Hello! by Arash Khosravian & Farhad Beheshti. from Anetwork

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Curtis Harrington
6 years ago
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1 Marketing

2 Hello! by Arash Khosravian & Farhad Beheshti from Anetwork

3 1 Why ?

4 PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND WORK.

5 In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.

6 INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT THAT PROVIDES VALUE.

7 Inbound Methodology

WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE

8 WITH AN ROI OF 38-1, MARKETING IS ONE OF THE BEST INVESTMENTS YOUR BUSINESS CAN MAKE.

9 is a channel that you own. You will always have a 1:1 relationship with your contacts.

10 THE CORE PRINCIPLES OF MARKETING The rise of mobile devices The significance of segmentation The power of personalization The importance of data-driven analysis and optimization

11 THE CORE PRINCIPLES OF MARKETING The rise of mobile devices The significance of segmentation The power of personalization The importance of data-driven analysis and optimization

12 45% of messages are opened in mobile devices 45%

13 THE CORE PRINCIPLES OF MARKETING The rise of mobile devices The significance of segmentation The power of personalization The importance of data-driven analysis and optimization

14 When asked to rate the statement: Most of the marketing s I receive include no content or offers that are of interest to me. 62% agree or strongly agree.

15 THE CORE PRINCIPLES OF MARKETING The rise of mobile devices The significance of segmentation The power of personalization The importance of data-driven analysis and optimization

16 JUST BECAUSE YOUR WENT OUT TO 10,000 PEOPLE DOESN T MEAN IT HAS TO READ LIKE IT DID.

17 THE CORE PRINCIPLES OF MARKETING The rise of mobile devices The significance of segmentation The power of personalization The importance of data-driven analysis and optimization

19 1. Why ? 2. Lifecycle Marketing 3. Segmentation 4. High-Performing 5. Design 6. Deliverability 7. Lead Nurturing 8. Analytics and Optimization

20 2 Lifecycle Marketing

21 LIFECYCLE MARKETING How you communicate with your contacts from their first point of contact all the way through their lifespan as a paying customer.

22 LIFECYCLE MARKETING

23 Inbound Methodology

24 A sample customer lifecycle Become interested in your company s type of software Learn about your product Use your product s demo Love the demo Remove the restrictions on the demo by buying the full version [Months or years in the future] Upgrade to a new version of the software

25 73% of your leads will not be sales-ready when first generated

26 HOW TO USE TO DO LIFECYCLE MARKETING Map the content in your s to the buyer s journey Identify key touch-points in your marketing and sales process

27 THE BUYER S JOURNEY

28 HOW TO USE TO DO LIFECYCLE MARKETING Map the content in your s to the buyer s journey Identify key touch-points in your marketing and sales process

29 POTENTIAL KEY TOUCHPOINTS Subscribing to your blog Filling out a contact form Requesting a consultation Downloading E-books

35 YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY BECAUSE A CUSTOMER HAS PURCHASED.

36 Loyal customers are worth up to 10X as much of their first purchase.

37 THREE CUSTOMER STAGES New customers Ongoing customers Evangelists

41 3 Segmentation

42 BARRIERS TO EFFECTIVE MARKETING

43 Segmented vs. Unsegmented Campaigns

44 WHAT IS A LIST? Lists are the different ways that you break up your contacts into smaller segments based on their similarities.

45 HOW MARKETERS SEGMENT THEIR CONTACTS

46 BUYER PERSONAS Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

47 EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.

48 IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.

49 EXPLICIT AND IMPLICIT Explicit Data Contact information Company Information Form Submission Implicit Data engagement Web analytic history Conversion data

50 Build separate lists for your subscribers, leads and customer. These lists ensure that you send the right person the right message at the right time. Personas give you a clear picture of who will be receiving your . Think about business-specific info your company might need to track.

51 ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES

52 4 High-Performing

53 THINK BIGGER THAN CLICKS AND OPENS.

54 BEST PRACTICES FOR HIGH- PERFORMING S Determine a good primary goal for your Optimize your for opens Compel your reader to action

55 BEST PRACTICES FOR HIGH- PERFORMING S Determine a good primary goal for your Optimize your for opens Compel your reader to action

56 BEST PRACTICES FOR HIGH- PERFORMING S Determine a good primary goal for your Optimize your for opens Compel your reader to action

58 CRAFTING A GREAT SUBJECT LINE Shorter is better Avoid salesy language Keep it straightforward Personalize

59 CHOOSING YOUR FROM NAME AND ADDRESS Use a company address, not a free webmail account Don t send s from no-reply Use an address that indicates the purpose of the send Customer lifecycle should dictate who the comes from

60 Preview text: the snippet of copy that is pulled from the copy of your .

61 BEST PRACTICES FOR HIGH- PERFORMING S Determine a good primary goal for your Optimize your for opens Compel your reader to action

62 WRITING EFFECTIVE COPY Write for scanability Use the right tone Personalize Make it readable on any screen Proofread, proofread, proofread Mix it up

64 PREVENTING ERRORS IN YOUR Send yourself a test. Check it on your computer and your phone Try to read your without images. Click on all of the links Make sure your unsubscribe link is working Test your in popular apps and programs

65 litmus.com

66 MAKE EACH COMPONENT OF YOUR A CALL-TO- ACTION Don t use vague phrases Link images to your offer s landing page Hyperlink the appropriate copy in the Edit alt-text of images and CTAs

67 Effect of number of images in marketing s on CTR.

68 Example of an Uber receipt

69 Blog update from Zapier

70 Blog update from Zapier

72 5 Design

73 Design is not just what it looks and feels like. Design is how it works. - Steve Jobs

74 DESIGN BEST PRACTICES Pick a primary goal Write and design the copy Create a consistent experience

75 EVERY PART OF YOUR SHOULD SUPPORT THE GOAL YOU VE SELECTED.

76 wall-of-text

77 WRITING EFFECTIVE COPY Write for scannability Use the right tone Personalize when appropriate Proofread, proofread, proofread

78 The Inverted Pyramid

80 How to reduce information density.

81 The importance of white space.

82 DESIGN AND WEB DESIGN ARE DIFFERENT.

83 Campaign Monitor s ultimate guide to CSS.

84 IMAGES AND STYLING TIPS Add alt-text to your images Avoid creating your as a single image Define the width and height of your images

85 Less is more

86 DESIGNING FOR MOBILE DEVICES Use mobile-friendly templates Move your call-to-action above the fold Font should be minimum 14pt font Avoid the wall-of-text by using line breaks Your call-to-action should be at least 44 x 44 pixels

88 6 Deliverability

89 DELIVERABILITY The measurement and understanding of how successful a sender is at getting their marketing message into people s inboxes.

90 IF YOU SEND THAT PEOPLE DON T WANT, THAT DOESN T ACTUALLY BENEFIT THEM, EVENTUALLY YOU WON T GET INTO THEIR INBOX.

91 BEST PRACTICES FOR BEFORE THE SEND Sources Permissions

92 MEASURING YOUR DELIVERABILITY AFTER THE SEND Engagement metrics Contact churn metrics

93 BOUNCE A bounce is an that for some reason was rejected by the recipients mail server.

94 MOST COMMON TYPES OF BOUNCES Recipient bounces Content bounces Reputation bounces

95 BOUNCE CODE CODES THAT START WITH A FOUR MEAN IT S A TEMPORARY BOUNCE. YOU CAN TRY AGAIN LATER. CODES THAT START WITH A FIVE MEAN THE ADDRESS SHOULD NEVER BE TRIED AGAIN BECAUSE IT WILL NEVER WORK

96 RECIPIENT BOUNCES Have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces.

97 CONTENT BOUNCES Have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was kinda gross.

98 WHY CONTENT BOUNCES HAPPEN They didn t like something you linked to You didn t have enough actual text content in the Your copy looks like content that they have previously marked as spam Your copy was loaded with spelling errors

99 REPUTATION BOUNCES Some system between you and the recipient s mailbox made a judgment call based on your reputation and refused to deliver the message. The bounce codes are either 571, 554, or sometimes 471.

100 GETTING MARKED AS SPAM WILL IMPACT YOUR ABILITY TO SEND S TO PEOPLE WHO LOVE THEM.

101 Avoid Sending Spam & Improve Your Deliverability Don't buy or rent lists. Don't people who have bounced repeatedly Don't use all caps anywhere in your or its subject line. Don't embed forms in your s. Don't use spam trigger words.

102 Link shorteners are used by spammers to hide where their links will actually end up. service providers will stop showing greymail to subscribers

103 HOW TO COMBAT GREYMAIL Send re-engagement campaigns, then stop sending s to the ones that don t re-engage Increasing segmentation Removing contacts from your database who are no longer engaged

104 7 Lead Nurturing

105 LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.

106 73% of your leads will not be sales-ready when first generated

107 MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN. - SCOTT BRINKER

108 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

109 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

110 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

111 THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS: How many leads do you get each month? Through which channels do you get generate those leads? Do you have a sales force? If so, how many reps do you have? What is your business model? How long is your sales cycle?

112 Nurturing Types

113 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

114 BEHAVIORAL Sending targeted s to your contacts based on their actions and behaviors.

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119 8 Analytics and Optimization

120 Inbound Methodology

121 53% of organizations chose data-driven marketing as their top priority for 2016.

122 THE TYPES OF METRICS YOU SHOULD TRACK Individual metrics channel metrics health metrics

123 THE TYPES OF METRICS YOU SHOULD TRACK Individual metrics channel metrics health metrics

124

125 OPEN RATE The percentage of people that received your who actually opened it.

126 CLICK-THROUGH RATE The percentage of people who clicked on a link in your after opening it.

127 CONVERSION RATE The percentage of people who clicked on a link within your AND completed a desired action.

128 THE TYPES OF METRICS YOU SHOULD TRACK Individual metrics channel metrics health metrics

129 GOALS FOR YOUR CHANNEL METRICS How people engage with your s. How impacts your ability to move people through your funnel. How effectively you can use to drive traffic to specific events How your database is growing or decaying.

130 22.5% of your marketing database will decay every year, on average

131 THE TYPES OF METRICS YOU SHOULD TRACK Individual metrics channel metrics health metrics

132 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION

133 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION Bad subscriber expectations Give people more options Set better expectations

134 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION Bad subject line Write a short, to-thepoint, non-salesy subject line

135 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION These contacts are not engaged Send them a specific offer that will entice them to reengage

136 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION Your offer isn t relevant This is often a function of poor segmentation. Look to the Buyer s Journey and Buyer Personas to improve your .

137 MY OPEN RATE IS LOWER THAN EXPECTED. PROBLEM SOLUTION You have deliverability issues You never made it into the inbox in the first place. Go to Deliverability chapter

138 MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW. PROBLEM SOLUTION

139 MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW. PROBLEM SOLUTION The CTA isn t prominent enough Make sure your CTA is prominent, well-placed, attention-grabbing and action-oriented

140 MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW. PROBLEM SOLUTION Your is trying to do too many things When someone opens an , it should be crystal clear what they are supposed to do.

141 MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW. PROBLEM SOLUTION Subject line and content of the are not aligned Don t bait and switch you readers

142 MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW. PROBLEM SOLUTION Your is not optimized for mobile Use mobile-responsive templates, and design your s with mobile in mind

143 MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW PROBLEM SOLUTION

144 MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW PROBLEM SOLUTION Poor alignment between content in and offer on landing page Clearly and accurately demonstrate the value of your offer through the entire user experience, from inbox to conversion

145 MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW PROBLEM You have a bad landing page SOLUTION Use landing page best practices A clear and compelling headline Visual emphasis on value of offer No navigation or menu links A form whose length mirrors the value of the offer

146 OPTIMIZATION

147 Setting up a test 1.Segment your database 2. identify opportunitis in your funnel 3. Design experiments 4.Prioritize the experiments

148 S ARE NOT GETTING OPENED Hypothesis #1: Your s are ending up in the Gmail promotions tab Solution: To avoid getting marked as a promotion: s should sound personal Remove images Avoid using sales-y language

149 S ARE NOT GETTING OPENED

150 S ARE NOT GETTING OPENED Hypothesis #2: Your subject line contains characters and words that trigger the recipients spam filter. Solution: Improve your subject line Avoid emojis Remove sales-y words Align subject line with content

151 S ARE NOT GETTING OPENED

152 S ARE NOT GETTING OPENED Hypothesis #3: Your s are arriving at the recipients inbox at a time that does not suit them to open it Hypothesis #4: The subject line is not compelling. Hypothesis #5: You re sending too many s.

153 KISSMETRICS A/B TEST SIGNIFICANCE CALCULATOR

154 Thanks! Any questions?

Inbound Marketing Glossary

Inbound Marketing Glossary A quick guide to essential imbuecreative.com Inbound Marketing Glossary A/B Testing Above the Fold Alt Tag Blog Buyer s Journey Buyer Persona Call to Action (CTA) Click-through