Presented on May 30, 2012 at the Sales Summit, an organization for CEOs and Sales and Marketing executives of B2B companies for networking and ongoing learning.

1. Generating Leads via
Email Marketing
Rebecca Steinberg Herson
rebecca@theleanmarketer.com
The Sales Summit, May 30, 2012
www.theleanmarketer.com 1

2. Email is an interruption
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3. Email is Integral to the marketing strategy
Webinars
Trade Shows
WWW/ blog
Ads
Public Relations email
• Keep messages aligned
• Similar look & feel
• Should all feel like it’s
Telesales from the same company
SEO
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4. Types of emails
• Blind introduction
• Warm introduction
• Invitation to event (webinar, trade show booth, breakfast…)
• Product launch
• Purchased list campaign
• Lead nurturing
• Newsletters
• News update
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5. Anatomy of an email: from the top
Subject Line:
From Address: • Spend time on this!!
• Better results from a real person • 30-50 characters
(not “Software Co. Webinar”) • Important words at the beginning
• Make sure the return address • Test different variations
works & someone will see it • Try adding an incentive to increase
open rates “Receive a free ipod with
SW demo”
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6. Best Words to Use in Subjects
Source: http://mashable.com/2012/02/09/boomerang-email-infographic/
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7. Anatomy of an email: Moving down…
View in browser link:
• A must for HTML emails
• Not for personal-type
emails
Eye-catching image:
• A nice to have. Not a
must.
Building credibility with
customer names
CALL TO ACTION:
• This is a MUST
• (move it up…)
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8. Anatomy of an email: The bottom
CALL TO ACTION:
• One CTA per email
• Multiple locations
• Multiple formats (image &
text)
Fine print:
• Physical Address (needed
for CAN-SPAM)
• Copyright/TM info
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9. Calls To Action (CTAs)
• Sign up for our newsletter
• Visit this Web page • Above the fold
• Download this white paper • Repeat the CTA
• Enter this contest
• Vary the format
• Meet us at this event
(button, URL, image)
• Register for our free version
• View this webinar
• Limit yourself to ONE CTA
• Answer our survey
• Call our hotline… operators standing by
• View this amazing content
• ……
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10. Lead Nurturing Emails
• Lead Nurturing: 4-10 x response rate compared to
standalone blasts (source: Silverpop)
• Match different types of content to lead funnel
Visitors
Customers
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11. Lead Nurturing Emails
Awareness
Videos, articles, infographics, blog posts
Consideration
Newsletters, demo
videos, webinars, analyst reports
Close
In person events, case
studies, reference
checklists, pricing guides Adapted from Eloqua Content Grid:
http://blog.eloqua.com/the-content-grid-v2/
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12. Email Segmentation Benefits
Marketers who segment:
39% Experience higher open rates
28% Experience lower unsubscribe rates
24% Experience better deliverability and greater revenue
You can segment by… vertical industry, stage in funnel, job title, product(s) they expressed
interest in, complementary solutions they already have in-house, how they got to you, etc.
statistics source: http://blog.hubspot.com/blog/tabid/6307/bid/32848/Why-List-Segmentation-Matters-in-Email-Marketing.aspx
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13. Give yourself some feedback
1) Customize your links
2) Get immediate email
notification (Insightera is one tool
that can do this)
3) Track over time in Google Analytics
Bank of America
Content > Site Content > Pages > search for ?rebecca
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14. Timeliness Matters
Better likelihood of having a meaningful
7x conversation with a key decision maker
when contacted within 1 hour
60x Better likelihood than those contacted
24 hours later
Harvard Business School Study of 1.25 million sales leads received by 29 B2C and 13 B2B
companies in the U.S. http://hbr.org/2011/03/the-short-life-of-online-sales-leads/ar/1
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15. One-Two Punch: Targeted Offer on Web Site
Using a solution like
Insightera, you can:
•Target specific offer
to email click-
throughs
• Demo sign up Download Now
• Download doc
• Etc.
•Offer can appear on
landing page, or
after 2-3 pages
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16. Test Test Test
• Subject lines
• Opening paragraph
• Images
• Best time to send
Source: http://mashable.com/2012/02/09/boomerang-email-infographic/
• Best day to send
• Landing page design elements
• No A/B testing SW? No worries! Just divide your list.
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17. Subject Tests
Subject 1 Subject 2 Language
Email-borne 400% increase in versions
malware makes a email borne (subject 1)
huge comeback malware
Unique open rate 17.5% 15.5% 17.7%
Unique click
4.2% 2.8% 2.8%
through rate
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18. Subject Tests – 3rd party list
• Subject 1: Issues with Blacklisted IPs: Read the new
research report on Outbound Spam 20% Open Rate
• Subject 2: New research report on the Growing Problem
of Outbound Spam 15% Open Rate
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19. Clean List = Better Deliverability
• Track per send &
over time:
• Open rates March
• Click through rates April
May
• Time on site June
July
• Unsubscribes  August
Sept
October
Goal: 100%
November
deliverability
December
Undeliverable Unsubscribes Deliverability Rate
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20. Don’t be a spammer
• Always ask permission
• Maintain a “do not email” list (and don’t email them… duh)
• Always include physical address & unsubscribe option
• Clean out your lists religiously
– Remove hard bounces
– Avoid spam traps
• Avoid ALL CAPS
• Track your deliverability
• Use a reputable email company that requires opt-in (Vertical
Response, Exact Target, etc.)
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21. Use Every Outbound Email
• Standardize footers for
ALL outbound
messages, Not just
sales/marketing
• Can be text-based most
of the time
• Add an image for special
occasions
• Great for internal
marketing
www.theleanmarketer.com 21

22. Best MAIL Campaign Ever
• Highly targeted
• Dimensional Mailer 25% Desired
Response
Front Back
• Personalized • Highlights
(can’t get taken “Commtouch
by someone else Inside” concept
in the company) • Selective lacquer
• Very cool look adds high-end feel
• Highlights corp.
offerings
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23. Thank You!
Rebecca Steinberg Herson
rebecca@theleanmarketer.com
+972-54-444-2372
http://il.linkedin.com/in/rebeccaherson
www.theleanmarketer.com 23