Webinar: The Playbook to
Email Marketing Success
3 Phases to Execute a Successful
Email Marketing Campaign

Training Day

...
the eBook

Three Phases to Execute
a Successful Email Campaign
Download your copy at
http://www.bridgelinedigital.com/reso...
About the presenters

Matt Sullivan
Director of Account Management
BS Computer Science, Rensselaer Polytechnic Institute
M...
Please engage with this presentation

We welcome your questions…
As the presentation is being given, we welcome your inqui...
Quick Poll Question

What are your biggest
email marketing challenges?

Use #EmailPlaybook Or in GotoWebinar Chat.
Who Is Bridgeline Digital?
Digital Engagement Solutions provider
Developer of the iAPPS platform


Over 750 quality custo...
How We Build Customer Success

We help our customers achieve their key initiatives by leveraging web technologies
Introduction
Football and Email Marketing are more alike
than you‟d think. To be successful, both
require precise planning...
Introduction: Email Still Wins the Day

When you think about the buzz words
surrounding contemporary marketing
strategies,...
Introduction: Email Survives As Preferred Channel

As a marketer, what are your goals?

Maximize Customer Engagement!
Ac...
Introduction: Cost/Benefit Advantage of Email Marketing

Oh, we almost forgot ….
EMAIL MARKETING IS INEXPENSIVE!
 Only a ...
Introduction: Cause for Concern?

Despite these benefits, Digital
Marketers everywhere are fumbling
away potential opportu...
Phase 1, Training Day
In Phase 1, we examine everything that goes
into a great campaign Game Plan – from how
to target cus...
Phase 1, Training Day

The 2 W‟s of Email Marketing:
 What are your goals?

 Who is your audience?
Phase 1, Training Day

How to Answer the WHAT and WHOM …
SCOREBOARD SAYS…
 Be relevant
 What is the focus of the email?
...
Phase 1, Training Day

Types of Email …
 Lead Generation
 Lead Nurturing
 Brand Awareness

 Thought Leadership
 Conve...
Phase 1, Training Day

Email Timing …
Studies show some days may be better.
Know Your Audience!


Consumers opened 19.9% ...
Phase 1, Training Day

How to deal with ISP Warming …
 ISPs are very protective of emails
sent through their servers
 Ne...
Phase 2, Game Day
In Phase 2, we discuss everything that
makes an email great – from design to
content, all the way to del...
Phase 2, Game Day

Writing the Subject Line
“Either write something worth reading or do something worth writing.”
- Benjam...
Phase 2, Game Day

Writing the Subject Line (continued)
Word choice is your most important decision


Be aware of “spam” ...
Phase 2, Game Day

Writing the Subject Line (continued)
3 & Out – Final Analysis of
Subject Line Writing
 Wise word choic...
Phase 2, Game Day

Making a Strong Impression
 Calls to Action – draw
recipients to the goal of the
email
 Place most im...
Phase 2, Game Day

Mobile Matters …
(Don‟t get caught scrambling!)
 In 2nd half of 2012, 41% of commercial
emails were op...
Phase 3, Film Study
In Phase 3, we review the tape to figure out
what went right, what went wrong and how
we can nurture a...
Phase 3, Film Study

Never Give Up!
 Re-engage customers with
auto-responders
 Customer re-engagement
techniques
o Upsel...
Phase 3, Film Study

Re-Engagement Strategies Create Return …

Yet marketers fail to take advantage!
 Usage of automated ...
Phase 3, Film Study

Best of the Rest:
More Post Execution Tactics
 Time-based


Send secondary emails on
a different sc...
Phase 3, Film Study

Win or lose, there‟s always room for
improvement.
Scouting Report:
Learn About Your Audience Through ...
Phase 3, Film Study

Big 3 Email Marketing Statistics …
Bounce backs


Email returned to sender due to
invalid address

O...
Phase 3, Film Study

A/B Test Case Study: Winchester Hospital
 Component: Subject line, Copy
 Variable: Formal vs. Infor...
Phase 3, Film Study

A/B Test Case Study: Winchester Hospital
 Results: Email (B) Wins

 Takeaways:
 Informal drove mor...
Final Thoughts …

Email Marketing is not an exact science
… The goal is build upon each campaign.

Do you have the right t...
Q&A
Join the Conversation #EmailPlaybook

Matt Sullivan

Erik Gupp

Director of Account
Management
Bridgeline Digital
@Bri...
Thank You for joining the Webinar!

Continue the Conversation #EmailPlaybook
Follow us on twitter: @bridgeline
Visit us at...
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3 Phases to Email Marketing Webinar - Bridgeline Digital

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Webinar: The Playbook to Email Marketing Success

3 Phases to Execute a Successful Email Marketing Campaign

In this webinar you will learn how to deliver a winning email campaign. Studies show that customers overwhelmingly prefer businesses to engage them through email over any other channel.

Drive success with precise planning, flawless execution, and constant improvement!

In this webinar we Tackle Email Marketing With Our 3-Phase Playbook:

Phase 1, Training Day: We answer the pre-requisite questions that serve as the foundation of your email campaign.
Phase 2, Game Day: We divulge how to properly design your email and select the right content strategy.
Phase 3, Film Study: We examine post-execution tactics that improve your email strategy.

Join Bridgeline’s team of Email Marketing Specialists on Wednesday, November 21th at 12pm (Eastern) discussing the 3 Phases to Execute a Successful Email Campaign. Register here.

Speakers:

Matt Sullivan
Director of Account Management
Bridgeline Digital

Erik Gupp
Digital Specialist, iSG
Bridgeline Digital

Published in: Technology, Business
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  • UX and Design has a lot to do with how a customer will explore the site:Is it attractive? What nomenclature is used? Clear Call to ActionQuality Images – zoom, view from multiple anglesSeamless checkout – including mobile
  • 3 Phases to Email Marketing Webinar - Bridgeline Digital

    1. 1. Webinar: The Playbook to Email Marketing Success 3 Phases to Execute a Successful Email Marketing Campaign Training Day Game Day Presented by: Film Study @bridgeline bridgeline.com Join the Conversation #EmailPlaybook
    2. 2. the eBook Three Phases to Execute a Successful Email Campaign Download your copy at http://www.bridgelinedigital.com/resource-center/ebooks
    3. 3. About the presenters Matt Sullivan Director of Account Management BS Computer Science, Rensselaer Polytechnic Institute MBA Southern New Hampshire University msullivan@bridgelinedigital.com Erik Gupp Digital Specialist, iAPPS Success Group BS Marketing, Bentley College egupp@bridgelinedigital.com Join the Conversation #EmailPlaybook
    4. 4. Please engage with this presentation We welcome your questions… As the presentation is being given, we welcome your inquires. Just open the questions pane and ask what you want to know.
    5. 5. Quick Poll Question What are your biggest email marketing challenges? Use #EmailPlaybook Or in GotoWebinar Chat.
    6. 6. Who Is Bridgeline Digital? Digital Engagement Solutions provider Developer of the iAPPS platform  Over 750 quality customers  Repeat business was 72% of FY12 revenues  iAPPS enjoys an impressive 94% retention rate  Achieved Record Results FY 2012  In 2012 - Deloitte recognizes Bridgeline Digital as one of the Fastest 500 growing technology companies in America  Record revenues and record iAPPS licenses  UPS Logistics selected iAPPS as their exclusive Web Content Management and eCommerce solution  Over 230 passionate employees in 11 offices globally
    7. 7. How We Build Customer Success We help our customers achieve their key initiatives by leveraging web technologies
    8. 8. Introduction Football and Email Marketing are more alike than you‟d think. To be successful, both require precise planning, flawless execution & a desire to constantly improve. @bridgeline Matt Sullivan
    9. 9. Introduction: Email Still Wins the Day When you think about the buzz words surrounding contemporary marketing strategies, what new trends & channels come to mind?
    10. 10. Introduction: Email Survives As Preferred Channel As a marketer, what are your goals? Maximize Customer Engagement! Achieve Optimal Customer Satisfaction! Turn Prospective Customers Into Actual Customers
    11. 11. Introduction: Cost/Benefit Advantage of Email Marketing Oh, we almost forgot …. EMAIL MARKETING IS INEXPENSIVE!  Only a mere 2% of marketers rated leads generated from Email Marketing as „High Cost,‟ representing the lowest cost per lead channel.  93% of Marketers will INCREASE or maintain their Email Marketing Budget in 2014.
    12. 12. Introduction: Cause for Concern? Despite these benefits, Digital Marketers everywhere are fumbling away potential opportunities from Email Marketing …  2009 Email Open Rates stood at just 22%  Today‟s Email Open Rates hover at 20%
    13. 13. Phase 1, Training Day In Phase 1, we examine everything that goes into a great campaign Game Plan – from how to target customers to specific types of emails you should deliver to meet your goals.
    14. 14. Phase 1, Training Day The 2 W‟s of Email Marketing:  What are your goals?  Who is your audience?
    15. 15. Phase 1, Training Day How to Answer the WHAT and WHOM … SCOREBOARD SAYS…  Be relevant  What is the focus of the email?  Drafting vs. back-fill  Who are you communicating to?  Audience Segmentation
    16. 16. Phase 1, Training Day Types of Email …  Lead Generation  Lead Nurturing  Brand Awareness  Thought Leadership  Conversion Based Goals, Not Messaging, Should Drive Email Layout
    17. 17. Phase 1, Training Day Email Timing … Studies show some days may be better. Know Your Audience!  Consumers opened 19.9% of emails received on Tuesday  Friday was also 19.6%  Any time after 4 PM is NOT IDEAL
    18. 18. Phase 1, Training Day How to deal with ISP Warming …  ISPs are very protective of emails sent through their servers  New or unused IP addresses could be flagged  Suggested Best Practice: o Divide monthly email volume by 30 and evenly distribute over the 1st month
    19. 19. Phase 2, Game Day In Phase 2, we discuss everything that makes an email great – from design to content, all the way to delivery. Erik Gupp
    20. 20. Phase 2, Game Day Writing the Subject Line “Either write something worth reading or do something worth writing.” - Benjamin Franklin A subject line as important as your quarterback!  Open rates are higher with shorter subjects  Click-thru rates are 75% higher with shorter subjects
    21. 21. Phase 2, Game Day Writing the Subject Line (continued) Word choice is your most important decision  Be aware of “spam” words o Coupon o Party o Available o Advance  Personalization drives engagement!  Studies show Customers value novelty  New (88.9% better than avg CTR)  Everything (104.1% better than avg CTR)
    22. 22. Phase 2, Game Day Writing the Subject Line (continued) 3 & Out – Final Analysis of Subject Line Writing  Wise word choice is pivotal – and sensitive – to reaching your audience.  Concision is your best friend.  Offering limited-time sales – either by season, event or personalized dates – is a proven engagement technique.
    23. 23. Phase 2, Game Day Making a Strong Impression  Calls to Action – draw recipients to the goal of the email  Place most important content “above the fold”  HTML vs. Plain Text o 65% of consumers prefer emails that contain most images o Social buttons
    24. 24. Phase 2, Game Day Mobile Matters … (Don‟t get caught scrambling!)  In 2nd half of 2012, 41% of commercial emails were opened on mobile devices – up from 27% the previous year  Responsive Design isn’t just for the web
    25. 25. Phase 3, Film Study In Phase 3, we review the tape to figure out what went right, what went wrong and how we can nurture and retain our loyal fan base.
    26. 26. Phase 3, Film Study Never Give Up!  Re-engage customers with auto-responders  Customer re-engagement techniques o Upsells o Re-engagements o Shopping Cart Abandonment
    27. 27. Phase 3, Film Study Re-Engagement Strategies Create Return … Yet marketers fail to take advantage!  Usage of automated email related to customer events stands LOW, at only 30%  Only 11% of companies send automated emails to prospective customers
    28. 28. Phase 3, Film Study Best of the Rest: More Post Execution Tactics  Time-based  Send secondary emails on a different schedule  Base follow-up on activity type  Content-based  Use content based on behavior to drive next steps  Provide more in-depth content in follow-up messages
    29. 29. Phase 3, Film Study Win or lose, there‟s always room for improvement. Scouting Report: Learn About Your Audience Through A/B Testing  Focus on one variable o Subject lines o CTA o Content  Attack large items, not small changes like button color
    30. 30. Phase 3, Film Study Big 3 Email Marketing Statistics … Bounce backs  Email returned to sender due to invalid address Open Rate  The percentage of recipients who opened your email Click-Thru Rate (CTR)  Measures effectiveness of campaign based on number of recipients that click on a specific link
    31. 31. Phase 3, Film Study A/B Test Case Study: Winchester Hospital  Component: Subject line, Copy  Variable: Formal vs. Informal Tone
    32. 32. Phase 3, Film Study A/B Test Case Study: Winchester Hospital  Results: Email (B) Wins  Takeaways:  Informal drove more CTA engagement  Adjusted CTR was higher with informal email  Open Rate remained similar
    33. 33. Final Thoughts … Email Marketing is not an exact science … The goal is build upon each campaign. Do you have the right tools to execute?  If you can’t measure it, you can’t manage it. o Only 20% of respondents report their ESP as being “well integrated” with their CRM o 28% said there was “no integration”
    34. 34. Q&A Join the Conversation #EmailPlaybook Matt Sullivan Erik Gupp Director of Account Management Bridgeline Digital @Bridgeline Digital Specialist Bridgeline Digital @Bridgeline
    35. 35. Thank You for joining the Webinar! Continue the Conversation #EmailPlaybook Follow us on twitter: @bridgeline Visit us at: www.bridgeline.com

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