5 komponenter, der skaber effektiv email markedsføring for b2b markedsførere
DESCRIPTION
http://www.markedu.com/itmarketingdk/home.htmlVil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i GentofteTRANSCRIPT
5 komponenter, der skaber effektiv email markedsføring
Mere information here www.michaelleander.com | www.michaelleander.me
Det sagde de adspurgte...
Email marketing - stages
Messaging
Customer intelligence
Mass Communication
Demographic data
Customer history
Contact data
Personalized Communication
Segmented Communication
Transactional Communication
Customer transaction
Intention/ behaviour
Data source Integrated Web analytics
Web sales Mailing list/ database
CRM system Mailing list/ database
Customer value
Potential benefit = Tailored sales
Loyalty
Information
Relevant offers
Behavioral Communication
Potential benefit = Up-sales
Trigger based emails based
on transaction
Trigger emails
based on behavior
Newsletters & surveys
Lifecycle emails
Email campaigns/ offers
97% are here
Email Marketing Audit Components 1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues
TOP TIP
Check your database/list frequently !
Never active
Seldom active
Active frequently
Always active
40-60%
2-5%
Your content concept
Your value proposition
Attract audience
Engage audience
Measure & react
First 30 days
Sign-up tactics
Automate
Email Marketing Roadmap
Fokus på Mind Box først !
Hvad skal du have permission til?
Tilbud og promotions
Send newsletters
Send Alerts og updates
10
1 Volume indicator
H
L
Recipient engagement
L
H
11
3 different frequencies – each delivers different
types of newsletters
Dit indholdskoncept
beskriver Hvad du tilbyder Hvilke fordele Hvorfor det er relevant og
for hvem det er relevant Frekvens Tænk som en publisher
Tips til et godt indholdskoncept
Vær unik Vær ærlig om hvad du kan
levere / tilbyde Manage expectations –
don’t overpromise
14
Intro links / Pre-header
Intro story (Credibility)
Functional links
Survey or result
”Products and offers”
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
Can be differentiated
based on profile
TOP TIP Zoom of preheader >>
Øvelse
• På 5 minutter, skriv indholdet af dit eget indholdskoncept, gerne differentieret på – Segment
– Produkt- eller løsningsområde
– Sprog?
• Husk benefit, overvej frekvens, tænk over bidragsydere til dit indhold, partnerskaber, kan resellers involveres etc.
Dernæst
Oversæt dit indholdskoncept til din Email Value Proposition
Summary of the content concept = ESP
(Email Value Proposition)
Bullet list of benefits
gets attention
Showing or linking to a sample works well
Her er en meget tekst tung side, der forklarer fordele i
spandevis
Go to this page and learn >> http://www.draytonbird.com/helpfulideas
Notice the headline
Vs.
Hvor meget information skal du bede om ved sign-up?
A: Sign-up for Free Trial
B: See Plans and Pricing
Dine knapper gør en forskel
Tanker om kritisk masse
0
5
10
15
20
25
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
GROWTH IN SUBSCRIBERS
De første 30 dage og velkomst flow
I email markedsføring…
En ny subscribers oplevelse i begyndelsen har stor indvirkning på
hvor lang tid du kan få personen til at hænge ved, og hvilken værdi du får
fra den person
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
Sign-up
First Contact
First Newsletter
Second newsletter
The First 30 Days – What’s your flow?
Push referral
80% click on one or more of those
links!
Tips, tricks og best practices for email markedsføring
Hvad er (som regel) vigtigst ?
Afsender Emne linie
Test subject lines
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32% B -> 42%
Men vær bevidst om hvad du måler og hvorfor – emne linie
Hvilken af disse genererede højest CTR (Click Through Rate) ? A ? B ? C ?
A B C 26,22% 5,00% 10,32%
Hvad med design?
Three C’s layout
www.emailvision.com
C1 = Capture
C2 = Convince
C3 = Click
Three C’s examples
www.emailvision.com
C1
C2
C3
C1
C2
C3
C1
C2
C3
Design and content tips
• Skriv så det er hurtigt at forstå at i har en releation – Du har tidligere vist interesse i
• Brug emotional links – ”Learn how to improve your ....” instead of ”Read
more”
• Link to stories from text, images, buttons
• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc
Prime real estate Subject line: Rest In Peace in Zanzibar
Below the fold area
Give several response options – and put emotions into your link texts
Re-use content and increase the ”I’ll stick around for more” factor
Box it Up!
12 sections of personalized content
Increased revenue by 25% per email
sending
What’s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service
How to share-to-social?
Include your social media properties to increase engagement
Share button @ each article direct links to the article on your website from social media platform
Increase CTR by 30%
Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: [email protected]
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