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Email Marketing Workshop


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Email marketing is still an extremely effective way to engage with prospects when campaigns are properly developed and executed. Join Salesfusion's CMO, Kevin Miller, for an on-demand webinar to learn:

-Trends in B2B email marketing
-Vital components of email anatomy
-Tactics for getting through spam filters
-Content strategy for B2B email campaigns

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Email Marketing Workshop

  1. 1. EMAIL MARKETING Workshop
  2. 2. Email Marketing Webinar Today’s Session Agenda • • • • • • Trends in B2B Email Marketing Email Marketing – Back to Basics The content conundrum The 4 types of email campaigns Email marketing in marketing automation Beyond CTR – metrics that really matter © 2013 Salesfusion
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  4. 4. Trends Like Levis – the classics never go out of style Relevancy Prioritized delivery from ESPs like Gmail and Hotmail treat irrelevant messages like spam's barely-respectable cousin. Even if your email makes it to a subscriber's inbox, low-priority status might land it where it’s never seen. Personalization It's no longer good enough to greet a recipient by name. Use purchase history, website activity and customer relationship management (CRM) data to learn about your audience and create the exact content they want to see. Quality and Clarity Offering recipients valuable content with an easily discernable CTA is still the single best practices for any email campaign. Cross-Channel On a typical day, your customers might interact with brands by text, email, or social network. Working across channels will increase your engagement with prospects © 2013 Salesfusion
  5. 5. Email Trends Overall spending and growth increases • • • Social has not killed email Email usage continues to grow despite budget dilution from other channels Newer types of email marketing (drip/trigger/nurture) have increased where/when email can be used © 2013 Salesfusion
  6. 6. The State of Email Marketing • 92% of online adults use email—61% on a daily basis, according to Pew Internet Project research. • Attitudes toward email marketing have improved, according to a Forrester Research study, which found that fewer consumers are deleting email marketing messages without reading them (44% in 2012 vs. 59% in 2010 vs. 63% in 2008 vs. 73% in 2006). • A whopping 74% of online adults prefer to receive corporate communications via email instead of social media, direct mail, text messaging, or phone, according to research by Merkle (PDF). © 2013 Salesfusion
  7. 7. The State of Email Marketing • Email and search marketing retain the greatest influence on consumers’ online buying behaviors, according to a study by Forrester Research and GSI Commerce. • 89.2% of marketing managers say email remains as important or more important to their overall marketing strategy compared with two years ago, according to an EmailVision study. © 2013 Salesfusion
  8. 8. Challenges Getting to the inbox…and then getting read • • • • Marketers account for 70% of "this is spam" complaints and 60% of all spam traps hits. This is considerably higher than any other source, including botnets. As a result, U.S. marketers' inbox placement rates have decreased roughly 5% since 2011. E-newsletters make up the greatest number of emails in consumer inboxes (29%). 70% of spam complaints are filed on opt-in newsletters, offers, or notifications that recipients no longer want to receive. 65% Of all emails sent are spam, but filters catch most of it Use in-market data to increase performance • Segmentation • Dynamic content • Preference data • Frequency optimization Spam Filters • Testing and delivery tools • Custom unsubscribe • Simplistic design approach • ―May we continue to talk?‖ campaigns © 2013 Salesfusion
  9. 9. Anatomy of an Email ―Simplicity is the ultimate sophistication‖ –Leonardo DaVinci Stylistic changes to email design have been significant. No matter how our layouts have changed, it’s still important that our subscribers can answer three key questions with just a glance: (1) (2) (3) What is the email about? Why should they care? What should they do about it? Look at that button. It’s so clickable. You could click it on a bus, at the mall, in the shower, in a stall. You could click it in on a moose, while getting loose, or at a party when you’re old and farty. And button CTAs are still as popular and effective as ever – perhaps in part because of mobile readership. Buttons are easier to click than text links on a mobile device. © 2013 Salesfusion
  10. 10. Anatomy of an Email Why mobile design is important Mobile first? • • • Up to 10% of opens occur on a mobile device Design for fluid width Test on the top 3-5 devices and clients using rendering tools Check out our new orange monitor Check out our new orange monitor © 2013 Salesfusion
  11. 11. Anatomy of an Email Adding white space? More whitespace means less content, which translates to ―only essential content.‖ This tactic has three benefits: • • • • Important information is front and center. Those shorter attention spans, with less to sort through, are better served. The page scales more nicely for small screens. Allows for links to be spread and render more easily on mobile devices Lorem Ipsum Inc. © 2013 Salesfusion
  12. 12. Interesting statistics for discussion Fully 75% of brands that use automated, eventtriggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey. Source - MarketingProfs © 2013 Salesfusion
  13. 13. What’s Hot • The Cheap Email Effect = Fatigued inbox and overworked spam filters lead to weak messages/campaigns Multi-step campaigns designed to ―hold the reader’s attention‖ • Rapid migration away from low-end email blast tools to nurture-style campaigns Focus on delivering content and value in email • • • Integrated with CRM • Part of a larger communication strategy • Messaging is moving away from ―buy me now”….to “I want to teach you first…and sell you when you’re ready‖ © 2013 Salesfusion
  14. 14. Back to Basics: Subject Lines • • • • • Focus on delivering content and value in email Multi-step campaigns designed to ―Hold the Reader’s Attention‖ Integrated with CRM Part of a larger communication strategy Messaging is moving away from ―buy me now”….to “I want to teach you first…and sell you when you’re ready‖ In the junk folder because of the subject line: © 2013 Salesfusion
  15. 15. Spam Filters • B2B deliverability is based on your ability to get through appliance-level filters – Postini, Barracuda…etc. • Black listing is not as applicable in B2B – more relevant for public ISP – AOL, gmail….etc. • ―Sent on behalf of‖ email domain is a spam filter death sentence • Once a filter flags an ESP like this as spam….anyone hitting that filter…even from a different company could be grey-listed automatically by the filter…. • This is the Cheap Email Effect © 2013 Salesfusion
  16. 16. The Cheap Email Effect • • • One company uses email tool Saturates persons at Company ABC, Inc. with email with ESP domain Person flags ESP domain as spam All other companies using ESP – marketing to ABC, Inc. no longer get through Corporate Spam Filter • ABC, Inc © 2013 Salesfusion
  17. 17. What is Spam? Requirements of the CAN-SPAM Act: • There must be a clear and conspicuous remove function available to the recipient for 30 days after the email was sent. This is also known as an ―Opt Out‖ function. • Implement opt-out requests within 10 business days. Opt-outs must be communicated to all customer contact points within your company, added to your suppression lists • Provide a valid physical postal address of the sender so that potential clients or prospects can mail you their request for opting out. The law requires just a postal address. • The CAN-SPAM Act requires that you clearly ―label‖ your email as an advertisement. This is not required for those who have already opted in to receive information from your company. This requirement is for those non-opted-in clients and for all prospect emailing campaigns. • You must use a valid sender or header information. The CAN-SPAM Act requires that both of these fields are not misleading or false in any way. • You must use valid subject information. The subject line must reflect the intent of the email message and not be misleading in any way. © 2013 Salesfusion
  18. 18. Avoiding the Spam Moniker • • • • • Be relevant – deliver the right content to the right people Always lead with educational content Always ask if you can send more Create opt-ins on everything (forms, blogs, emails…etc.) Build long-term trust in your house file © 2013 Salesfusion
  19. 19. Working with HTML templates • • • • Image sizing – know the size of the image you are replacing – resize your image before loading into the editor Adding new content – should be done via adding tables within tables Get 1-4 good templates created and re-use Settle on a standard banner © 2013 Salesfusion
  20. 20. Design • • • • • • • Main image banner – top Main text/message body – left Images/call to action right Use summary/bullet points Shoot for attention span of 25-35 seconds Think AdWords landing page design Images on right because of outlook preview pane © 2013 Salesfusion
  21. 21. Design • • • • • Email should be designed with Outlook preview pane in mind Unsubscribe is the only thing coming through nicely Emails that are image-heavy on left-- don’t look good in preview mode Too many images may scare people into not opening This text should have rendered in the preview pane © 2013 Salesfusion
  22. 22. Testing • • • • • Use a quality spam rule checking solution against your finished HTML Review rules on the open-source SpamAssassin Test against multiple email clients – but stay focused on Outlook Have an internal seed list – 3-4 people – to give an email sanity check For larger volume campaigns – consider an A/B Test against subject lines at a minimum © 2013 Salesfusion
  23. 23. Call to Action • • • • • • There can be only one Limit/eliminate links to your website in emails Use big buttons – include text link underneath For assets like white papers – use thumbnail images Assets don’t necessarily require forms if you have the click metrics If using forms for assets like white papers – use trigger emails to fulfill © 2013 Salesfusion
  24. 24. Don’t believe the hype Social has not killed email © 2013 Salesfusion
  25. 25. B2B Email Marketing Campaigns • • • • • • Content-driven Responsive—to behavior, demographics Moving away from traditional load and blast to nurture-style Smaller segments – more targeted content Automated – respond to a trigger, event, change Involve sales in the campaign flow • • Nearly half of consumers (46%) unsubscribe from email when they feel it isn’t relevant to them, according to a study from the CMO Council and InfoPrint Solutions. In addition, 22% have quit purchasing from companies that send them irrelevant email, while another 41% would consider doing the same. (Source – MarketingProfs) © 2013 Salesfusion
  26. 26. Most common B2B email campaigns Bulk/Broadcast email – Single, linear email with one message and one call to action sent en masse to a list or segment. Drip– Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is ―Calendar Date‖ Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email Nurture – Combination of marketing & sales actions tied to a fully-automated communication stream designed to deliver relevant content to dynamic segments/groups © 2013 Salesfusion
  27. 27. The effects of triggered email • • • Flexibility – can trigger off of an action (explicit/implicit), data value change, lead score value Higher open rates – up to 60% in some cases Content hogs – automated, triggered, multi-step campaigns devour content at an alarming rate….are you ready for that? Fully 75% of brands that use automated, event-triggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey. © 2013 Salesfusion
  28. 28. The content conundrum • • • • Multi-step, content-drive campaigns consume massive amounts of….content! White papers, webinars, eBooks, Blogs, Articles, case studies, infographics Build, buy or both? Content strategy before campaign execution Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email Some report open rates as much as 70% higher than broadcast email © 2013 Salesfusion
  29. 29. Email to Web • • • • • Next generation email uses cookies to identify web visitors Follows behavior from clickthrough to web visit to postcampaign web visits Metrics gathered are much more valuable than traditional email data Data is presented to sales inside of CRM Alerts are triggered when targeted activity occurs © 2013 Salesfusion
  30. 30. Getting Started • • • • • Develop your content map Develop your segments (existing and new) Develop your content funnel Develop outbound and inbound variants Establish your rules for sales engagement © 2013 Salesfusion
  31. 31. Content Funnel Highest impact and value – webinars, research – why we are experts Customer success – why we can help Product information – why you should buy from us Request to engage with sales – let us show you how and why © 2013 Salesfusion
  32. 32. Sketch it out First Touch DemandMetric WP Second Touch On-Demand Webinar Subject Swap 1 DemandMetric WP 2-days Subject Swap 2 DemandMetric WP 3 days Third Touch MS CRM Case Study Subject Swap 1 On Demand Webinar 2-days Fourth Touch Product Data Sheet Subject Swap 1 MS CRM Case Study 2-days Fifth Touch Sign up for Demo © 2013 Salesfusion
  33. 33. Establish Enrollment Rules • • • • • • • How does someone enter a campaign flow At what point do we take out or re-direct? At what stage does sales get alerted? How long should the flow last? What KPIs are in place to measure effectiveness? Can individual assets be reported on for effectiveness? How can you add new assets to an existing flow? © 2013 Salesfusion
  34. 34. Salesfusion | Marketing Automation Who are we? Salesfusion helps marketers attract new opportunities, convert them into customers and nurture them into lifetime relationships. With Salesfusion, some of the best marketers today are not only driving quality leads into the sales funnel, they are automating the lead-to-revenue process. Salesfusion is more than marketing automation; it is the only lead-to-revenue platform you will ever need. © 2013 Salesfusion
  35. 35. Salesfusion | Marketing Automation About Us • • • • • • • Dedicated to the success of marketers Best-in-class service – most live support hours in the industry Known for unique approach to client services and training The best marketing automation platform in the industry for integrating marketing and sales Specialize in CRM integration A pioneer in lead to revenue management – the only MA platform built on a CRM database 450+ clients in 22 countries © 2013 Salesfusion
  36. 36. CONTACT US Contact Information Salesfusion Address 1 Concourse Parkway Suite 190 Atlanta, GA 30328 Corporate Offices 855.238.6522 EMEA London Offices +44 (0) 203 514 8376 Email Website © 2013 Salesfusion
  37. 37. THANK YOU From Salesfusion