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EMAIL MARKETING AND
AUTOMATION.
Evan Dean
Senior Channel Consultant
@HubSpot @InBoundEvan
Guest Speaker:
Evan Dean
@InBoundEvan
1  Why email marketing is (still) important
2  How to send the right email to the right person
3  Why automate your emails...
WHY EMAIL
MARKETING IS
(STILL) IMPORTANT.1
Here’s what most
people
think about email.
FLICKR USER THOMAS ROUSING
“Email marketing is…”
SPAMMY
OUTBOUND
OLD SCHOOL
Email can be one of your
most effective channels when you
use inbound best practices.
FLICKR USER THE BROKEN ONE
Email is a cost-effective way to strengthen
relationships with customers, upsell products,
and ...
Marketers who say
they use email more
today than they did
three years ago.
EMAIL IS GROWING.
SOURCE: DIRECT MARKETING ASSO...
HOW TO SEND THE
RIGHT EMAIL TO THE
RIGHT PERSON2
Emails should
add value, not
ask for it.
Determine who your audience is
HOW TO SEND THE RIGHT EMAIL.
1
2
3
Segment your contacts database
Send the right content at...
Right Content
Right Audience
Right Timing
SUCCESS
+
1 DETERMINE WHO YOUR
AUDIENCE IS
BUYER PERSONAS
•  Who are your ideal customers?
•  What are their interests?
•  What are their pain-points
•  What are the...
2 SEGMENT YOUR
CONTACTS DATABASE
When you segment lists and tailor emails to
each lead, they’ll be more engaged.
FLICKR KY_OLSEN
This is where
segmentation
comes in.
INBOUND MARKETING STRATEGY
If content is king, context is GOD.
39%
34%
28%
24%
24%
24%
21%
Increased Open Rates
Greater Email Relevance
Lower Opt-Out/Unsubscribe Rates
Better Deliverabi...
3
SEND THE RIGHT
CONTENT AT THE
RIGHT TIME
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY
•  Videos
•  Blog posts
•  Slideshares
•  Free Tools
•  Ebooks/Guides
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY
•  Webinars
•  Case Studies
•  FAQ Sheets
•  Product Whitepapers
•  Third-Party Reviews
SEND CONTENT THAT FOLLOWS
THE BUYE...
•  Free Trials
•  ROI Reports
•  Product Demos
•  Consultations
•  Estimates/Quotes
SEND CONTENT THAT FOLLOWS
THE BUYER’S ...
WHY AUTOMATE
YOUR EMAILS.3
LEAD NURTURING STATISTICS:
50% of leads are qualified but not yet ready
to buy. (Source: Gleanster Research)
Jeff Ernst of...
Workflows gives you the ability to automate your
marketing to actual people, not clicks and opens.
HOW TO SUCCEED WITH
AUTOMATION.4
PERSON
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)
PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
INTRODUCTION
(Website Content)
PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website C...
PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website C...
THE WEDDING
(Become a customer!)
SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Work...
SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Work...
CREATE WORKFLOWS WITH GOALS WITHIN A
LIFECYCLE STAGE FOR LONGER SALES CYCLES
Download EBook Attend WebinarDownload Checkli...
3 TYPES OF WORKFLOWS:
1. Standard - Triggered by a contact's time of enrollment,
like joining a smart list or filling out ...
WORKFLOWS
LISTS EMAIL
Goals lists should be used with all
Workflows that you developed that
have an intended outcome in mind.
Examples of contac...
Name
Starting
Criteria:
Goal:
Step
Step
Step
Step
Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
...
Name HR Professionals – Improving Executive Performance
Startin
g
Criteria
:
Downloaded “The Complete Handbook to Declinin...
Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
...
Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
...
This is a goal-driven
approach to nurturing.
Lead to MQL workflow!
Was goal reached?!
NEXT WORKFLOW!
No.! Yes.!
VS ‘do-whatever-you-
want’ approach.
Lead to MQL workflow!
Was email clicked?!
No.! Yes.!
What about now?!
No.! Yes.!
What about now?!
No.! Yes.!
Goal	
  Considera-on	
  
(Webinar)	
  
Considera-
on	
  Webinar	
  
Goal	
  
Decision	
  
(Buyer	
  Guide)	
  
Send	
  
Em...
Identify who you will be targeting: It is important for goal setting to
identify which lifecycle stage and persona(s) you ...
HubSpot Presentation Q2 2015 | Knoxville, TN
HubSpot Presentation Q2 2015 | Knoxville, TN
HubSpot Presentation Q2 2015 | Knoxville, TN
HubSpot Presentation Q2 2015 | Knoxville, TN
HubSpot Presentation Q2 2015 | Knoxville, TN
HubSpot Presentation Q2 2015 | Knoxville, TN
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HubSpot Presentation Q2 2015 | Knoxville, TN

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Our second Knoxville HubSpot User Group (HUG) event was one to remember! HubSpot sent Evan Dean all the way from Boston to share some exciting tips and tricks for email marketing. Here's his presentation--we hope you enjoy it!

Published in: Marketing
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HubSpot Presentation Q2 2015 | Knoxville, TN

  1. 1. EMAIL MARKETING AND AUTOMATION. Evan Dean Senior Channel Consultant @HubSpot @InBoundEvan
  2. 2. Guest Speaker: Evan Dean @InBoundEvan
  3. 3. 1  Why email marketing is (still) important 2  How to send the right email to the right person 3  Why automate your emails 4  How to successfully automate your marketing AGENDA
  4. 4. WHY EMAIL MARKETING IS (STILL) IMPORTANT.1
  5. 5. Here’s what most people think about email. FLICKR USER THOMAS ROUSING
  6. 6. “Email marketing is…” SPAMMY OUTBOUND OLD SCHOOL
  7. 7. Email can be one of your most effective channels when you use inbound best practices.
  8. 8. FLICKR USER THE BROKEN ONE Email is a cost-effective way to strengthen relationships with customers, upsell products, and reduce churn.
  9. 9. Marketers who say they use email more today than they did three years ago. EMAIL IS GROWING. SOURCE: DIRECT MARKETING ASSOCIATION
  10. 10. HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON2
  11. 11. Emails should add value, not ask for it.
  12. 12. Determine who your audience is HOW TO SEND THE RIGHT EMAIL. 1 2 3 Segment your contacts database Send the right content at the right time
  13. 13. Right Content Right Audience Right Timing SUCCESS +
  14. 14. 1 DETERMINE WHO YOUR AUDIENCE IS
  15. 15. BUYER PERSONAS •  Who are your ideal customers? •  What are their interests? •  What are their pain-points •  What are their behavior patterns? •  What are their motivations? •  What are their goals?
  16. 16. 2 SEGMENT YOUR CONTACTS DATABASE
  17. 17. When you segment lists and tailor emails to each lead, they’ll be more engaged. FLICKR KY_OLSEN
  18. 18. This is where segmentation comes in. INBOUND MARKETING STRATEGY
  19. 19. If content is king, context is GOD.
  20. 20. 39% 34% 28% 24% 24% 24% 21% Increased Open Rates Greater Email Relevance Lower Opt-Out/Unsubscribe Rates Better Deliverability Increased Sales Leads Greater Revenue Greater Customer Retention % of respondents EMAIL LIST SEGMENTATION RESULTS SOURCE: LYRIS, INC.
  21. 21. 3 SEND THE RIGHT CONTENT AT THE RIGHT TIME
  22. 22. SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  23. 23. •  Videos •  Blog posts •  Slideshares •  Free Tools •  Ebooks/Guides SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  24. 24. •  Webinars •  Case Studies •  FAQ Sheets •  Product Whitepapers •  Third-Party Reviews SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  25. 25. •  Free Trials •  ROI Reports •  Product Demos •  Consultations •  Estimates/Quotes SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY
  26. 26. WHY AUTOMATE YOUR EMAILS.3
  27. 27. LEAD NURTURING STATISTICS: 50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research) Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers use a full-featured marketing automation solution (Source: Forrester Research)  79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source:MarketingSherpa) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Nurtured leads produce, on average, a 20% increase in sales opportunities versus non- nurtured leads. (Source: DemandGen Report) Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR. (Source: HubSpot)Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research) Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (Source: SilverPop/DemandGen Report)
  28. 28. Workflows gives you the ability to automate your marketing to actual people, not clicks and opens.
  29. 29. HOW TO SUCCEED WITH AUTOMATION.4
  30. 30. PERSON LEAD NURTURING IS LIKE COURTING A INTRODUCTION (Website Content)
  31. 31. PERSON LEAD NURTURING IS LIKE COURTING A FIRST DATE (First form Completion) INTRODUCTION (Website Content)
  32. 32. PERSON LEAD NURTURING IS LIKE COURTING A FIRST DATE (First form Completion) MANY DATES (LN EMAILS) INTRODUCTION (Website Content)
  33. 33. PERSON LEAD NURTURING IS LIKE COURTING A FIRST DATE (First form Completion) MANY DATES (LN EMAILS) INTRODUCTION (Website Content) THE PROPOSAL (Evaluate vendor offer)
  34. 34. THE WEDDING (Become a customer!)
  35. 35. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER Workflow Workflow Workflow Workflow
  36. 36. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER Workflow Workflow Workflow Workflow
  37. 37. CREATE WORKFLOWS WITH GOALS WITHIN A LIFECYCLE STAGE FOR LONGER SALES CYCLES Download EBook Attend WebinarDownload Checklist Request Demo Workflow WorkflowWorkflowLEAD MARKETING QUALIFIED LEAD
  38. 38. 3 TYPES OF WORKFLOWS: 1. Standard - Triggered by a contact's time of enrollment, like joining a smart list or filling out a form. 2. Fixed - Triggered by a calendar date, like a webinar, conference, or holiday 3. Property-Based - Triggered by a contact date property, like a trial expiration date or renewal date.
  39. 39. WORKFLOWS LISTS EMAIL
  40. 40. Goals lists should be used with all Workflows that you developed that have an intended outcome in mind. Examples of contacts meeting the criteria of a goal list include contacts registering for a webinar or conference, requesting a demo, visiting a pricing page etc. Successful Workflows never use goal lists based on if a contact simply opens or clicks a link in an email WORKFLOW GOAL LISTS
  41. 41. Name Starting Criteria: Goal: Step Step Step Step
  42. 42. Name HR Professionals – Improving Executive Performance Starting Criteria: Downloaded “The Complete Handbook to Declining Executive Performance” + is an HR Professional Goal: To request a consultation
  43. 43. Name HR Professionals – Improving Executive Performance Startin g Criteria : Downloaded “The Complete Handbook to Declining Executive Performance” + is an HR Professional Goal To request a consultation Step Send blog – Early Identification of Declining Behaviors - (plain text email) Step Send self-assessment – Auditing Your Organization’s Plaguing Behaviors Step Send eBook – How to Right Declining Executive Behavior Through Training Step Send a Case Study + video tutorial Step Send offer to request a consultation
  44. 44. Name HR Professionals – Improving Executive Performance Starting Criteria: Downloaded “The Complete Handbook to Declining Executive Performance” + is an HR Professional Goal To request a consultation Step Send blog – Early Identification of Declining Behaviors - (plain text email) Step Send self-assessment – Auditing Your Organization’s Plaguing Behaviors Step Send eBook – How to Right Declining Executive Behavior Through Training Step Send a Case Study + video tutorial Step Send offer to request a consultation If they download this, remove from the Workflow and add to a different Workflow If not, keep in this Workflow If not, keep in this Workflow If they download the eBook, remove from the Workflow and add to a different Workflow
  45. 45. Name HR Professionals – Improving Executive Performance Starting Criteria: Downloaded “The Complete Handbook to Declining Executive Performance” + is an HR Professional Goal To request a consultation Step Send blog – Early Identification of Declining Behaviors - (plain text email) Step Send self-assessment – Auditing Your Organization’s Plaguing Behaviors Step Send eBook – How to Right Declining Executive Behavior Through Training Step Send a Case Study + video tutorial Step Send offer to request a consultation If they download this, remove from the Workflow and add to a different Workflow If not, keep in this Workflow If not, keep in this Workflow If they download the eBook, remove from the Workflow and add to a different Workflow
  46. 46. This is a goal-driven approach to nurturing.
  47. 47. Lead to MQL workflow! Was goal reached?! NEXT WORKFLOW! No.! Yes.!
  48. 48. VS ‘do-whatever-you- want’ approach.
  49. 49. Lead to MQL workflow! Was email clicked?! No.! Yes.! What about now?! No.! Yes.! What about now?! No.! Yes.!
  50. 50. Goal  Considera-on   (Webinar)   Considera- on  Webinar   Goal   Decision   (Buyer  Guide)   Send   Email   Awareness > Consideration > Decision Workflow Awareness   Download   Decision   Buyer   Guide   Goal   $  Purchase  $   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   500  or  less  Did   not  complete   goal  (add  to   monthly  list)   Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email   Goal   Met   Yes No Send   Email       Finished   nurturing  but   did  not  meet   goal         Finished   nurturing  but   did  not  meet   goal         Finished   nurturing  but   did  not  meet   goal    
  51. 51. Identify who you will be targeting: It is important for goal setting to identify which lifecycle stage and persona(s) you will be targeting. Create a goal for the Workflow: The goal of your Workflow should be to move your leads through the lifecycle/buying process stages. Make the goal something quantifiable like “request demo/trial/assessment/inquiry. Create list to trigger nurturing Workflow: The options available to trigger a Workflow are almost limitless. Start with a simple list which includes your content downloads (whitepapers, Ebooks, checklists, case study downloads, etc, and begin experimenting from there Write emails and save for automation: Make sure you are clear on email best practices to maximize your chances of each lead completing the goal you set Create Workflow: Don’t forget to turn the Workflow on! Analyze/Update Workflow: Make sure you take the time to analyze your Workflow and don’t be afraid to switch things up. BEST PRACTICES FOR NURTURING WORKFLOWS

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