Email Marketing

TRAINING SERIES

Email Marketing TRAINING SERIES

In this webinar, we will cover:

• Fundamentals of email marketing• Creating and sending emails in LeadOutcome• Analyzing results (understanding what metrics matter and why)• How to act on these results

Email Marketing: Fundamentals TRAINING SERIES

• List building do’s and don’ts• Using auto-responders• CAN-SPAM compliance and what that means• Optimizing emails for delivery• Persona building and how that affects your emails• Frequency and relevancy

Email Marketing: Fundamentals TRAINING SERIES

LIST BUILDING DO’S AND DON’TS

DO:• Use Tags to segment based on relevancy (use with forms or smart pixels)• Use targeted lists when you’re sending emails• Build lists naturally/organically• Provide the offer with a link in your email vs on a Thank You Page

DON’T:• Purchase lists!!• Always send all emails to all leads• Send irrelevant, untargeted information

Email Marketing - Fundamentals TRAINING SERIES

Ideas for building lists naturally:

• Blog• Whitepapers, eBooks, PowerPoints, infographics, free stock images• Share on social media (Twitter now indexing tweets!)• Using social media to create conversation and generate traffic• Go to tradeshows and networking events• Bid for targeted, long-tail keywords and track them for organic usage• Use video & video SEO

Email Marketing - Fundamentals TRAINING SERIES

USING AUTORESPONDERS:

• Form length should be equal to the value of content offered• Understanding of cookies and how that affects submissions• Directing to a Thank You Page• Following up with nurturing campaigns• Employing Tags for segmentation• Tying in emails that require the recipient to take action

Email Marketing - Fundamentals TRAINING SERIES

CAN-SPAM COMPLIANCE

WHAT IS IT?

Email Marketing - Fundamentals TRAINING SERIES

CAN-SPAM COMPLIANCE

• 2003 law setting the standard for commercial email sending• Canadian CAN-SPAM law updated in 2014 with stricter standards• Fines & potential imprisonment for abuse

So, what does this mean for most marketers?

Email Marketing TRAINING SERIES

“There are rules for going about an outbound marketing campaign. You cannot amass a list of random email addresses and enter them into an auto-responder list because not only is this against most auto-responders’ terms of service, but individuals who do not choose to opt into the e-mail list can claim spamming, and that is actually illegal.” – MarketingLand

http://marketingland.com/fundamentals-executing-profitable-outbound-email-marketing-campaigns-113231

Email Marketing - Fundamentals TRAINING SERIES

OPTIMIZING YOUR EMAILS FOR DELIVERABILITY

Deliverability: the ability to get your emails delivered to theintended destination.

• Understand DMARC and the impact it has on your emails.

Email Marketing - Fundamentals TRAINING SERIES

QUESTION:

What things in your emails can trigger a spam filter to ding youremails as spam?

Email Marketing - Fundamentals TRAINING SERIES

Email Marketing - Fundamentals TRAINING SERIES

Email Marketing - Fundamentals TRAINING SERIES

What things in your emails can trigger a spam filter to ding youremails as spam?

• Attachments• Excessive red font

• Excessive punctuation• Excessive capitalization• Excessive use of FREE

• Image-only emails / excessive images in emails

Email Marketing - Fundamentals TRAINING SERIES

PERSONA LIST BUILDING AND HOW THAT AFFECTS YOUR EMAILS

• Goes back to list building and sending targeted messages• Use language that connects with your audience

(B2B, B2C, millennials, Gen Xers, etc.) • State a reason for sending your emails

Email Marketing - Fundamentals TRAINING SERIES

FREQUENCY & RELEVANCY

• Goes back to list building and sending targeted messages• Let your audiences know that you’ll be emailing them• Too many messages = bad• Too few messages = bad• Meaningless messages = bad

Email Marketing – Create/Send TRAINING SERIES

CREATE & SEND EMAILS IN LEADOUTCOME

Email Marketing – Analyzing Results TRAINING SERIES

ANALYZING RESULTS: (understanding what metrics matter and why)

• Your send rate doesn’t matter, slightly.• Your open rate doesn’t matter.• Your open rate doesn’t matter.• Understand why it doesn’t matter.

Any guesses why it doesn’t matter?

Email Marketing – Analyzing Results TRAINING SERIES

ANALYZING RESULTS: (understanding what metrics matter and why)

So what does matter?

• Click rate• Unsubscribe rate• Spam complaint rate

Email Marketing – React on Results TRAINING SERIES

HOW TO REACT TO THE RESULTS THAT MATTER

• Refine messaging for existing messages and/or future messages• Use SMART PIXELS to react (unsubscribe from a campaign, assign/unassign a tag, etc.)• Don’t obsess over metrics too much (focus on trends)

Email Marketing – React on Results TRAINING SERIES

JUST BECAUSE YOU KNOW THEY WANT IT, DOESN’T MEAN THEY WANT ITFROM YOU RIGHT NOW…T&C 2015

Email Marketing - Conclusion TRAINING SERIES

• Build lists organically.• Understand CAN-SPAM, DMARC and spam triggers.• Understand your personas.• Optimize your emails (ALWAYS be optimizing) for content,

frequency, and relevancy.• Focus on the metrics that matter.• Have a follow-up action in place for those metrics.

Email Marketing - Conclusion TRAINING SERIES

QUESTIONS?

Email Marketing - Conclusion TRAINING SERIES

THANK YOU!