SalesFUSION webinar - trigger email marketing
 

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

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 SalesFUSION webinar - trigger email marketing Presentation Transcript

  • Practical use of trigger email marketing
    Presented by:
    Kevin Miller – EVP Marketing/Sales – SalesFUSION
    Session Audio Starts at 2PM EST
  • What we’ll cover today
    • Trigger emails defined
    • The role of trigger emails in nurture marketing
    • Types of trigger email campaigns
    • Trigger email campaign performance
    • Practical uses of trigger-based emails in b2b
    • The role of content in trigger-based email campaigns
  • About SalesFUSION
    • SaaS Marketing Application
    • HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
    • Provide all b2b marketing functionality in a single app
    • Focus on integrating Marketing and Sales (CRM)
    • Only solution built on a CRM database
    • Extensive global partner network
    • 110 New clients in 2010
    • Unique Client Services model
    • Game-changing pricing structure
    • 99% retention rate
    • 90% of all new features added in 2010 – customer requests
  • Email marketing challenges in 2010/2011
  • Email marketing rules to live by
    “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.”
    “..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.”
    “The shiny lure of the new seems to distract people from doing the basics right”
  • Types of email marketing campaigns
    Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment.
    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”
    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
    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
    Some report open rates as much as 70% higher than broadcast email
  • Characteristics of trigger email campaigns
    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.
    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.
    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.
  • How triggers are activated
    Explicit behavior. This method triggers an email to an individual when they complete some specific action such as downloading a document from the web.
    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
    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
    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)
  • Retail origins
    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.
    • order confirmation
    • shipping confirmation
    • request for feedback on a purchase
    • post-purchase email featuring upsells and cross-sells
    • request for a product/service review
    • welcome message series post sign-up
    • birthday email
    • cart abandonment email
    • “time to repurchase” (replenishment) email
    • promotional email featuring products the recipient recently browsed on the website
    • thank you emails
  • Trigger email results
    Retailer examples of trigger-based emails?
    • Bank of America report that event-based trigger emails are 250% more effective than broadcast promotional emails
    • 75% of registrations for Roku’s referral program are driven by triggered emails to new customers
    • People who purchase after getting cart abandonment emails spend 55% more than those who buy straightaway
    • “Happy Birthday” emails from Epson produce 840% more revenue per email than the overall email program
    • Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than LowFares.com’s standard newsletter
    • One study found abandoned cart mails getting 20 times the transaction rates and revenue of standard email campaigns
    • Tafford Uniforms earn 20% higher revenue per email from post-purchase survey emails than through standard broadcast messages
    • S&S Worldwide drive 40% of email revenue through trigger/transactional emails that account for just 4% of email volume
  • Trigger email results
    In b2b – triggers are lower volume but very high open rates
    Use triggers to reinforce brand/message
    Continually reinforce consistent messages/call to actions
  • Practical Application of Trigger email in B2B
    Forms-driven triggers
    Marketing Asset Auto-Responder
    • Capture email/contact
    • Send asset via email
    • Trigger email
    • Link to PDF
    • Click to see demo
    • Click to view other resources
  • Practical Application of Trigger email in B2B
    Marketing Asset Auto-Responder with Branched Logic
    • Capture email/contact
    • Mutliple choice question
    • Answer triggers a 3-step campaign
    • Email 1 – 0 Trigger days
    • Email 2 – 5 Trigger days
    • Email 3 – 14 Trigger days
  • Practical Application of Trigger email in B2B
    Implicit action – trigger campaign enrollment
    • Lead scoring models behavior
    • Behavior = points
    • Point value range = group
    • Group actions = Trigger
    Implicit behavior scoring is a powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior
  • Practical Application of Trigger email in B2B
    CRM/Sales Driven – Field value change/populate triggers
    • Trigger campaign enrollment based on concept of “listening” to designated CRM fields
    • Update/Enter of a “listened” field will result in adding the lead/contact to a single or multi-step campaign
    • Used to offload the act of “tickler” emails from sales to marketing
    • Don’t rely on sales to use follow up tasks in CRM to nurture leads
    • Example – lead status changes from “Open” to “Nurture” – system auto-enrolls lead into ongoing campaign
  • Personalization & dynamic content
    Good trigger based email marketing is relevant to the consumer/prospect
    Personalization adds value to the email.
    Dynamic content can be leveraged to dramatically improve the personalized look, feel and message of the email
  • Before you pull the trigger….
    • Get your content in order – trigger campaigns can eat up content
    • Create a content map for each trigger campaign
    • Consider the length of the campaign vs. timeliness of content
    • Don’t throw content out there for the sake of doing so
    • Mix in multi-media/channel content – video/social/blog
    • All content should still point to the same outcome/call to action
    • Planning trigger campaigns should always focus on the goal/call-to-action
    Plan + Content/Technology = Trigger marketing
  • Creating content maps
    • Trigger Campaign – Website – White Paper
    Website – White Paper A
    Email 1 – Send white paper link
    Email 2 – 7-trigger days – Offer webinar video
    Email 3– 14 -trigger days – Offer – product brochure
    Offer /Form Demo/Sales Meeting
    Offer /Form Demo/Sales Meeting
    Offer /Form Demo/Sales Meeting
  • Business benefits of implementing trigger emails
    • Consistency – control the message/timing
    • Do more with less – automation allows for improved communication frequency
    • Higher click through/conversions
    • Reduce or eliminate website lead leakage
    • Generate more qualified leads
    • Generate more revenue!
    Well-deployed trigger email campaigns will dramatically improve your marketing reach and conversions
  • 2011 Lead to Sales Process
    Tying sales into a lead nurturing process
    Inbound Leads Process for Inside Sales
    Telesales Duties
    CRM
    • Log calls
    • Append data
    • Create Opportunities
    • Pre-qualify
    • Identify other contacts
    • Send task to sales
    Telesales – Web visitor monitoring
    • Daily Monitor
    • Respond – 2-4 hours to known visitors
    • Enroll known visitors into 3-step drip
    • Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip
    Home Page
    Activity Log
    CRM
    Lead Capture
    Page
    Simple process maps will help focus the marketing and sales teams on execution of the plan
    Opportunity
    Field Sales Duties
    Sign Up for Demo or self qualify
    Email Alert to reps based on Geo
    Rep – verifies company HQ location
    Rep – updates CRM – creates oppt
    Ensure contacts/account are linked and de-duped
    Append address, phone, vertical and lead source
  • Access to enroll leads in campaigns
    Auto-enroll
    Alerts
    Email alert – Based on Rules
    Alert telesales to view/open in CRM
    Automated Routing to drip/trigger based nurture marketing campaigns
  • Inside Sales use of trigger campaigns
    Website monitoring
    Research anonymous visitors – append with contacts – enroll in campaigns
    Pop email alert when high-value activity occurs – assign task for call
    If no phone contact made – enroll in trigger campaign
    Receive on-going alerts when lead returns to site/responds
  • Access to response information
    • Give sales the tools to access info and take action
    • This view allows for telesales to view activity and enroll leads in campaigns
  • Questions?
    • Schedule a demonstration of SalesFUSION
    • Learn more www.salesfusion.com
    Core Features
    • Enterprise b2b marketing
    • Advanced email marketing
    • Lead scoring
    • CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…
    • Web visitor tracking
    • Dialogs, forms, landing pages
    • Social media marketing
    • Event management