1. Developing Email Campaigns that
Educate and Convert
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#ActOnSW
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2. Today’s Presenters
Ryan Goodin Janelle Johnson
Owner, Diligent Brands Director, Demand Gen, Act-On Software
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3. Old Habits Die Hard
• Subscriber lists
• Timelines
• HTML-heavy
• Impersonal
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4. The Evolution
• Intelligent segmenting
• Understand prospect, develop profile
• Addressing specific needs
• Leveraging new technology
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5. B2B Consumers
• Self-educators
• Ease-of-access
• Abundant information
• Social networks
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6. Drip Email Marketing
• Educating over time
• Subtle promotion
• Developing rapport
• Demonstrate expertise
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7. Personalization: Things to Avoid
• Huge lists
• Poor targeting
• Company-centric
• Watered down
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8. Personalization: Define Your Audience
• Responsibilities?
• Role?
• Challenges?
• Solutions?
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9. Personalization: Define Your Audience
• List development
• Who you target
• What message to deliver
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10. Personalization: Segmenting
• Good: Manufacturers in the Midwest
• Better: CEO’s, Presidents, Owners of manufacturers in the
Midwest
• Best: CEO’s, Presidents, Owners of manufacturers with
$10MM-$50MM in revenue, within 50 square miles of
downtown Chicago
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11. Segmentation Made Easy
• Combine profile attributes
• With specific observed
behaviors
• And within a specified
time frame
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12. Personalization: Segmenting
• Right information, right person, right time
• Personal rapport
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13. Crafting the Message: Series of Emails
• Establish key ideas / educate
• Evaluate progress
• Maintain contact
35-50% of sales go to the
vendor that responds first
(Source: InsideSales.com)
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14. Email Elements
• From address
• Subject line
• Greeting
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15. Email Elements
• From address
• Subject line
• Greeting
• Introduction
• Closing
• Signature
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16. The Traditional Sales Letter
• Canned intro
• All about us
• Lengthy content
• Don’t do it!
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17. The Modern Email Communication
• To the point
• Engaging
• Understanding
• Bullets
• Call to action
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18. Mapping Content to Your Audience
• Role
• Decision makers – binary role, rely on management to influence the decision
• Influencers – research role, get their hands dirty with the details
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19. In Action: Dynamic Email Content
• Targeted
• Personal
• Effective
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20. Content Development
• Publishing
• Content recycling
• Articles / blog posts
• Whitepapers
• Case studies
• Videos
• Webinars
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21. Content Development: What to Write About
• Economic conditions, how you fit in
• Value proposition
• What you bring to the table
• Experience
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22. Content Development: Production
• Webinars – interview key contacts
• Video – product features
• Articles – stepped process
• Guest contributor
• Article summary
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23. Marketing Automation
• Deliver a series of emails
• Automated campaigns
• Data gathering forms
• List management / segmenting
• Sales intervention
• Lead scoring
• CRM integration
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24. Example: Lead Scoring
• Status Category Excellent Okay Bad
• Small software company Job Title IT Director 5 System
Administrator 3 Sales
Engineer -4
• Two locations – U.S. and Asia Location of United 5 Hong Kong 4 Romania -5
Headquarters States
• Growing globally Company > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Size
• Target Industry
Information
Technology 5 Computer
Software 4 Automotive -5
•
Services
Large budget prospects Budget > 50,000 4 10,000 - 3 < 10,000 -2
50,000
Implicit Online Behavior Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5
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25. Delivery: Timing
• Time of day
• Day of week
• Time between emails
• Duration
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26. Delivery: Basics
• Spam triggers in subject line
• No attachments
• Limit images
• Multiple contacts, same company
• SPAM compliance
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27. Links
• Anchor text with call to action
• Location / placement
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28. Links
• Navigation and reporting
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29. Message Testing
• Links
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30. Message Testing
• Split lists
• Timing
• Frequency
• Subject lines
• Content
• Link verbiage
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31. Track all Activities
• Test multiple variables • Measure effectiveness
• Day/Time , Subject, Format • Opens, Clicks, Opt-outs
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32. In Closing
• Understand your audience
• Educate, fulfill a need
• Build credibility
• Develop rapport
• Right place, right time
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33. Contacts
• Ryan Goodin @ Diligent Brands
773.203.0743 | ryan@diligentbrands.com | diligentbrands.com
• Janelle Johnson @ Act-On Software
877.530.1555 | janelle.johnson@act-on.com | act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW

34. Next Steps
• Visit Act-On’s booth
• Sign up for a demo: act-on.com
• Get in touch
Call our hotline at: 877.530.1555
Email us: sales@act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW