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Email Marketing in an Inbound Age

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The way people interact with marketing has changed, so your marketing strategies should change too. Here's how to do email marketing effectively in an inbound way.

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Email Marketing in an Inbound Age

  1. 1. Email Marketing in an Inbound Age Ellie Mirman
  2. 2. AGENDA 1. Is Email Marketing Inbound or Outbound? 2. You’re Doing It Wrong: Recipients 3. You’re Doing It Wrong: Content 4. 7 Emails More Important Than Your Newsletter 5. You’re Doing It Wrong: Tests 6. Don’t Stop at Email
  3. 3. Is Email Marketing 1 Inbound or Outbound?
  4. 4. Marketing is changing has changed
  5. 5. The Traditional Marketing Playbook Print TV Radio PR Events Direct Mail Analytics
  6. 6. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL
  7. 7. The New Marketing Playbook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Marketing Automation Marketing Analytics
  8. 8. What is Inbound Email?
  9. 9. Outbound Email +
  10. 10. Inbound Email +
  11. 11. You’re Doing it Wrong: 2 Recipients
  12. 12. Purchased/Rented Lists
  13. 13. • Reputable email service providers don’t allow it • There’s no such thing as a good list for sale • They don’t know you and don’t want your email • Your deliverability and IP reputation will be harmed Every time you email a cold list… PRETEND A KITTEN DIES. Purchased/Rented Lists
  14. 14. Do It Right: Build Opt-In List
  15. 15. Do It Right: Build Opt-In List
  16. 16. Do It Right: Build Opt-In List
  17. 17. Make it EASY
  18. 18. Make it EASY 58% WHERE to sign up WHY sign up WHAT you’ll get
  19. 19. Email Blast to the Your Database
  20. 20. Do It Right: Segment Your List
  21. 21. Do It Right: Segment Your List
  22. 22. • Geography • Age • Gender • Persona • Organization type • Organization size • Industry • Job function • Seniority • Past purchases • Frequency of purchase or visit • Purchase cycle • Content topic • Content format • Interest level • Education level • Change in behavior • Lifecycle stage • Email type • Satisfaction index • Form abandonment • Social media activity • Number of conversions • Current products What to Segment On
  23. 23. Marketing Automation = Expiration
  24. 24. Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K
  25. 25. Attention Expires Too 25
  26. 26. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
  27. 27. Do It Right: Fill the Top of the Funnel Blogging SEO Social Media Content
  28. 28. Do’s and Don’ts: Recipients Do: • Build an Opt-In List • Segment Your List • Fill the Top of the Funnel Don’t: • Purchase/Rent Lists • Blast Your Database • Automate into Expiration
  29. 29. You’re Doing it Wrong: 3 Content
  30. 30. Focusing on You, Not the Subscriber
  31. 31. Wordsmithing Every Word
  32. 32. Do It Right: Create Killer Content
  33. 33. Do It Right: Think About Your Personas
  34. 34. 60% Average landing page conversion rate
  35. 35. 73% Conversion Rate
  36. 36. 7 Emails More Important 4 Than Your Newsletter
  37. 37. Problems with the Email Newsletter • Too many calls to action • Can’t focus on selling the value of your offer • Not targeted
  38. 38. 1.) New Offer Email
  39. 39. 2.) Thank You Email
  40. 40. Thank You Emails Get Twice the Response
  41. 41. 3.) New Subscriber Nurturing
  42. 42. 4.) Abandonment Nurturing
  43. 43. Abandonment Nurturing 90% of ecommerce leads go cold within one hour, but when remarketed to, spend 50% more. - MIT Study via SeeWhy
  44. 44. Not Just for B2C
  45. 45. 5.) Comarketing Email
  46. 46. 6.) Social Media Updates
  47. 47. 7.) Internal Updates
  48. 48. Do’s and Don’ts: Content Do: • Create Killer Content • Think About Personas • Think Beyond Newsletter Don’t: • Focus on You and Your Product • Focus Just on Your Newsletter
  49. 49. You’re Doing it Wrong: 5 Tests
  50. 50. NOT Testing
  51. 51. Testing Brings Consistent, Immediate Results
  52. 52. Obsessing About Subject Lines
  53. 53. Do It Right: Test Everything, Test Often • Offer • Topic • Format • Length/Size • Name • Landing Page • Description • Length • Image/Preview • Form Placement • Number of Form Fields • Which Form Fields • Form “Submit” Button Text • Sender Name/Address • Consistent vs. Changing • Person vs. Company • Category-Related Name • Audience • Interest • Persona • Recency or Level of Engagement • Other Demographics • Lifecycle Stage • Format • Plain Text vs. HTML • Content in Text vs. Images • Number of Calls to Action • Length of Email • Timing & Frequency • Day of Week • Time of Day • Triggered by Behavior • Timing Around Event • Frequency
  54. 54. Do It Right: Focus on Metrics that Matter Open Rate Click Through Rate Landing Page Conversion Rate Close Rate
  55. 55. Do’s and Don’ts: Testing Do: • Test Everything, Test Often • Focus on Metrics That Matter Don’t: • Skip A/B Testing • Focus Only on Your Subject Line • Test Without a Target Metric
  56. 56. 6 Don’t Stop at Email
  57. 57. Only Optimizing Email
  58. 58. Do It Right: Personalize All Channels
  59. 59. Do It Right: Integrate Email • Email + Social = Expand Reach of Content & Build Following • Email + Blog = Create Campaign Around Offer • Email + Nurturing = Increase Yield of Email Leads • Email + Search = Optimize Email Content for Search Traffic • Email + Analytics = Measure Results & Segment Better • Email + Mobile = Optimize Content for Device
  60. 60. Do’s and Don’ts: Integration Do: • Optimize, Personalize, and Integrate All Channels Don’t: • Stop at Email
  61. 61. Do It Right 1. Build an Opt-In List 2. Segment Your List 3. Fill the Top of the Funnel 4. Create Killer Content 5. Think About Your Personas 6. Think Beyond Your Newsletter 7. Test Everything, Test Often 8. Focus on Metrics that Matter 9. Personalize All Channels 10. Integrate Email
  62. 62. THANK YOU.

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