5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington | Director, - - PowerPoint PPT Presentation

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5 steps to email marketing success
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5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington | Director, - - PowerPoint PPT Presentation

Feb 08, 2024 273 likes •693 views

5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington | Director, Conversion Optimization & Account Management | FulcrumTech, LLC 215-489-9336 | kshillington@fulcrumtech.net SUCCESS POINT #1: MEASURE EVERYTHING List size Active list

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SLIDE 1

5 STEPS TO EMAIL-MARKETING SUCCESS

Ken Shillington | Director, Conversion Optimization & Account Management | FulcrumTech, LLC 215-489-9336 | kshillington@fulcrumtech.net

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SLIDE 2

SUCCESS POINT #1: MEASURE EVERYTHING

  • List size
  • Active list (inactive list)
  • Open rates
  • Click-through rates
  • Conversion rates
  • Revenue
  • Profit
  • Return on investment

(ROI)

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SLIDE 3

SUCCESS POINT #2: BUILD A POWERFUL LIST

  • Build it, always!
  • Permission based

(“expected”)

  • Expect 25% attrition

each year from unsubscribes, bounces, and spam complaints

  • Don’t forget the

inactives

¡53,000 ¡ ¡ ¡54,000 ¡ ¡ ¡55,000 ¡ ¡ ¡56,000 ¡ ¡ ¡57,000 ¡ ¡ ¡58,000 ¡ ¡ ¡59,000 ¡ ¡ ¡60,000 ¡ ¡ ¡61,000 ¡ ¡

Look out if additions are fewer than attritions! Ac.ve ¡list ¡size ¡

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SLIDE 4

SUCCESS POINT #3: DRIVE UP OPEN RATE

  • If ¡people ¡don’t ¡
  • pen, ¡they ¡won’t ¡

act! ¡

  • Know ¡the ¡drivers ¡
  • f ¡open ¡rates: ¡
  • From ¡name ¡
  • From ¡address ¡
  • Subject ¡line ¡
  • Preview ¡pane ¡
  • Past ¡value ¡
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SLIDE 5

Can ¡you ¡read ¡this? ¡

SUCCESS POINT #4: DRIVE UP THE CLICK-THROUGH RATE

§ The body content drives the click! § Be relevant and personal § Keep to a single purpose! § Give an offer with an incentive § Focus on being clear vs. persuasive (tell recipients what you want them to do) § Build credibility § Avoid too much copy § Emphasize hero shots § Don’t use reverse text

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SLIDE 6

SUCCESS POINT #5: DEVELOP AND IMPLEMENT TEST PLANS

§ Know your goals. § Model the metrics and financials of your program. § Know the impact of each improvement. § Create a test plan:

§ Subject lines § Headings § Testimonials § Proximity of text to calls to action § List sources § Mailing frequency

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FULCRUMTECH CONTACT INFORMATION

§ Ken Shillington, Director of Conversion Optimization & Account Management § kshillington@fulcrumtech.net § @kenshillington § 215-489-9336 § http://www.fulcrumtech.net § Sign up for our newsletter today: http://www.fulcrumtech.net/newsletter/ § Sign up for ROI Goalsetter: http://www.fulcrumtech.net/email-roi/

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SLIDE 8

E-Mail Marketing & Marketing Automation Systems

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SLIDE 9

About Me About Me

  • Marcie K. Weaver
  • 15 years working for a small software

company

  • Managed marketing communications,

multi-media and business development

  • Founded Composite Marketing
  • Passionate about technology
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SLIDE 10

E-Mail Marketing vs. Marketing Automation?

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SLIDE 11

What is the Same? What is the Same?

  • Both communicate

with your audience

  • Both send e-mail
  • Both report on

interactions

  • Both integrate social

platforms

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SLIDE 12

They are Similar They are Similar

✓Lead Capture ✓Basic Segmentation ✓Email Templates ✓Create and Send email ✓Mass email delivery ✓Automation and triggers ✓Reporting and analytics

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SLIDE 13

There Are Important Differences There Are Important Differences

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SLIDE 14

Process Differences Process Differences

Marketing Automation integrates all online activities and allows you to specifically target your audience based

  • n their behaviors.

Email Tools send the same

  • r very similar e-mail to the

entire list you select and

  • ffers analysis.
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SLIDE 15

Data Retrieval

Marketing Automation systems allow to have detailed insight into your audience behaviors. E-Mail tools are generally limited to click tracking and social shares.

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SLIDE 16

Integration Integration

Marketing Automation Systems integrate tightly with your CRM Email tools give weak or no integration to your CRM.

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SLIDE 17

Action Action

Marketing Automation allows you to take different actions based on prospect behavior. Email tools are limited to auto-responders and manual follow-up.

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SLIDE 18

Marketing Automation is not for Everyone! Marketing Automation is not for Everyone!

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SLIDE 19

Marketing Automation is Complex

  • Is it a good fit for your

audience?

  • Do you have the

resources to implement and manage?

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SLIDE 20

Marketing Automation can be Expensive

  • Email marketing can

start at $20.00/month.

  • Marketing Automation

systems pricing vary’s widely from $400/month to $10,000/month.

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SLIDE 21

Marketing Automation Requires More Content

  • Marketing Automation

systems rely on content to drive your campaigns.

  • E-Mail marketing can

be a periodic newsletter or a single message that is “freshened up” periodically.

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SLIDE 22

What is Right for You?

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SLIDE 23

Evaluating Email Marketing Tools Evaluating Email Marketing Tools

  • Email Creation tools
  • List building tools
  • Segmenting tools
  • Reporting tools
  • Vendor Deliverability Rate
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SLIDE 24

E-Mail Marketing Vendors

  • iContact
  • Benchmark Email
  • ExactTarget
  • Constant Contact
  • Campaigner
  • Vertical Response
  • StreamSend
  • MailChimp
  • GetResponse
  • Mailgen
  • Mad Mimi
  • GraphicMail
  • Pinpointe
  • Orbtr* (for WordPress only)
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SLIDE 25

*Hybrid

  • Watch for specialized tools that are somewhere in-

between!

  • Sometimes much more cost effective, while giving

you enough tools to increase efficiency

  • Great example is Orbitr for WordPress
  • Uses MailChimp for e-mail
  • Tracks leads through your WordPress website
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SLIDE 26

Evaluating Marketing Automation Tools

  • Create your own checklist
  • Dive into deep details
  • Watch demos
  • Check references that have the same or

similar needs.

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SLIDE 27

Lead Capture Lead Capture

  • Form creation
  • Custom fields
  • Progressive profiling
  • Landing pages
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SLIDE 28

Lead Nurturing Lead Nurturing

  • Campaign Designer
  • Data segmentation
  • Campaign Decision points?
  • Are there automatic triggers?
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SLIDE 29

Lead Scoring Lead Scoring

  • Behavioral Scoring
  • Time-based scoring
  • Can you manually change scores?
  • Can a prospect have different scores

for different products?

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SLIDE 30

Email Email

  • E-Mail designer
  • Template designer
  • Personalized content
  • Deliverability!
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SLIDE 31

Data Management Data Management

  • De-duplication
  • Custom fields
  • List updates
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SLIDE 32

CRM Integration CRM Integration

  • Standard integration to your CRM
  • Cost
  • System synch frequency
  • Manual synch
  • Field Mapping
  • Record assignments
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SLIDE 33

Segmentation Segmentation

  • Available on any fields?
  • Available mid-campaign?
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SLIDE 34

Reporting and Analytics Reporting and Analytics

  • 80% Standard reports
  • Ease of creating custom reports
  • Web analytics
  • Drill down reporting
  • Report scheduling and delivery
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Marketing Automation Tools and their Standard CRM interfaces

  • Eloqua - Salesforce, Microsoft Dynamics,

Oracle/Siebel

  • Marketo -

Salesforce, Microsoft Dynamics

  • SilverPop - Salesforce, Microsoft Dynamics
  • ExactTarget - Salesforce, Microsoft

Dynamics

  • HubSpot - Salesforce, (Apps available to
  • thers)
  • Genius - Salesforce
  • eTrigue - Salesforce, Microsoft CRM
  • InfusionSoft
  • blackbaud
  • Luminate
  • eTapestry
  • The Raiser’s Edge
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SLIDE 36

Thank You!

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SLIDE 37

Rocky Mountain PBS

Colorado Gives Day Email Marketing Strategy

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SLIDE 38

2010 & 2011 Online Strategy

2010:

  • 1 eblast
  • Donate on CGD message
  • 8,000+ non-members
  • 16% open rate; .57% CTR
  • 2 Weekly E-News ads
  • Other online promotion:
  • 1 Web tile ad
  • 2 Facebook posts
  • 2 Tweets

2011:

  • 2 eblasts
  • 52,800+ people (all but recent givers)
  • Schedule a donation message
  • 17% open rate; .16% CTR
  • 54,000 people (all)
  • Donate today message
  • 16% open rate; .14% CTR
  • 1 Thank you eblast with survey
  • 550+ people, 72 responses (13% CTR)
  • 2 Weekly E-News ads
  • Other online promotion:
  • 1 Web tile ad
  • 2 Facebook posts before & 12 day-of*
  • 2 Tweets before & 9 day-of*
  • Banner ad on homepage day-of*

*More posts than planned during due to CGD tech difficulties.

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SLIDE 39

2012 Online Strategy

36.1% 18.1% 6.9% 0.0% 1.4% 51.4% 20.8% 0% 10% 20% 30% 40% 50% 60% I received an email from Rocky… I saw a Public Service Announcemen… I saw it on rmpbs.org or in Rocky… I saw Rocky Mountain PBS' Facebook and… I watched Rocky Mountain PBS and saw… From another Colorado Gives Day media… My family/friends told me about it.

How did you hear about t CGD?

  • 2 eblasts + reminder
  • “Schedule” message…with
  • Dynamic content varied to

3 groups:

  • Active
  • Lapsed
  • Non-Members
  • No open? Sent again.
  • 17% open rate; .16%

CTR

  • “Donate today”…with

dynamic content, same groups

  • 20% open; .55% CTR
  • 1 Thank you eblast with survey
  • 830+ people
  • 68 responses (9% CTR)
  • Other online promotion:
  • 1 Web tile ad
  • 8 Facebook posts
  • 13 Tweets
  • Banner ad on homepage
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SLIDE 40
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SLIDE 41

$14,313 $63,587 $92,161 $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 $100,000 FY11 FY12 FY13

Total Gross Revenue

135 583 837 100 200 300 400 500 600 700 800 900 FY11 FY12 FY13

Total Contributions

$106.02 $109.07 $110.11 $103.00 $104.00 $105.00 $106.00 $107.00 $108.00 $109.00 $110.00 $111.00 FY11 FY12 FY13

Average Gift

The Results…