Sending the Right Email to the Right Person
Transcript of Sending the Right Email to the Right Person
AGENDA.
1. WHY EMAIL MARKETING IS IMPORTANT
2. SEGMENTING YOUR CONTACTS DATABASE
3. HOW TO CREATE WORLD-CLASS EMAILS
4. KEY TAKEAWAYS AND RESOURCES
Average ROI of Email
$1 $40.56
63% of Marketers Cite
Email as the Channel
that Offers Best ROI
NOPE. NO WAY.
PEOPLE AT VARIED LIFECYCLE STAGES.
Top of the Buying CycleProspect knows there’s a
problem that needs to be
solved
• Free whitepapers
• Free guides & tip sheets
• Free eBooks
• Free videos
• Free kits (a combination of
any of the above)
Middle of the Buying CycleProspect recognizes a need
for a solution like yours
• Free webinars
• Case studies
• Free sample
• FAQ sheets
• Product spec sheets
• Catalogs
Bottom of the Buying CycleProspect seeks solution to their
need; ready to buy
• Free trials
• Demos
• Free consultations
• Estimates or quotes
• Coupons
4%
14%
15%
15%
18%
21%
24%
24%
24%
28%
34%
39%
Other
Improved Word-of-Mouth
Greater Customer Acquisition
Lower Spam Complaints
Greater No. of Transactions
Greater Customer Retention
Better Deliverability
Increased Sales Leads
Greater Revenue
Lower Opt-Out/Unsubscribe …
Greater Email Relevance
Increased Open Rates
% of Respondents
EMAIL LIST SEGMENTATION RESULTS.
Source: Lyris, Inc.
1. Email marketing is not out of date.
KEY TAKEAWAYS
2. Segment your email list.
3. Write emails that add value, that build or
that nurture relationships.
4. Analyze your emails. Be deliberate.
RESOURCES
1. eBook: An Introduction to Email Marketing
2. Blog Post: 25 Little Email Marketing Experiments
That Deliver BIG Results
3. Blog Post: 16 Things People Really Hate About
Your Email Marketing
4. Blog Post: 27 Ways to Slice and Dice Your
Email List for Better Segmentation