Email Marketing 101

Karl Dias, Director of Sales, NetProspex, Inc.Patrick Wilcox, Enterprise Sales Manager, NetProspex, Inc.Mark Feldman, Director of Product Management, NetProspex, Inc.

Agenda The laws that apply, as well as some very common

misconceptions about B2B email marketing The do's and don'ts of B2B marketing via email Email creation and delivery. What works and what

doesn't? Statistics and expectations. What can you realistically

expect from email?

A Little Bit About B2B E-mail Marketing

Over $250 billion B2B spend driven / influenced by email in 2008 in the US --(Forrester)

80% of marketers say email is the strongest performing media buy with a higher ROI then search (Datran)

50% of marketers are now emailing prospects, not just customers. (Direct Magazine)

78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing Sherpa)

According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers

Of the firms polled:

◦ 72% send e-mail to customers 10% increase over 2007

◦ 50% to prospects 9% increase over 2007

◦ 55% of those who use email for marketing plan to increase their budgets for it next year. Source: Center for Media Research, June 4. 2008

http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm

“You cannot send an email solicitation without and individual opting in to your E-mail list. The CAN-SPAM act says so!”

WrongWrong

MythMyth

LieLie

Spam Spam Spam

CAN-SPAM Facts for Business The CAN-SPAM Act: Requirements for Commercial Emailers

The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.

CAN-SPAM Provisions

1. It bans false or misleading header information

2. It prohibits deceptive subject lines 3. It requires that your email give recipients

an opt-out method 4. It requires that commercial email be

identified as an advertisement and include the sender's valid physical postal address

See the FTC Web site at www.ftc.gov/spam

Or call toll-free, 1-877-FTC-HELP

1-877-382-4357)

The 3 Things You Will Need

1. A message2. A list3. An email delivery service

First the message and the do's and don'ts of B2B marketing via emailThe Don'ts:

***EXCE$$!VE ***PUNCTUATION!!!!! Or CAPITALIZATION

Stay away from SPAM Filter Catch Words:Free, Viagra, Guarantee, Credit Card, Sex

Don’t use long URLs in your emails – Use Hyperlinks

Don’t use cluttered layouts, keep it clean and simple!

Don’t just send one big image

Excessive use of "click hereclick here“, especially in all capital letters

Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo

And Now…

The 10 Must Do’s:1. Create a compelling or interesting subject

line2. Test, test, test and test again3. Think above the fold4. Have a specific call to action5. Personalize where possible6. From: Sales@abc.com or bob.smith@abc.com7. Stay consistent with branding or style8. Keep it simple9. Track your results10. Start with a good list and Keep it clean

Email creation and delivery. What works and what doesn't?Decide what format your email will be. RichRich or plain

text RyanI am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you the tool, and set you up with a guest account for you and your staff at ABC Co. to evaluate. Ryan what is your schedule like this week, we only need 5 or 10 minutes.

Cheers,

Patrick WilcoxAccount ManagerNetprospex617-600-4705pwilcox@netprospex.com

Rich/HTML The Good & the BadRich/HTML The Good & the Bad

**Rich interesting colorful Rich interesting colorful

text and picturestext and pictures

*Easy to understand *Easy to understand

clear messagingclear messaging

**Clearly a broad based Clearly a broad based

advertisementadvertisement

*Not personalized*Not personalized

**Not targetedNot targeted

Plain Text the Good & the Bad[[firstname]],I am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you and your staff at [[company]] the tool, and set you up with a guest account for you to evaluate. [[firstname]] what is your schedule like this week, we only need 5 or 10 minutes.

Cheers,

Patrick WilcoxAccount ManagerNetprospex617-600-4705pwilcox@netprospex.com

*Highly personalized*Highly personalized

*Targeted*Targeted

*Plain*Plain

*Needs to be short and *Needs to be short and sweetsweet

Now the List

Target your audienceGet as targeted and accurate a list you can

find◦ Rent vs. Buy

Delivery

Constant Contact www.constantcontact.com

Vertical Response www.verticalresponse.com

Gold Lasso www.goldlasso.com

New Media Gateway www.newmediagateway.com

www.genius.com

Tracking

See who opens, clicks, or responds in real time

Get test results instantly so you know which emails are working best

Assess prospect interest based on web site visit

Share best practice templates and send on behalf of others

Leverage that info & strike while the iron is hot

Results: What happened after you pressed send?

   An introduction to B2B email marketing. If you have ever wanted to try your hand at email marketing to help increase your sales and grow your business, but have felt unschooled or afraid, this webinar is for you. Mark your calendar for Tuesday August 12th from 1:00pm-1:30 EST as NetProspex Director of Sales and email marketing pro, Karl Dias leads a free interactive webinar, E-mail Marketing 101

This 25 minute web event will cover:- The do's and don'ts of B2B marketing via email- The laws that apply, as well as some very common misconceptions about B2B email marketing- Email creation and delivery. What works and what doesn't? - Stats and expectations. What can you realistically expect from email?We will wrap up with a Q&A session.Attendees will receive a complimentary week's guest account to NetProspex that will include 100 daily record views and 200 downloadable records.

If you no longer wish to receive e-mail from Netprospex, please reply to Remove © 2006, NetProspex, Inc. 42 Weston St. Waltham MA 02453 ALL RIGHTS RESERVED

Here’s what happened

Sent 179,883Delivered 113,941 Views 12,266 for 6.82%5% is a good average

Hard Bounce backs 2,638 for 1.47%Preference: Plain Text 7Skipped: Domain Unsubscribe 4Skipped unsubscribe/ past hard bounces

61,659Soft Bounce Backs 4,833 for 2.69%Unique Clicks 1,001 for .97% .50% is average

Unsubscribe 481 for 0.27%

NetProspex

NetProspex Customers

NetProspex Contains……

Over 2.6 million contacts Coverage into mid-management decision makers Unique coverage not available elsewhere More than 400,000 companies across U.S. &

Canada• 75% of contacts have email• 99% have phone numbers• 15% direct dial phones/extensions

What Sets NetProspex Apart?

Accuracy of data Email In-depth coverage mid-management decision

makers• 414,000 C-Level executives• 371,000 VP level• 316,000 Directors• 158,000 Managers

Highly transparent presentation of data Updated quarterly 78% accuracy - backed up by a 100% guarantee

All Searchable by Job Title or Job Function…

…Search by specific job title, job function or management level

All Searchable by Geography…

…Search by city, state, area code, and zip code

Also Search by…

Company website URL:

Company name:

List of URL’s:

Thank You!

www.netprospex.com