Succesvolle e-mailmarketing campagnes hebben drie kenmerken gemeen: een goede strategie, een sterke boodschap en een kwalitatieve database. In deze sessie vertelt Tamara Gielen hoe u een kwalitatief adressenbestand opbouwt, wat de elementen zijn van een goede e-mailmarketingstrategie en hoe u uw boodschappen moet opbouwen om een zo optimale response te krijgen.

1. Building a Successful B2B Email Marketing Program Tamara Gielen | @tamaragielen

2. Goals & Objectives

3. Goals & Objectives What do you want to achieve? What does success mean? Who is your target audience?

4. Contact strategy Which are the key moments of truth? What is a typical customer journey? Where can email help drive prospects forward?

5. Content strategy Which types of content will you use? Where will you source the content? When & how will you send which content?

7. List growth strategy Who is your ideal subscriber? How can you help them NOW? Where do they go for information?

8. Key sources for opt-ins Primary focus Your website All marketing communication initiatives All touch points Social media PPC Secondary focus 3rd party list rental Co-registration Partner agreements There are no shortcuts!

9. Some thoughts on list growth List quality depends on source & incentive Use single or double opt-in depending on source If you're spending a ton of money on driving traffic to your website, at the very least convert that traffic into an opt-in

10. Design skills What does the email look like in different clients? Is the message clear with images off? Text or html?

11. Writing skills Is it clear what the reader needs to do? Is the content scannable? Is the content digestable?

12. Handy email checklist Want to receive this handy checklist for sending email campaigns? Send an email to: tamara@tamaragielen.com

13. Database skills How can you segment your database to ensure maximum relevance? Which insights can you leverage to better target the message? Can you trigger messages based on profile data?

14. Analytical skills What worked and what didn’t? Which metrics will I show my management? Hint: they don’t care about opens & clicks! You can’t optimize what you don’t measure!

15. Testing skills Increase response by testing continuously. Track, document and share your testing results The key success metric should have a domino effect on the actions that follow

16. What to test?

17. Sender reputation Use the right infrastructure to send your emails Set up SPF, Sender ID & DKIM Don’t behave like a spammer Why good email marketing gets blocked as badhttp://deliverability.eventbrite.com use discount code: b2bnl

18. Deliverability white paper If your emails don’t make it to the inbox, you can can test and optimize all you want, it won’t matter Request a copy of this deliverability white paper:tamara@tamaragielen.com

19. Some parting thoughts Use buyer personas and target content to them specifically Create an editorial calendar map out all the campaigns you plan to send in the next 6-12 months Automate as much as possible

20. Triggered emails perform 3-5x better Untargeted broadcast emails Open rate: 20% Click-through rate: 9,5% Conversion rate: 1,1% Triggered from user actions Open rate: 27% Click-through rate: 9,3% Conversion rate: 2,3% Targeted with web click data Open rate: 33% Click-through rate: 14% Conversion rate: 3,9% Dollars generated per month Source: Jupiter Research, 2006

21. Email marketing courses In-company workshops & courses Online courses Public cursussen For more information: tamara@tamaragielen.com

22. Email marketing consulting Advice, training & coaching Newsletter, campaign and program audits & optimization Deliverability support Campaign management Design & production of email campaigns

23. Questions? Connect with me: Email: tamara@tamaragielen.com Phone: +32 477 666 930 Website: www.tamaragielen.com LinkedIn: be.linkedin.com/in/tamaragielen Skype: tamaragielen Twitter: @tamaragielen