This covers best practices for maximum deliverability, how to integrate automation into everyday email marketing, personalizing email delivery based on buyer behavior and email enhancement and much more.
5. Today buyers are making their decisions by doing research online.
In fact, 61 percent of buyers will use search engines to research products
online. But even the most qualified of those buyers are not making a
purchase immediately — 50 percent of qualified leads who visit your
site are not ready to buy.
THE NEED FOR EMAIL
61% 50%Of buyers will use search
engines to research
products online
Of qualified leads who visit
your site are not ready to
buy
6. Email customers have 12% higher value
than social media customers. (Custora)
Almost 1/3 of repeat customers are
initiated by email (Forrester)
There are 3 times as many email accounts than there
are Facebook and Twitter accounts combined!
(SmarterTools)
EMAIL - ALIVE AND WELL
12%HV
EMAILSM
7. Can be difficult to obtain email
addresses from existing customers
and website visitors.
Mail must be delivered to the inbox
and read by the user in order to be
effective, which depends on
deliverability and relevancy.
Emails change often–up to 25% of
your list churns each year.
EMAIL CHALLENGES
9. EMAIL MARKETING SUCCESS
Starts with growing your list.
Ask for email addresses at
every touch point
Provide valuable and relevant
content
Make it easy
10. LIST GROWTH WITH
TOWERDATA EMAIL APPEND
Match existing postal customers
with opt-in email database
Obtain email addresses for 15%
(B2B) to 25% (B2C) on average
Permission request email sent
Results within 14 days
13. Bounce Rate
Complaint Rate
Spam Trap Hits
EMAIL DELIVERABILITY
DEPENDS ON YOUR EMAIL
REPUTATION
14. STEP 1
EMAIL DELIVERABILITY SUCCESS
Set Expectations
Inform subscribers of content and
frequency
Collect opt-in emails
Product-centric vs. educational emails
15. STEP 2
EMAIL DELIVERABILITY SUCCESS
Clean Your List
Validate & correct old and
incoming email addresses
Block spam traps and
fraudulent addresses
Update out-of-date emails
Purge the zombies!
16. Establish feedback loops
Enable authentication
Warm up new IP addresses
Use different IPs for distinct types of messages
STEP 3
EMAIL DELIVERABILITY SUCCESS
Use the Right Infrastructure
17. STEP 4
EMAIL DELIVERABILITY SUCCESS
Mail Consistently
Mail new subscribers
immediately
Establish a schedule of
regular mailings
Utilize automation
19. TOWERDATA LIST CLEANING
FOR GUITAR CENTER
Guitar Center Challenges
List of 3.5 million emails
Deliverability issues
Increase revenue by obtaining
more addresses
20. TOWERDATA LIST CLEANING
FOR GUITAR CENTER
Identified over 90% of bad emails
Corrected or replaced 13% of their
invalids
Detailed and transparent
reporting–over 30 different codes
Improved inbox delivery
21. BENEFITS OF GOOD
EMAIL DELIVERABILITY
Higher open rates
Higher click and
response rates
Fewer unsubscribes
Increased revenues
23. Email and Beyond –
It starts with traffic and
leads created by content
AUTOMATION
TECHNOLOGY
24. Delivering the right type of
content to the right people,
at the right time.
And Automate this process
using multiple forms of
communications including
email.
MARKETING AUTOMATION
What is it?
25. This is the Demand
Generation that creates
Marketing Qualified Leads
in your sales funnel
LEAD
NURTURING
26. Some aren’t ready to buy…
And some aren’t sure if they
want to buy from you…
SALES FUNNEL
STAGES
27. In past what did we do?
We called them all!
This cost a lot of $$
CREATE
EFFICIENCIES
29. Companies that automate
lead management see a
10% OR GREATER
INCREASE IN REVENUE
in 6-9 months (Gartner Research)
“
30. AUTOMATED WORKFLOW
CHECKLIST
Steps should flow
Delivery schedule should
make sense for audience
and sales cycle
Personalization and
Segmentation
32. Append demographics to your email list
to quickly enable personalization and
improved targeting.
Identify the subscribers that are most
likely to respond to an offer and the
inactives that can be safely removed
from your list.
PERSONALIZE WITH
TOWERDATA EMAIL INTELLIGENCE
39. Acquiring email addresses
Achieving good deliverability
Automating for maximum results
Delivering relevant and
personalized content
THE COMPLETE
BUYERS JOURNEY