5 komponenter, der skaber effektiv email markedsføring for b2b markedsførere

5 komponenter, der skaber effektiv email markedsføring

Mere information here www.michaelleander.com | www.michaelleander.me

Det sagde de adspurgte...

Email marketing - stages

Messaging

Customer intelligence

Mass Communication

Demographic data

Customer history

Contact data

Personalized Communication

Segmented Communication

Transactional Communication

Customer transaction

Intention/ behaviour

Data source Integrated Web analytics

Web sales Mailing list/ database

CRM system Mailing list/ database

Customer value

Potential benefit = Tailored sales

Loyalty

Information

Relevant offers

Behavioral Communication

Potential benefit = Up-sales

Trigger based emails based

on transaction

Trigger emails

based on behavior

Newsletters & surveys

Lifecycle emails

Email campaigns/ offers

97% are here

Email Marketing Audit Components 1. Email Marketing Purpose & Objectives

2. Email Marketing Content Concept

3. Email Marketing Value Proposition

4. Permission Marketing and Privacy

5. Frequency and channels

6. Profiling, segmentation and subscription center tactics

7. Subscriber acquisition conversion ecosystem

8. Messaging tactics including welcome flow

9. Design in templates and design consistencies

10. Response tactics / inbound marketing

11. Data management including bounce management procedures

12. Use of behavioral data

13. Email Marketing Service Provider alignment with objectives

14. Triggers & events + transactional emails.

15. Deliverability and ISP issues

TOP TIP

Check your database/list frequently !

Never active

Seldom active

Active frequently

Always active

40-60%

2-5%

Your content concept

Your value proposition

Attract audience

Engage audience

Measure & react

First 30 days

Sign-up tactics

Automate

Email Marketing Roadmap

Fokus på Mind Box først !

Hvad skal du have permission til?

Tilbud og promotions

Send newsletters

Send Alerts og updates

10

1 Volume indicator

H

L

Recipient engagement

L

H

11

3 different frequencies – each delivers different

types of newsletters

Dit indholdskoncept

beskriver Hvad du tilbyder Hvilke fordele Hvorfor det er relevant og

for hvem det er relevant Frekvens Tænk som en publisher

Tips til et godt indholdskoncept

Vær unik Vær ærlig om hvad du kan

levere / tilbyde Manage expectations –

don’t overpromise

14

Intro links / Pre-header

Intro story (Credibility)

Functional links

Survey or result

”Products and offers”

Activate profiling call to action

”Article”

Sender branding

”more articles”

Functional links

Can be differentiated

based on profile

TOP TIP Zoom of preheader >>

Øvelse

• På 5 minutter, skriv indholdet af dit eget indholdskoncept, gerne differentieret på – Segment

– Produkt- eller løsningsområde

– Sprog?

• Husk benefit, overvej frekvens, tænk over bidragsydere til dit indhold, partnerskaber, kan resellers involveres etc.

Dernæst

Oversæt dit indholdskoncept til din Email Value Proposition

Summary of the content concept = ESP

(Email Value Proposition)

Bullet list of benefits

gets attention

Showing or linking to a sample works well

Her er en meget tekst tung side, der forklarer fordele i

spandevis

Go to this page and learn >> http://www.draytonbird.com/helpfulideas

Notice the headline

Vs.

Hvor meget information skal du bede om ved sign-up?

A: Sign-up for Free Trial

B: See Plans and Pricing

Dine knapper gør en forskel

Tanker om kritisk masse

0

5

10

15

20

25

Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

GROWTH IN SUBSCRIBERS

De første 30 dage og velkomst flow

I email markedsføring…

En ny subscribers oplevelse i begyndelsen har stor indvirkning på

hvor lang tid du kan få personen til at hænge ved, og hvilken værdi du får

fra den person

Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

Sign-up

First Contact

First Newsletter

Second newsletter

The First 30 Days – What’s your flow?

Push referral

80% click on one or more of those

links!

Tips, tricks og best practices for email markedsføring

Hvad er (som regel) vigtigst ?

Afsender Emne linie

Test subject lines

A. Get two brand new articles about branding

B. News in a flash – articles about branding

A -> 32% B -> 42%

Men vær bevidst om hvad du måler og hvorfor – emne linie

Hvilken af disse genererede højest CTR (Click Through Rate) ? A ? B ? C ?

A B C 26,22% 5,00% 10,32%

Hvad med design?

Three C’s layout

www.emailvision.com

C1 = Capture

C2 = Convince

C3 = Click

Three C’s examples

www.emailvision.com

C1

C2

C3

C1

C2

C3

C1

C2

C3

Design and content tips

• Skriv så det er hurtigt at forstå at i har en releation – Du har tidligere vist interesse i

• Brug emotional links – ”Learn how to improve your ....” instead of ”Read

more”

• Link to stories from text, images, buttons

• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc

Prime real estate Subject line: Rest In Peace in Zanzibar

Below the fold area

Give several response options – and put emotions into your link texts

Re-use content and increase the ”I’ll stick around for more” factor

Box it Up!

12 sections of personalized content

Increased revenue by 25% per email

sending

What’s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service

How to share-to-social?

Include your social media properties to increase engagement

Share button @ each article direct links to the article on your website from social media platform

Increase CTR by 30%

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

Learn more about this topic