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1 Why email marketing is (still) important
2 How to send the right email to the right person
3 What makes an email world-class
4 Key takeaways and resources
AGENDA
WHY EMAIL MARKETING IS (STILL) IMPORTANT.1
Here’s what 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.
95% of online consumers use email; 91% check email at least once a day.
Email has longer lifespan than social media.
77% of consumers prefer email for marketing communications.
Email lets you be highly personal.
Email marketing has an ROI of 4300%.
1 There are more than 3.2 billion email accounts today.
6
2
3
4
5
6 REASONS EMAIL IS AWESOME.
SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION
(4, 6)
Marketers who say
they use email more
today than they did
three years ago.
EMAIL IS GROWING.
SOURCE: DIRECT MARKETING ASSOCIATION
I get it. I’m in.
How can email help me?
Attract New Visitors
EMAIL MARKETING WORKS FOR EVERY STAGE OF THE INBOUND METHODOLOGY
1
2
3
4
Convert Visitors Into Leads
Nurture Leads Into Customers
Delight Customers Into Promoters
1 ATTRACT NEW VISITORS
People like to share content they like.
FLICKR USER BEN GREY
Examples
OPTIMIZE YOUR EMAIL FOR SHARING
MAILTO LINKS
SOCIAL SHARING BUTTONS
2 CONVERT VISITORSINTO LEADS
Use email to gain
FLICKR BEN GREY
FLICKR RICHARD.ASIA
When a lead forwards your email to someone, you gain the power of social proof.
Encouraging referrals from existing leads
helps you generate new ones.
3 NURTURE LEADS INTO CUSTOMERS
When you segment lists and tailor emails to each lead, they’ll be more engaged.
FLICKR KY_OLSEN
Build a relationship with your lead by being helpful.
FLICKR KY_OLSEN
Nurture leads with content that helps them do their job better.
They’ll be more open to speaking to your sales team down the road.
FLICKR USER JENNY DOWNING
4 DELIGHT CUSTOMERS INTO PROMOTERS
Continue to engage customers by sending helpful resources and customer-only extras –attention is key to delight.
FLICKR USER JD HANCOCK
FLICKR USER THE BROKEN ONE
Email is a cost-effective way to strengthen relationships with customers, upsell products, and reduce churn.
2HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON.
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 the right time
Right ContentRight AudienceRight 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 their behavior patterns?
• What are their motivations?
• What are their goals?
2 SEGMENT YOUR CONTACTS DATABASE
This is where
segmentation
comes in.
INBOUND MARKETING STRATEGY
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 % ofrespondents
EMAIL LIST SEGMENTATION RESULTS
SOURCE: LYRIS, INC.
More criteria = more targeted lists.
More criteria = smaller list sizes.
FLIICKR USER MOHAMMED ALNASER
Some leads are never going to convert.But they love you!
FLICKR IRON RODART – ROYCE VAIR (“STAR SHOOTER”)
LET THEM SPREAD THE LOVE.• Evangelists
• Influencers
• Students
3SEND 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 BUYER’S JOURNEY
• Free Trials
• ROI Reports
• Product Demos
• Consultations
• Estimates/Quotes
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY
WORKFLOWS AND AUTOMATION
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)
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)
Lead nurturing emails
get 4-10 times the
response
rate compared to
standalone email
blasts. (Source:
SilverPop/DemandGen
Report)
PERSONLEAD NURTURINGIS LIKE COURTING A
INTRODUCTI
ON(Website Content)
PERSONLEAD NURTURINGIS LIKE COURTING A
FIRST DATE(First form Completion)
INTRODUCTI
ON(Website Content)
PERSONLEAD NURTURINGIS LIKE COURTING A
FIRST DATE(First form Completion)
MANY DATES(LN EMAILS)
INTRODUCTI
ON(Website Content)
PERSONLEAD NURTURINGIS LIKE COURTING A
FIRST DATE(First form Completion)
MANY DATES(LN EMAILS)
INTRODUCTI
ON(Website Content)
THE PROPOSAL(Evaluate vendor offer)
THE WEDDING(Become a customer!)
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.
WORKFLOWS
LISTS EMAIL
SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow
SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow
CREATE WORKFLOWS WITH GOALS WITHIN A LIFECYCLE STAGE
FOR LONGER SALES CYCLES
Download EBook Attend WebinarDownload Checklist Request Demo
Workflow WorkflowWorkflowLEADMARKETING
QUALIFIED
LEAD
Goal Consideration
(Webinar)
Consideration Webinar
GoalDecision
(Buyer Guide)
Send Email
Awareness > Consideration > Decision Workflow
Awareness Download
DecisionBuyer 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
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
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
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