Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeeding in an age of...

How B2B, B2C and nonprofit brands are succeeding in an age of skeptical customers

Director of Editorial Content,MarketingSherpa

#AAEM16

15.8%

14.6%

12.6%

15.9%

12.9%

16.1%

11.5%

13.0%

15.4%

9.4%

11.3%

17.5%

18.2%

16.3%

16.6%

9.7%

19.4%

10.4%

19.3%

14.2%

12.6%

17.5%

20.8%

24.3%

21.0%

18.9%

32.3%

25.8%

19.3%

22.9%

18.0%

21.9%

26.2%

15.8%

14.8%

11.8%

12.8%

9.7%

9.7%

13.4%

15.4%

12.7%

19.5%

17.1%

15.9%

15.5%

17.2%

14.9%

12.9%

12.9%

18.0%

18.4%

13.8%

23.2%

17.9%

14.2%

12.6%

21.0%

20.9%

22.6%

16.1%

27.5%

11.1%

25.9%

13.4%

10.0%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Block Online Ads

Unsubscribe from Email

Delete App

Unfollow on Social Media

Mute, Skip, or Turn Channel

Change Channel on Radio

Skip Ads in Podcast

Discard Print Ads or Catalogs

Unfollow YouTube Channel

Skip Online Pre-Roll Ads

Ignore Newspaper or Mag Ads

Disengaging in Marketing with companies generally satisfied with (n=1,231)

Never

Rarely

Sometimes

Often

Always

Doesn't apply to me

Thinking about companies whose products/services you are generally [satisfied or unsatisfied] with, how often do you do the following?

#AAEM16

15.8%

14.6%

12.6%

15.9%

12.9%

16.1%

11.5%

13.0%

15.4%

9.4%

11.3%

17.5%

18.2%

16.3%

16.6%

9.7%

19.4%

10.4%

19.3%

14.2%

12.6%

17.5%

20.8%

24.3%

21.0%

18.9%

32.3%

25.8%

19.3%

22.9%

18.0%

21.9%

26.2%

15.8%

14.8%

11.8%

12.8%

9.7%

9.7%

13.4%

15.4%

12.7%

19.5%

17.1%

15.9%

15.5%

17.2%

14.9%

12.9%

12.9%

18.0%

18.4%

13.8%

23.2%

17.9%

14.2%

12.6%

21.0%

20.9%

22.6%

16.1%

27.5%

11.1%

25.9%

13.4%

10.0%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Block Online Ads


Delete App




Skip Ads in Podcast






Never

Rarely

Sometimes

Often

Always

Doesn't apply to me

Thinking about companies whose products/services you are generally dissatisfied with, how often do you do the following?


“I'm willing to put up with them [marketing] in exchange for compensation, (e.g., free email, free content) but they should not

override what I'm trying to do or make it take much longer.”

“I only like to receive marketing that has coupons, and I prefer only email.”

#AAEM16

Source: MarketingSherpa survey of 2,400 consumers

#AAEM16

One of the biggest ways to alienate customers is to not put their needs first in your

marketing…

#AAEM16

1,200 consumers 1,200 consumers

In early Oct. 2016, we sampled 2,400 consumers, weighted to reflect the U.S. population, to help you

get a better understanding of customer-first marketing.


#AAEM16


I consistently have good experiences with it 56%

It is easy to conduct business with the company whether online, in person or on the phone. 43%

It doesn’t always try to sell to me but tries to provide value 35%

Its marketing is not intrusive 34%

It is respectful of my privacy 33%

It makes me feel like I have a relationship with the company 31%

Its marketing is engaging and interesting to me 25%

It knows what I like and don’t like 23%

It puts my needs and wants above its own business goals 18%

Other 0.4%

1

2

9

4

5

6

7

8

3

10

SatisfiedThe company does not put my needs and wants above its

own business goals 35%

The company doesn't make me feel like I have a relationship with them 34%

The company always tries to sell to me instead of providing value 27%

It is not easy to conduct business with the company whether online, in person or on the phone 26%

I've heard negative things about the company from people I know (friends, family, coworkers, etc.) 25%

The company's brand isn't a good fit with who I am 17%

The company doesn't know what I like and don’t like 16%

I've heard negative things about the company on social media from people that I don't know personally 16%

I've heard negative things about the company in the press 14%

Its marketing is boring and irrelevant to me 12%

The company 's marketing is intrusive 11%

Other 10%

The company is not respectful of my privacy 9%

1

2

3

4

5

6

7

8

9

10

11

12

13

Dissatisfied

I consistently have good experiences with it 56%

It is easy to conduct business with the company whether online, in person or on the phone. 43%

It doesn’t always try to sell to me but tries to provide value 35%

Its marketing is not intrusive 34%

It is respectful of my privacy 33%

It makes me feel like I have a relationship with the company 31%

Its marketing is engaging and interesting to me 25%

It knows what I like and don’t like 23%

It puts my needs and wants above its own business goals 18%

Other 0.4%

1

2

9

4

5

6

7

8

3

10

SatisfiedThe company does not put my needs and wants above its

own business goals 35%

The company doesn't make me feel like I have a relationship with them 34%

The company always tries to sell to me instead of providing value 27%

It is not easy to conduct business the company whether online, in person or on the phone 26%

I've heard negative things about the company from people I know (friends, family, coworkers, etc.) 25%

The company's brand isn't a good fit to who I am 17%

The company doesn't know what I like and don’t like 16%

I've heard negative things about the company on social media from people that I don't know personally 16%

I've heard negative things about the company in the press 14%

Its marketing is boring and irrelevant to me 12%

The company 's marketing is intrusive 11%

Other 10%

The company is not respectful of my privacy 9%

1

2

3

4

5

6

7

8

9

10

11

12

13

Dissatisfied

#AAEM16

“Only when the tide goes out do you discover who's been swimming naked.”

- Warren Buffett

#AAEM16

15.8%

14.6%

12.6%

15.9%

12.9%

16.1%

11.5%

13.0%

15.4%

9.4%

11.3%

17.5%

18.2%

16.3%

16.6%

9.7%

19.4%

10.4%

19.3%

14.2%

12.6%

17.5%

20.8%

24.3%

21.0%

18.9%

32.3%

25.8%

19.3%

22.9%

18.0%

21.9%

26.2%

15.8%

14.8%

11.8%

12.8%

9.7%

9.7%

13.4%

15.4%

12.7%

19.5%

17.1%

15.9%

15.5%

17.2%

14.9%

12.9%

12.9%

18.0%

18.4%

13.8%

23.2%

17.9%

14.2%

12.6%

21.0%

20.9%

22.6%

16.1%

27.5%

11.1%

25.9%

13.4%

10.0%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Block Online Ads


Delete App




Skip Ads in Podcast






Never

Rarely

Sometimes

Often

Always

Doesn't apply to me

Thinking about companies whose products/services you are generally dissatisfied with, how often do you do the following?


#AAEM16

7.9%

19.6%

21.0%

6.0%

14.5%

30.0%

15.5%

11.8%

7.3%

10.0%

6.9%

9.9%

12.5%

13.1%

9.2%

15.2%

14.0%

15.4%

15.3%

8.9%

12.7%

11.0%

21.3%

17.8%

17.7%

23.3%

22.4%

15.4%

23.0%

22.6%

22.4%

22.5%

23.9%

22.1%

14.5%

15.9%

22.2%

16.4%

13.1%

16.1%

19.4%

20.9%

20.5%

21.2%

27.8%

23.4%

21.6%

29.3%

22.7%

16.2%

20.8%

21.5%

28.3%

24.1%

26.8%

11.0%

12.3%

10.6%

10.0%

8.8%

11.3%

9.1%

9.5%

12.1%

10.2%

10.1%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

E-mails

Download Apps

Follow on SM

Watch TV Ads

Listen to Radio Ads

Listen to Podcasts

Watch Online Videos

Click Online Ads

Read Print Ads from Mail

Read Print Ads from Paper/Mags

Read Print Ads from Store

Engaging in Marketing with companies generally satisfied with (n=1,270)

Never

Rarely

Sometimes

Often

Always

Doesn't apply to me

Of the companies with which you are generally [satisfied or unsatisfied] , how often do you disengage with their marketing by doing the following?

Of the companies with which you are generally dissatisfied, how often do you disengage with their marketing by doing the following?

Of the companies with which you are generally [satisfied or unsatisfied] , how often do you disengage with their marketing by doing the following?

30% of satisfied customers unsubscribe from emails

50% of dissatisfied customers unsubscribe from emails

Based in Jacksonville, Florida, MarketingSherpa — a subsidiary of MECLABS Institute — is a publication specializing in reporting on what works in all aspects of marketing (and what does not). These interviews, case studies and data analyses are published for the entire marketing industry to benefit from. MarketingSherpa, currently in its 17th year, has published more than 7,000 articles on MarketingSherpa.com and hosts the MarketingSherpa Summit.

#AAEM16

Director of Editorial Content, MarketingSherpa@DanielBurstein

Speaker Headshot

https://twitter.com/danielburstein

We’re sharing on Twitter!#AAEM16

29% RelativeDifference

“

“If you put out a newsletter or email, make it worthwhile to view.”

“Relate to more every day experiences in a new light but with truth in it.”

“Stop sending too many emails, like don't do it every day or more than once or twice a week. Send stuff when there are good coupons or promotions.”

#AAEM16


Derek KazeeDirector of Retention Marketing,Ebates

#AAEM16

Source: https://www.youtube.com/watch?v=oMxWkQENcqM

https://www.youtube.com/watch?v=oMxWkQENcqM

2015

• Open rate of 12.2%

• Clickthrough rate of 1.7%

• Conversion rate of 11.7%

2014

• Open rate of 16.5%

• Clickthrough rate of 2.3%

• Conversion rate of 10.3%

Source: https://www.youtube.com/watch?v=oMxWkQENcqM

https://www.youtube.com/watch?v=oMxWkQENcqM

“

“The emails are obviously pushing sales without regard for what would be helpful to me in making a responsible decision on a

purchase.”

“Why the [expletive deleted] would I want to get emails from a company that doesn’t care about me?”

“To relate to the customers more than just trying to sell their product”

#AAEM16


Chris KellerVice President of Marketing,Health Catalyst

Does the consumption

of content require a

second step, email,

calendaring?

Ask for minimum info, set expectation on use, and add value wherever

possible.

Don’t get in the way of the content.

YES

NO

Lead form capture criteria

#AAEM16

Source: http://marketingsherpa.com/video/healthcare-it-content-strategy

http://marketingsherpa.com/video/healthcare-it-content-strategy

• Each chapter was delivered as it was written

• Only asked for an email address; the value to the prospect was a notification when the next chapter was complete

• The book’s author was the email sender; prospects were delightfully surprised to go deeper with the author

• Freely available today

#AAEM16



44

0

10

20

30

40

50

60

Q12012

Q2 Q3 Q4 Q12013

Q2 Q3 Q4 Q12014

Q2 Q3 Q4 Q12015

Q2 Q3 Q4

LE

AD

S

550% increasein clients

33% decreasein sales cycle

300% increase in leads



“Be more focused! I want companies to learn about me and use big data to give me what I want.”

“Make it relevant to me.”

“If they are really relevant to me, you can send me all you want.”

#AAEM16


Morgan KazanSenior Marketing Manager, DonorsChoose.org

Control

Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing

http://marketingsherpa.com/video/donorschoose-triggered-email-marketing

Control

Added staff curation


Treatment


Control



TreatmentWinner

• Control had better clicks (45% decrease in clicks for curated email)

• Stronger conversion rate (31% decrease in conversion rate for curated)

• Email revenue decreased from $160K to $87K


Control


Winner

• Control had better clicks (45% decrease in clicks for curated email)

• Stronger conversion rate (31% decrease in conversion rate for curated)

• Email revenue decreased from $160K to $87K

Make sure customers see what they care about first



you put out a newsletter or email, make it worthwhile to

“Don't contact customers too frequently. I have one company which I love —EXCEPT that they send me an email EVERY day! I am not exaggerating. They

literally do this every day. I have contacted them, and my choice is to receive the every day email or nothing, when all I want is maybe once a

month, but not to cut them off entirely. It is very irritating and is the one black mark against them.”

“Not sending emails to people that don’t open them”

“Don't send me an email EVERY time I visit your website. I know that I've been there, and if I want to buy something, I'll return on my own

without an email reminding me to do so.”

#AAEM16Source: MarketingSherpa survey of 2,400 consumers

Jeremy MasonDirector of Demand Gen/Marketing Ops,SCI Solutions

Nurturing(unknown)

Nurturing(influencers)

Email: CFO Infographic

PNM VideoEmail: “Got Referral Probs?”

All

NGHS Vid

Baptist Vid (lite-TBd)

Click

Open

No

Webinars

Email: Case Study Archive

No

Email: Webinar Archive

No

Email: Get a Demo? No

Assign to Sales

Open

Email: Webinar Invites

Click

Click

+5

+15

+20

+5

+5

+20

+5

Yes

SubmitForm?

+50

+25

+5

No

Email

Email

+5

Score Role in Rating System:

Hot: Score >=50, Task Email to Sales

Warm: Score >=15 and active within 25 days, assign to sales

Cold: Score >5, eligible for reporting

Email: “Becker’s Webinar Archive”

Open

+5

Pause: 10 days

Pause: 6 days

Pause: 4 days

Pause: 2 days

Pause: 3 days

Pause: 3 days

Pause: 7 days

Pause: 16 days

Pause: 2 days

Email: Toolkit

No

Onslow PDF

+5

Email

Pause: 3 days

All

#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

https://www.youtube.com/watch?v=cuhTrYwwCXs

Nurturing(unknown)




All

NGHS Vid


Click

Open

No

Webinars


No


No


Assign to Sales

Open


Click

Click

+5

+15

+20

+5

+5

+20

+5

Yes

SubmitForm?

+50

+25

+5

No

Email

Email

+5






Open

+5

Pause: 10 days

Pause: 6 days

Pause: 4 days

Pause: 2 days

Pause: 3 days

Pause: 3 days

Pause: 7 days

Pause: 16 days

Pause: 2 days

Email: Toolkit

No

Onslow PDF

+5

Email

Pause: 3 days

All

#AAEM16

Nurturing(unknown)




All

NGHS Vid


Click

Open

No

Webinars


No


No


Assign to Sales

Open


Click

Click

+5

+15

+20

+5

+5

+20

+5

Yes

SubmitForm?

+50

+25

+5

No

Email

Email

+5






Open

+5

Pause: 10 days

Pause: 6 days

Pause: 4 days

Pause: 2 days

Pause: 3 days

Pause: 3 days

Pause: 7 days

Pause: 16 days

Pause: 2 days

Email: Toolkit

No

Onslow PDF

+5

Email

Pause: 3 days

All

Source: https://www.youtube.com/watch?v=cuhTrYwwCXs


• 35% growth in opportunities attributed to electronic marketing programs

• Open rates increase from 0.4% to 4% after second drip

• Automatically validated email for 130,000 records

• First time email was as significant as an “attributable” campaign type (0% to 40%)

724PNM Video Opens

288Sent to Sales

#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs

894Infographic Opens


“Make things very clear.”

“To fix your sloppy emails”

“Deliver more clear information.”

#AAEM16


Jessica VogelGlobal Marketing ConsultantDell Inc.

“We have a very high mix of desktop and mobile, as well as the increasing use of multi-device. So, you can’t just optimize for mobile, you can’t just optimize for desktop; every single email we do actually has to be optimized for both.”

Animated .gifs Live email Video Adaptive Content Carousel Social Feed

#AAEM16

Source: http://marketingsherpa.com/video/dell-event-email-marketing

http://marketingsherpa.com/video/dell-event-email-marketing

Animated .gifs Live Email Video Adaptive Content Carousel Social Feed

Transformational moment: Simple changes drive results, too.

#AAEM16



#AAEM16



Header

Text nav.

Footer

Icon nav.

#AAEM16



Double digit increase in revenue per email

#AAEM16



#AAEM16

Engage your audience in cool, new ways1

2 Give your audience what they want, how they want, when they want

3 Simple changes drive results, too

Director of Editorial Content, MarketingSherpa

Speaker Headshot

Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeeding in an age of...

Marketing

Transcript of Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeeding in an age of...