why spray and pray isn’t cutting it anymore
TRANSCRIPT
Why Spray and Pray Isn't
Cutting It Anymore.
How to Amplify Your Email Ripple Effect Beyond the Initial Email Blast.
Summer Webinar Series | Session 4 | August 4
About “HOW TO” Series
Lead Generation Techniques… to drive more qualified leads…
that YOUR sales will be excited to act on.
• Focus on How to Get Out of the Status Quo of:
** Sources: Sirius Decisions; Aberdeen Group
Only 20% of your
leads being followed up on
Only 16% of your
total leads deemed
sales-ready, actually
closing
Losing 80% of your
„bad leads’to
competitors
within 24 month
About Your Sponsors
Helps organizations of all
sizes find the best tools to fit
their needs
Provider of one of industry‟s
most popular and fastest
growing cloud-based integrated
marketing platforms
Previous Sessions
So Why Should I Call this Guy?
• How to Get Critical Lead Data to Sales
• Change “Why” to: “Wow, Can’t Wait to Call”
Make New Friends, Keep the Old
• Recycle, Educate and (Re) Deliver
• Change “Wasted Leads, Resources &
Campaign Dollars” to: Opportunities and ROI”
There’s a Party Going on, You’re Not There
• How to Identify Potential Hot Prospects
• Change “Lurkers and Gripers” to:
“Conversions and Opportunities”
Today‟s Session:Why Spray and Pray Isn’t Cutting it Anymore
Session Agenda:Why Spray and Pray Isn’t Cutting it Anymore
The Problem The Opportunity Tools To Get
You There
Did You Know?
Average person receives
75-350 emails a day
25-30% of emails received
spam; unsolicited
39% of US have smart
phones; expected to be
50% by end of 2011
The Problem:Overloaded and Distractions
• Inbox overload
• Spam Sensitivity
• Stronger Spam Filters
Competing Forces
• IM, Text
• Social Channels
• RSS Feeds
• Do More With Less Mantra
The Problem:Not Supporting All Possible Actions
Recipient Will…
• Respond to offer
• Go to website to access
• Forward to friends;
colleagues to get scoop
• Google to learn more
• File away to respond later
• Delete; Opt-out
Missed Opportunities
Making it Hard for Prospects
• Relying on forms for conversions
• Not having multi-channel coverage
• Mixed messages and call to actions
Making it Hard for Sales
• Not capturing relevant lead data
• Not guiding leads through funnel
• Message misalignment
Results: Wasted Opportunity to Have More Conversions,
Bigger Campaign ROI and Greater Funnel Impact!
The Opportunity:Go Beyond Email Marketing
The Opportunity:Optimize Your Campaigns
1. Create a marketing
ecosystem that walks,
talks and works together
2. Aim before you shoot with
relevant content based on
target audiences
3. Increase likelihood of
getting it delivered
The Opportunity:1. Build Marketing Ecosystem
• Brand consistent
throughout all mediums
• Offer easily identifiable,
accessible and focused on
one action
• Support results by giving
sales campaign objectives,
access to materials, and
lead behaviors
The Opportunity:2. Aim Before You Shoot
• Clean lists constantly,
bounces, opt-in/out
preferences
• Target with list segments
based on attributes and
behaviors
• Focus on content and call
to action that is relevant to
audience
The Opportunity:3. Give Emails Fighting Chance
Increase likelihood of getting
past spam filters.
• Avoid large/multiple images;
defer to light html
• Avoid words that will get flagged,
such as Free, New, Results..
• Go easy on number of links
• Have it from „real person‟ not
„info@; sales@; nurture@...
The Opportunity:3. Give Emails Fighting Chance
Blast with confidence on
ability to get through.
• General deliverability
• Avoid getting black listed
• Managed capacity
• ISP relationships
Know your email vendor’s
reputation and capabilities
The Opportunity:3. Give Emails Fighting Chance
Support likelihood of getting
attention, responses.
• Avoid „big x‟ in preview panel
• Use prime real estate correctly
• Focus ONLY on offer; CTA
• Email haiku - compelling,
succinct
• Easy to respond - no long forms
or no forms at all
• Don‟t forget how it renders on
smart-phones
The Tools to Make it Happen
Elevate Your Email Campaigns to Better Support
Conversions…Time to See the Tools..Introducing Theresa…!
Must Haves:
• Ability to easily create; manage
marketing channel ecosystem
• Segmenting, cleaning, deliverability
• Real-time activity-based lead profiles
for effective sales engagement
Cover all your bases…
• Strategic list, content and lead
management
• Leverage all channels, systems
and tools
• Focus on prospect‟s point of view
– relevant content, email best
practices to promote easy
engagement
The Opportunity:Elevate Your Game for Campaign Success
The Tools to Make it Happen:Act-On Integrated Marketing Platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
Tying It All Together“How to Market to Win”
So Why Should I Call this Guy?
• Change “Why” to: “Wow, Can’t Wait to Call”
Make New Friends, Keep the Old • Change “Wasted Leads, Resources &
Campaign Dollars” to: Opportunities and ROI”
There’s a Party Going on, You’re Not There • Change “Lurkers and Gripers” to:
“Conversions and Opportunities”
Why Spray and Pray Isn’t Cutting it Anymore • Change “Deletes and Wasted Efforts” to:
“Responses and Higher ROI”
Next Steps:Tremendous Opportunity
Make It Happen With Act-On:Join Weekly Demo: www.actonsoftware.com
Request 1x1 Demo: [email protected] or (877) 530.1555
Next Steps:
How to Guides; Session Materials
• Make New Friends But Keep the Old
• Why Should I Call This Guy?
• There‟s a Party Going On, You‟re Not There
• Why Spray and Pray Isn‟t Cutting it Anymore