Three parts: Email marketing fundamentals; campaign standards including google, omniture and webtrends tags; marketing automation tool

1. Online Marketing Summit SEATTLE| JUNE2010 Getting the Payoff from Direct Response Mail Allison Hartsoe Vice President of Analytics Semphonic

2. Part One: Basics of Email Marketing - 10 minutes of PPT tutorial Part Two: Tracking Email Marketing - 10 minutes of Campaign standard Part Three: Marketing Automation Tools - 15 minutes of technology screen shots showing what drives our system. Part Four: Discuss Your Strategy Overview 2

3. Basics of Email Marketing 3 Some rules can be bent, others can be broken.

9. Easy unsubscribeMechanics 5

11. High image, low text ratio can trigger spam filters

12. Using font larger or smaller than 10-12 point flags spam

13. These words or symbols can cause havoc:

14. money

15. discounts

16. free offers

17. ALL CAPS

18. Lots of !!!! or $$$$ Mechanics 6

20. Subject is brief (20-50 characters)

22. Tendency to speak sales (vague, superlatives).

23. Speak to a person in their “language”.

24. Make a positive emotional/ brand connection.Content 7

26. Repeat. Beginning, middle, end and sidebar.

28. Compelling facts only. No fluff.

29. HTML vs Plain Text. Use multi-part formatting.Content 8

32. geographic, behaviorial, purchase history, time of open

33. In the subject line can be helpful. Segmentation 9

34. A Brief Walk-Through Step 3. Clicked

36. Subject is brief.

37. Subject highlights clear value.

38. Subject is timely.

39. Subject is personalized. *From: Gary Angel Subject: Dinner with Semphonic in SF on June 16 - 96% delivery rate / 75.86% open From: June Dershewitz Subject: Semphonic Brings Advanced Analytics Training to San Jose – 100% delivery rate / 18% open

43. 41% click through rateFrom: June Dershewitz Subject: Semphonic Brings Advanced Analytics Training to San Jose – 100% delivery rate / 18% open - 3.77% click through rate

44. 15

45. Campaign Standard 16 Standards help you go the distance.

46. To track multiple campaigns: Create a systematic standard Tag your links Campaign Standard 17

47. What goes into a standard? Type of marketing effort (email, banner, ppc) Business unit Audience / Target Version What does not go in? Date Confidential data Campaign Standard 18

48. Step 1: URLs need a Query String This is everything after the question mark (?) http://www.yoursite.com/landing_page.php?utm_campaign=fall-sale&utm_medium=banner&utm_source=boston.com&utm_content=text-only http://www.yoursite.com/?wt.mc_id=ppc-prov_prosp-campaignxyz http://www.yoursite.com/?cid=bac-invid_prosp-joinnow Campaign Standard 19

49. Step 2: How to build the Query String Google accepts the following variables in the query string. The red variables are the most important: utm_campaign – the name of your marketing campaign. Keep it short and general. utm_medium – method of distribution. This might be all PPC now but you could extend this tracking to email campaigns, banner ads, etc. utm_source –who are you partnering with to push the message? Google, Yahoo, MSN, for example. utm_content – ad version. Often used for testing one version of text over another. utm_term – keyword. Google analytics will pull Adwords data through, but other engines will be lost unless you do further integrations. Campaign Standard 20

50. Step 3: Tag your links Any link anywhere which is part of your campaign should be tagged. For example: a PPC campaign run on Google might look like this: http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=google a PPC campaign on Yahoo might look like this: http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=ppc&utm_source=yahoo&utm_term=dental-insurance a newsletter campaign might look like this: http://www.yoursite.com/landing_page.php?utm_campaign=sample-campaign&utm_medium=news&utm_source=campaigner&utm_term=dental-insurance Campaign Standard 21

51. Campaign Standard 22

52. Marketing Automation Tools 23 I swear, I will not kill anyone.

53. Running an Automated System 24 Web Emails Marketing Database CRM Database Salesforce.com Sugar Marketo Pardot Salesfusion Genius many more

54. Six Reasons Why We Use It Email sends and reports Segmentation by behavior and geography Full web tracking Automated lead scoring Grade the “ideal” prospect Nuture leads with daisy-chain campaigns Why use marketing automation? 25

55. Overall Email Send Statistics

57. 28 Individual Email Send Statistics

58. Automated List Segmentation

60. Refer data tells us what was searched to get to us.

61. Progressive form capture moves anon visitor to individual.

63. Web Tracking in Real Time 32

65. Form/form handler/landing page error: -5 points

66. Site search query: +3 points

67. Tracker click (from a Prospect Insight email, plug-in email, or a third-party email that includes a tracking parameter): +3 points

68. Visitor session: +3 points

69. Visitor page view: +1 point (if not customized)

70. Visitor page view specific pages: +5 points

71. Opportunity created: +50 points

74. Segmented information (xchange, mobile, omniture)

75. Conversional, helpful tidbits

76. Rule of 29Drip Campaign Examples 35

77. Running an Automated System 36 Web Emails Marketing Database CRM Database Salesforce.com Sugar Marketo Pardot Salesfusion Genius many more

78. There is no one “right” way. Focus on building the relationship. Different relationships for segmented audiences. Aim to make your message something that generates recurring positive sentiment and response. Sell on the landing, not the email. Use automation tools to make the process easier. Set up address to check the actions of your rules. Key Takeaways

79. Discussion: Your Strategy 38 You’re so money and you don’t even know it.

80. Allison Hartsoe VP Analytics Semphonic www.semphonic.com ahartsoe@semphonic.com 503-961-4443 Twitter: @a8llison LinkedIn: http://www.linkedin.com/in/allisonhartsoe 39 Thank You

81. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 40