| Date post: | 19-May-2015 |
| Category: |
Technology |
| Upload: | blue-sky-factory |
| View: | 780 times |
| Download: | 0 times |
Baltimore, Maryland
Blue Sky FactoryDriving Email Marketing Performance
Inbound & Email Marketing: So Happy Together
Brian Halligan - CEO, HubspotGreg Cangialosi - CEO, Blue Sky Factory
Tuesday, October 13,20091:00 PM
Inbound MarketingStretch The Top Of Your Funnel
Outbound Marketing
Outbound Marketing Is Hard
800-555-1234AnnoyingSalesperson
Get Found
Threats & Opportunities
Threats & Opportunities
Step 1
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Step 2
Step 3
Step 4
Learn More
Getting the Opt-In - Step 1
• Permission-Based Email
• No pre-checked boxes or tricks
• Consider using incentives.
TRUST is Established!
Copyright 2009 Blue Sky Factory
Make it Easy to Convert
• Make the sign-up easy• Provide sign-up on every page and/or prominent
on homepage• Ex: Active Junky
Copyright 2009 Blue Sky Factory
While They Are Converting...
• Tell them what they will receive!
• Include newsletter / communication titles and a brief description of what you offer.
• Show the frequency at which they are sent.
• Include other email offerings – Specials, Press Releases, etc.
Copyright 2009 Blue Sky Factory
Welcome Email - Step 2
• Send a Welcome Email Immediately!• Confirm the benefits of your communication:
o 78% of welcome emails explained the benefits of signing up. - Email Experience Council
• Confirm frequency/type of email.• Use Branding (reinforces the sender/receiver
relationship)
Copyright 2009 Blue Sky Factory
Copyright 2009 Blue Sky Factory
Working the Funnel - Step 3
1. Top of Mind = Mindshare!
2. Nurture, Nurture, Nurture. (Its not about the sale today) 3. Add value to your subscribers.
4. There are many different types of "conversions" treat them uniquely.
Copyright 2009 Blue Sky Factory
The Follow Up
Copyright 2009 Blue Sky Factory
The Gentle Reminder
Copyright 2009 Blue Sky Factory
The Cross Sell
Copyright 2009 Blue Sky Factory
The Newsletter
Copyright 2009 Blue Sky Factory
Adding Value & Relationship
Copyright 2009 Blue Sky Factory
Frequency (Test, Test, Test)• Do not over email!
• Frequency should be determined on a list-by-list basis
• Allow subscribers to choose the amount of email they receive from you o 37.4% say they receive more email than they expected when
they signed up. - Return Path • Track results in opens, clicks, opt-outs (that says
it all!)
Copyright 2009 Blue Sky Factory
Data Collection Over Time
• Subscribers can edit or add to their contact information
• Allow them to add data that you did not acquire during their initial sign-up o Nameo Demographic Informationo Geographic Informationo Additional areas of Interest
• Use data for personalization
Copyright 2009 Blue Sky Factory
Key Considerations:
- Supplement traditional marketing efforts with inbound marketing techniques (social media, blogs, SEO, etc)
- Make your conversion (subscription process) SIMPLE.
- Stay in front of your base with timely relevant emails that your subscribers asked for.
- Track rigorously, and optimize through testing.
Copyright 2009 Blue Sky Factory
Thank You! Q& A
Greg Cangialosi Connect.410.230.0061 x104 [email protected] www.blueskyfactory.com www.thetrendjunkie.com @gregcangialosi @blueskyfactory
Brian Halligan
Connect.
1-800-482-0382 www.hubspot.com@bhalligan@hubspot
Copyright 2009 Blue Sky Factory
