salesfusion webinar - trigger email marketing

PRACTICAL USE OF TRIGGER EMAIL MARKETING

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONSession Audio Starts at 2PM EST

What we’ll cover today

• Trigger emails defined• The role of trigger emails in nurture marketing• Types of trigger email campaigns• Trigger email campaign performance• Practical uses of trigger-based emails in b2b• The role of content in trigger-based email campaigns

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests

Email marketing challenges in 2010/2011

Share | Learn | Save

Email marketing rules to live by

“You can make emails relevant by using what you observe about the recipient…You can make emails scary by telling people that you’re observing them.”

“..trigger emails are most useful if used within a strategy. It’s the strategy that is important – WHY are we sending these messages needs to be answered before the What and the How. If we don’t know why, neither will the recipient.”

“The shiny lure of the new seems to distract people from doing the basics right”


Types of email marketing campaigns

Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment.

Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar Date”

Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email

Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email

Some report open rates as much as 70% higher than broadcast email


Characteristics of trigger email campaigns

It’s specific to a recurring need or objective. Triggered-email campaigns are ideal for communicating in response to regularly-recurring actions, such as when a new member subscribes to your list, a shopper leaves an item in an online shopping cart, or a product warranty is about to expire.

It’s automated. The key to successful trigger-based email is automating the triggered messages. This is “set and forget” email. Don’t completely forget about it! Review your triggered email campaigns at least twice a year.

It’s individualized. Often, the audience for a triggered-email is a single person. Triggered messages are sent only to specific individuals who have taken a specific action or inaction on your Web page, site, or with your previous email. They deploy only when relevant to the individual receiving them.


How triggers are activated

Explicit behavior. This method triggers an email to an individual when they complete some specific action such as downloading a document from the web.

Implicit behavior. Uses lead scoring or behavioral targeting to trigger an email or series of emails when an individual completes a set of pre-defined steps or achieves a pre-defined score

Field value changes/additions. Tied to CRM systems – when a field value changes or is populated for the first time a trigger(s) will execute

Null Trigger. May be used for attrition marketing. Absence of activity over a time period can trigger an email. (banking – uses when transaction volume falls)


Retail origins

Trigger-based emails were developed for online commerce and have been used for product purchase confirmations and shopping cart abandonment for some time…specific retail examples.

• order confirmation• shipping confirmation• request for feedback on a purchase• post-purchase email featuring upsells and cross-sells• request for a product/service review• welcome message series post sign-up• birthday email• cart abandonment email• “time to repurchase” (replenishment) email• promotional email featuring products the recipient recently browsed on

the website• thank you emails


Trigger email results

Retailer examples of trigger-based emails?• Bank of America report that event-based trigger emails are 250% more

effective than broadcast promotional emails• 75% of registrations for Roku’s referral program are driven by triggered

emails to new customers• People who purchase after getting cart abandonment emails spend 55%

more than those who buy straightaway• “Happy Birthday” emails from Epson produce 840% more revenue per

email than the overall email program• Trigger emails sent after relevant on-site searches got 200% higher open

rates and 50% higher CTR than LowFares.com’s standard newsletter• One study found abandoned cart mails getting 20 times the transaction

rates and revenue of standard email campaigns• Tafford Uniforms earn 20% higher revenue per email from post-

purchase survey emails than through standard broadcast messages• S&S Worldwide drive 40% of email revenue through

trigger/transactional emails that account for just 4% of email volume


Trigger email results

In b2b – triggers are lower volume but very high open ratesUse triggers to reinforce brand/messageContinually reinforce consistent messages/call to actions


Practical Application of Trigger email in B2B

Forms-driven triggersMarketing Asset Auto-Responder

• Capture email/contact• Send asset via email• Trigger email

Link to PDF Click to see demo Click to view other resources



Marketing Asset Auto-Responder with Branched Logic

• Capture email/contact• Mutliple choice question• Answer triggers a 3-step campaign

Email 1 – 0 Trigger days Email 2 – 5 Trigger days Email 3 – 14 Trigger days



Implicit action – trigger campaign enrollment

• Lead scoring models behavior• Behavior = points• Point value range = group• Group actions = Trigger

Implicit behavior scoring is a powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior



CRM/Sales Driven – Field value change/populate triggers

• Trigger campaign enrollment based on concept of “listening” to designated CRM fields

• Update/Enter of a “listened” field will result in adding the lead/contact to a single or multi-step campaign

• Used to offload the act of “tickler” emails from sales to marketing

• Don’t rely on sales to use follow up tasks in CRM to nurture leads

• Example – lead status changes from “Open” to “Nurture” – system auto-enrolls lead into ongoing campaign


Personalization & dynamic content

Good trigger based email marketing is relevant to the consumer/prospect

Personalization adds value to the email.

Dynamic content can be leveraged to dramatically improve the personalized look, feel and message of the email


Before you pull the trigger….

• Get your content in order – trigger campaigns can eat up content• Create a content map for each trigger campaign• Consider the length of the campaign vs. timeliness of content• Don’t throw content out there for the sake of doing so• Mix in multi-media/channel content – video/social/blog• All content should still point to the same outcome/call to action• Planning trigger campaigns should always focus on the goal/call-to-action

Plan + Content/Technology = Trigger marketing


Creating content maps

• Trigger Campaign – Website – White Paper

Website – White Paper A

Email 1 – Send white paper link

Email 2 – 7-trigger days – Offer webinar video

Email 3– 14 -trigger days – Offer – product brochure

Offer /Form Demo/Sales

Meeting


Meeting


Meeting


Business benefits of implementing trigger emails

• Consistency – control the message/timing • Do more with less – automation allows for improved

communication frequency• Higher click through/conversions• Reduce or eliminate website lead leakage• Generate more qualified leads• Generate more revenue!

Well-deployed trigger email campaigns will dramatically improve your marketing reach and conversions


2011 LEAD

TO

SALES PROCESS

Inbound Leads Process for Inside Sales

Lead CapturePage

Home Page

Field Sales DutiesSign Up for Demo or self qualify1. Email Alert to reps based on Geo2. Rep – verifies company HQ location3. Rep – updates CRM – creates oppt4. Ensure contacts/account are linked

and de-duped5. Append address, phone, vertical and

lead source

Telesales – Web visitor monitoring Daily Monitor Respond – 2-4 hours to

known visitors Enroll known visitors into 3-

step drip Accounts – research using

LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip

Opportunity

Activity LogCRM

Telesales DutiesCRM Log calls Append data Create Opportunities Pre-qualify Identify other contacts Send task to sales

Tying sales into a lead nurturing process

Simple process maps will help focus the marketing and sales teams on execution of the plan

Access to enroll leads in campaigns

Email alert – Based on RulesAlert telesales to view/open in CRM

Automated Routing to drip/trigger based nurture marketing campaigns

Alerts Auto-enroll

Inside Sales use of trigger campaignsWebsite monitoring

Research anonymous visitors – append with

contacts – enroll in campaigns

Pop email alert when high-value activity occurs

– assign task for call

If no phone contact made – enroll in trigger

campaign

Receive on-going alerts when lead returns to

site/responds

http://www.google.com/imgres?imgurl=http://www.adavidcreation.com/wp-content/uploads/2009/08/jigsawLogo.jpg&imgrefurl=http://www.adavidcreation.com/jigsaw/&h=95&w=229&sz=15&tbnid=f2PFs5bX0j__OM:&tbnh=45&tbnw=108&prev=/images?q=jigsaw+logo&zoom=1&q=jigsaw+logo&hl=en&usg=__qs9LO0APsvz0e3lGWDl3HBGkNVY=&sa=X&ei=KANcTcGdHcOC8gbNn4XPDQ&ved=0CB4Q9QEwAQ


Access to response information• Give sales the tools to access info and take action• This view allows for telesales to view activity and enroll leads in campaigns


Questions?

• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com

Core Features• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management

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