EMAIL CAMPAIGN STRATEGY ENHANCEMENTS by

Scott Roever (Example portion from a potential client presentation)

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Strategy 1. Current Email Campaign (3)

2. Email Design Strategy (9)

3. Email Best Practices (11)

4. Email Marketing Campaign Service for MS Dynamics CRM (9)

5. Other Email Marketing Campaign Services (1)

6. Successful Email Campaign Examples (12)

• Average Email Campaign Stats of Customers by *Industry

IndustryUnique Open Rates

Click **Soft Bounce *^Hard Bounce Abuse Unsubscribe

Marketing and Advertising 18.81% 2.44% 1.3% 1.22% 0.04% 0.29%

Software (SaaS) and Web Apps 21.86% 3.26% 1.64% 1.52% 0.04% 0.4%

Medical, Dental, and Healthcare 22.76% 3.07% 1.25% 1.37% 0.06% 0.29%

+Viverae Prospect Emails 12.3% 1.53% 24.3% ? 0.92%

+Viverae Broker Emails 17.2% 6.70% 6.1% ? 1.07%

*Source: http://mailchimp.com/resources/research/email-marketing-benchmarks/Source**Soft Bounce: Usually means the recipient is “temporarily unavailable”Source*^Hard Bounce: No longer exists, or maybe email address typo when subscribed to a list, or hard bounces might be spam filterSource +: Viverae Marketing

Current Email Campaign

Current Email Campaign:Provided Example

CTA to myviverae program video page

CTA to Contact Us page

CTA to why-viverae landing page

CTA to viverae.com homepage

CTA to myviverae program video page

Above the fold of email when opened

Current Email Campaign:Provided Example

CTA to myviverae program video page

CTA to Contact Us page

CTA to why-viverae landing page

CTA to viverae.com homepage

CTA to myviverae program video page

6

Strategy

1. Current Email Campaign (3)

2. Email Design Strategy (9)

3. Email Best Practices (11)

4. Email Marketing Campaign Service for MS Dynamics CRM (9)

5. Other Email Marketing Campaign Services (1)

6. Successful Email Campaign Examples (12)

• Use more header and CTA Images to direct landing pages that have already feature Companies winning content

• Reduce long copy (article style) that requires scrolling in body of Email

Email Design Strategy

• http://viverae.com/myviverae/ link to video and http://viverae.com/contact-us/ had lowest Click-thrus.

• Use images that are built with those links and move them above the fold of body of email

Email Design Strategy

Email Design Strategy

Build a social media campaign around your e-mails• If you’re announcing big new product or service via

e-mail to your subscribers…– Then extend the content—and conversation—into social

media– Making your e-mails “go social,” remember to entice

customers with a great incentive for interacting with your company—one that can't be found anywhere else

Email Design Strategy

Build a social media campaign around your e-mailsEmail Social/Facebook Example

• Did you know that *86 % of Fortune 100 companies use a form of Social Media?

• Fact: *62% of all active Social Media users are between the ages of 25-54 years old

• *78% of People trust recommendations of other customers

Importance of Social Media

*Sources: SplashMedia, LP 2.2.12 and comScore Survey

Email Design Strategy

A/B Testing:• Testing images and copy that draws

existing customers to increased call-to-actions – Split A/B Testing….Example

• Create an A and B version with the two subject lines for current Viverae Prospect and Broker Email list

• Send the two versions of 300 of the 1,800 recipients in Prospect email group

• Benefit, more recipients will receive better performing email version and you will learn what caused the increased engagement

Email Design Strategy

Personalize when Possible • Test Email variance; if Email is received by Viverae

clients on Monday– *Send Email on Tuesday or Wednesday– *Typically stronger CTR (Click-through-Rates) after Monday

(midweek)• Breaks up Direct Mail –Email “barrage” that most B2B customers receive in a

single day during the week

– *Wednesday is typically the most forwarded email day

*Source: http://hubspot.com/email

Email Design Strategy

Personalize When Possible• *According to a test by eMarketer.com, highly segmented

emails have a 39% increase in open rates• Reason, more segmented your email list, the better you are to

personalize the subject matter in the body on email and provide relevant content to that email recipient

Email Design Strategy

*Source: http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx

Create Analytics Dashboards• Combine Viverae’s Email Marketing Service provider

(currently MailChimp) with website’s data (Google Analytics) and Social Media reporting tools

• Reason, Email may not be open, but the client or potential client’s viewing of email in inbox list might cause a later CTA to website

• Post campaign analysis of all three analytic tools can help determine future branding and messaging

Email Design Strategy

*Source: http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx