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Generating Leads via Email Marketing - presentation for the Sales Summit


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Presented on May 30, 2012 at the Sales Summit, an organization for CEOs and Sales and Marketing executives of B2B companies for networking and ongoing learning.

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Generating Leads via Email Marketing - presentation for the Sales Summit

  1. 1. Generating Leads viaEmail Marketing Rebecca Steinberg Herson The Sales Summit, May 30, 2012 1
  2. 2. Email is an interruption 2
  3. 3. Email is Integral to the marketing strategy Webinars Trade Shows WWW/ blog AdsPublic Relations email • Keep messages aligned • Similar look & feel • Should all feel like it’s Telesales from the same company SEO 3
  4. 4. Types of emails• Blind introduction• Warm introduction• Invitation to event (webinar, trade show booth, breakfast…)• Product launch• Purchased list campaign• Lead nurturing• Newsletters• News update 4
  5. 5. Anatomy of an email: from the top Subject Line:From Address: • Spend time on this!!• Better results from a real person • 30-50 characters (not “Software Co. Webinar”) • Important words at the beginning• Make sure the return address • Test different variations works & someone will see it • Try adding an incentive to increase open rates “Receive a free ipod with SW demo” 5
  6. 6. Best Words to Use in Subjects Source: 6
  7. 7. Anatomy of an email: Moving down… View in browser link: • A must for HTML emails • Not for personal-type emails Eye-catching image: • A nice to have. Not a must. Building credibility with customer names CALL TO ACTION: • This is a MUST • (move it up…) 7
  8. 8. Anatomy of an email: The bottom CALL TO ACTION: • One CTA per email • Multiple locations • Multiple formats (image & text) Fine print: • Physical Address (needed for CAN-SPAM) • Copyright/TM info 8
  9. 9. Calls To Action (CTAs)• Sign up for our newsletter• Visit this Web page • Above the fold• Download this white paper • Repeat the CTA• Enter this contest • Vary the format• Meet us at this event (button, URL, image)• Register for our free version• View this webinar • Limit yourself to ONE CTA• Answer our survey• Call our hotline… operators standing by• View this amazing content• …… 9
  10. 10. Lead Nurturing Emails• Lead Nurturing: 4-10 x response rate compared to standalone blasts (source: Silverpop)• Match different types of content to lead funnel Visitors Customers 10
  11. 11. Lead Nurturing Emails Awareness Videos, articles, infographics, blog posts Consideration Newsletters, demo videos, webinars, analyst reports Close In person events, case studies, reference checklists, pricing guides Adapted from Eloqua Content Grid: 11
  12. 12. Email Segmentation Benefits Marketers who segment: 39% Experience higher open rates 28% Experience lower unsubscribe rates 24% Experience better deliverability and greater revenueYou can segment by… vertical industry, stage in funnel, job title, product(s) they expressedinterest in, complementary solutions they already have in-house, how they got to you, etc. statistics source: 12
  13. 13. Give yourself some feedback 1) Customize your links 2) Get immediate email notification (Insightera is one tool that can do this)3) Track over time in Google Analytics Bank of America Content > Site Content > Pages > search for ?rebecca 13
  14. 14. Timeliness Matters Better likelihood of having a meaningful 7x conversation with a key decision maker when contacted within 1 hour60x Better likelihood than those contacted 24 hours later Harvard Business School Study of 1.25 million sales leads received by 29 B2C and 13 B2B companies in the U.S. 14
  15. 15. One-Two Punch: Targeted Offer on Web SiteUsing a solution likeInsightera, you can:•Target specific offerto email click-throughs • Demo sign up Download Now • Download doc • Etc.•Offer can appear onlanding page, orafter 2-3 pages 15
  16. 16. Test Test Test• Subject lines• Opening paragraph• Images• Best time to send Source:• Best day to send• Landing page design elements• No A/B testing SW? No worries! Just divide your list. 16
  17. 17. Subject Tests Subject 1 Subject 2 Language Email-borne 400% increase in versions malware makes a email borne (subject 1) huge comeback malware Unique open rate 17.5% 15.5% 17.7% Unique click 4.2% 2.8% 2.8% through rate 17
  18. 18. Subject Tests – 3rd party list• Subject 1: Issues with Blacklisted IPs: Read the new research report on Outbound Spam 20% Open Rate• Subject 2: New research report on the Growing Problem of Outbound Spam 15% Open Rate 18
  19. 19. Clean List = Better Deliverability • Track per send & over time: • Open rates March • Click through rates April May • Time on site June July • Unsubscribes  August Sept October Goal: 100% November deliverability December Undeliverable Unsubscribes Deliverability Rate 19
  20. 20. Don’t be a spammer• Always ask permission• Maintain a “do not email” list (and don’t email them… duh)• Always include physical address & unsubscribe option• Clean out your lists religiously – Remove hard bounces – Avoid spam traps• Avoid ALL CAPS• Track your deliverability• Use a reputable email company that requires opt-in (Vertical Response, Exact Target, etc.) 20
  21. 21. Use Every Outbound Email• Standardize footers for ALL outbound messages, Not just sales/marketing• Can be text-based most of the time• Add an image for special occasions• Great for internal marketing 21
  22. 22. Best MAIL Campaign Ever • Highly targeted • Dimensional Mailer 25% Desired ResponseFront Back• Personalized • Highlights (can’t get taken “Commtouch by someone else Inside” concept in the company) • Selective lacquer• Very cool look adds high-end feel• Highlights corp. offerings 22
  23. 23. Thank You! Rebecca Steinberg Herson +972-54-444-2372 23