Inbound Marketing Makin’ The Email/Phone Ring

Presented by:

Joseph G. Scott, MAS

VP – Scott & Associates, Inc.

What is Inbound Marketing?

Customers

Opportunities

Prospects

Leads

Moving Leads Through The Sales Funnel

Via Semi-Automation

We Can Only Handle A Few Opportunities

• They take up most of our time

• How can we increase our pipeline?

• Boom and Bust cycles

• How do we know when someone in the pipeline warrants our personal attention?

It’s Really Like This

How Are You Marketing?

• Using Outlook, Gmail or Kerio Server groups

• Being restricted to 50 – 500 emails/24 hours

• Copy/Pasting a Word Document into an email

• No “Automatic Unsubscribe”

• No Analytics (bounces, opens, clicks, unsubs, )

• No Auto Link to Social Media Accounts

It Starts With An Email List

• How do we use email lists? – Send everyone the same thing every time

– The content does not get sent on a regular basis

• What happens? – People get bored and unsubscribe

– Very few forward the content to others

– You learn nothing about your Leads

– The Leads don’t move through the Sales Funnel

– The list declines in value

What You Will Learn

• CAN-SPAM Act of 2003

• What's New (to you?) in Inbound Marketing?

• Tracking Web Activity & Proving Results

• Driving Traffic to Web and Social Media

• Increasing Your business w/e-mail Marketing

• Selling e-mail Marketing Services

Radicati Group - 2014 Study

• Business Users receive and average of 85 emails/day

• 75 of them are legitimate

• 10 are spam (many more are caught by filters), which includes “graymail” – unwanted newsletter subscriptions

• World-wide mobile email accounts: 1.1 Billion

• World-wide desktop email accounts: 3.1 Billion

• Source: http://www.radicati.com/wp/wp-content/uploads/2014/01/Email-Statistics-Report-2014-2018-Executive-Summary.pdf

CAN-SPAM Act of 2003

• Controlling the Assault of Non-Solicited Pornography And Marketing Act

• OK: send unsolicited, commercial Messages, if: – Unsubscribe mechanism in all emails

– Unsubscribe requests are honored within 10 days

– Unsubscribe list is only used for compliance records

– Accurate “from” line, i.e., joes@scottassoc.com

– Relevant subject lines that support the body copy

– Legitimate address of sender

CAN-SPAM Act of 2003

• All 50 states, Guam, Puerto Rico, & US Virgin Islands have anti-spam laws

• http://www.law.cornell.edu/wex/inbox/state_anti-spam_laws

• CAN-SPAM Act: www.ftc.gov

• Privacy policies: Work with an attorney

• Audit & train employees on best practices

• Conduct regular audits assure compliance

• Source: http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

CAN-SPAM Act of 2003 (cont.) • OK: send unsolicited, commercial Messages, if:

– emailing existing customers

– Those who have inquired about product/service

– Considered “relationship” messages

• Misdemeanor to send with false header info

– From irs.gov when really from joes@scottassoc.com

• Preempts State anti-SPAM laws

• Follow the rules, check with your attorney

What's New (to you?) in email Marketing?

• Automatic Unsubscribe

• Automatic Opt-In

• Analytics: Opens, Bounces, Unsubs, Clicks

• Clicks create Lists from Lists

• Integration with Social Media

• How to Track Increased Web Traffic

http://email-marketing-service-review.toptenreviews.com/

Some Email Services

http://email-marketing-service-review.toptenreviews.com/

Email Marketing Services

Sign up for Mobile Marketing

Sign up for twitter Sign up for Facebook

Go to Featured Product Page

Tracking Web Activity & Proving Results

Inbound Marketing Services

• eloqua - $2,000 - $6,500/month

• Pardot - $1,000 - $3,600/month

• Hubspot - $800 – 2,400/month

• Marketo - $750 - $25,000/month

• Hatchbuck - $99 – 299/month

Featured Product Page

email sent Tuesday, November 23, 2010

Traffic – Visitors/day

Sales – Orders/day

7 orders

68 orders

Web Traffic/Orders

Create Greater Relevance via Segmentation

• Lack of relevance is #1 reason for unsubscribes

• The more that your message speaks to the needs of the recipient, the better the response

• Take the folks who Click on a particular offer and make a sub-list

All of these folks clicked-through to a particular product of interest on the site and are segmented into separate lists

Segmenting Lists

Note: 135 Clicks and 166 Click-throughs indicates multiple areas of interest

Segmenting Lists

These folks clicked-through to look at Holiday Gift Ideas are segmented into a separate list. The will receive a separate Holiday Gift Idea email.

Best Practices

Build Trust & Response

• Ask permission

• Set expectations at the point of opt-in

• Deliver on promise – “We’ll be sending you one email per month”

• Make sure all of your links work

• Maintain your list: Clean up! Delete Bounces

Best Practices

Preference Center

Privacy Policy

Build Trust & Response • Offer a Preference Center to allow them to

manage their subscription – unsubscribe & share, format Text or HTML, frequency

• Higher response rate, lower churn

• “We will never give your information to anyone else, without your permission.” + a link to your full policy on your web site

List Building & Maintenance • Position yourself where your clients are

• Segment your list based upon interest

• Preferences stated at opt-in

• Create content that matches the recipient’s preferences

• Clean up your list (Bounces & Unsubscribes)

Personalize

9 in 10 Have Unsubscribed

• According to a report from Exact Target and CoTweet – “Social Media Breakup”

• 18% of email users say they never open email from companies

• 77% of all US online consumers say they have become more cautious in the past year about giving their email addresses to companies.

Design for the Inbox • Test sample messages – small audience

• Company name in the “From”

• Add a great subject line

• use teaser HTML text and layout – not images – most are viewed in the preview pane

• place important content (offer) at the top for immediate viewing

Messaging & Campaign Design • Use “alt tags” for all images, especially in the

header – describe the image

• Use obvious links for response

• Link to privacy policy and opt-out

• Remember: only 76% of emails get delivered • Source: Lyris HQ

Best Practices

Don’t forget mobile devices • Design for the small screen

• ComScore study shows Mobile e-mail up 36% in 11/12 and web e-mail down 6%

• “Click here if you are viewing this on a mobile device”

• Consider text messages, instead Get them to opt-in to text from the email

Don’t forget mobile devices

Deliverability • Manage your online reputation

• Follow the laws and best practices

• Test for deliverability and spam filters

• ISPs watch the behavior of your recipients

• Online audit of all campaigns

Increasing Your Business w/email Marketing

• Get an account with an email service

• Upload your client email addresses

• Follow Best Practices

• Send your first email with a really good special

• Segment your list

• Rinse & Repeat!

Selling e-mail Marketing Services • Ask if your client uses email marketing

• Sign up on their web site for emails

• Find out which service (if any) they use

• Understand their objectives

• Offer to manage their email marketing

• Bill for your time

Common email Objectives-