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TRANSCRIPT
Why You’re Doing It Wrong:
Email Marketing in an Inbound Age
Ellie Mirman
Head of Marketing, Small & Mid-Sized Business Segment
HubSpot
Session Speaker
2
Ellie Mirman
Head of SMB Marketing
HubSpot
Ellie Mirman is the Head of Small and Mid-Sized Business (SMB) Marketing at HubSpot, a marketing software company based in Cambridge, MA. She specializes in lead generation, email marketing, product marketing, and marketing analytics. She has experience launching new lead generation channels, including HubSpot’s email marketing program, growing it into the company’s largest lead generation channel, as well as HubSpot’s webinar series, attracting thousands of attendees to each event. She also led the product team’s customer research efforts and loves to work at the intersection of Marketing, Sales, and Product.
Black & White Headshot
@ellieeille
Agenda
1. Is Email Marketing Inbound or Outbound?
2. You’re Doing It Wrong: Recipients
3. You’re Doing It Wrong: Content
4. 7 Emails More Important Than Your Newsletter
5. You’re Doing It Wrong: Tests
6. Don’t Stop at Email
Is Email Marketing Inbound or Outbound? 1
Marketing is changing has changed
The Traditional Marketing Playbook
Print TV Radio PR Events Direct Mail Analytics
7
86% skip TV ads
91% unsubscribe
200m Say DO NOT CALL
44% of direct mail is never opened
The New Marketing Playbook
SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Marketing Automation Marketing Analytics
Times Have Changed
1990 Sales Demo
Please tell me about your product.
You have my undivided attention.
2013 Sales Demo
Anyone use Company XYZ? What’s it like?
Does their blog make them look smart?
Is there a demo video from an actual user?
Search “Reviews for Company XYZ”
Do they have a mobile app?
Do I know anyone who works there?
3 Reasons to Go Inbound
1. Move with the change
2. Save money
3. Think long term
Move with the change
Save money
Inbound Consistently Yields Lower Cost Leads
89% maintaining or increasing inbound budgets
Increases Driven by Past Success; Decreases Driven by the Economy
Think long term
Inbound Builds Assets
We’ve seen it
Top 30 Blog
264k followers
443k likes
22k followers
60k new leads/month
8k customers
CAMPAIGN A
CAMPAIGN B
JIM
RICK
2006 2007 2008 2009 2010 2011 2012
Success with Inbound Marketing
8500 HubSpot Customers
5961
3855
1150 317 48 3
What is Inbound Email?
Outbound Email
+
Inbound Email
+
You’re Doing It Wrong: Recipients 2
Purchased/Rented Lists
• Reputable email service providers don’t allow it
• There’s no such thing as a good list for sale
• They don’t know you and don’t want your email
• Your deliverability and IP reputation will be harmed
Every time you email a cold list…
PRETEND A KITTEN DIES.
Purchased/Rented Lists
Do It Right: Build Opt-In List
Do It Right: Build Opt-In List
Do It Right: Build Opt-In List
Make it EASY
Make it EASY
58%
WHERE to sign up
WHY sign up
WHAT you’ll get
Email Blast to the Your Database
Do It Right: Segment Your List
Do It Right: Segment Your List
• Geography
• Age
• Gender
• Persona
• Organization type
• Organization size
• Industry
• Job function
• Seniority
• Past purchases
• Frequency of purchase or visit
• Purchase cycle
• Content topic
• Content format
• Interest level
• Education level
• Change in behavior
• Lifecycle stage
• Email type
• Satisfaction index
• Form abandonment
• Social media activity
• Number of conversions
• Current products
What to Segment On
Marketing Automation = Expiration
Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K
Attention Expires Too
40
500 Leads
50K list 4% CTR
25% Conversion
Marketing Automation Expiration
42 Leads 21K list 1% CTR
20% Conv
Do It Right: Fill the Top of the Funnel
Blogging
SEO
Social Media
Content
You’re Doing It Wrong: Content 3
Focusing on You, Not the Subscriber
Wordsmithing Every Word
Do It Right: Create Killer Content
Do It Right: Think About Your Personas
60% Average landing page conversion rate
73% Conversion Rate
7 Emails More Important Than Your Newsletter 4
1.) New Offer Email
2.) Thank You Email
Thank You Emails Get Twice the Response
3.) New Subscriber Nurturing
4.) Abandonment Nurturing
Abandonment Nurturing
90% of ecommerce leads go cold within one hour,
but when remarketed to, spend 50% more. - MIT Study via SeeWhy
Not Just for B2C
5.) Comarketing Email
6.) Social Media Updates
7.) Internal Updates
You’re Doing It Wrong: Tests 5
NOT Testing
Testing Brings Consistent, Immediate Results
Obsessing About Subject Lines
• Offer •Topic
•Format
•Length/Size
•Name
• Landing Page •Description
•Length
• Image/Preview
•Form Placement
•Number of Form Fields
•Which Form Fields
•Form “Submit” Button Text
• Sender Name/Address •Consistent vs. Changing
•Person vs. Company
•Category-Related Name
• Audience • Interest
•Persona
•Recency or Level of Engagement
•Other Demographics
•Lifecycle Stage
• Format •Plain Text vs. HTML
•Content in Text vs. Images
•Number of Calls to Action
•Length of Email
• Timing & Frequency •Day of Week
•Time of Day
•Triggered by Behavior
•Timing Around Event
•Frequency
Do It Right: Test Everything, Test Often
Do It Right: Focus on Metrics that Matter
Open Rate
Click Through Rate
Landing Page Conversion Rate
Close Rate
Don’t Stop at Email 6
Only Optimizing Email
Do It Right: Personalize All Channels
Do It Right: Integrate Email
• Email + Social = Expand Reach of Content & Build Following
• Email + Blog = Create Campaign Around Offer
• Email + Nurturing = Increase Yield of Email Leads
• Email + Search = Optimize Email Content for Search Traffic
• Email + Analytics = Measure Results & Segment Better
• Email + Mobile = Optimize Content for Device
Do It Right
1. Build an Opt-In List
2. Segment Your List
3. Fill the Top of the Funnel
4. Create Killer Content
5. Think About Your Personas
6. Think Beyond Your Newsletter
7. Test Everything, Test Often
8. Focus on Metrics that Matter
9. Personalize All Channels
10. Integrate Email