The document provides guidance on designing effective email marketing campaigns and landing pages. Some key points include: - Keep email content concise and focused on the benefits for the recipient. Include an unsubscribe link and comply with CAN-SPAM regulations. - Landing pages should have a clear call to action at the top to capture visitors quickly. Test different page designs and content to optimize conversion rates. - Use marketing automation to guide visitors through a sales funnel with targeted content at each stage, from initial lead generation to follow up messaging.

1. Education Series - I Email-Internet-Landing Pages

2. Email

3. Knowing the facts

4. Knowing the facts Response Rates

5. % of B2B Executives email HTML Viewership % of B2B Executives email HTML Viewership 86% 15% 0% 20% 40% 60% 80% 100% Business people using email clients that block images by default (Outlook, etc.) Percentage who set to view images by default

6. Personalized & segmented email/banner improves effectiveness

7. The CAN-SPAM Act of 2003 Include an Unsubscribe and/or Opt-out link and instructions within the content Handle all unsubscribes within 10 days Use a legitimate “from” address, domain name and IP address Be sure “subject” line is accurate List company’s physical address at the end of email message

8. SPAM Defining SPAM the practice of sending unwanted e-mail messages, frequently with commercial content, in large quantities to an indiscriminate set of recipients comprises some 80 to 85% of all the email in the world How to avoid being seen as a Spammer Build your email lists carefully Choose only those who specifically asked for emails Use Opt-in scenarios Avoid sending emails to people who did not grant you permission

9. Prospecting vs. Clients - Email Prospecting Easy, fast and inexpensive Allows you to contact a lot of people Email should be quickly followed up with a phone call Clients One to one communication in mass Relevant & custom communication Clients control how often they receive

10. Eyetrack Studies

11. Comparison of Image Emails

12. Text and ‘Text-like’ Email Design Comparisons #1

13. Text and ‘Text-like’ Email Design Comparisons #2

14. Text and ‘Text-like’ Email Design Comparisons #3

15. Key Takeaways Certain pieces of text are almost always going to be read, but they’re also almost always fragments of text. It’s clearly possible to use text enhancements to increase reading. Bulleted, bolded, underlined and hyperlinked text all worked to spike attention. Breaking up text helps reading. Shorter, narrower paragraphs work better than long, wide ones. Bullets work better than paragraphs. The effect of the photograph in version five is fascinating. The same dense paragraph structure from version one is dressed up with a seemingly personal photograph and it has a great positive effect. Copywriting is more important in the age of the Internet than ever before, as attention spans shrink and demands for precious content increase.

16. Raising clicks on ads in emails

17. Planning Your Email Communication and Content Writing

18. Planning your email communication Creating a timeline Set realistic goals First email Follow-up email Last email Determine your audience Will clients & prospects be invited

19. Planning your email communication Putting together your email list Send your email to the right people Are your recipients the right market for your offer? Did you compile this list and did they opt-in? Determine your target Industry Location Behavior based Use SFDC and IPM data Contact local teams How relevant? Who will it come from?

20. Writing content Writing for your audience Keep the following in mind when you are writing your communications: Write clearly and without ambiguity Be succinct and direct Use the present tense Avoid using industry jargon, abbreviations or acronyms Avoid heavy use of adjectives Avoid complicated sentence structure Be economical with words — too much text confuses the message 23 words per sentence, 3 sentences/paragraph Avoid text in HTML

21. Writing content Word choice Some tips Be non-conformist Don’t use clichés Be affirmative Clear and concise Tell your customer exactly what to do

22. Writing content Avoid using words such as: Important information regarding Great Offer/Deal Visit our website Opportunity Click Here Subscribe Bonus Free

23. Writing content What’s correct with this email campaign? Subject line is benefit-oriented & catches customer's attention Benefits are stated right away There is a specific call to action

24. Writing content What’s wrong with this email campaign? A lot of black No branding No logo No images URL only appears below the fold Above the fold Below the fold

25. Quick tips to avoid: The words: free, guaranteed are spam magnets ALL CAPITAL LETTERS “Excessive punctuation!!!” Excessive use of “click here” $$$ and other symbols Empty From address Misleading subject lines Cascading style sheets (CSS) in your HTML Macromedia or Flash

26. Setting the tone The difference between direct mail and email marketing Email inbox - a personal space Create a relaxed feel Initial communication should be short – 2 to 3 paragraphs

27. Formatting email messages The four factors that can cause problems: Word Wrap Font Automated formatting HTML tags

28. Word Wrap How to avoid this embarrassing situation: Wrap your own lines at 60 or 65 characters Place a hard return at the end of each line

29. Font Realize the recipient’s email client may display a different display font Fonts come in two flavors: Proportional – width of fonts can vary (Times New Roman) Fixed-pitch – every character has the same width (Courier) Problems Lines come out too short or too long Tables – may come across as jumbled Remember to keep it simple Use a fixed font when possible

30. Example Fixed font Simple and direct

31. Text Newsletter

33. Other items to avoid when sending an email Attachments Images Stationary Backgrounds Read Receipt Requested

34. Email Fatigue Avoid it – people want relevant information Common to see a 50% uplift with relevant emails Send emails based on behavior

35. Automated formatting and HTML tags Why you shouldn’t use HTML Recipients may see HTML tags Hard for recipient to read Email clients (outlook) blocks HTML images Send all email marketing messages is plain text Use Notepad Paste message into your email window and send out Avoid using Microsoft Word Does not create pure text – even if you “save as” text Avoid HTML email unless you can be absolutely sure all recipients will receive the right format

36. Subject line tips Tip #1: Keep subject lines to less than 50 characters Tip #2: Examine your ‘stock’ language and decide whether it needs to be there.

37. Subject line tips Tip #3: Include action words

38. Subject line examples News Oriented to Reader - Best Open Rates (60%-87%) [COMPANYNAME] Sales & Marketing Newsletter Eye on the [COMPANYNAME] Update (Oct 31 - Nov 4) [COMPANYNAME] May 2005 News Bulletin! [COMPANYNAME] Newsletter - February 2006 [COMPANYNAME] and [COMPANYNAME] Invites You! Invitation from [COMPANYNAME] [COMPANYNAME] Jan/Feb 2006 Newsletter Website news - Issue 3 Upcoming Events at [COMPANYNAME] [COMPANYNAME] Councils: Letter of Interest October 2005 Newsletter Self Promoting - Worst Open Rates (1%-14%) Need More Advertising Value From Your Marketing Partner? [COMPANYNAME] Pioneers in Banana Technology [COMPANYNAME] Moves You Home for the Holidays Renewal [COMPANYNAME] Update - A Summary of Security and Emergency Preparedness News Now Offering Banana Services! [COMPANYNAME] endorses [COMPANYNAME] as successor The Future of International Trade True automation of your Banana Research [COMPANYNAME] Resort - Spring into May Savings You Asked For More...

39. How to create an email that gets clicked on

40. Text Only Email & Landing Page

41. Eloqua

42. Eloqua Video Eloqua Overview – Learn more about Eloqua Presentation Eloqua presentation and ROI (from Marketing Hub) **Eric – there isn’t any audio to this – could you speak to it?

43. Eloqua - Reporting Campaign Trees Provides more immediate insight into the results within a single campaign and across campaigns. View campaign reports and dashboards according to different levels or hierarchies—for example, by time period, then region, then product, then campaign type and finally, by the specific campaign Campaign results become clear and meaningful: Track results for the entire campaign and individual tactic. Reporting according to your organizational structure. Compare and analyze results across your organizational structure. View inquiries on campaigns by Lead Rank. Advantages: Measure campaign effectiveness that is most useful to you Provides more meaningful reports that enable you to improve future campaign results and demonstrate ROI.

44. Eloqua - Reporting Importance of keeping data clean and out of being a spammer Accurately measure our programs Business developers can be confident that the lead management system is sending them the most qualified leads Response open rates will go up Eloqua automatically removes bounce backs and unsubscribes

45. Why are we using an e-mail marketing service? Avoids exposing our email lists to recipients Assures that we comply with CAN-SPAM laws Enables us to track results Ensure deliverability Delivers our emails in the correct format Allows us to use professional looking templates Provides a mechanism to easily track results

46. Improve your results

47. Improving your results Use dynamic content inclusion to provide more relevant content to different segments of your database Track user behavior beyond the click-through Review your message templates for effectiveness within new email clients Consider breaking up your stories at a cliff-hanger point to increase click-through so you can better measure your readership

48. INTERNET & LANDING PAGES

49. Knowing the facts

51. B2B Study on where executives go to research business needs

52. Stats You only have 0-8 seconds to capture your visitor 80% of visitors will leave your page Keep relevant information at the top Keep focused goals

53. SEO and Keyword Optimiztion

54. SEO and Keyword optimization, SEM Research keywords Craft keyword-rich content Post document to web site Measure and track results

55. SEO example landing page

56. SEO example landing page

57. Banners, Sponsored Links and electronic newsletters Banners Response rates have dropped Still effective for certain marketing objectives Sponsored links Helps to achieve more popularity Makes site a valuable portal to finding related resources Electronic newsletters Great form for word of mouth Ability to forward newsletter to other people

58. Push Marketing vs. Pull Marketing: Using Both Strategies to Promote Your Site Pull-marketing The customer pulls your content or product Development of highly visible brand Media interviews Conference speaking Syndication of content Word of mouth Push-marketing You push your content or product towards the audience Websites email marketing cold calling

59. Common pull marketing strategies Syndicate Your Content/Skills Develop Relationships with the Media Create a Blog and Write Relevant Articles Interview Thought Leaders and Niche Experts Volunteer your Expertise Create an Online Community

60. Common push marketing strategies Paid Advertising Incentive-Based Promotions Create and Maintain an Email List Joint Venture with other Businesses/bloggers

61. Writing Content for the Web

62. Writing for the Web Writing quality vs. quantity Limit your text Too many words will frustrate your reader Write at least 400 words, but not more than 600-700 Use Headings and Subheadings Makes it easier for the reader to scan the information Should be in bold print

63. Writing for the Web Writing quality vs. quantity Bullets and Numbering A way to break up content Writing shorter paragraphs No more than five sentences, three is optimum Easier for search engines to pick up your content Place keyword phrases at the beginning of the paragraph, but always write for understanding not key word phrases Edit for typos

64. How to write for your landing page Writing Style & Content Provide valuable information in bite sized chunks Use headers above paragraphs Use bullets when possible Always offer an avenue for further information

65. Submitting content for the Web

66. Landing Pages Microsites PURLs

67. Why landing pages, purl’s and microsites are great for MROI Friendly for respondents Personalization

68. Landing Pages Landing pages Quick & cheap Can be “matched” with advertisements Can be tested & optimized Easy to manage

69. Eloqua Landing Page Example

70. PURL - Eloqua Example

71. Microsites Creates a greater interest Reduces page abandonment Progressively builds a profile on the prospective customer

72. Microsite – Email Campaign example

73. Microsite – Eloqua Microsite with PURL

74. How to write URLs Every landing page should have a readable and easy to type URL “Easy to type” means it’s not a string of gobbledygook, and it doesn’t have any words that are commonly misspelled or strings of numbers longer than five characters. Avoid dashes, odd characters, and if possible, don’t put anything after the .com Remember not everyone will click on the hotlinks provided. The recipient may have to cut-and-paste or hand-type in the URL

75. Landing Page Design

76. Six steps of landing page design Conversion definition Define precisely what conversion activity you need to take place from it eCommerce – adding an item to a shopping cart Lead Generation – filling out a registration form to accept an offer Branding/Education – examining and/or interacting with content on the site that the landing page is a gateway for Relationship – opting-in to receive communications for the brand/publisher on an ongoing basis – through emails, RSS feed, print newsletter, etc. Membership – registering to actively use the site on an ongoing basis in exchange for either payment, an implied agreement to view advertisement, or to allow one’s activity data to be measured Viral outreach – telling personal and professional contacts about the landing page, perhaps via an email tool, blog links, word-of-mouth, etc.

77. Six steps of landing page design Selecting URLs and hosting Decide where the landing page will reside Does it have it’s own URL? Will each individual target have their own URL? Will your agency host the page? Great for IT departments that can’t handle the job Risk ending the relationship with the agency and losing the page

78. Six steps of landing page design Demographic research Create a profile of your perfect converter Don’t construct a page to appeal broadly across a wide variety of “typical” users You have 0-8 seconds to convince visitors this is the page for them At most they will read 15 words

79. Six steps of landing page design Graphic elements, layout and form design The actual wireframing Make a list of all the specific elements that have to be included on the page Create a layout showing where each one will sit & how much space they will take up Important to do before actually writing the copy, due to space Wireframe should indicate where the fold is & where the right side print cut-off is

80. Six steps of landing page design Copywriting Three steps Headline – critical for landing pages Your call to action on the hotlinked text-line and/or submit button itself Body copy – this is all other copy, including subheads, bulleted lists, guarantees, testimonials, etc. Only 20% of your visitors will read much, if any, of this copy

81. Six steps of landing page design Testing, measuring and tweaking Set up a schedule to examine and react to result metrics. These should match your goals. Examples: eCommerce – Sales as a percent of total visitors, sales by traffic source, average sale amount, percent of sales from returning customers vs. newbies, etc. Lead generation – Leads as a percent of total visitors, estimated sales value per average lead generated by traffic source, length of sales cycle for average lead, etc. Branding/education – Percent of total visitors who stay longer than 30 seconds, the person over one minute. Average visit times, pageviews and clickpaths of visitors who stay over one minute. Percent of visitors who return within seven days. Relationship – Opt-ins (or RSS-feed recipients) as a percent of total incoming visitors. Percent of return vs. one-time visitors. Length of lifetime relationship. Membership – Length of active member account lifetime (churn rate), new members as a percent of total visitors, returning former members as a percent of total visitors. If offering a free trial, the percent of paid conversion & lifetime value of the trial based on landing page and traffic source, etc. Viral Outreach – Emails per visitor generated by the email tool, percent of the outgoing emails resulting in friends visiting, viral growth curve, number of link-backs from Blogs, etc.

82. Creating your landing page Keep it simple “Click Here” vs. clickable boxes Avoid giving “bad brand” Show you care about the impression you convey Show you take pride in your organization Create separate pages, if need be Sagging Page Syndrome Aka “the kitchen sink” Puts a burden on the respondent to sift through content

83. Landing page that matches campaign creative Targeted email campaign Landing page for email campaign

84. 7 Big Mistakes in Landing page Design Hard-to-read type Navigation bar from your regular Web site Click here to start the conversion process Scary forms Copy and graphics unrelated to the offer Landing pages that don’t match campaign creative Content doesn’t visually or verbally reflect with the content & images from a banner/email that drove them there

85. Example: Landing page with form – Original Layout Problem with layout Button does not stand out Header is too big – this is considered wasted real estate – the page scrolls and button below fold Lack of focal point to force the user focus on form Showing the price before the user understands what the company is about Navigation links are exits Header area

86. Example: Landing page with form – New Layout Solutions Summary Button is clearly defined and easy to read. Button is defined as the focal point. Header is reduced and navigational links are eliminated. The page barely scrolls and all important elements are above the fold. User is not forced to read but skim bullets of the copy or choose to take a tour if they want more info. Addition of the 100% Secure to make users feel more confident to sign up.

87. Landing page examples - Poor Page is cluttered Unfocused No clear call to action Lots of links Leaves the customer confused as what to do next

88. Landing page examples - Good Very focused Shows the current rate in large numbers A big red “get started” button A quick testimonial quote

89. How landing page design plays into the marketing automation process

90. Why a sales funnel? Isolate the user experience Focus on creating customer connections Lead generation & follow-ons Set Up for A/B Testing Higher ROI than homepage Flexible to handle newsletter sign ups, up-sells and opt-in partnerships

91. Engaging on the Internet Use visuals Offer something for free Provide testimonials