Email 360: Boost Response Throughout the B2B Customer ... · 6 11 Email is the Dialog Medium Can...
Transcript of Email 360: Boost Response Throughout the B2B Customer ... · 6 11 Email is the Dialog Medium Can...
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Email 360:Boost Response Across
the B2B LifeCycle
How to make your B2B email program scalefor higher impact throughout the
customer lifecycle
Marketing Profs Email Marketing IntensiveOctober 1, 2007
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Why Are We Here?
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Panelists
Scott Barnett, Email Marketing Manager,Citrix Online
Brian Ellefritz, Senior Manager, CustomerRelationship Marketing, Cisco
Leslie Reiser, Program Director, SMBMarketing, IBM.com WW
Leader-Moderator: Stephanie Miller, VP,Strategic Services, Return Path
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Reasons To Pay Attention(and Participate)
Find out if email is good for acquisition, or just forretention.
Pick up some ideas on using email in combinationwith other marketing channels.
Ask for help with your biggest email marketingchallenges.
Hear some real world decisions around how muchemail to send, to whom, and when.
Get some practical tips for testing and measuringresults.
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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How Is This Possible
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B to B Lifecycle Models
BusinessIssue
NeedsAnalysis
RFP
ResearchVendors
Assessment
Purchase
Awareness
Consideration
Preference
Purchase
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B to B Lifecycle Models
Peers
Friends
Expert
Vendor
Consultant
Direct Mail
Email Offer
Web Banner
Podcast
Online Event
Blog
Viral Video
Web Search
Newsletter
Magazine
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From Monologue to Dialogue
TVTV
EmailEmail
PrintPrint
OnlineOnline
Direct MailDirect Mail
BulkBulkPromotionalPromotional
Surveys &Surveys &Integrated DataIntegrated Data
AdvancedAdvancedTracking &Tracking &
SegmentationSegmentationPersonalizedPersonalizedTransactionalTransactional
IncreasingReturns
DecreasingReturns
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Why Pull the Email Lever in aMulti Channel World?
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Email is the Dialog Medium
Can broadcast email really be 1:1Can broadcast email really be 1:1Goal: 1:Many thatGoal: 1:Many that feelsfeels like 1:1like 1:1
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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The percentage of professionalswho sign up for email offers
15%25%85%93%
Source: Return Path
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The increase in purchase value ofemail subscribers vs. non-subscribers
5%17%22%55%None
Source: Forrester Research
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How much more likely is a B2Bsubscriber to consider an email“spam” if it comes “too frequently”
NoneTwice4x500%
Source: Marketing Sherpa
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Percentage of professionals who claimemail has had some impact on theirvendor/business decisions?20%34%87%100%
Source: Forrester Research
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Percentage of businesspeople whoregularly read business email on theirmobile devices.
5%37%75%90%
Source: Exact Target 2007
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Where does email have the mostimpact for business buyers
Comparison researchBrand awareness/valueUp selling / ConsolidationAll of the Above
Source: Marketing Sherpa
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Percentage of professionalswho bother to unsubscribe
12%22%44%55%
Source: Return Path
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Great Subscriber Experiences
The Contact Strategy mustbe at the Subscriber Level
Vary the Content to MakeEach Email Worth Opening
Make sure your UnsubButton is Easy to Find andWorks
No really, it’sall about you!
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What’s a B2B Marketer to Do?Segment
Test The Introduction ofNew Content Sets
Win Back Non-Responders
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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Email Marketing Paradox
Email is central tothe business day
No one has time toread email
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Where To Spend Your EmailMarketing Currency
People You KnowPeople You Don’t Know
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Where Are My Prospects -Known
My House FileVisiting my WebsiteTalking to Sales Team(s)PartnersUsing My Products
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Confusing formcompletely stallsall comers
Confusing formcompletely stallsall comers
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Solution: Use attention-
grabbing titles Simplified sign
up page Copy is more
specific andcompelling
Solution: Use attention-
grabbing titles Simplified sign
up page Copy is more
specific andcompelling
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Barilla
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Email Prospecting – FullyAutomated at Fidelity Call Center Rep
Immediately FulfillsRequest using EmailTemplates
Completely CustomizedSolution
Fulfillment is Up 400% Conversion is Slightly
Ahead, but Off a MuchLarger Base
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Where Are My Prospects -UnknownSearching / ResearchingClicking on Ads/FormsSubscribed to Third Party
Files (publisher/compiled)Reading industry email
newslettersRegistering at micro-sites
or lead gen networks
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Respond to Their Needs &Questions via Email Series
Sign Up for ThreeProductivity Strategies
Get Five IntegrationSolutions in Five Days
10 Ways A Cleaner FloorImproves Your BottomLine
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Measuring Success
Measure: Opens, Clicks,Conversions, Revenue, ROI
Test with a control group – Countthe number of email touch points
Source contribution to unsubscriberequests, complaints and bounces
Relationship potential – does itconvert to a subscription to ongoingnewsletter
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Case StudyCitrix Online
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CitrixBackground: Citrix Online is a software as a
service provider to SMBs GoToMyPC® GoToMeeting® GoToWebinar®
Simpler is Better philosophyTarget Audience: SOHO/Small Biz market
buying with a credit card
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Citrix
Our Challenge:Hundreds of thousands of customers and astaff of 600, how can we scale sales andcustomer service efforts AND provide anexcellent customer experience?
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Citrix Online – Email SolutionEmploy Email As Sales
Person In the Spirit of Dialog,
Email Communicatesthrough CustomExperiences
Coordinated Use ofMultiple Channels toIncrease Reach
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Citrix Online
Map allchannels
SurveyTest –
OptimizeReconfigure
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Citrix Online
Trial users gave creditcard but didn’t downloador use the trial. Why?
Action: Email SurveyMain responses:
Too busy Not at PC Have a technical question
“After” Email
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Citrix Online
Newsletter as aDialogue Channel User Generated Content
– Contest Winner Simple embedded
surveys shape designand content
Reply and a personanswers
User “star” rating systemfor content
GoToMyPC Newsletter
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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To All Ye Gentle Sales Folk…
Can one email message reasonably sell: Up sells Cross sells Product launches Brand Awareness Brand Engagement Service Culture
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Answer: All. One At a Time
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Case StudyIBM
Case StudyIBM
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Business Environment & Challenge Emails are initially scanned for a
maximum of 3 seconds 7 out of 10 people scan their
email in the ‘preview’ pane IBM heat mapping studies verify:
“from” address and subject linesare the first key influencers ofthe viewer’s decision to open anemail (regardless of what can beseen in the preview pane)
>65% of US email clientssuppress images by default(~94% have manually enabledimage blocking)
xx%4.4%Click ThroughRate (CTR)
xx%2.1%Opt-Out Rate
xx%23.6%Open Rate
xx%96%Deliverability
YourCompany
IndustryBenchmark
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Establish an e-Nurture Environment1. Implement a fundamental process
to solicit, manage and nurture ane-relationship towards developingcustomer intimacy
2. Engage customers and prospects– Deliver relevant messages with
perceived value– Eliminate multiple and conflicting
messages from within theorganization
– Establish message stream that isSolution vs. Product focused
We need to respect the power thecustomer must have in ane-relationship with IBM
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Establish an e-Nurture Environment3. Deliver superior client experience
– Client focused– Needs based– Eliminate multiple registrations– Avoid requests for same information
– Implement cross organizationaldata systems to
– Centralize market intelligence to‘house’ customer preferences
– Treat prospects differently thancustomers
4. Re-establish trust in the process– Encourage Sales teams to allow e-
relationship communications to theircustomers
We need to respect the power thecustomer must have in ane-relationship with IBM
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What is eNurture?
The methodology of cultivatingprospects & customers to evoke‘next step’ actions via e-mail and/orthe Web
Drive to Web
BannersPrint
e-MailPurchased list
Segmented listsEtc..
ProspectResponds
Registers foroffer
eNurture
Next step offerprovidedvia e-mail
& Web linksto drivefurther
Involvement(1-4 touches)
SustainedEngagement
1-3 moreOffers
LeadValidation
ActionIncreased
Conversion fromaddtl exposure
Sale
$
CustomerIntimacy
Post-SaleLoyalty &Customer
AppreciationUp-Sell
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Incorporate “Opt-In” within Marketing &Demand Generation Framework
Contactdiscovery
WW DMapproach
e-permission“engineering”
Objective: obtain email addressOpt-in (permission), & interest
e-relationshipdevelopment
Objective: develop prospects’interest online & move intoappropriate e-tactics
Objective: identify/capture newcontacts across all Mktgprograms
MI/Call centers
“X” million contacts
•Interest-based offers•Tele•Request a quote•Burst mktg•eContact (sales reps)
Program tacticsObjective: Drive Oppty
O/B“Tele-Calling”
Opt-in
Incentive-driventraffic
“Clear lanes” policy
Existingmarketplace
tactics
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Using Smart Forms
Engage Profile & Nurture
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Establish Trust & Personalize
Welcome Pack My Communications
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Deliver Relevant Communications
Triggered e-Nurture
Trigger basedemail programsDelivers value to
both prospectand IBM
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Report & Measure –“Interactive Reporting Dashboard”
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Best Practices - ForwardView NewsletterWhat is ForwardView?Delivers thought leadership and
marketplace insightsFlash/rich media, html & printRotating promotional modulesSubscribe/Feedback/Viral MktgHost guided navigation15+ pieces of original content
Delivery Stats30% Activity drives to ibm.com97% Retention rate13% Open rate5 min Avg viewing time
“Industry Award Winner”Horizon, AdTech, 2007 Ace
Awards “Best B2BExperience”& B:B Online
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Always Be Selling – Right?
Our numbers are down –send an email!
Everyone should beworried about this issue –send an email!
Every user of Product Acould use Product B.Send them all an email.
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Let’s Ask the Panelists!
What is the magicnumber of emails
to send per subscriber?
What is the magicnumber of emails
to send per subscriber?
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Let’s Ask the Panelists!
Is permission enough?Is permission enough?
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Let’s Ask the Panelists!
How do you define thebest segments?
How do you define thebest segments?
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Segmentation Starters
Active clickersBest buyersNew subscribersVisitors to the websiteConsumers of
whitepapers/content Job titleCustomer status
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How much longer is the salescycle today, as buyers researchmore (on the Internet) and managebuying more professionally?
5%22%37%62%
Source: Sirius Decisions
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Shortening The Sales Cycle
Segment, even in wide clusters New prospects, Lapsed prospects, Website
visitors
Adjust cadence for buying cycles Seasonality, Vintage, Source, Behavior Nurture, don’t numb
Be helpful – Message CountsStorytelling Sells
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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Who Would Like To Be A VIP?
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Case StudyCisco
Case StudyCisco
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Cisco
Brand AmbassadorProgram
Designed around: Research Behavior Customer Choice
Current Stage:Global Rollout
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Background
• Cisco “Innovators”• Launched as pilot in the US along with new
SMB campaign, Jan 2006• Objective: Drive email opt ins• cisco.com/go/innovators
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From Demand Generation…
Explicit Data
Explicit Data
• IT Manager• Small Business• Financial Svcs• Security Products
Patrick Dean
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From Demand GenerationTo Relationship Marketing
Implicit Data
Explicit Data
Explicit Data
• IT Manager• Small Business• Financial Svcs• Security Products
•VOIP•Wireless•White Papers•Cost Cutting
Patrick Dean
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Components with a Purpose• “Heartbeat” – Newsletter
• Set agenda• Brand Cisco• Detect interest
• “Explore” – Webcast series• Deep dive on topic• Express interest
• “Reward and Monetize” - Special offers• Pay off relationship• Drive leads and sales
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Relationship Marketing orGuided Selling?
PeriodicNewsletter
Week 0 Week +2 Week +4Complementary
Premium ContentWebcast
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Relationship Marketing DrivesHigher Opt-In and Engagement
2.6%5.3%
8%
17%
3.5%
30%
0%
10%
20%
30%
Opt-in Rate Click Rate: Newsletters Response Rate: Offers
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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First Question For An EmailProgram Manager…
Make or buy
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Make or Buy – Email System
Pro: Control +
Confidence Permission &
bouncemanagement
Cost System &
dataintegration
Pro: Control +
Confidence Permission &
bouncemanagement
Cost System &
dataintegration
Con: Complex +
IT staffing Must keep
current Economy =
highvolume
Con: Complex +
IT staffing Must keep
current Economy =
highvolume
MakePro: Reports &
benchmarks Allow growth Monitoring Advanced
features Focus on
marketing
Pro: Reports &
benchmarks Allow growth Monitoring Advanced
features Focus on
marketing
Con: Control Shared IP Lack of IT
oversight Expense
Con: Control Shared IP Lack of IT
oversight Expense
Buy
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How Do I Know It Will Work?
Persistent Question For AnEmail Program Manager…
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ABT: Always Be Testing
It doesn’t pay to guess: marketers arenot very good at predicting response
Align your testing hypotheses withthe call to action, offer and targetaudience
Only about 40% of marketers use anyonline testing, despite the fact thattested elements can more thandouble typical response rates(source: Jupiter Research 2005).
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Let’s Talk About You:Attendee Top Challenges How can I get more resources for email internally? Where are the hot spots in my design? Is my preview pane
working hard enough? Which content works best for new subscribers? Re-activating
subscribers? The selling season? Do I need to be worried about mobile? Can I use video in an email? How can we account/credit for email-driven revenue? How is my department being measured? How does the sales team measure success? Are we establishing reasonable KPIs that can be achieved
through email? What is the best way to capture customer feedback through
email?
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Let’s Talk About You:Attendee Top Challenges How much is too much email per subscriber? Many companies have strict policies about accepting outside
email. How can I combat that? How many segments should I have? What’s the point of testing subject lines? What database or analytics do I need to do effective
segmentation? How do I reach customers who have unsubscribed? Should the subject line contain my brand name? How important
is the From: address? Shall I promote the top article or an article lower down, forcing a
scroll? Which metrics matter most? Can I use flash or rich media?
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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What Do ISPs/Receivers HaveIn Common With Marketers
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What is a Sender Reputation?
Complaints High Unknown UsersSpam Traps
Sending Infrastructure Sending Consistency
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You Be the Spam Filter
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Is this Spam?Nothing picked up
on content filters –all images
From line seemspersonal
From a corporateexchange server
High volumeHigh complaints
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Have You Ever… Blasted out a large file on one day? “Borrowed” someone else’s file? An
old file? Included a bunch of third party links? Had your message go the junk folder? Changed your from address? Had all images in the message, little
text? Neglected to authenticate? Forgot to process unsubscribes
before the next mailing?
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Reality Check: How To ProtectYour Subscribers – and Your ROI
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Arrows in Your Quiver
KnowMonitorManageReach agreement internally: Mailing frequency caps ROI calculations When to remove the “dead wood”
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Once in the Inbox….
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Mobile Rendering
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Can You Give Me a List ofSpam Words to Avoid?
List:http://www.marketingforsuccess.com/wordstoavoid.html
SpamAssassinhttp://wiki.apache.org/spamassassin/AvoidingFpsForSenders
List:http://www.imediaconnection.com/content/3649.asp (scroll downfor sidebar)
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B2B Deliverability Checklist Track inbox deliverability – corporate filters block more aggressively
than ISPs. (Your file may include non-corporate addresses.) Get accredited. Third party endorsements matter. Know if email is being regularly blocked by ISPs. Check log reports for
problems at specific corporate domains? What is the origin of and our relationship with everyone on our list? What is our permission policy? (opt-out, single opt-in, confirmed opt-in
or double opt-in) Do we maintain a master calendar of emails sent – at the customer
level? Are we on any blacklists? If so, why? Will our newsletter pass through most spam and corporate filters? Who is checking the various unsubscribe mailboxes for customer
complaints? Are they are working properly?
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Today’s Agenda
The Lifecycle View – Framing the Question The Subscriber View – Audience Participation The Prospector View & Citrix Case Study The Seller View & IBM Case Study The Ambassador View & Cisco Case Study The Program Manager View – Stump the Panel The Receiver View & Spam Filter Voting Game The Attendee View – Your Questions
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9 Great Ideas to Steal:Email Through the LifeCycle1. Rent an email file from a trusted source to generate leads, promoting a
webinar/free trial/book excerpt/whitepaper.2. Send a series of five emails to educate (and convert) those who downloaded
your 14-day free trial software.3. Publish a monthly newsletter featuring helpful ideas that appeal to your
current customers and prospects.4. Starting two months prior to contract renewal, send weekly email s reminding
customers how important your product/service is.5. Prior to lead gen events like webinars or seminars, send email invitations to
targets in your database. After the event, send an email thank you or “sorrywe missed you” message.
6. Identify prospects on your file and send them information about building abusiness case for your product/service.
7. Identify your best customers and enroll them in a monthly survey panel toobtain feedback and market response data on your products.
8. Select your highest value customers and send them VIP-type information thathelps them utliize your products/services in new ways.
9. Gather email addresses of visitors to your website, and launch a customseries of follow up emails that help them quickly gather independent data andmove in to the next phase of the sales cycle.
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Thank you! Some Resources
IBM Forward Viewhttp://www-304.ibm.com/jct03004c/businesscenter/cpe/html0/33409.html?mailingid=5030&cid=1
Cisco Innovators Program: www.cisco.com/go/innovators
Free 30-day trials from Citrix (triggers the email series) GoToMyPC - Allows customers to Access Their PC from
Anywhere(R) https://www.gotomypc.com/s/mktgprofs GoToMeeting - Online meetings made easy(TM)
https://www.gotomeeting.com/s/mktgprofs GoToWebinar -Unlimited web events for one flat fee.
https://www.gotowebinar.com/s/marketingprofs
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Thank You!
We appreciate your time.