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Marketo Los Angeles User Group Meeting - October 2014

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Marketo Los Angeles User Group Meeting - October 2014
Main objectives are: -
• Reasons for unsubscribe
• Key Elements of Email Preference Center
• Types of Email Preferences
• How to create your dream Email Preference Center
• What to consider

Published in: Marketing
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Marketo Los Angeles User Group Meeting - October 2014

  1. 1. © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialOct 22, 2014 Los Angeles Marketo User Group Leader Madhu Gulati President/ Chief Strategy Officer ShowMeLeads Inc. Welcome LA Marketo User Group
  2. 2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Los Angeles Marketo User Group Leaders Madhu GulatiJosh Hill President/ Chief Strategy OfficerMarketo Practice Lead ShowMeLeads Inc. Perkuto Marketo PartnerAbout Us
  3. 3. Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential World Class Global Subscription Management CenterAgenda: Reasons for unsubscribe Key Elements of Email Preference Center Types of Email Preferences How to create your dream Email Preference Center What to consider Q&A (15 minutes) #LAMUG
  4. 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Lost Emails 4
  5. 5. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 5 50% people do not even open the email
  6. 6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Unsubscribe Rate 6
  7. 7. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Reasons for Unsubscribing from emails 7
  8. 8. © 2014 Marketo, Inc. Marketo Proprietary and Confidential So what’s the solution?
  9. 9. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Create a perfect Email Preference Center
  10. 10. Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Email Preference Center-What it means? 10
  11. 11. Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Elements of Email Preference Centre 11 1.Give Control to your subscribers 2.Share relevant messages 3.Personalize 4.Nurture based on buying cycle 5.Reduce unsubscribe rate by following best practices
  12. 12. Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Types of email preferences 12 Unsubscribe/Opt Out Email Subscription/Opt-in Update Email Preference
  13. 13. Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Unsubscribe/Opt Out 13 5 things to consider 1.Visibility: Unsubscribe link should be visible and easy to find 1.Be clear and precise what the subscriber needs to do in order unsubscribe. 2.Remember to always include the option to unsubscribe from allemail communications at once (or else violate the CAN-SPAM Act). 2.Clarity: Configure the subscription center which clearly shows user what they're already subscribed to till date 3.Confirm: Create a landing page and send confirmation email stating clearly confirmation message that their preferences were updated. 4.No Distractions: Remove any extra distractions such as navigation, images, competing text, etc. 5.Allow them: Allow people to unsubscribe without having to do anything else, like entering email address again, completing a feedback survey, etc.
  14. 14. Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Email Subscription/Opt-in Consider following for all the opt in landing pages: •Headline: Grab attention, make that very first impression •Opt-in form: this is where people will actually signup, make it simple •Call-to-action: Make sure you have good reason for any one to opt-in. Make a strong offer •Be Social : Add those social element, the more credible you are, the more likely people are going to be to signup..
  15. 15. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Update Email Preference 15 1.Frequency: Create the Email preference that it helps subscribers control the frequency of the emails they receive. 2.Pick Option: Let subscribers choose and control which topics they receive emails about. Create multiple, targeted email subscription types, and let subscribers pick and choose among their options. 3.Details of each option: Make sure to describe each email subscription option, including the value of the content and the frequency to expect. 4.Remind: Always remind them why they're getting your emails.eg. you are receiving this email because… •Share why you thought they'd enjoy your content/remind them of the email's value. •Ask them to confirm they no longer want your emails in a light or humorous way. 5.Re-subscribe: Give them an option to re-subscribe to other email lists.
  16. 16. Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Update Email Preference 16 Feedback from Unsubscribes 3 Tips for Gathering Valuable feedback: 1.Include an optional feedback survey to ask why people are unsubscribing. 2.Give people the option to contact you directly. You'd be amazed by the kind and useful feedback you can get through direct communication 3.Allow people who unsubscribe to leave their own, open-ended feedback.(Text Box)
  17. 17. Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Email Preferences 17
  18. 18. Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Email Preferences 18
  19. 19. Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Where do we get started? 19 Basic: •Assets: •Email-Responsive •Landing Page-Responsive •Form 2.0 •Campaigns: •Triggers to send emails for confirmation and update preference Advance: •Dynamic Content •Java Scripting
  20. 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Mobile Design-Responsive-The New Term!
  21. 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Creating Email Preference Center Assets-Email This email was sent to you because you requested information from Marketo or a partner. If you wish to unsubscribe or update your email subscription, please visit our email preference center. View our privacy policy.
  22. 22. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Creating Email Preference Center Assets-Form and Landing Page
  23. 23. Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Best Practices 23 •Use Progressive Profiling Form •Clean and Simple Op-in Strategy •Send Confirmation Email •Always state why your subscribers are getting emails •Lead Nurturing tracks •Offer Preferred Mode •Ask/Suggest Frequency
  24. 24. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Best Practices 24
  25. 25. Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Best Practices 25 Lead Nurturing with Snippets and Dynamic Content
  26. 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Best Practices-Frequency Preference 26
  27. 27. © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialThank you! Questions and Comments: Madhu@ShowMeLeads.com

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