Total Engagement Marketing

602 views
500 views

Published on

Net Atlantic’s “Total Engagement Marketing” e-book covers 10 ways you can improve email marketing response in 2010. Email marketing offers marketers the tools to manage multiple campaigns, create micro-segments, track the entire customer lifecycle, and automate email based on customer behavior. Net Atlantic delivers a vision for the next era of online marketing.
Email marketing is the cornerstone of your Total Engagement Strategy.
By engaging your subscribers with
relevant content, you’ll achieve a great
sender reputation, expand your business
and increase sales. In this whitepaper,
discover why email should become the
center of your marketing strategy.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
602
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Total Engagement Marketing

  1. 1.
  2. 2. Total Engagement Marketing<br />
  3. 3. What is it?<br />
  4. 4. What is it?<br /><ul><li>A new set of rules
  5. 5. Email is the backbone
  6. 6. Combines all online methods
  7. 7. Maintains continuous touch</li></li></ul><li>Are you ready?<br />
  8. 8. Total Engagement Marketing<br />
  9. 9. Email is the<br />Backbone<br />of Total Engagement<br />
  10. 10. Blow up your website<br />Have them at hello<br />Ride the lifecycle<br />
  11. 11. Raise<br />Awareness<br />of your brand<br />
  12. 12. Deliver support services<br />Set viral triggers<br />
  13. 13. Make it<br />Personal<br />for your subscribers<br />
  14. 14. Create micro-segments<br />Automate personal emails<br />Keep it simpler<br />
  15. 15. Keep your<br />Eyes<br />open wide<br />
  16. 16. Get continuous permission<br />Immerse yourself in feedback<br />
  17. 17. 1. Blow Up Your Website<br />
  18. 18. Make email the center of your strategy<br />
  19. 19.
  20. 20. Welcome to our company. We hope you liked our free trial at click link.com/trial.<br />If you have not had time to check out our online demo, please register now.<br />___________________________________<br />More News<br />There is also a white paper about our upcoming product release. Click here.<br />
  21. 21. Welcome to our company. We hope you liked our free trial at click link.com/trial.<br />If you have not had time to check out our online demo, please register now.<br />___________________________________<br />More News<br />There is also a white paper about our upcoming product release. Click here.<br />
  22. 22. Only email can tie it all together.<br />Welcome to our company. We hope you liked our free trial at click link.com/trial.<br />If you have not had time to check out our online demo, please register now.<br />___________________________________<br />More News<br />There is also a white paper about our upcoming product release. Click here.<br />
  23. 23. 2. Have Them at Hello<br />
  24. 24. Track visitor behavior to learn how to create segments and engage.<br />
  25. 25. Engagement<br />Purchase<br />Peak Engagement(Send your email now)<br />Validate<br />Test<br />Learn<br />Post-Peak Engagement Dropoff(Engagement gets progressively more difficult)<br />Hello<br />Time<br />
  26. 26. Engagement<br />Purchase<br />Validate<br />Identify the major segments:<br /><ul><li>Actively Engaged Customers
  27. 27. Interested Customers
  28. 28. Lapsed Customers</li></ul>Test<br />Learn<br />Hello<br />Time<br />
  29. 29. Engagement<br />Purchase<br />Validate<br />Test<br />“Firms that maximize engagementand limit churn grow 30% faster.”<br />Learn<br />- TowerGroup, 4Point.com, June 2008<br />Hello<br />Time<br />
  30. 30. 3. Ride The Lifecycle<br />
  31. 31. Ride The Lifecycle<br /><ul><li>People & businesses change
  32. 32. Needs & interests change
  33. 33. Unite audience, message & time</li></li></ul><li>Growth<br />Loyalty<br />Retention<br />Interest<br />Acquisition<br />Awareness<br />
  34. 34. Growth<br />Loyalty<br />“Despite additional campaign costs, relevant campaigns increase net profits by an average of 18 times more than do broadcast mailings.”<br />Retention<br />Interest<br />Acquisition<br />Awareness<br />- Jeannie Mullen and David DanielsEmail Marketing: An Hour a Day (JupiterResearch)<br />
  35. 35. Growth<br />Loyalty<br />Retention<br />Interest<br />Email improves your visibility with customers throughout the lifecycle.<br />Acquisition<br />Awareness<br />
  36. 36. 4. Deliver Support Services<br />
  37. 37. Deliver Support Services<br /><ul><li>A proactive approach
  38. 38. Maintain continuous touch
  39. 39. Expand existing relationships</li></ul>Deliver Support Services<br />Maintains continuous touch<br />
  40. 40. “We are here and we are engaged.”<br />
  41. 41. 5. Set Viral Triggers<br />
  42. 42. Set Viral Triggers<br /><ul><li>Compel readers to forward email
  43. 43. Use dynamic digital content
  44. 44. Always create sharable links
  45. 45. Turn readers into influencers
  46. 46. Unleash the real power of email</li></li></ul><li>“74% of people are influenced by the opinions of others, and 47% read reviews before purchase.”<br />- ManageSmarter, September 2009<br />
  47. 47. 6. Create Micro-Segments<br />
  48. 48. Create Micro-Segments<br /><ul><li>Use data to its full potential
  49. 49. Make segments dynamic
  50. 50. Use multiple factors
  51. 51. No more watering the message
  52. 52. Keep the customer in charge</li></li></ul><li>1. Green<br />2. White<br />3. Black<br />1 & 3<br />4. Herbal<br />2 & 4<br />1 & 4<br />1 & 2 & 4<br />1 & 3 & 4<br />
  53. 53. 1. Green<br />2. White<br />3. Black<br />1 & 3<br />4. Herbal<br />Relevancy raises ROI<br />2 & 4<br />1 & 4<br />1 & 2 & 4<br />1 & 3 & 4<br />
  54. 54. 7. Automate personal emails<br />
  55. 55. Action<br />Trigger<br />Clickthrough<br />QualifyLead<br />Action<br />Trigger<br />Open<br />Welcome Email<br />Action<br />Action<br />Revenue <$10M/yr<br />Whitepaper Email<br />NoOpen<br />New Lead<br />Action<br />Revenue >$10M/yr<br />Manual Sales<br />
  56. 56. Automate Personal Email<br /><ul><li>Unprecedented detail
  57. 57. Improves relevance
  58. 58. Raises conversions
  59. 59. Increases revenue
  60. 60. Seamless & organic</li></ul>Action<br />Trigger<br />Clickthrough<br />QualifyLead<br />Action<br />Trigger<br />Open<br />Welcome Email<br />Action<br />Action<br />Revenue <$10M/yr<br />Whitepaper Email<br />NoOpen<br />New Lead<br />Action<br />Revenue >$10M/yr<br />Manual Sales<br />
  61. 61. Action<br />Trigger<br />Clickthrough<br />QualifyLead<br />Action<br />Trigger<br />Open<br />Welcome Email<br />Action<br />Action<br />Revenue <$10M/yr<br />Whitepaper Email<br />NoOpen<br />New Lead<br />Limited only by data & creativity<br />Action<br />Revenue >$10M/yr<br />Manual Sales<br />
  62. 62. Action<br />Action<br />Trigger<br />Action<br />Trigger<br />Confirm<br />Email<br />Register<br />QualifyLead<br />Clickthrough<br />QualifyLead<br />Action<br />Delay<br />Clickthrough<br />Delay<br />Action<br />Segment<br />ThreeDays<br />Open<br />Welcome Email<br />Action<br />Action<br />Reminder<br />Email<br />Open<br />SevenDays<br />New Member<br />Webinar Email<br />SevenDays<br />NoOpen<br />View WebDemo<br />Action<br />NoOpen<br />Existing Member<br />SurveyEmail<br />Action<br />Trigger<br />Action<br />Action<br />Trigger<br />QualifyLead<br />Readyto Buy<br />Follow Up Email<br />QualifyLead<br />Download<br />MoreInfo<br />Clickthrough<br />Action<br />Delay<br />Delay<br />Action<br />Not Interested<br />Whitepaper Email<br />Fourteen Days <br />Webinar Email<br />SevenDays<br />Open<br />No Open<br />
  63. 63. 8. Keep It Simpler<br />
  64. 64. Keep It Simpler<br /><ul><li>It takes discipline
  65. 65. Keep the acquisition path clear
  66. 66. Run campaigns more often
  67. 67. Scale down the message
  68. 68. Increase impact</li></li></ul><li>
  69. 69. Raise the value of each opportunity<br />
  70. 70. 9. Get Continuous Permission<br />
  71. 71. Get Continuous Permission<br /><ul><li>ISPs are better at identifying SPAM
  72. 72. A strong list gets the best response
  73. 73. Strengthen compliance practices
  74. 74. Improve deliverability
  75. 75. Most people will say “No”
  76. 76. Engage the ones who say “Yes”</li></li></ul><li>Ex. 1: Confirm above text<br />
  77. 77. Ex. 2: Confirm within text<br />
  78. 78. 10. Immerse Yourself in Feedback<br />
  79. 79. Immerse Yourself in Feedback<br /><ul><li>Know your customers
  80. 80. Discover new ideas
  81. 81. Understand pain points & needs
  82. 82. Optimize customer service
  83. 83. Gain a competitive edge</li></li></ul><li>Customer Service<br />Customers<br />Sales<br />Marketing<br />Training & Development<br />
  84. 84. Customer Service<br />Improve loyalty & retention<br />Customers<br />Sales<br />Marketing<br />Training & Development<br />
  85. 85. Conclusion<br />
  86. 86. Conclusion<br /><ul><li>Email ties it all together
  87. 87. Understand needs & interests
  88. 88. Deliver targeted information
  89. 89. Raise participation & trust
  90. 90. Deepen relationships</li></li></ul><li>Don’t lead customers, engage them<br />
  91. 91. Total Engagement Marketing<br />
  92. 92. About Net Atlantic<br /><ul><li>High deliverability
  93. 93. Powerful tracking & reporting
  94. 94. Dynamic segmentation
  95. 95. Email automation</li></li></ul><li>About Net Atlantic<br /><ul><li>Reseller & Agency editions
  96. 96. Dedicated email servers
  97. 97. Personal & expert services</li></li></ul><li>sales@netatlantic.com | 877-263-8285<br />www.netatlantic.com<br />

×