The document discusses the concept of total engagement marketing, which uses email as the backbone to combine online marketing methods and maintain continuous customer touchpoints. It advocates for using customer data and feedback to personalize outreach across the customer lifecycle, from awareness to retention. The goal is to engage customers, deepen relationships, and increase participation and trust through targeted communications.

2. Total Engagement Marketing

3. What is it?

5. Email is the backbone

6. Combines all online methods

8. Total Engagement Marketing

9. Email is the Backbone of Total Engagement

10. Blow up your website Have them at hello Ride the lifecycle

11. Raise Awareness of your brand

12. Deliver support services Set viral triggers

13. Make it Personal for your subscribers

14. Create micro-segments Automate personal emails Keep it simpler

15. Keep your Eyes open wide

16. Get continuous permission Immerse yourself in feedback

17. 1. Blow Up Your Website

18. Make email the center of your strategy

20. Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here.

21. Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here.

22. Only email can tie it all together. Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here.

23. 2. Have Them at Hello

24. Track visitor behavior to learn how to create segments and engage.

25. Engagement Purchase Peak Engagement(Send your email now) Validate Test Learn Post-Peak Engagement Dropoff(Engagement gets progressively more difficult) Hello Time

27. Interested Customers

28. Lapsed CustomersTest Learn Hello Time

29. Engagement Purchase Validate Test “Firms that maximize engagementand limit churn grow 30% faster.” Learn - TowerGroup, 4Point.com, June 2008 Hello Time

30. 3. Ride The Lifecycle

32. Needs & interests change

34. Growth Loyalty “Despite additional campaign costs, relevant campaigns increase net profits by an average of 18 times more than do broadcast mailings.” Retention Interest Acquisition Awareness - Jeannie Mullen and David DanielsEmail Marketing: An Hour a Day (JupiterResearch)

35. Growth Loyalty Retention Interest Email improves your visibility with customers throughout the lifecycle. Acquisition Awareness

36. 4. Deliver Support Services

38. Maintain continuous touch

39. Expand existing relationshipsDeliver Support Services Maintains continuous touch

40. “We are here and we are engaged.”

41. 5. Set Viral Triggers

43. Use dynamic digital content

44. Always create sharable links

45. Turn readers into influencers

47. 6. Create Micro-Segments

49. Make segments dynamic

50. Use multiple factors

51. No more watering the message

53. 1. Green 2. White 3. Black 1 & 3 4. Herbal Relevancy raises ROI 2 & 4 1 & 4 1 & 2 & 4 1 & 3 & 4

54. 7. Automate personal emails

55. Action Trigger Clickthrough QualifyLead Action Trigger Open Welcome Email Action Action Revenue <$10M/yr Whitepaper Email NoOpen New Lead Action Revenue >$10M/yr Manual Sales

57. Improves relevance

58. Raises conversions

59. Increases revenue

60. Seamless & organicAction Trigger Clickthrough QualifyLead Action Trigger Open Welcome Email Action Action Revenue <$10M/yr Whitepaper Email NoOpen New Lead Action Revenue >$10M/yr Manual Sales

61. Action Trigger Clickthrough QualifyLead Action Trigger Open Welcome Email Action Action Revenue <$10M/yr Whitepaper Email NoOpen New Lead Limited only by data & creativity Action Revenue >$10M/yr Manual Sales

62. Action Action Trigger Action Trigger Confirm Email Register QualifyLead Clickthrough QualifyLead Action Delay Clickthrough Delay Action Segment ThreeDays Open Welcome Email Action Action Reminder Email Open SevenDays New Member Webinar Email SevenDays NoOpen View WebDemo Action NoOpen Existing Member SurveyEmail Action Trigger Action Action Trigger QualifyLead Readyto Buy Follow Up Email QualifyLead Download MoreInfo Clickthrough Action Delay Delay Action Not Interested Whitepaper Email Fourteen Days Webinar Email SevenDays Open No Open

63. 8. Keep It Simpler

65. Keep the acquisition path clear

66. Run campaigns more often

67. Scale down the message

69. Raise the value of each opportunity

70. 9. Get Continuous Permission

72. A strong list gets the best response

73. Strengthen compliance practices

74. Improve deliverability

75. Most people will say “No”

77. Ex. 2: Confirm within text

78. 10. Immerse Yourself in Feedback

80. Discover new ideas

81. Understand pain points & needs

82. Optimize customer service

84. Customer Service Improve loyalty & retention Customers Sales Marketing Training & Development

85. Conclusion

87. Understand needs & interests

88. Deliver targeted information

89. Raise participation & trust

91. Total Engagement Marketing

93. Powerful tracking & reporting

94. Dynamic segmentation

96. Dedicated email servers