delivering results: email, automation and the new buyer's journey
TRANSCRIPT
DELIVERING
Email, Automation
& The New Buyer’s
Journey
RESULTS
INTRODUCTION
Tom Burke, CEO Chris Knipper, CEO
Validation
Append
Intelligence
ABOUT US - SYMBIOSIS
Content Marketing
Demand Generation
Marketing Automation
Email Deliverability
Facts
Challenges
List Growth
5 Steps to Success
The New Buyer’s Journey
Email and beyond
Building Workflows
Personalizing the
experience
TODAY’S WEBINAR
Today buyers are making their decisions by doing research online.
In fact, 61 percent of buyers will use search engines to research products
online. But even the most qualified of those buyers are not making a
purchase immediately — 50 percent of qualified leads who visit your
site are not ready to buy.
THE NEED FOR EMAIL
61% 50% Of buyers will use search
engines to research
products online
Of qualified leads who visit
your site are not ready to
buy
Email customers have 12% higher value than social media customers. (Custora)
Almost 1/3 of repeat customers are initiated by email (Forrester)
There are 3 times as many email accounts than there are Facebook and Twitter accounts combined! (SmarterTools)
EMAIL - ALIVE AND WELL
12
% H
V
EMAIL SM
Can be difficult to obtain email addresses from existing customers and website visitors.
Mail must be delivered to the inbox and read by the user in order to be effective, which depends on deliverability and relevancy.
Emails change often–up to 25% of your list churns each year.
EMAIL CHALLENGES
Improving Marketing
Results by Addressing Email
Deliverability Issues
PART 1
EMAIL MARKETING SUCCESS
Starts with growing your list.
Ask for email addresses at
every touch point
Provide valuable and relevant
content
Make it easy
LIST GROWTH WITH
TOWERDATA EMAIL APPEND Match existing postal customers
with opt-in email database
Obtain email addresses for 15%
(B2B) to 25% (B2C) on average
Permission request email sent
Results within 14 days
Continues with Email
Deliverability:
Getting your email messages
delivered to the inbox.
EMAIL MARKETING SUCCESS
22% OF MARKETING EMAILS ARE NOT REACHING INBOXES (Return Path 2013)
“ 22%
Bounce Rate
Complaint Rate
Spam Trap Hits
EMAIL DELIVERABILITY
DEPENDS ON YOUR EMAIL
REPUTATION
STEP 1
EMAIL DELIVERABILITY SUCCESS
Set Expectations Inform subscribers of content and
frequency
Collect opt-in emails
Product-centric vs. educational emails
STEP 2
EMAIL DELIVERABILITY SUCCESS Clean Your List Validate & correct old and
incoming email addresses
Block spam traps and
fraudulent addresses
Update out-of-date emails
Purge the zombies!
Establish feedback loops
Enable authentication
Warm up new IP addresses
Use different IPs for distinct types of messages
STEP 3
EMAIL DELIVERABILITY SUCCESS
Use the Right Infrastructure
STEP 4
EMAIL DELIVERABILITY SUCCESS
Mail Consistently Mail new subscribers
immediately
Establish a schedule of
regular mailings
Utilize automation
Personalization
Segmentation
Position in sales funnel
STEP 5
EMAIL DELIVERABILITY SUCCESS
Be Relevant
TOWERDATA LIST CLEANING
FOR GUITAR CENTER
Guitar Center Challenges
List of 3.5 million emails
Deliverability issues
Increase revenue by obtaining
more addresses
TOWERDATA LIST CLEANING
FOR GUITAR CENTER Identified over 90% of bad emails
Corrected or replaced 13% of their
invalids
Detailed and transparent
reporting–over 30 different codes
Improved inbox delivery
BENEFITS OF GOOD
EMAIL DELIVERABILITY Higher open rates
Higher click and response rates
Fewer unsubscribes
Increased revenues
Automation and the
New Buyer’s Journey
PART 2
Email and Beyond –
It starts with traffic and
leads created by content
AUTOMATION
TECHNOLOGY
Delivering the right type of content to the right people, at the right time.
And Automate this process using multiple forms of communications including email.
MARKETING AUTOMATION
What is it?
This is the Demand
Generation that creates
Marketing Qualified Leads
in your sales funnel
LEAD
NURTURING
Some aren’t ready to buy…
And some aren’t sure if they
want to buy from you…
SALES FUNNEL
STAGES
In past what did we do?
We called them all!
This cost a lot of $$
CREATE
EFFICIENCIES
April – 16.2%
July 2013 – 35.7%
August 2013 – 38.9%
TOWERDATA LANDING PAGE
CONVERSION RATES
Dramatically increasing
Companies that automate
lead management see a
10% OR GREATER
INCREASE IN REVENUE in 6-9 months (Gartner Research)
“
AUTOMATED WORKFLOW
CHECKLIST Steps should flow
Delivery schedule should make sense for audience and sales cycle
Personalization and Segmentation
Personalized Content
Highly relevant to
intended recipients
Bottom Funnel offer
COMPELLING
AUTOMATION
Append demographics to your email list
to quickly enable personalization and
improved targeting.
Identify the subscribers that are most
likely to respond to an offer and the
inactives that can be safely removed
from your list.
PERSONALIZE WITH
TOWERDATA EMAIL INTELLIGENCE
KUNO STORYTELLING Personalized Content
KUNO STORYTELLING Personalized Calls-to-Action
KUNO
STORYTELLING Dynamic Landing Page Forms
KUNO STORYTELLING Behavior-triggered emails
KUNO STORYTELLING INBOUND MARKETING SCORECARD
KPIs
Leads
Marketing Qualified
Leads (Gross)
Sales Qualified
Leads (Gross)
LifecycleStage
LifecycleStage
LifecycleStage
LifecycleStage
LifecycleStage
Sales
Opportunities (Gross)
Customers
New Accounts
May Jun Jul Aug Sept Oct Nov
7,250
7,261
363
14
400
4
14
84
1
1
7,750
7,752
388
23
438
4
14
84
1
1
8,250
7,137
413
23
353
4
14
72
1
0
8,750
8,850
438
27
447
11
13
78
2
1
9,250
9,125
463
28
453
15
14
80
2
1
9,750
9,755
488
30
491
21
23
82
1
1
10,250
9,895
513
31
520
27
32
83
1
0
Track and
analyze results
CONTINUOUS
IMPROVEMENT
Acquiring email addresses
Achieving good deliverability
Automating for maximum results
Delivering relevant and
personalized content
THE COMPLETE
BUYERS JOURNEY
Email Deliverability: 21 Steps to Success
• www.towerdata.com/deliver
Personalized Content
• www.kunocreative.com/deliver
Questions?
RESOURCES