Online Marketing Summit<br />SEATTLE| JUNE2010<br />Getting the Payoff from<br />Direct Response Mail<br />Allison Hartsoe...
Part One: Basics of Email Marketing<br />	- 10 minutes of PPT tutorial<br />Part Two: Tracking Email Marketing<br />	- 10 ...
Basics of Email Marketing<br />3<br />Some rules can be bent, <br />others can be broken. <br />
There is not one “right” way, but here are some good places to start:<br />Mechanics<br /><ul><li>timing of drops, number ...
deliverability</li></ul>Content<br /><ul><li>subject line, voice, call to action, message</li></ul>Segmentation<br /><ul><...
Timing of drops <br /><ul><li>Shoot for Tues-Thurs afternoon send times for B2B.
Evenings for B2C – day depends. </li></ul>Number of drops<br /><ul><li>Limit sends to every 10-14 days
10% bounce rate (undeliverable)typical</li></ul>Legal Compliance<br /><ul><li>Can-Spam Act
Easy unsubscribe</li></ul>Mechanics<br />5<br />
Deliverability<br /><ul><li>Improve deliverability with email authentication #1
High image, low text ratio can trigger spam filters
Using font larger or smaller than 10-12 point flags spam
These words or symbols can cause havoc:
money
discounts
free offers
ALL CAPS
Lots of !!!! or $$$$ </li></ul>Mechanics<br />6<br />
Subject Line<br /><ul><li>Recognizable “from” name. Will need multiple.
Subject is brief (20-50 characters)
Highlights value, immediacy and offering. No guessing.</li></ul>Voice<br /><ul><li>How we build trust.
Tendency to speak sales (vague, superlatives).
Speak to a person in their “language”.
Make a positive emotional/ brand connection.</li></ul>Content<br />7<br />
Call to Action<br /><ul><li>Clear and simple. Understand within 5-10 seconds.
Repeat. Beginning, middle, end and sidebar.
Action plus immediacy (do this now).</li></ul>Message<br /><ul><li>Clear, straightforward message in first 90 words.
Compelling facts only. No fluff.
HTML vs Plain Text. Use multi-part formatting.</li></ul>Content<br />8<br />
Why?<br /><ul><li>Segmented campaigns produce at least 30% more opens and 50% higher CTR than undifferentiated messages.
Avoid list burn-out.</li></ul>Where?<br /><ul><li>Start with the list
geographic, behaviorial, purchase history, time of open
In the subject line can be helpful. </li></ul>Segmentation<br />9<br />
A Brief Walk-Through<br />Step 3. Clicked<br />
Step 1. Message is Received<br />Subject Line and From are doing the work<br /><ul><li> Recognize the sender.
 Subject is brief.
 Subject highlights clear value.
 Subject is timely.
 Subject is personalized. *</li></ul>From: Gary Angel<br />Subject: Dinner with Semphonic in SF on June 16<br />- 96% deli...
Upcoming SlideShare
Loading in …5
×

Oms Seattle Direct Marketing

697 views

Published on

Three parts: Email marketing fundamentals; campaign standards including google, omniture and webtrends tags; marketing automation tool

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

  • Be the first to like this

No Downloads
Views
Total views
697
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Oms Seattle Direct Marketing

  1. 1. Online Marketing Summit<br />SEATTLE| JUNE2010<br />Getting the Payoff from<br />Direct Response Mail<br />Allison Hartsoe<br />Vice President of Analytics<br />Semphonic <br />
  2. 2. Part One: Basics of Email Marketing<br /> - 10 minutes of PPT tutorial<br />Part Two: Tracking Email Marketing<br /> - 10 minutes of Campaign standard<br />Part Three: Marketing Automation Tools <br /> - 15 minutes of technology screen shots showing what drives our system.<br />Part Four: Discuss Your Strategy<br />Overview<br />2<br />
  3. 3. Basics of Email Marketing<br />3<br />Some rules can be bent, <br />others can be broken. <br />
  4. 4. There is not one “right” way, but here are some good places to start:<br />Mechanics<br /><ul><li>timing of drops, number of drops, legal
  5. 5. deliverability</li></ul>Content<br /><ul><li>subject line, voice, call to action, message</li></ul>Segmentation<br /><ul><li>why, where</li></ul>Basics of Email Marketing<br />4<br />
  6. 6. Timing of drops <br /><ul><li>Shoot for Tues-Thurs afternoon send times for B2B.
  7. 7. Evenings for B2C – day depends. </li></ul>Number of drops<br /><ul><li>Limit sends to every 10-14 days
  8. 8. 10% bounce rate (undeliverable)typical</li></ul>Legal Compliance<br /><ul><li>Can-Spam Act
  9. 9. Easy unsubscribe</li></ul>Mechanics<br />5<br />
  10. 10. Deliverability<br /><ul><li>Improve deliverability with email authentication #1
  11. 11. High image, low text ratio can trigger spam filters
  12. 12. Using font larger or smaller than 10-12 point flags spam
  13. 13. These words or symbols can cause havoc:
  14. 14. money
  15. 15. discounts
  16. 16. free offers
  17. 17. ALL CAPS
  18. 18. Lots of !!!! or $$$$ </li></ul>Mechanics<br />6<br />
  19. 19. Subject Line<br /><ul><li>Recognizable “from” name. Will need multiple.
  20. 20. Subject is brief (20-50 characters)
  21. 21. Highlights value, immediacy and offering. No guessing.</li></ul>Voice<br /><ul><li>How we build trust.
  22. 22. Tendency to speak sales (vague, superlatives).
  23. 23. Speak to a person in their “language”.
  24. 24. Make a positive emotional/ brand connection.</li></ul>Content<br />7<br />
  25. 25. Call to Action<br /><ul><li>Clear and simple. Understand within 5-10 seconds.
  26. 26. Repeat. Beginning, middle, end and sidebar.
  27. 27. Action plus immediacy (do this now).</li></ul>Message<br /><ul><li>Clear, straightforward message in first 90 words.
  28. 28. Compelling facts only. No fluff.
  29. 29. HTML vs Plain Text. Use multi-part formatting.</li></ul>Content<br />8<br />
  30. 30. Why?<br /><ul><li>Segmented campaigns produce at least 30% more opens and 50% higher CTR than undifferentiated messages.
  31. 31. Avoid list burn-out.</li></ul>Where?<br /><ul><li>Start with the list
  32. 32. geographic, behaviorial, purchase history, time of open
  33. 33. In the subject line can be helpful. </li></ul>Segmentation<br />9<br />
  34. 34. A Brief Walk-Through<br />Step 3. Clicked<br />
  35. 35. Step 1. Message is Received<br />Subject Line and From are doing the work<br /><ul><li> Recognize the sender.
  36. 36. Subject is brief.
  37. 37. Subject highlights clear value.
  38. 38. Subject is timely.
  39. 39. Subject is personalized. *</li></ul>From: Gary Angel<br />Subject: Dinner with Semphonic in SF on June 16<br />- 96% delivery rate / 75.86% open<br />From: June Dershewitz<br />Subject: Semphonic Brings Advanced Analytics Training to San Jose <br />– 100% delivery rate / 18% open<br />
  40. 40.
  41. 41.
  42. 42. If you put yourself in your prospect's shoes, you can see that that final desired action should be nothing more than a click. Your customers don't even want to read your emails, much less be sold to in the actual email. <br /> – Marketing Experiments Online<br />Use your landing page and the rest of your site to actually sell.<br />Step 3. Link is Clicked<br />From: Gary Angel<br />Subject: Dinner with Semphonic in SF on June 16<br /><ul><li>96% delivery rate / 75.86% open
  43. 43. 41% click through rate</li></ul>From: June Dershewitz<br />Subject: Semphonic Brings Advanced Analytics Training to San Jose <br />– 100% delivery rate / 18% open<br />- 3.77% click through rate<br />
  44. 44. 15<br />
  45. 45. Campaign Standard<br />16<br />Standards help you <br />go the distance.<br />
  46. 46. To track multiple campaigns: <br />Create a systematic standard<br />Tag your links<br />Campaign Standard<br />17<br />
  47. 47. What goes into a standard?<br />Type of marketing effort (email, banner, ppc)<br />Business unit<br />Audience / Target<br />Version<br />What does not go in?<br />Date<br />Confidential data<br />Campaign Standard<br />18<br />
  48. 48. Step 1: URLs need a Query String<br />This is everything after the question mark (?)<br />http://www.yoursite.com/landing_page.php?utm_campaign=fall-sale&utm_medium=banner&utm_source=boston.com&utm_content=text-only  <br />http://www.yoursite.com/?wt.mc_id=ppc-prov_prosp-campaignxyz<br />http://www.yoursite.com/?cid=bac-invid_prosp-joinnow<br /> <br />Campaign Standard<br />19<br />
  49. 49. Step 2: How to build the Query String<br />Google accepts the following variables in the query string. The red variables are the most important:<br />utm_campaign – the name of your marketing campaign. Keep it short and general. <br />utm_medium – method of distribution. This might be all PPC now but you could extend this tracking to email campaigns, banner ads, etc.<br />utm_source –who are you partnering with to push the message? Google, Yahoo, MSN, for example. <br />utm_content – ad version. Often used for testing one version of text over another. <br />utm_term – keyword. Google analytics will pull Adwords data through, but other engines will be lost unless you do further integrations. <br /> <br /> <br />Campaign Standard<br />20<br />
  50. 50. Step 3: Tag your links<br />Any link anywhere which is part of your campaign should be tagged. For example:<br />a PPC campaign run on Google might look like this:<br />http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=google<br />a PPC campaign on Yahoo might look like this:<br />http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=yahoo&utm_term=dental-insurance  <br />a newsletter campaign might look like this:<br />http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=news&utm_source=campaigner&utm_term=dental-insurance  <br /> <br /> <br />Campaign Standard<br />21<br />
  51. 51.  <br /> <br />Campaign Standard<br />22<br />
  52. 52. Marketing Automation Tools<br />23<br />I swear, I will <br />not kill anyone.<br />
  53. 53. Running an Automated System<br />24<br />Web<br />Emails<br />Marketing Database<br />CRM Database<br />Salesforce.com<br />Sugar<br />Marketo<br />Pardot<br />Salesfusion<br />Genius<br />many more<br />
  54. 54. Six Reasons Why We Use It<br />Email sends and reports<br />Segmentation by behavior and geography<br />Full web tracking<br />Automated lead scoring<br />Grade the “ideal” prospect<br />Nuture leads with daisy-chain campaigns<br />Why use marketing automation?<br />25<br />
  55. 55. Overall Email Send Statistics<br />
  56. 56.
  57. 57. 28<br />Individual Email Send Statistics<br />
  58. 58. Automated List Segmentation<br />
  59. 59. Web Tracking through the Cloud<br />Website<br /><ul><li>IP lookup let us know companies/ competitors are on and what they did.
  60. 60. Refer data tells us what was searched to get to us.
  61. 61. Progressive form capture moves anon visitor to individual.
  62. 62. Synchronized by email with CRM.</li></li></ul><li>Prospect Web Tracking Report<br />Pardot syncs <br />to Sugar CRM<br />
  63. 63. Web Tracking in Real Time <br />32<br />
  64. 64. 33<br />Automated Lead Scoring<br /><ul><li> Form/form handler/landing page success: +50 points
  65. 65. Form/form handler/landing page error: -5 points
  66. 66. Site search query: +3 points
  67. 67. Tracker click (from a Prospect Insight email, plug-in email, or a third-party email that includes a tracking parameter): +3 points
  68. 68. Visitor session: +3 points
  69. 69. Visitor page view: +1 point (if not customized)
  70. 70. Visitor page view specific pages: +5 points
  71. 71. Opportunity created: +50 points
  72. 72. Opportunity lost: -100 points</li></li></ul><li>Six Reasons Why We Use It<br />Email sends and reports<br />Segmentation by behavior and geography<br />Full web tracking<br />Automated lead scoring<br />Grade the “ideal” prospect<br />Nuture leads with drip campaigns<br />What we are just starting to do<br />34<br />
  73. 73. <ul><li>Monthly bits of information
  74. 74. Segmented information (xchange, mobile, omniture)
  75. 75. Conversional, helpful tidbits
  76. 76. Rule of 29</li></ul>Drip Campaign Examples<br />35<br />
  77. 77. Running an Automated System<br />36<br />Web<br />Emails<br />Marketing Database<br />CRM Database<br />Salesforce.com<br />Sugar<br />Marketo<br />Pardot<br />Salesfusion<br />Genius<br />many more<br />
  78. 78. There is no one “right” way.<br />Focus on building the relationship.<br />Different relationships for segmented audiences.<br />Aim to make your message something that generates recurring positive sentiment and response.<br />Sell on the landing, not the email.<br />Use automation tools to make the process easier.<br />Set up address to check the actions of your rules. <br />Key Takeaways<br />
  79. 79. Discussion: Your Strategy <br />38<br />You’re so money and you <br />don’t even know it.<br />
  80. 80. Allison Hartsoe<br />VP Analytics<br />Semphonic <br />www.semphonic.com<br />ahartsoe@semphonic.com<br />503-961-4443<br />Twitter: @a8llison<br />LinkedIn: http://www.linkedin.com/in/allisonhartsoe <br />39<br />Thank You<br />
  81. 81. Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br />Follow us @OMSummit<br />40<br />

×