1. Accelerating Sales with Better Email
Marketing Practices
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Secrets to Successful Email Marketing
– Secrets to Successful Content Marketing
• Email me what you want
– It’s that simple…

3. Last Slide First
1. Understand your customer, product & objective
before planning (let alone executing)
2. Use the resources you already have before
spending money
3. Review & assess/adjust your priorities, focus
areas and execution at least weekly
4. Fire lots of bullets
5. Manage actively and openly
6. Sales & marketing is too important to leave to
salespeople and marketers

4. Prospect Engagement Funnel
Customer Targets (based on persona profiles) Next Step Accelerator
Ideas
Network-exclusive access to content
Network / Open Community Value-added special offers
Channels: Twitter, Facebook, Blog, LinkedIn Discovery events
Goal: Drive Registration White papers, top ten tips, etc.
Drip Marketing Testimonials, Success Stories
Channels: Email Newsletters, CRM System Profile-Specific Messages
Goal: Drive Active Prospects New product/service offers
Active Sales Cycle New Opportunity Alerts
Channels: CRM, 1:1 1:1 with Existing Customer
Goal: Sell In-Market Events
New Referral & Tell-a-Friend Offers
Customer Network / Community Invites

5. Four steps to a better plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets

6. Eight tips for better subject
lines
1. Tease
2. Personalize
3. Be specific
4. Prioritize
5. Use numbers
6. Watch your length
7. Your “from” line
8. Test

7. Reviving dormant subscribers
• Define “engaging”
• Focus on the subject line
• Write to them (not for you)
• Tie it to something they did
• Make a request, make it specific & urgent
• Don’t make it look like a marketing email

8. The case for marketing
automation
1. Do the math
2. Show the math from others
3. Customer retention too
4. Show samples of metrics/reports possible
5. More email (not less)
6. Long-term headcount reduction
7. Impact on inside sales performance
8. Don’t talk about software

9. Why transactional emails
matter
• Open Rates
– Commercial Email: 31%
– Transactional Email: 47%
• Clickthrough Rates
– Commercial Email: 6%
– Transactional Email: 20%
• Annual Volume
– Commercial Email: 3,694 per year
– Transactional Email: 87 per year

10. What it does for you

11. What counts as transactional
email
• Order confirmations
• Shipping notification
• Receipts
• Order status
• Receipt confirmation
• Service request received
• New account set-up
• Account balance information
• Expired subscriptions

12. What we’re doing wrong
• 44% of transactional email has no
personalization
• 79% of transactional email has no
promotional content
• 42% of transactional emails are delivered as
text (no HTML)
• 53% of transactional emails are controlled
outside of marketing
• Less than 1% of email marketing funds are
spent on transactional email

13. Nine mistakes most companies
make
1. Marketing doesn’t own the email
2. Undercommunication
3. Focusing only on the transaction
4. Not paying attention to timing
5. Making it a one-way street
6. No personality
7. Hard to read
8. Not enough resources
9. Vague subject lines

14. Count the mistakes

15. Glazing over

16. Closer but room for
improvement

17. What to do immediately
1. Pay attention to the “from” name
2. Subject lines are very important
3. Test, test, test, test…
4. Personalization
5. Send email when people are reading
6. Minimize sequencing
7. Prioritize the primary message (but keep it
short)
8. Measure!

18. What to do next
1.Dedicated IP address
2.Design for all devices
3.Time the emails correctly
4.Use HTML
5.Match look/feel to rest of brand, Web site,
etc.
6.What else might they need? What did
they forget?

19. Several best practices in one
email

20. And right before my flight…

21. Renewal notices

22. Primary message prominent

23. …but at the bottom…

24. Some good, some bad

25. Two minutes later

26. Don’t forget…
matt@heinzmarketing.com

27. Questions?