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

sales@netatlantic.com | 877-263-8285

www.netatlantic.com