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Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Successful Strategies for B2B Email Marketing Presenters: Amy Garland & Joanna Lawson-Matthew August 20, 2010 at 2:00 PM (ET) Twitter: #bsfwebinar Copyright Blue Sky Factory 2010

Successful Strategies for B2B Email Marketing

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Calling all B2B email marketers: this webinar is just for you! From email design tips and list building tactics to deliverability must-dos and social media integration, this presentation helps B2B marketers plan and execute successful email marketing campaigns

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Page 1: Successful Strategies for B2B Email Marketing

Baltimore, Maryland

Blue Sky FactoryDriving Email Marketing Performance

Successful Strategies for B2B Email Marketing

Presenters: Amy Garland & Joanna Lawson-Matthew

August 20, 2010 at 2:00 PM (ET)

Twitter: #bsfwebinar

Copyright Blue Sky Factory 2010

Page 2: Successful Strategies for B2B Email Marketing

Getting Acquainted

Feel free to submit questions via the GoToWebinar dashboard

or #bsfwebinar on Twitter.

Amy Garland

Marketing Manager

Joanna Lawson-Matthew

Senior Client Services Manager

Copyright Blue Sky Factory 2010

@amygarland @joannalm

Page 3: Successful Strategies for B2B Email Marketing

About Blue Sky Factory

Blue Sky Factory is both a full & self service ESP.

Design, execute, and track your email marketing

communications with Publicaster.

www.blueskyfactory.com

Copyright Blue Sky Factory 2010

Page 4: Successful Strategies for B2B Email Marketing

Agenda

1. Best practices for growing and maintaining your list

2. Best practices in email design

3. Deliverability must-do’s for B2B marketers

4. Learn how to leverage social networks

5. We answer your questions!

Copyright Blue Sky Factory 2010

Page 5: Successful Strategies for B2B Email Marketing

Why Email Marketing?

Copyright Blue Sky Factory 2010

• Highest ROI of any other marketing channel

• $43.62 for every dollar spent (2009)

• $42.08 for every dollar spent (projected for 2010) – Direct Marketing Association

• >90% of Internet users between 18-72 send and receive

email, making it the top online activity. - Pew Internet & American Life Project,

2009

• 58% of people start their online day by reading emails (20%

search engines, 11% Facebook). – ExactTarget’s Email X-Factor Study, 2010

Page 6: Successful Strategies for B2B Email Marketing

B2B Email Marketing

Copyright Blue Sky Factory 2010

• B2B online marketers focus on lead generation (38%), retention

(34%), and awareness (28%). – eMarketer, March 2010

• 87% of B2B marketers use email marketing for targeting

customers and prospecting. – B2B Marketing Insight Report, 2009

• Top online marketing areas that will see spending increases are:

• Website development (71%)

• Email marketing (69%)

• Search marketing (62%)

• Social media (60%) – BtoB Online, 2009

Page 7: Successful Strategies for B2B Email Marketing

Why a B2B-specific webinar?

Copyright Blue Sky Factory 2010

Because many of our clients asked for it!

As B2B marketers ourselves, we find the resources

specific to us are lacking.

It’s important to realize there are major differences

between B2C versus B2B marketing, and the

approaches you take with each should be different.

Let’s talk about some of those differences …

Page 8: Successful Strategies for B2B Email Marketing

B2C vs. B2B Marketing

Copyright Blue Sky Factory 2010

B2C Marketing

• Product Driven

• Maximize the value of the transaction

• Large target market

• Single step buying process, shorter sales

cycle

• Brand identity created through repetition

and imagery

• Merchandising and point of purchase

activities

• i.e., coupons, displays, store fronts

• Emotional buying decision based on status,

desire or price

Source: http://vista-consulting.com/marketing-b2b-vs-b2c/

Page 9: Successful Strategies for B2B Email Marketing

B2C vs. B2B Marketing

Copyright Blue Sky Factory 2010

B2B Marketing

• Relationship driven

• Maximize the value of the relationship

• Small, focused target market

• Multi-step buying process, longer sales

cycle

• Brand identity created on personal

relationship

• Educational and awareness building

activities

• i.e., webinars, whitepapers, demos

• Rational buying decision based on business

value

Source: http://vista-consulting.com/marketing-b2b-vs-b2c/

Page 10: Successful Strategies for B2B Email Marketing

Best Practices for Growing and

Maintaining your B2B Email List

Copyright Blue Sky Factory 2010

Page 11: Successful Strategies for B2B Email Marketing

Permission-Based Email Marketing

The key to email marketing:

Send relevant, timely, targeted, and valuable

emails to subscribers who have asked to

receive them.

Copyright Blue Sky Factory 2010

Page 12: Successful Strategies for B2B Email Marketing

“How do I build my list?”

• Set Expectations

• Privacy

• Frequency

• Keep your promises!

Copyright Blue Sky Factory 2010

Flickr Photo Credit: wallyg

Page 13: Successful Strategies for B2B Email Marketing

6 Ways to Grow Your Email Database

• Web/website

• Social Media

• Offline

• Mobile/SMS

• Email Campaigns

• Email Strategy

Copyright Blue Sky Factory 2010

Page 14: Successful Strategies for B2B Email Marketing

Web: Opt-in Form

• Easy to find opt-in form on every page of your website

• Short, sweet & easy to fill out

• No pre-checked boxes

• W.I.I.F.M. – What’s in it for me?

• Set expectations for content and frequency

• Show a sample email

• Confirm subscription immediately with a Thank You page

Copyright Blue Sky Factory 2010

Page 15: Successful Strategies for B2B Email Marketing

Web: Welcome Email

Copyright Blue Sky Factory 2010

• Immediate (within 15 minutes)

• Email should be consistent with future email campaigns branding

• Thank them for subscribing (with a gift?)

• Explain the benefits of subscription again

• Reiterate the content and frequency they can expect

• Prompt them to whitelist your From name/email

• Link back to your website and/or email archive

• Provide a link to opt-out and update preferences

Page 16: Successful Strategies for B2B Email Marketing

Web: Opt-in & Welcome Email Example

Copyright Blue Sky Factory 2010

Page 17: Successful Strategies for B2B Email Marketing

How to Build Your List: Web

Copyright Blue Sky Factory 2010

1. Include testimonials on your subscription page

2. Promote sign-ups via contests

3. Consider your domain name

Page 18: Successful Strategies for B2B Email Marketing

How to Build Your List: Web

Copyright Blue Sky Factory 2010

4. Ask during webinar or online event signup

Page 19: Successful Strategies for B2B Email Marketing

How to Build Your List: Web

Copyright Blue Sky Factory 2010

5. Entrance or exit pop-ups

Page 20: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

1. Share with Your Network (SWYN)

Page 21: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

2. Facebook fan page

(email sign-up form, updates & wall posts)

Page 22: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

Page 23: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

3. Twitter: Let followers know about your

campaigns and include a link to past newsletters.

Page 24: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

4. Encourage employees to be active on social

networks

Page 25: Successful Strategies for B2B Email Marketing

How to Build Your List: Social Media

Copyright Blue Sky Factory 2010

5. Company blog

(include sign-up form & republish content)

Page 26: Successful Strategies for B2B Email Marketing

How to Build Your List: Offline

Copyright Blue Sky Factory 2010

1. Ask while on the phone (Sales, Client Services &

Customer Support)

2. Include a link on your business cards

3. Promote your email campaigns

with direct mail

Page 27: Successful Strategies for B2B Email Marketing

How to Build Your List: Offline

Copyright Blue Sky Factory 2010

4. Talk about your subscription center while

networking or speaking at events

5. Ask while exhibiting at tradeshows

Page 28: Successful Strategies for B2B Email Marketing

How to Build Your List: Mobile

Copyright Blue Sky Factory 2010

1. Use a mobile application to collect email addresses

2. Facebook Connect

(http://blog.blueskyfactory.com/email-

marketing/build-your-subscriber-base-with-

publicaster-and-facebook-connect/)

Page 29: Successful Strategies for B2B Email Marketing

How to Build Your List: Email Campaigns

Copyright Blue Sky Factory 2010

1. Make it easy to share & ASK people to

share

Page 30: Successful Strategies for B2B Email Marketing

How to Build Your List: Email Campaigns

Copyright Blue Sky Factory 2010

2. Promote in employees’ email signatures

3. Be smart with the unsubscribe

• Give subscribers the option to opt-down

• Ask for feedback

Page 31: Successful Strategies for B2B Email Marketing

How to Build Your List: Email Campaigns

Copyright Blue Sky Factory 2010

4. Send re-engagement email with incentives

Page 32: Successful Strategies for B2B Email Marketing

How to Build Your List: Email Campaigns

Copyright Blue Sky Factory 2010

5. Advertise in other email campaigns

Page 33: Successful Strategies for B2B Email Marketing

How to Build Your List: Email Strategy

Copyright Blue Sky Factory 2010

1. Targeted, timely & valuable

2. Prioritize retention (attracting new customers vs.

retaining the ones you have)

3. Search optimize your newsletter page

4. Honor your privacy and trust commitments

5. Identify, contact & engage your brand advocates

Page 34: Successful Strategies for B2B Email Marketing

50 Ways to Build Your Email List

Download your free copy here:

http://www.blueskyfactory.com/b2bwebinar

Copyright Blue Sky Factory 2010

Page 35: Successful Strategies for B2B Email Marketing

Copyright Blue Sky Factory 2010

Keep Your Subscribers Happy

Copyright Blue Sky Factory 2010

1. Subscriber preferences

2. Follow through with expectations

3. Two-way communication

4. Again, make the unsubscribe easy

Flickr Photo Credit: libraryman

Page 36: Successful Strategies for B2B Email Marketing

Best Practices in B2B Email Design

Copyright Blue Sky Factory 2010

Page 37: Successful Strategies for B2B Email Marketing

Email Design: The Basics

Your recipients should be able to

understand and act on the call-to-

action of your email within 5 seconds.

Copyright Blue Sky Factory 2010

You have a pain point at work.

Let me show you how I can solve it.

Page 38: Successful Strategies for B2B Email Marketing

Email Design: The Basics

Email design best practices

• Design for the email inbox & plan for blocked images

• Ensure consistent branding and design across all campaigns

• Keep your email width under 650 pixels (300px for mobile)

• Make sure your main key elements are “above the fold”

• Keep your email content brief, use teaser blurbs

• Remember to include an opt-out mechanism and physical mailing

address (per CAN-SPAM)

Read more in our Email Design Guidelines:

http://www.blueskyfactory.com/resources/BSFEmailDesignGuidelines.pdf

Copyright Blue Sky Factory 2010

Page 39: Successful Strategies for B2B Email Marketing

Email Design: The Basics

Subject line best practices

• Keep it 35 characters or less

• Consider including your brand/company name

• Avoid “spammy” words and phrases

• Don’t use ALL CAPS

• Minimize or don’t use symbols (?!?)

• Per the CAN-SPAM Act, avoid deceptive subject lines

• Make it actionable by providing a sense of urgency and call-to-

action (think verbs!)

Most importantly, make sure it reflects the email content and

entices the reader to open your email!

Copyright Blue Sky Factory 2010

Page 40: Successful Strategies for B2B Email Marketing

Email Design: The Basics

B2B Subject Lines that Work

• Look like a Star to your Boss with [product/service]

• Complimentary Webinar: [webinar name]

• Should your Company Outsource [product/service]?

• Breakfast & Secrets for how to [insert problem you solve]

• Success Tip: 5 Ways to a Better [xxx]

• Register Today: [event name and date]

• Entry deadline is fast approaching

• New White Paper: Best Practices for [problem/solution]

• Your Weekly Alert: [topic]

• 5 Ways to Maximize Holiday Sales

• Marketing on a Tight Budget, Part 1

• Get a $30 Gift Card for 30 Minutes of your Time

• Frustrated with Graphics in Microsoft Outlook?

Copyright Blue Sky Factory 2010

Source: http://www.theemailguide.com/email-marketing/verticalresponse-offers-29-great-b2b-email-marketing-subject-lines-that-work/

Again, you have a pain point at work.

Let me show you how I can solve it.

Page 41: Successful Strategies for B2B Email Marketing

Email Design: The Basics

From line best practices

• Should be easily recognizable to your subscriber

• Use your company name versus a person’s name

• Avoid using [email protected] – that’s not very friendly or

trustworthy!

• Be consistent with the From name and From address

• Monitor potential replies to your From and Reply addresses

• Set up role accounts for your domain (e.g. admin@, postmaster@,

abuse@ and [email protected])

Copyright Blue Sky Factory 2010

Page 42: Successful Strategies for B2B Email Marketing

Challenge #1: Image-to-Text Ratio

Copyright Blue Sky Factory 2010

Both B2C and B2B emails depend on the

marriage between images and copy to get the

message across. However, there are some

differences in the balance…

Page 43: Successful Strategies for B2B Email Marketing

Challenge #1: Image-to-Text Ratio

B2C Emails:

• Design weighted more

heavily towards images

• Images are used to paint a

pretty picture for the

reader and to grab their

attention

• Powerful images are often

necessary to strengthen the

message

Copyright Blue Sky Factory 2010

Page 44: Successful Strategies for B2B Email Marketing

Challenge #1: Image-to-Text Ratio

Copyright Blue Sky Factory 2010

B2B Emails:

• Design weighted more heavily

towards copy

• Images are used to add

richness to the design, and for

branding purposes

• Images are simpler and

secondary to the email’s copy

• Message is not dependant on

images

Page 45: Successful Strategies for B2B Email Marketing

Challenge #2: Email Rendering

Use a tool like Inbox Preview to ensure your email renders

properly across all email clients with images on and off.

Copyright Blue Sky Factory 2010

Page 47: Successful Strategies for B2B Email Marketing

Challenge #3: Mobile Devices

Copyright Blue Sky Factory 2010

64% of key decision makers are viewing

your carefully crafted email on their

Blackberry and other mobile devices.

MarketingSherpa/SurveySampling (2007)

Page 48: Successful Strategies for B2B Email Marketing

Challenge #3: Mobile Devices

Email Dominates Mobile Web Time

Copyright Blue Sky Factory 2010

Page 49: Successful Strategies for B2B Email Marketing

Challenge #3: Mobile Devices

Copyright Blue Sky Factory 2010

Page 50: Successful Strategies for B2B Email Marketing

Challenge #3: Mobile Devices

Keep your HTML design simple, and allow your

message to get across without having to download

images or click through

Create a simplified mobile version that recipients can

click through to from the HTML version

• Build this as a glorified plain text version, with simple

HTML branding elements

• Keep this version at 300 pixels wide to fit in the mobile

window

Copyright Blue Sky Factory 2010

Page 51: Successful Strategies for B2B Email Marketing

Challenge #3: Mobile Devices

Copyright Blue Sky Factory 2010

Page 52: Successful Strategies for B2B Email Marketing

Challenge #4: Corporate Spam Filters

Use a spam check tool to ensure your email does not contain

anything that may trigger spam filters.

Copyright Blue Sky Factory 2010

Page 53: Successful Strategies for B2B Email Marketing

Design Idea #1: Consistency

Using a consistent template will

help with branding, and will

allow your subscribers to easily

find the call-to-action

Copyright Blue Sky Factory 2010

Page 54: Successful Strategies for B2B Email Marketing

Design Idea #2: Be Dynamic

Dynamic content allows these static templates to be

personalized to the individual subscriber

• Customize email content based on location, past behavior,

areas of interest … any data you have on the subscriber!

• Be careful with “Dear [first name]” personalization

Copyright Blue Sky Factory 2010

Page 55: Successful Strategies for B2B Email Marketing

Design Idea #2: Be Dynamic

Copyright Blue Sky Factory 2010

Page 56: Successful Strategies for B2B Email Marketing

Design Idea #2: Be Dynamic

Copyright Blue Sky Factory 2010

Page 57: Successful Strategies for B2B Email Marketing

Design Idea #2: Be Dynamic

Copyright Blue Sky Factory 2010

Page 58: Successful Strategies for B2B Email Marketing

Deliverability Must-Do’s

for B2B Marketers

Copyright Blue Sky Factory 2010

Page 59: Successful Strategies for B2B Email Marketing

Permission-based Email

Copyright Blue Sky Factory 2010

Six Core Elements of a Trust-

Based Approach:

1. Permission

2. Privacy

3. Reputation

4. Preferences

5. Expectations

6. Compliance

Page 60: Successful Strategies for B2B Email Marketing

Permission-based Email

The key to email marketing:

Send relevant, timely, targeted and valuable

emails to subscribers who have asked to

receive them (i.e. permission).

Copyright Blue Sky Factory 2010

Page 61: Successful Strategies for B2B Email Marketing

Permission-based Email

• Permission is defined as explicit, affirmative consent

from a potential recipient

• Affirmative consent comes from requiring action on the

part of the potential recipient (i.e. asking them to check

an opt-in box)

• Building your list without explicit, affirmative consent

opens your company and domain up to spam complaints

and potential blacklisting

Warning! It can take months to overcome from a

tarnished IP or domain-based reputation.

Copyright Blue Sky Factory 2010

Page 62: Successful Strategies for B2B Email Marketing

Deliverability

Use a tool like Return Path’s Sender Score to monitor

your IP reputation (http://www.senderscore.org)

Copyright Blue Sky Factory 2010

Page 63: Successful Strategies for B2B Email Marketing

Deliverability

Work with your tech team and/or ESP to continually

monitor your email placement to corporate gateway

firewalls (Postini, MessageLabs, Barracuda)

Copyright Blue Sky Factory 2010

Page 64: Successful Strategies for B2B Email Marketing

Deliverability

• Ensure you are subscribed to all available Feedback

Loops (your ESP should do this for you)

• Set up authentication records (Sender ID, SPF,

DKIM/Domain Keys) to help with deliverability

• Learn more about authentication on our blog:

http://blog.blueskyfactory.com/deliverability/authe

ntication-a-key-to-getting-your-emails-delivered/

Copyright Blue Sky Factory 2010

Page 65: Successful Strategies for B2B Email Marketing

Deliverability

Ask your subscribers

to whitelist your

From address to

ensure delivery to

the Inbox

Copyright Blue Sky Factory 2010

Page 66: Successful Strategies for B2B Email Marketing

Compliance with the Law

4% of retailers are not in compliance

with the CAN-SPAM Act. That's on par

with 2008 levels.

Copyright Blue Sky Factory 2010

Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

Page 67: Successful Strategies for B2B Email Marketing

Compliance with the Law

Copyright Blue Sky Factory 2010

The CAN-SPAM Act, enacted in January 2003, imposes a

series of requirements on commercial email, including:

1. Bans false or misleading header information

2. Prohibits deceptive subject lines

3. Requires that your email gives recipients an opt-out

method, and that opt-out requests must be honored within

ten days

4. Requires that commercial email be identified as an

advertisement and include the sender’s valid physical

postal address (P.O. boxes are ok)

Page 68: Successful Strategies for B2B Email Marketing

Compliance with the Law

Want more information on CAN-SPAM

and compliance with the law?

Read more on the Blue Sky Factory blog or

subscribe to our 52 Email Marketing Tips.

Copyright Blue Sky Factory 2010

Page 69: Successful Strategies for B2B Email Marketing

Learn How to Leverage

Social Networks

Copyright Blue Sky Factory 2010

Page 70: Successful Strategies for B2B Email Marketing

Social Media Explosion

752% growth in 2008

30.1 million users & growing

100 million videos viewed daily

3 billion images uploaded

Over 400 million users

Copyright Blue Sky Factory 2010

Page 71: Successful Strategies for B2B Email Marketing

B2B Email Marketing

Copyright Blue Sky Factory 2010

• 86% of B2B firms are using social, compared to 82% of B2C. - BizReport May 2010

• Top applications for the use of social media for B2B

marketers are:

• Thought leadership (59.8%)

• Lead generation (48.9%)

• Customer feedback (45.7%)

• Advertising on sites (34.7%)- BtoB Online November, 2009

Page 72: Successful Strategies for B2B Email Marketing

Is Email Dead?

No way!

Copyright Blue Sky Factory 2010

Page 73: Successful Strategies for B2B Email Marketing

Email + Social Media

Email is the

digital glue of

social media.

Copyright Blue Sky Factory 2010

Page 74: Successful Strategies for B2B Email Marketing

Email + Social: Working Together

Copyright Blue Sky Factory 2010

Page 75: Successful Strategies for B2B Email Marketing

Copyright Blue Sky Factory 2010

Future of Social/Email Integration

Page 76: Successful Strategies for B2B Email Marketing

B2B Email Marketing

Copyright Blue Sky Factory 2010

• Asked to rate the effectiveness of specific social media

sites in their marketing efforts, 51% said that Facebook was

“extremely” or “somewhat” effective, LinkedIn (45%),

Twitter (35%). - eMarketer, March 2010 (Based on Outsell study)

• In contrast, when Hubspot surveyed B2B companies in

North America about lead generation through social

channels, 45% rated LinkedIn effective, compared with just

33% who said the same of Facebook. -eMarketer February 2010

Page 77: Successful Strategies for B2B Email Marketing

Email >> Social

Use your email list to build your social community

Copyright Blue Sky Factory 2010

Page 78: Successful Strategies for B2B Email Marketing

Email >> Social

Copyright Blue Sky Factory 2010

Page 79: Successful Strategies for B2B Email Marketing

Email >> Social

Copyright Blue Sky Factory 2010

Page 80: Successful Strategies for B2B Email Marketing

Email >> Social

Copyright Blue Sky Factory 2010

Page 81: Successful Strategies for B2B Email Marketing

Image credit: http://tellafriend.socialtwist.com/sharing-trends-2009

SocialTwist Social Media Sharing Trends 2009(Tell-A-Friend)

Social Sharing

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Page 82: Successful Strategies for B2B Email Marketing

Social Sharing

Copyright Blue Sky Factory 2010

Page 83: Successful Strategies for B2B Email Marketing

Social Sharing

Don’t be afraid to ask!

Copyright Blue Sky Factory 2010

Page 84: Successful Strategies for B2B Email Marketing

Social Sharing

Give subscribers incentive to share!

Copyright Blue Sky Factory 2010

Page 85: Successful Strategies for B2B Email Marketing

SWYN Stats

Copyright Blue Sky Factory 2010

Page 86: Successful Strategies for B2B Email Marketing

SocialSync

How do I know which social sites my

company should be on?

Copyright Blue Sky Factory 2010

Page 87: Successful Strategies for B2B Email Marketing

SocialSync

Copyright Blue Sky Factory 2010

Page 88: Successful Strategies for B2B Email Marketing

SocialSync

Copyright Blue Sky Factory 2010

Page 89: Successful Strategies for B2B Email Marketing

Social >> Email

Use social media to build your email subscriber base

Copyright Blue Sky Factory 2010

Page 90: Successful Strategies for B2B Email Marketing

Social >> Email

Copyright Blue Sky Factory 2010

Page 92: Successful Strategies for B2B Email Marketing

Social >> Email

Copyright Blue Sky Factory 2010

Twitter

Page 93: Successful Strategies for B2B Email Marketing

Social >> Email

Copyright Blue Sky Factory 2010

Facebook

Page 94: Successful Strategies for B2B Email Marketing

Social >> Email

Copyright Blue Sky Factory 2010

Don’t forget the original social tool: Forward to a Friend

Page 95: Successful Strategies for B2B Email Marketing

• Where are your customers communicating? Be aware of

conversations that are relevant to customers.

• Linkedin Groups, Facebook Groups, Twitter and Hashtags,

other industry networks

• Develop tools they can use and create value:

• Conversation tracking for meeting planners

• Mobile applications for meeting attendee

• Become an authority.

• Developing a meetings industry blog for Tom Noonan, Visit

Baltimore’s President and CEO

• Be a friend and a resource; don’t always try to sell

Real World Email Marketer Advice: Visit Baltimore

Copyright Blue Sky Factory 2010

Page 96: Successful Strategies for B2B Email Marketing

Launched social media presence with new brand &

website in early 2010

• Primary goal: Increase number of Facebook fans

• Secondary goal: Awareness for company Twitter account & blog

Jones & Bartlett Case Study

Copyright Blue Sky Factory 2010

Page 97: Successful Strategies for B2B Email Marketing

Jones & Bartlett Case Study

• Initially added “Follow Us” buttons to homepage,

but wanted to get the word out to their existing,

loyal customer base.

• Turned to Blue Sky Factory for guidance in how to

best communicate this message to their database.

Copyright Blue Sky Factory 2010

Page 98: Successful Strategies for B2B Email Marketing

Jones & Bartlett Case Study

•Email sent to over 178,000 customers on May 25, 2010

•Within one week, their Facebook fan count grew 65%

Copyright Blue Sky Factory 2010

Page 99: Successful Strategies for B2B Email Marketing

Email + Social Media

• Ask your customers to follow you on social networks via email links, landing

pages, your website and all customer interactions

• Include links to your social media pages in all email communications (even

transactional emails!)

• Include a SWYN tool in all email, and encourage sharing with valuable, share-

worthy content

• Mention your social presence in all marketing channels

• Include an email opt-in link whenever you share content on social sites

• Remember to be consistent to your brand across all channels

• Identify your objective for each social channel, and tailor your message on that

channel to your audience there

Copyright Blue Sky Factory 2010

Page 100: Successful Strategies for B2B Email Marketing

Thanks for Attending

50 Ways To Build Your Email Marketing List

Download your free copy here:

http://www.blueskyfactory.com/b2bwebinar

Copyright Blue Sky Factory 2010

Page 101: Successful Strategies for B2B Email Marketing

Please Contact Us

Please submit your questions now via the GoToWebinar dashboard

Amy GarlandMarketing Manager

[email protected]

Joanna Lawson-MatthewSenior Client Services Manager

[email protected]

www.blueskyfactory.com

blog.blueskyfactory.com

Twitter: @blueskyfactory

Contact Blue Sky Factory:

Copyright Blue Sky Factory 2010