SlideShare a Scribd company logo
1 of 30
Download to read offline
Just-in-Time Marketing

  Using triggered email to put you in the right place at the right time.
“ recently read an article about how venture capitalists like to think that they are
  I
marketing geniuses. As I see it, it’s not limited to VCs.

The article pointed out that if you sit in on a C-suite meeting, the CEO reports on the
overall health of the company, the CFO gives an update on revenue and expenses, the
CIO reports on the infrastructure. Everyone nods their head in feigned understanding or
sighs with concern.

The CMO stands to give his report and suddenly everyone vies for an opportunity to
pontificate on their opinion.

This reminds me of more than a small number of senior-staff meetings in which I have
participated, I’ve watched in complete disbelief as the CEO took a slightly hostile stance
concerning the subject lines of emails being sent to promote a new product.

[Seriously?! The CEO doesn’t have more pressing concerns than the subject line of an
email?]

The article went on to point out that the reason [investors] have such strong opinions
about marketing is that this is an area where they can fake it far more convincingly...

                                                                                 [Here, here.]

                                               — Cyndie Shaffstall, founder, Spider Trainers
Introduction
79% of marketing leads      As marketers, we know the importance of timeliness — being
never convert into sales.   in front of the client with the right offer at the right time —
Lack of lead nurturing is   and, fortunately, email automation makes this possible. With
  the common cause of
                            triggered campaigns, we are transcending from when-we-
 this poor performance.
                            can marketing to just-in-time marketing and it’s making a
    — MarketingSherpa       difference. Triggered email marketing enables us to reach our
                            leads and prospects at a time that is most relevant to them
                            (and not when most convenient for us). These
                            campaigns, targeted with applications of explicit and implicit
                            data, are making great strides in:
                             response rates
                             cross-sell and up-sell activity
                             relevance of messages and offers
                             timeliness of delivery
Chapter 1


Nurturing your customers
 Nurturing Campaign.       Regular distribution of emails will help with getting your name
     A series of emails    out there and building and maintaining your brand. Emails
   designed to develop
                           enable you to be in front of your client when the time comes
  leads as sales ready.
 The process is used to
                           for them to make a purchasing decision.
 build relationships and      Types of triggers: Transactional, Recurring, Threshold
      develop trust with
                              Key Points: all three types of triggered emails should
prospects in a way that
 is both consistent and
                               focus on information that is relevant to your audience.
               relevant.      Analytics make the difference: Each event should be
                               designed to disclose as much information as you can
                               glean
Chapter 2


Choosing a software
               Passive
                               Automation is important to triggered campaigns. While
   lead, subscriber, or
               contact.         nearly any email application can send a series of
      A term to identify
                                emails, triggered campaigns can become
  members of a contact
   list who have neither        unmanageable if you are required to launch every
      unsubscribed nor
                                event, gather statistics, and segment responses into
   clicked on any links.
                                buckets manually.
                 Active
   lead, subscriber, or        There are a number of applications from which to
               contact.         choose, including Act-On
      A term to Identify
  members of a contact          Software, HubSpot, Eloqua, Marketo, Pardot, Infusion
list who have clicked on        Soft, Silverpop, ExactTarget, Genius.com, Vertical
    a message link that
     indicates a level of       Response, and more.
interest or engagement.
Chapter 3


Planning your event
            It’s quite easy for a triggered campaign to become unwieldy and
            provide you with more information than is useful to your company.
            To rein in the collection of too much data, we recommend that
            you map your program using a schematic of some sort.
               Define your goal: To keep your campaign on target and establish its
                success, you must define a goal and track and measure quantifiable
                results.
               Buckets: The action of your leads and customers in a triggered
                campaign should be used to categorize the recipient’s position in the
                purchasing or engagement process.
Chapter 4


Campaign components
   Companies that try to
                             Not every triggered campaign will have all of the possible
        contact potential
    customers within an      components, but understanding the role of each is
hour of receiving queries
                             important.
   are nearly 7 times as
likely to have meaningful       Launch email: the initial email used to get your campaign
  conversations with key         rolling.
     decision makers as
 firms that try to contact      Response email: at least one other email triggered
 prospects even an hour          automatically based upon some action or interaction.
   later. Yet only 37% of
  companies respond to          Nurturing emails: a series of emails sent after the initial
  queries within an hour.        launch.
                                Sign-up form: displayed on a landing page, either at your
                                 website or hosted in your automated email application
Chapter 4


Campaign components [continued]
               Form-confirmation landing page: upon successful
                submission of a form, display a confirmation in the
                same browser window.
               Form-confirmation email: a message to confirm to
                the visitor that you have received their form
                submission.
               Targeted landing pages: web pages that provide you
                with additional real estate to sell the recipient on the
                offer or just provide additional details.
Chapter 4


Campaign components [continued]
       One of the most-
                               Survey or poll: the inclusion of a poll or survey to your
 challenging aspects of
    marketing is making         campaign will reduce the number of unsubscribes and
    certain that you are
                                confirm that the people in your list want to be there and
       sending relevant
      messages to your          want to hear what you have to say.
audience. Segmentation
 improves your ability to
                               Database: the best list is the list you build through
  identify your audience        standard business practices such as attending
    and create targeted
             messages.
                                events, outbound calling, direct mail, partners, and
                                offering valuable content for download.
                               Segmentation: will enable you to send targeted
                                messages to each division.
Chapter 5


Designing content
            An inbox is a very noisy place and the importance of
            design cannot be understated. Most email applications
            offer templates, but templates rarely represent the
            uniqueness of your company, brand, product, or services.
            For a small investment companies such as Spider
            Trainers can create a custom template to visually promote
            your brand, matches your website, or is completely new
            and unique.
Chapter 5


Designing content [continued]
In a phenomenon known as tunnel vision, users may focus on only that content
that specifically interests them. Unfortunately, this often means that they will
ignore all other content — even if it is important or critical. Good
design, planning, and grouping helps to overcome this narrow view.
Chapter 5


Designing content [continued]
Here the key elements that you should include in most messages, whether you
are B2B or B2C:
   CTA: Arguably, the most important content within your triggered campaign
    are the calls to action. These little nuggets are the engagement point of your
    event — the reason to click.
   Testing CTAs: Calls to action are great fodder for A/B and multivariate
    testing — as long as you follow the rule of one message, one call to action.
Chapter 5


Designing content [continued]
               Personalization: most studies on the effectiveness of
                personalization in email indicate that click-thru rates
                are higher when the message is personalized, but not
                when you personalize the subject line.
               Mobile (responsive) designs: the desktop computer
                still dominates most email interaction and accounts for
                64% of opens overall, the mobile (tablets and
                smartphones) makes up the 36% balance. If your
                mobile users account for even as few as 10% of your
                list, it’s probably time to consider sending mobile-
                friendly formats (responsive).
Chapter 6


Writing subject lines
 Subject lines with 49 or
                             It’s well established and common sense that subject-line
   fewer characters had
open rates 12.5% higher      content needs to grab your audience’s attention and get
than for those with 50 or
                             them to continue reading — anything short of that and
   more. Click-thru rates
 for subject lines with 49   you’ve wasted your time — but word length plays an equal
     or fewer characters
                             role and has its own list of dos and don’ts.
  were 75% higher than
     for those with 50 or    There was a time when spam filters were set up to filter
                   more.
                             out certain words such as FREE, but today emails are
          — Return Path
                             more likely to be filtered out based upon a company’s
Subject lines with five or
                             reputation. If your reputation is strong, you can try using
six words outperformed       some words that may have been considered spam in the
     subject lines of any
            other length.
                             past.
Chapter 6


Writing subject lines [continued]
            To create an interesting subject
            line, consider these points:

               Convey a sense of          Be clever, use a pun,
                urgency.                    or try risqué.
               Value proposition.         Use segmentation for a
               Timeliness.                 personal touch.

               Calls to action.           Keep it short.

               Give it a number.          Write it last.
               Look for inspiration.      Test, track, and tweak.
               Ask a question.
Chapter 7


Testing, tracking, and tweaking
               A/B test.
                            Testing the effectiveness of your campaign components is
Two versions (A and B)
  are compared, which       essential to gaining insight into recipients’ behavior so that
 are identical except for
                            conversion rates can be increased. At Spider Trainers, we
one variation that might
        impact a user’s     divide testing into two categories: pre-open and post-
               behavior.
                            open. We’ve found that it’s essential that you understand

   Multivariate testing
                            what about your email you can affect when you implement
                 (MVT).     testing processes.
 Two or more design or
content changes at the
             same time.
Chapter 7


Testing [continued]
   Feature testing: In addition to A/B and multivariate testing, your campaign
    can be used to test the importance of benefits, features, and site content.
If you are testing a call to action and sending two versions of the email (with the
same subject line) but have an open rate of only 1%, you will not likely have
sufficient data to effectively measure the call-to-action results. A call to action is
a post-open testing point. For this A/B test to be effective, you will need to first
focus on pre-open testing points in order to increase your open rate.
Chapter 8


Lead scoring
            Within the scope of triggered marketing, lead scoring is
            the process of ranking prospects against a scale that
            represents their sales readiness. The resulting score is
            used to determine which leads will be further engaged, in
            order of priority. For best results, both explicit and implicit
            demographics and data should be used to calculate the
            score.
               Work with sales to agree upon and assign a point
                value for each sales milestone as it is reached.
               The best type of lead scoring comes from the sum of
                both explicit and implicit data.
Chapter 9


Following up
  The best lead-to-sales
                            Remember to follow up on all leads in any format
          processes are
      established jointly   acceptable to your organization:
 between marketing and
       sales. Be sure to
                               Auto responders: Automatically send messages to
establish sales follow-up       the person who has interacted with the campaign.
             guidelines.
                               Traditional follow up: Few types of contact are as
      — MarketingProfs
                                welcomed as handwritten notes.
                               Personal follow up: You should be working toward
                                building trust with your recipients so be careful when
                                you choose the phone as your vehicle for connecting
                                — it can be disconcerting.
                               Be polite, be relevant, and say thank you.
Chapter 10


Surveying recipients
  Lead nurturing emails
                            Building a solid and trustworthy relationship with your
  have a slightly higher
 unsubscribe rate (1%)      email recipients involves knowing what kind of information
   than individual email
                            they wish to receive from you and how often they would
sends (0.5%), indicating
   their effectiveness in   like to receive it. Allowing them to make their own
   removing unqualified
                            decisions by providing them with a preference survey will
   leads from the sales
                 funnel.    help you achieve that goal.
            — HubSpot
                            Preference surveys are easy and depending upon the
                            questions can be serviced automatically using a triggered
                            marketing campaign for each type of response.
Chapter 11


Retiring names
 The average email list
                             The value of keeping your mailing lists updated and
   depreciates by 25%
              annually.       current must not be underestimated. Neglecting your
  — MarketingSherpa           databases can have a negative impact on your
                              campaigns and, therefore, take a toll on your
                              outcomes.
                             By removing stagnant leads, duplicates, those who
                              have unsubscribed and opted out, and just plain old
                              contacts, you are building upon your email campaign’s
                              effectiveness, which will automatically boost your
                              success rate.
Chapter 12


Social sharing
       Social sharing.
                              There are several approaches to integrating social
 Buttons or links within
 your email that enable       networks in your email campaigns, some are embedded in
  the recipient to share
                              the email itself while others are best left to the landing
 the message contents
      within their social     page (they require JavaScript which is often marked as
 network. Forward to a
                              spam content when embedded in an email).
    friend falls in to this
       category as well.         Your email should have a single call to action. When
                                  you add social sharing, social following, and other links
     Social following.
 Buttons or links within          to the email, you distract from the call to action.
 your email that enable
the recipient to connect         For some emails, you’re hoping for sharing and
   with you within your
       social networks.
                                  forwarding and in this case, links are appropriate and
                                  encouraged.
Chapter 13


Learning from your campaign
             •   Email analytics: Post-send analytics are the cream of
                 your nurturing email crop. In order to understand and
                 improve upon results, you need an application that will
                 provide you with ample visibility into the metrics —
                 from send to purchase, and all the steps in between.
             •   Site analytics: Our first rule of thumb for any
                 campaign launch is that the client must have the site
                 depth to support the campaign. That means that there
                 must be several pages at your website that will further
                 the message of the campaign. Make sure you have
                 enough information at your site to convince them of the
                 validity and your trustworthiness.
Chapter 14


Budgeting
   Marketing is like sex.
                            We’ve found that — like all things marketing — the best
 Everyone thinks they’re
   good at it. Everybody    approach is test, track, and tweak. Your budget will
         thinks they’re a
                            depend upon several considerations.
 marketing expert. Your
  boss, the CEO, the IT        Spending your budget: Triggered campaigns can be
    guy — I bet half the
people in your company
                                designed to last for two weeks, two years, ten years, or
   think they know more         anything in between. The amount of time will depend
  about what customers
want than the customers
                                upon many factors, but be careful about trying to get
do. Everybody’s a focus         too much bang for your buck.
          group of one.

     — CBSNEWS.com
Chapter 14


Budgeting [continued]
             In-house development: If you’re considering in-house
             production, here are points to ponder:
                Cost: your internal team represents substantial overhead and
                 considering their existing workload, may not be able to take on a
                 project of this size.
                Exposure to advancements: Your internal team is rarely as motivated
                 as an external agency to stay on top of technological advancements
                 and industry trends.
                Objective third party: Internal teams tend to give far too much time
                 and credence to what their competitors .
                Extensive specialties: Spider Trainers, as an example, is a network
                 of more than 80 industry contractors marshaled by a team of six
                 company principals.
Chapter 15


Conclusion
             Spider Trainers has sent millions of emails on behalf of
             our clients and the only steadfast rule that we’ve found
             that applies to every client is that with
             testing, tracking, and tweaking your campaigns will
             improve and you will gather the knowledge required to
             achieve true ROI; and for many companies that’s the true
             definition of conversion.
Chapter 15


Conclusion [continued]
Triggered campaigns have far more moving parts than traditional email sends.
This is because of all these moving parts — now automated — that the results
are so impressive. Even though the automation makes the process user-
friendly, it can seem overwhelming. We believe that Act-On Software is the best
option because it is easy to use and enables our clients the opportunity and
ability to participate in their programs.
Chapter 15


Conclusion [continued]
Spider Trainers provides multi-touch online and offline marketing and web
development to make your brand more visible, elevate search-engine
rankings, attract appropriate visitors, and enable educated purchasing
decisions.

Spider Trainers has decades of experience in print, web development, go-to-
market initiatives, and sustainable, behavior-based online and offline, traditional
and emerging marketing strategies.
Chapter 15


Conclusion [continued]
Most companies approach marketing and web-development in the same manner — build
it and they will come. As hundreds of site owners the world over have come to know, this
is rarely the case. If you want to sell online, you must market online. You must
announce, contribute, promote, link, analyze, test, modify, analyze again, and so much
more. If you build a social recognition throughout the web, then they will come. It can be
build it and they will come, but somewhere along the way someone told someone about a
baseball diamond in the middle of an Iowa cornfield.
Rely on Spider Trainers to tell someone about yours.
Contact Spider Trainers
Phone:     651 702 3793
Email:     spidertrainer@spidertrainers.com
Website:   http://www.spidertrainers.com
Address:   PO Box 280487
           Lakewood, CO 80228 United States

More Related Content

Viewers also liked

Email Marketing 101: Strategy
Email Marketing 101: StrategyEmail Marketing 101: Strategy
Email Marketing 101: StrategySendGrid
 
The hottest analysis tools for startups
The hottest analysis tools for startupsThe hottest analysis tools for startups
The hottest analysis tools for startupsLiane Siebenhaar
 
10 Steps of Project Management in Digital Agencies
10 Steps of Project Management in Digital Agencies 10 Steps of Project Management in Digital Agencies
10 Steps of Project Management in Digital Agencies Alemsah Ozturk
 
The Business of Social Media
The Business of Social Media The Business of Social Media
The Business of Social Media Dave Kerpen
 
Lost in Cultural Translation
Lost in Cultural TranslationLost in Cultural Translation
Lost in Cultural TranslationVanessa Vela
 
All About Beer
All About Beer All About Beer
All About Beer Ethos3
 

Viewers also liked (7)

Email Marketing 101: Strategy
Email Marketing 101: StrategyEmail Marketing 101: Strategy
Email Marketing 101: Strategy
 
The hottest analysis tools for startups
The hottest analysis tools for startupsThe hottest analysis tools for startups
The hottest analysis tools for startups
 
10 Steps of Project Management in Digital Agencies
10 Steps of Project Management in Digital Agencies 10 Steps of Project Management in Digital Agencies
10 Steps of Project Management in Digital Agencies
 
Flyer
FlyerFlyer
Flyer
 
The Business of Social Media
The Business of Social Media The Business of Social Media
The Business of Social Media
 
Lost in Cultural Translation
Lost in Cultural TranslationLost in Cultural Translation
Lost in Cultural Translation
 
All About Beer
All About Beer All About Beer
All About Beer
 

More from Spider Trainers

Buy now. buy more. buy again
Buy now. buy more. buy againBuy now. buy more. buy again
Buy now. buy more. buy againSpider Trainers
 
Return on Marketing Investment (calculators)
Return on Marketing Investment (calculators)Return on Marketing Investment (calculators)
Return on Marketing Investment (calculators)Spider Trainers
 
Top 5 ways to expand your email marketing list
Top 5 ways to expand your email marketing listTop 5 ways to expand your email marketing list
Top 5 ways to expand your email marketing listSpider Trainers
 
Nurturing leads (with automated marketing)
Nurturing leads (with automated marketing)Nurturing leads (with automated marketing)
Nurturing leads (with automated marketing)Spider Trainers
 
21 ideas for staying in touch through email marketing [list]
21 ideas for staying in touch through email marketing [list]21 ideas for staying in touch through email marketing [list]
21 ideas for staying in touch through email marketing [list]Spider Trainers
 
Using LinkedIn as a B2B Marketing Machine
Using LinkedIn as a B2B Marketing MachineUsing LinkedIn as a B2B Marketing Machine
Using LinkedIn as a B2B Marketing MachineSpider Trainers
 
Multichannel Lifecycle Marketing
Multichannel Lifecycle MarketingMultichannel Lifecycle Marketing
Multichannel Lifecycle MarketingSpider Trainers
 
Great Big Book of Things Marketers Count
Great Big Book of Things Marketers CountGreat Big Book of Things Marketers Count
Great Big Book of Things Marketers CountSpider Trainers
 
Blast, Drip, and Nurture Automated Marketing
Blast, Drip, and Nurture Automated MarketingBlast, Drip, and Nurture Automated Marketing
Blast, Drip, and Nurture Automated MarketingSpider Trainers
 
Marketing on a Shoestring Budget Part 2
Marketing on a Shoestring Budget Part 2Marketing on a Shoestring Budget Part 2
Marketing on a Shoestring Budget Part 2Spider Trainers
 
Using drip marketing to stay top of mind
Using drip marketing to stay top of mindUsing drip marketing to stay top of mind
Using drip marketing to stay top of mindSpider Trainers
 
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Spider Trainers
 
Spider Trainers project portfolio
Spider Trainers project portfolioSpider Trainers project portfolio
Spider Trainers project portfolioSpider Trainers
 
50 Good ideas for chasing, catching, and holding on to Google's page 1
50 Good ideas for chasing, catching, and holding on to Google's page 150 Good ideas for chasing, catching, and holding on to Google's page 1
50 Good ideas for chasing, catching, and holding on to Google's page 1Spider Trainers
 

More from Spider Trainers (17)

Blast, Drip, & Nurture
Blast, Drip, & NurtureBlast, Drip, & Nurture
Blast, Drip, & Nurture
 
Buy now. buy more. buy again
Buy now. buy more. buy againBuy now. buy more. buy again
Buy now. buy more. buy again
 
Return on Marketing Investment (calculators)
Return on Marketing Investment (calculators)Return on Marketing Investment (calculators)
Return on Marketing Investment (calculators)
 
Top 5 ways to expand your email marketing list
Top 5 ways to expand your email marketing listTop 5 ways to expand your email marketing list
Top 5 ways to expand your email marketing list
 
Nurturing leads (with automated marketing)
Nurturing leads (with automated marketing)Nurturing leads (with automated marketing)
Nurturing leads (with automated marketing)
 
21 ideas for staying in touch through email marketing [list]
21 ideas for staying in touch through email marketing [list]21 ideas for staying in touch through email marketing [list]
21 ideas for staying in touch through email marketing [list]
 
Using LinkedIn as a B2B Marketing Machine
Using LinkedIn as a B2B Marketing MachineUsing LinkedIn as a B2B Marketing Machine
Using LinkedIn as a B2B Marketing Machine
 
Multichannel Lifecycle Marketing
Multichannel Lifecycle MarketingMultichannel Lifecycle Marketing
Multichannel Lifecycle Marketing
 
Great Big Book of Things Marketers Count
Great Big Book of Things Marketers CountGreat Big Book of Things Marketers Count
Great Big Book of Things Marketers Count
 
Blast, Drip, and Nurture Automated Marketing
Blast, Drip, and Nurture Automated MarketingBlast, Drip, and Nurture Automated Marketing
Blast, Drip, and Nurture Automated Marketing
 
Marketing on a Shoestring Budget Part 2
Marketing on a Shoestring Budget Part 2Marketing on a Shoestring Budget Part 2
Marketing on a Shoestring Budget Part 2
 
Using drip marketing to stay top of mind
Using drip marketing to stay top of mindUsing drip marketing to stay top of mind
Using drip marketing to stay top of mind
 
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...
 
Pinterest
PinterestPinterest
Pinterest
 
Spider Trainers project portfolio
Spider Trainers project portfolioSpider Trainers project portfolio
Spider Trainers project portfolio
 
15 Cool QR Code Things
15 Cool QR Code Things15 Cool QR Code Things
15 Cool QR Code Things
 
50 Good ideas for chasing, catching, and holding on to Google's page 1
50 Good ideas for chasing, catching, and holding on to Google's page 150 Good ideas for chasing, catching, and holding on to Google's page 1
50 Good ideas for chasing, catching, and holding on to Google's page 1
 

Recently uploaded

Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 

Recently uploaded (19)

Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 

Just-in-Time Marketing

  • 1. Just-in-Time Marketing Using triggered email to put you in the right place at the right time.
  • 2. “ recently read an article about how venture capitalists like to think that they are I marketing geniuses. As I see it, it’s not limited to VCs. The article pointed out that if you sit in on a C-suite meeting, the CEO reports on the overall health of the company, the CFO gives an update on revenue and expenses, the CIO reports on the infrastructure. Everyone nods their head in feigned understanding or sighs with concern. The CMO stands to give his report and suddenly everyone vies for an opportunity to pontificate on their opinion. This reminds me of more than a small number of senior-staff meetings in which I have participated, I’ve watched in complete disbelief as the CEO took a slightly hostile stance concerning the subject lines of emails being sent to promote a new product. [Seriously?! The CEO doesn’t have more pressing concerns than the subject line of an email?] The article went on to point out that the reason [investors] have such strong opinions about marketing is that this is an area where they can fake it far more convincingly... [Here, here.] — Cyndie Shaffstall, founder, Spider Trainers
  • 3. Introduction 79% of marketing leads As marketers, we know the importance of timeliness — being never convert into sales. in front of the client with the right offer at the right time — Lack of lead nurturing is and, fortunately, email automation makes this possible. With the common cause of triggered campaigns, we are transcending from when-we- this poor performance. can marketing to just-in-time marketing and it’s making a — MarketingSherpa difference. Triggered email marketing enables us to reach our leads and prospects at a time that is most relevant to them (and not when most convenient for us). These campaigns, targeted with applications of explicit and implicit data, are making great strides in:  response rates  cross-sell and up-sell activity  relevance of messages and offers  timeliness of delivery
  • 4. Chapter 1 Nurturing your customers Nurturing Campaign. Regular distribution of emails will help with getting your name A series of emails out there and building and maintaining your brand. Emails designed to develop enable you to be in front of your client when the time comes leads as sales ready. The process is used to for them to make a purchasing decision. build relationships and  Types of triggers: Transactional, Recurring, Threshold develop trust with  Key Points: all three types of triggered emails should prospects in a way that is both consistent and focus on information that is relevant to your audience. relevant.  Analytics make the difference: Each event should be designed to disclose as much information as you can glean
  • 5. Chapter 2 Choosing a software Passive  Automation is important to triggered campaigns. While lead, subscriber, or contact. nearly any email application can send a series of A term to identify emails, triggered campaigns can become members of a contact list who have neither unmanageable if you are required to launch every unsubscribed nor event, gather statistics, and segment responses into clicked on any links. buckets manually. Active lead, subscriber, or  There are a number of applications from which to contact. choose, including Act-On A term to Identify members of a contact Software, HubSpot, Eloqua, Marketo, Pardot, Infusion list who have clicked on Soft, Silverpop, ExactTarget, Genius.com, Vertical a message link that indicates a level of Response, and more. interest or engagement.
  • 6. Chapter 3 Planning your event It’s quite easy for a triggered campaign to become unwieldy and provide you with more information than is useful to your company. To rein in the collection of too much data, we recommend that you map your program using a schematic of some sort.  Define your goal: To keep your campaign on target and establish its success, you must define a goal and track and measure quantifiable results.  Buckets: The action of your leads and customers in a triggered campaign should be used to categorize the recipient’s position in the purchasing or engagement process.
  • 7. Chapter 4 Campaign components Companies that try to Not every triggered campaign will have all of the possible contact potential customers within an components, but understanding the role of each is hour of receiving queries important. are nearly 7 times as likely to have meaningful  Launch email: the initial email used to get your campaign conversations with key rolling. decision makers as firms that try to contact  Response email: at least one other email triggered prospects even an hour automatically based upon some action or interaction. later. Yet only 37% of companies respond to  Nurturing emails: a series of emails sent after the initial queries within an hour. launch.  Sign-up form: displayed on a landing page, either at your website or hosted in your automated email application
  • 8. Chapter 4 Campaign components [continued]  Form-confirmation landing page: upon successful submission of a form, display a confirmation in the same browser window.  Form-confirmation email: a message to confirm to the visitor that you have received their form submission.  Targeted landing pages: web pages that provide you with additional real estate to sell the recipient on the offer or just provide additional details.
  • 9. Chapter 4 Campaign components [continued] One of the most-  Survey or poll: the inclusion of a poll or survey to your challenging aspects of marketing is making campaign will reduce the number of unsubscribes and certain that you are confirm that the people in your list want to be there and sending relevant messages to your want to hear what you have to say. audience. Segmentation improves your ability to  Database: the best list is the list you build through identify your audience standard business practices such as attending and create targeted messages. events, outbound calling, direct mail, partners, and offering valuable content for download.  Segmentation: will enable you to send targeted messages to each division.
  • 10. Chapter 5 Designing content An inbox is a very noisy place and the importance of design cannot be understated. Most email applications offer templates, but templates rarely represent the uniqueness of your company, brand, product, or services. For a small investment companies such as Spider Trainers can create a custom template to visually promote your brand, matches your website, or is completely new and unique.
  • 11. Chapter 5 Designing content [continued] In a phenomenon known as tunnel vision, users may focus on only that content that specifically interests them. Unfortunately, this often means that they will ignore all other content — even if it is important or critical. Good design, planning, and grouping helps to overcome this narrow view.
  • 12. Chapter 5 Designing content [continued] Here the key elements that you should include in most messages, whether you are B2B or B2C:  CTA: Arguably, the most important content within your triggered campaign are the calls to action. These little nuggets are the engagement point of your event — the reason to click.  Testing CTAs: Calls to action are great fodder for A/B and multivariate testing — as long as you follow the rule of one message, one call to action.
  • 13. Chapter 5 Designing content [continued]  Personalization: most studies on the effectiveness of personalization in email indicate that click-thru rates are higher when the message is personalized, but not when you personalize the subject line.  Mobile (responsive) designs: the desktop computer still dominates most email interaction and accounts for 64% of opens overall, the mobile (tablets and smartphones) makes up the 36% balance. If your mobile users account for even as few as 10% of your list, it’s probably time to consider sending mobile- friendly formats (responsive).
  • 14. Chapter 6 Writing subject lines Subject lines with 49 or It’s well established and common sense that subject-line fewer characters had open rates 12.5% higher content needs to grab your audience’s attention and get than for those with 50 or them to continue reading — anything short of that and more. Click-thru rates for subject lines with 49 you’ve wasted your time — but word length plays an equal or fewer characters role and has its own list of dos and don’ts. were 75% higher than for those with 50 or There was a time when spam filters were set up to filter more. out certain words such as FREE, but today emails are — Return Path more likely to be filtered out based upon a company’s Subject lines with five or reputation. If your reputation is strong, you can try using six words outperformed some words that may have been considered spam in the subject lines of any other length. past.
  • 15. Chapter 6 Writing subject lines [continued] To create an interesting subject line, consider these points:  Convey a sense of  Be clever, use a pun, urgency. or try risqué.  Value proposition.  Use segmentation for a  Timeliness. personal touch.  Calls to action.  Keep it short.  Give it a number.  Write it last.  Look for inspiration.  Test, track, and tweak.  Ask a question.
  • 16. Chapter 7 Testing, tracking, and tweaking A/B test. Testing the effectiveness of your campaign components is Two versions (A and B) are compared, which essential to gaining insight into recipients’ behavior so that are identical except for conversion rates can be increased. At Spider Trainers, we one variation that might impact a user’s divide testing into two categories: pre-open and post- behavior. open. We’ve found that it’s essential that you understand Multivariate testing what about your email you can affect when you implement (MVT). testing processes. Two or more design or content changes at the same time.
  • 17. Chapter 7 Testing [continued]  Feature testing: In addition to A/B and multivariate testing, your campaign can be used to test the importance of benefits, features, and site content. If you are testing a call to action and sending two versions of the email (with the same subject line) but have an open rate of only 1%, you will not likely have sufficient data to effectively measure the call-to-action results. A call to action is a post-open testing point. For this A/B test to be effective, you will need to first focus on pre-open testing points in order to increase your open rate.
  • 18. Chapter 8 Lead scoring Within the scope of triggered marketing, lead scoring is the process of ranking prospects against a scale that represents their sales readiness. The resulting score is used to determine which leads will be further engaged, in order of priority. For best results, both explicit and implicit demographics and data should be used to calculate the score.  Work with sales to agree upon and assign a point value for each sales milestone as it is reached.  The best type of lead scoring comes from the sum of both explicit and implicit data.
  • 19. Chapter 9 Following up The best lead-to-sales Remember to follow up on all leads in any format processes are established jointly acceptable to your organization: between marketing and sales. Be sure to  Auto responders: Automatically send messages to establish sales follow-up the person who has interacted with the campaign. guidelines.  Traditional follow up: Few types of contact are as — MarketingProfs welcomed as handwritten notes.  Personal follow up: You should be working toward building trust with your recipients so be careful when you choose the phone as your vehicle for connecting — it can be disconcerting.  Be polite, be relevant, and say thank you.
  • 20. Chapter 10 Surveying recipients Lead nurturing emails Building a solid and trustworthy relationship with your have a slightly higher unsubscribe rate (1%) email recipients involves knowing what kind of information than individual email they wish to receive from you and how often they would sends (0.5%), indicating their effectiveness in like to receive it. Allowing them to make their own removing unqualified decisions by providing them with a preference survey will leads from the sales funnel. help you achieve that goal. — HubSpot Preference surveys are easy and depending upon the questions can be serviced automatically using a triggered marketing campaign for each type of response.
  • 21. Chapter 11 Retiring names The average email list  The value of keeping your mailing lists updated and depreciates by 25% annually. current must not be underestimated. Neglecting your — MarketingSherpa databases can have a negative impact on your campaigns and, therefore, take a toll on your outcomes.  By removing stagnant leads, duplicates, those who have unsubscribed and opted out, and just plain old contacts, you are building upon your email campaign’s effectiveness, which will automatically boost your success rate.
  • 22. Chapter 12 Social sharing Social sharing. There are several approaches to integrating social Buttons or links within your email that enable networks in your email campaigns, some are embedded in the recipient to share the email itself while others are best left to the landing the message contents within their social page (they require JavaScript which is often marked as network. Forward to a spam content when embedded in an email). friend falls in to this category as well.  Your email should have a single call to action. When you add social sharing, social following, and other links Social following. Buttons or links within to the email, you distract from the call to action. your email that enable the recipient to connect  For some emails, you’re hoping for sharing and with you within your social networks. forwarding and in this case, links are appropriate and encouraged.
  • 23. Chapter 13 Learning from your campaign • Email analytics: Post-send analytics are the cream of your nurturing email crop. In order to understand and improve upon results, you need an application that will provide you with ample visibility into the metrics — from send to purchase, and all the steps in between. • Site analytics: Our first rule of thumb for any campaign launch is that the client must have the site depth to support the campaign. That means that there must be several pages at your website that will further the message of the campaign. Make sure you have enough information at your site to convince them of the validity and your trustworthiness.
  • 24. Chapter 14 Budgeting Marketing is like sex. We’ve found that — like all things marketing — the best Everyone thinks they’re good at it. Everybody approach is test, track, and tweak. Your budget will thinks they’re a depend upon several considerations. marketing expert. Your boss, the CEO, the IT  Spending your budget: Triggered campaigns can be guy — I bet half the people in your company designed to last for two weeks, two years, ten years, or think they know more anything in between. The amount of time will depend about what customers want than the customers upon many factors, but be careful about trying to get do. Everybody’s a focus too much bang for your buck. group of one. — CBSNEWS.com
  • 25. Chapter 14 Budgeting [continued] In-house development: If you’re considering in-house production, here are points to ponder:  Cost: your internal team represents substantial overhead and considering their existing workload, may not be able to take on a project of this size.  Exposure to advancements: Your internal team is rarely as motivated as an external agency to stay on top of technological advancements and industry trends.  Objective third party: Internal teams tend to give far too much time and credence to what their competitors .  Extensive specialties: Spider Trainers, as an example, is a network of more than 80 industry contractors marshaled by a team of six company principals.
  • 26. Chapter 15 Conclusion Spider Trainers has sent millions of emails on behalf of our clients and the only steadfast rule that we’ve found that applies to every client is that with testing, tracking, and tweaking your campaigns will improve and you will gather the knowledge required to achieve true ROI; and for many companies that’s the true definition of conversion.
  • 27. Chapter 15 Conclusion [continued] Triggered campaigns have far more moving parts than traditional email sends. This is because of all these moving parts — now automated — that the results are so impressive. Even though the automation makes the process user- friendly, it can seem overwhelming. We believe that Act-On Software is the best option because it is easy to use and enables our clients the opportunity and ability to participate in their programs.
  • 28. Chapter 15 Conclusion [continued] Spider Trainers provides multi-touch online and offline marketing and web development to make your brand more visible, elevate search-engine rankings, attract appropriate visitors, and enable educated purchasing decisions. Spider Trainers has decades of experience in print, web development, go-to- market initiatives, and sustainable, behavior-based online and offline, traditional and emerging marketing strategies.
  • 29. Chapter 15 Conclusion [continued] Most companies approach marketing and web-development in the same manner — build it and they will come. As hundreds of site owners the world over have come to know, this is rarely the case. If you want to sell online, you must market online. You must announce, contribute, promote, link, analyze, test, modify, analyze again, and so much more. If you build a social recognition throughout the web, then they will come. It can be build it and they will come, but somewhere along the way someone told someone about a baseball diamond in the middle of an Iowa cornfield. Rely on Spider Trainers to tell someone about yours.
  • 30. Contact Spider Trainers Phone: 651 702 3793 Email: spidertrainer@spidertrainers.com Website: http://www.spidertrainers.com Address: PO Box 280487 Lakewood, CO 80228 United States