how to rock at email marketing part 1
TRANSCRIPT
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Email Marketing Webinar Series
Effective Group Segmentation and how to manage your list
Chat with us through the question pane on GoTo Webinar
We will be starting at 19:30hrs
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Email Marketing Webinar Series
List Segmentation and How to Manage your List
Creating Engaging Content and Measuring the Results
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Intouch Supporthttp://support.intouchcrm.co.uk/
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Matthew Ruddle
Customer Services Director
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Steve Plotkin
Marketing Manager
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https://www.facebook.com/intouchcrm
https://twitter.com/intouchcrm
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Agenda
• Why Manage Your Contacts• What Makes a Good List• How to Segment Your Contact
Database• Webinar Tasks
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Why Manage Your Contacts
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New leads are….
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3%
Lifecycle Stage
7% 30% 30% 30% buying now
are open to idea
are not thinking about it
don’t think they are interested
definitely arenot interested
Yet most businesses
market to the 3% buying
now and don’t have
systems to keep engaged
with the rest.
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Information Stages
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Information Stages
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Information Stages
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Target the right Buyer Persona
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Build Better Relationships
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What Makes a Good List?
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1. List Hygiene
1. Ensuring Opt In’s
2. Removing unengaged subscribers
3. Understanding what information prospects want
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2. Understanding The Buzz
Anti Spam Laws
Sender Scores
Honey Pots
Spam Traps
Hard Bounce
Soft Bounce
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3. Managing Opt Outs
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4. Managing Churn
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5. Group by Persona Property
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How to Segment your Contact Database
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Segmentation Requires Two Things
1. Understanding your Buyer Persona
2. What you Know About Their Buying Decisions
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You can create groups…..
When a contact completes a form
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You can create groups…..
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What Criteria to Segment ?
Start with your Buyer Persona
• Gender• Job Title• Geography• Interest Area• Lifecycle Stage
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Segment as small as possible
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Next time
Creating Engaging Content and Measuring the Results
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Email Campaign Builder
Download our latest resource for use in next weeks webinar
http://cogn.im/145Ln1Q
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Webinar Tasks
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Webinar Tasks
1. Make sure your contact list is clean and scrubbed of all unengaged contacts
2. Work out the criteria you will group your contacts by
3. Segment your database into groups for greater email performance
4. Download the email campaign builder
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Intouch Supporthttp://support.intouchcrm.co.uk/
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