This presentation contains the essentials you need to succeed at email marketing, using Marqui's tools. It explains how to build an effective email campaign from start to finish including: * List building and segmentation * Ensuring your message hits the mark and the inbox * Call-to-action and landing page consistency * Understanding email analytics * Getting to the next level with drip and triggered email

1. Customer success webinar:
Mastering email marketing with Marqui
6/16/2009 www.marqui.com

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3. Introducing our presenters
Richard Sharp, VP Marketing
Ryan Stocker, VP Product
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4. Agenda
1. Email campaign process
2. List building and segmentation
3. Hitting the mark and the inbox
4. Call-to-actions and landing pages
5. Understanding email analytics
6. Getting to the next level
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5. Just send a quick email blast…
Segmented list
Campaign
Email
concept
Action
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6. What makes a good email campaign concept?
• Know your customer
– What do they care about?
– What is their preferred style of communication?
– What kind of information do they trust?
• Action oriented
– Ideally should allow you to infer something useful
• Trend away from newsletters to targeted communications
– Brief communications with one theme
– Beware of list fatigue
– Aim to build trust
– Measurable outcome
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7. Building a list based on permission
• Always be building your house list
– Website form fills
– Old / disqualified leads
– Lost opportunities
– Old trade show contacts
– Existing customers
• Encourage word of mouth
• Co-marketing opportunities
– Customers
– Partners
• Telemarketing should get permission as a baseline
“Permission marketing is the privilege (not the right) of delivering anticipated,
personal and relevant messages to people who actually want to get them.”
– Seth Godin
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8. CRM import synchronization
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9. Build a segmented group
• Segmentation is win – win
– Helps you be relavent
– Avoids list fatigue
– Better long-term results
• Dynamic groups vs. static groups
• Segmentation ideas
– Geographic
– Industry
– Role / function
– Funnel stage
– Stuck leads
– Area of interest
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10. Create new group for segmentation
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11. Define group rules to segment
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12. Define group rules to segment
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13. Creating the email - getting the template right
• Simple template design
• Consider most emails are read in a preview pane
– Less than 600 pixels
• Is it consistent with your brand?
• How does it look without graphics?
• Text / HTML / multi-part
• How does it look on mobile devices?
• Are you CAN-SPAM compliant?
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14. Assume preview panes are standard for B2B
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15. Images on and off
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16. Simple vs. complex templates
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17. Tips for email content
• Descriptive sender name and email address
• Compelling subject lines
• Skimmable copy
• Be direct and use plain language
• Clear call-to-action
• Test on multiple email clients
– Outlook
– Gmail
– Yahoo / Hotmail
• Have somebody else read it and then test again
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18. Create email activity
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19. Create email activity – select group
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20. Create email activity – goal tracking
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21. Create email activity – goal tracking
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22. Create email activity - personalize
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23. Getting into the inbox
• Email deliverability
– More to delivering an email than you think
– White listing / Paced delivery
– Sender Policy Framework (SPF) compliant
– Domain Keys
– Bounce and read tracking
• Avoiding spam filters
– Don’t leave subject blank
– Avoid exclamation marks!!!!!!
– AVOID ALL CAPS
– Avoid image-only emails
– Too many outbound links
– Corporate spam tools (http://spamassassin.apache.org/tests_3_2_x.html)
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24. Calls-to-action & landing pages
• One call-to-action
– Several times is okay
– Logical next step from message
– Hyperlink with tracking
– Spell out URL in plain text version
• Simple landing pages
– Make sure it’s consistent with the email
– Don’t distract from the goal
– Keep forms fields to a minimum
– Set up a goal page
– People like pictures, especially of people
– Test landing page variations
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25. Good example of a landing page
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26. Create email activity – adding a landing page
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27. Using Google Website Optimizer to test landing pages
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28. Using GWO to test landing page effectiveness
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29. Measure and Improve with Analytics
• Sent vs Read
• Hard vs Soft Bounces
• Clickthroughs vs Conversions
• Return on Marketing Investment
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30. Getting to the next level
1. Learn from what works and what doesn’t
2. Create a new segment based on read / click / convert
3. Stay front of mind with an automated drip campaign
4. Nurture leads with triggered emails and lead scoring
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31. Questions?
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.4848543
Ryan Stocker, VP Product
ryan.stocker@marqui.com
604.484.8538
support@marqui.com
1.800.505.8544
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