Download - How To Master Autoresponders In 20 Minutes
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HOW TO MASTER AUTORESPONDERS IN 20 MINUTES
Presented by Reggie Brady
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PRESENTER
Reggie Brady Expert Email Consultant Reggie Brady Marke;ng Solu;ons Strategic e-‐Marke=ng Agency [email protected] | 203 838-‐8138 www.linkedin.com/in/reggiebrady
MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. [email protected] 800-‐920-‐7227
• Strategic marke=ng leader with 20+ years of experience on the client and service side
• Target Marke=ng Magazine -‐ Advisory Board
• Current NYU Adjunct Professor
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u What autoresponders are and why are they important to your business
u Benefits of autoresponders u How to approach rules-‐based campaigns u Importance of data analysis, targe=ng and A/B tes=ng
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WHAT ARE AUTORESPONDER EMAILS? u Autoresponder emails are triggered messages that
are sent to the recipient based on ac=ons they have taken or events in the lead or customer journey
u They are important to businesses because they:
§ Streamline and automate marke=ng tasks. Once you set up the rules and the messaging, you are set.
§ Increase efficiency and reduce poten=al for mistakes since these messages are pre-‐set up and automated
§ Help you grow revenue by delivering sequenced messaging to your target, lead or customer
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BENEFITS OF AUTORESPONDER EMAILS u You can nurture lead rela=onships by sequencing content and
offers based upon their interac=ons with you § You can qualify leads during the nurturing mul=-‐touch process § This contributes to a be`er alignment between marke=ng and sales
u You can deepen your rela=onship with exis=ng customers § Raise their awareness of your brand § Cross-‐sell or up-‐sell addi=onal products and services
u A well planned and executed program will improve your ROI
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RETURN ON INVESTMENT Maturity Class Mean Class Performance
Best-‐in-‐Class Top 20%
• 25% of Sales forecasted pipeline generated by Marke;ng
• 21% average year-‐over-‐year improvement in revenue • 11% average year-‐over-‐year improvement in response
rates
Industry Average Middle 50%
• 7% of Sales forecasted pipeline generated by Marke;ng
• 2% average year-‐over-‐year improvement in revenue • 2% average year-‐over-‐year improvement in response
rates
Laggard BoTom 30%
• 4% of Sales forecasted pipeline generated by Marke;ng
• 2% average year-‐over-‐year decline in revenue • 1% average year-‐over-‐year decline in response rates
Aberdeen Group – Email Marke=ng: Customers Take it personally – 12/10
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EXECUTION – LEAD MANAGEMENT • Most B2B leads are not ready to turn over to sales – 73% are
not qualified enough.
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CMO COUNCIL REPORTS THE CAUSE
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WHAT MAKES IT WORK – RELEVANT CONTENT IS IMPORTANT
Note: the impact es=ma=on was based on qualita=ve and quan=ta=ve es=ma=ons across Merkle’s numerous clients over years, actual results may vary by industries and clients
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EMPLOYING ENGAGING CONTENT
“To create great content that has the poten<al for people to share it … you can’t be talking about your products. You need to think about the informa<on you can create that will help solve the problem your audience cares about.”
Image source: ZakPrauer.com
David Meerman ScoT Marke=ng Strategist and
Best-‐Selling Author
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WHAT IS CONTENT MARKETING?
Content marketing is a marketing technique of creating (or curating) and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
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B2B Content Marke;ng Usage By Tac;c
On average, B2B marketers use 12 tac=cs
CONTENT MARKETING TECHNIQUES OVERVIEW
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360 DEGREE VIEW OF CUSTOMER
Image Source: h`p://indiasharepointpartner.com/microsof-‐navision-‐ax.html
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You want to track, collect and aggregate all the informa=on available on each lead and each customer.
u Customer informa=on § Name and address § Demographics § Interests
u Length of customer or
lead rela=onship
u For business to business firmagraphics such a company, =tle and department are par=cularly important
360 DEGREE VIEW OF CUSTOMER
Image Source: h`p://janrain.com/product/profile-‐data-‐storage/
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You want to track, collect and aggregate all the informa=on available on each lead and each customer. u Interac=on history
§ Email to web § Content viewed § Events (webinars, registra=ons…) § Last ac=vity date
u Purchase history § Date of last purchase § Value of purchase § Total purchases (dollars and items) § Mul=-‐buyer informa=on
360 DEGREE VIEW OF CUSTOMER
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• You want to track, collect and aggregate all the informa=on available on each lead and each customer.
u Channel preferences u Frequency of interac=on u Lack of interac=on
360 DEGREE VIEW OF CUSTOMER
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OTHER WAYS TO ENHANCE CUSTOMER OR LEAD DATA If you’re missing vital informa=on from your internal marke=ng efforts, there are addi=onal resources at your disposal.
u Public records u Third party overlays from data companies u Web informa=on u Company informa=on
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WHY A 360 DEGREE VIEW OF THE CUSTOMER? u Be`er understand your customer and their needs u Match campaigns to a specific target audience u Use the informa=on to filter the campaign
§ We will not promote to this group(s) § We must create a mul=-‐touch campaign to this group(s)
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CUSTOMER ANALYSIS TO DRIVE SEQUENCED CAMPAIGNS
Level 1 2 3 Segment Profile/Firmographics or
Response Propensity Purchase Behavior or
Value Potential Value
or Need Criteria • List
• Geography • Customer Type (Consumer, SMB)
• Propensity Score
• Dollar– H, M, L • Transactions – H, M, L • Units – H, M, L
• Need – Usage Type • Wallet Share • Cost to Convert
Basics Best Prac<ces
Three levels of sophis=ca=on for developing streams of communica=ons
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ON BOARDING – 5 PARTS: MORE THAN A WELCOME KIT!
1. Welcome 2. Activate 3. Entrench 4. Grow 5. Engage § Welcome
§ Make a personal connection
§ Complete the order
§ Assure product/service customer adoption
§ Reinforce the relationship with
- repeat purchase
- peripherals and
- education
§ Cross-Sell
§ Up Sell
§ Monitor
§ Dialog
§ Earn & Burn
CASE STUDY: Bank Checking Account
§ Welcome Kit - starter checks – bank card app – drive to web
§ Personal Preference Page
§ Complete the order
§ Make a deposit
§ Write a check
§ Use Bankcard
§ Drive to Web
§ Refer-A-Friend
§ Over Draft Protection
§ Online Banking
§ Bill Pay
§ Cross-Sell Bank Products
§ Up Sell Account Type
§ Behavioral Triggers
§ Newsletters & Statements
§ Loyalty Program
Most Common Onboarding Program Error: Skipping Steps
Source: Vernon Tirey -‐ Making Mul=-‐Channel Marke=ng Pay
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DELIVERING RELEVANT MESSAGES Leveraging Templates & Dynamic Content
u Easy to use Templates with Content Blocks
u Personaliza=on Variables in Text
u In-‐line Edi=ng & Formanng
Source: Vernon Tirey -‐ Making Mul=-‐Channel Marke=ng Pay
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RESULTS Typical results afer 6 months of Onboarding Execu=on
u Reten=on Rate: Increase 15%
u Product Ownership Ra=o: Increase 120%
u Deposit Balances: Increase 33%
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EVENT INVITATION USING SIMPLE RULES u Send event invita=on u Wait 3 days u If registered, send confirma=on details
§ Send follow-‐up either day before or morning of the event
u If not registered, send a follow-‐up reminder …it’s not too late
u Afer the event § Follow up email to a`endees § Email to non-‐registrants with link to event and/or presenta=on
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EVENT INVITATION USING SIMPLE RULES
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EVENT INVITATION USING SIMPLE RULES
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ANALYZING YOUR CAMPAIGNS This is not easy but one first step is to compare your results with industry metrics
Epsilon – Q1-‐14 Email Trends and Benchmarks –a study of 6.2 billion emails sent by Epsilon across mul=ple industries for around 140 clients
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AND LOOK AT THE BOOST FOR TRIGGERS
Epsilon – Q1-‐14 Email Trends and Benchmarks – 8-‐14
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u Many site visitors are ini=ally anonymous
u Through cookies and unified tracking you can iden=fy the lead when they provide their informa=on. This allows you to connect the dots.
ANONYMOUS JOHN ü Mul=ple visits to site ü Visited blog ü Read 4 key pages on site
with detailed informa=on
ü Registered to download white paper Now we know him! And, we can =e back prior behavior.
IT ALL STARTS WITH THE DATA YOU COLLECT
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THEN IT’S ALL ABOUT HOW YOU COMMUNICATE u Understand where they are in the sales funnel
§ Are they looking for overview informa=on or serious specs?
u Can you provide informa=on based on =tle? § You need different messaging for an IT person vs. a financial person
u Can you link email ac=vity to your web site?
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WHAT TO TEST u Tes=ng is an art and a science
u Pick a variable and test it against your control
§ Test one variable at a =me – for example, a personalized subject line
u Genng reliable and repeatable results depends on the size of your file § If your file is large, take an nth name selec=on § If your file size is small, you must select enough email addresses so that you get at least 100 responses.
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IDEAS FOR TESTING u Personaliza=on of the subject line – name u Personaliza=on of the subject line -‐ =tle u Calls-‐to-‐ac=on u Register now u Register now to receive
our white paper u Bu`ons and colors u One column vs. two
column design
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IDEAS FOR TESTING u Responsive email design for your mobile readers u Long vs. short u Tenure of the lead u Email messaging based on where you think they are in the
funnel u Email messaging based on =tle and/or func=on
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THANKS FOR YOUR ATTENTION
If you have ques=ons or comments, please email me at [email protected]
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Try Pinpointe’s Email Marke;ng Solu;on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 1 million emails)
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