cut through the noise: create conversations, not campaigns

#RevEngine #ConvosNotCampaigns

CONVERSATIONS, NOT CAMPAIGNS

#RevEngine #ConvosNotCampaignsSource: Adbusters, 2011

Matt ZilliSenior Product Marketing ManagerMarketo

[email protected]@mattzilli


The Perfect Campaign

Do the right thing

Wait

David Raab, Customer Experience Matrix Blog


We’re bad at this…. And here’s proof

• A typical email campaign…

• 19% Open Rate

• 3% Click-Through Rate

• 0.5% Unsubscribe Rate

• And if this email is “the right thing,”is a click the right result?

* Representative stats from various email service provider reports


1. Trustworthy2. Always Relevant3. Conversations,

Not Campaigns4. Coordinated

Across Channels5. Strategic

Why? Because effective marketing needs

to be:


TRUST


I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one.

--Meryl K. Evans, “Content Maven for Hire””


Pros Cons

Implicit Opt-In

• Low effort• No place for a subscriber to

drop the ball• Quickly leads to a big list

• Consumer has not asked to receive email communications

• Lowest trust and engagement• May be illegal

Explicit Opt-In • Consumer explicitly requests communications

• No dropped balls

• Time delay between subscribing and first message

• Risk of spambots

Explicit Opt-In With Welcome

• Provides opportunity to engage and set expectations

• If email bounces, you know to filter out that address

• Less effort from subscriber may equal less engagement

Double Opt-In • High engagement – they really want your email

• Filters out spambots

• Subscriber may miss confirmation email = lost subscribers

• They want your email, asking again might annoy them


The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)


ListBuilding

Tactics


ALWAYS RELEVANT


When it comes to marketing, nobody wants to get blasted


Demographic Segmentation

• Gender• Age (or birth year)• Geography• Income

• Interests• Job title• Industry• Company size


The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement


Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%


Listening & Responding to Behaviors

I can do this myself! No trips to see IT – yay!


CONVERSATIONAL


What is an engaging conversation?• Listens and adapts• Communications

flow one to the next


EmailWebsiteSocialCampaignsTransactions


Welcome! Here’s what to expect

Check out this article

Here’s a cool video

See our latest offering

Share this with friends

Here’s what others like!

Happy birthday

Hi, are you ready to buy?

More cool content


OK, why aren’t more marketers doing this?


This is way too complicated.


Drag and drop new content

Not just email campaigns – Social,

Direct Mail, SMS, etc…


COORDINATED ACROSS CHANNELS


STRATEGIC: BEYOND OPENS AND CLICKS


• Open• Click• Unsubscribe• Bounce• Etc.


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

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Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5%

Unsubscribe

65Engagement

55dNext Cast

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In Track Exhausted Paused

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Mar 18, 2013Engagement: 60

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View: Dashboard ▼ Streams: All Streams ▼


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

% Above Min*

N/A

52%

N/A

39%

79%

46%N/A

38%

N/AN/AN/A29%38%

52%7.6

cut through the noise: create conversations, not campaigns

Marketing

confirmation email

commercial email

weekly email

expectationsif email

engagement marketing

spambots subscriber

subscriber whats

effective marketing