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5 STEPS TO EMAIL-MARKETING
SUCCESS Ken Shillington | Director, Conversion Optimization &
Account Management | FulcrumTech, LLC
215-489-9336 | kshillington@fulcrumtech.net
SUCCESS POINT #1: MEASURE EVERYTHING
• List size • Active list (inactive list)
• Open rates • Click-through rates • Conversion rates • Revenue • Profit • Return on investment
(ROI)
SUCCESS POINT #2: BUILD A POWERFUL LIST
• Build it, always! • Permission based
(“expected”) • Expect 25% attrition
each year from unsubscribes, bounces, and spam complaints
• Don’t forget the inactives
53,000
54,000
55,000
56,000
57,000
58,000
59,000
60,000
61,000
Look out if additions are fewer than attritions!
Ac.ve list size
SUCCESS POINT #3: DRIVE UP OPEN RATE
• If people don’t open, they won’t act!
• Know the drivers of open rates:
• From name • From address • Subject line • Preview pane • Past value
Can you read this?
SUCCESS POINT #4: DRIVE UP THE CLICK-THROUGH RATE
§ The body content drives the click!
§ Be relevant and personal
§ Keep to a single purpose!
§ Give an offer with an incentive
§ Focus on being clear vs. persuasive (tell recipients what you want them to do)
§ Build credibility
§ Avoid too much copy
§ Emphasize hero shots
§ Don’t use reverse text
SUCCESS POINT #5: DEVELOP AND IMPLEMENT TEST PLANS
§ Know your goals.
§ Model the metrics and financials of your program.
§ Know the impact of each improvement.
§ Create a test plan:
§ Subject lines § Headings § Testimonials § Proximity of text to calls to action § List sources § Mailing frequency
FULCRUMTECH CONTACT INFORMATION § Ken Shillington, Director of Conversion Optimization
& Account Management
§ kshillington@fulcrumtech.net
§ @kenshillington
§ 215-489-9336
§ http://www.fulcrumtech.net
§ Sign up for our newsletter today: http://www.fulcrumtech.net/newsletter/
§ Sign up for ROI Goalsetter: http://www.fulcrumtech.net/email-roi/
E-Mail Marketing &
Marketing Automation Systems
About MeAbout Me
• Marcie K. Weaver
• 15 years working for a small software company
• Managed marketing communications, multi-media and business development
• Founded Composite Marketing
• Passionate about technology
E-Mail Marketingvs.
Marketing Automation?
What is the Same?What is the Same?
• Both communicate with your audience
• Both send e-mail• Both report on
interactions• Both integrate social
platforms
They are SimilarThey are Similar
✓Lead Capture
✓Basic Segmentation
✓Email Templates
✓Create and Send email
✓Mass email delivery
✓Automation and triggers
✓Reporting and analytics
There Are Important DifferencesThere Are Important Differences
Process DifferencesProcess Differences
Marketing Automation integrates all online activities and allows you to specifically target your audience based on their behaviors.
Email Tools send the same or very similar e-mail to the entire list you select and offers analysis.
Data RetrievalMarketing Automation systems allow to have detailed insight into your audience behaviors.
E-Mail tools are generally limited to click tracking and social shares.
IntegrationIntegration
Marketing Automation Systems integrate tightly with your CRM
Email tools give weak or no integration to your CRM.
ActionAction
Marketing Automation allows you to take different actions based on prospect behavior.
Email tools are limited to auto-responders and manual follow-up.
Marketing Automation is not for Everyone!
Marketing Automation is not for Everyone!
Marketing Automation is Complex
• Is it a good fit for your audience?
• Do you have the resources to implement and manage?
Marketing Automation can be Expensive
• Email marketing can start at $20.00/month.
• Marketing Automation systems pricing vary’s widely from $400/month to $10,000/month.
Marketing Automation Requires More Content
• Marketing Automation systems rely on content to drive your campaigns.
• E-Mail marketing can be a periodic newsletter or a single message that is “freshened up” periodically.
What is Right for You?
Evaluating Email Marketing Tools Evaluating Email Marketing Tools
• Email Creation tools
• List building tools
• Segmenting tools
• Reporting tools
• Vendor Deliverability Rate
E-Mail Marketing Vendors
• iContact
• Benchmark Email
• ExactTarget
• Constant Contact
• Campaigner
• Vertical Response
• StreamSend
• MailChimp
• GetResponse
• Mailgen
• Mad Mimi
• GraphicMail
• Pinpointe
• Orbtr* (for WordPress only)
*Hybrid
• Watch for specialized tools that are somewhere in-between!
• Sometimes much more cost effective, while giving you enough tools to increase efficiency
• Great example is Orbitr for WordPress
• Uses MailChimp for e-mail
• Tracks leads through your WordPress website
Evaluating Marketing Automation Tools
• Create your own checklist
• Dive into deep details
• Watch demos
• Check references that have the same or similar needs.
Lead CaptureLead Capture
• Form creation
• Custom fields
• Progressive profiling
• Landing pages
Lead NurturingLead Nurturing
• Campaign Designer
• Data segmentation
• Campaign Decision points?
• Are there automatic triggers?
Lead ScoringLead Scoring
• Behavioral Scoring
• Time-based scoring
• Can you manually change scores?
• Can a prospect have different scores for different products?
EmailEmail
• E-Mail designer
• Template designer
• Personalized content
• Deliverability!
Data ManagementData Management
• De-duplication
• Custom fields
• List updates
CRM IntegrationCRM Integration
• Standard integration to your CRM
• Cost
• System synch frequency
• Manual synch
• Field Mapping
• Record assignments
SegmentationSegmentation
• Available on any fields?
• Available mid-campaign?
Reporting and AnalyticsReporting and Analytics
• 80% Standard reports
• Ease of creating custom reports
• Web analytics
• Drill down reporting
• Report scheduling and delivery
Marketing Automation Tools and their Standard CRM interfaces
• Eloqua - Salesforce, Microsoft Dynamics, Oracle/Siebel
• Marketo - Salesforce, Microsoft Dynamics
• SilverPop - Salesforce, Microsoft Dynamics
• ExactTarget - Salesforce, Microsoft Dynamics
• HubSpot - Salesforce, (Apps available to others)
• Genius - Salesforce
• eTrigue - Salesforce, Microsoft CRM
• InfusionSoft
• blackbaud
• Luminate
• eTapestry
• The Raiser’s Edge
Thank You!
Rocky Mountain PBS
Colorado Gives Day
Email Marketing Strategy
2010 & 2011 Online Strategy2010:
• 1 eblast
• Donate on CGD message
• 8,000+ non-members
• 16% open rate; .57% CTR
• 2 Weekly E-News ads
• Other online promotion:• 1 Web tile ad
• 2 Facebook posts
• 2 Tweets
2011:
•2 eblasts
• 52,800+ people (all but recent givers)
• Schedule a donation message
• 17% open rate; .16% CTR
• 54,000 people (all)
• Donate today message
• 16% open rate; .14% CTR
• 1 Thank you eblast with survey
• 550+ people, 72 responses (13% CTR)
• 2 Weekly E-News ads
• Other online promotion:• 1 Web tile ad
• 2 Facebook posts before & 12 day-of*
• 2 Tweets before & 9 day-of*
• Banner ad on homepage day-of*
*More posts than planned during due to CGD tech difficulties.
2012 Online Strategy
36.1%
18.1%
6.9%
0.0% 1.4%
51.4%
20.8%
0%
10%
20%
30%
40%
50%
60%
I re
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How did you hear about CGD?• 2 eblasts + reminder
• “Schedule” message…with
• Dynamic content varied to
3 groups:
• Active
• Lapsed
• Non-Members
• No open? Sent again.
• 17% open rate; .16%
CTR
• “Donate today”…with
dynamic content, same groups
• 20% open; .55% CTR
• 1 Thank you eblast with survey
• 830+ people
• 68 responses (9% CTR)
• Other online promotion:• 1 Web tile ad
• 8 Facebook posts
• 13 Tweets
• Banner ad on homepage
$14,313
$63,587
$92,161
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
FY11 FY12 FY13
Total Gross Revenue
135
583
837
0
100
200
300
400
500
600
700
800
900
FY11 FY12 FY13
Total Contributions
$106.02
$109.07
$110.11
$103.00
$104.00
$105.00
$106.00
$107.00
$108.00
$109.00
$110.00
$111.00
FY11 FY12 FY13
Average Gift
The Results…
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