Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

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Marketo

Check this out and discover how you can make the most of your holiday-themed campaigns (and avoid lumps of email coal).

Technologie

Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

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Personalization

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Subject Lines
Follow the Four “U”s:
•1. Useful: Is the promised message valuable to the reader?
•2. Ultra-specific: Does the reader know what’s being promised?
•3. Unique: Is the promised message compelling and remarkable?
•4. Urgent: Does the reader feel the need to read it now?
- Copyblogger

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Demographics
@jlangensand

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Targeted Emails are More Relevant

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4 Must-Haves for a Successful Email
1.Intriguing and Honest Subject Line
2.Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)

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Responsive Design – Litmus.com

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The Most Popular Time to Send?

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Holiday Email Must-Haves
1.Make it Easy and Actionable
2.Vary Your Style
a)Subject Lines
b)Images
c)Time of Day
3.Have Fun!!

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Subject: Trick or Treat…

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Text-Only

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Don’t Overdo It…

Effective A/B Testing
•Which Test Won?
•Why Testing Matters?
•3 Steps for Successful Tests
•Tools For You

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•You should test
•Test subject lines
Banners
Button colors
Copy

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Testing Builds an Argument
Email 1
Email 2

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Testing Keeps You Honest
Email 1
Email 2

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46% Increase in conversion and statistically significant

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Email 1
Email 2

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3 Simple Steps to Successful Testing
1.Define Objectives: What are you trying to achieve?
2.Identify Bottlenecks: What’s stopping you from amazing results?
3.Test Variables: What can you test beyond the obvious?

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Define Objectives
•Increase traffic to a certain area?
•Fix the leaky conversion areas?
•Increase registrants for an event?

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Identify Bottlenecks
•Increase registrants to an event
•Not enough people being driven to the registration page?
•What’s stopping people from filling out the form?
•Is the information they need where they need it?

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Beyond Simple Tests
•Emails vs. No Emails
•Frequency of Emails
•Mix of Emails
•Triggered Campaigns vs Regular Sends

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Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014
Tools For You
https://whichtestwon.com/ http://www.zettasphere.com/abcalculator/

Beyond an Email
•Listening is a skill
•Behavioral-based campaigns
•Beyond the holidays

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Listening is a Skill
•Use behavioral filters
•Trigger-based messages

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Behavioral-based campaigns
Interest
Social Marketing
Marketing Automation
Email Marketing

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Behavior-based
Regular Email Campaign
% Opened
34%
% Opened
21.7%
Clicked to Open Ratio
37.1%
Clicked to Open Ratio
23.4%
% Clicked
12.6%
% Clicked
5.1%

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Beyond the Holidays
•Determine behavior you want to capture
•Triggered campaigns

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Add us on LinkedIn!
https://www.linkedin.com/in/jlangensand
https://www.linkedin.com/in/chenphillip

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Field marketers have been forced to think outside the box this year as events moved from in-person to digital. So, what happens in 2021? And how can we prepare? Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021. In this webinar, you'll learn: • How event marketing has changed drastically over the past year • The silver lining to the sudden chaos • How to start planning for your virtual events in 2021

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2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change. But as adaptable as you may be, it never hurts to get ahead! Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021. In this webinar, you'll learn: • Predictions on what's to come in the digital marketing space in 2021 • Tips and advice on how you can prepare and plan campaigns for the new year • Which digital trends to keep your eyes on

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It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

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With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline. Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business. You'll learn: -How to partner with the right stakeholders to make decisions that are aligned across the business -Lessons the Marketo Engage operations team has learned so you don't make the same mistakes -How to plan for a scoring model that will scale

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Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen. Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.

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Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

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Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

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Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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In this keynote, Asanka Abeysinghe, CTO,WSO2 will explore the shift towards platformless technology ecosystems and their importance in driving digital adaptability and innovation. We will discuss strategies for leveraging decentralized architectures and integrating diverse technologies, with a focus on building resilient, flexible, and future-ready IT infrastructures. We will also highlight WSO2's roadmap, emphasizing our commitment to supporting this transformative journey with our evolving product suite.

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1. Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

3. Elements of a Great Email

4. ENGAGEMENT

6. Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Subject Lines Follow the Four “U”s: •1. Useful: Is the promised message valuable to the reader? •2. Ultra-specific: Does the reader know what’s being promised? •3. Unique: Is the promised message compelling and remarkable? •4. Urgent: Does the reader feel the need to read it now? - Copyblogger

9. Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 4 Must-Haves for a Successful Email 1.Intriguing and Honest Subject Line 2.Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)

10. Elements of a Great HOLIDAY Email

11. 64%

16. Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Holiday Email Must-Haves 1.Make it Easy and Actionable 2.Vary Your Style a)Subject Lines b)Images c)Time of Day 3.Have Fun!!

22. Effective A/B Testing •Which Test Won? •Why Testing Matters? •3 Steps for Successful Tests •Tools For You

23. Page 23 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 •You should test •Test subject lines Banners Button colors Copy

28. Page 28 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 46% Increase in conversion and statistically significant

30. Page 30 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 3 Simple Steps to Successful Testing 1.Define Objectives: What are you trying to achieve? 2.Identify Bottlenecks: What’s stopping you from amazing results? 3.Test Variables: What can you test beyond the obvious?

31. Page 31 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Define Objectives •Increase traffic to a certain area? •Fix the leaky conversion areas? •Increase registrants for an event?

32. Page 32 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Identify Bottlenecks •Increase registrants to an event •Not enough people being driven to the registration page? •What’s stopping people from filling out the form? •Is the information they need where they need it?

33. Page 33 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Beyond Simple Tests •Emails vs. No Emails •Frequency of Emails •Mix of Emails •Triggered Campaigns vs Regular Sends

34. Page 34 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Tools For You https://whichtestwon.com/ http://www.zettasphere.com/abcalculator/

35. Beyond an Email •Listening is a skill •Behavioral-based campaigns •Beyond the holidays

36. Page 36 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Listening is a Skill •Use behavioral filters •Trigger-based messages

37. Page 37 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Behavioral-based campaigns Interest Social Marketing Marketing Automation Email Marketing

38. Page 38 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Behavior-based Regular Email Campaign % Opened 34% % Opened 21.7% Clicked to Open Ratio 37.1% Clicked to Open Ratio 23.4% % Clicked 12.6% % Clicked 5.1%

39. Page 39 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Beyond the Holidays •Determine behavior you want to capture •Triggered campaigns

40. Page 40 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Add us on LinkedIn! https://www.linkedin.com/in/jlangensand https://www.linkedin.com/in/chenphillip

41. Questions?

42. Thank You!

Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

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