Post on 20-Aug-2015
#RevEngine #DG2EEM @jonmiller @djwaldow
Today’s Topics: Part 2
• Building and Maintaining a Quality List
• Conversations, Not Campaigns
• Coordinated Across Channels / Email and Social
• New Metrics for Email• Trends in Email Technology:
Moving Beyond ESP
#RevEngine #DG2EEM @jonmiller @djwaldow
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
1. Trustworthy2. Always Relevant3. Conversations,
Not Campaigns4. Coordinated
Across Channels5. Strategic
Engaging Email is:
#RevEngine #DG2EEM @jonmiller @djwaldow
If you haven’t earned your subscribers’ trust, they won’t open or click your email #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
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””
#RevEngine #DG2EEM @jonmiller @djwaldow
• Timing• Frequency• Types of Content• Branding• Naming and subject lines
TRUST comes from setting and maintaining expectations
#RevEngine #DG2EEM @jonmiller @djwaldow
Single? Double? Confirmed? Welcome
Email? Implicit? Explicit?
Opt-In Types
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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
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The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM) #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Email deliverability today is about Reputation and increasingly Engagement #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Provider’s Responsibility Sender’s Responsibility
• Use up-to-date technology
• Cultivate relationships with receivers
• Provide tools to segment your lists
• Build your list responsibly
• Maintain your lists over time
• Determine what you send and to whom it’s sent
#RevEngine #DG2EEM @jonmiller @djwaldow
When it comes to email marketing, nobody wants to get blasted #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?
#RevEngine #DG2EEM @jonmiller @djwaldow
What is an engaging conversation?• Listens and adapts• Communications
flow one to the next
#RevEngine #DG2EEM @jonmiller @djwaldow
Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
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When it comes to email automation, flow charts don’t flow: they’re confusing, error-prone, and inflexible #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
When really you want to make sure someone gets your message, you send an email, not a tweet #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Email and Social are like Batman and Robin• Social Connecting: Use email
to grow your social followers.
• Social Sharing: Use email to extend the reach of your message through social channels.
• Social Promoting: Use social media to grow your email list and promote your email marketing messages.
#RevEngine #DG2EEM @jonmiller @djwaldow
Test & Tune With Social Funnel Metrics
• 13% of participants shared
• 363 incremental registrations
• 16% increase in registrations
• 45 qualified for sweepstakes
Social SHARINGJumpStart Tour Referral Results
#RevEngine #DG2EEM @jonmiller @djwaldow
Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
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Importance of various factors in measuring the value of email marketing programs
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A subject line is only as good as the revenue it generates. You don’t just want Opens; you want actual sales. #DG2EEM
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Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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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
#RevEngine #DG2EEM @jonmiller @djwaldow
Marketing automation is a• Technology that
streamlines and automates marketing tasks
• powered by a marketing database, workflow engine, and rich analytics
• so companies can • increase operational
efficiency and • grow revenue faster
#RevEngine #DG2EEM @jonmiller @djwaldow
What Is “Automation”?
Send Event Invitation
Wait 3 Days
If Not Registered, Send
Reminder
Wait Until 1 Day After Event
Send Different Follow-Up to Attendees vs.
Non-Attendees
#RevEngine #DG2EEM @jonmiller @djwaldow
Tweetable Takeaways plus Q&A
1. Engaging email is trustworthy, relevant, and conversational
2. If you haven’t earned your subscribers’ trust, they won’t open or click your email
3. Trust comes from setting and maintaining expectations
4. The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)
5. When it comes to email marketing, nobody wants to get blasted
6. Flow charts don’t flow for email: they’re confusing, error-prone, and inflexible
7. Email is the digital glue that holds multi-channel communications together
8. When really you want to make sure someone gets your message, you send an email, not a tweet
9. A subject line is only as good as the revenue it generates. You don’t just want Opens; you want actual sales
10. It’s time to graduate from traditional Email Service Providers to Marketing Automation
@jonmiller@djwaldow
#DG2EEM