B2B Email Messaging: How to maximize the quality of your leads with - - PowerPoint PPT Presentation

B2B Email Messaging: How to maximize the quality of your leads with carefully crafted email messaging

Presenter: Dr. Flint McGlaughlin

#webclinic

About the Presenter

• Dr. Flint McGlaughlin – Managing Director, MECLABS

Flint McGlaughlin is the Managing Director of MECLABS. The organization has partnered with key market leaders including, The New York Times, Microsoft Corporation, and Reuters Group.

• Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming

Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological

• Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of

London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

An Experiment

4

Experiment: Background

Background: Largest physician-only social network which offers its knowledge base to pharmaceutical companies. Goal: To increase email clickthrough from rented list to landing page. Primary research question: Which email will generate the highest clickthrough rate? Approach: Multifactor sequential (year-to-year) test.** Experiment ID: Email Messaging Test Location: MarketingExperiments Research Library Research Notes:



5 Company

Experiment: Email Control

Value is buried in second paragraph and at top above the eye-path. Offer in email is for a 30- minute demo. Call-to-action requires a relatively high commitment.

6 Company Name

Number

Experiment: Email Treatment

Value is clearly communicated in headline and first paragraph Less commitment required in offer and call-to-action.

7

Company Name

Company

Experiment: Side-by-side

Control Treatment

8

Experiment: Results

Versions Clickthrough Rate Relative difference

Control 1.55%

• Treatment

3.16% 104%

104% Increase in Conversion

The Treatment generated a 104% higher clickthrough rate.

 What you need to understand: By changing the messaging of the email to

reflect Sermo’s value proposition, we were able to generate a 104% lift in clickthrough rate.

9

Three Common Errors in B2B Email

Today, we will walk through THREE of the most common errors in B2B email marketing, and apply these key insights live to audience-submitted campaigns.

Error #1: Macro Distortion

11

Error #1: The macro-conversion

Email (CTR) Landing Page (CVR)

12

Error #1: The micro-conversions

Subject Line

Email Landing Page

Headline First paragraph Body Call-to-action Headline Sub-headline First paragraph Body Call-to-action

13 Company Name

Number

Error #1: The micro-conversions

Subject Line Email

14 Company Name

Number

Error #1: The micro-conversions

Subject Line Headline Email

15 Company Name

Number

Error #1: The micro-conversions

Subject Line Headline First Two Inches Email

16 Company Name

Number

Error #1: The micro-conversions

Subject Line Headline First Two Inches Body Email

17 Company Name

Number

Error #1: The micro-conversions

Subject Line Headline First Two Inches Body CTA Email

18

Error #1: The micro-conversions

Headline

Landing Page

19

Error #1: The micro-conversions

First Two Inches Headline Landing Page

20

Error #1: The micro-conversions

First Two Inches Body Headline Landing Page

21

Error #1: The micro-conversions

First Two Inches Body CTA Headline Landing Page

22

Error #1: The micro-conversions

Subject Line Headline First Paragraph Body CTA Headline First Paragraph Body CTA Email LP Sub-headline

Error #2: Conflated Objectives

24

Error #2: Conflated objectives

Subject Line Headline First Two Inches Body CTA Headline First Two Inches Body CTA Email LP

Note: At each stage in the email journey, you should only sell the next micro-conversion.

25

Error #2: Conflated objectives

Subject Line Headline First Two Inches Body CTA Headline First Two Inches Body CTA Email Landing Page

But This

Headline Landing Page Subject Line Headline First Two Inches Body CTA First Two Inches Body CTA Email

Not This

26 Company

Error #2: Conflated objectives

Not This Instances of Conflation:

• IOC #1: Sells the 30-

minute demo in first paragraph

• IOC #2: Starts selling

“online tools” before explaining benefits

• IOC #3: Asks reader to

get started when they may not be ready to start

27 Company Name

Number

Error #2: Conflated objectives

But This

• Each section of the

page guides the reader through a logical series

• f micro-conversions

28

Error #2: Conflated objectives

• Little to no value in

headline and first two inches.

• At least two competing

calls-to-action. Not This

29

Error #2: Conflated objectives

Re: The Research Results You Requested Dear MarketingExperiments Subscriber, As the Director of MECLABS Group, I felt it was important to personally inform you regarding one of the most significant breakthroughs in the history of our paid search experimentation. In this study, we were able to reduce cost by 35% and yet increase conversion by 300%. You can find out more by clicking here. Perhaps this breakthrough will help you improve your paid search ROI.

• Dr. Flint McGlaughlin

Director MECLABS Group P.S. This link will only be active for 24 hours; we are trying to get this information to our subscribers before it reaches the media.

But This

• Each section of the

page guides the reader through a logical series

• f micro-conversions

30

Your email might be conflated if…

Your email says exactly what’s on the landing page. Your email takes more than 30 seconds to read from beginning to end. Your email looks and feels just like a Web page. Your email looks and feels like a magazine. Your email has more than one central call-to-action.

Error #3: Assumed Value

32

Error #3: The value exchange fulcrum

Note: At each micro- conversion in the email journey, there is a value exchange. For each micro- conversion, we must calculate and deliver the needed perceived value for the prospect to move to the next micro- conversion.

Perceived Cost

Perceived Value

33

Error #3: Derivative value propositions

1 3 2

Question: Why should [PROSPECT A] buy from you rather than any of your competitors? Question: Why should your ideal prospect buy from you rather than any of your competitors? Question: Why should [PROSPECT A] buy this product rather than any other product? Question: Why should [PROSPECT A] click this PPC ad rather than any PPC ad?

Prospect B

#3

#4

#1

#2

#3

#4

#2

#3

#4

Central Value Proposition

Conversion steps associated with a specific product

#2

The Value Proposition Spectrum

PROSPECT-LEVEL PROCESS-LEVEL

#1

#1

PRODUCT-LEVEL

34 Company

Error #3: Assumed value

Not This

• Where’s the value?

35 Company Name

Number

Error #3: Assumed value

But This

• Each micro-conversion

step provides just enough value to move the prospect to the next one.

Audience Group Activity: Live Optimization

37

Submission #1

Subject Line: Get 2 Months of Water at Your Facility for No Charge

38

Submission #2

Subject Line: 7 ways to help your people,

• f all ages, work together

39

Submission #3

Subject Line: Don't Miss! Act Today - Gain Valuable Insights, Plus a $20 Gift Card

B2B Email Messaging: How to maximize the quality of your leads with carefully crafted email messaging

Presenter: Dr. Flint McGlaughlin