What's Working Now IN B2B Email Marketing, Jeanne Jennings, 12-Feb-2014

© All Rights

ReservedAll About Email Live NYC | 12-Feb-2014 1

What’s Working Now in B2B Email Marketing

All About Email Live Breakfast | NYCFebruary 12, 2014

Jeanne S. JenningsVice President, Global Strategic Services

Alchemy Worxa 100% Email Marketing Agency

© All Rights


Source: Email Marketing Benchmark Report, MarketingSherpa, 2013

© All Rights


Overview

• List Growth

• Content Marketing

• Third-Party Lists

• Lead Nurturing

• Video

• Mobile

• Testing

• Analytics

© All Rights


List GrowthWhat’s Working Now in B2B Marketing

© All Rights



© All Rights


Case Study: Breaking Point

Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28,

2010

© All Rights


Content MarketingWhat’s Working Now in B2B Marketing

© All Rights


Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014

Just About

Everyone…

© All Rights



#3

E-Newsletters

80%

© All Rights


Source: Email Trends and Benchmarks Reports, Epsilon, 2010 through 3Q’2013

© All Rights



But it’s not

Easy…

© All Rights


Case Study: Lead GenerationEmail Newsletter

Significant Leads Generated

• Many from past clients that had been dormant for years

• Succeeded on value proposition alone; no incentive

Keys to Success

• Prospect-centric approach

• Valuable, engaging content

• Showcased the key value proposition very well

Source: Client Case Study, JeanneJennings.com, Inc.

© All Rights


Engaging Content

Passive

• Articles

• Interviews

• Book Excerpts

• Quotes

• Statistics

• Images

• Videos

• Events Coverage

• Case Studies

Interactive

• Quizzes

• Polls

• Questions

• Giveaways

• Social (“Join the Discussion”)

• Blogs

• Facebook

• Google+

• LinkedIn Groups

Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com,

August 6, 2012

© All Rights


Content SourcingRepurpose

• Website Content

• Report Excerpts

• Industry

• Articles

• Statistics

• Quotes

• Social Content

• Blogs, Facebook, Twitter

Create

• In-house Team

• Partners/Suppliers

• Industry Players

• Paid Writers

• Readers (User-generated Content)


August 6, 2012

© All Rights


Identifying Key ContentWhat You’re Looking For

• Engaging for readers

• Informative or entertaining

• Address a problem or promote a desire the readers have

• Support your business goals

How to Find It

• Repurposing Content

• Most Popular

• Hidden Gems

• New

• Timely

• Creating Content

• What readers want to know

• What readers should know


August 6, 2012

© All Rights


Third Party ListsWhat’s Working Now in B2B Marketing

© All Rights


Domestic B2B List Rental Rates are Dropping…

Source: List Price Index, Worldata via ListPriceIndex.com, February 2014

© All Rights


Email Marketing toThird Party Lists -- Tips

• Rent – don’t purchase! Use a legitimate list broker

• Typically third-party lists perform no better than half as well as your house list, all else equal

• But not always...

• If you’re looking to boost lead generation, test third party

• Test small quantities (20K per cell) of all lists before doing a bigger rental; used tried and true creative

• Look at cost per sale and/or ROI – not just cost per lead

© All Rights


Lead NurturingWhat's Working Now in Email Marketing

© All Rights


Email is the most effective tactic for lead nurturing

Source: Forrester Research

Benchmark Report: How Top

Marketers Do Lead Generation,

Part 1, Act-on Blog, January 16,

2014

© All Rights


It doesn’t have to be complex to work…

Source: Client Case Study,

JeanneJennings.com, Inc.

© All Rights


Lead NurturingCase Study: PRWeb

• Lead Nurturing• Many visitors signed up

for a free PRWeb account, but few went on to use the service

• No revenue is generated until the registrant uses PRWeb to send a press release

• Goal• Increase the free-sign-up

to paying-customer conversion rate

• Campaign Elements• Existing Website content

• Triggered Email Welcome Series

• 4 effort series sent to all new registrants over a 4 week period


© All Rights


• Developing the Campaign Message Map• Key Features, Benefits and Advantages

• Reach beyond just journalists, also search engine visibility

• Extensive tracking and reporting to quantify results

• Obstacles to Using PRWeb• Ability to write a press release

• Determining which service level fit their needs

• Testimonials• Didn’t include these but should have!

• Incentive• Significant upgrade on first press release send

• Urgency• Deadline to quality for the upgrade



© All Rights


• Results

• Increase in attendance at the New User Orientation Webinars

• More traffic to previously “hidden” help pages

• Significant lift in conversions from free registrants to paying users


Source: Client Case Study, JeanneJennings.com. Inc.

© All Rights


VideoWhat's Working Now in Email Marketing

© All Rights


Only 25% of Email Marketers have Used Video in Email

Most that don’t say it’s because they don’t have video content.

Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy

Group, June 2013

© All Rights


Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy

Group, June 2013

But The Potential Benefits of Video in Email are Huge Increased click-through rates, more time spent with the email, viral potential

© All Rights


Video in Email4 Questions to Ask• Do we have video content that could be included in an email?

• Create an inventory; repurpose where you can

• What content do we have that would lend itself to video presentation?

• Think strategically

• Video testimonials are working for a few of my clients

• What resources will you need to create video content?• It needn’t be expensive, but there is a cost

• Will recipients be able to view the video?• Forgo expensive technology for now; linked screenshots are just as

effective

Source: Four Tips for Including Video in Email, Jeanne Jennings for ClickZ.com, May 2009

© All Rights


Video for Lead GenerationCase Study: VanillaSoft

• Video CTA

• 65% clicks

• Only 10% leads

• 2% click-to-lead conversion

• Free Trial/Learn More CTA

• 35% clicks

• 90% leads

• 28% click-to-lead conversion


© All Rights



What are people doing on the video landing page?

• Exits/Next Steps

• Only 20% stayed for the full video


© All Rights



Visitors had to sit through the entire video before they were shown how to sign-up for a free trial


© All Rights


MobileWhat’s Working Now in B2B Email Marketing

© All Rights


Source: Mobile Maintains 51% Majority; Gmail Gains 3%, Justine Jordan for the Litmus Blog, January 9, 2014

© All Rights


Responsive DesignUsually Best…

But Think it

Through

© All Rights


TestingWhat’s Working Now in B2B Email Marketing

© All Rights



© All Rights


15 Types of Email Tests1. Lists

2. Landing page elements (which could spur another list of 15 or more)

3. Completely new creative (multiple elements)

4. Preview pane view

5. Customization (targeted content)

6. Offer/offer copy/placement

7. Call-to-action copy/placement

8. General wireframe/layout

9. General copy

10. Personalization (data merge)

11. Subject line

12. From line

13. Design (fonts/colors/images)

14. Time of the send

15. Day of the send

Source: 15 Types of Email Marketing Tests You Should be Doing,

Jeanne Jennings for ClickZ.com, April 15, 2013

My Challenge to

You: Do One

Strategic Test a

Month!

© All Rights


AnalyticsWhat’s Working Now in B2B Email Marketing

© All Rights



© All Rights


Advanced Analytics

Revenue/Conversion

• Return-on-Investment

• Revenue per Email

• Nudge Effect

• Conversion Rate from Non-Bounce Sent

Interim

• Open Reach Rate

• Click Reach Rate

• Frequency/Touchpoints

• Lifecycle Analysis

• Persona Analysis

My Challenge to

You: Go Beyond

Opens and Clicks!

© All Rights


Additional ResourcesWhat's Working Now in B2B Email Marketing

© All Rights


Additional Email Marketing Resources | Free

Look for Jeanne’s column on email marketing every other Monday

www.ClickZ.com

The daily email newsletter is awesomehttp://www.emarketingandcommerce.com/

The Alchemy Worx email newsletter;

Read past articles and sign-up at

www.alchemyworx.com/emailworx/

@JeaJen to follow Jeanne

@AlchemyWorx to follow the agency

© All Rights


Additional Email Marketing Resources | Paid

The Premier Email Marketing Association, part of the DMA; Resources and Annual Conference

www.EmailExperience.org

A Private Community for Email Marketers; Discussion Lists and Meetups (Feel free to say I referred you); Look for Jeanne’s monthly post on the blog

www.OnlyInfluencers.com

© All Rights


Alchemy WorxA 100% Email Marketing Agency

• Services offered include strategy, creative, production and deployment

• We are ESP agnostic – we handle deployment for many clients through a variety of ESPs

• Headquartered in London; US Headquarters in Atlanta

• Founded in 2001 by Dela Quist, CEO

• Jeanne joined the team in 2013, after having her own email marketing consultancy for 12 years

• Call us! We’d love to help make your email marketing more effective and more profitable

© All Rights


What’s Working Now inB2B Email Marketing

All About Email Live Breakfast | NYCFebruary 12, 2014

Thank you so much for attending today!

Questions?

Jeanne S. JenningsVice President, Global Strategic Services

404.922.7448 | [email protected]

Alchemy Worxa 100% Email Marketing Agency

www.AlchemyWorx.com