lifecycle emails

Download Lifecycle Emails

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  1. 1. Lifecycle Emails:What & Why
  2. 2. First a bit of background
  3. 3. Majority is not ready to buy yet Majority Ready to Buy Never Buy
  4. 4. Influencing Behavior for Conversion(Opportunity - Concerns)+ MovementReadiness+ Call to Action
  5. 5. Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
  6. 6. Source: http://blog.apelletier.com/2009/09/lead-nurturing-step-1-review-your-current-lead-to-opportunity-to-customer-process/
  7. 7. What Are Lifecycle Emails?
  8. 8. Sending the right email, to the right person, at the right time.(@patio11)
  9. 9. Send people emails based on what they do or dont do(via customer.io)
  10. 10. WPEngineFree Site Speed Test + 1 monthSite Optimization Course Landing Page Relationship & TrustPerformance Tips Security Tips Scalability Tips Sales PitchSource: https://training.kalzumeus.com/lifecycle-emails
  11. 11. Citrix ($1.5 Million in 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc)Segmentation based on11 personas & 6 products1 auto email each week Manual SegmentMarketing for 3 weeksBased Email Leadsabout product benefitsHarvest Sales Ready Leads Throughout the CycleSource: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
  12. 12. Upsides of Lifecycle Emails
  13. 13. Average CTR of ads is 0.01%.Content specific to prospects needs with good CTA can generate 20+% CTR.Source: http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/lead-nurturing-with-relevant-content/
  14. 14. Appeal of Content in B2B 82% prefer content related to same industry 67% prefer content targeted to their job function 49% prefer content targeted to their company size 29% prefer content targeted to their geographySource: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
  15. 15. Performance of Event-Triggered Emails SmartPak Equine has 40 event triggered, lifecycle emails Open Rate: 28% for automated, 17% manual CTR: 5-6% for automated, 2-3% manual Conversion Rate: 11% for automated, 6% formanual Revenue per email: $0.44 for automated,$0.16 for manualSource: http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
  16. 16. Objectives for Lifecycle Emails9080706050 % Marketers40302010 0 (66%) Prospecting &(44%) Activation &(42%) Retaining & Qualifying Leads Increasing SalesAsking for Referrals (78%) Nurturing &(34%) Completing PostDeveloping RelationsSales TransactionsSource: http://sherpablog.marketingsherpa.com/email-marketing/presidential-campaign-email-tips/
  17. 17. Qualifying Leads for LMS CompanySource: http://www.marketingsherpa.com/article/case-study/auto-qualify-new-leads-without-lead-scoring
  18. 18. Qualifying Leads in Real EstateSource: http://www.marketingsherpa.com/article/case-study/great-email-followups-to-qualify
  19. 19. 10% of emails resulted in leads. Afew folks directly called the agent.
  20. 20. Trial To Paying Customers
  21. 21. Shopping Cart Recovery Emails19% in 2012 (14.3% in 2011)Source: http://www.listrak.com/Whitepaper/sca2012study/3/
  22. 22. Trend is to send more emails 207% increase in 2012 among retailerssending 3 automated messagesSource: http://www.listrak.com/Whitepaper/sca2012study/3/
  23. 23. Sending the right email (with lifecycle emails, you are sendingcontent that the recipient really cares about)
  24. 24. to the right person (the recipient has self-qualified himself/herselfthrough online behavior)
  25. 25. at the right time.(automatic email timings are aligned with therecipients timings)
  26. 26. Send people emails based on what theydo or dont do.(And get them to do what you want them to do.)
  27. 27. Lead Nurturing withDrip Email Marketing:How
  28. 28. Convert Marketing-Ready Leadsinto Sales-Ready Leads
  29. 29. LeadNurturingSource: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
  30. 30. What is Drip Email Marketing A series of automated emails Spread over a period of time That Build Trust Sell Opportunity Familiarize with your product or service any other important thing to make lead salesready
  31. 31. WPEngineFree Site Speed Test + 1 monthSite Optimization Course Landing Page Relationship & TrustPerformance Tips Security Tips Scalability Tips Sales PitchSource: https://training.kalzumeus.com/lifecycle-emails
  32. 32. Citrix ($1.5 Million in 4 months) Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc)Segmentation based on11 personas & 6 products1 auto email each week Manual SegmentMarketing for 3 weeksBased Email Leadsabout product benefitsHarvest Sales Ready Leads Throughout the CycleSource: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
  33. 33. TAB: Helps organizations manage print and digital documents(How they got started with email dripmarketing)Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
  34. 34. Step #1: Segment the Audience Prospects interested in paper managementsolutions Prospects interested in hybridmanagement solutions
  35. 35. Historical data to the rescue Looked at the behavioral data to segmentthe audience. Qualifying Actions: Downloading a whitepaper, case study ortoolkit Attending a related webinar Spending 15 seconds or more on a relatedTAB page Other related actions
  36. 36. Step #2: Outline a basic buying cycle Problem Recognition Education Brand Evaluation Objections Decision
  37. 37. Step #3: Match content to buying cycle Pulled up content from existing pool to aidpotential buyers for each stage of buyingcycle Articles, case studies, toolkits, whitepapers 5 landing pages and content groupstargeted to each stage in buying cycle
  38. 38. Step #4: Create emails for each stage 1 email against each stage of buying cycle Used a consistent design for emails Each email sent in a gap of 10 days Each email brought potential buyers tocorresponding landing page
  39. 39. Entering into the campaign Email campaigns were started for allpotential buyers in the existing list First email started after 3 days for newpotential buyers entering the list New potential buyers were the ones whoexpressed interest in their solution on theirwebsite
  40. 40. Step #5: Lead Scoring & Sales Handoff Track 3 parameters across 5 emails Clicking a link in the email Downloading a piece of content fromlanding page Spending more than 15 seconds on thelanding page Sales takes up leads based on lead score
  41. 41. TAB Results 133% increase in open rate for emails 650% increase in click through rate foremails 32.6% increase in conversion rate(download content from landing page) Happier sales team with better qualifiedleads
  42. 42. Lumension offers IT securityresources (How they went about improving theirdrip email marketing campaign)Source: http://www.marketingsherpa.com/article/case-study/fewer-emails-yield-225-more
  43. 43. Step #1: Find & Analyze the Best Leads Figure out common traits of best leads Relied on the data from previous nurturingprograms Factors considered: Company vertical Lead source Offers taken Orders of the offers taken Time spent on the website
  44. 44. Step #2: Drawing upon previous success Team took forward assets from existingcampaigns (12 drip marketing series basedon leads industry & product of interest) Content Targeting & Segmenting Lead Management
  45. 45. Step #3: Tuned the campaigns Messaging & Approach From field set to account manager instead ofmarketing Less HTML focus Timing & Volume Tested 4 approaches for faster sales-readiness 2 emails in 1 week, 3 emails in 3 weeks, 6 emails in 3 weeks, 4 emails in 8 weeks Content Initial emails offered guides, later emailsoffered sales oriented material (like trial, demo)
  46. 46. Lumension Results 225% increase in sales ready leads 376% more engagement per lead 489% increase in leads with multipleengagements 12.1% increase in leads with at least oneengagement 27% opportunities generated like thisbecame customers
  47. 47. Exercise: Design Your Own DripEmail Marketing Campaign
  48. 48. Step #3: Identify motivation factors What knowledge will motivate a marketinglead to become a sales lead? Opportunity pitch Success stories Compliances Auditing Example: By using Facebook Ads, company Xincreased their revenue by 238%
  49. 49. Step #4: Identify Concerns/Objections Refund Policy Social Proof Familiarity TCO Internal Selling Example: 100% money back guarantee
  50. 50. Step #5: Create 1st campaign Pick one segment from step #1. Create outline of 3-5 emails that Offer them valuable content Motivate them to engage with you Address their concerns Keep initial emails should focus only onvaluable content Later emails should shift towards sales talk
  51. 51. Repeat step #5 for all the segments
  52. 52. Step #6: Lead Scoring Formula Decide a basic formula to score your leads Email open / click through Downloads Time spent
  53. 53. Step #7: Setup automatic campaignsPossible tools: customer.io, pardot, eloqua,marketo customer.io is generally good enough to getyour hands dirty
  54. 54. Step #8: Setup Analytics KISSmetrics / Mixpanel for funnelvisualization intercom.io / Mixpanel for person specificdata aggregation
  55. 55. Step #9: Integrate with CRM Gather all the customer activities into yourCRM Have it handy for sales to know the historyof interactions
  56. 56. Step #10: Execute, Test, Optimize &Repeat