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Modernize Your Email Marketing Strategy - SLCHUG Feb 22, 2018

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For this months SLCHUG event, we were lucky to have Elise Beck, product marketing manager from HubSpot in to speak about email marketing. It was a great session. Enjoy the deck!

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Modernize Your Email Marketing Strategy - SLCHUG Feb 22, 2018

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Connect Partner: Deposit Fix w/ Denis • Modernize Your Email Marketing w/ Elise • Q&A & Wrap-up
  3. 3. #SLCHUG Decks Will Be Available Recap Post Coming
  4. 4. #SLCHUG#SLCHUG
  5. 5. #SLCHUG DARIN BERNTSON @iGoByDoc CEO/Founder Co-Leader SLCHUG
  6. 6. #SLCHUG BRANDON CARTER @bscarter Marcom Manager HubSpot Customer Co-Leader of SLCHUG
  7. 7. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  8. 8. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  9. 9. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 1 Main Event Per Quarter – Additional Workshops + Intensives tbd – These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  10. 10. #SLCHUG#SLCHUG Thanks for having us!
  11. 11. #SLCHUG Save The Date Our Next Intensive Thursday, March 29, 2018 Location Access Lunchtime Event 12:00 -1:00 PM All Event Dates on
 SLCHUG Home Page
  12. 12. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Pillar Content Creation Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page
  13. 13. #SLCHUG Digital Marketing Conference - Friday August 24, 2018 $249 Early Bird Pricing Ends Soon On Sale Now SLCSEM.ORG
  14. 14. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site
  15. 15. #SLCHUG CONNECT
  16. 16. #SLCHUG#SLCHUG
  17. 17. #SLCHUG#SLCHUG
  18. 18. #SLCHUG#SLCHUG Can request from our Homepage
  19. 19. #SLCHUG#SLCHUG ?
  20. 20. #SLCHUG SHARE TODAY #SLCHUG Twitter - Facebook - Instagram
  21. 21. #SLCHUG#SLCHUG
  22. 22. #SLCHUG
  23. 23. #SLCHUG READY?
  24. 24. #SLCHUG DENIS LUNEV @denlunev HubSpot Connect Partner 
 & Founder of
  25. 25. Payment Solution for HubSpot Denis Lunev Founder of DepositFix
  26. 26. Have the Full control over the customer’s journey
  27. 27. Have the Full control over the customer’s journey Payments
  28. 28. Based on HubSpot Forms
  29. 29. Based on HubSpot Forms
  30. 30. Payment Methods
  31. 31. Works best for • Events • Courses • Digital products • Services • Subscriptions • Donations
  32. 32. Integration Details • CMS Integration • Custom Fields • Timeline events • Trigger workflows after the payment • Client payment history page • Discount codes
  33. 33. depositfix.com Send an email to denis@depositfix.com with any questions or to get an extended 45-days free trial. More info here:
 https://www.hubspot.com/integrations/depositfix
  34. 34. #SLCHUG Questions?
  35. 35. #SLCHUG READY?
  36. 36. #SLCHUG ELISE BECK Product Marketing Manager
  37. 37. EMAIL MARKETING FOR THE MODERN MARKETER February 22, 2018
  38. 38. Elise Beck Product Marketing Manager
  39. 39. MARKETERS RUIN EVERYTHING
  40. 40. 57,698
  41. 41. MARKETERS RUIN EVERYTHING
  42. 42. BUT THERE’S HOPE.
  43. 43. STOP INTERRUPTING START CONNECTING
  44. 44. RIGHT MESSAGE. RIGHT PERSON. RIGHT TIME.
  45. 45. So, what makes email different from direct mail or phone calls?
  46. 46. It’s scalable.
  47. 47. It can be hyper personalized.
  48. 48. You can get really, really good data. (So you know what’s working and what’s not.)
  49. 49. MODERN EMAIL IS NOT JUNK MAIL
  50. 50. You need to be really deliberate. (Right message, right person, right time.)
  51. 51. HOW?
  52. 52. WHO WHAT WHEN WHERE WHY
  53. 53. WHO WHAT WHEN WHERE WHY →
  54. 54. WHY WHO WHAT WHEN WHERE →
  55. 55. WHY
  56. 56. WHY ARE YOU SENDING THIS EMAIL? WHY SHOULD THEY CARE? ➔ Make sure it’s relevant. ➔ Make sure that email is the best channel. ➔ If you don’t have a good answer, don’t send it.
  57. 57. WHO
  58. 58. WHO ARE YOU SENDING THIS EMAIL TO? ➔ Think about the persona. What does this person care about? ➔ Other ways to segment: ◆ Lifecycle Stage ◆ Geography ◆ Industry ◆ Role/title
  59. 59. EASY, RIGHT?
  60. 60. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
  61. 61. SMART FIELD AND PROGRESSIVE PROFILING SMART FIELDS AND PROGRESSIVE PROFILING
  62. 62. SMART FIELD AND PROGRESSIVE PROFILING SMART FIELDS AND PROGRESSIVE PROFILING
  63. 63. SMART FIELD AND PROGRESSIVE PROFILING
  64. 64. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
  65. 65. KEEPING TRACK OF LIFECYCLE STAGES ➔ What are the default lifecycle stages? ◆ Subscriber ◆ Lead ◆ Marketing Qualified Lead ◆ Sales Qualified Lead ◆ Opportunity ◆ Customer ◆ Evangelist ◆ Other ➔ How can you keep track of them? ◆ Upload a list ◆ Hidden form fields
  66. 66. KEEPING TRACK OF LIFECYCLE STAGES
  67. 67. KEEPING TRACK OF LIFECYCLE STAGES ➔ What are the default lifecycle stages? ◆ Subscriber ◆ Lead ◆ Marketing Qualified Lead ◆ Sales Qualified Lead ◆ Opportunity ◆ Customer ◆ Evangelist ◆ Other ➔ How can you keep track of them? ◆ Upload a list ◆ Hidden form fields
  68. 68. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
  69. 69. BEHAVIORAL EMAILS AND WORKFLOWS
  70. 70. BEHAVIORAL EMAILS AND WORKFLOWS
  71. 71. BEHAVIORAL EMAILS AND WORKFLOWS
  72. 72. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
  73. 73. MAKING LISTS
  74. 74. OKAY, WE’RE DONE WITH “WHO”
  75. 75. WHAT
  76. 76. WHAT DO YOU WANT THEM TO DO? ➔ Clicks and opens are vanity metrics. ➔ Make sure your CTA is clear.
  77. 77. WHEN
  78. 78. WHEN IS THE BEST TIME TO SEND IT? ➔ A/B Test ➔ Scheduling ➔ Smart Sends
  79. 79. WHERE
  80. 80. WHERE WILL THEY BE READING IT? ➔ Mobile ➔ Mobile ➔ Mobile
  81. 81. PART 2: EMAIL MARKETING THROUGHOUT THE FUNNEL
  82. 82. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities
  83. 83. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities TOFU MOFU BOFU
  84. 84. TOFU
  85. 85. Top of the funnel ➔ Buyers are in the awareness stage of their journey. ➔ They’re aware of the challenge or opportunity that they’re looking to pursue. ➔ They’re not really shopping for solutions just yet. ➔ Their lifecycle stage is either: Subscriber or Lead
  86. 86. Why would you be emailing someone at the top of the funnel? ➔ They opted-in to your newsletter ➔ They subscribed to your blog ➔ They engaged with a high-level piece of content Emails to folks in this part of the sales funnel should be limited.
  87. 87. What should TOFU emails look like? ➔ Representative of your brand (designed) ➔ Promote brand trust (helpful, relevant) ➔ Come from marketing (but always a real person)
  88. 88. MOFU
  89. 89. Middle of the funnel ➔ Buyers are in the consideration stage of their journey. ➔ They’re evaluating potential solutions to their problem. ➔ They’re interested in your solution, but they’re not yet ready to buy. ➔ Their lifecycle stage is: Marketing Qualified Lead
  90. 90. Why would you be emailing someone at the middle of the funnel? ➔ They engaged with an “MQL” qualifying piece of content. ➔ They attended a webinar or event. ➔ They “raised their hand” by requesting a demo, free trial, or sales call.
  91. 91. What should MOFU emails look like?
  92. 92. THE AUTO- PROSPECTOR
  93. 93. What should MOFU emails look like? ➔ They should come on behalf of the sales rep (sent via marketing)
  94. 94. What should MOFU emails look like? ➔ They should always include a meetings link (auto-prospector)
  95. 95. What should MOFU emails look like? ➔ They should be very personal (and minimally designed)
  96. 96. SEGMENTATION IS KEY
  97. 97. BOFU
  98. 98. Bottom of the Funnel ➔ Buyers are in the decision stage of their journey. ➔ They’re evaluating a similar set of solutions to their problem. ➔ They’re ready to buy. ➔ Their lifecycle stage is either: Sales Qualified Lead or Opportunity
  99. 99. Why would you be emailing someone at the bottom of the funnel? ➔ You shouldn’t. ➔ These contacts should be owned by sales.
  100. 100. What should BOFU emails look like? ➔ They should come on behalf of the sales rep (sent via the sales rep) ◆ Templates ◆ Sequences
  101. 101. QUICK RECAP EMAILS THROUGHOUT THE SALES FUNNEL
  102. 102. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities MARKETING MARKETING → SALES SALES
  103. 103. OTHER EMAILS
  104. 104. INTERNAL EMAILS
  105. 105. Examples of internal emails ➔ Notify sales if a contact: ◆ Signs up for a webinar or event ◆ Downloads a piece of content
  106. 106. CUSTOMERS
  107. 107. Examples of customer emails ➔ Important announcements (make sure it’s valuable) ➔ Information that will improve their experience as a customer
  108. 108. CHURNED CUSTOMERS
  109. 109. Examples of churned customer emails ➔ Major changes to your pricing or service offering. ➔ A special offer or discount.
  110. 110. LOST OPPORTUNITIES
  111. 111. Examples of lost opportunity emails ➔ Abandoned cart emails ➔ A special offer or discount ➔ Major changes to your pricing or service offering
  112. 112. READY TO ROCK YOUR EMAILS?
  113. 113. BE MORE HUMAN.
  114. 114. STAY ORGANIZED.
  115. 115. USE TECHNOLOGY TO YOUR ADVANTAGE.
  116. 116. QUESTIONS?
  117. 117. #SLCHUG Save The Date Our Next Intensive Thursday, March 29, 2018 Location Access Lunchtime Event 12:00 -1:00 PM All Event Dates on
 SLCHUG Home Page
  118. 118. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Pillar Content Creation Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page
  119. 119. #SLCHUG 148 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead ManagementThanks for being a part of our community!

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