The document summarizes an email marketing workshop that covers trends in B2B email marketing, the basics of email marketing, content strategies, different types of email campaigns, integrating email marketing with marketing automation, and important metrics. The workshop agenda includes discussions on personalization, quality content, cross-channel strategies, and moving away from interruptive "buy now" messages to more educational nurturing campaigns.

2. EMAIL MARKETING
Workshop

3. Email Marketing Webinar
Today’s Session Agenda
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Trends in B2B Email Marketing
Email Marketing – Back to Basics
The content conundrum
The 4 types of email campaigns
Email marketing in marketing automation
Beyond CTR – metrics that really matter
www.Salesfusion.com
© 2013 Salesfusion

4. www.Salesfusion.com
© 2013 Salesfusion

5. Trends
Like Levis – the classics never go out of style
Relevancy Prioritized delivery from ESPs like Gmail and Hotmail treat irrelevant
messages like spam's barely-respectable cousin. Even if your email makes it to a
subscriber's inbox, low-priority status might land it where it’s never seen.
Personalization It's no longer good enough to greet a recipient by name. Use
purchase history, website activity and customer relationship management (CRM)
data to learn about your audience and create the exact content they want to see.
Quality and Clarity Offering recipients valuable content with an easily discernable
CTA is still the single best practices for any email campaign.
Cross-Channel On a typical day, your customers might interact with brands by text,
email, or social network. Working across channels will increase your engagement
with prospects
www.Salesfusion.com
© 2013 Salesfusion

6. Email Trends
Overall spending and growth increases
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Social has not killed email
Email usage continues to grow
despite budget dilution from other
channels
Newer types of email marketing
(drip/trigger/nurture) have increased
where/when email can be used
www.Salesfusion.com
© 2013 Salesfusion

7. The State of Email Marketing
• 92% of online adults use email—61% on a daily basis,
according to Pew Internet Project research.
• Attitudes toward email marketing have improved,
according to a Forrester Research study, which found that
fewer consumers are deleting email marketing messages
without reading them (44% in 2012 vs. 59% in 2010 vs. 63%
in 2008 vs. 73% in 2006).
• A whopping 74% of online adults prefer to receive
corporate communications via email instead of social
media, direct mail, text messaging, or phone, according to
research by Merkle (PDF).
www.Salesfusion.com
© 2013 Salesfusion

8. The State of Email Marketing
• Email and search marketing retain the
greatest influence on consumers’ online
buying behaviors, according to a study by
Forrester Research and GSI Commerce.
• 89.2% of marketing managers say email
remains as important or more important
to their overall marketing strategy
compared with two years ago, according to
an EmailVision study.
www.Salesfusion.com
© 2013 Salesfusion

9. Challenges
Getting to the inbox…and then getting read
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Marketers account for 70% of "this is spam" complaints and 60% of all
spam traps hits. This is considerably higher than any other source,
including botnets.
As a result, U.S. marketers' inbox placement rates have decreased
roughly 5% since 2011.
E-newsletters make up the greatest number of emails in consumer
inboxes (29%).
70% of spam complaints are filed on opt-in newsletters, offers, or
notifications that recipients no longer want to receive.
65%
Of all emails sent
are spam, but
filters catch most
of it
Use in-market data to increase performance
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Segmentation
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Dynamic content
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Preference data
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Frequency optimization
Spam Filters
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Testing and delivery tools
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Custom unsubscribe
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Simplistic design approach
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―May we continue to talk?‖ campaigns
www.Salesfusion.com
© 2013 Salesfusion

10. Anatomy of an Email
―Simplicity is the ultimate sophistication‖ –Leonardo DaVinci
Stylistic changes to email design have been significant.
No matter how our layouts have changed, it’s still important
that our subscribers can answer three key questions with
just a glance:
(1)
(2)
(3)
What is the email about?
Why should they care?
What should they do about it?
Look at that
button. It’s so
clickable. You
could click it on a
bus, at the mall,
in the shower, in
a stall. You could
click it in on a
moose, while
getting loose, or
at a party when
you’re old and
farty.
And button CTAs are still as popular and effective as ever –
perhaps in part because of mobile readership. Buttons are
easier to click than text links on a mobile device.
www.Salesfusion.com
© 2013 Salesfusion

11. Anatomy of an Email
Why mobile design is important
Mobile first?
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Up to 10% of opens occur on a
mobile device
Design for fluid width
Test on the top 3-5 devices and
clients using rendering tools
www.Salesfusion.com
Check out our new
orange monitor
Check out our new orange
monitor
© 2013 Salesfusion

12. Anatomy of an Email
Adding white space?
More whitespace means less content, which
translates to ―only essential content.‖ This tactic
has three benefits:
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Important information is front and center.
Those shorter attention spans, with less to
sort through, are better served.
The page scales more nicely for small
screens.
Allows for links to be spread and render
more easily on mobile devices
www.Salesfusion.com
Lorem Ipsum Inc.
© 2013 Salesfusion

13. Interesting statistics for discussion
Fully 75% of brands that use automated, eventtriggered, email marketing programs (also called
lifecycle email marketing) say these campaigns
generate better results than traditional blast
campaigns, including increased subscriber
engagement (67%), increased campaign
performance (55%), higher customer
satisfaction and retention (54%), higher ROI
(45%), and increased revenue (46%), according
to a StrongMail survey.
Source - MarketingProfs
www.Salesfusion.com
© 2013 Salesfusion

14. What’s Hot
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The Cheap Email Effect = Fatigued
inbox and overworked spam filters
lead to weak messages/campaigns
www.Salesfusion.com
Multi-step campaigns
designed to ―hold the
reader’s attention‖
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Rapid migration away from low-end email
blast tools to nurture-style campaigns
Focus on delivering content
and value in email
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Integrated with CRM
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Part of a larger
communication strategy
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Messaging is moving away
from ―buy me now”….to “I
want to teach you
first…and sell you when
you’re ready‖
© 2013 Salesfusion

15. Back to Basics: Subject Lines
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Focus on delivering content
and value in email
Multi-step campaigns
designed to ―Hold the
Reader’s Attention‖
Integrated with CRM
Part of a larger
communication strategy
Messaging is moving away
from ―buy me now”….to “I
want to teach you
first…and sell you when
you’re ready‖
In the junk folder because of the subject line:
www.Salesfusion.com
© 2013 Salesfusion

16. Spam Filters
• B2B deliverability is based on your ability to get through appliance-level filters –
Postini, Barracuda…etc.
• Black listing is not as applicable in B2B – more relevant for public ISP – AOL,
gmail….etc.
• ―Sent on behalf of‖ email domain is a spam filter death sentence
• Once a filter flags an ESP like this as spam….anyone hitting that filter…even from
a different company could be grey-listed automatically by the filter….
• This is the Cheap Email Effect
www.Salesfusion.com
© 2013 Salesfusion

17. The Cheap Email Effect
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One company uses
email tool
Saturates persons at
Company ABC, Inc. with
email with ESP domain
Person flags ESP
domain as spam
All other companies
using ESP – marketing
to ABC, Inc. no longer
get through
Corporate Spam Filter
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www.Salesfusion.com
ABC, Inc
© 2013 Salesfusion

18. What is Spam?
Requirements of the CAN-SPAM Act:
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There must be a clear and conspicuous remove function available to the recipient for 30 days after the email was sent. This is also
known as an ―Opt Out‖ function.
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Implement opt-out requests within 10 business days. Opt-outs must be communicated to all customer contact points within your
company, added to your suppression lists
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Provide a valid physical postal address of the sender so that potential clients or prospects can mail you their request for opting out.
The law requires just a postal address.
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The CAN-SPAM Act requires that you clearly ―label‖ your email as an advertisement. This is not required for those who have
already opted in to receive information from your company. This requirement is for those non-opted-in clients and for all prospect
emailing campaigns.
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You must use a valid sender or header information. The CAN-SPAM Act requires that both of these fields are not misleading or
false in any way.
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You must use valid subject information. The subject line must reflect the intent of the email message and not be misleading in any
way.
www.Salesfusion.com
© 2013 Salesfusion

19. Avoiding the Spam Moniker
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Be relevant – deliver the right content to
the right people
Always lead with educational content
Always ask if you can send more
Create opt-ins on everything (forms,
blogs, emails…etc.)
Build long-term trust in your house file
www.Salesfusion.com
© 2013 Salesfusion

20. Working with HTML templates
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Image sizing – know the size of the
image you are replacing – resize
your image before loading into the
editor
Adding new content – should be
done via adding tables within tables
Get 1-4 good templates created and
re-use
Settle on a standard banner
www.Salesfusion.com
© 2013 Salesfusion

21. Design
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Main image banner – top
Main text/message body – left
Images/call to action right
Use summary/bullet points
Shoot for attention span of
25-35 seconds
Think AdWords landing page
design
Images on right because of
outlook preview pane
www.Salesfusion.com
© 2013 Salesfusion

22. Design
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Email should be designed with
Outlook preview pane in mind
Unsubscribe is the only thing
coming through nicely
Emails that are image-heavy on
left-- don’t look good in preview
mode
Too many images may scare
people into not opening
This text should have rendered in
the preview pane
www.Salesfusion.com
© 2013 Salesfusion

23. Testing
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Use a quality spam rule checking
solution against your finished HTML
Review rules on the open-source
SpamAssassin
Test against multiple email clients –
but stay focused on Outlook
Have an internal seed list – 3-4 people
– to give an email sanity check
For larger volume campaigns –
consider an A/B Test against subject
lines at a minimum
www.Salesfusion.com
© 2013 Salesfusion

24. Call to Action
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There can be only one
Limit/eliminate links to your website in emails
Use big buttons – include text link underneath
For assets like white papers – use thumbnail
images
Assets don’t necessarily require forms if you
have the click metrics
If using forms for assets like white papers –
use trigger emails to fulfill
www.Salesfusion.com
© 2013 Salesfusion

25. Don’t believe the hype
Social has not killed email
www.Salesfusion.com
© 2013 Salesfusion

26. B2B Email Marketing Campaigns
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Content-driven
Responsive—to behavior,
demographics
Moving away from traditional
load and blast to nurture-style
Smaller segments – more
targeted content
Automated – respond to a
trigger, event, change
Involve sales in the campaign
flow
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Nearly half of consumers (46%) unsubscribe from email
when they feel it isn’t relevant to them, according to a
study from the CMO Council and InfoPrint Solutions.
In addition, 22% have quit purchasing from companies that
send them irrelevant email, while another 41% would
consider doing the same. (Source – MarketingProfs)
www.Salesfusion.com
© 2013 Salesfusion

27. Most common B2B email campaigns
Bulk/Broadcast email – Single, linear email with one message and one call to action sent
en masse to a list or segment.
Drip– Series of pre-built emails sent on calendar dates to groups of people for a specific
reason. Examples are webinar invitations and monthly newsletter. They key is ―Calendar
Date‖
Trigger- Single email (auto-responder) sent to an individual based on the activation of some
form of trigger. The send date/time is relative to the action or relative to the previous trigger
email
Nurture – Combination of marketing & sales actions tied to a fully-automated communication
stream designed to deliver relevant content to dynamic segments/groups
www.Salesfusion.com
© 2013 Salesfusion

28. The effects of triggered email
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Flexibility – can trigger off of an action (explicit/implicit), data value
change, lead score value
Higher open rates – up to 60% in some cases
Content hogs – automated, triggered, multi-step campaigns devour
content at an alarming rate….are you ready for that?
Fully 75% of brands that use automated, event-triggered, email marketing
programs (also called lifecycle email marketing) say these campaigns generate
better results than traditional blast campaigns, including increased subscriber
engagement (67%), increased campaign performance (55%), higher customer
satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%),
according to a StrongMail survey.
www.Salesfusion.com
© 2013 Salesfusion

29. The content conundrum
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Multi-step, content-drive campaigns consume massive amounts of….content!
White papers, webinars, eBooks, Blogs, Articles, case studies, infographics
Build, buy or both?
Content strategy before campaign execution
Jupiter Research (in “The ROI of E-mail Relevance”) found that
behaviorally-targeted trigger email campaigns get 30% higher
open and click-through rates and three times the conversion
rates of broadcast email
Some report open rates as much as 70% higher than broadcast
email
www.Salesfusion.com
© 2013 Salesfusion

30. Email to Web
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Next generation email uses
cookies to identify web visitors
Follows behavior from clickthrough to web visit to postcampaign web visits
Metrics gathered are much more
valuable than traditional email
data
Data is presented to sales inside
of CRM
Alerts are triggered when
targeted activity occurs
www.Salesfusion.com
© 2013 Salesfusion

31. Getting Started
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Develop your content map
Develop your segments
(existing and new)
Develop your content funnel
Develop outbound and inbound
variants
Establish your rules for sales
engagement
www.Salesfusion.com
© 2013 Salesfusion

32. Content Funnel
Highest impact and value – webinars,
research – why we are experts
Customer success – why we can help
Product information – why you should
buy from us
Request to engage with sales – let us
show you how and why
www.Salesfusion.com
© 2013 Salesfusion

33. Sketch it out
First Touch
DemandMetric WP
Second Touch
On-Demand Webinar
Subject Swap 1
DemandMetric WP
2-days
Subject Swap 2
DemandMetric WP
3 days
Third Touch
MS CRM Case Study
Subject Swap 1
On Demand Webinar
2-days
Fourth Touch
Product Data Sheet
Subject Swap 1
MS CRM Case Study
2-days
www.Salesfusion.com
Fifth Touch
Sign up for Demo
© 2013 Salesfusion

34. Establish Enrollment Rules
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How does someone enter a campaign flow
At what point do we take out or re-direct?
At what stage does sales get alerted?
How long should the flow last?
What KPIs are in place to measure effectiveness?
Can individual assets be reported on for effectiveness?
How can you add new assets to an existing flow?
www.Salesfusion.com
© 2013 Salesfusion

35. Salesfusion | Marketing Automation
Who are we?
Salesfusion helps marketers attract new
opportunities, convert them into customers and
nurture them into lifetime relationships. With
Salesfusion, some of the best marketers today
are not only driving quality leads into the sales
funnel, they are automating the lead-to-revenue
process. Salesfusion is more than marketing
automation; it is the only lead-to-revenue
platform you will ever need.
www.salesfusion.com
© 2013 Salesfusion

36. Salesfusion | Marketing Automation
About Us
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Dedicated to the success of marketers
Best-in-class service – most live support hours in the industry
Known for unique approach to client services and training
The best marketing automation platform in the industry for integrating
marketing and sales
Specialize in CRM integration
A pioneer in lead to revenue management – the only MA platform built
on a CRM database
450+ clients in 22 countries
www.salesfusion.com
© 2013 Salesfusion

37. CONTACT US
Contact Information
Salesfusion Address
1 Concourse Parkway Suite 190
Atlanta, GA 30328
Corporate Offices
855.238.6522
EMEA London Offices
+44 (0) 203 514 8376
Email
Sales@Salesfusion.com
Website
www.Salesfusion.com
www.salesfusion.com
© 2013 Salesfusion

38. THANK YOU
From Salesfusion