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Inbound & Email Marketing: So Happy Together


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Greg Cangialosi of Blue Sky Factory and Brian Halligan of Hubspot discuss the in's and out's of Inbound and Email Marketing and why they work so well together.

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Inbound & Email Marketing: So Happy Together

  1. 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Inbound & Email Marketing: So Happy Together Brian Halligan - CEO, Hubspot Greg Cangialosi - CEO, Blue Sky Factory Tuesday, October 13,2009 1:00 PM
  2. 2. Inbound Marketing Stretch The Top Of Your Funnel
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing Is Hard 800-555-1234 Annoying Salesperson
  5. 5. Get Found
  6. 6. Threats & Opportunities
  7. 7. Threats & Opportunities
  8. 8. Step 1 <ul><ul><li>Blog </li></ul></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>News Releases </li></ul></ul>
  9. 9. Step 2
  10. 10. Step 3
  11. 11. Step 4
  12. 12. Learn More
  13. 13. Getting the Opt-In - Step 1 <ul><ul><li>Permission-Based Email </li></ul></ul><ul><ul><li>No pre-checked boxes or tricks </li></ul></ul><ul><ul><li>Consider using incentives.    </li></ul></ul>TRUST is Established! Copyright 2009 Blue Sky Factory
  14. 14. Make it Easy to Convert <ul><ul><li>Make the sign-up easy </li></ul></ul><ul><ul><li>Provide sign-up on every page and/or prominent on homepage </li></ul></ul><ul><ul><li>Ex: Active Junky </li></ul></ul>Copyright 2009 Blue Sky Factory
  15. 15. While They Are Converting... <ul><ul><li>Tell them what they will receive! </li></ul></ul><ul><ul><li>Include newsletter / communication titles and a brief description of what you offer. </li></ul></ul><ul><ul><li>Show the frequency at which they are sent. </li></ul></ul><ul><ul><li>Include other email offerings – Specials, Press Releases, etc. </li></ul></ul>Copyright 2009 Blue Sky Factory
  16. 16. Welcome Email - Step 2 <ul><ul><li>Send a Welcome Email Immediately! </li></ul></ul><ul><ul><li>Confirm the benefits of your communication: </li></ul></ul><ul><ul><ul><li>78% of welcome emails explained the benefits of signing up. - Email Experience Council </li></ul></ul></ul><ul><ul><li>Confirm frequency/type of email. </li></ul></ul><ul><ul><li>Use Branding (reinforces the sender/receiver relationship) </li></ul></ul>Copyright 2009 Blue Sky Factory
  17. 17. Copyright 2009 Blue Sky Factory
  18. 18. Working the Funnel - Step 3 1. Top of Mind = Mindshare! 2. Nurture, Nurture, Nurture. (Its not about the sale today)     3. Add value to your subscribers. 4. There are many different types of &quot;conversions&quot; treat them uniquely. Copyright 2009 Blue Sky Factory
  19. 19. The Follow Up Copyright 2009 Blue Sky Factory
  20. 20. The Gentle Reminder Copyright 2009 Blue Sky Factory
  21. 21. The Cross Sell Copyright 2009 Blue Sky Factory
  22. 22. The Newsletter Copyright 2009 Blue Sky Factory
  23. 23. Adding Value & Relationship Copyright 2009 Blue Sky Factory
  24. 24. Frequency (Test, Test, Test) <ul><ul><li>Do not over email! </li></ul></ul><ul><ul><li>Frequency should be determined on a list-by-list basis </li></ul></ul><ul><ul><li>Allow subscribers to choose the amount of email they receive from you </li></ul></ul><ul><ul><ul><li>37.4% say they receive more email than they expected when they signed up. - Return Path </li></ul></ul></ul><ul><ul><li>  Track results in opens, clicks, opt-outs (that says it all!) </li></ul></ul>Copyright 2009 Blue Sky Factory
  25. 25. Data Collection Over Time <ul><ul><li>Subscribers can edit or add to their contact information </li></ul></ul><ul><ul><li>Allow them to add data that you did not acquire during their initial sign-up </li></ul></ul><ul><ul><ul><li>Name </li></ul></ul></ul><ul><ul><ul><li>Demographic Information </li></ul></ul></ul><ul><ul><ul><li>Geographic Information </li></ul></ul></ul><ul><ul><ul><li>Additional areas of Interest </li></ul></ul></ul><ul><ul><li>Use data for personalization </li></ul></ul>Copyright 2009 Blue Sky Factory
  26. 26. Key Considerations: - Supplement traditional marketing efforts with inbound marketing techniques (social media, blogs, SEO, etc) - Make your conversion (subscription process) SIMPLE. - Stay in front of your base with timely relevant emails that your subscribers asked for. - Track rigorously, and optimize through testing. Copyright 2009 Blue Sky Factory
  27. 27. Thank You!   Q& A     Greg Cangialosi   Connect. 410.230.0061 x104 @gregcangialosi  @blueskyfactory  Brian Halligan Connect. 1-800-482-0382 @bhalligan @hubspot Copyright 2009 Blue Sky Factory