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- Email list basics - Designing your campaign - Preparing and sending - Following up with your sales leads
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Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Email Marketing: Expand Your Reach, Grow Your Business
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Agenda• Creating and managing your email list
• Designing your campaign (newsletter, webinar, etc.)
• Preparing and sending your campaign
• Following-up with all your new sales leads
• Q&A
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Building Your List
• Your Website: Value Content Rules!
• Co-Registration
• Networking
• NetProspex Exchange
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
NetProspex Exchange
• www.netprospex.com
• NetProspex is an information exchange allowing B2B sales and marketing professionals to buy or exchange executive contacts.
• How do get free contacts through exchange?
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
• Export your contacts into an Excel file
• Easily upload the file to NetProspex
• You will need to have first name, last name, address, and email address (biz, not HAMY)
NetProspex Exchange
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
• Map your fields to the NetProspex fields
• The NetProspex system will auto calculate the mapping, you only need to confirm
• Mark whatever non-required fields in your Excel file you do not want to import
NetProspex Exchange
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
NetProspex Exchange
• Receive ½ credits immediately
• Receive second ½ within a couple of hours after data has been validated
• Based on the number of accepted contacts, you will be issued credits you can use to “buy” new contacts.
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
NetProspex Exchange
• Search for contacts via:– Title– Role– Industry– Size– Geography– Phone/email required
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
NetProspex Exchange
• Download complete list or select only those contacts you want
• Each contact has an accuracy rating
• You can save searchs for future reference
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Managing Your List
• Pruning HAMYs (hotmail, aol, msn, yahoo)
• De-Dupe Upon Import
• Keep It Clean– Remove hard bounces (5.XX) after 3 attempts– Remove soft bounces (4.XX) after 6 attempts
• Maintain a Suppression File (unsubscribes)
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Designing Your Campaign
• Webinars, White Paper Downloads, etc.
– Free offers pull double the click-through rate
• Newsletters
• Solicitation Letters | Product Promotion
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
White Paper Sample
• 20% Open Rate
• 4% Click Through Rate
• 20% Click-to-Open Rate
• 52% Click-to-Conversion
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Solicitation Letter Sample
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Personalization
• Dear X…• Segment and target content accordingly• 57% higher average orders• 51% increase in e-mail opens• 42% average increase for click throughs• 26% average increase in conversions
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Designing Your Campaign
• Content is still king--it MUST be relevant– Bullets ROCK!
• Consider the subject line and “From” address carefully– 28% increase in opens when subject line is 35
characters and under
• Keep graphics to a minimum
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Preparing and Sending
• The devil is in the details…follow a “testing” checklist with EVERY send.– Our Email Campaign Checklist contains over 40 key things we
think you should check for, and, is editable so you can add some of your own.
• Test the timing of your send!• Exact Target, Constant Contact, or Arial
Software’s Campaign Enterprise
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Following Up With Leads
• ALWAYS follow up
• Plan your follow-up PRIOR to sending the email campaign
• Match the follow-up activity with status of the lead (degree of warmth)
• Consider a variety or series (email, phone, mail)
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results• List Size: BENCHMARK-4-6% growth
– Track your list growth and attrition month over month.
– Are you adding more email addresses each month than you lose through unsubscribes and hard bounces?
• Remember, open and click through rates decrease as list size increases so when benchmarking use rates from similar size lists.
– If list growth is off, you may want to examine your sign-up opportunities. Are you collecting e-mails at every reasonable point of influence?
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Hard Bounces: BENCHMARK-2-5% – This could be due to invalid email addresses either
from email changes or typos in the email address
– Monitoring your hard bounces, and removing them, is critical to both deliverability of your overall list (ISP's monitor the number of hard bounces your list has hitting their servers and may block you for high volumes)
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Unsubscribes: BENCHMARK: .25-.5%
– Your unsubscribe rate is another indicator of interest in your email content.
– Still, if your unsubscribe rate increases drastically, your email frequency may be too high.
– Don‘t stop marketing to unsubscribes…just use other formats to reach them.
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Open Rate: BENCHMARK: 10-30% – The number of recipients who opened your
message. Good open rates are a show of interest by list members in hearing from you.
– Subject lines play big in the open rate of an email campaign. Be sure your subject line reads like a headline...with intrigue and value to the audience.
– The larger the list, the lower the open rate.
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Click Rate: BENCHMARK: 2-6%– Total clicks each email receives, in relation to the
total number of emails delivered.
– The click-to-open rate, which is the total number of clicks, based on the total emails opened.
– Decreasing click through and/or click-to-open rates shows an issue with content quality.
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Conversion Rate: BENCHMARK: <4%– Conversion rate is the number of click throughs
that either ordered or acted upon the "offer" such as downloads, demo requests, etc.
– Conversion rates dropping could be list decay or subscribers waiting for improved offer.
– Sending specific offers--based on open, clicks, and conversion rates can improve all three.
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Measuring & Monitoring Results
• Deliverability Monitoring
– SenderScore: www.senderscore.org
– Sign up for Feedback Loops of major ISPs
– HELO matches the SPF record
– System uses a STATIC IP address
Shannon Kavanaugh
Go-To-Market Strategies
www.gtms-inc.com
Sponsored By:
Helpful Tools• Go-To-Market Strategies: 50% off with AUG-08 Coupon Code
– Email Campaign Checklist Templatewww.gtms-inc.com/emailcampaignchecklisttemplate.htm
– Email Metrics Templatewww.gtms-inc.com/emailmetricstemplate.htm
– The Sales and Marketing Toolkitswww.gtms-inc.com/salesandmarketingtoolkits.htm
• NetProspex Exchange– www.netprospex.com
