There's No I In Campaign: How To Make Your Emails Work Together
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What distinguishes a successful email campaign from a series of emails? A story. As a content strategist and a digital marketer working together, we've developed a set of best practices that go beyond the typical email campaign set up. We've designed an integrated process for connecting with target audiences and telling them a story: One where they are the main character. In this talk, we'll walk through a case study of how one client went from unassociated emails to a successful marketing campaign. Then we'll share takeaways and steps for participants to do it themselves.
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There's No I In Campaign: How To Make Your Emails Work Together
- 1. Litmus Live 2017 1 @marsinthestars @nhmackin THERE’S NO I IN CAMPAIGN August 4, 2017 DATE Marli Mesibov – VP, Content Strategy Jon Mackin – Digital Marketing Director PREPARED BY #LitmusLive
- 2. Litmus Live 2017 2 @marsinthestars @nhmackin Expert in marketing tactics, user tracking, & analytics focused on meet business outcomes via iterative data- driven UX improvements. WHO ARE WE? Specializing in improving communication in healthcare, finance, and education to create better user and business outcomes. Jon Mackin, Digital Marketing Director Marli Mesibov, VP of Content Strategy
- 3. Litmus Live 2017 3 @marsinthestars @nhmackin • Tell a client story about turning unassociated emails into a successful marketing campaign using: • Share takeaways and steps you can use for your next campaign > Email Technology > Segmentation > Messaging > Testing & Conversion Optimization WHY ARE WE HERE?
- 4. Litmus Live 2017 4 LITMUS LIVE: CASE STUDY
- 5. Litmus Live 2017 5 @marsinthestars @nhmackin The Client Ask Question: How do you tell a story, and engage the audience, through a series of emails to positive business outcomes? THE STORY: WHAT WE DID
- 6. Litmus Live 2017 6 @marsinthestars @nhmackin Started with Research: Mad*Pow worked to understand the current B2B lead gen process, and then supplemented that knowledge with external research within the field of email marketing and lead gen capture. Stakeholder Interviews List Management Lead Gen Audit Heuristic Evaluation THE STORY: WHAT WE DID
- 7. Litmus Live 2017 7 @marsinthestars @nhmackin Applied Our Process: When a health care client wanted to improve their email marketing campaigns via impactful messaging they called upon us to help them using this process: RESEARCH FINDINGS STRATEGY Process TESTING OPTIMIZATION Repeat THE STORY: WHAT WE DID
- 8. Litmus Live 2017 8 LITMUS LIVE: THE STRATEGY
- 9. Litmus Live 2017 9 @marsinthestars @nhmackin Testing & Tracking Components that need to be defined: Technology List Management Message Architecture & Landing Pages 1 2 3/4 5 STRATEGY PREP: AUDIT & DEFINE GAPS
- 10. Litmus Live 2017 10 @marsinthestars @nhmackin • Optimize standard tool set • Utilize automation • Optimize auto-response feature • Utilize dynamic content feature • Define user flows Campaign Management Features You Should Leverage STEP 1: TECHNOLOGY
- 11. Litmus Live 2017 11 @marsinthestars @nhmackin List Management –Triggers & User Flows Establish a benchmark of past campaigns Create segments based on benchmarks Define campaign flows & segmented streams Leverage Targeting & Segmentation features Define KPIs for each segment to validate STEP 2: LIST MANAGEMENT
- 12. Litmus Live 2017 12 @marsinthestars @nhmackin Goal Measurement Tracking Results Craft an Overarching Strategy • What is the final goal of the campaign? • What are secondary goals or learnings? • What do you want users to do after click email? • How will we measure the success? KPIs? STEP 3: MESSAGE ARCHITECTURE
- 13. Litmus Live 2017 13 @marsinthestars @nhmackin Campaign Goal: Increase Newsletter Sign Ups by 3% Sub-Goal Action Email #1 Alert people that newsletter exists Promote awareness of newsletter Email #2 Educate about benefits of staying informed Share reason #1 of 5 to sign up: You get access to the latest news! Email #3 Educate about benefits of staying informed Share reason #2 of 5 to sign up: You get connected to resources STEP 3: MESSAGE ARCHITECTURE
- 14. Litmus Live 2017 14 @marsinthestars @nhmackin Conversions & Landing Pages (LPs) Connect emails to LPS Consider where the LPs live Leverage auto-response features Only display form fields that are necessary STEP 4: LANDING PAGES
- 15. Litmus Live 2017 15 @marsinthestars @nhmackin Create a testing plan and target these element(s): • Isolate one component to test • Focus on creative then test messaging and content Testing Sender Cadence Frequency Subject Lines Email Layout CTAs Buttons Imagery Offers Landing Pages STEP 5: TESTING & TRACKING
- 16. Litmus Live 2017 16 @marsinthestars @nhmackin Tracking & Monitoring Delivery Email Engagement Post Click Sales Transfer Delivery Rates Opens Clicks Forwards Unsubscribe, Spam Reporting Content Consumption Conversions New Leads Generated Quotes Created • Hard & soft bounce rates • Details the quality of the purchased or rented list. • Opens (total and unique) • Defines quality of the subject line and sender address • CTR defines the value of the content and strength of the CTAs • Forwards really showcase content value • Track these two rates to see if they increase over time. That will show you are emailing these prospects too much • Measure Time On Site to determine if content is being consumed • Total conversions detail the value presented • Follow leads from conversion to new quote to see what content sparked interest STEP 5: TESTING & TRACKING
- 17. Litmus Live 2017 17 LITMUS LIVE: TAKEAWAYS & BEST PRACTICES
- 18. Litmus Live 2017 18 @marsinthestars @nhmackin • Leverage lead scoring • Send an introductory email • Don’t resend them the same content in each email • Leverage drip campaigns to nurture leads Best Practices for List Management BEST PRACTICES: LIST MANAGEMENT
- 19. Litmus Live 2017 19 @marsinthestars @nhmackin Consider the persona for content Best Practices for Crafting Emails: Messaging Actionable and specific subject lines Be personal, to increase trust CTAs should be complete sentences 1 2 3 4 BEST PRACTICES: EMAIL MESSAGING
- 20. Litmus Live 2017 20 @marsinthestars @nhmackin • Main messaging and CTA above the fold • Creative size to no more than 650 pixels • Use responsive web design (RWD) • Present images that reflect the goal • Use bullet points and/or bolded text • Keep font size for body copy at or above 14 pixels, and titles at or above 22 pixels Best Practices for Crafting Emails: Design BEST PRACTICES: EMAIL DESIGN
- 21. Litmus Live 2017 21 @marsinthestars @nhmackin • Identify one or more assumptions to test • Map KPIs to that test • Decide whether this is an A/B test across segments or general email components Test Assumptions and Building a Set of Findings BEST PRACTICES: TESTING & TRACKING
- 22. Litmus Live 2017 22 THANK YOU Litmus Live 2017 Marli Mesibov marli@madpow.com nhmackin Jon Mackin jmackin@madpow.com marsinthestars Mad*Pow
Hinweis der Redaktion
- Findings: The main issue was that the emails the client was sending, while referred to as a “campaign,” didn’t connect with one another. There was no consistent story.
- Stakeholder Interviews Conducted brief discussions with core stakeholders as well as questionnaires regarding the current lead gen efforts touching on process, successes, messaging, and governance. List Management Audit Investigated the current lead gen list management practices from initial list purchase to segmentation to deployment and list management post deployment. Lead Gen Campaign Audit Assessed one of last year’s campaigns to understand the framework of the emails, creative, sending practices, messaging, landing pages, and email performances. Heuristic Evaluation We evaluated the overall lead gen practices and technology components against lead gen best practices to uncover areas of opportunity.
- Before beginning campaigns, understand the technology available to improve future efficiency and efficacy Campaign Management Features Leverage advanced email campaign management features to manage lists, engage users, and improve lead gen prospect scoring for better cold calls post email engagement. Utilize automation to target users who open and click on emails but do not convert on landing pages. Optimize the auto-response feature. This feature sets the expectations of end users to what is next in the journey as well as provides a value touch point. Utilize the dynamic content feature to make emails more personal and targeted to the segments. Define user flows to filter users who open and click on emails into a unique and engaged path where the subsequent emails build off of the original email the user opened or clicked on.
- These optimal list management practices can be incorporated early on in the process. They create a flow that feels natural and aids the communication between sender and reader. List Management –Triggers & User Flows For past openers, establish a benchmark for how many emails opened over the course of the campaign might trigger a unique email stream with tailored content such as whitepapers or toolkits. For clickers, immediately route them into an alternate stream where they can speak directly with a supporting sales support specialist Leverage Targeting & Segmentation features. Set up triggers that will activate based on users’ behavior types (opens & clicks).
- In order for a set of emails to truly be a campaign, it needs a strategy and an architecture. This is what engages people throughout the process. Craft an Overarching Strategy A campaign of emails should lead the receiver through a journey, from the first glance to the final step in a process, whether that final step is a last reminder or a follow up action. Before writing a single email, it is imperative to determine: What is the final goal? Are we convincing people to sign up for a newsletter or call for additional information? Are we trying to educate about a particular set of information? Are we trying to warm them up for a sales call? How will we measure the success? Will it be through the number of click-throughs, or the number of sign ups, number of social media shares, or another KPI? A good goal is one that is both valuable to the internal team and measurable. While the emails themselves need to be member-centric and focused on their goals and needs, the overall campaign goal should align with something the internal team is trying to accomplish.
- Each email needs a sub-goal and related action that inform the overall campaign goal.
- Landing pages are the final page in the story, and play a large role in possible conversions. Conversions & Landing Pages (LPs) Connect emails with value add landing page content with clear next steps and callouts driving to lead capture based on the users location in the sales funnel Consider where the LPs live – if they are on a main site it can add trust, but it can also clutter other flows Leverage auto-response features whenever possible to send thank you/set expectations message to prospect who signs up to be contacted. Provide only the form fields that are necessary to avoid conversion abandonment. Use smart form fields to allow users to easily complete forms
- Without testing, we can’t confirm that content is appropriate, nor can we learn from what we’re doing. Testing Create a testing plan that will uncover the top performing email components that connect to opens, CTRs, and conversions: Test: Sender address, cadence/frequency, subject lines, email template, imagery, CTAs and button colors, offers, & landing pages. Isolate one component to test in each mailing, split the D&B segments into 50/50 splits, and compare the performance. Deploy the winning component in the next mailing and test a new element. In a separate test, send different amounts of emails to portions of the list to determine email frequency and monitor the days they are opened compared to sent dates to figure out the best cadences. Once a full campaign has been completed, leverage the knowledge for all mailings thereafter. Then, test messaging and content to see what resonates best with the target segments.
- Tracking and monitoring is the best way to understand what is driving performance and allow the team to pivot their strategy when metrics show a drastic change in performance.
- These optimal list management practices can be incorporated early on in the process. Here are additional best practices to follow. leverage lead scoring to divide recipients into non-responders, openers and clickers and modulate future activity based on their degree of interaction For past non-responders, send a more general introductory email (opt in email) gauging degree of interest in receiving information to see if they would like to be included in the upcoming email campaign mailings; not only does this allow you to build a true opt-in list, but also limits spend on future email deployment If openers are going to be included in the second cycle of the campaign, don’t resend them the same creative – if they’ve already seen the message once and then receive it a second time it will feel “spammy” and undifferentiated
- There are numerous opportunities for improvement across emails. Use this checklist to ensure each email is valuable, engaging, and effective. Best Practices for Crafting Emails: Messaging Make subject lines actionable and specific The more specific a subject line is, the more interesting it is. Vague actions like “see” or “learn” are less compelling than specific actions, like “sign up” or “share with your team” Be personal, to increase trust Include the company name in the email subject line and provide preview text to help improve open rates Send emails from a person rather than a business, i.e. “sam@ourcompany.com” rather than “marketing@ourcompany.com” Greet the reader by name (dynamic contact usage), and reference their position or industry if it can be made relevant to the email content, such as to say “we know in HR you’re always looking for the best way to helpyour employees.” All CTAs should be complete sentences or clear actions A button should say “Sign up for our newsletter” not just “Sign up” Only offer one button in an email; alternate actions should be shown as links Consider the persona who will be reading the email: make sure language is friendly and informative
- There are numerous opportunities for improvement across emails. Use this checklist to ensure each email is valuable, engaging, and effective.
- Using these best practices as a starting point, you can create a set of tested assumptions and knowledge gathered about specific audience segments and personas. Test Assumptions and Building a Set of Findings For each campaign, before sending the first email: identify one or more assumptions you are making and can test throughout the campaign Identify what different metrics will prove Decide whether this is an A/B test across segments, or an assumption being measured across several emails within the campaign