inbound & email marketing: so happy together

Baltimore, Maryland

Blue Sky FactoryDriving Email Marketing Performance

Inbound & Email Marketing: So Happy Together

Brian Halligan - CEO, HubspotGreg Cangialosi - CEO, Blue Sky Factory

Tuesday, October 13,20091:00 PM

Inbound MarketingStretch The Top Of Your Funnel

Outbound Marketing

Outbound Marketing Is Hard

800-555-1234AnnoyingSalesperson

Get Found

Threats & Opportunities

Threats & Opportunities

Step 1

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Step 2

Step 3

Step 4

Learn More

Getting the Opt-In - Step 1

• Permission-Based Email

• No pre-checked boxes or tricks

• Consider using incentives.   

TRUST is Established!

Copyright 2009 Blue Sky Factory

Make it Easy to Convert

• Make the sign-up easy• Provide sign-up on every page and/or prominent

on homepage• Ex: Active Junky

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While They Are Converting...

• Tell them what they will receive!

• Include newsletter / communication titles and a brief description of what you offer.

• Show the frequency at which they are sent.

• Include other email offerings – Specials, Press Releases, etc.

Copyright 2009 Blue Sky Factory

Welcome Email - Step 2

• Send a Welcome Email Immediately!• Confirm the benefits of your communication:

o 78% of welcome emails explained the benefits of signing up. - Email Experience Council

• Confirm frequency/type of email.• Use Branding (reinforces the sender/receiver

relationship)

Copyright 2009 Blue Sky Factory

Copyright 2009 Blue Sky Factory

Working the Funnel - Step 3

1. Top of Mind = Mindshare!

2. Nurture, Nurture, Nurture. (Its not about the sale today)  3. Add value to your subscribers.

4. There are many different types of "conversions" treat them uniquely.

Copyright 2009 Blue Sky Factory

The Follow Up

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The Gentle Reminder

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The Cross Sell

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The Newsletter

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Adding Value & Relationship

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Frequency (Test, Test, Test)• Do not over email!

• Frequency should be determined on a list-by-list basis

• Allow subscribers to choose the amount of email they receive from you o 37.4% say they receive more email than they expected when

they signed up. - Return Path •  Track results in opens, clicks, opt-outs (that says

it all!)

Copyright 2009 Blue Sky Factory

Data Collection Over Time

• Subscribers can edit or add to their contact information

• Allow them to add data that you did not acquire during their initial sign-up o Nameo Demographic Informationo Geographic Informationo Additional areas of Interest

• Use data for personalization

Copyright 2009 Blue Sky Factory

Key Considerations:

- Supplement traditional marketing efforts with inbound marketing techniques (social media, blogs, SEO, etc)

- Make your conversion (subscription process) SIMPLE.

- Stay in front of your base with timely relevant emails that your subscribers asked for.

- Track rigorously, and optimize through testing.

Copyright 2009 Blue Sky Factory

Thank You!   Q& A

Greg Cangialosi Connect.410.230.0061 x104 greg@blueskyfactory.com www.blueskyfactory.com www.thetrendjunkie.com @gregcangialosi  @blueskyfactory 

Brian Halligan

Connect.

1-800-482-0382 www.hubspot.com@bhalligan@hubspot

Copyright 2009 Blue Sky Factory