Email Marketing: Using the Lost Art of Persuasion To Influence Buyers in 2014


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Persuasion is critical to any marketing strategy, but research indicates that marketers often neglect this seemingly lost art. Register for this cutting edge webcast to rediscover this art and equip your email marketing efforts with the power of words. You will learn how understanding that language is central to your buyers' needs, optimizing the power of hyper-personalization in your emails, and taking advantage of the best strategies for lead scoring can help you attain maximum results from your email marketing programs.

As you plan for 2014, you cannot afford to miss this! Join email marketing experts, Jon Miller and Kraig Kleeman, to discover:
-Hermeneutics and Syntactical Linguistics: Applying the science of language to achieve persuasion
-The latest secrets in subject lines
-Best practices for scoring and identifying top leads
-How to employ these tactics to generate net-new opportunities

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  • My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG
  • Please note that today’s webinar is being recorded. It will be available on-demand soon after the conclusion of the webcast.We will conclude today’s event with a Q&A session. Please feel free to submit your questions throughout and we will get to as many of your questions as we can. You can enter questions by typing your question in the box on the left-hand side of your screen. <pause>
  • Not good.So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today.  On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010  Here’s fun quote for you: "Advertisements are now so numerous that they are very negligently perused..."  Believe it or not, these words written back in 1759 by a man by the name of Samuel Johnson. So this isn’t a new problem, although it’s obviously gotten a lot worse. Imagine if Samuel Johnson was alive today. I wonder what he’d think.
  • So here’s the dilemma for marketers today. Your consumer is like a sponge, and all those marketing messages are like the water.How do you ensure that your message is the one that gets absorbed into the sponge? After all, a potential buyer can only absorb so much, and your competitors are vying for their attention too.
  • Short history of email:Commercial email first evolved from a traditional direct mail mindset: lists, promotions, offers. Big campaigns. Send the same message frequently and rapidly to many. 1-2% response rates. Sent on your schedule, not theirs. One of email’s biggest “benefits” was its low cost compared to direct mail. But email was too easy. When companies combined the ease of sending large quantities emails with the low cost of doing so, it resulted in a recipe for a sender's dream but a receiver's nightmare. “Batch and blast” was off and running.But the problem was this: Nobody wants to get “blasted”.Think of the word blast....what do you imagine? It's a shotgun. Wide pattern, random spread, unfocused (for the most part) and an imprecise tool whose end result is one that sometimes leaves more damage than any benefit you might have gained. .. It hurts. Casualty of war.Terms like “hit the database” or “e-shot” are just as bad.
  • The answer: our communicationsmust be more trusted, more relevant, and more strategic. It must be more engaging.  Traditional batch and blast feels like shouting, engagement marketing feels more like a natural conversation. Notice how these women are engaged in conversation. There’s talking, but also listening going on. And the conversation, at least by the looks of it, seems to have a flow to it.
  • Rank leads in order to determine which leads are ready for purchase (“ready to dance”), and which need to be nurtured. Fit – am I attracted to youInterest – are you attracted to me Need both, but even that’s not enough … you could be married. Buying intent – timing matters as well, are you looking to make a purchase
  • Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
  • Active vs Latent Leads – very different follow-up. Active <5 min response. Latent, craft a personalized message.
  • My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG
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