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© 2012 Marketo, Inc. Marketo Proprietary and Confidential All About Email: An Essential Guide to Email Marketing Success Jessica Langensand Marketing Programs Manager Marketo @jlangensand

description

A powerpoint presentation to share with all my fb friends and as a gift for those who are begining to start up in business. Have fun reading and trying to make a living for your families. Wassalam Prof Dr Nor Akmal bin Wahab

Transcript of Crm evolution-140821132103-phpapp01

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

All About Email: An Essential Guide to Email Marketing Success

Jessica LangensandMarketing Programs ManagerMarketo

@jlangensand

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3.2 Billion

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Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011

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ENGAGEMENT

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Power of Personalization

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Tokens

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Data Subject Line: Your 2013 FitBit Activity

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Demographics

Government Healthcare

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Targeted Emails are More Relevant

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Behavioral Triggers

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The Key to Relevance is Behavioral TargetingTop Tactics to Increase Email Engagement

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Nurturing Based on Behaviors

• Attends event• Downloads content• Click email• Fills out form• Score is changed

Email

Social

Content

MS CRM

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Using a subscriber’s behavior as a cue is the best way to capture their attention

@jlangensand

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Following Up

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Browsing History

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Abandoned Cart

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

How to Create Well-Designed Emails

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The Fundamentals

• Font

• Text Size

• Color

• Branding

• Images

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Subject Lines

Follow the Four “U”s:

1. Useful: Is the promised message valuable to the reader?

2. Ultra-specific: Does the reader know what’s being promised?

3. Unique: Is the promised message compelling and remarkable?

4. Urgent: Does the reader feel the need to read it now?

- Copyblogger

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64%

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Mobile vs. Desktop

As of Dec 2013, mobile opens have surpassed desktop (accounting for 51%)

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Responsive Design – CampaignMonitor.com

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Responsive Design – Litmus.com

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Image Alt Tags

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Image Alt Tags

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Image Alt Tags

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Remove Extra Calls to Action

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Remove Extra Calls to Action

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4 Must-Haves for a Successful Email

1.Intriguing and Honest Subject Line

2.Clear Call to Action

3. Human Voice

4. Value Proposition (What’s In It for Me?)

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The key to getting results, is to show the subscriber ‘What’s In It for Me’ (WIIFM)

@jlangensand

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Testing for Success

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WhichTestWon.com

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“From” Line

A/B test showed significantly higher opens and clicks (4% higher opens, 3% higher click-through)

when sent from a Sales Rep…

vs. Marketo Premium Content

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Banners

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Banners

10% CTR 5% CTR

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Buttons

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Buttons

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Buttons

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Buttons

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Buttons

21% Lift in Conversion

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Button Placement

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Button Placement

6% Higher CTR

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A/B testing isn’t about what you like, it’s about what your audience responds to

@jlangensand

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

THANK YOU!

Jessica LangensandMarketing Programs ManagerMarketo

[email protected]@jlangensand