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Developing Email Campaigns that Educate and Convert
The document discusses best practices for developing email campaigns that educate and convert leads. It recommends segmenting audiences based on attributes and behaviors. Content should be targeted, personal, and address the specific needs of different audience segments. Email messages should educate over time to build rapport while subtly promoting products. Testing different message elements helps maximize effectiveness. The goal is to engage the right person with the right information at the right time through an automated drip campaign.
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Developing Email Campaigns that Educate and Convert
- 1. Developing Email Campaignsthat Educate and Convert Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us, use #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
- 2. Today’s Presenters Ryan Goodin Janelle Johnson Owner, Diligent Brands Director, Demand Gen, Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
- 3. Old Habits DieHard • Subscriber lists • Timelines • HTML-heavy • Impersonal www.act-on.com | @ActOnSoftware | #ActOnSW
- 4. The Evolution • Intelligent segmenting • Understand prospect, develop profile • Addressing specific needs • Leveraging new technology www.act-on.com | @ActOnSoftware | #ActOnSW
- 5. B2B Consumers • Self-educators • Ease-of-access • Abundant information • Social networks www.act-on.com | @ActOnSoftware | #ActOnSW
- 6. Drip Email Marketing • Educating over time • Subtle promotion • Developing rapport • Demonstrate expertise www.act-on.com | @ActOnSoftware | #ActOnSW
- 7. Personalization: Things toAvoid • Huge lists • Poor targeting • Company-centric • Watered down www.act-on.com | @ActOnSoftware | #ActOnSW
- 8. Personalization: Define YourAudience • Responsibilities? • Role? • Challenges? • Solutions? www.act-on.com | @ActOnSoftware | #ActOnSW
- 9. Personalization: Define YourAudience • List development • Who you target • What message to deliver www.act-on.com | @ActOnSoftware | #ActOnSW
- 10. Personalization: Segmenting • Good:Manufacturers in the Midwest • Better: CEO’s, Presidents, Owners of manufacturers in the Midwest • Best: CEO’s, Presidents, Owners of manufacturers with $10MM-$50MM in revenue, within 50 square miles of downtown Chicago www.act-on.com | @ActOnSoftware | #ActOnSW
- 11. Segmentation Made Easy •Combine profile attributes • With specific observed behaviors • And within a specified time frame www.act-on.com | @ActOnSoftware | #ActOnSW
- 12. Personalization: Segmenting • Rightinformation, right person, right time • Personal rapport www.act-on.com | @ActOnSoftware | #ActOnSW
- 13. Crafting the Message:Series of Emails • Establish key ideas / educate • Evaluate progress • Maintain contact 35-50% of sales go to the vendor that responds first (Source: InsideSales.com) www.act-on.com | @ActOnSoftware | #ActOnSW
- 14. Email Elements • Fromaddress • Subject line • Greeting www.act-on.com | @ActOnSoftware | #ActOnSW
- 15. Email Elements • From address • Subject line • Greeting • Introduction • Closing • Signature www.act-on.com | @ActOnSoftware | #ActOnSW
- 16. The Traditional SalesLetter • Canned intro • All about us • Lengthy content • Don’t do it! www.act-on.com | @ActOnSoftware | #ActOnSW
- 17. The Modern EmailCommunication • To the point • Engaging • Understanding • Bullets • Call to action www.act-on.com | @ActOnSoftware | #ActOnSW
- 18. Mapping Content toYour Audience • Role • Decision makers – binary role, rely on management to influence the decision • Influencers – research role, get their hands dirty with the details www.act-on.com | @ActOnSoftware | #ActOnSW
- 19. In Action: DynamicEmail Content • Targeted • Personal • Effective www.act-on.com | @ActOnSoftware | #ActOnSW
- 20. Content Development • Publishing •Content recycling • Articles / blog posts • Whitepapers • Case studies • Videos • Webinars www.act-on.com | @ActOnSoftware | #ActOnSW
- 21. Content Development: Whatto Write About • Economic conditions, how you fit in • Value proposition • What you bring to the table • Experience www.act-on.com | @ActOnSoftware | #ActOnSW
- 22. Content Development: Production • Webinars – interview key contacts • Video – product features • Articles – stepped process • Guest contributor • Article summary www.act-on.com | @ActOnSoftware | #ActOnSW
- 23. Marketing Automation • Deliver a series of emails • Automated campaigns • Data gathering forms • List management / segmenting • Sales intervention • Lead scoring • CRM integration www.act-on.com | @ActOnSoftware | #ActOnSW
- 24. Example: Lead Scoring •Status Category Excellent Okay Bad • Small software company Job Title IT Director 5 System Administrator 3 Sales Engineer -4 • Two locations – U.S. and Asia Location of United 5 Hong Kong 4 Romania -5 Headquarters States • Growing globally Company > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Size • Target Industry Information Technology 5 Computer Software 4 Automotive -5 • Services Large budget prospects Budget > 50,000 4 10,000 - 3 < 10,000 -2 50,000 Implicit Online Behavior Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on company's Jobs web page. -5 www.act-on.com | @ActOnSoftware | #ActOnSW
- 25. Delivery: Timing • Time of day • Day of week • Time between emails • Duration www.act-on.com | @ActOnSoftware | #ActOnSW
- 26. Delivery: Basics • Spam triggers in subject line • No attachments • Limit images • Multiple contacts, same company • SPAM compliance www.act-on.com | @ActOnSoftware | #ActOnSW
- 27. Links • Anchor textwith call to action • Location / placement www.act-on.com | @ActOnSoftware | #ActOnSW
- 28. Links • Navigation andreporting www.act-on.com | @ActOnSoftware | #ActOnSW
- 29. Message Testing • Links www.act-on.com | @ActOnSoftware | #ActOnSW
- 30. Message Testing • Split lists • Timing • Frequency • Subject lines • Content • Link verbiage www.act-on.com | @ActOnSoftware | #ActOnSW
- 31. Track all Activities •Test multiple variables • Measure effectiveness • Day/Time , Subject, Format • Opens, Clicks, Opt-outs www.act-on.com | @ActOnSoftware | #ActOnSW
- 32. In Closing • Understand your audience • Educate, fulfill a need • Build credibility • Develop rapport • Right place, right time www.act-on.com | @ActOnSoftware | #ActOnSW
- 33. Contacts • Ryan Goodin@ Diligent Brands 773.203.0743 | [email protected] | diligentbrands.com • Janelle Johnson @ Act-On Software 877.530.1555 | [email protected] | act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW
- 34. Next Steps • VisitAct-On’s booth • Sign up for a demo: act-on.com • Get in touch Call our hotline at: 877.530.1555 Email us: [email protected] www.act-on.com | @ActOnSoftware | #ActOnSW
Editor's Notes
- #12 Combine profile attributes:TitleDepartmentLocationWith specific observed behaviors:Web page visitsWebinar sign-up and attendanceContent downloadedAnd within a specified time frame:1 day7 days14 days…and so on