In this presentation Jeanne provides guidance on the following aspects of a successful B2B email marketing program: > List Growth > Content Marketing > Third-Party Lists > Lead Nurturing > Video > Mobile > Testing > Analytics

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All About Email Live NYC | 12-Feb-2014 1
What’s Working Now in B2B
Email Marketing
All About Email Live Breakfast | NYC
February 12, 2014
Jeanne S. Jennings
Vice President, Global Strategic Services
@JeaJen | www.JeanneJennings.com (blog)

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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013
@JeaJen
202.365.0423

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Overview
• List Growth
• Content Marketing
• Third-Party Lists
• Lead Nurturing
• Video
• Mobile
• Testing
• Analytics
@JeaJen
202.365.0423

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List Growth
What’s Working Now in B2B Marketing
@JeaJen
202.365.0423

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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013
@JeaJen
202.365.0423

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Case Study: Breaking Point
Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28,
2010
@JeaJen
202.365.0423

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Content Marketing
What’s Working Now in B2B Marketing
@JeaJen
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Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014
Just About
Everyone…
@JeaJen
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Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014
#3
E-Newsletters
80%
@JeaJen
202.365.0423

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Source: Email Trends and Benchmarks Reports, Epsilon, 2010 through 3Q’2013
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Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014
But it’s not
Easy…
@JeaJen
202.365.0423

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Case Study: Lead Generation
Email Newsletter
Significant Leads Generated
• Many from past clients that had
been dormant for years
• Succeeded on value proposition
alone; no incentive
Keys to Success
• Prospect-centric approach
• Valuable, engaging content
• Showcased the key value
proposition very well
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
202.365.0423

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Engaging Content
Passive
• Articles
• Interviews
• Book Excerpts
• Quotes
• Statistics
• Images
• Videos
• Events Coverage
• Case Studies
Interactive
• Quizzes
• Polls
• Questions
• Giveaways
• Social (“Join the Discussion”)
• Blogs
• Facebook
• Google+
• LinkedIn Groups
Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com,
August 6, 2012
@JeaJen
202.365.0423

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Content Sourcing
Repurpose
• Website Content
• Report Excerpts
• Industry
• Articles
• Statistics
• Quotes
• Social Content
• Blogs, Facebook,
Twitter
Create
• In-house Team
• Partners/Suppliers
• Industry Players
• Paid Writers
• Readers (User-
generated Content)
Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com,
August 6, 2012
@JeaJen
202.365.0423

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Identifying Key Content
What You’re Looking For
• Engaging for readers
• Informative or
entertaining
• Address a problem or
promote a desire the
readers have
• Support your business
goals
How to Find It
• Repurposing Content
• Most Popular
• Hidden Gems
• New
• Timely
• Creating Content
• What readers want to
know
• What readers should
know
Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com,
August 6, 2012
@JeaJen
202.365.0423

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Third Party Lists
What’s Working Now in B2B Marketing
@JeaJen
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Domestic B2B List Rental Rates are
Dropping…
Source: List Price Index, Worldata via ListPriceIndex.com, February 2014
@JeaJen
202.365.0423

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Email Marketing to
Third Party Lists -- Tips
• Rent – don’t purchase! Use a legitimate list broker
• Typically third-party lists perform no better than half
as well as your house list, all else equal
• But not always...
• If you’re looking to boost lead generation, test third party
• Test small quantities (20K per cell) of all lists before
doing a bigger rental; used tried and true creative
• Look at cost per sale and/or ROI – not just cost per
lead
@JeaJen
202.365.0423

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Lead Nurturing
What's Working Now in Email Marketing
@JeaJen
202.365.0423

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Email is
the most
effective
tactic for
lead
nurturing
Source: Forrester Research
Benchmark Report: How Top
Marketers Do Lead Generation,
Part 1, Act-on Blog, January 16,
2014
@JeaJen
202.365.0423

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It doesn’t have
to be complex
to work…
Source: Client Case Study,
JeanneJennings.com, Inc.
@JeaJen
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Lead Nurturing
Case Study: PRWeb
• Lead Nurturing
• Many visitors signed up
for a free PRWeb
account, but few went on
to use the service
• No revenue is generated
until the registrant uses
PRWeb to send a press
release
• Goal
• Increase the free-sign-up
to paying-customer
conversion rate
• Campaign Elements
• Existing Website content
• Triggered Email Welcome
Series
• 4 effort series sent to all
new registrants over a 4
week period
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
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• Developing the Campaign Message Map
• Key Features, Benefits and Advantages
• Reach beyond just journalists, also search engine visibility
• Extensive tracking and reporting to quantify results
• Obstacles to Using PRWeb
• Ability to write a press release
• Determining which service level fit their needs
• Testimonials
• Didn’t include these but should have!
• Incentive
• Significant upgrade on first press release send
• Urgency
• Deadline to quality for the upgrade
Lead Nurturing
Case Study: PRWeb
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
202.365.0423

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• Results
• Increase in attendance at the
New User Orientation
Webinars
• More traffic to previously
“hidden” help pages
• Significant lift in conversions
from free registrants to
paying users
Lead Nurturing
Case Study: PRWeb
Source: Client Case Study, JeanneJennings.com. Inc.
@JeaJen
202.365.0423

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Video
What's Working Now in Email Marketing
@JeaJen
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Only 25% of Email
Marketers have
Used Video in
Email
Most that don’t say it’s
because they don’t have
video content.
Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy
Group, June 2013
@JeaJen
202.365.0423

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Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy
Group, June 2013
But The Potential
Benefits of Video
in Email are Huge
Increased click-through
rates, more time spent
with the email, viral
potential
@JeaJen
202.365.0423

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Video in Email
4 Questions to Ask
• Do we have video content that could be included in an email?
• Create an inventory; repurpose where you can
• What content do we have that would lend itself to video
presentation?
• Think strategically
• Video testimonials are working for a few of my clients
• What resources will you need to create video content?
• It needn’t be expensive, but there is a cost
• Will recipients be able to view the video?
• Forgo expensive technology for now; linked screenshots are just as
effective
Source: Four Tips for Including Video in Email, Jeanne Jennings for ClickZ.com, May 2009
@JeaJen
202.365.0423

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Video for Lead Generation
Case Study: VanillaSoft
• Video CTA
• 65% clicks
• Only 10% leads
• 2% click-to-lead
conversion
• Free Trial/Learn More CTA
• 35% clicks
• 90% leads
• 28% click-to-lead conversion
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
202.365.0423

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Video for Lead
Generation
Case Study:
VanillaSoft
What are people
doing on the video
landing page?
• Exits/Next Steps
• Only 20% stayed
for the full video
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
202.365.0423

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Video for Lead
Generation
Case Study:
VanillaSoft
Visitors had to sit
through the entire
video before they
were shown how
to sign-up for a
free trial
Source: Client Case Study, JeanneJennings.com, Inc.
@JeaJen
202.365.0423

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Mobile
What’s Working Now in B2B Email Marketing
@JeaJen
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Source: Mobile Maintains 51% Majority; Gmail Gains 3%, Justine Jordan for the Litmus Blog, January 9, 2014
@JeaJen
202.365.0423

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Responsive Design Usually Best…
But Think it
Through
@JeaJen
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Testing
What’s Working Now in B2B Email Marketing
@JeaJen
202.365.0423

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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013
@JeaJen
202.365.0423

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15 Types of Email Tests
1. Lists
2. Landing page elements
(which could spur another
list of 15 or more)
3. Completely new creative
(multiple elements)
4. Preview pane view
5. Customization (targeted
content)
6. Offer/offer
copy/placement
7. Call-to-action
copy/placement
8. General wireframe/layout
9. General copy
10. Personalization (data merge)
11. Subject line
12. From line
13. Design (fonts/colors/images)
14. Time of the send
15. Day of the send
Source: 15 Types of Email Marketing Tests You Should be Doing,
Jeanne Jennings for ClickZ.com, April 15, 2013
My Challenge to
You: Do One
Strategic Test a
Month!
@JeaJen
202.365.0423

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Analytics
What’s Working Now in B2B Email Marketing
@JeaJen
202.365.0423

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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013
@JeaJen
202.365.0423

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Advanced Analytics
Revenue/Conversion
• Return-on-Investment
• Revenue per Email
• Nudge Effect
• Conversion Rate from
Non-Bounce Sent
Interim
• Open Reach Rate
• Click Reach Rate
• Frequency/Touchpoints
• Lifecycle Analysis
• Persona Analysis
My Challenge to
You: Go Beyond
Opens and Clicks!
@JeaJen
202.365.0423

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Additional Resources
What's Working Now in B2B Email Marketing
@JeaJen
202.365.0423

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Additional Email Marketing
Resources | Free
Look for Jeanne’s column on email
marketing every other Monday
www.ClickZ.com
The daily email newsletter is awesome
http://www.emarketingandcommerce.com/
The Alchemy Worx email newsletter;
Read past articles and sign-up at
www.alchemyworx.com/emailworx/
@JeaJen to follow Jeanne
@AlchemyWorx to follow the agency
@JeaJen
202.365.0423

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Additional Email Marketing
Resources | Paid
The Premier Email Marketing
Association, part of the DMA;
Resources and Annual Conference
www.EmailExperience.org
A Private Community for Email
Marketers; Discussion Lists and
Meetups (Feel free to say I referred
you); Look for Jeanne’s monthly post on
the blog
www.OnlyInfluencers.com
@JeaJen
202.365.0423

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Alchemy Worx
A 100% Email Marketing Agency
• Services offered include strategy, creative, production and
deployment
• We are ESP agnostic – we handle deployment for many
clients through a variety of ESPs
• Headquartered in London; US Headquarters in Atlanta
• Founded in 2001 by Dela Quist, CEO
• Jeanne joined the team in 2013, after having her own
email marketing consultancy for 12 years
• Call us! We’d love to help make your email marketing
more effective and more profitable
@JeaJen
202.365.0423

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What’s Working Now in
B2B Email Marketing
All About Email Live Breakfast | NYC
February 12, 2014
Thank you so much for attending today!
Questions?
Jeanne S. Jennings
Vice President, Global Strategic Services
202.365.0423 | JJ@JeanneJennings.com
@JeaJen | www.JeanneJennings.com (blog)