© 2012 Marketo, Inc. Marketo Proprietary and Confidential
All About Email: An Essential Guide to Email
Marketing Success
J...
Page 2
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
3.2 Billion
Page 3
© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
Page 4
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ENGAGEMENT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Power of
Personalization
Page 6
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Tokens
Page 7
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Data
Subject Line: Your 2013 FitBit Activity
Page 8
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Demographics
Government Healthcare
Page 9
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Targeted Emails are More Relevant
0
50
100
150
200
250
30...
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral Triggers
Page 11
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Key to Relevance is Behavioral Targeting
Top Tactics...
Page 12
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Nurturing Based on Behaviors
• Attends event
• Downloads...
Page 13
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Page 14
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Using a subscriber’s behavior
as a cue is the best way t...
Page 15
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Following Up
Page 16
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Browsing History
Page 17
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Abandoned Cart
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How to Create Well-
Designed Emails
Page 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Fundamentals
• Font
• Text Size
• Color
• Branding
•...
Page 20
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Subject Lines
Follow the Four “U”s:
1. Useful: Is the pr...
Page 21
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
64%
Page 22
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mobile vs. Desktop
As of Dec 2013, mobile opens have sur...
Page 23
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Responsive Design – CampaignMonitor.com
Page 24
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Responsive Design – Litmus.com
Page 25
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Image Alt Tags
Page 26
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Image Alt Tags
Page 27
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Image Alt Tags
Page 28
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Remove Extra Calls to Action
Page 29
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Remove Extra Calls to Action
Page 30
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
4 Must-Haves for a Successful Email
1.Intriguing and Hon...
Page 31
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The key to getting results, is to
show the subscriber ‘W...
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Testing for Success
Page 33
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
WhichTestWon.com
Page 34
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
“From” Line
A/B test showed significantly higher opens a...
Page 35
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Banners
Page 36
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Banners
10% CTR 5% CTR
Page 37
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buttons
Page 38
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buttons
Page 39
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buttons
Page 40
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buttons
Page 41
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buttons
21% Lift in Conversion
Page 42
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Button Placement
Page 43
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Button Placement
6% Higher CTR
Page 44
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
A/B testing isn’t about what
you like, it’s about what y...
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
THANK YOU!
Jessica Langensand
Marketing Programs Manager
Marketo...
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A powerpoint presentation to share with all my fb friends and as a gift for those who are begining to start up in business. Have fun reading and trying to make a living for your families. Wassalam
Prof Dr Nor Akmal bin Wahab

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  • I want to start us off with a few statistics to set the stage on why we’re here. As of 2013, there are more than 3.2 billion email accounts in existence. That’s more than the number of facebook and twitter accounts combined. So for all the talk about email being dead, I think we can safely say that’s not true.
  • What is true is that it’s harder than ever to get your message heard by those 3.2 billion people.
     
    On any given day, the average customer will be exposed to over 3,000 media messages, they will pay attention to 52 of those messages and will positively remember 4. This is why we as marketers need to become even better at capturing the attention of our audience and hopefully become one of those 4 messages that they remember. 
     
  • The first way to be more targeted and engaging is through personalization
  • If you have the data available – USE IT! People don’t expect that you really know who they are, so try to catch their attention when you can.
  • If you can utilize data that you’ve already collected about someone, you can create a truly 1:1 feeling. This data could be – their purchasing history, a site they visited, or in this case – the distance I traveled in 2013.
  • And finally, you can use firmagraphic and demographic data to make an educated guess about what might resonate with your audience. For example, your message to someone in healthcare, is most likely going to be different than how you would market your product or service to someone who works in government. By segmenting effectively, you can create targeted emails that result in higher engagement.
  • A great way to increase reelvance is to focus on effective segmentation. Expanding further on the healthcare and government distinction, we can even get more granular with segmentation. For example, a marketing practitioner is going to have different wants and needs than the CMO, and we would therefore be able to send a separate, more relevant message to each.

    This analysis compares how engaging an email is to the size of the send. And we defined the engagement score by compiling things like email opens, clicks and replies.

    What you see is that there is a direct correlation between the size of the send and engagement. More to the point, smaller sends are typically more engaging than large ones.

  • Another key part of being relevant is targeting based on behaviors. Things like your role, or industry tell us what you might be interested in, behaviors tell us what you ACTUALLY like.
  • This data from MarketingSherpa shows that triggering and segmenting emails based on behaviors are the top two tactics that marketers can use to increase email engagement.

  • So what we do on our marketing team, is listen for behaviors. We listen for what events do you attend, what content do you download, what web pages you visit. And these behaviors tell us specifically what you’re interested in.

    Some examples of our interest streams are email, social, content marketing and technology. So when we see that you have a specific interest, we pull you out of the default stream, and place you into the stream that matches your specific interest.
  • So the results of using behaviors in order to increase relevance are pretty compelling. Here are email engagement statistics for standard nurture versus nurture triggered by behaviors to determine interest. You can see there is almost a 60% lift in terms of open and click to open rates.

    And there’s a huge lift for click rate, which is a much more meaningful conversion rate than the open rate, assuming of course there is a call to action in the email. For click rate, we saw around a 150% lift, or 2.5 times better performance compared to the click rate of the standard nurture.
  • With the data and tools available to us, we can be even more sophisticated about how we communicate with our audience – and they have come to expect it as well.
  • Here’s an example of a triggered email that we send out after someone attends one of our demos. It’s important to follow up after someone exhibits a behavior – not only to reinforce that you think of them as an individual, but also so that you make yourself available to continue the conversation.
  • This email from west elm is a perfect example of listening for action on a website and responding with a relevant and timely offer. In this case, I had been browsing around on their site but hadn’t put anything in my cart. Clearly West Elm is using an active trigger campaign that probably looks at the length of time someone spends looking at an item, and then sends an email to remind them of it the next day.

    It’s important for companies to keep their audience engaged even after they display just slight interest – like lingering on a product’s page for a while.
  • If you’re a frequent online shopper, you’re probably familiar with the abandoned cart email. This email from Adidas is a good example of triggering off a behavior, and then reminding me to act. If your potential customers are adding things to a cart, but not making the final purchasing step – you can use an email like this one to make it easy for them to complete the desired activity.

    An abandoned cart email should be clear and concise – ideally with a picture of the product left behind and a clear way to make a purchase.
  • So now that we’ve covered how and when to send emails, I want to dive into a few design considerations.
  • You have a lot of control when it comes to building your emails. A few key things to keep in mind are: what font to use, text size, colors (this may depend on your brand – as you can see, we use a lot of purple), where you will have your logo and how you will incorporate images.
  • A lot of people wonder how long a subject line should be. The truth is, there isn’t a magic number.
    I think the important thing to remember is not how long your subject line is, but more about what your subject line says.

    Now that you have the framework of your email ironed out, and an effective subject line – there are a couple design considerations I want to touch on.
  • According to Top Rank, 64% of decision-makers read their email on mobile devices.
  • It’s not just decision-makers – mobile has surpassed desktop opens across the board. Now accounting for 51% of email. This means that marketers need to be thinking about how their emails look on every device.
  • The image alt tag is an important element of the email that you shouldn’t over look – it’s a second chance to promote information in your email. As you can see, the first email was sent without any alt tags, and the one on the right has the call to action: Download the Social Media Tactical plan.

    You should always have an image description so that there’s context when images are turned off.
  • Whether your goal is getting someone to download content, attend an event, or purchase your product – the key to getting them to act, is to show what’s in it for them.
  • Now that we’ve covered designing your emails – I want to cover a really important (but also fun!) topic, which is A/B testing. In case you’re not familiar, A/B testing is when you take an email or a landing page and modify one variable to see which one performs better.
  • This page was for a $30k per plate dinner that Obama was holding back in my neighborhood of Palo Alto,CA. This experiment tested two parts of the Obama campaigns splash page: the “Media” section at the top and the call-to-action “Button” – so keeping in mind that the call to action here is to RSVP for a dinner, which button would you think performed best?
  • This landing page from Performable is a good example of a button color test. Everything on this page is identical, except for the color of the buttons. Now, how many of you think you’d be more likely to click on a green button? And red?
  • 21% more people clicked on the red button even though the pages were exactly the same in every other manner. The important thing to remember is that they didn’t have to increase traffic in order to increase results. This is the basis for why A/B testing is so important for your business.
  • I can’t tell you how many times we have tested something that we were sure would perform one way – only to be totally blindsided by the result.
  • Crm evolution-140821132103-phpapp01

    1. 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential All About Email: An Essential Guide to Email Marketing Success Jessica Langensand Marketing Programs Manager Marketo @jlangensand
    2. 2. Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 3.2 Billion
    3. 3. Page 3 © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
    4. 4. Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential ENGAGEMENT
    5. 5. © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Power of Personalization
    6. 6. Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Tokens
    7. 7. Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Data Subject Line: Your 2013 FitBit Activity
    8. 8. Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Demographics Government Healthcare
    9. 9. Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Targeted Emails are More Relevant 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Send SizeSource: 100s of Marketo campaigns
    10. 10. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Behavioral Triggers
    11. 11. Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Key to Relevance is Behavioral Targeting Top Tactics to Increase Email Engagement
    12. 12. Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Nurturing Based on Behaviors • Attends event • Downloads content • Click email • Fills out form • Score is changed Email Social Content MS CRM
    13. 13. Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
    14. 14. Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Using a subscriber’s behavior as a cue is the best way to capture their attention @jlangensand
    15. 15. Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Following Up
    16. 16. Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Browsing History
    17. 17. Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Abandoned Cart
    18. 18. © 2012 Marketo, Inc. Marketo Proprietary and Confidential How to Create Well- Designed Emails
    19. 19. Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The Fundamentals • Font • Text Size • Color • Branding • Images 
    20. 20. Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Subject Lines Follow the Four “U”s: 1. Useful: Is the promised message valuable to the reader? 2. Ultra-specific: Does the reader know what’s being promised? 3. Unique: Is the promised message compelling and remarkable? 4. Urgent: Does the reader feel the need to read it now? - Copyblogger
    21. 21. Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 64%
    22. 22. Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Mobile vs. Desktop As of Dec 2013, mobile opens have surpassed desktop (accounting for 51%)
    23. 23. Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Responsive Design – CampaignMonitor.com
    24. 24. Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Responsive Design – Litmus.com
    25. 25. Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Image Alt Tags
    26. 26. Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Image Alt Tags
    27. 27. Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Image Alt Tags
    28. 28. Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Remove Extra Calls to Action
    29. 29. Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Remove Extra Calls to Action
    30. 30. Page 30 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 4 Must-Haves for a Successful Email 1.Intriguing and Honest Subject Line 2.Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)
    31. 31. Page 31 © 2012 Marketo, Inc. Marketo Proprietary and Confidential The key to getting results, is to show the subscriber ‘What’s In It for Me’ (WIIFM) @jlangensand
    32. 32. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Testing for Success
    33. 33. Page 33 © 2012 Marketo, Inc. Marketo Proprietary and Confidential WhichTestWon.com
    34. 34. Page 34 © 2012 Marketo, Inc. Marketo Proprietary and Confidential “From” Line A/B test showed significantly higher opens and clicks (4% higher opens, 3% higher click-through) when sent from a Sales Rep… vs. Marketo Premium Content
    35. 35. Page 35 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Banners
    36. 36. Page 36 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Banners 10% CTR 5% CTR
    37. 37. Page 37 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Buttons
    38. 38. Page 38 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Buttons
    39. 39. Page 39 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Buttons
    40. 40. Page 40 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Buttons
    41. 41. Page 41 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Buttons 21% Lift in Conversion
    42. 42. Page 42 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Button Placement
    43. 43. Page 43 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Button Placement 6% Higher CTR
    44. 44. Page 44 © 2012 Marketo, Inc. Marketo Proprietary and Confidential A/B testing isn’t about what you like, it’s about what your audience responds to @jlangensand
    45. 45. © 2012 Marketo, Inc. Marketo Proprietary and Confidential THANK YOU! Jessica Langensand Marketing Programs Manager Marketo jlangensand@marketo.com @jlangensand

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