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How to Win at B2B Email Marketing
Adam Q. Holden-Bache offers insights into effective B2B email marketing, emphasizing the importance of audience targeting, personalization, and measuring success through various metrics. He highlights the need for quality over quantity in email lists and provides strategies for improving open and conversion rates. The document outlines key practices for creating engaging email content, optimizing for mobile, and maintaining a good sender reputation.
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Similar to How to Win at B2B Email Marketing
How to Win at B2B Email Marketing
- 1. Adam Q. Holden-Bache@adamholdenbache
- 2. • Founded MassTransmit in 1996 • Developed proprietary email platforms • Sold to Striata in April, 2015 • 18+ years Email Marketing experience • Author of “How to Win at B2B Email Marketing”
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- 4. 2015 MarCom Gold Award 2016Axiom Business Books Gold Award
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- 16. BRING OUT YOUR DEAD!
- 17. BRING OUT YOUR DEAD! BUT I’M NOT DEAD YET
- 20. Emails are sentevery minute
- 22. The average U.S.worker spends of their time reading and answering emails
- 27. • IT’S UBIQUITOUS WHYIS EMAIL STILL DOMINANT? • PEOPLE CHECK IT Frequently & Respond • It’s Fast & Measurable • It’s Cost Effective • It’s Own-able • It has a high Return on INvestment
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- 35. • Increase revenue/sales Whatis Your • Generate leads • Reduce acquisition cost • Improve conversion rates • Increase retention • SHORTEN SALES CYCLE
- 36. • HIGH DELIVERYRATE SUCCESS • HIGH CLICK-THROUGH RATE • LOW SPAM COMPLAINTS • HIGH OPEN RATE • LOW Unsubscribe Rate • Increased shares, forwards, web site visits
- 37. • Generating andNuturing Leads: 78% B2B Marketers Goals: • Enhancing/Building Brand: 68% • Driving Sales: 59% • Strengthening Thought Leadership: 52%
- 38. CONSTANTLY ESTABLISH ANDREFINE BENCHMARKS AND TRY TO IMPROVE THEM FOR EVERY CAMPAIGN
- 40. • Customers Who isyour audience? • Clients • Colleagues • Competition • Prospects • Media
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- 42. • Who areyou sending to? Questions to ask: • WhY are you sending the message? • WHAT DO THEY WANT? • WHEN & WHERE Should they receive it? • WHAT WILL MAKE THEM CONVERT? • How will you measure success?
- 44. 68% rate emailas “Good” or “Excellent” at generating ROI Most marketers allocate Less than 25% of their budget to email BUT…
- 46. YOUR EMAIL MARKETINGEFFORTS
- 47. INCREASING EMAIL LISTSIZE SHOULD BE A TOP PRIORITY FOR B2B Marketers
- 49. YOUR LIST SIZEIS IRRELEVANT IF YOU DON’T HAVE QUALITY Subscribers
- 50. Attract the audienceyou desire
- 51. 95% of peoplewho OPT-In to Email Messages from Brands consider the MESSAGES useful
- 52. 1. WEBSITE WHERETO COLLECT DATA 2. SURVEYS 3. OFFLINE EVENTS 4. ONLINe EVENTS 5. REGISTRATIONS FOR DOWNLOADS 6. Point of Sale 7. Facebook 8. Twitter 9. LinkedIn 10. Videos 11. Sweeps and Promotions 12. Email Signatures 13. Print ADS 14. Direct Mail 15. QR Codes 16. Mobile Apps 17. Mobile text subscriptions 18. Blog
- 57. Allow users tomanage their data Through preference centers
- 59. 1. You’ll Riskyour Reputation 2. You’ll be labeled a spammer 3. Your deliverability will suffer 4. It’s not effective DO NOT PURCHASE AN EMAIL LIST
- 60. IT’s Not JustAn email address. You are communicating with a human being.
- 62. WHAT EMAIL ISNOT: • A BLAST • A Digital VERSION OF A pRint Ad or direct mail piece • A WEB PAGE • ONE BIG IMAGE • like ANY OTHER MARKETING CHANNEL
- 63. EMAIL IS EXPERIENCEDIN STAGES
- 64. STAGE 1: TheINBOX EMAIL IS EXPERIENCED IN STAGES
- 65. STAGE 1: TheINBOX GOAL: GET THE RECIPIENT TO OPEN
- 66. SUBJECT LINE 35%of email recipients open email Based Solely on the subject line
- 67. STAGE 1: TheINBOX EMAIL IS EXPERIENCED IN STAGES STAGE 2: THE EMAIL BODY
- 68. STAGE 2: The EMAIL BODY GOAL: GETthe CLICK
- 69. • DON’T SELL,EDUCATE HOW DO YOU GET THE CLICK? • SOLVE A PROBLEM • SAVE, SAVE, SAVE • ENTERTAIN
- 71. STOP USING “CLICKHERE” (mobile users Don’t click, they tap)
- 72. • MAKE ITSCANNABLE DESIGN YOUR COPY • USE Headers & Subheaders • Break Apart The Copy • Use Bullets & Lists • Use Bold, Italics & Font Size Variations • Use Color & Whitespace
- 73. STAGE 2: The EMAIL BODY GOAL: GETthe CLICK
- 75. STAGE 1: TheINBOX EMAIL IS EXPERIENCED IN STAGES STAGE 2: THE EMAIL BODY Stage 3: The Web Site/Landing Page ALWAYS DRIVE USERS TOWARDS CONVERSION
- 77. STAGE 3: TheWEB Site/Landing page GOAL: GET THE CONVERSION
- 78. STAGE 3: TheWEB Site/Landing page
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- 81. OF SMARTPHONE OWNERS USEIT TO READ EMAIL (THAT’s more than use it to make phone calls)
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- 86. will delete anemail That doesn’t display correctly in a mobile inbox
- 87. Optimize for Mobile 1. Less content 2. Easy to click 3. Stack content (no columns) 4. Remove or link to low priority content 5. Use responsive design
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- 91. There is no One-size-fits-all Solutionto email marketing
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- 93. ACHIEVE RELEVANCE THROUGH SEGMENTATION& PERSONALIZATION
- 94. Personalized emails willimprove: EMAIL PERSONALIZATION • Open Rates 26% • Click-through Rates 14% • Conversion Rates 10%
- 97. SEGMENTED emails Results: EMAILSEGMENTATION • Increased Open Rates: 39% • Increased Revenue: 24% • Lowered Unsubscribe Rate: 28%
- 98. LIST SEGMENTATION STRATEGIES 1. MARKET SEGMENT 2. BEHAVIOR 3. DEMOGRAPHICS 4. PSYCHOGRAPHICS 5. Geography 6. Sales Cycle Stage 7. VIC’S 8. Job Role/Title/Position 9. Size of Business 10. Source of Acquired Data 11. By Device 12. By Email Platform
- 99. Don’t Be Afraidto send more email as long as you Deliver value every time FREQUENCY
- 102. DYNAMIC/REAL-TImE Emails • Includes real-time information • Changes based on when/where opened • Hyper-personalized
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- 107. RECAP: • Planfor success: HAVE A GOAL • KNOW YOUR AUDIENCE • Data: Quality over quantity • DRIVE TO CONVERSION ( Open -> click -> CONVERT) • optimize for mobile • Deliver relevance
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