total engagement marketing
DESCRIPTION
Net Atlantic’s “Total Engagement Marketing” e-book covers 10 ways you can improve email marketing response in 2010. Email marketing offers marketers the tools to manage multiple campaigns, create micro-segments, track the entire customer lifecycle, and automate email based on customer behavior. Net Atlantic delivers a vision for the next era of online marketing.Email marketing is the cornerstone of your Total Engagement Strategy.By engaging your subscribers withrelevant content, you’ll achieve a greatsender reputation, expand your businessand increase sales. In this whitepaper,discover why email should become thecenter of your marketing strategy.TRANSCRIPT
Total Engagement Marketing
What is it?
What is it?• A new set of rules• Email is the backbone• Combines all online methods• Maintains continuous touch
Are you ready?
Total Engagement Marketing
BackboneEmail is the
of Total Engagement
1. Blow up your website2. Have them at hello3. Ride the lifecycle
AwarenessRaise
of your brand
4. Deliver support services5. Set viral triggers
PersonalMake it
for your subscribers
6. Create micro-segments7. Automate personal emails8. Keep it simpler
EyesKeep your
open wide
9. Get continuous permission10.Immerse yourself in
feedback
1. Blow Up Your Website
Make email the center of your strategy
Email & SMS
Automation
Email & SMS
Automation
Welcome to our company. We hope you liked our free trial at click link.com/trial.
If you have not had time to check out our online demo, please register now.
___________________________________
More News
There is also a white paper about our upcoming product release. Click here.
Email & SMS
Automation
Welcome to our company. We hope you liked our free trial at click link.com/trial.
If you have not had time to check out our online demo, please register now.
___________________________________
More News
There is also a white paper about our upcoming product release. Click here.
Email & SMS
Automation
Welcome to our company. We hope you liked our free trial at click link.com/trial.
If you have not had time to check out our online demo, please register now.
___________________________________
More News
There is also a white paper about our upcoming product release. Click here.
Only email can tie it all together.
2. Have Them at Hello
Track visitor behavior to learn how to create segments and
engage.
Hello
Learn
Test
Validate
Purchase
Time
Engagement
Peak Engagement(Send your email now)
Post-Peak Engagement Dropoff
(Engagement gets progressively more difficult)
Hello
Learn
Test
Validate
PurchaseEngagement
Time
Identify the major segments:• Actively Engaged Customers• Interested Customers• Lapsed Customers
Hello
Learn
Test
Validate
PurchaseEngagement
Time
“Firms that maximize engagement
and limit churn grow 30% faster.”
- TowerGroup, 4Point.com, June 2008
3. Ride The Lifecycle
Ride The Lifecycle• People & businesses change• Needs & interests change• Unite audience, message & time
Awareness
Acquisition
Interest
Retention
Loyalty
Growth
Awareness
Acquisition
Interest
Retention
Loyalty
Growth
“Despite additional campaign costs, relevant campaigns increase net profits by an
average of 18 times more than do broadcast mailings.”- Jeannie Mullen and David Daniels
Email Marketing: An Hour a Day (JupiterResearch)
Awareness
Acquisition
Interest
Retention
Loyalty
Growth
Email improves your visibility with customers throughout the
lifecycle.
4. Deliver Support Services
Deliver Support Services
Maintains continuous touch
Deliver Support Services• A proactive approach• Maintain continuous touch• Expand existing relationships
“We are here and we are engaged.”
5. Set Viral Triggers
Set Viral Triggers• Compel readers to forward email• Use dynamic digital content• Always create sharable links• Turn readers into influencers• Unleash the real power of email
“74% of people are influenced by the opinions of others, and
47% read reviews before purchase.”- ManageSmarter, September 2009
6. Create Micro-Segments
Create Micro-Segments• Use data to its full potential• Make segments dynamic• Use multiple factors• No more watering the message• Keep the customer in charge
1. Green
3. Black
2. White
4. Herbal
1 & 3
1 & 4
1 & 3 & 4
1 & 2 & 4
2 & 4
1. Green
3. Black
2. White
4. Herbal
1 & 3
1 & 4
1 & 3 & 4
1 & 2 & 4
2 & 4Relevancy raises ROI
7. Automate personal emails
Action
Action
Trigger Action
ActionTrigger Open
Clickthrough
NoOpen
QualifyLead
Whitepaper Email
Revenue >$10M/yr
Revenue <$10M/yr
Welcome Email
Manual Sales
Action
New Lead
Action
Action
Trigger Action
ActionTrigger Open
Clickthrough
NoOpen
QualifyLead
Whitepaper Email
Revenue >$10M/yr
Revenue <$10M/yr
Welcome Email
Manual Sales
Action
New Lead
Automate Personal Email• Unprecedented detail• Improves relevance• Raises conversions• Increases revenue• Seamless & organic
Action
Action
Trigger Action
ActionTrigger Open
Clickthrough
NoOpen
QualifyLead
Whitepaper Email
Revenue >$10M/yr
Revenue <$10M/yr
Welcome Email
Manual Sales
Action
New Lead
Limited only by data & creativity
Action
Action
Trigger
Trigger
Delay
Delay
Action
Action
Action
ActionOpen
Clickthrough
NoOpen
Readyto Buy
Not Interested
ThreeDays
SevenDays
QualifyLead
QualifyLead
MoreInfo
Trigger
Trigger
Action Action
ActionAction
Delay Action
Delay Action
Open
No Open
Open
Clickthrough
NoOpen
RegisterConfirm
EmailQualify
Lead
QualifyLead
Follow Up Email
SevenDays
ReminderEmail
SevenDays
Webinar Email
Webinar Email
Download
Clickthrough
Segment
Action
Existing Member
New Member
View WebDemo
Welcome Email
SurveyEmail
Fourteen Days
Whitepaper Email
8. Keep It Simpler
Keep It Simpler• It takes discipline• Keep the acquisition path clear• Run campaigns more often• Scale down the message• Increase impact
Raise the value of each opportunity
9. Get Continuous Permission
Get Continuous Permission• ISPs are better at identifying SPAM• A strong list gets the best response• Strengthen compliance practices• Improve deliverability• Most people will say “No”• Engage the ones who say “Yes”
Ex. 1: Confirm above text
Ex. 2: Confirm within text
10. Immerse Yourself in Feedback
Immerse Yourself in Feedback• Know your customers• Discover new ideas• Understand pain points & needs• Optimize customer service• Gain a competitive edge
Customer Service
Training & Development
MarketingSales Customers
Customer Service
Training & Development
MarketingSales CustomersImprove loyalty & retention
Conclusion
Conclusion• Email ties it all together• Understand needs & interests• Deliver targeted information• Raise participation & trust• Deepen relationships
Don’t lead customers, engage them
Total Engagement Marketing
About Net Atlantic• High deliverability• Powerful tracking & reporting• Dynamic segmentation• Email automation
About Net Atlantic• Reseller & Agency editions• Dedicated email servers• Personal & expert services
