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Mastering email marketing with Marqui

Customer success webinar:

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Type your questions for us into the box at the bottom and press Send

Introducing our presenters

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Richard Sharp, VP Marketing

Ryan Stocker, VP Product

Agenda

1. Email campaign process

2. List building and segmentation

3. Hitting the mark and the inbox

4. Call-to-actions and landing pages

5. Understanding email analytics

6. Getting to the next level

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Just send a quick email blast…

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Segmented list

EmailCampaignconcept

Action

What makes a good email campaign concept?

• Know your customer– What do they care about?– What is their preferred style of communication?– What kind of information do they trust?

• Action oriented– Ideally should allow you to infer something useful

• Trend away from newsletters to targeted communications– Brief communications with one theme– Beware of list fatigue– Aim to build trust– Measurable outcome

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Building a list based on permission

• Always be building your house list– Website form fills– Old / disqualified leads– Lost opportunities– Old trade show contacts– Existing customers

• Encourage word of mouth• Co-marketing opportunities

– Customers– Partners

• Telemarketing should get permission as a baseline

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“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”

– Seth Godin

CRM import synchronization

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Build a segmented group

• Segmentation is win – win– Helps you be relavent– Avoids list fatigue– Better long-term results

• Dynamic groups vs. static groups• Segmentation ideas

– Geographic– Industry– Role / function– Funnel stage– Stuck leads– Area of interest

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Create new group for segmentation

Define group rules to segment

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Define group rules to segment

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Creating the email - getting the template right

• Simple template design• Consider most emails are read in a preview pane

– Less than 600 pixels

• Is it consistent with your brand?• How does it look without graphics?• Text / HTML / multi-part• How does it look on mobile devices?• Are you CAN-SPAM compliant?

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Assume preview panes are standard for B2B

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Images on and off

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Simple vs. complex templates

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Tips for email content

• Descriptive sender name and email address• Compelling subject lines• Skimmable copy• Be direct and use plain language• Clear call-to-action• Test on multiple email clients

– Outlook– Gmail– Yahoo / Hotmail

• Have somebody else read it and then test again

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Create email activity

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Create email activity – select group

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Create email activity – goal tracking

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Create email activity – goal tracking

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Create email activity - personalize

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Getting into the inbox

• Email deliverability– More to delivering an email than you think– White listing / Paced delivery– Sender Policy Framework (SPF) compliant– Domain Keys– Bounce and read tracking

• Avoiding spam filters– Don’t leave subject blank– Avoid exclamation marks!!!!!!– AVOID ALL CAPS– Avoid image-only emails– Too many outbound links– Corporate spam tools (http://spamassassin.apache.org/tests_3_2_x.html)

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Calls-to-action & landing pages

• One call-to-action– Several times is okay– Logical next step from message– Hyperlink with tracking– Spell out URL in plain text version

• Simple landing pages– Make sure it’s consistent with the email– Don’t distract from the goal– Keep forms fields to a minimum– Set up a goal page– People like pictures, especially of people– Test landing page variations

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Good example of a landing page

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Create email activity – adding a landing page

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Using Google Website Optimizer to test landing pages

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Using GWO to test landing page effectiveness

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Measure and Improve with Analytics

• Sent vs Read• Hard vs Soft Bounces• Clickthroughs vs Conversions• Return on Marketing Investment

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Getting to the next level

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1. Learn from what works and what doesn’t

2. Create a new segment based on read / click / convert

3. Stay front of mind with an automated drip campaign

4. Nurture leads with triggered emails and lead scoring

Questions?

Richard Sharp, VP Marketing richard.sharp@marqui.com604.4848543

Ryan Stocker, VP Productryan.stocker@marqui.com604.484.8538

support@marqui.com1.800.505.8544

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