Delivering Results: Email, Automation and The New Buyer's Journey
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Delivering Results: Email, Automation and The New Buyer's Journey

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This covers best practices for maximum deliverability, how to integrate automation into everyday email marketing, personalizing email delivery based on buyer behavior and email enhancement and much ...

This covers best practices for maximum deliverability, how to integrate automation into everyday email marketing, personalizing email delivery based on buyer behavior and email enhancement and much more.

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    Delivering Results: Email, Automation and The New Buyer's Journey Delivering Results: Email, Automation and The New Buyer's Journey Presentation Transcript

    • DELIVERING Email, Automation & The New Buyer’s Journey RESULTS
    • INTRODUCTION Tom Burke, CEO Chris Knipper, CEO
    • Validation Append Intelligence ABOUT US - SYMBIOSIS Content Marketing Demand Generation Marketing Automation
    • Email Deliverability Facts Challenges List Growth 5 Steps to Success The New Buyer’s Journey Email and beyond Building Workflows Personalizing the experience TODAY’S WEBINAR
    • Today buyers are making their decisions by doing research online. In fact, 61 percent of buyers will use search engines to research products online. But even the most qualified of those buyers are not making a purchase immediately — 50 percent of qualified leads who visit your site are not ready to buy. THE NEED FOR EMAIL 61% 50%Of buyers will use search engines to research products online Of qualified leads who visit your site are not ready to buy
    • Email customers have 12% higher value than social media customers. (Custora) Almost 1/3 of repeat customers are initiated by email (Forrester) There are 3 times as many email accounts than there are Facebook and Twitter accounts combined! (SmarterTools) EMAIL - ALIVE AND WELL 12%HV EMAILSM
    •  Can be difficult to obtain email addresses from existing customers and website visitors.  Mail must be delivered to the inbox and read by the user in order to be effective, which depends on deliverability and relevancy.  Emails change often–up to 25% of your list churns each year. EMAIL CHALLENGES
    • Improving Marketing Results by Addressing Email Deliverability Issues PART 1
    • EMAIL MARKETING SUCCESS Starts with growing your list.  Ask for email addresses at every touch point  Provide valuable and relevant content  Make it easy
    • LIST GROWTH WITH TOWERDATA EMAIL APPEND  Match existing postal customers with opt-in email database  Obtain email addresses for 15% (B2B) to 25% (B2C) on average  Permission request email sent  Results within 14 days
    • Continues with Email Deliverability: Getting your email messages delivered to the inbox. EMAIL MARKETING SUCCESS
    • 22% OF MARKETING EMAILS ARE NOT REACHING INBOXES (Return Path 2013) “ 22%
    •  Bounce Rate  Complaint Rate  Spam Trap Hits EMAIL DELIVERABILITY DEPENDS ON YOUR EMAIL REPUTATION
    • STEP 1 EMAIL DELIVERABILITY SUCCESS Set Expectations  Inform subscribers of content and frequency  Collect opt-in emails  Product-centric vs. educational emails
    • STEP 2 EMAIL DELIVERABILITY SUCCESS Clean Your List  Validate & correct old and incoming email addresses  Block spam traps and fraudulent addresses  Update out-of-date emails  Purge the zombies!
    • Establish feedback loops Enable authentication Warm up new IP addresses Use different IPs for distinct types of messages STEP 3 EMAIL DELIVERABILITY SUCCESS Use the Right Infrastructure
    • STEP 4 EMAIL DELIVERABILITY SUCCESS Mail Consistently  Mail new subscribers immediately  Establish a schedule of regular mailings  Utilize automation
    • Personalization Segmentation Position in sales funnel STEP 5 EMAIL DELIVERABILITY SUCCESS Be Relevant
    • TOWERDATA LIST CLEANING FOR GUITAR CENTER Guitar Center Challenges  List of 3.5 million emails  Deliverability issues  Increase revenue by obtaining more addresses
    • TOWERDATA LIST CLEANING FOR GUITAR CENTER  Identified over 90% of bad emails  Corrected or replaced 13% of their invalids  Detailed and transparent reporting–over 30 different codes  Improved inbox delivery
    • BENEFITS OF GOOD EMAIL DELIVERABILITY  Higher open rates  Higher click and response rates  Fewer unsubscribes  Increased revenues
    • Automation and the New Buyer’s Journey PART 2
    • Email and Beyond – It starts with traffic and leads created by content AUTOMATION TECHNOLOGY
    •  Delivering the right type of content to the right people, at the right time.  And Automate this process using multiple forms of communications including email. MARKETING AUTOMATION What is it?
    • This is the Demand Generation that creates Marketing Qualified Leads in your sales funnel LEAD NURTURING
    • Some aren’t ready to buy… And some aren’t sure if they want to buy from you… SALES FUNNEL STAGES
    • In past what did we do? We called them all! This cost a lot of $$ CREATE EFFICIENCIES
    • April – 16.2% July 2013 – 35.7% August 2013 – 38.9% TOWERDATA LANDING PAGE CONVERSION RATES Dramatically increasing
    • Companies that automate lead management see a 10% OR GREATER INCREASE IN REVENUE in 6-9 months (Gartner Research) “
    • AUTOMATED WORKFLOW CHECKLIST  Steps should flow  Delivery schedule should make sense for audience and sales cycle  Personalization and Segmentation
    •  Personalized Content  Highly relevant to intended recipients  Bottom Funnel offer COMPELLING AUTOMATION
    •  Append demographics to your email list to quickly enable personalization and improved targeting.  Identify the subscribers that are most likely to respond to an offer and the inactives that can be safely removed from your list. PERSONALIZE WITH TOWERDATA EMAIL INTELLIGENCE
    • KUNO STORYTELLING Personalized Content
    • KUNO STORYTELLING Personalized Calls-to-Action
    • KUNO STORYTELLING Dynamic Landing Page Forms
    • KUNO STORYTELLING Behavior-triggered emails
    • KUNO STORYTELLING INBOUND MARKETING SCORECARD KPIs Leads Marketing Qualified Leads (Gross) Sales Qualified Leads (Gross) Lifecycle Stage Lifecycle Stage Lifecycle Stage Lifecycle Stage Lifecycle Stage Sales Opportunities (Gross) Customers New Accounts May Jun Jul Aug Sept Oct Nov 7,250 7,261 363 14 400 4 14 84 1 1 7,750 7,752 388 23 438 4 14 84 1 1 8,250 7,137 413 23 353 4 14 72 1 0 8,750 8,850 438 27 447 11 13 78 2 1 9,250 9,125 463 28 453 15 14 80 2 1 9,750 9,755 488 30 491 21 23 82 1 1 10,250 9,895 513 31 520 27 32 83 1 0
    • Track and analyze results CONTINUOUS IMPROVEMENT
    •  Acquiring email addresses  Achieving good deliverability  Automating for maximum results  Delivering relevant and personalized content THE COMPLETE BUYERS JOURNEY
    • Email Deliverability: 21 Steps to Success • www.towerdata.com/deliver Personalized Content • www.kunocreative.com/deliver Questions? • tburke@towerdata.com • chris@kunocreative.com RESOURCES