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Sending the Right Email to the Right Person

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Is email marketing dead? No way. In fact, email is one of the most profitable marketing channels in terms of ROI. What kind of emails should you send? How should you segment your contact database to ensure that you're sending the right email to the right person? What email metrics should you look at, and why?

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

Published in: Business, Technology

Sending the Right Email to the Right Person

  1. 1. SENDING THE RIGHT EMAIL TO THE RIGHT PERSON. Inbound Certification Class #8
  2. 2. #INBOUND
  3. 3. 1  Why email marketing is (still) important 2  How to send the right email to the right person 3  What makes an email world-class 4  Key takeaways and resources AGENDA
  4. 4. WHY EMAIL MARKETING IS (STILL) IMPORTANT. 1
  5. 5. Here’s what people think about email. FLICKR USER THOMAS ROUSING
  6. 6. SPAM People believe that email marketing means
  7. 7. OLD SCHOOL People also believe that email marketing is
  8. 8. Is email still effective?
  9. 9. 95% of online consumers use email; 91% check email at least once a day. Email has longer lifespan than social media. 77% of consumers prefer email for marketing communications. Email lets you be highly personal. Email marketing has an ROI of 4300%. 1 There are more than 3.2 billion email accounts today. 6 2 3 4 5 REASONS THAT EMAIL WORKS. SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)
  10. 10. Marketers who say they use email more today than they did three years ago. EMAIL IS GROWING. SOURCE: DIRECT MARKETING ASSOCIATION
  11. 11. I get it. I’m in. How can email help me?
  12. 12. Attract New Visitors EMAIL MARKETING WORKS FOR EVERY STAGE OF THE INBOUND METHODOLOGY 1 2 3 4 Convert Visitors Into Leads Nurture Leads Into Customers Delight Customers Into Promoters
  13. 13. 1 ATTRACT NEW VISITORS
  14. 14. People like to share content they like. FLICKR USER BEN GREY
  15. 15. FLICKR USER IAN SANE Segmented lists + relevant content + sharing = exponential reach beyond existing leads
  16. 16. 2 CONVERT VISITORS INTO LEADS
  17. 17. Use email to gain FLICKR BEN GREY
  18. 18. FLICKR RICHARD.ASIA When a lead forwards your email to someone, you gain the power of social proof. Encouraging referrals from existing leads helps you generate new ones.
  19. 19. 3 NURTURE LEADS INTO CUSTOMERS
  20. 20. When you segment lists and tailor emails to each lead, they’ll be more engaged. FLICKR KY_OLSEN
  21. 21. Build a relationship with your lead by being helpful. FLICKR KY_OLSEN
  22. 22. Email doesn’t have to be a one-sided conversation. Use it to listen to your audience trigger email responses. FLICKR KY_OLSEN
  23. 23. Nurture leads with content that helps them do their job better. They’ll be more open to speaking to your sales team down the road. FLICKR USER JENNY DOWNING
  24. 24. 4 DELIGHT CUSTOMERS INTO PROMOTERS
  25. 25. Just because a lead becomes a customer doesn’t mean your job here is done. FLICKR USER LISANDRO M. ENRIQUE
  26. 26. Continue to engage customers by sending helpful resources and customer-only extras – attention is key to delight. FLICKR USER JD HANCOCK
  27. 27. Email is a cost-effective way to strengthen relationships with customers, upsell products, and reduce churn.
  28. 28. 2 HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON.
  29. 29. Determine who your audience is HOW TO SEND THE RIGHT EMAIL. 1 2 3 Segment your contacts database Send the right content at the right time 4 Nurture your lead into a customer
  30. 30. 1 DETERMINE WHO YOUR AUDIENCE IS
  31. 31. Right Content Right Audience Right Timing SUCCESS +
  32. 32. INBOUND MARKETING STRATEGY
  33. 33. This is where segmentation comes in. INBOUND MARKETING STRATEGY
  34. 34. THE RIGHT AUDIENCE •  Who are your ideal customers? •  What are their interests? •  What are their pain-points? •  What are their behavior patterns, motivations, and goals? ?
  35. 35. THE RIGHT TIMING
  36. 36. 39% 34% 28% 24% 24% 24% 21% Increased Open Rates Greater Email Relevance Lower Opt-Out/Unsubscribe Rates Better Deliverability Increased Sales Leads Greater Revenue Greater Customer Retention % of respondents EMAIL LIST SEGMENTATION RESULTS SOURCE: LYRIS, INC.
  37. 37. 2 SEGMENT YOUR CONTACTS DATABASE
  38. 38. Increase deliverability Increase reach SEGMENT TO HIT SPECIFIC GOALS Increase engagement
  39. 39. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  40. 40. Your list decays at 25% a year. A list with 10,000 contacts will only have 5,625 viable contacts in 3 years.
  41. 41. FLIICKR USER HEGARTY_DAVID Emailing purchased lists increases your chances of being marked as SPAM and decreases deliverability rates.
  42. 42. FLICKR USER REMON RIJPER Say goodbye to unengaged leads. Suppress them from your segmented lists.
  43. 43. FLICKR USER @NOTNIXON Regularly update lists to account for unsubscribed contacts.
  44. 44. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  45. 45. FLIICKR USER EMILIOKUFFER Sending content to targeted lists increases open rates and click through rates.
  46. 46. FLICKR USER IRON RODAR GEOGRAPHIC SEGMENTATION •  IP Area •  Time Zone •  Area Code •  Address
  47. 47. FLICKR USER _HADOCK_ FIRMOGRAPHIC SEGMENTATION •  Company size •  Company type •  Industry
  48. 48. FLICKR _HADOCK_ ROLE SEGMENTATION •  Department •  Seniority •  Function
  49. 49. FLICKR _HADOCK_ BEHAVIORAL SEGMENTATION •  Conversion events •  Email opens •  Page views
  50. 50. R ROBERT S. DONOVAN MARKETING INTELLIGENCE •  # of Twitter followers •  # of Facebook fans •  SEO search terms •  Website Pages •  Technology
  51. 51. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  52. 52. FLIICKR USER MOHAMMED ALNASER Some leads are never going to convert. But they love you!
  53. 53. FLICKR IRON RODART – ROYCE VAIR (“STAR SHOOTER”) LET THEM SPREAD THE LOVE. •  Evangelists •  Influencers •  Students
  54. 54. 3 SEND THE RIGHT CONTENT AT THE RIGHT TIME
  55. 55. SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  56. 56. •  Videos •  Blog posts •  Slideshares •  Free Tools •  Ebooks/Guides SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  57. 57. •  Webinars •  Case Studies •  FAQ Sheets •  Product Whitepapers •  Third-Party Reviews SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  58. 58. •  Free Trials •  ROI Reports •  Product Demos •  Consultations •  Estimates/Quotes SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  59. 59. 4 NURTURE A LEAD INTO A CUSTOMER
  60. 60. Say someone views your pricing page…
  61. 61. They’re interested, but aren’t talking to sales yet.
  62. 62. What if you could instantly facilitate a conversation and connect them with sales?
  63. 63. Create a segmented list…
  64. 64. …that triggers a workflow.
  65. 65. Lead receives an email from you asking if they have any questions about pricing. …that triggers a workflow.
  66. 66. Their sales rep receives a notification that they’ve viewed the pricing page. …that triggers a workflow.
  67. 67. WHAT MAKES AN EMAIL WORLD-CLASS. 3
  68. 68. Emails should add value, not ask for it.
  69. 69. It is also essential that you OPTIMIZE YOUR EMAILS.
  70. 70. 1 Identify a specific goal EMAIL BEST PRACTICES 2 Personalize sender info 3 Personalize email copy 4 Get to the point 5 Address leads directly 6 Use actionable language 7 Focus on benefits 8 Use multiple CTAs 9 Encourage sharing 10 Edit the plain-text 11 Optimize for mobile 12 Analyze Results
  71. 71. IDENTIFY A SPECIFIC GOAL. •  Generate new leads: enable sharing •  Follow up on offer download: kickback email •  Collect audience feedback: surveys •  Increase program awareness: informative copy •  Nurture leads further down the funnel: resources •  Facilitate sales process: CTA such as “call us” •  Educate customers about new features: overview 1
  72. 72. SEND YOUR EMAIL FROM A PERSON, NOT A COMPANY. Increase open rate by 3-5% 2
  73. 73. USE PERSONALIZATION.3
  74. 74. First name 3 USE PERSONALIZATION.
  75. 75. 3 USE PERSONALIZATION. Most relevant download
  76. 76. Company name 3 USE PERSONALIZATION.
  77. 77. Sales rep info 3 USE PERSONALIZATION.
  78. 78. Over 75% of email revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized emails see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP 3 USE PERSONALIZATION.
  79. 79. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  80. 80. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  81. 81. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  82. 82. No. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  83. 83. SPEAK DIRECTLY TO A PERSON.5
  84. 84. •  Incorporate verbs into your in-text CTAs and CTA buttons •  Get Your Templates •  Start Your Project Now •  Reserve Your Seat •  Let lead know what they can do by clicking your email’s in-text CTAs and CTA buttons •  Save time •  Generate more leads •  Increase production efficiency by 23% USE ACTIONABLE LANGUAGE.6
  85. 85. FOCUS ON BENEFITS, NOT FEATURES.7
  86. 86. USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs
  87. 87. USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs Add CTA to Signature
  88. 88. 8 USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs Link images to landing pages Add CTA to Signature
  89. 89. Edit alt-text of images + CTAs Link images to landing pages Modify preview text Add CTA to signature USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8
  90. 90. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  91. 91. ENCOURAGE SHARING TO GENERATE MORE LEADS.9 Use a tracking URL
  92. 92. ENCOURAGE SHARING TO GENERATE MORE LEADS.9 Use a tracking URL Personalize message when possible
  93. 93. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  94. 94. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  95. 95. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  96. 96. EDIT THE PLAIN TEXT.10
  97. 97. Do images display correctly? Is the text legible? Does it zoom properly? Is the Call-to-Action functional? Does the logo work on a smaller screen? OPTIMIZE FOR MOBILE.11
  98. 98. RUN A/B TESTS FOR: •  Subject line optimization •  Email templates •  Offers •  Length •  Images •  Copy •  CTAs ANALYZE YOUR RESULTS.12
  99. 99. ANALYZE YOUR RESULTS.12 Measure stats such as: •  Delivery rates
  100. 100. ANALYZE YOUR RESULTS.12 Measure stats such as: •  Delivery rates •  Open rates
  101. 101. ANALYZE YOUR RESULTS.12 Measure stats such as: •  Delivery rates •  Open rates •  Click-through rates
  102. 102. ANALYZE YOUR RESULTS.12 Measure stats such as: •  Delivery rates •  Open rates •  Click-through rates •  Contact churn
  103. 103. Measure stats such as: •  Delivery rates •  Open rates •  Click-through rates •  Contact churn •  Hard/soft bounces ANALYZE YOUR RESULTS.12
  104. 104. Analyze segment behavior: •  URL click popularity •  Unsubscribes vs, email preference changes •  Social shares by channel •  CTA click rate ANALYZE YOUR RESULTS.12
  105. 105. OK, that’s great. But what does a world-class email look like when you’ve put all of it together?
  106. 106. Example: Product Email
  107. 107. Example: Product Email Informational, more text is okay. You’re educating a lead about your product.
  108. 108. Example: Product Email Informational, more text is okay. You’re educating a lead about your product. Image is central part of the email. It links to a Slideshare about inbound marketing.
  109. 109. Example: Product Email Informational, more text is okay. You’re educating a lead about your product. Image is central part of the email. It links to a Slideshare about inbound marketing. Is there someone else at the organization that would be a better fit for this email? Encourage forwarding.
  110. 110. Example: Product Email Informational, more text is okay. You’re educating a lead about your product. Image is central part of the email. It links to a Slideshare about inbound marketing. Is there someone else at the organization that would be a better fit for this email? Encourage forwarding. Primary goal of this email is to encourage leads to learn more about the product. CTAs reflect that.
  111. 111. Example: Promotional Email
  112. 112. Example: Promotional Email Use personalization token such as contact’s first name
  113. 113. Example: Promotional Email Use personalization token such as contact’s first name Encourage sharing of download with colleagues/friends
  114. 114. Example: Promotional Email Use personalization token such as contact’s first name Encourage sharing of download with colleagues/friends Provide contact info in signature to facilitate 1:1 conversation
  115. 115. Example: Promotional Email Use personalization token such as contact’s first name Encourage sharing of download with colleagues/friends Actionable language + speaking directly to lead (“Your Templates”) Provide contact info in signature to facilitate 1:1 conversation
  116. 116. Example: Promotional Email Image sets expectations for what the download looks like and acts as a CTA Use personalization token such as contact’s first name Encourage sharing of download with colleagues/friends Actionable language + speaking directly to lead (“Your Templates”) Provide contact info in signature to facilitate 1:1 conversation
  117. 117. Example: Promotional Email Image sets expectations for what the download looks like and acts as a CTA Use personalization token such as contact’s first name Encourage sharing of download with colleagues/friends Actionable language + speaking directly to lead (“Your Templates”) Social sharing buttons to generate new leadsProvide contact info in signature to facilitate 1:1 conversation
  118. 118. Example: Nurturing Email
  119. 119. Plaintext style simulates 1:1 email Example: Nurturing Email
  120. 120. Example: Nurturing Email State reason for sending email Plaintext style simulates 1:1 email
  121. 121. Example: Nurturing Email State reason for sending email Optimize CTA around main goal: in this case, connecting lead with sales immediately. Plaintext style simulates 1:1 email
  122. 122. Example: Nurturing Email State reason for sending email Personalize sender. A real person is emailing. Note the position of the sender – gives authority. Plaintext style simulates 1:1 email Optimize CTA around main goal: in this case, connecting lead with sales immediately
  123. 123. KEY TAKEAWAYS AND RESOURCES.4
  124. 124. 1  To be successful at email marketing, you need to send the right content to the right person at the right time. 2  Email marketing can be used for brand awareness, lead generation, lead to customer conversion, and customer retention. 3  Segmenting your contacts database increases engagement and deliverability and decreases unsubscribe rates. KEY TAKEAWAYS
  125. 125. 4  You can use segmented lists to trigger nurturing sequences to move leads further down the funnel. 5  Each email should have one specific goal. 6  Personalization increases engagement and conversions. 7  Take the time to optimize emails – detail is key. KEY TAKEAWAYS
  126. 126. 1  The Anatomy of a 5-Star Email [eBook] 2  Optimizing Email Marketing for Conversions [downloadable guide] 3  8 Little Tricks to Make Your Emails More Clickable [blog post] RESOURCES

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