Adam Q. Holden-Bache @adamholdenbache

• Founded Mass Transmit in 1996

 

• Developed proprietary email platforms

• Sold to Striata in April, 2015

• 18+ years Email Marketing experience

• Author of “How to Win at B2B Email Marketing”

b2bemailmarketingbook.com

2015 MarCom Gold Award

2016 Axiom Business Books

Gold Award

TAKEAWAY

TIP

@b2bemailbook

@adamholdenbache

BRING  OUT  YOUR  DEAD!  

BRING  OUT  YOUR  DEAD!  

BUT  I’M  NOT  

DEAD  YET  

Emails are sent every minute

The average U.S. worker spends

of their time reading and answering emails

• IT’S UBIQUITOUS

WHY IS EMAIL STILL DOMINANT?  

• PEOPLE CHECK IT Frequently & Respond

• It’s Fast & Measurable

• It’s Cost Effective

• It’s Own-able

• It has a high Return on INvestment

 

 

• Increase revenue/sales

What is Your  

• Generate leads

• Reduce acquisition cost

• Improve conversion rates

• Increase retention

• SHORTEN SALES CYCLE

• HIGH DELIVERY RATE

SUCCESS  

• HIGH CLICK-THROUGH RATE

• LOW SPAM COMPLAINTS

• HIGH OPEN RATE

• LOW Unsubscribe Rate

• Increased shares, forwards, web site visits

• Generating and Nuturing Leads: 78%

B2B Marketers Goals:  

• Enhancing/Building Brand: 68%

• Driving Sales: 59%

• Strengthening Thought Leadership: 52%

CONSTANTLY ESTABLISH AND REFINE BENCHMARKS AND TRY TO IMPROVE THEM FOR EVERY CAMPAIGN  

• Customers

Who is your audience?  

• Clients

• Colleagues

• Competition

• Prospects

• Media

 

• Who are you sending to?

Questions to ask:  

• WhY are you sending the message?

• WHAT DO THEY WANT?

• WHEN & WHERE Should they receive it?

• WHAT WILL MAKE THEM CONVERT?

• How will you measure success?

68% rate email as “Good” or “Excellent” at generating ROI  

Most marketers allocate Less than 25% of their budget to email  

BUT…  

YOUR EMAIL MARKETING EFFORTS  

INCREASING EMAIL LIST SIZE SHOULD BE A TOP PRIORITY FOR B2B Marketers

YOUR LIST SIZE IS IRRELEVANT IF YOU DON’T HAVE QUALITY Subscribers

 

Attract the audience you desire  

95% of people who OPT-In to Email Messages from Brands

consider the MESSAGES useful  

1. WEBSITE  

WHERE TO COLLECT DATA  

2. SURVEYS  3. OFFLINE EVENTS  

4. ONLINe EVENTS  5. REGISTRATIONS FOR DOWNLOADS  6. Point of Sale  

7. Facebook  8. Twitter  9. LinkedIn  

10. Videos  11. Sweeps and Promotions  12. Email Signatures  

13. Print ADS  14. Direct Mail  15. QR Codes  

16. Mobile Apps  17. Mobile text subscriptions  18. Blog  

Allow users to manage their data Through preference centers  

1. You’ll Risk your Reputation  2. You’ll be labeled a spammer  3. Your deliverability will suffer  4. It’s not effective  

DO NOT PURCHASE AN EMAIL LIST  

IT’s Not Just An email address. You are communicating with a human being.  

WHAT EMAIL IS NOT:  

• A BLAST

• A Digital VERSION OF A pRint Ad or direct mail piece

• A WEB PAGE

• ONE BIG IMAGE

• like ANY OTHER MARKETING CHANNEL

EMAIL IS EXPERIENCED IN STAGES  

STAGE 1: The INBOX

EMAIL IS EXPERIENCED IN STAGES  

STAGE 1: The INBOX

GOAL: GET THE RECIPIENT TO OPEN

SUBJECT LINE  

35% of email recipients open email Based Solely on the subject line

STAGE 1: The INBOX

EMAIL IS EXPERIENCED IN STAGES  

STAGE 2: THE EMAIL BODY

STAGE 2: The EMAIL BODY

GOAL: GET the CLICK

• DON’T SELL, EDUCATE

HOW DO YOU GET THE CLICK?  

• SOLVE A PROBLEM

• SAVE, SAVE, SAVE

• ENTERTAIN

STOP USING “CLICK HERE” (mobile users Don’t click, they tap)  

• MAKE IT SCANNABLE

DESIGN YOUR COPY  • USE Headers & Subheaders • Break Apart The Copy • Use Bullets & Lists • Use Bold, Italics & Font Size Variations • Use Color & Whitespace

STAGE 2: The EMAIL BODY

GOAL: GET the CLICK

STAGE 1: The INBOX

EMAIL IS EXPERIENCED IN STAGES  

STAGE 2: THE EMAIL BODY

Stage 3: The Web Site/Landing Page

ALWAYS DRIVE USERS TOWARDS CONVERSION

STAGE 3: The WEB Site/Landing page

GOAL: GET THE CONVERSION

STAGE 3: The WEB Site/Landing page

 

OF SMARTPHONE OWNERS USE IT TO READ EMAIL

(THAT’s more than use it to make phone calls)

 

 

will delete an email That doesn’t display correctly in a mobile inbox

 

Optimize for Mobile  

1. Less content 2. Easy to click 3. Stack content (no columns)

4. Remove or link to low priority content

5. Use responsive design

< DEsktop  

Mobile >  

There is no One-size-fits-all Solution to email

marketing  

Relevance = REsults  

ACHIEVE RELEVANCE THROUGH SEGMENTATION & PERSONALIZATION  

Personalized emails will improve:

EMAIL PERSONALIZATION  

• Open Rates 26%

• Click-through Rates 14%

• Conversion Rates 10%

SEGMENTED emails Results:

EMAIL SEGMENTATION  

• Increased Open Rates: 39%

• Increased Revenue: 24%

• Lowered Unsubscribe Rate: 28%

LIST SEGMENTATION STRATEGIES  

1. MARKET SEGMENT 2. BEHAVIOR

3. DEMOGRAPHICS

4. PSYCHOGRAPHICS

5. Geography

6. Sales Cycle Stage

7. VIC’S 8. Job Role/Title/Position

9. Size of Business

10. Source of Acquired Data

11. By Device

12. By Email Platform

Don’t Be Afraid to send more email as long as you Deliver value every time

FREQUENCY  

DYNAMIC/REAL-TImE Emails  

•  Includes real-time information

•  Changes based on when/where opened

•  Hyper-personalized

IN-EMAIL Transactions  

IN-EMAIL Payments  

RECAP:  

• Plan for success: HAVE A GOAL • KNOW YOUR AUDIENCE • Data: Quality over quantity • DRIVE TO CONVERSION ( Open -> click -> CONVERT) • optimize for mobile • Deliver relevance

b2bemailmarketingbook.com

Adam Q. Holden-Bache adam@B2bMarketingbook.com @adamholdenbache @B2bemailbook