Sending the Right Email to the Right Person

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    20-Aug-2015
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Transcript of Sending the Right Email to the Right Person

  1. 1. SENDING THE RIGHT EMAIL TO THE RIGHT PERSON. Inbound Certication Class #8
  2. 2. #INBOUND
  3. 3. 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
  4. 4. WHY EMAIL MARKETING IS (STILL) IMPORTANT. 1
  5. 5. Heres what people think about email. FLICKR USER THOMAS ROUSING
  6. 6. SPAM People believe that email marketing means
  7. 7. OLD SCHOOL People also believe that email marketing is
  8. 8. Is email still eective?
  9. 9. 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 REASONS THAT EMAIL WORKS. SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)
  10. 10. Marketers who say they use email more today than they did three years ago. EMAIL IS GROWING. SOURCE: DIRECT MARKETING ASSOCIATION
  11. 11. I get it. Im in. How can email help me?
  12. 12. 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
  13. 13. 1 ATTRACT NEW VISITORS
  14. 14. People like to share content they like. FLICKR USER BEN GREY
  15. 15. FLICKR USER IAN SANE Segmented lists + relevant content + sharing = exponential reach beyond existing leads
  16. 16. 2 CONVERT VISITORS INTO LEADS
  17. 17. Use email to gain FLICKR BEN GREY
  18. 18. 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.
  19. 19. 3 NURTURE LEADS INTO CUSTOMERS
  20. 20. When you segment lists and tailor emails to each lead, theyll be more engaged. FLICKR KY_OLSEN
  21. 21. Build a relationship with your lead by being helpful. FLICKR KY_OLSEN
  22. 22. Email doesnt have to be a one-sided conversation. Use it to listen to your audience trigger email responses. FLICKR KY_OLSEN
  23. 23. Nurture leads with content that helps them do their job better. Theyll be more open to speaking to your sales team down the road. FLICKR USER JENNY DOWNING
  24. 24. 4 DELIGHT CUSTOMERS INTO PROMOTERS
  25. 25. Just because a lead becomes a customer doesnt mean your job here is done. FLICKR USER LISANDRO M. ENRIQUE
  26. 26. Continue to engage customers by sending helpful resources and customer-only extras attention is key to delight. FLICKR USER JD HANCOCK
  27. 27. Email is a cost-eective way to strengthen relationships with customers, upsell products, and reduce churn.
  28. 28. 2 HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON.
  29. 29. 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 4 Nurture your lead into a customer
  30. 30. 1 DETERMINE WHO YOUR AUDIENCE IS
  31. 31. Right Content Right Audience Right Timing SUCCESS +
  32. 32. INBOUND MARKETING STRATEGY
  33. 33. This is where segmentation comes in. INBOUND MARKETING STRATEGY
  34. 34. THE RIGHT AUDIENCE Who are your ideal customers? What are their interests? What are their pain-points? What are their behavior patterns, motivations, and goals? ?
  35. 35. THE RIGHT TIMING
  36. 36. 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.
  37. 37. 2 SEGMENT YOUR CONTACTS DATABASE
  38. 38. Increase deliverability Increase reach SEGMENT TO HIT SPECIFIC GOALS Increase engagement
  39. 39. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  40. 40. Your list decays at 25% a year. A list with 10,000 contacts will only have 5,625 viable contacts in 3 years.
  41. 41. FLIICKR USER HEGARTY_DAVID Emailing purchased lists increases your chances of being marked as SPAM and decreases deliverability rates.
  42. 42. FLICKR USER REMON RIJPER Say goodbye to unengaged leads. Suppress them from your segmented lists.
  43. 43. FLICKR USER @NOTNIXON Regularly update lists to account for unsubscribed contacts.
  44. 44. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  45. 45. FLIICKR USER EMILIOKUFFER Sending content to targeted lists increases open rates and click through rates.
  46. 46. FLICKR USER IRON RODAR GEOGRAPHIC SEGMENTATION IP Area Time Zone Area Code Address
  47. 47. FLICKR USER _HADOCK_ FIRMOGRAPHIC SEGMENTATION Company size Company type Industry
  48. 48. FLICKR _HADOCK_ ROLE SEGMENTATION Department Seniority Function
  49. 49. FLICKR _HADOCK_ BEHAVIORAL SEGMENTATION Conversion events Email opens Page views
  50. 50. R ROBERT S. DONOVAN MARKETING INTELLIGENCE # of Twitter followers # of Facebook fans SEO search terms Website Pages Technology
  51. 51. Increase deliverability Increase reach Increase engagement SEGMENT TO HIT SPECIFIC GOALS
  52. 52. FLIICKR USER MOHAMMED ALNASER Some leads are never going to convert. But they love you!
  53. 53. FLICKR IRON RODART ROYCE VAIR (STAR SHOOTER) LET THEM SPREAD THE LOVE. Evangelists Inuencers Students
  54. 54. 3 SEND THE RIGHT CONTENT AT THE RIGHT TIME
  55. 55. SEND CONTENT THAT FOLLOWS THE BUYERS JOURNEY
  56. 56. Videos Blog posts Slideshares Free Tools Ebooks/Guides SEND CONTENT THAT FOLLOWS THE BUYERS JOURNEY
  57. 57. Webinars Case Studies FAQ Sheets Product Whitepapers Third-Party Reviews SEND CONTENT THAT FOLLOWS THE BUYERS JOURNEY
  58. 58. Free Trials ROI Reports Product Demos Consultations Estimates/Quotes SEND CONTENT THAT FOLLOWS THE BUYERS JOURNEY
  59. 59. 4 NURTURE A LEAD INTO A CUSTOMER
  60. 60. Say someone views your pricing page
  61. 61. Theyre interested, but arent talking to sales yet.
  62. 62. What if you could instantly facilitate a conversation and connect them with sales?
  63. 63. Create a segmented list
  64. 64. that triggers a workow.
  65. 65. Lead receives an email from you asking if they have any questions about pricing. that triggers a workow.
  66. 66. Their sales rep receives a notication that theyve viewed the pricing page. that triggers a workow.
  67. 67. WHAT MAKES AN EMAIL WORLD-CLASS. 3
  68. 68. Emails should add value, not ask for it.
  69. 69. It is also essential that you OPTIMIZE YOUR EMAILS.
  70. 70. 1 Identify a specic goal EMAIL BEST PRACTICES 2 Personalize sender info 3 Personalize email copy 4 Get to the point 5 Address leads directly 6 Use actionable language 7 Focus on benets 8 Use multiple CTAs 9 Encourage sharing 10 Edit the plain-text 11 Optimize for mobile 12 Analyze Results
  71. 71. IDENTIFY A SPECIFIC GOAL. Generate new leads: enable sharing Follow up on oer download: kickback email Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down the funnel: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview 1
  72. 72. SEND YOUR EMAIL FROM A PERSON, NOT A COMPANY. Increase open rate by 3-5% 2
  73. 73. USE PERSONALIZATION.3
  74. 74. First name 3 USE PERSONALIZATION.
  75. 75. 3 USE PERSONALIZATION. Most relevant download
  76. 76. Company name 3 USE PERSONALIZATION.
  77. 77. Sales rep info 3 USE PERSONALIZATION.
  78. 78. Over 75% of email revenue is now generated by alternatives to generic one-size-ts-all campaigns. Personalized emails see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP 3 USE PERSONALIZATION.
  79. 79. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  80. 80. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  81. 81. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  82. 82. No. CREATE SUBJECT LINES AND EMAIL COPY THAT GET TO THE POINT. 4
  83. 83. SPEAK DIRECTLY TO A PERSON.5
  84. 84. Incorporate verbs into your in-text CTAs and CTA buttons Get Your Templates Start Your Project Now Reserve Your Seat Let lead know what they can do by clicking your emails in-text CTAs and CTA buttons Save time Generate more leads Increase production eciency by 23% USE ACTIONABLE LANGUAGE.6
  85. 85. FOCUS ON BENEFITS, NOT FEATURES.7
  86. 86. USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs
  87. 87. USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs Add CTA to Signature
  88. 88. 8 USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8 Edit alt-text of images + CTAs Link images to landing pages Add CTA to Signature
  89. 89. Edit alt-text of images + CTAs Link images to landing pages Modify preview text Add CTA to signature USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION.8
  90. 90. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  91. 91. ENCOURAGE SHARING TO GENERATE MORE LEADS.9 Use a tracking URL
  92. 92. ENCOURAGE SHARING TO GENERATE MORE LEADS.9 Use a tracking URL Personalize message when possible
  93. 93. ENCOURAGE SHARING TO GENERATE MORE LEADS.9
  94. 94.