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
Buildi...
Today buyers are making their decisions by doing research online.
In fact, 61 percent of buyers will use search engines to...
Email customers have 12% higher value
than social media customers. (Custora)
Almost 1/3 of repeat customers are
initiate...
 Can be difficult to obtain email
addresses from existing customers
and website visitors.
 Mail must be delivered to the...
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 a...
LIST GROWTH WITH
TOWERDATA EMAIL APPEND
 Match existing postal customers
with opt-in email database
 Obtain email addres...
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...
STEP 2
EMAIL DELIVERABILITY SUCCESS
Clean Your List
 Validate & correct old and
incoming email addresses
 Block spam tra...
Establish feedback loops
Enable authentication
Warm up new IP addresses
Use different IPs for distinct types of messag...
STEP 4
EMAIL DELIVERABILITY SUCCESS
Mail Consistently
 Mail new subscribers
immediately
 Establish a schedule of
regular...
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
 ...
TOWERDATA LIST CLEANING
FOR GUITAR CENTER
 Identified over 90% of bad emails
 Corrected or replaced 13% of their
invalid...
BENEFITS OF GOOD
EMAIL DELIVERABILITY
 Higher open rates
 Higher click and
response rates
 Fewer unsubscribes
 Increas...
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 ...
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
 Pers...
 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 subscrib...
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)
L...
Track and
analyze results
CONTINUOUS
IMPROVEMENT
 Acquiring email addresses
 Achieving good deliverability
 Automating for maximum results
 Delivering relevant and
per...
Email Deliverability: 21 Steps to Success
• www.towerdata.com/deliver
Personalized Content
• www.kunocreative.com/deliver
...
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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 more.

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

  1. 1. DELIVERING Email, Automation & The New Buyer’s Journey RESULTS
  2. 2. INTRODUCTION Tom Burke, CEO Chris Knipper, CEO
  3. 3. Validation Append Intelligence ABOUT US - SYMBIOSIS Content Marketing Demand Generation Marketing Automation
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7.  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
  8. 8. Improving Marketing Results by Addressing Email Deliverability Issues PART 1
  9. 9. EMAIL MARKETING SUCCESS Starts with growing your list.  Ask for email addresses at every touch point  Provide valuable and relevant content  Make it easy
  10. 10. 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
  11. 11. Continues with Email Deliverability: Getting your email messages delivered to the inbox. EMAIL MARKETING SUCCESS
  12. 12. 22% OF MARKETING EMAILS ARE NOT REACHING INBOXES (Return Path 2013) “ 22%
  13. 13.  Bounce Rate  Complaint Rate  Spam Trap Hits EMAIL DELIVERABILITY DEPENDS ON YOUR EMAIL REPUTATION
  14. 14. STEP 1 EMAIL DELIVERABILITY SUCCESS Set Expectations  Inform subscribers of content and frequency  Collect opt-in emails  Product-centric vs. educational emails
  15. 15. 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!
  16. 16. 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
  17. 17. STEP 4 EMAIL DELIVERABILITY SUCCESS Mail Consistently  Mail new subscribers immediately  Establish a schedule of regular mailings  Utilize automation
  18. 18. Personalization Segmentation Position in sales funnel STEP 5 EMAIL DELIVERABILITY SUCCESS Be Relevant
  19. 19. TOWERDATA LIST CLEANING FOR GUITAR CENTER Guitar Center Challenges  List of 3.5 million emails  Deliverability issues  Increase revenue by obtaining more addresses
  20. 20. 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
  21. 21. BENEFITS OF GOOD EMAIL DELIVERABILITY  Higher open rates  Higher click and response rates  Fewer unsubscribes  Increased revenues
  22. 22. Automation and the New Buyer’s Journey PART 2
  23. 23. Email and Beyond – It starts with traffic and leads created by content AUTOMATION TECHNOLOGY
  24. 24.  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?
  25. 25. This is the Demand Generation that creates Marketing Qualified Leads in your sales funnel LEAD NURTURING
  26. 26. Some aren’t ready to buy… And some aren’t sure if they want to buy from you… SALES FUNNEL STAGES
  27. 27. In past what did we do? We called them all! This cost a lot of $$ CREATE EFFICIENCIES
  28. 28. April – 16.2% July 2013 – 35.7% August 2013 – 38.9% TOWERDATA LANDING PAGE CONVERSION RATES Dramatically increasing
  29. 29. Companies that automate lead management see a 10% OR GREATER INCREASE IN REVENUE in 6-9 months (Gartner Research) “
  30. 30. AUTOMATED WORKFLOW CHECKLIST  Steps should flow  Delivery schedule should make sense for audience and sales cycle  Personalization and Segmentation
  31. 31.  Personalized Content  Highly relevant to intended recipients  Bottom Funnel offer COMPELLING AUTOMATION
  32. 32.  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
  33. 33. KUNO STORYTELLING Personalized Content
  34. 34. KUNO STORYTELLING Personalized Calls-to-Action
  35. 35. KUNO STORYTELLING Dynamic Landing Page Forms
  36. 36. KUNO STORYTELLING Behavior-triggered emails
  37. 37. 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
  38. 38. Track and analyze results CONTINUOUS IMPROVEMENT
  39. 39.  Acquiring email addresses  Achieving good deliverability  Automating for maximum results  Delivering relevant and personalized content THE COMPLETE BUYERS JOURNEY
  40. 40. Email Deliverability: 21 Steps to Success • www.towerdata.com/deliver Personalized Content • www.kunocreative.com/deliver Questions? • tburke@towerdata.com • chris@kunocreative.com RESOURCES

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