SalesFUSION Webinar
The B2B email marketing class
SalesFUSION is the #1 platform for improving how companies attract, engage and close new customers. Sales and
Marketing Professionals worldwide use SalesFUSION to optimize the lead to revenue life cycle, by adding efficiency,
scalability and predictability to each step of the process. Through innovation and unparalleled service, SalesFUSION is revolutionizing the way that businesses acquire new
revenue.
Who is SalesFUSION?
About SalesFUSION
• Pioneer in lead to revenue management - the only MA platform built on a CRM database
• The best marketing automation platform in the industry for integrating marketing to sales
• 450+ Clients in 22 countries
• Known for unique approach to client services & training
• All-in-one approach to marketing platform
Today’s Session Agenda
• Trends in B2B Email Marketing
• Email Marketing – Back to Basics
• The content conundrum
• The 4 types of email campaigns
• Email marketing in marketing automation
• Beyond CTR – metrics that really matter
The state of email marketing
• 92% of online adults use email—61% on a daily basis, according to Pew Internet Project research.
• • Attitudes toward email marketing have improved, according to a Forrester Research study, which found that fewer consumers are deleting email marketing messages without reading them (59% in 2010 vs. 63% in 2008 vs. 73% in 2006).
• • A whopping 74% of online adults prefer to receive corporate communications via email instead of social media, direct mail, text messaging, or phone, according to research by Merkle (PDF).
• • Email and search marketing retain the greatest influence on consumers’ online buying behaviors, according to a study by Forrester Research and GSI Commerce.
• • 89.2% of marketing managers say email remains as important or more important to their overall marketing strategy compared with two years ago, according to an EmailVision study.
• • For 2012, more business leaders plan to increase spend on email marketing than any other channel, according to a study by StrongMail and Zoomerang.
Interesting statistics for discussion
Fully 75% of brands that use automated, event-triggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey.
Source - MarketingProfs
Appliance-level SPAM filters (Postini, Barracuda…etc) will almost immediately interpret “sent by vendor” domains as Spam and will drop them in a junkmail folder
Rapid migration away from low-end email blast tools to nurture-style campaigns The Cheap Email Effect = Fatigued Inbox & Overworked Spam
Filters lead to weak messages/campaigns Focus on delivering content and value in email Multi-step campaigns designed to “Hold the Reader’s Attention” Integrated with CRM Part of a larger communication strategy Messaging is moving away from “buy me now”….to “I want to teach
you first…and sell you when you’re ready”
What’s Hot
Single biggest driver of open ratesKeep simple, honest and compelling45-65 characters maxAvoid obvious issues – Free, Offer, Expire – or adjectives that are over the top (Massive, huge)Avoid Characters in subject lines *&%$@!
In the junk folder because of the subject lineIn the junk folder because of the subject line
Back to Basics - Subject Lines
B2B deliverability is based on your ability to get through Appliance-level filters – Postini, Barracuda…etc.
Black Listing is not as applicable in B2B – more relevant for public ISP – AOL, GMAIL….etc.
“Sent on behalf of” email domain is a spam filter death sentence Once a filter flags an ESP like this as spam….anyone hitting that
filter…even from a different company could be grey-listed automatically y the filter….
This is the Cheap Email Effect
Spam Filters
The Cheap Email Effect
ABC, Inc.
Co
rpora
te S
pa
m F
ilter
1 Company uses email tool
Saturates persons at Company ABC, Inc. with email with ESP domain
Person flags ESP domain as spam
All other companies using ESP – marketing to ABC, Inc. no longer get through
Requirements of the CAN-SPAM Act
There must be a clear and conspicuous remove function available to the recipient for 30 days after the email was sent. This is also known as an “Opt Out” function.
Implement opt-out requests within 10 business days. Opt-outs must be communicated to all customer contact points within your company, added to your suppression lists
Provide a valid physical postal address of the sender so that potential clients or prospects can mail you their request for opting out. The law requires just a postal address.
The CAN-SPAM Act requires that you clearly “label” your email as an advertisement. This is not required for those who have already opted in to receive information from your company. This requirement is for those non-opted-in clients and for all prospect emailing campaigns.
You must use a valid sender or header information. The CAN-SPAM Act requires that both of these fields are not misleading or false in any way.
You must use valid subject information. the Subject line must reflect the intent of the e-mail message and not be misleading in any way.
What is Spam
Be relevant – deliver the right content to the right people Always lead with educational content Always ask if you can send more Create opt-ins on everything (forms, blogs, emails…etc.) Build long-term trust in your house file
Avoiding the Spam Moniker
Image sizing – know the size of the image you are replacing – re-size your image before loading into the editor
Adding new content – should be done via adding tables within tables
Get 1-4 good templates created and re-use Settle on a standard banner
Working with HTML templates
Main image banner – top Main text/message body – left Images/call to action right Use summary/bullet points Shoot for attention span of @
25-35 seconds Think AdWords landing page
design Images on right because of
outlook preview pane
Design
Email should be designed with Outlook preview pane in mind
Unsubscribe comes through VERY nicely though???
Emails that are image heavy on left don’t look good in preview mode
Too many images may scare people into not opening
This text should have rendered in the preview pane
Design
Use a quality Spam rule checking solution against your finished HTML Review rules on the open-source SpamAssassin Test against multiple email clients – but stay focused on Outlook Have an internal seed list – 3-4 people – to give an email sanity check For larger volume campaigns – consider an A/B Test against subject
lines at a minimum
Testing
There can be only one Limit/eliminate links to your website in emails Use big buttons – include text link underneath For assets like white papers – use thumbnail images Assets don’t necessarily require forms if you have the click metrics If using forms for assets like white papers – use trigger emails to fulfill
Call to action
Social has not killed email
Don’t believe the hype
Content-driven Responsive – to behavior, demographics Moving away from traditional load and blast to nurture-style Smaller segments – more targeted content Automated – respond to a trigger, event, change Involve sales in the campaign flow
B2B Email marketing campaigns
Nearly one-half of consumers (46%) unsubscribe from email when they feel it isn’t relevant to them, according to a study from the CMO Council and InfoPrint Solutions. In addition, 22% have quit purchasing from companies that send them irrelevant email, while another 41% would consider doing the same. (Source – MarketingProfs)
Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment.
Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar Date”
Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email
Nurture – Combination of marketing & sales actions tied to a fully-automated communication stream designed to deliver relevant content to dynamic segments/groups
Most common b2b email campaigns
Flexible – can trigger off of an action (explicit/implicit), data value change, lead score value
Higher open rates – up to 60% in some cases Content hogs – automated, triggered, multi-step campaigns devour
content at an alarming rate….are you ready for that?
The effects of triggered email
Fully 75% of brands that use automated, event-triggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey.
Multi-step, content-drive campaigns consume massive amounts of….content!
White papers, webinars, eBooks, Blogs, Articles, case studies, infographics
Build, buy or both? Content strategy before campaign execution
The content conundrum
Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email
Some report open rates as much as 70% higher than broadcast email
Next generation email uses cookies to identify web visitors Follows behavior from click through to web visit to post campaign web
visits Metrics gathered are much more valuable than traditional email data Data is presented to sales inside of CRM Alerts are triggered when targeted activity occurs
Email to web
Moving from Blast to Nurture campaigns1.Develop your content map2.Develop your segments (existing and new)\3.Develop your content funnel4.Develop outbound and inbound variants 5.Establish your rules for sales engagement
Getting started
Content Funnel
Highest impact and value – webinars, research – why we are experts
Customer success – why we can help
Product information – why you should buy from us
Request to engage with sales – let us show you how and why
Sketch it out
First TouchDemandMetric WP
Second TouchOn-Demand Webinar
Third TouchMS CRM Case Study
Subject Swap 1DemandMetric WP2-days
Subject Swap 2DemandMetric WP3 days
Subject Swap 1On Demand Webinar2-days
Subject Swap 1MS CRM Case Study2-days
Fourth TouchProduct Data Sheet
Fifth TouchSign up for Demo
How does someone enter a campaign flow At what point do we take out or re-direct? At what stage does sales get alerted How long should the flow last? What KPI’s are in place to measure effectiveness Can individual assets be reported on for effectiveness How can you add new assets to an existing flow?
Establish enrollment rules
Demonstration of SalesFUSION
Thank You! Q&A Visit us online Schedule a live one/one demonstration www.salesfusion.com
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