Date post: | 12-Jan-2017 |
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Marketing |
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Adam Q. Holden-Bache @adamholdenbache
• Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”
b2bemailmarketingbook.com
BRING OUT YOUR DEAD!
BRING OUT YOUR DEAD!
BUT I’M NOT
DEAD YET
Emails are sent every minute
The average U.S. worker spends
of their time reading and answering emails
There are
emails sent to the average worker each year
• Increase revenue/sales
WHAT IS YOUR
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention
• IMPLEMENT TRACKING
GET RESULTS THAT MATTER
• MEASURE SUCCESS
• IDENTIFY POINTS OF FAILURE AND CHANGE THEM
• UNDERSTAND HOW RESULTS CAN BE ANALYZED TO DETERMINE ROI
CONSTANTLY ESTABLISH AND REFINE BENCHMARKS AND TRY TO IMPROVE THEM FOR EVERY CAMPAIGN
• Financially driven buyer
2 types of business buyers
• solutions-focused buyer
• Existing Customers
Who is your audience?
• Prospects
• Leads
• colleagues
• competition
• Media
68% rate email as “Good” or “Excellent” at generating ROI
Most marketers allocate Less than 25% of their budget to email
BUT…
YOUR EMAIL MARKETING EFFORTS
INCREASING EMAIL LIST SIZE SHOULD BE A TOP PRIORITY FOR B2B Marketers
Attract the audience you desire
1. Provide Value 2. Disclose Frequency 3. Give the Subscriber control 4. Ensure Privacy
THE OPT-IN PROPOSITION
1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS 3. OFFLINE EVENTS
4. ONLINe EVENTS 5. REGISTRATIONS FOR DOWNLOADS 6. Point of Sale
7. Facebook 8. Twitter 9. LinkedIn
10. Videos 11. Sweeps and Promotions 12. Email Signatures
13. Print ADS 14. Direct Mail 15. QR Codes
16. Mobile Apps 17. Mobile text subscriptions 18. Blog
Allow users to manage their data Through preference centers
1. You’ll Risk your Reputation 2. You’ll be labeled a spammer 3. Your deliverability will suffer 4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST
EMAIL IS EXPERIENCED IN STAGES
STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 1: The INBOX
GOAL: GET THE RECIPIENT TO OPEN
FROM NAME
• business name or personal name? Test it.
• don’t exceed 23 characters
• be consistent with from name
• be consistent with from email
SUBJECT LINE
• PUT THE MAIN POINT FIRST
• CREATE INTEREST
• CREATE URGENCY
• ADDRESS QUESTIONS/CONCERNS
• BEWARE PERSONALIZATION
• PROVIDE A CALL TO ACTION
The PREHEADER
• GENERATE INTEREST
• SUMMARIZE
• ALWAYS SUPPORT THE SUBJECT LINE
THE PREHEADER
THE PREHEADER
THE PREHEADER (WHAT NOT TO DO)
STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
STAGE 2: The EMAIL BODY
GOAL: GET the CLICK
• DON’T SELL, EDUCATE
HOW DO YOU GET THE CLICK?
• SOLVE A PROBLEM
• SAVE, SAVE, SAVE
• ENTERTAIN
Subscribers respond POSITIVELY to messages that
inform and educate
COPYWRITING • Talk to your Customers, Not at Them • Start with the benefit • Be Helpful • Lead the Recipient towards a Decision • Make it long enough, but no longer
• MAKE IT SCANNABLE
DESIGN YOUR COPY • USE Headers & Subheaders • Break Apart The Copy • Use Bullets & Lists • Use Bold, Italics & Font Size Variations • Use Color & Whitespace
STAGE 2: The EMAIL BODY
GOAL: GET the CLICK
STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION
STAGE 3: The WEB Site/Landing page
GOAL: GET THE CONVERSION
STAGE 3: The WEB Site/Landing page
OF SMARTPHONE OWNERS USE IT TO READ EMAIL
(THAT’s more than use it to make phone calls)
will delete an email That doesn’t display correctly in a mobile inbox
Optimize for Mobile
1. Less content 2. Easy to click 3. Stack content (no columns)
4. Remove or link to low priority content
RESPONSIVE EMAILS Will detect a reader’s Screen size and adapt their layout to optimize The viewing experience.
RESPONSIVE DESIGN
< DEsktop
Mobile >
< DEsktop
Mobile >
Relevance = REsults
ACHIEVE RELEVANCE THROUGH SEGMENTATION & PERSONALIZATION
Personalized emails will improve:
EMAIL PERSONALIZATION
• Open Rates 26%
• Click-through Rates 14%
• Conversion Rates 10%
EMAIL PERSONALIZATION OPTIONS:
1. SUBJECT LINE 2. MESSAGE BODY COPY 3. IMAGES 4. DESIGN & LAYOUT 5. Content
LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT 2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. VIC’S 8. User History
9. Job Role/Title/Position
10. Size of Business
11. Acquired Data
12. Lead Source
Testing is your secret to success
ALWAYS APPROACH TESTING WITH A GOAL IN MIND
What do you test?
• Subject line • Message • Layout and Images
• Call to action
• Time of delivery
• A/B Testing
Two types of Testing
• MultiVariate Testing
Increasing Opens & Clicks should be secondary to increasing conversions
How to improve ROI
1. Know the value of your goals 2. Design campaigns to be measurable 3. Test and analyze results
4. Focus on decisions that improve ROI
DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized
Audio & Video
FULLY PERSONALIZED EMAILS
IN-EMAIL Transactions
IN-EMAIL Payments
RECAP:
• Plan for success: HAVE A GOAL • KNOW YOUR AUDIENCE • Data: Quality over quantity • DRIVE TO CONVERSION ( Open -> click -> CONVERT) • optimize for mobile • Deliver relevance • testing is your key to success
b2bemailmarketingbook.com
Adam Q. Holden-Bache [email protected] @adamholdenbache @B2bemailbook