18. Email marketing rules to live by “You can make emails relevant by using what you observe about the recipient…You can make emails scary by telling people that you’re observing them.” “..trigger emails are most useful if used within a strategy. It’s the strategy that is important – WHY are we sending these messages needs to be answered before the What and the How. If we don’t know why, neither will the recipient.” “The shiny lure of the new seems to distract people from doing the basics right”
19. Types of email marketing campaigns Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment. Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar Date” Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email Some report open rates as much as 70% higher than broadcast email
20. Characteristics of trigger email campaigns It’s specific to a recurring need or objective. Triggered-email campaigns are ideal for communicating in response to regularly-recurring actions, such as when a new member subscribes to your list, a shopper leaves an item in an online shopping cart, or a product warranty is about to expire. It’s automated. The key to successful trigger-based email is automating the triggered messages. This is “set and forget” email. Don’t completely forget about it! Review your triggered email campaigns at least twice a year. It’s individualized. Often, the audience for a triggered-email is a single person. Triggered messages are sent only to specific individuals who have taken a specific action or inaction on your Web page, site, or with your previous email. They deploy only when relevant to the individual receiving them.
21. How triggers are activated Explicit behavior. This method triggers an email to an individual when they complete some specific action such as downloading a document from the web. Implicit behavior. Uses lead scoring or behavioral targeting to trigger an email or series of emails when an individual completes a set of pre-defined steps or achieves a pre-defined score Field value changes/additions. Tied to CRM systems – when a field value changes or is populated for the first time a trigger(s) will execute Null Trigger. May be used for attrition marketing. Absence of activity over a time period can trigger an email. (banking – uses when transaction volume falls)
53. Group actions = TriggerImplicit behavior scoring is a powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior
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55. Update/Enter of a “listened” field will result in adding the lead/contact to a single or multi-step campaign
56. Used to offload the act of “tickler” emails from sales to marketing
57. Don’t rely on sales to use follow up tasks in CRM to nurture leads
81. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step dripHome Page Activity Log CRM Lead Capture Page Simple process maps will help focus the marketing and sales teams on execution of the plan Opportunity Field Sales Duties Sign Up for Demo or self qualify Email Alert to reps based on Geo Rep – verifies company HQ location Rep – updates CRM – creates oppt Ensure contacts/account are linked and de-duped Append address, phone, vertical and lead source
82. Access to enroll leads in campaigns Auto-enroll Alerts Email alert – Based on Rules Alert telesales to view/open in CRM Automated Routing to drip/trigger based nurture marketing campaigns
83. Inside Sales use of trigger campaigns Website monitoring Research anonymous visitors – append with contacts – enroll in campaigns Pop email alert when high-value activity occurs – assign task for call If no phone contact made – enroll in trigger campaign Receive on-going alerts when lead returns to site/responds