Definitive Guide to Engaging Email Marketing (Part 2)

PART 2

Your Speakers

#DG2EEM

Jon MillerVP Marketing, Marketo

@jonmiller

DJ WaldowWaldow Social

@djwaldow

#RevEngine #DG2EEM @jonmiller @djwaldow

Today’s Topics: Part 2

• Building and Maintaining a Quality List

• Conversations, Not Campaigns

• Coordinated Across Channels / Email and Social

• New Metrics for Email• Trends in Email Technology:

Moving Beyond ESP


Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides/recording • Twitter hashtag: #DG2EEM


Email needs to be

More Engaging!


1. Trustworthy2. Always Relevant3. Conversations,

Not Campaigns4. Coordinated

Across Channels5. Strategic

Engaging Email is:


TRUST: BUILDING AND MAINTAINING A QUALITY LIST


another secret to email marketing


TRUST


If you haven’t earned your subscribers’ trust, they won’t open or click your email #DG2EEM


I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one.

--Meryl K. Evans, “Content Maven for Hire””


• Timing• Frequency• Types of Content• Branding• Naming and subject lines

TRUST comes from setting and maintaining expectations


Single? Double? Confirmed? Welcome

Email? Implicit? Explicit?

Opt-In Types


AHHH!!


Pros Cons

Implicit Opt-In

• Low effort• No place for a subscriber to

drop the ball• Quickly leads to a big list

• Consumer has not asked to receive email communications

• Lowest trust and engagement• May be illegal

Explicit Opt-In • Consumer explicitly requests communications

• No dropped balls

• Time delay between subscribing and first message

• Risk of spambots

Explicit Opt-In With Welcome

• Provides opportunity to engage and set expectations

• If email bounces, you know to filter out that address

• Less effort from subscriber may equal less engagement

Double Opt-In • High engagement – they really want your email

• Filters out spambots

• Subscriber may miss confirmation email = lost subscribers

• They want your email, asking again might annoy them



The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM) #DG2EEM


List Building Tactics



Maintain Your List

(by giving choices)





Maintain Your List

(by keeping it CLEAN)




Email deliverability today is about Reputation and increasingly Engagement #DG2EEM


Provider’s Responsibility Sender’s Responsibility

• Use up-to-date technology

• Cultivate relationships with receivers

• Provide tools to segment your lists

• Build your list responsibly

• Maintain your lists over time

• Determine what you send and to whom it’s sent


CONVERSATIONS, NOT CAMPAIGNS



When it comes to email marketing, nobody wants to get blasted #DG2EEM


Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?


What is an engaging conversation?• Listens and adapts• Communications

flow one to the next


EmailWebsiteSocialCampaignsTransactions


Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount


OK, why aren’t more marketers doing this?





This #%@& is way too complicated.



Drag and drop new content



When it comes to email automation, flow charts don’t flow: they’re confusing, error-prone, and inflexible #DG2EEM


Conversations at scale


COORDINATED ACROSS CHANNELS




When really you want to make sure someone gets your message, you send an email, not a tweet #DG2EEM


Email and Social are like Batman and Robin• Social Connecting: Use email

to grow your social followers.

• Social Sharing: Use email to extend the reach of your message through social channels.

• Social Promoting: Use social media to grow your email list and promote your email marketing messages.


Social CONNECTING


Social SHARING


Test & Tune With Social Funnel Metrics

• 13% of participants shared

• 363 incremental registrations

• 16% increase in registrations

• 45 qualified for sweepstakes

Social SHARINGJumpStart Tour Referral Results


Social PROMOTING


Social PROMOTING


Reac

h &

Eng

agem

ent

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al L

ift

Events

Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM

http://marketo.com/DG2LN

http://marketo.com/DG2LN


STRATEGIC: THE NEW METRICS FOR EMAIL



• Open• Click• Unsubscribe• Bounce• Etc.


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent

12,10582

Thought Leadership

Edited Mar 25, 2013 Sent

12,10570

Lead Scoring Best Practices


12,10555

Lead Management Best Practice

D…

Added Mar 18, 2013 Sent

12,105

35



12,105 9

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5%

Unsubscribe

65Engagement

55dNext Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Streams: All Streams ▼


Importance of various factors in measuring the value of email marketing programs


A subject line is only as good as the revenue it generates. You don’t just want Opens; you want actual sales. #DG2EEM


Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

% Above Min*

N/A

52%

N/A

39%

79%

46%N/A

38%

N/AN/AN/A29%38%

52%7.6


GRADUATING FROM ESP TO MARKETING AUTOMATION








Marketing automation is a• Technology that

streamlines and automates marketing tasks

• powered by a marketing database, workflow engine, and rich analytics

• so companies can • increase operational

efficiency and • grow revenue faster


What Is “Automation”?

Send Event Invitation

Wait 3 Days

If Not Registered, Send

Reminder

Wait Until 1 Day After Event

Send Different Follow-Up to Attendees vs.

Non-Attendees




MarketingAutomation


Tweetable Takeaways plus Q&A

1. Engaging email is trustworthy, relevant, and conversational

2. If you haven’t earned your subscribers’ trust, they won’t open or click your email

3. Trust comes from setting and maintaining expectations

4. The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)

5. When it comes to email marketing, nobody wants to get blasted

6. Flow charts don’t flow for email: they’re confusing, error-prone, and inflexible

7. Email is the digital glue that holds multi-channel communications together

8. When really you want to make sure someone gets your message, you send an email, not a tweet

9. A subject line is only as good as the revenue it generates. You don’t just want Opens; you want actual sales

10. It’s time to graduate from traditional Email Service Providers to Marketing Automation

@jonmiller@djwaldow

#DG2EEM

Date post:	20-Aug-2015
Category:	Technology
Upload:	marketo
View:	5,164 times
Download:	0 times