Email & Nurture, Tips and Techniques (EMEA)
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The inbox is a cluttered war zone of mayhem. Open this, click that—how can you get your customer's attention in such a mess? Follow these slides to learn the latest tips, tricks and techniques in email marketing.
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Email & Nurture, Tips and Techniques (EMEA)
- 1. Marketo Summer Sessions Email and Nurture: Tips and Techniques July, 2015 Lorna Purcell Marketing Specialist EMEA
- 2. Housekeeping Questions Please use the chat window to ask questions during the webinar Success Kit Check your email later today to receive The Emai and Nurtrure Success Kit and webinar recording and also to sign up for more Summer Sessions. Today’s Twitter #mktgnation @marketo
- 3. • Design • Content • Nurture • Compliance Agenda
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Four Focus Areas Design Content ComplianceNurture
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Design Design Content ComplianceNurture 1. Font 2. Text Size 3. Color 4. Branding 5. Images
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 H1 – Bold, Legible and Decisive H2 – Additional Details CTA
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Desktop Mobile
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Image Alt Tags
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Image Descriptions
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 HTML vs. Text
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Design Principles Recap Design Content ComplianceNurture 1. Less is more 2. Weight the message more than the image 3. Design for how people consume
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Content Design Content ComplianceNurture
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 The Power of Personalisation
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Leverage Data
- 16. 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Send Size Source: 100s of Marketo campaigns
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Behavioural Triggers
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Great Processes for Great Content • Peer reviews • Sign Offs • Check lists • Branding guidelines Audience When you upload a list for the audience you want to send an email to make sure all names are properly capitalized Make sure you exclude bad email values from your list Make sure you reference the most up to date field created by marketing operations Content Remove B2B heavy language in favor of business type neutral language Engagement engine spelt with a little e Speak to the broader Marketing Automation Platforms and not just to software Be careful of dynamic content Creative Make sure images are border = 0 Change the description for the images in image description Campaign Make sure time is in correct region Schedule campaigns minimum an hour out so you have enough time to make any changes if necessary
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Content Recap Design Content ComplianceNurture 1. Power of Personalisation 2. Leverage Data 3. Utilise behaviours 4. Create processes
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Nurture Design Content ComplianceNurture
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 ABCDE of Building Your Own Nurturing 1. Audience – Target market, sub segment, behaviour 2. Build a Team – Who is accountable? 3. Channels – Multi-channel experience 4. Define the Experience – Story arcs 5. Evaluate – Criteria for implementing nurtures
- 25. A - Audience
- 26. B – Build a Team
- 27. C - Channels
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 D – Define the Experience
- 29. What does success look like at different time points? E - Evaluate Nurture Program One Set –Up Complete Jan Feb Apr May Jun Engagement Score = 70 4x the # of fast leads (<1 month) compared to pre-nurture 2x the # of opportunities With Optimisations, Engagement Score = 80 May 2x the # of MQLs compared to pre-nurture Example:
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Compliance Design Content ComplianceNurture
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 6 Best Practices for Email Deliverability 1. Build trust 2. Use responsible list building methods 3. Choose a solid email marketing platform 4. Manage your complaint rate 5. Monitor your reputation metrics 6. Be transparent
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Email Marketing Bootcamp Design Content ComplianceNurture • Less is more • Weight the message more than the image • Design for how people consume • Power of Personalisation • Leverage Data • Utilise behaviours • Create processes • A - Audience • B – Build a Team • C - Channels • D – Define Experience • E – Evaluate Critiera • Build Trust • Build good lists • Good vendor • Complaint Rate • Reputation Metric • Transparency
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 7/23/2015 Thank You for Attending! • Sign up for our final Summer Session webinar here: bit.ly/Marketo-SummerSessions • Sales & Marketing Alignment 28 July
Notes de l'éditeur
- Hi Everyone, My name is Lorna and I am a marketing specialist at Marketo where I run email programs as well as help run Marketo’s lead nurturing engine. Today my goal is to provide you with some helpful tips, tools and examples of how you can not only improve your email campaigns, but also effectively use them in nurture to engage your prospects.
- If you’ve been following our summer session series, we’ve discussed the first stage of the funnel, which starts with attracting leads. In this summer session, we are going to focus on the middle of the funnel and provide you with practical frameworks and exercises to help you better engage your audience using email and lead nurturing.
- I’m going to break down lead engagement into 4 manageable focus areas for us to work through. In regards to design, we will go through the basics of what to consider when it comes to well designed emails, then in the content section we will go through the processes of producing great content and subject lines. Third, we will go through the ABCDE’s of things to consider when building your nurture programs and then we will end with resources to help you improve your deliverability metric.
- So let’s begin with design, which really come down to the following five basic things. Font, Text Size, Color, Branding and Images and when it comes to email design less is always more.
- Because you have a very limited space to work with when it comes to email design it’s incredibly important to make sure your visual message, which consists of image and text, is incredibly clear and concise. To do this make sure that your H1 is bold, legible and decisive. Your H2 is where you can add in pertinent details such as date or location. Balance your text with your image in a way that makes your message pop out more than the image itself. The banner of an email is about attracting a person’s attention to have them want to read the body of the email, but at the end of the day its also about getting them to do the required action you want so including a clear CTA can help that desired behavior.
- Something to take into consideration is that people consume your design on different browsers and now on different screens. Making sure that your email is responsive on a mobile phone is incredibly important in making sure your emails are well-designed. In this case you have even less space to work with so get straight to the point by keeping images to a minimum and make the CTA even more clear.
- The image alt tag is also an important element of the email that you shouldn’t over look and is often forgotten – it’s a second chance to promote information in your email. As you can see, the top version was an email sent without any alt tags, and the one below it has the call to action: Download the Social Media Tactical plan, which you can update in the image description.
- Image descriptions are also important when the image view is disabled or turned off. Even though the image is what you hope someone sees that’s not always necessarily the case and so make sure at least there are image descriptions for someone to read.
- Lastly is HTML vs Text. People forget that not everyone consumes an HTML email and they forget to update the text version of that email which can often make it very messy and very difficult to read. People view on mobile vs computer, they view with images and with alt tags, and they also view HTML vs Text so make sure to update the text to look well formatted. 4:20 Minutes
- To recap - the rules of email design come down to the following three: Less is always more Weight the message more than the image Design for how people consume your emails - for example mobile vs desktop, text vs HTML, and images on vs images off
- Now that we’ve discussed design, let’s move on to helping you improve your content and subject lines
- The first part of great content is making it personal. I always think Netflix do a really great job of this. They personalise the subject lines by using your name, but they also personalise the email by recommending shows and movies that you may be interested in. Using personalization of name or company tokens can help you increase your open rates. The power of personalisation comes from the accuracy of your data, so if you have the data make sure you are leveraging it to help capture people’s attention.
- A great example of a company leveraging data is Fitbit. Every week I receive an email that lets me know how many steps I’ve taken and my total distance covered. They are doing a good job of storing my active data and feeding it back to me in my emails. Add in firmagraphic and demographic data to make your messages even more powerful. By segmenting effectively, you can create targeted emails that result in higher engagement. E.g. a group organized walk or fun run in Dublin.
- This idea of effective segmentation as a way to improve your content is further bolstered by this graph. What you see here is that there is a direct correlation between the size of the send and engagement. The engagement score here is the combination of open rates, click through rates, and click to opens. More to the point, smaller sends are typically more engaging than large ones.
- Aside from Personalisation - Behaviour is an important element to designing successful email campaigns that attract attention. Companies are getting very sophisticated in how they listen for action on a website and then follow up with a relevant email later. This study from MarketingSherpa shows that being relevant and engaging with your audience requires sophisticated targeting that combines online body language (like website traffic and browsing behaviour) with lifestyle and demographic data or (personas) When behavioral cues are not used, email can be experienced as an interruption.
- These emails from Headspace are a perfect example of listening for action on a website/in an app and responding with a relevant and timely offer. In this case, I had been using their “take 10” free trial. Clearly Headspace is using an active trigger campaign that probably looks at the length of time someone spends or when the trial is complete, and then sends an email to remind them of the subscription off the next day. It’s important for companies to keep their audience engaged even after they display just slight interest.
- In regards to how you can apply this to your own company, when someone downloads (B2B SMB) one of your assets you can set up a trigger campaign that identifies that behavior and maybe recommends a similar piece of content they may be interested in. In this example when people visit our website we send them an email of the top 10 sights people visit to make sure they were able to find what they were looking for
- Another great way to keep your content at a high standard is to implement peer reviews. At Marketo all of our work is actually reviewed by a peer before being sent to a manager for sign off. This provides a feedback mechanism to your work that can allow you to improve your content and take another reader’s perspective into the mix. Also developing your own email marketing check list is important. In it you can include company best practices that make your emails consistent and on brand. Here are just a few examples of check list items we have at Marketo broken down by different categories. As humans we are incredibly prone to errors and the errors we make tend to always be the same ones so in your checklist include biases you have in your writing or mistakes you’ve made in the past so that you can catch them early.
- To recap: Follow these 4 principles for creating great email content Personalised emails allow for higher engagement Leverage data to be more effective Utilise behaviors for your campaigns And create processes that create great content 9:15
- The third area we are going to focus on is nurture. Nurture - is the automation of email communications over a long period of time. It is the process of building effective relationships with potential customers throughout the buying journey, across multiple channels and touch points
- The reason to consider nurture as a part of the way you send emails is because if we look at this compiled data of emails sent at Marketo, what we notice is that when you just send a regular email by itself, indicated by the blue line, the avg click rate and the avg click to open rates are incredibly low. The best performing emails are the ones that are in a nurture and of course the ones that are triggered by a behaviour. So what actually makes an email in nurture so much more effective than a regular batch and blast email? The answer is the nurturing is about having a conversation with your audience, whereas batch emails are just sending emails to an audience regardless of who they are and the behaviours they exhibit
- So how you do think about building your own nurture or improving what you have? Here are the ABCDE’s to help you think through your nurturing campaigns. Everything begins with the audience you want to communicate with. Then you need to make sure you have the resources to build the nurtures that you want. Nurture is not just email, but it’s the integration of all your different channels. Once you have all these things it’s time to define what experience you want your target market to have and then evaluate what are your success criteria are.
- The first question you should always ask yourself is WHO you should nurture. It is important to get buy- in from stakeholders and understand where there are opportunities. Bring together your key stakeholders and define exactly who it is you should be marketing to. What data fields do you need, what minimum requirements do they need to meet in order to be a part of the target market. An email best practice tip is to have your marketing operations team build an approved set of mutually and non mutually exclusive segmentations that are easily referenceable. This will greatly help in minimising issues you have when sending emails.
- On some marketing teams, all lead nurturing is managed by one person. In other organisations, it is divided amongst several people. The key thing to remember is lead nurturing is really a co-existence of two opposing variables: creativity and logic. It’s both an art and a science. Your nurture team needs to produce compelling content, but it also needs to perform complex marketing operations. So consider hiring for the following 2 roles Nurture content manager Nurture operations manager
- C is for Channels and in particular the multi-channel experience For nurture to be effective, you have to think outside of just email. It is most effective when it is aligned to buyer behaviour and their communication preferences.
- Now that you’ve got your team together, you’ve defined your target market, you’re able to properly identify and qualify them, its time to think of the story you want to tell them. The best way to do this is to determine how many emails you want to nurture a particular audience with. Let’s go with 10. The first 2-4 emails tend to be the most important because they either capture the attention of your audience, or they are the ones that people unsubscribe from. This is where you should place your best performing emails. Once a person has unsubscribed from your emails, there goes your ability to tell someone a holistic story about your company. At Marketo our philosophy is to always start with light and engaging content like infographics or videos, and then move on to meatier pieces of content like eBooks or definitive guides. Finally you can include some product promotions, but do them carefully, sparsely and intermittently. You don’t want people to feel sold to and unsubscribe from your content. Nurture is all about engaging with people over a long period of time. At Marketo we have a rule of thumb called the 4-11 rule. For every four entertainment pieces, we send 1 soft promotion like a research report (Gartner or Forrester report - independent) and 1 hard promotion like attend a demo or visit a pricing page (Marketo centric). Also be conscious that even though you create a story arc of emails 1 through 10, doesn’t mean that a person will read and receive all of them. Maybe a mix of all.
- It is very important before you even start on any nurturing project to make sure that the team is aligned on objectives and outcomes. Evaluate what does success actually look like. 18 Minutes
- Now last but not least is Email Compliance
- Your reputation as a sender is crucial. Email deliverability is more and more about your reputation as a sender and less about the actual content of your emails. Be sure to follow this proactive checklist to give your emails the best chance of hitting the inbox: 1) Give your subscribers a good reason to opt in and once they have opted inset clear expectations about what’s to come. (this is how you build trust). 2) Verify all new email addresses before sending your messages, and regularly scrub your contact lists to remove inactive addresses. 3) Make sure the vendor you choose is sophisticated enough to handle bounce codes, feedback loops, and connection optimisation. 4) If your email marketing service warns you that you have complaints made against you are high, please take the warning seriously. 5) Get your email reputation score to learn what you need to change about your program in order to improve your reputation and your things like your inbox placement rates. 6) Let your subscribers and potential subscribers know how you’re doing when it comes to things like complaint rates, bounces rates, and your Sender Score rank.
- And that wraps up our email marketing and lead nurturing summer session. This is an overview slide of everything we discuss nicely put into one slide
- And if you would like to improve more of your marketing our next and final Summer Session will be on Sales & Marketing Alignment on July 28 which you can sign up for here.