B2b Email Marketing - Tamara Gielen


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Succesvolle e-mailmarketing campagnes hebben drie kenmerken gemeen: een goede strategie, een sterke boodschap en een kwalitatieve database.

In deze sessie vertelt Tamara Gielen hoe u een kwalitatief adressenbestand opbouwt, wat de elementen zijn van een goede e-mailmarketingstrategie en hoe u uw boodschappen moet opbouwen om een zo optimale response te krijgen.

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B2b Email Marketing - Tamara Gielen

  1. 1. Building a Successful B2B Email Marketing Program<br />Tamara Gielen | @tamaragielen<br />
  2. 2. Goals & Objectives<br />
  3. 3. Goals & Objectives<br />What do you want to achieve?<br />What does success mean?<br />Who is your target audience?<br />
  4. 4. Contact strategy<br />Which are the key moments of truth?<br />What is a typical customer journey?<br />Where can email help drive prospects forward?<br />
  5. 5. Content strategy<br />Which types of content will you use?<br />Where will you source the content?<br />When & how will you send which content?<br />
  6. 6.
  7. 7. List growth strategy<br />Who is your ideal subscriber?<br />How can you help them NOW?<br />Where do they go for information?<br />
  8. 8. Key sources for opt-ins<br />Primary focus<br />Your website<br />All marketing communication initiatives<br />All touch points<br />Social media<br />PPC<br />Secondary focus<br />3rd party list rental<br />Co-registration<br />Partner agreements<br />There are no shortcuts!<br />
  9. 9. Some thoughts on list growth<br />List quality depends on source & incentive<br />Use single or double opt-in depending on source<br />If you're spending a ton of money on driving traffic to your website, at the very least convert that traffic into an opt-in<br />
  10. 10. Design skills<br />What does the email look like in different clients?<br />Is the message clear with images off?<br />Text or html?<br />
  11. 11. Writing skills<br />Is it clear what the reader needs to do?<br />Is the content scannable?<br />Is the content digestable?<br />
  12. 12. Handy email checklist<br />Want to receive this handy checklist for sending email campaigns?<br />Send an email to:<br />tamara@tamaragielen.com<br />
  13. 13. Database skills<br />How can you segment your database to ensure maximum relevance?<br />Which insights can you leverage to better target the message?<br />Can you trigger messages based on profile data?<br />
  14. 14. Analytical skills<br />What worked and what didn’t?<br />Which metrics will I show my management?<br />Hint: they don’t care about opens & clicks!<br />You can’t optimize what you don’t measure!<br />
  15. 15. Testing skills<br />Increase response by testing continuously.<br />Track, document and share your testing results<br />The key success metric should have a domino effect on the actions that follow<br />
  16. 16. What to test?<br />
  17. 17. Sender reputation<br />Use the right infrastructure to send your emails<br />Set up SPF, Sender ID & DKIM<br />Don’t behave like a spammer<br />Why good email marketing gets blocked as badhttp://deliverability.eventbrite.com use discount code: b2bnl<br />
  18. 18. Deliverability white paper<br />If your emails don’t make it to the inbox, you can can test and optimize all you want, it won’t matter<br />Request a copy of this deliverability white paper:tamara@tamaragielen.com<br />
  19. 19. Some parting thoughts<br />Use buyer personas and target content to them specifically<br />Create an editorial calendar<br />map out all the campaigns you plan to send in the next 6-12 months<br />Automate as much as possible<br />
  20. 20. Triggered emails perform 3-5x better<br />Untargeted broadcast emails<br />Open rate: 20%<br />Click-through rate: 9,5%<br />Conversion rate: 1,1%<br />Triggered from user actions<br />Open rate: 27%<br />Click-through rate: 9,3%<br />Conversion rate: 2,3%<br />Targeted with web click data<br />Open rate: 33%<br />Click-through rate: 14%<br />Conversion rate: 3,9%<br />Dollars generated per month<br />Source: Jupiter Research, 2006<br />
  21. 21. Email marketing courses<br />In-company workshops & courses<br />Online courses<br />Public cursussen<br />For more information:<br />tamara@tamaragielen.com<br />
  22. 22. Email marketing consulting<br />Advice, training & coaching<br />Newsletter, campaign and program audits & optimization<br />Deliverability support<br />Campaign management<br />Design & production of email campaigns<br />
  23. 23. Questions?<br />Connect with me:<br />Email: tamara@tamaragielen.com <br />Phone: +32 477 666 930<br />Website: www.tamaragielen.com <br />LinkedIn: be.linkedin.com/in/tamaragielen<br />Skype: tamaragielen<br />Twitter: @tamaragielen<br />