Presentation by Adam Q. Holden-Bache to BMA Carolinas on October 15, 2015. Content from Adam's book "How to Win at B2B Email Marketing, A Guide to Achieving Success". Web site at http://b2bemailmarketingbook.com.

1. Adam Q. Holden-Bache @adamholdenbache

2. • Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”

3. b2bemailmarketingbook.com

13. BRING
OUT
YOUR
DEAD!

14. BRING
OUT
YOUR
DEAD!
BUT
I’M
NOT
DEAD
YET

16. Emails are sent every minute

18. The average U.S. worker spends
of their time
reading and answering emails

20. There are
emails sent to the
average worker each year

26. • Increase revenue/sales
WHAT IS YOUR
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention

28. • IMPLEMENT TRACKING
GET RESULTS THAT MATTER
• MEASURE SUCCESS
• IDENTIFY POINTS OF FAILURE AND CHANGE THEM
• UNDERSTAND HOW RESULTS CAN BE ANALYZED TO
DETERMINE ROI

29. CONSTANTLY ESTABLISH AND REFINE
BENCHMARKS AND TRY TO IMPROVE
THEM FOR EVERY CAMPAIGN

31. • Financially driven buyer
2 types of business buyers
• solutions-focused buyer

32. • Existing Customers
Who is your audience?
• Prospects
• Leads
• colleagues
• competition
• Media

35. 68% rate email as “Good” or
“Excellent” at generating ROI
Most marketers allocate Less
than 25% of their budget to email
BUT…

37. YOUR EMAIL MARKETING EFFORTS

38. INCREASING EMAIL LIST SIZE SHOULD
BE A TOP PRIORITY FOR B2B Marketers

40. Attract the audience you desire

41. 1. Provide Value
2. Disclose Frequency
3. Give the Subscriber control
4. Ensure Privacy
THE OPT-IN PROPOSITION

44. 1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS
3. OFFLINE EVENTS
4. ONLINe EVENTS
5. REGISTRATIONS
FOR DOWNLOADS
6. Point of Sale
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps and
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile text
subscriptions
18. Blog

48. Allow users to manage their data
Through preference centers

50. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST

52. EMAIL IS EXPERIENCED IN STAGES

53. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES

54. STAGE 1: The INBOX
GOAL:
GET THE RECIPIENT TO OPEN

55. FROM NAME
• business name or personal name? Test it.
• don’t exceed 23 characters
• be consistent with from name
• be consistent with from email

56. SUBJECT LINE
• PUT THE MAIN POINT FIRST
• CREATE INTEREST
• CREATE URGENCY
• ADDRESS QUESTIONS/CONCERNS
• BEWARE PERSONALIZATION

57. • PROVIDE A CALL TO ACTION
The PREHEADER
• GENERATE INTEREST
• SUMMARIZE
• ALWAYS SUPPORT THE SUBJECT LINE

58. THE PREHEADER

59. THE PREHEADER

60. THE PREHEADER (WHAT NOT TO DO)

61. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY

62. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

63. • DON’T SELL, EDUCATE
HOW DO YOU GET THE CLICK?
• SOLVE A PROBLEM
• SAVE, SAVE, SAVE
• ENTERTAIN

64. Subscribers respond POSITIVELY
to messages that
inform and educate

66. COPYWRITING
• Talk to your Customers, Not at Them
• Start with the benefit
• Be Helpful
• Lead the Recipient towards a Decision
• Make it long enough, but no longer

67. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE Headers & Subheaders
• Break Apart The Copy
• Use Bullets & Lists
• Use Bold, Italics & Font Size Variations
• Use Color & Whitespace

68. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

70. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION

72. STAGE 3: The WEB Site/Landing page
GOAL: GET THE CONVERSION

73. STAGE 3: The WEB Site/Landing page

76. OF SMARTPHONE OWNERS
USE IT TO READ EMAIL
(THAT’s more than use it to make phone calls)

80. will delete an email That doesn’t
display correctly in a mobile inbox

81. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content

83. RESPONSIVE EMAILS Will detect a reader’s
Screen size and adapt their layout to optimize
The viewing experience.
RESPONSIVE DESIGN

84. < DEsktop
Mobile >

85. < DEsktop
Mobile >

87. Relevance = REsults

88. ACHIEVE RELEVANCE THROUGH
SEGMENTATION &
PERSONALIZATION

89. Personalized emails will improve:
EMAIL PERSONALIZATION
• Open Rates 26%
• Click-through Rates 14%
• Conversion Rates 10%

90. EMAIL PERSONALIZATION OPTIONS:
1. SUBJECT LINE
2. MESSAGE BODY COPY
3. IMAGES
4. DESIGN & LAYOUT
5. Content

91. LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT
2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. VIC’S
8. User History
9. Job Role/Title/Position
10. Size of Business
11. Acquired Data
12. Lead Source

95. Testing is your secret to
success

96. ALWAYS APPROACH TESTING
WITH A GOAL IN MIND

97. What do you test?
• Subject line
• Message
• Layout and Images
• Call to action
• Time of delivery

98. • A/B Testing
Two types of Testing
• MultiVariate Testing

100. Increasing Opens & Clicks
should be secondary to
increasing conversions

102. How to improve ROI
1. Know the value of your goals
2. Design campaigns to be measurable
3. Test and analyze results
4. Focus on decisions that improve ROI

104. DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized

107. Audio & Video

108. FULLY
PERSONALIZED
EMAILS

109. IN-EMAIL Transactions

110. IN-EMAIL
Payments

111. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• DRIVE TO CONVERSION ( Open -> click -> CONVERT)
• optimize for mobile
• Deliver relevance
• testing is your key to success

113. b2bemailmarketingbook.com

114. Adam Q. Holden-Bache
adam@B2bMarketingbook.com
@adamholdenbache
@B2bemailbook