http://www.markedu.com/itmarketingdk/home.html Vil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i Gentofte

1. 5 komponenter, der skaber
effektiv email markedsføring
Mere information here www.michaelleander.com | www.michaelleander.me

2. Det sagde de adspurgte...

3. Email marketing - stages
Data source
Mailing list/ Mailing list/ Web sales Integrated
CRM system
database database Web analytics
Transactional Trigger based Potential benefit =
Communication emails based Tailored sales
on
transaction
Trigger
Behavioral emails Potential benefit =
Communication based on
Up-sales
behavior
Personalized Lifecycle Customer
Messaging Communication emails Loyalty
value
Segmented Email campaigns/ Relevant
Communication offers offers
Mass
Communication
Newsletters & surveys 97% are Information
here
Contact Demographic Customer Customer Intention/
data data history transaction behaviour
Customer intelligence

4. Email Marketing Audit Components
1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues

6. TOP TIP
Check your database/list frequently !
Never active 40-60%
Seldom active
Active frequently
Always 2-5%
active

7. Your content
concept
Measure &
react Your value
Email Marketing proposition
Roadmap
Automate Sign-up
tactics
Engage Attract
audience audience
First 30
days

8. Fokus på Mind Box først !

10. Hvad skal du have permission til?
L H
Tilbud og promotions
1
Volume Recipient
indicator
Send newsletters engagement
Send Alerts og updates
H L
10

11. 3 different frequencies –
each delivers different
types of newsletters
11

12. Dit
indholdskoncept
beskriver
 Hvad du tilbyder
 Hvilke fordele
 Hvorfor det er relevant og
for hvem det er relevant
 Frekvens
 Tænk som en publisher

13. Tips til et godt
indholdskoncept
 Vær unik
 Vær ærlig om hvad du kan
levere / tilbyde
 Manage expectations –
don’t overpromise

14. Intro links / Pre-header
Functional links
Intro story (Credibility)
Survey or result
Can be
differentiated
”Products and offers” based on profile
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
14

15. TOP TIP
Zoom of preheader >>

16. Øvelse
• På 5 minutter, skriv indholdet af dit eget
indholdskoncept, gerne differentieret på
– Segment
– Produkt- eller løsningsområde
– Sprog?
• Husk benefit, overvej frekvens, tænk over
bidragsydere til dit indhold, partnerskaber, kan
resellers involveres etc.

17. Dernæst
Oversæt dit
indholdskoncept
til din Email Value
Proposition

19. Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well

20. Notice the
headline
Her er en meget
tekst tung side, der
forklarer fordele i
spandevis
Go to this page and learn >> http://www.draytonbird.com/helpfulideas

21. Hvor meget information skal du
bede om ved sign-up?
Vs.

22. Dine knapper gør en forskel
A: Sign-up for Free Trial
B: See Plans and Pricing

23. Tanker om kritisk masse
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

24. De første 30 dage og velkomst flow
I email markedsføring…
En ny subscribers oplevelse i
begyndelsen har stor indvirkning på
hvor lang tid du kan få personen til at
hænge ved, og hvilken værdi du får
fra den person

25. The First 30 Days – What’s your flow?
Sign-up
First Push
Contact referral
First
Newsletter
Second
newsletter
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

27. 80% click on one
or more of those
links!

28. Tips, tricks og best
practices for email
markedsføring

29. Hvad er (som regel) vigtigst ?
Afsender Emne linie

30. Test subject lines
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32%
B -> 42%

31. Men vær bevidst om hvad du måler
og hvorfor – emne linie

32. A 26,22% B 5,00% C 10,32%
Hvilken af disse genererede højest CTR
(Click Through Rate) ?
A?B?C?

33. Hvad med design?

34. Three C’s layout
C1 = Capture
C2 = Convince
C3 = Click
www.emailvision.com

35. Three C’s examples
C1
C1
C1
C2 C2
C2
C3
C3
C3
www.emailvision.com

36. Design and content tips
• Skriv så det er hurtigt at forstå at i har en
releation
– Du har tidligere vist interesse i
• Brug emotional links
– ”Learn how to improve your ....” instead of ”Read
more”
• Link to stories from text, images, buttons
• Include functional links in your template
– Opt-out, online version, Forward-to-a-friend etc

37. Prime real estate
Subject line:
Rest In Peace in Zanzibar
Below the fold area

38. Give several response options – and
put emotions into your link texts

39. Re-use content and increase the
”I’ll stick around for more” factor

40. Box it Up!
What’s in your boxes?
- Content A -> SA
- Content B -> SB
12 sections of - Offer A
personalized content - News B
- Regional
- Division
- Service
Increased revenue by
25% per email
sending

41. How to share-to-social?
Include your
social media
properties to increase
engagement
Increase CTR by 30%
Share button @ each article
direct links to the
article on your website from
social media platform

42. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com