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Using Email To Promote Webinars

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Using Email To Promote Webinars

  1. 1. Using Email to Promote Your Webcasts<br />July 2009<br />
  2. 2. Agenda – Using Email to Promote Your Webcasts<br />Role of Email in Your Webcast Program<br />List Building/Opt-in Forms<br />Deliverability<br />Design/Content Approaches<br />Email Tools/Features<br />Measurement/Testing<br />Q & A <br />
  3. 3. Role of Email/Samples<br />
  4. 4. Role of Email to Support Webcasts<br />Drive registrations<br />Increase attendance (live Webinars)<br />Distribute presentation/archived versions<br />Lead nurture content<br />On-going Webinar interest<br />
  5. 5. Webinar Emails - Types<br />Invitation<br />Confirmation<br />Reminder<br />Follow-Up<br />Lead Nurturing<br />Webinar “Channel”<br />
  6. 6. Invitation<br />
  7. 7. Confirmation<br />
  8. 8. Reminder<br />
  9. 9. Follow-Up – Thanks for Attending<br />
  10. 10. Nurture Email – Incorporate Webinars<br />
  11. 11. List Building/Opt-in Forms<br />
  12. 12. Drive People to Your Opt-in Page<br />
  13. 13. Web Site Promotion<br />
  14. 14. Webinar Pages<br />
  15. 15. Promote With Blog Posts<br />
  16. 16. Sponsored Emails<br />
  17. 17. Your Regular Newsletter<br />
  18. 18. Create Webinar/WP Email Channel<br />
  19. 19. Registration Forms<br /><ul><li> Don’t ask for too much, too soon
  20. 20. Think progressive
  21. 21. Ask for what you need and what you will use
  22. 22. But plan for lead scoring/nurturing</li></li></ul><li>Deliverability<br />
  23. 23. The Report Spam Button<br />
  24. 24. Deliverability Questions<br />Are your emails authenticated?<br />Are you maintaining a good sender reputation?<br />Do you have good list hygiene practices?<br />Are you monitoring blacklists?<br />Are you minimizing design, coding and content issues?<br />
  25. 25. 3 Main Types of Authentication<br />Sender Policy Framework (SPF)<br />Compares the sending mail server&apos;s IP address to the list of authorized sending IP addresses published by the sender domain&apos;s owner<br />SenderID<br />Attempts to verify that the from domain allows email from a specific IP or IPs<br />Domain Key Identified Mail (DKIM)<br />Uses keys to encrypt / decrypt a part of the header<br />
  26. 26. Authentication By ISP<br />
  27. 27. Reputation - How do ISPs perceive your mailing habits?<br />Do you honor the ISPs technical requirements?<br />The number of messages per day/hour/minute?<br />List hygiene<br />Complaints<br />What do you do with them?<br />Bad addresses <br />How many times do you send to addresses that don’t exist?<br />Spam Traps<br />“Honeypot” – old addresses<br />
  28. 28. Reducing SPAM Complaints – Deliverability Job #1<br />Avoid content that looks or sounds “spammy”<br />Don’t over mail! Stick to the frequency you promised at opt-in<br />Don’t send email that recipients didn’t explicitly request<br />Choose your sender name carefully—use your most recognized and expected brand<br />Have an “Update Preferences” link in every email to make it easy for recipients to update their preferences<br />Make your unsubscribe process easy, obvious and trustworthy<br />A good rule of thumb is to stay below 0.3% for each ISP<br />
  29. 29. Blacklists<br />There are HUNDREDS of blacklists<br />Three basic types<br />IP based<br />Domain based<br />URL based<br />Your ESP should monitor for you<br />Monitoring tools<br />Pivotal Veracity, Return Path<br />
  30. 30. SpamAssassin Rules – Use as a “Guide”<br />http://spamassassin.apache.org/tests.html<br />
  31. 31. A Few HTML/Content Don’ts<br />Don’t’ forget to create the text version<br />Not including the text part of the message can cause some filters to treat your email as spam. <br />Don’t have HTML errors:<br />Most common HTML errors come from not having a closing &lt;/FONT&gt; tag or having open &lt;TD&gt; or &lt;TR&gt; tags in the HTML<br />Don’t go overboard with large fonts, exclamation points – anything that looks spammy<br />
  32. 32. Design & Content<br />
  33. 33. From Names – Simple & Recognized<br /><ul><li> Who are Brian McDonald and Celia Brown?
  34. 34. Use simple, most recognized brand name
  35. 35. Publishers, others should establish Webinar/events brand
  36. 36. eMarketer FYI
  37. 37. ClickZ Events</li></li></ul><li>Subject Lines – Simple & Clear<br /><ul><li> Core title should be 50 characters or less
  38. 38. Be creative
  39. 39. Feel free to use a slightly different title
  40. 40. Think “subject line” when determining Webcast title
  41. 41. Use date for short notice
  42. 42. Brand with Webinar/Webcast</li></li></ul><li>Watch Subject Line Length<br /><ul><li>Are “Live” or “Invitation to…” critical?
  43. 43. Core title should be 50 characters or less
  44. 44. “The 7 Biggest Mistakes to Avoid When Running”</li></li></ul><li>Simple Personalization<br />First name<br />Attend versus “sorry you were unable to attend”<br />
  45. 45. Multiple Calls to Action<br />text<br />text<br />Image button<br />
  46. 46. <ul><li> Share this
  47. 47. Send 2 Friend
  48. 48. Additional resources</li></ul>Social Sharing<br />
  49. 49. Good layout<br /><ul><li> 2-column
  50. 50. Font colors
  51. 51. Font size
  52. 52. At-a-glance
  53. 53. Takeaways
  54. 54. Use of bullets</li></li></ul><li>With Images Blocked<br />
  55. 55. Feels Squished<br /><ul><li> Speakers are hidden
  56. 56. Copy is squished together
  57. 57. Recording reminder is good
  58. 58. Footer font is too small</li></li></ul><li><ul><li> Weak title
  59. 59. Photo is nice touch, but poorly executed</li></li></ul><li><ul><li> “Questions” is good approach
  60. 60. Takeaways
  61. 61. About the presenter
  62. 62. Related white paper</li></li></ul><li>BlackBerry Email & Browser Experience<br />Browser Version<br />BlackBerryBrowser<br />Email Version<br />BlackBerry IS installed email client<br />Original Email<br />
  63. 63. Cross-Platform Design Tips<br />
  64. 64. Timing/Cadence<br />Day of Week/Time of Day<br />Tues to Thursday generally best<br />Mornings generally best<br />Invites<br />2-6 weeks out<br />Reminders<br />1-2 weeks out<br />1-2 days out<br />Day of<br />Follow-up<br />Within 1-3 days<br />
  65. 65. Email Technology Features<br />
  66. 66. Email Technology Features - Basic<br />Personalization<br />Forward to A Friend<br />View Web Version<br />Trigger-based emails<br />Dedicated IP<br />Deliverability/ISP Relations Staff<br />
  67. 67. Email Technology Features – More Advanced<br />Survey Integration<br />Share to Social Feature<br />Rendering/Deliverability Monitoring<br />CRM/SFA Integration<br />Lead Scoring/Lead Nurturing<br />
  68. 68. Measurement & Improvement<br />
  69. 69. Measuring Success – Process Metrics<br />Open rate<br />Click-through rate<br />Delivery/Bounce rate<br />Spam complaint rate<br />Unsubscribe rate<br />Share rate<br />
  70. 70. Measuring Success – Output Metrics<br />List size/Growth<br />Registration rate<br />Attendance rate<br />Downloads/Views<br />Leads generated<br />Sales qualified leads<br />
  71. 71. Test, Test, Test - Examples<br />Subject line approach<br />Layout<br />Personalization<br />Copy style<br />Social sharing<br />Form fields - # and type<br />Frequency and timing<br />
  72. 72. On Twitter: @Silverpop@SilverpopB2Bwww.slideshare.net/silverpopwww.silverpop.com<br />Silverpop Engage B2B Marketing Automation<br />

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