Just-in-Time Marketing


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Just-in-Time Marketing
As marketers, we know the importance of timeliness — being in front of the client with the right offer at the right time — and, fortunately, email automation makes this possible. With triggered campaigns, we are transcending from when-we-can marketing to just-in-time marketing and it’s making a difference.

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Just-in-Time Marketing

  1. 1. Just-in-Time Marketing Using triggered email to put you in the right place at the right time.
  2. 2. “ recently read an article about how venture capitalists like to think that they are Imarketing 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 theoverall health of the company, the CFO gives an update on revenue and expenses, theCIO reports on the infrastructure. Everyone nods their head in feigned understanding orsighs with concern.The CMO stands to give his report and suddenly everyone vies for an opportunity topontificate on their opinion.This reminds me of more than a small number of senior-staff meetings in which I haveparticipated, I’ve watched in complete disbelief as the CEO took a slightly hostile stanceconcerning 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 anemail?]The article went on to point out that the reason [investors] have such strong opinionsabout marketing is that this is an area where they can fake it far more convincingly... [Here, here.] — Cyndie Shaffstall, founder, Spider Trainers
  3. 3. Introduction79% of marketing leads As marketers, we know the importance of timeliness — beingnever 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. 4. Chapter 1Nurturing 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 shouldprospects 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. 5. Chapter 2Choosing 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, Infusionlist 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. 6. Chapter 3Planning 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. 7. Chapter 4Campaign 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 ishour of receiving queries important. are nearly 7 times aslikely 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. 8. Chapter 4Campaign 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. 9. Chapter 4Campaign 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. 10. Chapter 5Designing 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. 11. Chapter 5Designing content [continued]In a phenomenon known as tunnel vision, users may focus on only that contentthat specifically interests them. Unfortunately, this often means that they willignore all other content — even if it is important or critical. Gooddesign, planning, and grouping helps to overcome this narrow view.
  12. 12. Chapter 5Designing content [continued]Here the key elements that you should include in most messages, whether youare 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. 13. Chapter 5Designing 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. 14. Chapter 6Writing subject lines Subject lines with 49 or It’s well established and common sense that subject-line fewer characters hadopen rates 12.5% higher content needs to grab your audience’s attention and getthan 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’sSubject lines with five or reputation. If your reputation is strong, you can try usingsix words outperformed some words that may have been considered spam in the subject lines of any other length. past.
  15. 15. Chapter 6Writing 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. 16. Chapter 7Testing, tracking, and tweaking A/B test. Testing the effectiveness of your campaign components isTwo 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, weone 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 orcontent changes at the same time.
  17. 17. Chapter 7Testing [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 thesame subject line) but have an open rate of only 1%, you will not likely havesufficient data to effectively measure the call-to-action results. A call to action isa post-open testing point. For this A/B test to be effective, you will need to firstfocus on pre-open testing points in order to increase your open rate.
  18. 18. Chapter 8Lead 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. 19. Chapter 9Following 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 toestablish 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. 20. Chapter 10Surveying 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 wouldsends (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. 21. Chapter 11Retiring 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. 22. Chapter 12Social 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 enablethe 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. 23. Chapter 13Learning 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. 24. Chapter 14Budgeting 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 thepeople 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 customerswant than the customers upon many factors, but be careful about trying to getdo. Everybody’s a focus too much bang for your buck. group of one. — CBSNEWS.com
  25. 25. Chapter 14Budgeting [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. 26. Chapter 15Conclusion 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. 27. Chapter 15Conclusion [continued]Triggered campaigns have far more moving parts than traditional email sends.This is because of all these moving parts — now automated — that the resultsare so impressive. Even though the automation makes the process user-friendly, it can seem overwhelming. We believe that Act-On Software is the bestoption because it is easy to use and enables our clients the opportunity andability to participate in their programs.
  28. 28. Chapter 15Conclusion [continued]Spider Trainers provides multi-touch online and offline marketing and webdevelopment to make your brand more visible, elevate search-enginerankings, attract appropriate visitors, and enable educated purchasingdecisions.Spider Trainers has decades of experience in print, web development, go-to-market initiatives, and sustainable, behavior-based online and offline, traditionaland emerging marketing strategies.
  29. 29. Chapter 15Conclusion [continued]Most companies approach marketing and web-development in the same manner — buildit and they will come. As hundreds of site owners the world over have come to know, thisis rarely the case. If you want to sell online, you must market online. You mustannounce, contribute, promote, link, analyze, test, modify, analyze again, and so muchmore. If you build a social recognition throughout the web, then they will come. It can bebuild it and they will come, but somewhere along the way someone told someone about abaseball diamond in the middle of an Iowa cornfield.Rely on Spider Trainers to tell someone about yours.
  30. 30. Contact Spider TrainersPhone: 651 702 3793Email: spidertrainer@spidertrainers.comWebsite: http://www.spidertrainers.comAddress: PO Box 280487 Lakewood, CO 80228 United States