SalesFUSION webinar - trigger email marketing


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Join SalesFUSION for an online workshop that details the practical use and application of trigger-based email campaigns in b2b marketing

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SalesFUSION webinar - trigger email marketing

  1. 1. Practical use of trigger email marketing<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Session Audio Starts at 2PM EST<br />
  2. 2. What we’ll cover today<br /><ul><li>Trigger emails defined
  3. 3. The role of trigger emails in nurture marketing
  4. 4. Types of trigger email campaigns
  5. 5. Trigger email campaign performance
  6. 6. Practical uses of trigger-based emails in b2b
  7. 7. The role of content in trigger-based email campaigns</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Application
  8. 8. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
  9. 9. Provide all b2b marketing functionality in a single app
  10. 10. Focus on integrating Marketing and Sales (CRM)
  11. 11. Only solution built on a CRM database
  12. 12. Extensive global partner network
  13. 13. 110 New clients in 2010
  14. 14. Unique Client Services model
  15. 15. Game-changing pricing structure
  16. 16. 99% retention rate
  17. 17. 90% of all new features added in 2010 – customer requests</li></li></ul><li>Email marketing challenges in 2010/2011<br />
  18. 18. Email marketing rules to live by<br />“You can make emails relevant by using what you observe about the recipient…You can make emails scary by telling people that you’re observing them.”<br />“..trigger emails are most useful if used within a strategy. It’s the strategy that is important – WHY are we sending these messages needs to be answered before the What and the How. If we don’t know why, neither will the recipient.”<br />“The shiny lure of the new seems to distract people from doing the basics right”<br />
  19. 19. Types of email marketing campaigns <br />Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment.<br />Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar Date”<br />Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email<br />Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email<br />Some report open rates as much as 70% higher than broadcast email<br />
  20. 20. Characteristics of trigger email campaigns<br />It’s specific to a recurring need or objective. Triggered-email campaigns are ideal for communicating in response to regularly-recurring actions, such as when a new member subscribes to your list, a shopper leaves an item in an online shopping cart, or a product warranty is about to expire. <br />It’s automated. The key to successful trigger-based email is automating the triggered messages. This is “set and forget” email. Don’t completely forget about it! Review your triggered email campaigns at least twice a year.<br />It’s individualized. Often, the audience for a triggered-email is a single person. Triggered messages are sent only to specific individuals who have taken a specific action or inaction on your Web page, site, or with your previous email. They deploy only when relevant to the individual receiving them.<br />
  21. 21. How triggers are activated<br />Explicit behavior. This method triggers an email to an individual when they complete some specific action such as downloading a document from the web.<br />Implicit behavior. Uses lead scoring or behavioral targeting to trigger an email or series of emails when an individual completes a set of pre-defined steps or achieves a pre-defined score<br />Field value changes/additions. Tied to CRM systems – when a field value changes or is populated for the first time a trigger(s) will execute<br />Null Trigger. May be used for attrition marketing. Absence of activity over a time period can trigger an email. (banking – uses when transaction volume falls)<br />
  22. 22. Retail origins <br />Trigger-based emails were developed for online commerce and have been used for product purchase confirmations and shopping cart abandonment for some time…specific retail examples.<br /><ul><li>order confirmation
  23. 23. shipping confirmation
  24. 24. request for feedback on a purchase
  25. 25. post-purchase email featuring upsells and cross-sells
  26. 26. request for a product/service review
  27. 27. welcome message series post sign-up
  28. 28. birthday email
  29. 29. cart abandonment email
  30. 30. “time to repurchase” (replenishment) email
  31. 31. promotional email featuring products the recipient recently browsed on the website
  32. 32. thank you emails</li></li></ul><li>Trigger email results<br />Retailer examples of trigger-based emails?<br /><ul><li>Bank of America report that event-based trigger emails are 250% more effective than broadcast promotional emails
  33. 33. 75% of registrations for Roku’s referral program are driven by triggered emails to new customers
  34. 34. People who purchase after getting cart abandonment emails spend 55% more than those who buy straightaway
  35. 35. “Happy Birthday” emails from Epson produce 840% more revenue per email than the overall email program
  36. 36. Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than’s standard newsletter
  37. 37. One study found abandoned cart mails getting 20 times the transaction rates and revenue of standard email campaigns
  38. 38. Tafford Uniforms earn 20% higher revenue per email from post-purchase survey emails than through standard broadcast messages
  39. 39. S&S Worldwide drive 40% of email revenue through trigger/transactional emails that account for just 4% of email volume</li></li></ul><li>Trigger email results<br />In b2b – triggers are lower volume but very high open rates<br />Use triggers to reinforce brand/message<br />Continually reinforce consistent messages/call to actions<br />
  40. 40. Practical Application of Trigger email in B2B<br />Forms-driven triggers<br />Marketing Asset Auto-Responder<br /><ul><li>Capture email/contact
  41. 41. Send asset via email
  42. 42. Trigger email
  43. 43. Link to PDF
  44. 44. Click to see demo
  45. 45. Click to view other resources</li></li></ul><li>Practical Application of Trigger email in B2B<br />Marketing Asset Auto-Responder with Branched Logic<br /><ul><li>Capture email/contact
  46. 46. Mutliple choice question
  47. 47. Answer triggers a 3-step campaign
  48. 48. Email 1 – 0 Trigger days
  49. 49. Email 2 – 5 Trigger days
  50. 50. Email 3 – 14 Trigger days</li></li></ul><li>Practical Application of Trigger email in B2B<br />Implicit action – trigger campaign enrollment<br /><ul><li>Lead scoring models behavior
  51. 51. Behavior = points
  52. 52. Point value range = group
  53. 53. Group actions = Trigger</li></ul>Implicit behavior scoring is a powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior<br />
  54. 54. Practical Application of Trigger email in B2B<br />CRM/Sales Driven – Field value change/populate triggers<br /><ul><li>Trigger campaign enrollment based on concept of “listening” to designated CRM fields
  55. 55. Update/Enter of a “listened” field will result in adding the lead/contact to a single or multi-step campaign
  56. 56. Used to offload the act of “tickler” emails from sales to marketing
  57. 57. Don’t rely on sales to use follow up tasks in CRM to nurture leads
  58. 58. Example – lead status changes from “Open” to “Nurture” – system auto-enrolls lead into ongoing campaign</li></li></ul><li>Personalization & dynamic content<br />Good trigger based email marketing is relevant to the consumer/prospect<br />Personalization adds value to the email.<br />Dynamic content can be leveraged to dramatically improve the personalized look, feel and message of the email<br />
  59. 59. Before you pull the trigger….<br /><ul><li>Get your content in order – trigger campaigns can eat up content
  60. 60. Create a content map for each trigger campaign
  61. 61. Consider the length of the campaign vs. timeliness of content
  62. 62. Don’t throw content out there for the sake of doing so
  63. 63. Mix in multi-media/channel content – video/social/blog
  64. 64. All content should still point to the same outcome/call to action
  65. 65. Planning trigger campaigns should always focus on the goal/call-to-action</li></ul>Plan + Content/Technology = Trigger marketing<br />
  66. 66. Creating content maps<br /><ul><li>Trigger Campaign – Website – White Paper</li></ul>Website – White Paper A<br />Email 1 – Send white paper link<br />Email 2 – 7-trigger days – Offer webinar video<br />Email 3– 14 -trigger days – Offer – product brochure<br />Offer /Form Demo/Sales Meeting<br />Offer /Form Demo/Sales Meeting<br />Offer /Form Demo/Sales Meeting<br />
  67. 67. Business benefits of implementing trigger emails<br /><ul><li>Consistency – control the message/timing
  68. 68. Do more with less – automation allows for improved communication frequency
  69. 69. Higher click through/conversions
  70. 70. Reduce or eliminate website lead leakage
  71. 71. Generate more qualified leads
  72. 72. Generate more revenue!</li></ul>Well-deployed trigger email campaigns will dramatically improve your marketing reach and conversions<br />
  73. 73. 2011 Lead to Sales Process <br />Tying sales into a lead nurturing process<br />Inbound Leads Process for Inside Sales<br />Telesales Duties<br />CRM<br /><ul><li>Log calls
  74. 74. Append data
  75. 75. Create Opportunities
  76. 76. Pre-qualify
  77. 77. Identify other contacts
  78. 78. Send task to sales</li></ul>Telesales – Web visitor monitoring<br /><ul><li>Daily Monitor
  79. 79. Respond – 2-4 hours to known visitors
  80. 80. Enroll known visitors into 3-step drip
  81. 81. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip</li></ul>Home Page<br />Activity Log<br />CRM<br />Lead Capture<br />Page<br />Simple process maps will help focus the marketing and sales teams on execution of the plan<br />Opportunity<br />Field Sales Duties<br />Sign Up for Demo or self qualify<br />Email Alert to reps based on Geo<br />Rep – verifies company HQ location<br />Rep – updates CRM – creates oppt<br />Ensure contacts/account are linked and de-duped<br />Append address, phone, vertical and lead source<br />
  82. 82. Access to enroll leads in campaigns<br />Auto-enroll<br />Alerts<br />Email alert – Based on Rules<br />Alert telesales to view/open in CRM<br />Automated Routing to drip/trigger based nurture marketing campaigns<br />
  83. 83. Inside Sales use of trigger campaigns<br />Website monitoring<br />Research anonymous visitors – append with contacts – enroll in campaigns<br />Pop email alert when high-value activity occurs – assign task for call<br />If no phone contact made – enroll in trigger campaign<br />Receive on-going alerts when lead returns to site/responds<br />
  84. 84. Access to response information<br /><ul><li>Give sales the tools to access info and take action
  85. 85. This view allows for telesales to view activity and enroll leads in campaigns</li></li></ul><li>Questions?<br /><ul><li>Schedule a demonstration of SalesFUSION
  86. 86. Learn more</li></ul>Core Features<br /><ul><li>Enterprise b2b marketing
  87. 87. Advanced email marketing
  88. 88. Lead scoring
  89. 89. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…
  90. 90. Web visitor tracking
  91. 91. Dialogs, forms, landing pages
  92. 92. Social media marketing
  93. 93. Event management</li>