Mastering email marketing with Marqui

04/12/2023 www.marqui.com

Mastering email marketing with Marqui

Customer success webinar:

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04/12/2023 www.marqui.com 2

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Introducing our presenters


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


Just send a quick email blast…


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


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


“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


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



Create new group for segmentation

Define group rules to segment


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?


Assume preview panes are standard for B2B


Images on and off


Simple vs. complex templates


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


Create email activity


Create email activity – select group


Create email activity – goal tracking


Create email activity - personalize


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)


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


Good example of a landing page


Create email activity – adding a landing page


Using Google Website Optimizer to test landing pages


Using GWO to test landing page effectiveness


Measure and Improve with Analytics

• Sent vs Read• Hard vs Soft Bounces• Clickthroughs vs Conversions• Return on Marketing Investment


Getting to the next level


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]

[email protected]


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Mastering email marketing with Marqui

Business

Transcript of Mastering email marketing with Marqui