™ Study: Executive Summary

What effects open rate?

Subject line

Time of day you send

From address

Personalization

RELEVANCY!

When the subject is relevant to the recipient, the copy isn't as important

Personalization

A shocking 81% of US marketers did not use the collected data to personalize ongoing messages.

-ReturnPath Study

Multiple System Nightmare

Email Marketing 1.0

Broadcast sending

List rentals

Minimal personalization

No segmenting

Limited autoresponding

Spam complaints – a cost of doing business

Why Traditional Email Marketing Doesn't Work

Its Not Targeted

Its Not Personal

Its Not “Intelligent”

Timing is Everything!

Leads are like salad

The only difference between salad and garbage is timing

Good Sales Rep vs. Bad Sales Rep

Bad

Data Dump

Memorized Script

Robotic

Doesn't Know When to Close

Upsets Prospects

Good

Listens

Adapts Message to Each Customer

Provides Value

Understands Timing

Creates Happy Customers

Typical Autoresponder Step 1: Welcome Email Information Request Step 2: Education Step 3: Provide Value Step 4: Offer A Not Interested Click STOP Step 1: Education Step 2: Offer B START

Email Marketing 2.0 Is Making Your Email Program “Smart” Like A Good Sales Rep

Slice 'n' Dice

Customers who bought product A NOT product B

Prospects who clicked a particular link

People who attended a webinar ;)‏

People who filled out a webform

Customers who referred friends

People who were referred

Partners

People whose last purchase was more than 60 days ago

Any combination of the above and more

Email Marketing 2.0

Data-driven marketing

Relevancy is paramount

Heavy personalization based on behavior

Intelligent autoresponders

Emails get opened

Emails don't get marked as SPAM

Every recepient is a happy customer

Keys to Success

Segment & Target

Set Expectations

Provide Value

Build Your Own List (don't buy a list)‏

Use automation to adapt to behavior

Infusionsoft Email Marketing Send targeted messages, then track the open and click through rates of every email you send. CRM Build better, more profitable relationships with ALL your customers and prospects. ECommerce Automate your sales, billing and collections processes so you can drive more revenue without ever lifting a finger. The #1 Small Business Growth Suite

Does It Work?

From: Mark Bowden   Sent: Friday, October 02, 2009 5:55 AM  To: Cory   Subject: Re: Infusionsoft Enrollment

Hey Cory

Here is a good story for you, been live with infusion for just under 1 week  & just launched my first campaign. I have just put more money in the bank  in the last 24 hours than I did in all of last month.