Join SalesFUSION for an online workshop that details the practical use and application of trigger-based email campaigns in b2b marketing

1. Practical use of trigger email marketing Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST

3. The role of trigger emails in nurture marketing

4. Types of trigger email campaigns

5. Trigger email campaign performance

6. Practical uses of trigger-based emails in b2b

8. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA

9. Provide all b2b marketing functionality in a single app

10. Focus on integrating Marketing and Sales (CRM)

11. Only solution built on a CRM database

12. Extensive global partner network

13. 110 New clients in 2010

14. Unique Client Services model

15. Game-changing pricing structure

16. 99% retention rate

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)

23. shipping confirmation

24. request for feedback on a purchase

25. post-purchase email featuring upsells and cross-sells

26. request for a product/service review

27. welcome message series post sign-up

28. birthday email

29. cart abandonment email

30. “time to repurchase” (replenishment) email

31. promotional email featuring products the recipient recently browsed on the website

33. 75% of registrations for Roku’s referral program are driven by triggered emails to new customers

34. People who purchase after getting cart abandonment emails spend 55% more than those who buy straightaway

35. “Happy Birthday” emails from Epson produce 840% more revenue per email than the overall email program

36. Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than LowFares.com’s standard newsletter

37. One study found abandoned cart mails getting 20 times the transaction rates and revenue of standard email campaigns

38. Tafford Uniforms earn 20% higher revenue per email from post-purchase survey emails than through standard broadcast messages

41. Send asset via email

42. Trigger email

43. Link to PDF

44. Click to see demo

46. Mutliple choice question

47. Answer triggers a 3-step campaign

48. Email 1 – 0 Trigger days

49. Email 2 – 5 Trigger days

51. Behavior = points

52. Point value range = group

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

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

60. Create a content map for each trigger campaign

61. Consider the length of the campaign vs. timeliness of content

62. Don’t throw content out there for the sake of doing so

63. Mix in multi-media/channel content – video/social/blog

64. All content should still point to the same outcome/call to action

65. Planning trigger campaigns should always focus on the goal/call-to-actionPlan + Content/Technology = Trigger marketing

68. Do more with less – automation allows for improved communication frequency

69. Higher click through/conversions

70. Reduce or eliminate website lead leakage

71. Generate more qualified leads

72. Generate more revenue!Well-deployed trigger email campaigns will dramatically improve your marketing reach and conversions

74. Append data

75. Create Opportunities

76. Pre-qualify

77. Identify other contacts

79. Respond – 2-4 hours to known visitors

80. Enroll known visitors into 3-step drip

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

87. Advanced email marketing

88. Lead scoring

89. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…

90. Web visitor tracking

91. Dialogs, forms, landing pages

92. Social media marketing

93. Event management