Webinar from SalesFUSION - b2b email marketing clas with best practices for building high performance email marketing campaigns.

1. SalesFUSION
Webinar
The B2B email marketing class

2. SalesFUSION is the #1 platform for improving how companies
attract, engage and close new customers. Sales and
Marketing Professionals worldwide use SalesFUSION to
optimize the lead to revenue life cycle, by adding efficiency,
scalability and predictability to each step of the process.
Through innovation and unparalleled service, SalesFUSION
is revolutionizing the way that businesses acquire new
revenue.
Who is SalesFUSION?

3. About SalesFUSION
• Pioneer in lead to revenue management - the only MA
platform built on a CRM database
• The best marketing automation platform in the industry for
integrating marketing to sales
• 450+ Clients in 22 countries
• Known for unique approach to client services & training
• All-in-one approach to marketing platform

4. Today’s Session Agenda
• Trends in B2B Email Marketing
• Email Marketing – Back to Basics
• The content conundrum
• The 4 types of email campaigns
• Email marketing in marketing automation
• Beyond CTR – metrics that really matter

5. The state of email marketing
• 92% of online adults use email—61% on a daily basis, according to Pew Internet
Project research.
• • Attitudes toward email marketing have improved, according to a Forrester Research
study, which found that fewer consumers are deleting email marketing messages
without reading them (59% in 2010 vs. 63% in 2008 vs. 73% in 2006).
• • A whopping 74% of online adults prefer to receive corporate communications via
email instead of social media, direct mail, text messaging, or phone, according to
research by Merkle (PDF).
• • Email and search marketing retain the greatest influence on consumers’ online
buying behaviors, according to a study by Forrester Research and GSI Commerce.
• • 89.2% of marketing managers say email remains as important or more important to
their overall marketing strategy compared with two years ago, according to an
EmailVision study.
• • For 2012, more business leaders plan to increase spend on email marketing than
any other channel, according to a study by StrongMail and Zoomerang.

6. Interesting statistics for discussion
Fully 75% of brands that use automated, event-triggered,
email marketing programs (also called lifecycle email
marketing) say these campaigns generate better results
than traditional blast campaigns, including increased
subscriber engagement (67%), increased campaign
performance (55%), higher customer satisfaction and
retention (54%), higher ROI (45%), and increased
revenue (46%), according to a StrongMail survey.
Source - MarketingProfs

7. Appliance-level SPAM filters (Postini, Barracuda…etc) will almost immediately interpret “sent by vendor”
domains as Spam and will drop them in a junkmail folder
 Rapid migration away from low-end email blast tools to nurture-style
campaigns
 The Cheap Email Effect = Fatigued Inbox & Overworked Spam
Filters lead to weak messages/campaigns
 Focus on delivering content and value in email
 Multi-step campaigns designed to “Hold the Reader’s Attention”
 Integrated with CRM
 Part of a larger communication strategy
 Messaging is moving away from “buy me now”….to “I want to teach
you first…and sell you when you’re ready”
What’s Hot

8. Single biggest driver of open rates
Keep simple, honest and compelling
45-65 characters max
Avoid obvious issues – Free, Offer, Expire – or adjectives that are over
the top (Massive, huge)
Avoid Characters in subject lines *&%$@!
In the junk folder because of
the subject line
In the junk folder because of
the subject line
Back to Basics - Subject Lines

9.  B2B deliverability is based on your ability to get through Appliance-
level filters – Postini, Barracuda…etc.
 Black Listing is not as applicable in B2B – more relevant for public ISP
– AOL, GMAIL….etc.
 “Sent on behalf of” email domain is a spam filter death sentence
 Once a filter flags an ESP like this as spam….anyone hitting that
filter…even from a different company could be grey-listed automatically
y the filter….
 This is the Cheap Email Effect
Spam Filters

10. The Cheap Email Effect
ABC, Inc.
CorporateSpamFilter
 1 Company uses email
tool
 Saturates persons at
Company ABC, Inc. with
email with ESP domain
 Person flags ESP
domain as spam
 All other companies
using ESP – marketing
to ABC, Inc. no longer
get through

11. Requirements of the CAN-SPAM Act
There must be a clear and conspicuous remove function available to the recipient for 30 days after the email was sent.
This is also known as an “Opt Out” function.
Implement opt-out requests within 10 business days. Opt-outs must be communicated to all customer contact points
within your company, added to your suppression lists
Provide a valid physical postal address of the sender so that potential clients or prospects can mail you their request for
opting out. The law requires just a postal address.
The CAN-SPAM Act requires that you clearly “label” your email as an advertisement. This is not required for those who
have already opted in to receive information from your company. This requirement is for those non-opted-in clients and for
all prospect emailing campaigns.
You must use a valid sender or header information. The CAN-SPAM Act requires that both of these fields are not
misleading or false in any way.
You must use valid subject information. the Subject line must reflect the intent of the e-mail message and not be
misleading in any way.
What is Spam

12.  Be relevant – deliver the right content to the right people
 Always lead with educational content
 Always ask if you can send more
 Create opt-ins on everything (forms, blogs, emails…etc.)
 Build long-term trust in your house file
Avoiding the Spam Moniker

13.  Image sizing – know the size of the image you are
replacing – re-size your image before loading into the
editor
 Adding new content – should be done via adding
tables within tables
 Get 1-4 good templates created and re-use
 Settle on a standard banner
Working with HTML templates

14.  Main image banner – top
 Main text/message body – left
 Images/call to action right
 Use summary/bullet points
 Shoot for attention span of @ 25-35
seconds
 Think AdWords landing page design
 Images on right because of outlook
preview pane
Design

15.  Email should be designed with
Outlook preview pane in mind
 Unsubscribe comes through
VERY nicely though???
 Emails that are image heavy
on left don’t look good in
preview mode
 Too many images may scare
people into not opening
 This text should have rendered
in the preview pane
Design

17.  Use a quality Spam rule checking solution against your finished HTML
 Review rules on the open-source SpamAssassin
 Test against multiple email clients – but stay focused on Outlook
 Have an internal seed list – 3-4 people – to give an email sanity check
 For larger volume campaigns – consider an A/B Test against subject
lines at a minimum
Testing

18.  There can be only one
 Limit/eliminate links to your website in emails
 Use big buttons – include text link underneath
 For assets like white papers – use thumbnail images
 Assets don’t necessarily require forms if you have the click metrics
 If using forms for assets like white papers – use trigger emails to fulfill
Call to action

19. Social has not killed email
Don’t believe the hype

20.  Content-driven
 Responsive – to behavior, demographics
 Moving away from traditional load and blast to nurture-style
 Smaller segments – more targeted content
 Automated – respond to a trigger, event, change
 Involve sales in the campaign flow
B2B Email marketing campaigns
Nearly one-half of consumers (46%) unsubscribe from
email when they feel it isn’t relevant to them,
according to a study from the CMO Council and
InfoPrint Solutions. In addition, 22% have quit
purchasing from companies that send them irrelevant
email, while another 41% would consider doing the
same. (Source – MarketingProfs)

21. Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action
sent en masse to a list or segment.
Drip – Series of pre-built emails sent on calendar dates to groups of people for a
specific reason. Examples are webinar invitations and monthly newsletter. They
key is “Calendar Date”
Trigger- Single email (auto-responder) sent to an individual based on the
activation of some form of trigger. The send date/time is relative to the action or
relative to the previous trigger email
Nurture – Combination of marketing & sales actions tied to a fully-automated
communication stream designed to deliver relevant content to dynamic
segments/groups
Most common b2b email campaigns

22.  Flexible – can trigger off of an action (explicit/implicit), data value
change, lead score value
 Higher open rates – up to 60% in some cases
 Content hogs – automated, triggered, multi-step campaigns devour
content at an alarming rate….are you ready for that?
The effects of triggered email
Fully 75% of brands that use automated, event-
triggered, email marketing programs (also called
lifecycle email marketing) say these campaigns
generate better results than traditional blast
campaigns, including increased subscriber
engagement (67%), increased campaign performance
(55%), higher customer satisfaction and retention
(54%), higher ROI (45%), and increased revenue
(46%), according to a StrongMail survey.

23.  Multi-step, content-drive campaigns consume massive amounts
of….content!
 White papers, webinars, eBooks, Blogs, Articles, case studies,
infographics
 Build, buy or both?
 Content strategy before campaign execution
The content conundrum
Jupiter Research (in “The ROI of E-mail Relevance”)
found that behaviorally-targeted trigger email
campaigns get 30% higher open and click-through
rates and three times the conversion rates of broadcast
email
Some report open rates as much as 70% higher than
broadcast email

24.  Next generation email uses cookies to identify web visitors
 Follows behavior from click through to web visit to post campaign web
visits
 Metrics gathered are much more valuable than traditional email data
 Data is presented to sales inside of CRM
 Alerts are triggered when targeted activity occurs
Email to web

25. Moving from Blast to Nurture campaigns
1.Develop your content map
2.Develop your segments (existing and new)
3.Develop your content funnel
4.Develop outbound and inbound variants
5.Establish your rules for sales engagement
Getting started

26. Content Funnel
Highest impact and value – webinars,
research – why we are experts
Customer success – why we can help
Product information – why you should buy
from us
Request to engage with sales – let us show
you how and why

27. Sketch it out
First Touch
DemandMetric WP
Second Touch
On-Demand Webinar
Third Touch
MS CRM Case Study
Subject Swap 1
DemandMetric WP
2-days
Subject Swap 2
DemandMetric WP
3 days
Subject Swap 1
On Demand Webinar
2-days
Subject Swap 1
MS CRM Case Study
2-days
Fourth Touch
Product Data Sheet
Fifth Touch
Sign up for Demo

28.  How does someone enter a campaign flow
 At what point do we take out or re-direct?
 At what stage does sales get alerted
 How long should the flow last?
 What KPI’s are in place to measure effectiveness
 Can individual assets be reported on for effectiveness
 How can you add new assets to an existing flow?
Establish enrollment rules

29. Demonstration of SalesFUSION

30. Thank You!
 Q&A
 Visit us online
 Schedule a live one/one demonstration
 www.salesfusion.com