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

4  How to successfully automate your marketing

AGENDA

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 reduce churn.

Marketers who say they use email more today than they did three years ago.

EMAIL IS GROWING.

SOURCE: DIRECT MARKETING ASSOCIATION

HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON 2

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 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 their behavior patterns? •  What are their motivations? •  What are their goals?

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 Deliverability

Increased Sales Leads

Greater Revenue

Greater Customer Retention % of respondents

EMAIL LIST SEGMENTATION RESULTS

SOURCE: LYRIS, INC.

3

**NOTE: If you’re viewing this deck on a PC, the numbers appear to not be centered. Don’t adjust them! This is to account for the reformatting that occurs when moving from a mac to a pc—they’ll look centered when recorded!

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 BUYER’S JOURNEY

•  Free Trials

•  ROI Reports

•  Product Demos

•  Consultations

•  Estimates/Quotes

SEND CONTENT THAT FOLLOWS THE BUYER’S JOURNEY

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 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)

Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)

Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (Source: SilverPop/DemandGen Report)

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 Content)

PERSON LEAD NURTURING IS LIKE COURTING A

FIRST DATE (First form Completion)

MANY DATES (LN EMAILS)

INTRODUCTION (Website Content)

THE PROPOSAL (Evaluate vendor offer)

THE WEDDING (Become a customer!)

SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES

CUSTOMER LEAD MARKETING QUALIFIED LEAD OPPORTUNITY SUBSCRIBER

Workflow Workflow Workflow Workflow

SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES

CUSTOMER LEAD MARKETING QUALIFIED LEAD OPPORTUNITY SUBSCRIBER

Workflow Workflow Workflow Workflow

CREATE WORKFLOWS WITH GOALS WITHIN A LIFECYCLE STAGE FOR LONGER SALES CYCLES

Download EBook Attend Webinar Download Checklist Request Demo

Workflow Workflow Workflow LEAD MARKETING QUALIFIED LEAD

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

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

Name

Starting Criteria:

Goal:

Step

Step

Step

Step

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

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

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

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

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  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  

 

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

bit.ly/better-hug