email marketing check-up: how to diagnose and prevent common b2b email failures

Email Marketing Check-Up:How To Diagnose and Prevent Common B2B Email Failures

© 2011 Marketo, Inc. #Marketo

http://www.marketo.com/

Speakers

Shar VanBoskirk, Forrester ResearchVice President and Principal Analyst

Jon Miller, MarketoVP Marketing@jonmiller2

#Marketo

© 2011 Forrester Research, Inc. Reproduction Prohibited3

How do business marketers use email today?

What are some common pitfalls for B2B email marketers?

How can B2B marketers improve email program performance?

Agenda





Agenda


85% of business marketers will use email by year end


This contributes to email’s continued growth

Forrester expects email marketing

investment to grow at a 10% CAGR

between now and 2016


Interactive investments are growing overall


But B2B marketers are less likely to adopt email best practices

Coordinate our e-mail and mobile marketing

Run welcome routines for newly registered users

Coordinate our e-mail and online display advertising

Coordinate our e-mail with promotions on our web site

Segment and target users on past purchase behaviors

Segment and target users on interactions with our site

Clean e-mail lists of inactive users

0% 10% 20% 30% 40% 50% 60%

B2C B2B

Base: 252 interactive marketers

Source: December 2010 US Interactive Marketing Online Executive Panel Survey

Which of the following e-mail marketing tactics do you currently use?


What holds B2B email programs back?

Complex products and sales cycles

Direct sales forces which don’t have the most cooperative relationships

with marketing

Specialized goals with only basic tools

Multiple marketing programs with limited resources

B2B marketers typically support:


B2B emailers have fewer resources than do B2C firms

B2B B2C

What will be your company's total Interactive Marketing budget in 2010? (Average) $2.6 Billion $ 3.5 Billion

How many people work in your company’s interactive marketing department? (Average) 37 66

Base: 252 interactive marketers

Source: December 2010 US Interactive Marketing Online Executive Panel Survey

But B2B interactive marketers typically support as

many programs as their B2C counterparts do


What holds B2B email programs back?

Complex products and sales cycles

Direct sales forces which don’t have the most cooperative relationships

with marketing

Specialized goals with only basic tools

Multiple marketing programs with limited resources

Limited customer insight capabilities

B2B marketers typically support:


The result? B2B emails fail the basics down

Source: October 12, “2010 The Best And Worst Of Email Marketing, 2010”





Agenda


Most email marketing programs fail


Forrester evaluates the user experience of an email across four dimensions

C1: Can users subscribe to the program?C2: Is registration intuitive?C3: Can the user learn about the benefits of the program while subscribing?

Value

C4: Does the email provide essential content?C5: Is the content engaging?C6: Does email content meet the expectation set by the original registration?C7: Can the user take action?C8: Can the user share the email?

Presentation

C9: Does the email header invite opens?C10: Is the message self-explanatory without graphics?C11: Can users understand the email at a glance?C12: Are there ways to read the message via mobile?

Trust

C13: Does the “from” address communicate a recognizable sender?C14: Can the customer control their email profile?C15: Does the email footer instill trust?

Subscription


Ernst & Young links to email registration on the home page


Are you missing an opportunity to collect email addresses?

Don’t assume that social has replaced email as the

preferred way to communicate with you.

Collect email addresses on your home page!


HP’s registration is clear and explanatory

HP provides explanations and benefits associated with data collection . . .


. . .At each step in the registration process

HP’s registration is clear and explanatory


Novartis emails deliver against the promise set at registration


But email content is not engaging and fails our presentation criteria

Novartis just turns its press releases into email newsletters.Don’t fall into this trap!

Subject lines do not invite opens


Content cannot be understood at a glance


There is no way for a user to take action or

otherwise interact with Novartis


There is no email footer,

no opt-out option, no

way to change email

preferences


McKinsey keeps its emails simple

Provocative subject line invites opens

Email encourages sharing

Comprehensive footer:

• Reminds subscriber of expectation set at registration

• Allows for preference management and opt-out

• Provides access to privacy policy and online support





Agenda


1) Learn from B2C marketers

Make subject lines invitational

Use a recognizable and trusted sender name and address

Promote social and mobile

integration at the top of the email


1) Learn from B2C marketers

Provide access to multiple social outlets

**29% of Castrol’s email subscribers come from Facebook

Create a comprehensive footer which links to a user-

friendly privacy policy and email preference center


2) Segment your customer list

•In one year, HP generates $100

million in sales and saves

another $100 million in customer

service costs with its Technology

At Work email newsletter.

•The email is customized to user

preferences and job function


3) Align email purpose with sales objectives

Generate leads

First National Capital Corporation automated emails on behalf of sales representatives which cost $16,000 and generated $70 million in funded revenue.

Initiate word of mouth

Educate clients on contract benefits Cisco uses email to educate existing customers about products available for their use.Engage inactive clients

Promote new or additional products Ziff Davis engage users, offers rewards and encourages user contribution to articles in its emails.Cultivate loyalty

Email objective Example

Acquire

Renew

Enrich


4) Ditch batch and blast tools

Create customized messages

Integrate email into lead management efforts

Manage deliverability

– Manage opt outs and user email preferences

– Monitor deliverability

– Scrub lists

Prioritize the ability to:


5) Measure email value, not just activity

Lead quality Sales process Other campaign results

Life time value

Lead volume Leads conversion Lift in performance from integrating email

Long term value of email subscribers v non email subscribers

Lead qualityTime to close an account

Email referrals

Lead conversionResources, cost to close an account

Decreased cost in other media for the same result

Life time value of converted leads

How does email influence:


Recommended reading

The Best And Worst Of Email Marketing, 2010

http://www.forrester.com/rb/Research/best_and_worst_of_email_marketing%2C_2010/q/id/57012/t/2

Forrester's Email Marketing Review Scorecard

http://www.forrester.com/rb/Research/forresters_email_marketing_review_scorecard/q/id/57844/t/2

The New Email Marketing Review

http://www.forrester.com/rb/Research/new_email_marketing_review/q/id/57013/t/2

Reaching Your Most Valuable Email Customers

http://www.forrester.com/rb/Research/reaching_most_valuable_email_customers/q/id/56422/t/2

http://www.forrester.com/rb/Research/best_and_worst_of_email_marketing,_2010/q/id/57012/t/2

http://www.forrester.com/rb/Research/best_and_worst_of_email_marketing,_2010/q/id/57012/t/2







© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Shar VanBoskirk617-613-5845

[email protected]

www.forrester.com

Jon Miller, MarketoVP Marketing@jonmiller2

#Marketo

© 2011 Marketo, Inc. Marketo Proprietary and Confidential

The B2B Email Marketing Solution Checklist Lead nurturing Auto-responders and

behaviorally triggered emails Emails on behalf of sales

representatives Integrated event marketing

functionality Lead management integration

(scoring, lead lifecycle)


Marketo Lead Management

LandingPages

Segmentation

LeadScoring

Lead Nurturing

EmailMarketing

Reporting and Analytics


Additional Resources

• The Definitive Guide to Lead Nurturingbit.ly/DGtoLN

• The Definitive Guide to Lead Scoringbit.ly/DGtoLS

• Email Marketing vs. Marketing Automationbit.ly/EMvsMA

• Marketo’s Email Marketing Benchmark SurveyComing soon

http://bit.ly/DGtoLN

http://bit.ly/DGtoLN

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS

http://bit.ly/EMvsMA

http://bit.ly/EMvsMA

#Marketo

Q&A+1.877.260.6586www.marketo.com

Thank You+1.877.260.6586www.marketo.com

email marketing check-up: how to diagnose and prevent common b2b email failures

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