Getting the Payoff fromDirect Response Mail

Allison HartsoeVice President of Analytics

Semphonic

Online Marketing SummitSEATTLE | JUNE 2010

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Part One: Basics of Email Marketing

- 10 minutes of PPT tutorial

Part Two: Tracking Email Marketing

- 10 minutes of Campaign standard

Part Three: Marketing Automation Tools

- 15 minutes of technology screen shots showing what drives our system.

Part Four: Discuss Your Strategy

Overview

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Basics of Email Marketing

Some rules can be bent, others can be broken.

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There is not one “right” way, but here are some good places to start:

Mechanics• timing of drops, number of drops, legal• deliverability

Content• subject line, voice, call to action, message

Segmentation• why, where

Basics of Email Marketing

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Timing of drops • Shoot for Tues-Thurs afternoon send times for B2B.• Evenings for B2C – day depends.

Number of drops• Limit sends to every 10-14 days• 10% bounce rate (undeliverable) typical

Legal Compliance• Can-Spam Act• Easy unsubscribe

Mechanics

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Deliverability• Improve deliverability with email authentication #1• High image, low text ratio can trigger spam filters• Using font larger or smaller than 10-12 point flags spam• These words or symbols can cause havoc:

• money• discounts• free offers• ALL CAPS• Lots of !!!! or $$$$

Mechanics

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Subject Line• Recognizable “from” name. Will need multiple.• Subject is brief (20-50 characters)• Highlights value, immediacy and offering. No guessing.

Voice• How we build trust. • Tendency to speak sales (vague, superlatives).• Speak to a person in their “language”.• Make a positive emotional/ brand connection.

Content

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Call to Action• Clear and simple. Understand within 5-10 seconds. • Repeat. Beginning, middle, end and sidebar. • Action plus immediacy (do this now).

Message• Clear, straightforward message in first 90 words.• Compelling facts only. No fluff. • HTML vs Plain Text. Use multi-part formatting.

Content

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Why?• Segmented campaigns produce at least 30% more

opens and 50% higher CTR than undifferentiated

messages.

• Avoid list burn-out.

Where?• Start with the list

• geographic, behaviorial, purchase history, time of open

• In the subject line can be helpful.

Segmentation

A Brief Walk-Through

Step 3. Clicked

Step 1. Message is Received

• Recognize the sender.• Subject is brief.• Subject highlights clear value.

Subject Line and From are doing the work

From: June DershewitzSubject: Semphonic Brings Advanced Analytics Training to San Jose

– 100% delivery rate / 18% open

• Subject is timely. • Subject is personalized.

*

From: Gary AngelSubject: Dinner with Semphonic in SF on June 16

- 96% delivery rate / 75.86% open

If you put yourself in your prospect's shoes, you can see that that final

desired action should be nothing more than a click. Your customers don't

even want to read your emails, much less be sold to in the actual email.

– Marketing Experiments Online

Use your landing page and the rest of your site to actually sell.

Step 3. Link is Clicked

From: June DershewitzSubject: Semphonic Brings Advanced Analytics Training to San Jose

– 100% delivery rate / 18% open- 3.77% click through rate

From: Gary AngelSubject: Dinner with Semphonic in SF on June 16

- 96% delivery rate / 75.86% open

- 41% click through rate

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Campaign Standard

Standards help you go the distance.

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To track multiple campaigns:

1. Create a systematic standard

2. Tag your links

Campaign Standard

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What goes into a standard?

Type of marketing effort (email, banner, ppc)

Business unit

Audience / Target

Version

What does not go in?Date

Confidential data

Campaign Standard

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Step 1: URLs need a Query String

This is everything after the question mark (?)

http://www.yoursite.com/landing_page.php?utm_campaign=fall-sale&utm_medium=banner&utm_source=boston.com&utm_content=text-only   

http://www.yoursite.com/?wt.mc_id=ppc-prov_prosp-campaignxyz

http://www.yoursite.com/?cid=bac-invid_prosp-joinnow

 

Campaign Standard

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Step 2: How to build the Query String

Google accepts the following variables in the query string. The red variables are the most important:

utm_campaign – the name of your marketing campaign. Keep it short and general.

utm_medium – method of distribution. This might be all PPC now but you could extend this tracking to email campaigns, banner ads, etc.

utm_source –who are you partnering with to push the message? Google, Yahoo, MSN, for example.

utm_content – ad version. Often used for testing one version of text over another.

utm_term – keyword. Google analytics will pull Adwords data through, but other engines will be lost unless you do further integrations.

 

 

Campaign Standard

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Step 3: Tag your links

Any link anywhere which is part of your campaign should be tagged. For example:

a PPC campaign run on Google might look like this:

http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=google

a PPC campaign on Yahoo might look like this:

http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=yahoo&utm_term=dental-insurance   

a newsletter campaign might look like this:

http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=news&utm_source=campaigner&utm_term=dental-insurance   

 

 

Campaign Standard

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Campaign Standard

Campaign IDTarget Audience Creative Goal

       

bac-med-healthyfamilies-109 Consumer 540x120 image Acquisition, Learn More

bac-mem-prenatal-110 Consumer 734x120 image Acquisition, Learn More

bac-ifp-dental-111 Consumer 540x120 image Acquisition

bac-mem-pharmacist-113 Members 734x120 image Acquisition, Learn More

bac-prd-mlprodupdate-114 N/A N/A N/A

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Marketing Automation Tools

I swear, I will not kill anyone.

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Running an Automated System

Marketing Database

CRM Database

EmailsWeb

Salesforce.comSugar

MarketoPardotSalesfusionGeniusmany more

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Six Reasons Why We Use It1. Email sends and reports

2. Segmentation by behavior and geography

3. Full web tracking

4. Automated lead scoring

5. Grade the “ideal” prospect

6. Nuture leads with daisy-chain campaigns

Why use marketing automation?

Overall Email Send Statistics

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Individual Email Send Statistics

Automated List Segmentation

Web Tracking through the Cloud

Website• IP lookup let us know companies/ competitors are on

and what they did.• Refer data tells us what was searched to get to us.• Progressive form capture moves anon visitor to

individual.• Synchronized by email with CRM.

Prospect Web Tracking Report

Pardot syncs to Sugar CRM

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Web Tracking in Real Time

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Automated Lead Scoring

• Form/form handler/landing page success: +50 points• Form/form handler/landing page error: -5 points

• Site search query: +3 points• Tracker click (from a Prospect Insight email, plug-in

email, or a third-party email that includes a tracking parameter): +3 points

• Visitor session: +3 points• Visitor page view: +1 point (if not customized)• Visitor page view specific pages: +5 points

• Opportunity created: +50 points• Opportunity lost: -100 points

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Six Reasons Why We Use It1. Email sends and reports

2. Segmentation by behavior and geography

3. Full web tracking

4. Automated lead scoring

5. Grade the “ideal” prospect

6. Nuture leads with drip campaigns

What we are just starting to do

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• Monthly bits of information• Segmented information (xchange, mobile, omniture)• Conversional, helpful tidbits• Rule of 29

Drip Campaign Examples

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Running an Automated System

Marketing Database

CRM Database

EmailsWeb

Salesforce.comSugar

MarketoPardotSalesfusionGeniusmany more

1. There is no one “right” way.2. Focus on building the relationship.3. Different relationships for segmented audiences.4. Aim to make your message something that generates

recurring positive sentiment and response.5. Sell on the landing, not the email.6. Use automation tools to make the process easier.7. Set up address to check the actions of your rules.

Key Takeaways

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Discussion: Your Strategy

You’re so money and you don’t even know it.

Allison Hartsoe

VP Analytics

Semphonic

www.semphonic.com

ahartsoe@semphonic.com

503-961-4443

Twitter: @a8llison

LinkedIn: http://www.linkedin.com/in/allisonhartsoe

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Thank You

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