Email marketing, when executed as part of your overall Content Marketing Strategy, has tremendous ROI. In this interactive webinar discussion, Claudette de la Cruz-Wilson, of Marketing CoPilot will cover: 1. How CASL impacts your email marketing program 2. How an email marketing program fits into and enhances your sales process 3. How to improve engagement with people you already know and increase your sales-ready leads 4. How to use email to nurture your leads throughout your entire sales process For more information on how to use email marketing to engage with your buyers at the top of the sales funnel, visit marketingcopilot.com

1. Making email marketing effective
in the lead nurturing process
May 20, 2015
Claudette de la Cruz-Wilson

2. Today’s agenda
1. How CASL impacts your email marketing program
2. How an email marketing program fits into and
enhances your sales process
3. How to improve engagement with people you
already know and increase your sales-ready leads
4. How to use email to nurture your leads throughout
your entire sales process

3. What is the goal of your email
marketing?

4. Goals?
• Communicate?
• Offer someone something?
• Sell something?
• Get someone to click through to your website?
• Start a relationship?
• Evolve a relationship?

5. The goal of email marketing is
not to persuade. It’s to
discover, educate and solve.

6. The importance of email marketing
• Returns $44 for every $1 spent (ROI of over 4300%)
• Top email performers spend more time on strategy
than execution
• Companies using email marketing effectively have a
well defined email policy and protocol in their
organization

7. Myths about email marketing
1. Email marketing replaces cold calling
2. Email marketing by itself can generate leads/sales
(you just need a big list)
3. Email marketing is easy (once you hit send, your job
is finished)
4. Email marketing is cheap
5. Everyone loves receiving email

8. CASL

9. What is CASL?
CASL is the anti-spam law implemented July 1, 2014
that applies to all electronic messages (i.e. email,
texts) organizations send in connection with a
“commercial activity.” Its key feature requires Canadian
and global organizations that send commercial
electronic messages (CEMs) within, from or to Canada
to receive consent from recipients before sending
messages.

10. Implied vs. Express Consent
Implied Consent
• Existing business relationship
• Existing non-business relationship
• Email address was published or provided to you
Express Consent
• Provided to you orally or in writing (need a record of
this)

11. CASL Myth #1
I won’t be able to use email or my current email list to
promote my products or services
Fact: You can continue to use email if you have express or
implied consent from recipients. There is a 36 month
transition period (July 1, 2014 to July 1, 2017).

12. CASL Myth #2
CASL will be expensive and hurt my business.
Fact: Maybe. Businesses that already comply with
privacy laws and use common best practices for email
marketing should require little effort to comply with
CASL.

13. 12 months in…
• CASL was officially legislated July 1st, 2014
• To date three $1M fines have been issued to
companies that have flagrantly:
– Continued to spam
– Ignored spam reports
– Made it impossible for people to unsubscribe

14. What has CASL done to the sales
process?
• Made us rethink what we send, when we send and
to whom we send
• Made us rethink lead nurturing
• Made us think about business ethics

15. Growing your list in a CASL-
compliant way
• Provide value-added content that speaks to
problems, not products
• Forms throughout your website
• “Join my mailing list” on every form you have
• Tweet out “join my mailing list”
• Ask people to join in your email signature
• Provide an incentive to join
• Only email product information/receipts
MAKE IT REALLY EASY FOR PEOPLE TO UNSUBSCRIBE

16. CASL Best Practices
1. Create a policy of how your company is going to
interpret and comply with CASL.
2. Designate an individual or team to be responsible
for being up-to-date with CASL regulations. As time
goes on, they have/will change.
3. Put a process in place to document consent –
express or implied – that will be stored for the next
24+ months as CASL unfolds.

17. HOW TO IMPROVE
ENGAGEMENT

18. To get real results you need the
3-Cs
1. Content
2. Conversion
3. Consistency

19. Communicating versus Marketing
• When you communicate, there is no action required
on the part of the recipient.
• To get results you need to elicit a response or follow
through on a call to action or conversion point.
• Your content must have a physical and measurable
response in order to know if it’s working and get
results.

20. How do you get personal?
Send the right message to the right
person at the right time.

21. Company versus Customer
1. Content attracts people. Customers are not targets
they are people who are interested in solving their
own problem.
2. People don’t buy from companies; they buy from
people. Content helps build relationships in a
transparent way.
3. Marketers worry about their ability to build
persuasive copy but persuasion is not authentic.
Clarity is persuasion.

22. Three options when an email hits
your inbox
1. Do I need to read this NOW?
2. Should I save this for LATER?
3. Can I delete this and NEVER read this?

23. Winning the battle of priorities
1. FROM – People look to see if email is from a trusted
source.
2. SUBJECT LINE – What is this email about and is it
relevant to me?
3. TIMING – When the email gets sent makes a big
difference between the NOW or NEVER category.

24. The 2-2-2 Principle
• In 2 seconds do I know who this is from?
• Can I understand the email in 2 words?
• Why does it matter 2-day?

25. What does your buyer care about?
• Benefits
• Value
• Pricing
• Language
• Structure
• Next step

26. Use a template
• Why are you writing this content?
• What is your goal?
• Who are you writing for?
• Why should they care?
• What are the best keywords for this content?
• Identify location of links to other content
• What is the call to action?

27. The truth about conversion rate…
>1%

28. Do the math…
• If you mail to a list of 5,000 people, standard open
rate is 15-25% or 1,000
• Of this 1,000, 15% will do what is instructed, i.e. click
through to your website
• Now 150 may end up on your website and less than
1% will convert based on the next step
• That’s 1.5 people

29. Find
Convert
Keep
Find
Convert
Keep
Too much $$
goes here
Small %
say yes to
fill funnel
Spend time and $$
with people you know
and your funnel is
always full at less $
and time
Old Way New Way
A new model for sales engagement

30. 1 2 3 4 5
Raving
Fans
Customers
Members
Prospects Suspects Disinterested
Always be aware of people moving from
one bucket to the next
List segmentation

31. Sales process
• Identify all of the email touch points within your
organization and the customer journey
• Map out the process for the end user with respect to
their journey:
– Leave a comment
– Click on a link
– Click through to your website
– Download content or a coupon
– Want to communicate with your company

32. Tie your sales process to a
consistent program…
• Email marketing is not a campaign; it’s a journey
• You need to always be testing
• You need to plan out your campaigns
• You need to keep at it
• It may take 12 months to improve your results; are
you ready to get started?

33. What stage are you at in your
relationship (with your list/s)?
• How well do you know them?
• How often do you talk to them?
• Do they like what you are sending?
• What do they do with what you send today?

34. New friend?
• Make the content about them
• Test what problems they may be having
• Offer them something to make their job easier
• Earn their trust

35. Old friend?
• Don’t insult them by talking to them about
something they already know
• Segment content by job title
• Offer something unique that is directly related to
already understanding what your company does

36. Casual acquaintance?
• Decide how often they want to hear from you
• Use content to test what matters to them
• Gage where they are in the buying process

37. Questions?

38. Get this presentation…
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info@marketingcopilot.com
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@mcopilot

39. Next Session
May 27th
Understand Google Analytics to make better content
decisions in your web presence
• Presented by Marie Wiese
• https://www.linkedin.com/in/marketingcopilot

40. About us
Since 2003, Marketing CoPilot has been providing small and medium-sized
businesses with digital marketing strategies that produce measurable
business results. Marketing CoPilot integrates deep technical and creative
capabilities with a proven methodology to help organizations turn their
websites into powerful lead generation and lead nurturing tools.
100% of the companies that implement the Marketing CoPilot Content
Marketing Program have reduced the cost of lead acquisition and increased
revenue.
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reproduced or reused without full attribution.
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