Post on 20-Aug-2015
transcript
Email Marketing Check-Up:How To Diagnose and Prevent Common B2B Email Failures
© 2011 Marketo, Inc. #Marketo
Speakers
Shar VanBoskirk, Forrester ResearchVice President and Principal Analyst
Jon Miller, MarketoVP Marketing@jonmiller2
#Marketo
© 2011 Forrester Research, Inc. Reproduction Prohibited3
How do business marketers use email today?
What are some common pitfalls for B2B email marketers?
How can B2B marketers improve email program performance?
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited4
How do business marketers use email today?
What are some common pitfalls for B2B email marketers?
How can B2B marketers improve email program performance?
Agenda
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85% of business marketers will use email by year end
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This contributes to email’s continued growth
Forrester expects email marketing
investment to grow at a 10% CAGR
between now and 2016
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Interactive investments are growing overall
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But B2B marketers are less likely to adopt email best practices
Coordinate our e-mail and mobile marketing
Run welcome routines for newly registered users
Coordinate our e-mail and online display advertising
Coordinate our e-mail with promotions on our web site
Segment and target users on past purchase behaviors
Segment and target users on interactions with our site
Clean e-mail lists of inactive users
0% 10% 20% 30% 40% 50% 60%
B2C B2B
Base: 252 interactive marketers
Source: December 2010 US Interactive Marketing Online Executive Panel Survey
Which of the following e-mail marketing tactics do you currently use?
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What holds B2B email programs back?
Complex products and sales cycles
Direct sales forces which don’t have the most cooperative relationships
with marketing
Specialized goals with only basic tools
Multiple marketing programs with limited resources
B2B marketers typically support:
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B2B emailers have fewer resources than do B2C firms
B2B B2C
What will be your company's total Interactive Marketing budget in 2010? (Average) $2.6 Billion $ 3.5 Billion
How many people work in your company’s interactive marketing department? (Average) 37 66
Base: 252 interactive marketers
Source: December 2010 US Interactive Marketing Online Executive Panel Survey
But B2B interactive marketers typically support as
many programs as their B2C counterparts do
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What holds B2B email programs back?
Complex products and sales cycles
Direct sales forces which don’t have the most cooperative relationships
with marketing
Specialized goals with only basic tools
Multiple marketing programs with limited resources
Limited customer insight capabilities
B2B marketers typically support:
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The result? B2B emails fail the basics down
Source: October 12, “2010 The Best And Worst Of Email Marketing, 2010”
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How do business marketers use email today?
What are some common pitfalls for B2B email marketers?
How can B2B marketers improve email program performance?
Agenda
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Forrester evaluates the user experience of an email across four dimensions
C1: Can users subscribe to the program?C2: Is registration intuitive?C3: Can the user learn about the benefits of the program while subscribing?
Value
C4: Does the email provide essential content?C5: Is the content engaging?C6: Does email content meet the expectation set by the original registration?C7: Can the user take action?C8: Can the user share the email?
Presentation
C9: Does the email header invite opens?C10: Is the message self-explanatory without graphics?C11: Can users understand the email at a glance?C12: Are there ways to read the message via mobile?
Trust
C13: Does the “from” address communicate a recognizable sender?C14: Can the customer control their email profile?C15: Does the email footer instill trust?
Subscription
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Ernst & Young links to email registration on the home page
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Are you missing an opportunity to collect email addresses?
Don’t assume that social has replaced email as the
preferred way to communicate with you.
Collect email addresses on your home page!
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HP’s registration is clear and explanatory
HP provides explanations and benefits associated with data collection . . .
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. . .At each step in the registration process
HP’s registration is clear and explanatory
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Novartis emails deliver against the promise set at registration
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But email content is not engaging and fails our presentation criteria
Novartis just turns its press releases into email newsletters.Don’t fall into this trap!
Subject lines do not invite opens
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There is no way for a user to take action or
otherwise interact with Novartis
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There is no email footer,
no opt-out option, no
way to change email
preferences
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McKinsey keeps its emails simple
Provocative subject line invites opens
Email encourages sharing
Comprehensive footer:
• Reminds subscriber of expectation set at registration
• Allows for preference management and opt-out
• Provides access to privacy policy and online support
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How do business marketers use email today?
What are some common pitfalls for B2B email marketers?
How can B2B marketers improve email program performance?
Agenda
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1) Learn from B2C marketers
Make subject lines invitational
Use a recognizable and trusted sender name and address
Promote social and mobile
integration at the top of the email
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1) Learn from B2C marketers
Provide access to multiple social outlets
**29% of Castrol’s email subscribers come from Facebook
Create a comprehensive footer which links to a user-
friendly privacy policy and email preference center
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2) Segment your customer list
•In one year, HP generates $100
million in sales and saves
another $100 million in customer
service costs with its Technology
At Work email newsletter.
•The email is customized to user
preferences and job function
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3) Align email purpose with sales objectives
Generate leads
First National Capital Corporation automated emails on behalf of sales representatives which cost $16,000 and generated $70 million in funded revenue.
Initiate word of mouth
Educate clients on contract benefits Cisco uses email to educate existing customers about products available for their use.Engage inactive clients
Promote new or additional products Ziff Davis engage users, offers rewards and encourages user contribution to articles in its emails.Cultivate loyalty
Email objective Example
Acquire
Renew
Enrich
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4) Ditch batch and blast tools
Create customized messages
Integrate email into lead management efforts
Manage deliverability
– Manage opt outs and user email preferences
– Monitor deliverability
– Scrub lists
Prioritize the ability to:
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5) Measure email value, not just activity
Lead quality Sales process Other campaign results
Life time value
Lead volume Leads conversion Lift in performance from integrating email
Long term value of email subscribers v non email subscribers
Lead qualityTime to close an account
Email referrals
Lead conversionResources, cost to close an account
Decreased cost in other media for the same result
Life time value of converted leads
How does email influence:
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Recommended reading
The Best And Worst Of Email Marketing, 2010
http://www.forrester.com/rb/Research/best_and_worst_of_email_marketing%2C_2010/q/id/57012/t/2
Forrester's Email Marketing Review Scorecard
http://www.forrester.com/rb/Research/forresters_email_marketing_review_scorecard/q/id/57844/t/2
The New Email Marketing Review
http://www.forrester.com/rb/Research/new_email_marketing_review/q/id/57013/t/2
Reaching Your Most Valuable Email Customers
http://www.forrester.com/rb/Research/reaching_most_valuable_email_customers/q/id/56422/t/2
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Shar VanBoskirk617-613-5845
svanboskirk@forrester.com
www.forrester.com
Page 36© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The B2B Email Marketing Solution Checklist Lead nurturing Auto-responders and
behaviorally triggered emails Emails on behalf of sales
representatives Integrated event marketing
functionality Lead management integration
(scoring, lead lifecycle)
Page 37© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Lead Management
LandingPages
Segmentation
LeadScoring
Lead Nurturing
EmailMarketing
Reporting and Analytics
Page 38© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Additional Resources
• The Definitive Guide to Lead Nurturingbit.ly/DGtoLN
• The Definitive Guide to Lead Scoringbit.ly/DGtoLS
• Email Marketing vs. Marketing Automationbit.ly/EMvsMA
• Marketo’s Email Marketing Benchmark SurveyComing soon