1 Why email marketing is (still) important

2 How to send the right email to the right person

3 What makes an email world-class

4 Key takeaways and resources

AGENDA

WHY EMAIL MARKETING IS (STILL) IMPORTANT.1

Here’s what people

think about email.

FLICKR USER THOMAS ROUSING

“Email marketing is…”

SPAMMY

OUTBOUND

OLD SCHOOL

Email can be one of your

most effective channels when you

use inbound best practices.

95% of online consumers use email; 91% check email at least once a day.

Email has longer lifespan than social media.

77% of consumers prefer email for marketing communications.

Email lets you be highly personal.

Email marketing has an ROI of 4300%.

1 There are more than 3.2 billion email accounts today.

6

2

3

4

5

6 REASONS EMAIL IS AWESOME.

SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION

(4, 6)

Marketers who say

they use email more

today than they did

three years ago.

EMAIL IS GROWING.

SOURCE: DIRECT MARKETING ASSOCIATION

I get it. I’m in.

How can email help me?

Attract New Visitors

EMAIL MARKETING WORKS FOR EVERY STAGE OF THE INBOUND METHODOLOGY

1

2

3

4

Convert Visitors Into Leads

Nurture Leads Into Customers

Delight Customers Into Promoters

1 ATTRACT NEW VISITORS

People like to share content they like.

FLICKR USER BEN GREY

Examples

OPTIMIZE YOUR EMAIL FOR SHARING

MAILTO LINKS

SOCIAL SHARING BUTTONS

2 CONVERT VISITORSINTO LEADS

Use email to gain

FLICKR BEN GREY

FLICKR RICHARD.ASIA

When a lead forwards your email to someone, you gain the power of social proof.

Encouraging referrals from existing leads

helps you generate new ones.

3 NURTURE LEADS INTO CUSTOMERS

When you segment lists and tailor emails to each lead, they’ll be more engaged.

FLICKR KY_OLSEN

Build a relationship with your lead by being helpful.

FLICKR KY_OLSEN

Nurture leads with content that helps them do their job better.

They’ll be more open to speaking to your sales team down the road.

FLICKR USER JENNY DOWNING

4 DELIGHT CUSTOMERS INTO PROMOTERS

Continue to engage customers by sending helpful resources and customer-only extras –attention is key to delight.

FLICKR USER JD HANCOCK

FLICKR USER THE BROKEN ONE

Email is a cost-effective way to strengthen relationships with customers, upsell products, and reduce churn.

2HOW TO SEND THE RIGHT EMAIL TO THE RIGHT PERSON.

Emails should

add value, not

ask for it.

Determine who your audience is

HOW TO SEND THE RIGHT EMAIL.

1

2

3

Segment your contacts database

Send the right content at the right time

Right ContentRight AudienceRight Timing

SUCCESS+

1 DETERMINE WHO YOUR AUDIENCE IS

BUYER PERSONAS

• Who are your ideal customers?

• What are their interests?

• What are their pain-points

• What are their behavior patterns?

• What are their motivations?

• What are their goals?

2 SEGMENT YOUR CONTACTS DATABASE

This is where

segmentation

comes in.

INBOUND MARKETING STRATEGY

39%

34%

28%

24%

24%

24%

21%

Increased Open Rates

Greater Email Relevance

Lower Opt-Out/Unsubscribe Rates

Better Deliverability

Increased Sales Leads

Greater Revenue

Greater Customer Retention % ofrespondents

EMAIL LIST SEGMENTATION RESULTS

SOURCE: LYRIS, INC.

More criteria = more targeted lists.

More criteria = smaller list sizes.

FLIICKR USER MOHAMMED ALNASER

Some leads are never going to convert.But they love you!

FLICKR IRON RODART – ROYCE VAIR (“STAR SHOOTER”)

LET THEM SPREAD THE LOVE.• Evangelists

• Influencers

• Students

3SEND THE RIGHT CONTENT AT THE RIGHT TIME

SEND CONTENT THAT FOLLOWS

THE BUYER’S JOURNEY

• Videos

• Blog posts

• Slideshares

• Free Tools

• Ebooks/Guides

SEND CONTENT THAT FOLLOWS

THE BUYER’S JOURNEY

• Webinars

• Case Studies

• FAQ Sheets

• Product Whitepapers

• Third-Party Reviews

SEND CONTENT THAT FOLLOWS

THE BUYER’S JOURNEY

• Free Trials

• ROI Reports

• Product Demos

• Consultations

• Estimates/Quotes

SEND CONTENT THAT FOLLOWS

THE BUYER’S JOURNEY

WORKFLOWS AND AUTOMATION

LEAD NURTURING STATISTICS:50% of leads are qualified but not yet

ready to buy. (Source: Gleanster Research)

Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of

marketers use a full-featured marketing automation solution (Source:

Forrester Research)

Nurtured leads produce, on average, a 20%

increase in sales opportunities versus non-

nurtured leads. (Source: DemandGen Report)Lead nurturing emails

generate an 8%

CTR compared to

general email sends,

which generate just a

3% CTR.

(Source: HubSpot)

Lead nurturing emails

get 4-10 times the

response

rate compared to

standalone email

blasts. (Source:

SilverPop/DemandGen

Report)

PERSONLEAD NURTURINGIS LIKE COURTING A

INTRODUCTI

ON(Website Content)

PERSONLEAD NURTURINGIS LIKE COURTING A

FIRST DATE(First form Completion)

INTRODUCTI

ON(Website Content)

PERSONLEAD NURTURINGIS LIKE COURTING A

FIRST DATE(First form Completion)

MANY DATES(LN EMAILS)

INTRODUCTI

ON(Website Content)

PERSONLEAD NURTURINGIS LIKE COURTING A

FIRST DATE(First form Completion)

MANY DATES(LN EMAILS)

INTRODUCTI

ON(Website Content)

THE PROPOSAL(Evaluate vendor offer)

THE WEDDING(Become a customer!)

3 TYPES OF WORKFLOWS:

1. Standard - Triggered by a contact's time of enrollment,

like joining a smart list or filling out a form.

2. Fixed - Triggered by a calendar date, like a webinar,

conference, or holiday

3. Property-Based - Triggered by a contact date property,

like a trial expiration date or renewal date.

WORKFLOWS

LISTS EMAIL

SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES

CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER

Workflow Workflow Workflow Workflow

SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES

CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER

Workflow Workflow Workflow Workflow

CREATE WORKFLOWS WITH GOALS WITHIN A LIFECYCLE STAGE

FOR LONGER SALES CYCLES

Download EBook Attend WebinarDownload Checklist Request Demo

Workflow WorkflowWorkflowLEADMARKETING

QUALIFIED

LEAD

Goal Consideration

(Webinar)

Consideration Webinar

GoalDecision

(Buyer Guide)

Send Email

Awareness > Consideration > Decision Workflow

Awareness Download

DecisionBuyer Guide

Goal$ Purchase $

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Goal Met

Yes

No

Send Email

Finished nurturing but did not meet

goal

Finished nurturing but did not meet

goal

Finished nurturing but did not meet

goal

Goals lists should be used with all

Workflows that you developed that

have an intended outcome in mind.

Examples of contacts meeting the

criteria of a goal list include contacts

registering for a webinar or

conference, requesting a demo,

visiting a pricing page etc.

Successful Workflows never use goal lists

based on if a contact simply opens or clicks a

link in an email

WORKFLOW GOAL LISTS

Identify who you will be targeting: It is important for goal setting to

identify which lifecycle stage and persona(s) you will be targeting.

Create a goal for the Workflow: The goal of your Workflow should be to

move your leads through the lifecycle/buying process stages. Make the goal

something quantifiable like “request demo/trial/assessment/inquiry.

Create list to trigger nurturing Workflow: The options available to

trigger a Workflow are almost limitless. Start with a simple list which includes your

content downloads (whitepapers, Ebooks, checklists, case study downloads, etc,

and begin experimenting from there

Write emails and save for automation: Make sure you are clear on email

best practices to maximize your chances of each lead completing the goal you set

Create Workflow: Don’t forget to turn the Workflow on!

Analyze/Update Workflow: Make sure you take the time to analyze your

Workflow and don’t be afraid to switch things up.

BEST PRACTICES FOR NURTURING WORKFLOWS