What's Working Now IN B2B Email Marketing, Jeanne Jennings, 12-Feb-2014
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What's Working Now IN B2B Email Marketing, Jeanne Jennings, 12-Feb-2014

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The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent – the highest ROI of any other direct response channel. Join Jeanne Jennings, Vice President of......

The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent – the highest ROI of any other direct response channel. Join Jeanne Jennings, Vice President of Global Strategic Services for Alchemy Worx, to learn how business-to-business organizations are leveraging email to generate and nurture leads, build relationships, help close sales and grow bottom-line revenues.
This fast-paced session will provide real-world examples of inexpensive strategies and tactics you can implement with your own email program. We’ll cover:
• Practical tips for building your own in-house email list
• Ways to more effectively use third-party email lists for lead generation
• Tips for developing an effective email DRIP campaign for lead nurturing
• Building relationships and helping close the sale with email
• Leveraging what’s new in email marketing: video, social sharing, mobile and more

You’ll gain practical tips you can take back, test and implement with your own email program. Learn how Jeanne has helped clients generate:
• A 300% increase in monthly email list growth, thanks to inexpensive but effective optimization of the online sign-up process
• A 220% increase in leads generated, driven by making the most of email snippet and preview pane content
• A 75% increase in online orders, the result of incorporating standards and best practices into existing email creative

Where permitted, Jeanne will share quantitative results as well as the strategic, tactical and creative changes that made them possible.

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  • 1. What’s Working Now in B2B Email Marketing All About Email Live Breakfast | NYC February 12, 2014 Jeanne S. Jennings Vice President, Global Strategic Services Alchemy Worx a 100% Email Marketing Agency © All Rights Reserved All About Email Live NYC | 12-Feb-2014 1
  • 2. Source: Email Marketing Benchmark Report, MarketingSherpa, 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 2
  • 3. Overview • List Growth • Content Marketing • Third-Party Lists • Lead Nurturing • Video • Mobile • Testing • Analytics © All Rights Reserved All About Email Live NYC | 12-Feb-2014 3
  • 4. List Growth What’s Working Now in B2B Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 4
  • 5. Source: Email Marketing Benchmark Report, MarketingSherpa, 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 5
  • 6. Case Study: Breaking Point Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28, 2010 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 6
  • 7. Content Marketing What’s Working Now in B2B Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 7
  • 8. Just About Everyone… Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 8
  • 9. #3 E-Newsletters 80% Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 9
  • 10. Source: Email Trends and Benchmarks Reports, Epsilon, 2010 through 3Q’2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 10
  • 11. But it’s not Easy… Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 11
  • 12. Case Study: Lead Generation Email Newsletter Significant Leads Generated • Many from past clients that had been dormant for years • Succeeded on value proposition alone; no incentive Keys to Success • Prospect-centric approach • Valuable, engaging content • Showcased the key value proposition very well Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 12
  • 13. Engaging Content Passive Interactive • • • • • • • • • • • • • • Articles Interviews Book Excerpts Quotes Statistics Images Videos Events Coverage Case Studies Quizzes Polls Questions Giveaways Social (“Join the Discussion”) • • • • Blogs Facebook Google+ LinkedIn Groups Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com, August 6, 2012 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 13
  • 14. Content Sourcing Repurpose Create • Website Content • Report Excerpts • Industry • In-house Team • Partners/Suppliers • Industry Players • Paid Writers • Readers (Usergenerated Content) • Articles • Statistics • Quotes • Social Content • Blogs, Facebook, Twitter Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com, August 6, 2012 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 14
  • 15. Identifying Key Content What You’re Looking For How to Find It • Engaging for readers • Informative or entertaining • Address a problem or promote a desire the readers have • Support your business goals • Repurposing Content • • • • Most Popular Hidden Gems New Timely • Creating Content • What readers want to know • What readers should know Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com, August 6, 2012 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 15
  • 16. Third Party Lists What’s Working Now in B2B Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 16
  • 17. Domestic B2B List Rental Rates are Dropping… Source: List Price Index, Worldata via ListPriceIndex.com, February 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 17
  • 18. Email Marketing to Third Party Lists -- Tips • Rent – don’t purchase! Use a legitimate list broker • Typically third-party lists perform no better than half as well as your house list, all else equal • But not always... • If you’re looking to boost lead generation, test third party • Test small quantities (20K per cell) of all lists before doing a bigger rental; used tried and true creative • Look at cost per sale and/or ROI – not just cost per lead © All Rights Reserved All About Email Live NYC | 12-Feb-2014 18
  • 19. Lead Nurturing What's Working Now in Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 19
  • 20. Email is the most effective tactic for lead nurturing Source: Forrester Research Benchmark Report: How Top Marketers Do Lead Generation, Part 1, Act-on Blog, January 16, 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 20
  • 21. It doesn’t have to be complex to work… Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 21
  • 22. Lead Nurturing Case Study: PRWeb • Campaign Elements • Lead Nurturing • Many visitors signed up for a free PRWeb account, but few went on to use the service • No revenue is generated until the registrant uses PRWeb to send a press release • Existing Website content • Triggered Email Welcome Series • 4 effort series sent to all new registrants over a 4 week period • Goal • Increase the free-sign-up to paying-customer conversion rate Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 22
  • 23. Lead Nurturing Case Study: PRWeb • Developing the Campaign Message Map • Key Features, Benefits and Advantages • Reach beyond just journalists, also search engine visibility • Extensive tracking and reporting to quantify results • Obstacles to Using PRWeb • Ability to write a press release • Determining which service level fit their needs • Testimonials • Didn’t include these but should have! • Incentive • Significant upgrade on first press release send • Urgency • Deadline to quality for the upgrade Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 23
  • 24. Lead Nurturing Case Study: PRWeb • Results • Increase in attendance at the New User Orientation Webinars • More traffic to previously “hidden” help pages • Significant lift in conversions from free registrants to paying users Source: Client Case Study, JeanneJennings.com. Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 24
  • 25. Video What's Working Now in Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 25
  • 26. Only 25% of Email Marketers have Used Video in Email Most that don’t say it’s because they don’t have video content. Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy Group, June 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 26
  • 27. But The Potential Benefits of Video in Email are Huge Increased click-through rates, more time spent with the email, viral potential Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy Group, June 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 27
  • 28. Video in Email 4 Questions to Ask • Do we have video content that could be included in an email? • Create an inventory; repurpose where you can • What content do we have that would lend itself to video presentation? • Think strategically • Video testimonials are working for a few of my clients • What resources will you need to create video content? • It needn’t be expensive, but there is a cost • Will recipients be able to view the video? • Forgo expensive technology for now; linked screenshots are just as effective Source: Four Tips for Including Video in Email, Jeanne Jennings for ClickZ.com, May 2009 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 28
  • 29. Video for Lead Generation Case Study: VanillaSoft • Video CTA • 65% clicks • Only 10% leads • 2% click-to-lead conversion • Free Trial/Learn More CTA • 35% clicks • 90% leads • 28% click-to-lead conversion Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 29
  • 30. Video for Lead Generation Case Study: VanillaSoft What are people doing on the video landing page? • Exits/Next Steps • Only 20% stayed for the full video Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 30
  • 31. Video for Lead Generation Case Study: VanillaSoft Visitors had to sit through the entire video before they were shown how to sign-up for a free trial Source: Client Case Study, JeanneJennings.com, Inc. © All Rights Reserved All About Email Live NYC | 12-Feb-2014 31
  • 32. Mobile What’s Working Now in B2B Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 32
  • 33. Source: Mobile Maintains 51% Majority; Gmail Gains 3%, Justine Jordan for the Litmus Blog, January 9, 2014 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 33
  • 34. Responsive Design © All Rights Reserved Usually Best… But Think it Through All About Email Live NYC | 12-Feb-2014 34
  • 35. Testing What’s Working Now in B2B Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 35
  • 36. Source: Email Marketing Benchmark Report, MarketingSherpa, 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 36
  • 37. 15 Types of Email Tests 1. Lists 2. Landing page elements (which could spur another list of 15 or more) 3. Completely new creative (multiple elements) 4. Preview pane view 5. Customization (targeted content) 6. Offer/offer copy/placement 7. Call-to-action copy/placement 8. General wireframe/layout 9. General copy 10. Personalization (data merge) 11. Subject line 12. From line 13. Design (fonts/colors/images) 14. Time of the send 15. Day of the send Source: 15 Types of Email Marketing Tests You Should be Doing, Jeanne Jennings for ClickZ.com, April 15, 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 My Challenge to You: Do One Strategic Test a Month! 37
  • 38. Analytics What’s Working Now in B2B Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 38
  • 39. Source: Email Marketing Benchmark Report, MarketingSherpa, 2013 © All Rights Reserved All About Email Live NYC | 12-Feb-2014 39
  • 40. Advanced Analytics My Challenge to You: Go Beyond Opens and Clicks! Revenue/Conversion Interim • Return-on-Investment • Revenue per Email • Nudge Effect • Conversion Rate from Non-Bounce Sent • Open Reach Rate • Click Reach Rate • Frequency/Touchpoints • Lifecycle Analysis • Persona Analysis © All Rights Reserved All About Email Live NYC | 12-Feb-2014 40
  • 41. Additional Resources What's Working Now in B2B Email Marketing © All Rights Reserved All About Email Live NYC | 12-Feb-2014 41
  • 42. Additional Email Marketing Resources | Free Look for Jeanne’s column on email marketing every other Monday www.ClickZ.com The daily email newsletter is awesome http://www.emarketingandcommerce.com/ The Alchemy Worx email newsletter; Read past articles and sign-up at www.alchemyworx.com/emailworx/ @JeaJen to follow Jeanne @AlchemyWorx to follow the agency © All Rights Reserved All About Email Live NYC | 12-Feb-2014 42
  • 43. Additional Email Marketing Resources | Paid The Premier Email Marketing Association, part of the DMA; Resources and Annual Conference www.EmailExperience.org A Private Community for Email Marketers; Discussion Lists and Meetups (Feel free to say I referred you); Look for Jeanne’s monthly post on the blog www.OnlyInfluencers.com © All Rights Reserved All About Email Live NYC | 12-Feb-2014 43
  • 44. Alchemy Worx A 100% Email Marketing Agency • Services offered include strategy, creative, production and deployment • We are ESP agnostic – we handle deployment for many clients through a variety of ESPs • Headquartered in London; US Headquarters in Atlanta • Founded in 2001 by Dela Quist, CEO • Jeanne joined the team in 2013, after having her own email marketing consultancy for 12 years • Call us! We’d love to help make your email marketing more effective and more profitable © All Rights Reserved All About Email Live NYC | 12-Feb-2014 44
  • 45. What’s Working Now in B2B Email Marketing All About Email Live Breakfast | NYC February 12, 2014 Thank you so much for attending today! Questions? Jeanne S. Jennings Vice President, Global Strategic Services 404.922.7448 | JJennings@AlchemyWorx.com Alchemy Worx a 100% Email Marketing Agency www.AlchemyWorx.com © All Rights Reserved All About Email Live NYC | 12-Feb-2014 45