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How to Win at B2B Email Marketing

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Presentation by Adam Q. Holden-Bache for the Association of National Advertisers (ANA) B2B Committee meeting on 2/23/16

Publié dans : Marketing

How to Win at B2B Email Marketing

  1. 1. Adam Q. Holden-Bache @adamholdenbache
  2. 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. 3. b2bemailmarketingbook.com
  4. 4. 2015 MarCom Gold Award 2016 Axiom Business Books Gold Award
  5. 5. TAKEAWAY TIP
  6. 6. @b2bemailbook @adamholdenbache
  7. 7. BRING  OUT   YOUR   DEAD!  
  8. 8. BRING  OUT   YOUR   DEAD!   BUT  I’M   NOT   DEAD  YET  
  9. 9. Emails are sent every minute
  10. 10. The average U.S. worker spends of their time reading and answering emails
  11. 11. • IT’S UBIQUITOUS WHY IS EMAIL STILL DOMINANT?   • PEOPLE CHECK IT Frequently & Respond • It’s Fast & Measurable • It’s Cost Effective • It’s Own-able • It has a high Return on INvestment
  12. 12.  
  13. 13.  
  14. 14. • Increase revenue/sales What is Your   • Generate leads • Reduce acquisition cost • Improve conversion rates • Increase retention • SHORTEN SALES CYCLE
  15. 15. • HIGH DELIVERY RATE SUCCESS   • HIGH CLICK-THROUGH RATE • LOW SPAM COMPLAINTS • HIGH OPEN RATE • LOW Unsubscribe Rate • Increased shares, forwards, web site visits
  16. 16. • Generating and Nuturing Leads: 78% B2B Marketers Goals:   • Enhancing/Building Brand: 68% • Driving Sales: 59% • Strengthening Thought Leadership: 52%
  17. 17. CONSTANTLY ESTABLISH AND REFINE BENCHMARKS AND TRY TO IMPROVE THEM FOR EVERY CAMPAIGN  
  18. 18. • Customers Who is your audience?   • Clients • Colleagues • Competition • Prospects • Media
  19. 19.  
  20. 20. • Who are you sending to? Questions to ask:   • WhY are you sending the message? • WHAT DO THEY WANT? • WHEN & WHERE Should they receive it? • WHAT WILL MAKE THEM CONVERT? • How will you measure success?
  21. 21. 68% rate email as “Good” or “Excellent” at generating ROI   Most marketers allocate Less than 25% of their budget to email   BUT…  
  22. 22. YOUR EMAIL MARKETING EFFORTS  
  23. 23. INCREASING EMAIL LIST SIZE SHOULD BE A TOP PRIORITY FOR B2B Marketers
  24. 24. YOUR LIST SIZE IS IRRELEVANT IF YOU DON’T HAVE QUALITY Subscribers  
  25. 25. Attract the audience you desire  
  26. 26. 95% of people who OPT-In to Email Messages from Brands consider the MESSAGES useful  
  27. 27. 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  
  28. 28. Allow users to manage their data Through preference centers  
  29. 29. 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  
  30. 30. IT’s Not Just An email address. You are communicating with a human being.  
  31. 31. WHAT EMAIL IS NOT:   • A BLAST • A Digital VERSION OF A pRint Ad or direct mail piece • A WEB PAGE • ONE BIG IMAGE • like ANY OTHER MARKETING CHANNEL
  32. 32. EMAIL IS EXPERIENCED IN STAGES  
  33. 33. STAGE 1: The INBOX EMAIL IS EXPERIENCED IN STAGES  
  34. 34. STAGE 1: The INBOX GOAL: GET THE RECIPIENT TO OPEN
  35. 35. SUBJECT LINE   35% of email recipients open email Based Solely on the subject line
  36. 36. STAGE 1: The INBOX EMAIL IS EXPERIENCED IN STAGES   STAGE 2: THE EMAIL BODY
  37. 37. STAGE 2: The EMAIL BODY GOAL: GET the CLICK
  38. 38. • DON’T SELL, EDUCATE HOW DO YOU GET THE CLICK?   • SOLVE A PROBLEM • SAVE, SAVE, SAVE • ENTERTAIN
  39. 39. STOP USING “CLICK HERE” (mobile users Don’t click, they tap)  
  40. 40. • 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
  41. 41. STAGE 2: The EMAIL BODY GOAL: GET the CLICK
  42. 42. 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
  43. 43. STAGE 3: The WEB Site/Landing page GOAL: GET THE CONVERSION
  44. 44. STAGE 3: The WEB Site/Landing page
  45. 45.  
  46. 46. OF SMARTPHONE OWNERS USE IT TO READ EMAIL (THAT’s more than use it to make phone calls)  
  47. 47.  
  48. 48. will delete an email That doesn’t display correctly in a mobile inbox  
  49. 49. Optimize for Mobile   1. Less content 2. Easy to click 3. Stack content (no columns) 4. Remove or link to low priority content 5. Use responsive design
  50. 50. < DEsktop   Mobile >  
  51. 51. There is no One-size-fits-all Solution to email marketing  
  52. 52. Relevance = REsults  
  53. 53. ACHIEVE RELEVANCE THROUGH SEGMENTATION & PERSONALIZATION  
  54. 54. Personalized emails will improve: EMAIL PERSONALIZATION   • Open Rates 26% • Click-through Rates 14% • Conversion Rates 10%
  55. 55. SEGMENTED emails Results: EMAIL SEGMENTATION   • Increased Open Rates: 39% • Increased Revenue: 24% • Lowered Unsubscribe Rate: 28%
  56. 56. LIST SEGMENTATION STRATEGIES   1. MARKET SEGMENT 2. BEHAVIOR 3. DEMOGRAPHICS 4. PSYCHOGRAPHICS 5. Geography 6. Sales Cycle Stage 7. VIC’S 8. Job Role/Title/Position 9. Size of Business 10. Source of Acquired Data 11. By Device 12. By Email Platform
  57. 57. Don’t Be Afraid to send more email as long as you Deliver value every time FREQUENCY  
  58. 58. DYNAMIC/REAL-TImE Emails   •  Includes real-time information •  Changes based on when/where opened •  Hyper-personalized
  59. 59. IN-EMAIL Transactions  
  60. 60. IN-EMAIL Payments  
  61. 61. 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
  62. 62. b2bemailmarketingbook.com
  63. 63. Adam Q. Holden-Bache adam@B2bMarketingbook.com @adamholdenbache @B2bemailbook

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