This covers best practices for maximum deliverability, how to integrate automation into everyday email marketing, personalizing email delivery based on buyer behavior and email enhancement and much more.

1. DELIVERING
Email, Automation
& The New Buyer’s
Journey
RESULTS

2. INTRODUCTION
Tom Burke, CEO Chris Knipper, CEO

3. Validation
Append
Intelligence
ABOUT US - SYMBIOSIS
Content Marketing
Demand Generation
Marketing Automation

4. Email Deliverability
Facts
Challenges
List Growth
5 Steps to Success
The New Buyer’s Journey
Email and beyond
Building Workflows
Personalizing the
experience
TODAY’S WEBINAR

5. Today buyers are making their decisions by doing research online.
In fact, 61 percent of buyers will use search engines to research products
online. But even the most qualified of those buyers are not making a
purchase immediately — 50 percent of qualified leads who visit your
site are not ready to buy.
THE NEED FOR EMAIL
61% 50%Of buyers will use search
engines to research
products online
Of qualified leads who visit
your site are not ready to
buy

6. Email customers have 12% higher value
than social media customers. (Custora)
Almost 1/3 of repeat customers are
initiated by email (Forrester)
There are 3 times as many email accounts than there
are Facebook and Twitter accounts combined!
(SmarterTools)
EMAIL - ALIVE AND WELL
12%HV
EMAILSM

7.  Can be difficult to obtain email
addresses from existing customers
and website visitors.
 Mail must be delivered to the inbox
and read by the user in order to be
effective, which depends on
deliverability and relevancy.
 Emails change often–up to 25% of
your list churns each year.
EMAIL CHALLENGES

8. Improving Marketing
Results by Addressing Email
Deliverability Issues
PART 1

9. EMAIL MARKETING SUCCESS
Starts with growing your list.
 Ask for email addresses at
every touch point
 Provide valuable and relevant
content
 Make it easy

10. LIST GROWTH WITH
TOWERDATA EMAIL APPEND
 Match existing postal customers
with opt-in email database
 Obtain email addresses for 15%
(B2B) to 25% (B2C) on average
 Permission request email sent
 Results within 14 days

11. Continues with Email
Deliverability:
Getting your email messages
delivered to the inbox.
EMAIL MARKETING SUCCESS

12. 22% OF
MARKETING
EMAILS ARE
NOT REACHING
INBOXES
(Return Path 2013)
“ 22%

13.  Bounce Rate
 Complaint Rate
 Spam Trap Hits
EMAIL DELIVERABILITY
DEPENDS ON YOUR EMAIL
REPUTATION

14. STEP 1
EMAIL DELIVERABILITY SUCCESS
Set Expectations
 Inform subscribers of content and
frequency
 Collect opt-in emails
 Product-centric vs. educational emails

15. STEP 2
EMAIL DELIVERABILITY SUCCESS
Clean Your List
 Validate & correct old and
incoming email addresses
 Block spam traps and
fraudulent addresses
 Update out-of-date emails
 Purge the zombies!

16. Establish feedback loops
Enable authentication
Warm up new IP addresses
Use different IPs for distinct types of messages
STEP 3
EMAIL DELIVERABILITY SUCCESS
Use the Right Infrastructure

17. STEP 4
EMAIL DELIVERABILITY SUCCESS
Mail Consistently
 Mail new subscribers
immediately
 Establish a schedule of
regular mailings
 Utilize automation

18. Personalization
Segmentation
Position in sales funnel
STEP 5
EMAIL DELIVERABILITY SUCCESS
Be Relevant

19. TOWERDATA LIST CLEANING
FOR GUITAR CENTER
Guitar Center Challenges
 List of 3.5 million emails
 Deliverability issues
 Increase revenue by obtaining
more addresses

20. TOWERDATA LIST CLEANING
FOR GUITAR CENTER
 Identified over 90% of bad emails
 Corrected or replaced 13% of their
invalids
 Detailed and transparent
reporting–over 30 different codes
 Improved inbox delivery

21. BENEFITS OF GOOD
EMAIL DELIVERABILITY
 Higher open rates
 Higher click and
response rates
 Fewer unsubscribes
 Increased revenues

22. Automation and the
New Buyer’s Journey
PART 2

23. Email and Beyond –
It starts with traffic and
leads created by content
AUTOMATION
TECHNOLOGY

24.  Delivering the right type of
content to the right people,
at the right time.
 And Automate this process
using multiple forms of
communications including
email.
MARKETING AUTOMATION
What is it?

25. This is the Demand
Generation that creates
Marketing Qualified Leads
in your sales funnel
LEAD
NURTURING

26. Some aren’t ready to buy…
And some aren’t sure if they
want to buy from you…
SALES FUNNEL
STAGES

27. In past what did we do?
We called them all!
This cost a lot of $$
CREATE
EFFICIENCIES

28. April – 16.2%
July 2013 – 35.7%
August 2013 – 38.9%
TOWERDATA LANDING PAGE
CONVERSION RATES
Dramatically increasing

29. Companies that automate
lead management see a
10% OR GREATER
INCREASE IN REVENUE
in 6-9 months (Gartner Research)
“

30. AUTOMATED WORKFLOW
CHECKLIST
 Steps should flow
 Delivery schedule should
make sense for audience
and sales cycle
 Personalization and
Segmentation

31.  Personalized Content
 Highly relevant to
intended recipients
 Bottom Funnel offer
COMPELLING
AUTOMATION

32.  Append demographics to your email list
to quickly enable personalization and
improved targeting.
 Identify the subscribers that are most
likely to respond to an offer and the
inactives that can be safely removed
from your list.
PERSONALIZE WITH
TOWERDATA EMAIL INTELLIGENCE

33. KUNO STORYTELLING
Personalized Content

34. KUNO STORYTELLING
Personalized Calls-to-Action

35. KUNO
STORYTELLING
Dynamic Landing Page Forms

36. KUNO STORYTELLING
Behavior-triggered emails

37. KUNO STORYTELLING
INBOUND MARKETING SCORECARD
KPIs
Leads
Marketing Qualified
Leads (Gross)
Sales Qualified
Leads (Gross)
Lifecycle
Stage
Lifecycle
Stage
Lifecycle
Stage
Lifecycle
Stage
Lifecycle
Stage
Sales
Opportunities (Gross)
Customers
New Accounts
May Jun Jul Aug Sept Oct Nov
7,250
7,261
363
14
400
4
14
84
1
1
7,750
7,752
388
23
438
4
14
84
1
1
8,250
7,137
413
23
353
4
14
72
1
0
8,750
8,850
438
27
447
11
13
78
2
1
9,250
9,125
463
28
453
15
14
80
2
1
9,750
9,755
488
30
491
21
23
82
1
1
10,250
9,895
513
31
520
27
32
83
1
0

38. Track and
analyze results
CONTINUOUS
IMPROVEMENT

39.  Acquiring email addresses
 Achieving good deliverability
 Automating for maximum results
 Delivering relevant and
personalized content
THE COMPLETE
BUYERS JOURNEY

40. Email Deliverability: 21 Steps to Success
• www.towerdata.com/deliver
Personalized Content
• www.kunocreative.com/deliver
Questions?
• tburke@towerdata.com
• chris@kunocreative.com
RESOURCES