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Don’t Just Hit Send!<br />Optimizing Email for Today’s Content Driven Marketing<br />Presented by:<br />Brad Gustavesen/VP, Partner<br />brad.gustavesen@ten24web.com<br />Anna Barcelos/Dir. Client Solutions<br />anna.barcelos@ten24web.com <br />ten24 Web Solutions<br />www.ten24web.com<br />

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What are we talking about today?<br /><ul><li>B2B email marketing trends & stats</li></ul>Where is e-mail headed?<br />Where are other marketers spending their time and money?<br /><ul><li>Email as part of integrated marketing</li></ul>Email as a piece of online marketing strategy<br />Implications and impact in social media<br /><ul><li>Email best practices & optimization</li></ul>Optimizing and enhancing your messaging<br />Tips and tricks to drive clickthrough and conversion<br /><ul><li>Analytics and measurement</li></ul>How can you measure your success?<br />What metrics are important?<br />

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Email is only one piece of the big picture <br />Email<br />Source: http://www.flickr.com/photos/toprankblog/4619284166/<br />

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Email marketing received the most digital investment<br /><ul><li>Source: Google 2011 B2B Marketing Outlook</li></li></ul><li>Attitudes towards email are improving<br />

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B2B marketers’ priorities for email marketing<br />

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What’s changing?<br /><ul><li>Social Media integrationSharing e-mail content across the social environment; Facebook, Twitter, LinkedIn

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Deliverability Challenges

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ISPs, e-mail clients and users

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Impact of SPAM and deliverability challenges continues

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Priority Inbox

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MobileHow we read and reply to e-mail is changing.13% of e-mail is opened on a mobile device.</li></li></ul><li>Optimize email for mobile – increasing email access on phones<br />

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You want to read my email where?!<br /><ul><li>Growing User BaseYear over year growth for mobile users – 59%

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Mobile Only10% of your audience (and growing) is mobile only

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Combination Reader 40% of your audience is mobile & PC. Could be the same message.

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Analysis is KeyReview trends in how users are clicking and where there interests are.

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Key Adjustments

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Use short subject lines

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Sender “names” need to be smaller</li></ul>January 2010 vs. January 2011*ComScore <br />

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PCs, Smartphones and Tablets…oh my!<br /><ul><li>Message flexibility.“Children’s Book” approach

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Design challenges </li></ul>Good news and bad news<br />Old phones - don’t read e-mail <br /><ul><li>Design Constraints</li></ul>The width challenge... 600 vs. 340<br />Move to single column <br /><ul><li>Changes In Interaction</li></ul>My clumsy fingers<br />Links, downloads and forms<br />600+ pixels<br />320 pixels<br />

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Biggest Campaign Challenges<br /><ul><li>Where do I get content?

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How often can I develop content?

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What is my audience looking for and how much do they value what I’m sending?</li></li></ul><li>So much valuable content can be repurposed<br /><ul><li>The most effective tactics for developing marketing content</li></li></ul><li>Types of content to repurpose for emails<br />Videos<br />Case Studies<br />Presentations<br />Ads<br />Surveys<br />Emails<br />

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Being social and connected<br />If You’re Social<br /><ul><li>If you’re social – design your messaging that way.

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Facebook, Twitter, YouTube links</li></ul>Enhance What You’re Already Doing<br /><ul><li>Another method for tracking interest. What are subscribers “like”-ing

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What generates comments?</li></ul>It All Integrates<br /><ul><li>Promote newsletter

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Fans, followers can become subscribers

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Facebook pages + forms</li></li></ul><li>What happens when you’re social?<br /><ul><li>Allow subscribers to share the way they want.

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Reduced risk for “sharer” of content</li></ul>Source: GetResponse Email Marketing and Social Media Integration Report - 6/2010<br />

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Rapidly changing trends… Oh no you didn’t?!<br />Forward to Friend<br /><ul><li>No one uses “forward to friend” features anymore. They just “forward.”

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Lack of trust. “Did you just spam me!?”</li></ul>Where’s the web version?<br /><ul><li>Can subscribers link to your content?

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How can they get around their own email client / technology?</li></ul>Too Much Technology<br /><ul><li>Forms, videos are cutting edge, but…

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Aren’t likely to work and damage your credibility.</li></li></ul><li>Connecting Your E-mail Campaign & Website<br />Use e-mail to feature more valuable content that is best delivered on your website<br />Browser Appropriate Content<br /><ul><li>YouTube / video links

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PDFs and file downloads</li></ul>Gather More Data<br /><ul><li>Polls & Surveys

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Registration and order forms</li></ul>Analyzing<br /><ul><li>Review where subscribersand what content theywant to consume</li></ul>Source: http://www.instantevaluatereports.com/VisitorsDemo/index.html<br />

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Let’s talk layout<br />The Pre-Header<br /><ul><li>The “Movie Trailer” of your messaging

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“So, why do I want to read this?”

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Call-To-Action

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Impact on clickthrough and conversion

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A/B Test: 5% more conversions</li></li></ul><li>Let’s talk layout<br />Above The Fold<br /><ul><li>Designing for the preview pane

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The most important content – the first 3”

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Difficult to write and difficult to design</li></ul>No call to action. Nothing to do. <br />

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Let’s talk layout<br />Website Integration<br /><ul><li>Navigational consistency

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Maintain design standards

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Provide alternatives to main e-mailcontent</li></li></ul><li>Let’s talk layout<br />Contact Us<br /><ul><li>E-mail looks great, how can I follow up?

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Are the next steps clear?</li></ul>Where’s the phone number?<br />

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So you got my attention?<br /><ul><li>ObjectiveWhy are you sending this?What’s the most important thing you want a subscriber to do?Ex: whitepaper download, buy something

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Clean MessagingCluttered design is confusing, hard to measure and too easy to delete

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Filling the HopperDon’t cram the message - save for tomorrow.</li></li></ul><li>Great Expectations<br /><ul><li>Subscriber ExpectationsWhat expectations were set at subscription?

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Delivering The Right ContentWhere customers subscribe determines…</li></ul>How much they know about your company?<br />Have you done business before?<br /><ul><li>Comparing Profiles to Your Content SourcesAnalyze your subscriber data for insight into the type of content to generate</li></li></ul><li>Most effective list growth tactics<br />

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Doesn’t anyone love me?<br />Revitalize your list building efforts<br />1. Optimize Existing Subscription Channels<br /><ul><li>Review existing subscription channels.

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Analytics and statistics from those channels.

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Review trends over time.</li></ul>2. Look for new opportunities online<br /><ul><li>Is your site fully optimized?

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Are opt-in options placed on your web forms?

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Do all pages include subscription form?</li></ul>3. Look at offline opportunities<br /><ul><li>How are you dealing with leads from tradeshows?

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Look at the data-funnel within your CRM / lead management chain? Are those subscribers ending up in your list, if appropriate?</li></li></ul><li>Who are you people anyway?<br /><ul><li>Tracking Who’s Who?</li></ul>Do you know where everyone came from? Easiest form of segmentation<br /><ul><li>Large Database vs. Complete Database</li></ul>Incorporating customer data and information into your subscriber list <br /><ul><li>Periodic Review & Maintenance</li></ul>Reviewing what you have and how you can use it<br />

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Most common questions – one answer<br /><ul><li>How many subscribers should I have?

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How often should I send?

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What’s the best time to send?

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What’s a good open rate?</li></ul>Answer: I have no idea. Let’s test it!<br />

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What metrics are most important to B2B marketers<br />

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Benchmark your own email campaigns…<br />

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Talking testing…<br /><ul><li>Keeping it simple.</li></ul>One message. Two versions.<br />Worry about multi-variate when you get a pay raise. Seriously. <br /><ul><li>Measure and follow up.</li></ul>Testing and not measuring = criminal<br />Take time to review before next mailing / campaign <br /><ul><li>Follow trends</li></ul>Helpful for unsubscribes, clickthroughs and conversions. <br /><ul><li>Not sure? Test it.</li></ul>Analytics and data is a great way to win arguments (and get that raise!)<br />

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Final tips and tricks<br /><ul><li>Follow the Competition</li></ul>Subscribe to your competitors newsletters using a web service<br />Subscriber to leading B2C and content providers (ex: Groupon, Daily Candy) <br /><ul><li>Images are so tempting</li></ul>Let content lead – design should follow<br />Beautifully designed messages look great until you want to download them. <br /><ul><li>Connect immediately</li></ul>Follow Up is Huge<br />When someone subscribes say “Thanks”.<br />Yes, a real e-mail with no images<br />

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Repeat after me…<br /><ul><li>Unsubscribes are ok! </li></ul>Don’t worry - people still love you. <br /><ul><li>I won’t forget that e-mail marketing works</li></ul>Consistency is key to any e-mail marketing program. Forget about using it as a tool and it can’t work.<br /><ul><li>Simplicity = Good</li></ul>Simplicity is easy to manage, analyze and drives business.<br />

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Thank you!<br />Questions?<br />Brad Gustavesen/VP, Partner<br />brad.gustavesen@ten24web.com<br />Anna Barcelos/Dir. Client Solutions<br />anna.barcelos@ten24web.com <br />ten24 Web Solutions<br />www.ten24web.com<br />