This document summarizes a webinar about improving email marketing strategies. It discusses how traditional "spray and pray" email blasts are ineffective due to inbox overload and spam filters. It presents an opportunity to build an integrated multi-channel marketing ecosystem, target audiences more precisely with relevant content, and optimize email delivery to increase open and response rates. Tools like Act-On's marketing automation platform are presented as able to manage segmented lists, various channels, and deliver high open rates through features like good deliverability. Next steps encourage accessing webinar materials and requesting a demo of Act-On's tools.

1. Summer Webinar Series | Session 4 | August 4
Why Spray and Pray Isn't
Cutting It Anymore.
How to Amplify Your Email Ripple Effect Beyond the Initial Email Blast.

2. About “HOW TO” Series
Lead Generation Techniques… to drive more qualified leads…
that YOUR sales will be excited to act on.
• Focus on How to Get Out of the Status Quo of:
Only 20% of your Only 16% of your Losing 80% of your
leads being followed total leads deemed „bad leads’to
up on sales-ready, actually competitors
closing within 24 month
** Sources: Sirius Decisions; Aberdeen Group

3. About Your Sponsors
Helps organizations of all Provider of one of industry‟s
sizes find the best tools to fit most popular and fastest
their needs growing cloud-based integrated
marketing platforms

4. Previous Sessions
So Why Should I Call this Guy?
• How to Get Critical Lead Data to Sales
• Change “Why” to: “Wow, Can’t Wait to Call”
Make New Friends, Keep the Old
• Recycle, Educate and (Re) Deliver
• Change “Wasted Leads, Resources &
Campaign Dollars” to: Opportunities and ROI”
There’s a Party Going on, You’re Not There
• How to Identify Potential Hot Prospects
• Change “Lurkers and Gripers” to:
“Conversions and Opportunities”

5. Today‟s Session:
Why Spray and Pray Isn’t Cutting it Anymore

6. Session Agenda:
Why Spray and Pray Isn’t Cutting it Anymore
The Problem The Opportunity Tools To Get
You There

7. Did You Know?
Average person receives
75-350 emails a day
25-30% of emails received
spam; unsolicited
39% of US have smart
phones; expected to be
50% by end of 2011

8. The Problem:
Overloaded and Distractions
Email
• Inbox overload
• Spam Sensitivity
• Stronger Spam Filters
Competing Forces
• IM, Text
• Social Channels
• RSS Feeds
• Do More With Less Mantra

9. The Problem:
Not Supporting All Possible Actions
Recipient Will…
• Respond to offer
• Go to website to access
• Forward to friends;
colleagues to get scoop
• Google to learn more
• File away to respond later
• Delete; Opt-out

10. Missed Opportunities
Making it Hard for Prospects Making it Hard for Sales
• Relying on forms for conversions • Not capturing relevant lead data
• Not having multi-channel coverage • Not guiding leads through funnel
• Mixed messages and call to actions • Message misalignment
Results: Wasted Opportunity to Have More Conversions,
Bigger Campaign ROI and Greater Funnel Impact!

11. The Opportunity:
Go Beyond Email Marketing

12. The Opportunity:
Optimize Your Campaigns
1. Create a marketing
ecosystem that walks,
talks and works together
2. Aim before you shoot with
relevant content based on
target audiences
3. Increase likelihood of
getting it delivered

13. The Opportunity:
1. Build Marketing Ecosystem
• Brand consistent
throughout all mediums
• Offer easily identifiable,
accessible and focused on
one action
• Support results by giving
sales campaign objectives,
access to materials, and
lead behaviors

14. The Opportunity:
2. Aim Before You Shoot
• Clean lists constantly,
bounces, opt-in/out
preferences
• Target with list segments
based on attributes and
behaviors
• Focus on content and call
to action that is relevant to
audience

15. The Opportunity:
3. Give Emails Fighting Chance
Increase likelihood of getting
past spam filters.
• Avoid large/multiple images;
defer to light html
• Avoid words that will get flagged,
such as Free, New, Results..
• Go easy on number of links
• Have it from „real person‟ not
„info@; sales@; nurture@...

16. The Opportunity:
3. Give Emails Fighting Chance
Blast with confidence on
ability to get through.
• General deliverability
• Avoid getting black listed
• Managed capacity
• ISP relationships
Know your email vendor’s
reputation and capabilities

17. The Opportunity:
3. Give Emails Fighting Chance
Support likelihood of getting
attention, responses.
• Avoid „big x‟ in preview panel
• Use prime real estate correctly
• Focus ONLY on offer; CTA
• Email haiku - compelling,
succinct
• Easy to respond - no long forms
or no forms at all
• Don‟t forget how it renders on
smart-phones

18. The Tools to Make it Happen
Must Haves:
• Ability to easily create; manage
marketing channel ecosystem
• Segmenting, cleaning, deliverability
• Real-time activity-based lead profiles
for effective sales engagement
Elevate Your Email Campaigns to Better Support
Conversions…Time to See the Tools..Introducing Theresa…!

19. The Opportunity:
Elevate Your Game for Campaign Success
Cover all your bases…
• Strategic list, content and lead
management
• Leverage all channels, systems
and tools
• Focus on prospect‟s point of view
– relevant content, email best
practices to promote easy
engagement

20. The Tools to Make it Happen:
Act-On Integrated Marketing Platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

21. Tying It All Together
“How to Market to Win”
So Why Should I Call this Guy?
• Change “Why” to: “Wow, Can’t Wait to Call”
Make New Friends, Keep the Old
• Change “Wasted Leads, Resources &
Campaign Dollars” to: Opportunities and ROI”
There’s a Party Going on, You’re Not There
• Change “Lurkers and Gripers” to:
“Conversions and Opportunities”
Why Spray and Pray Isn’t Cutting it Anymore
• Change “Deletes and Wasted Efforts” to:
“Responses and Higher ROI”

22. Next Steps:
Tremendous Opportunity
Next Steps:
How to Guides; Session Materials
• Make New Friends But Keep the Old
• Why Should I Call This Guy?
• There‟s a Party Going On, You‟re Not There
• Why Spray and Pray Isn‟t Cutting it Anymore
Make It Happen With Act-On:
Join Weekly Demo: www.actonsoftware.com
Request 1x1 Demo: sales@actonsoftware.com or (877) 530.1555