Date post: | 12-May-2015 |
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04/12/2023 www.marqui.com
Mastering email marketing with Marqui
Customer success webinar:
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Type your questions for us into the box at the bottom and press Send
Introducing our presenters
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Richard Sharp, VP Marketing
Ryan Stocker, VP Product
Agenda
1. Email campaign process
2. List building and segmentation
3. Hitting the mark and the inbox
4. Call-to-actions and landing pages
5. Understanding email analytics
6. Getting to the next level
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Just send a quick email blast…
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Segmented list
EmailCampaignconcept
Action
What makes a good email campaign concept?
• Know your customer– What do they care about?– What is their preferred style of communication?– What kind of information do they trust?
• Action oriented– Ideally should allow you to infer something useful
• Trend away from newsletters to targeted communications– Brief communications with one theme– Beware of list fatigue– Aim to build trust– Measurable outcome
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Building a list based on permission
• Always be building your house list– Website form fills– Old / disqualified leads– Lost opportunities– Old trade show contacts– Existing customers
• Encourage word of mouth• Co-marketing opportunities
– Customers– Partners
• Telemarketing should get permission as a baseline
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“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
– Seth Godin
CRM import synchronization
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Build a segmented group
• Segmentation is win – win– Helps you be relavent– Avoids list fatigue– Better long-term results
• Dynamic groups vs. static groups• Segmentation ideas
– Geographic– Industry– Role / function– Funnel stage– Stuck leads– Area of interest
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Create new group for segmentation
Define group rules to segment
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Define group rules to segment
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Creating the email - getting the template right
• Simple template design• Consider most emails are read in a preview pane
– Less than 600 pixels
• Is it consistent with your brand?• How does it look without graphics?• Text / HTML / multi-part• How does it look on mobile devices?• Are you CAN-SPAM compliant?
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Assume preview panes are standard for B2B
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Images on and off
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Simple vs. complex templates
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Tips for email content
• Descriptive sender name and email address• Compelling subject lines• Skimmable copy• Be direct and use plain language• Clear call-to-action• Test on multiple email clients
– Outlook– Gmail– Yahoo / Hotmail
• Have somebody else read it and then test again
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Create email activity
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Create email activity – select group
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Create email activity – goal tracking
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Create email activity – goal tracking
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Create email activity - personalize
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Getting into the inbox
• Email deliverability– More to delivering an email than you think– White listing / Paced delivery– Sender Policy Framework (SPF) compliant– Domain Keys– Bounce and read tracking
• Avoiding spam filters– Don’t leave subject blank– Avoid exclamation marks!!!!!!– AVOID ALL CAPS– Avoid image-only emails– Too many outbound links– Corporate spam tools (http://spamassassin.apache.org/tests_3_2_x.html)
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Calls-to-action & landing pages
• One call-to-action– Several times is okay– Logical next step from message– Hyperlink with tracking– Spell out URL in plain text version
• Simple landing pages– Make sure it’s consistent with the email– Don’t distract from the goal– Keep forms fields to a minimum– Set up a goal page– People like pictures, especially of people– Test landing page variations
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Good example of a landing page
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Create email activity – adding a landing page
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Using Google Website Optimizer to test landing pages
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Using GWO to test landing page effectiveness
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Measure and Improve with Analytics
• Sent vs Read• Hard vs Soft Bounces• Clickthroughs vs Conversions• Return on Marketing Investment
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Getting to the next level
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1. Learn from what works and what doesn’t
2. Create a new segment based on read / click / convert
3. Stay front of mind with an automated drip campaign
4. Nurture leads with triggered emails and lead scoring
Questions?
Richard Sharp, VP Marketing [email protected]
Ryan Stocker, VP [email protected]
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