Humanization content b2 b email marketing silverpop marketingprofs
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The document provides tips for humanizing B2B emails by focusing on people rather than companies. It discusses using quality, helpful content that addresses customer pains. Tips include using large readable fonts, scannable text, compelling calls-to-action, and personalizing content for individual recipients. The goal is to have a conversational tone and make emails easy for people to engage with.
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Humanization content b2 b email marketing silverpop marketingprofs
- 1. Using Content and Humanization to Turn B2B Emails into H2H Emails Loren McDonald VP, Industry Relations @LorenMcDonald
- 2. Dear Loren, The rest of this email is generic … @LorenMcDonald
- 3. Using a person’s name as the from name is NOT how you humanize emails. @LorenMcDonald
- 4. Anyone know who Todd Scholl is?
- 5. Oh, OK.
- 6. http://visionsfromtheroof.com/wp-‐content/ uploads/2014/06/ BEING_HUMAN_being_human_us_18319766_ Not! 1024_568.jpg
- 7. Humanization Agenda Background Tips Email Critique Q&A Today’s Agenda
- 9. B2B? Is it really?
- 10. Who are the buyers? End user Buyers Manager Related depts Influencer Purchasing Legal Executive sponsor Consultants
- 11. What do they have in common? Individual People Employees Company
- 12. Today’s bumper sticker … Companies don’t buy stuff People do
- 13. B2B: Is it Really
- 14. How do we communicate to these buyers? • Direct mail • Webinars • Phone calls • White papers • eBooks • Videos • Conferences • Email newsletters • Nurture emails Who engages with this content? -‐ People
- 15. So how does Ann Handley define quality content? Human, Quality Content Creative, data driven, well-‐ produced Utility Inspiration Empathy Source: “Everybody Writes”, Ann Handley Helps ease pain, burdens and with making decisions Relentless focus on your customer
- 16. So what does a stinky email look like? @LorenMcDonald
- 17. New company name or new white paper? Who the hell is Samantha Braverman Winterberry Group should be in from name Some context please … tell me more … -‐ No CTA button -‐ Not scannable -‐ Pass the reading glasses -‐ Where is the white space?
- 18. So then what does “being human” look like?
- 19. Humanization and Content Tips @LorenMcDonald
- 22. CTAs Must Pop and Be Finger Friendly Old Template: • Small font • Gray link, poor contrast • Not finger friendly New Template: • Larger font • Links “pop” • Good contrast • Reasonably finger friendly
- 23. Single Most Important Thing You MUST Do … • Body copy: 14px+ • Headlines: 22px+ • Buttons: 44px by 44px Increase Font Size Do NOT Make Readers Pinch or Squint
- 24. Ignoring the punctuation and awkward sentence, I’m kind of intrigued …
- 25. Ouch. No, I didn’t read on. Please give my eyes a break. Color Color. -‐ -‐ -‐ Sub Sub heads head -‐ Imagery
- 26. Chunks, Colors, Images, Contrast, Scannable
- 27. Litmus Newsletter Example • Large font • Scannable • Action-‐oriented • Strong CTA • Specific • Inviting • Bullet-‐proof • The answer … • “2nd step” • Just enough detail • Creates the problem
- 28. • Helpful • Educational • Resources
- 29. Solving the problem by finding a free resource for YOU.
- 30. Helpful reminders about features … you may not remember or know about.
- 31. Simple content that helps.
- 33. It’s a party. Have some fun. Be poetic.
- 34. Honest Straight talk Empathetic Responsive
- 36. Are you addressing customer pains?
- 37. • Pain points identified • How to ease the pain
- 38. It’s a lovely irony that to become more personal, B2B marketers need to become more automated.
- 39. Collect Information on Customer’s Segment
- 40. Give Customer Relevant Information on Products
- 41. Collect Contact Information for Consultant
- 42. Prospect put into nurture track based on which eBook downloaded.
- 43. Personalized, dynamic content based on lead score, past purchases, bus builder, etc.
- 44. Tweet this: Be your email subscribers’ “content Sherpa” via @LorenMcDonald #MPB2B #emailmarketing
- 45. Make CTAs Jump Off the Page Kind of hard to miss …
- 47. Weird Al’s Rebirth: Marketing Lessons That Rock
- 48. Pre-‐header Make Over Weird Al’s Rebirth: Marketing Les … What Markets Can Learn From Weird Al | Bing Integrates Twitter
- 49. -‐ Test “editor comments” -‐ 2-‐column = read or ignore -‐ What about a real person’s name?
- 50. Is your content truly interesting and engaging?
- 52. -‐ Don’t just use the beginning of the article -‐ Explain why a subscriber should read it -‐ Highlights -‐ Pain/Opportunity -‐ Value gained Just say no to … Click Here
- 53. How cool is this? A behind the scenes tour of how the software service you use actually works.
- 54. OK, preferably a human face … but let them know who you are, what you look like.
- 55. Agency team profiles -‐ Bring your company to life by profiling customer-‐ facing employees
- 57. Dynamic and automated emails don’t have to be impersonal.
- 59. Fun, but a bit aggressive and risky Nice transition from “joke” to “solution.”
- 60. Being Human Takeaways @LorenMcDonald
- 61. Have a conversation Show Takeaways empathy Tell them what to do Make it easy Personalize content Maybe make it fun
- 62. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and The Silverpop Marketing Platform The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. UNIVERSAL BEHAVIOR Capture Every Action Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE IDENTITY Connect The Dots Connects every customer touch point into a single view MULTI-‐ CHANNEL Communicate Across Platforms Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL INSIGHTS Understand Path To Revenue Discovers customer preferences by analyzing data from all devices and channels MARKETING DATABASE Manage Behaviors At Scale Manages everything about each customer, easily and at scale INTERACTION ENGINE Automate Communications Gets personal with each customer, one at a time and in real-‐time
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