5 Must Haves for an Effective Email Campaign
Presented By:Karra Hendrix and Kelly Pugh
Act-on
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5 Must Haves for an Effective Email
Campaign
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Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 | Telephone: 866.226.0828 | Fax: 715.833.3953Email: [email protected] | Web: www.associationofmarketing.org
Seminar ID: 401344
Prepared By:Karra Hendrix and Kelly Pugh
Act-on
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Karra HendrixProduct Marketing
Manager
Kelly PughSr. Manager, Demand
Generation
Agenda
• Modern Buyers Journey
• 5 Campaign “Must Haves”
• Q & A
3
The Marketing World Is Changing…
The New Paradigm
ACCESS TO INFORMATION+
ACCESS TO CHOICE_____________________
BUYER CONTROL
4
The Customer Journey Has Been Digitally Transformed78% start the buying process with a web search, 50% turn to social media for peer reviews
Attract
Capture
Nurture
Expand
Convert
WebCompany WebsiteEvents Sales Social Email Content
BEN BETHWeb search
Product pages
Attends Tradeshow
Downloads Whitepaper
Sales Call #1Meeting Occurs
Registers for webinar
Downloads Case Study
Downloads eBook
Sales Call #2 Meeting Occurs Connects with
other customers
Follow-Up Email
Sales Call #1Meeting Occurs
DownloadsCase Study
Confers with peers on LinkedIn
Looks at Company LinkedIn
Product Pages
Attends virtual Event
Downloads Whitepaper
Sales Call #2Meeting Occurs
Follow-Up Email
Sales Call #3Becomes Customer
Subscribes to customer newsletter
Downloads Datasheet
Attends User Group
Pricing pages
Sales Call #3 Becomes Customer
New customer welcome email
The challenge: Creating an Adaptive Journey
The RightMessage
To the Right Person
At the RightTime
In the Right Channel
5
Email is (Still) a Powerhouse
The number of worldwide email
accounts is projected to grow to more than 5.2 billion accounts by the end of 2018.
The total number of worldwide email
users, including both business and
consumer users, will also increase to more
than 2.8 billion in 2018.
- Radicati Group
Tip 1: Make it Mobile
Friendly
FACT: The number of mobile phone users in the world is expected to pass the five billion mark by 2019.
What to Try:
• Responsive Design
• Mobile-Friendly Design
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5 Ideas for Marvelous Mobile Emails
Provide plenty of white space
2.Leave room for
copy
3.Keep load times
short
4.Don’t assume
everyone is using the latest device
(or has a great connection)
5.Optimize the
preheader text
1.
Tip 2: Get Personal with
Your Audience
FACT: According to Econsultancy, 74% of marketers say targeted personalization increases customer engagement.
Awareness Research Internal Education
Strategy & Timing
Solution Determinat
ion
Recommendations
Final Decision $$
TOP OF FUNNEL MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
7
TIP 3: Connect Through Social Media
TIP 3: Connect Through Social Media
Drive Up Subscriptions with Opt-ins
Create Once, Use Often with Repurposed Content
Gain Followers and Fans through social links
9
TIP 3: Connect Through Retargeting Ads
Tip 4: Develop Your
Nurturing Side
47%larger purchases than non-
nurtured leads.
Nurtured leads make
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What is Lead Nurturing?
• Lead nurturing is an automated email program that encourages prospects to interact with your brand.
• Lead nurturing allows you to send highly targeted messages based on the recipient’s profile, interests, and behaviors.
Example – Nurture for Marketing Director persona
1 2 3
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Tip 5: Pull the Trigger to
Gain Attention
The RightMessage To the Right
Person
At the RightTime
In the Right Channel
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What Is It
• Trigger an email based on action (or lack of action)
• Let your audience self-identify• Use digital body language to find
your messaging sweet spot
5 Tips Discussed:
1. Make it Awesome on Mobile
2. Get Personal with Your Audience
3. Connect Through Different Channels
4. Develop Your Nurturing Side
5. Pull the Trigger to Gain Attention
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Karra HendrixProduct Marketing
Manager
Kelly PughSr. Manager, Demand
Generation
THANK YOU!
www.act-on.com @actonsoftware
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