GET THE MOST OUT OF YOUR MARKETING Best Practices. 10 November 2016

Transcription

1 GET THE MOST OUT OF YOUR MARKETING Best Practices 10 November 2016

2 AGENDA How to get the most out of your s Content & List Hygiene Customer Service Deliverability Compliance Current Trends Measuring Effectiveness Multi-Channel Marketing Bonus! 5 Steps to Improved Design Open Q&A (via the chat) 2

3 YOUR GUEST SPEAKER TODAY Mitch Rubin Mitch is the President and founder of Applied Information Group, which specializes in database and marketing services. He has over 30 years of extensive experience in database and software development, online, direct, and marketing. Mitch is the chief architect of the company's software and marketing programs. Under his guidance, Applied Info Group has earned an outstanding reputation for consistently providing excellent quality work and service that boosts campaign performance and lowers expenses for their clients who include some of the largest publishers in the country. In addition to his company's membership in the Direct Marketing Association (DMA) and Experience Council (EEC), Mitch is a board member of The Alternative Board (TAB); a trustee and treasurer of the Kanomika Association; on the advisory board for Future\Perfect Ventures; has advised and provided ongoing technical, database and marketing support to the North Jersey Chapter of the Susan G Komen Foundation; and maintains long-standing relationships with the Children's Specialized Hospital in Mountainside, NJ, and the Nature Conservancy. He reads grant applications for Echoing Green in New York City and is a board member of the Martha s Vineyard Film Festival. He has a BA in History from Union College and an MBA in Marketing from Pace University. 3

4 Damian Rohrbacher YOUR HOSTS Damian joined Clarivate Analytics in 2006 as an Account Manager in Custom Sales after having spent nine years working in the list industry. He spent five thriving years in that role working with global accounts such as Elsevier, Oxford University Press, and LWW. Damian transitioned into a Relationship Manager role on the Publishing & Association team in In this expanded role, he managed the complete client relationship including the entire publisher product portfolio suite of solutions offered. In late 2014, he took on a newly created role as Manager, Marketing Solutions. He oversees the team that manages the deployment process for client s marketing campaigns through Web of Science Author Connect and serves as the thought leader for the product. Damian has a Bachelor of Science in Business Administration from Villanova University. Lauren Allegrezza Lauren is the Marketing Manager for the Publishers & Associations segment at Clarivate Analytics. In this role, she s responsible for the overall marketing strategy, messaging development, and campaign execution in this segment. Lauren started at Clarivate Analytics in 2014 as Marketing Analyst. On the marketing team, she has been responsible for the creation and maintenance of the Total Addressable Market (TAM) analyses across several segments, supporting marketing, sales, and strategy teams with customer segmentations and white space analyses. Previous to Clarivate Analytics, Lauren worked as a marketing analyst. Lauren earned her BA in Political Science with minors in Statistics and History at The George Washington University. 4

5 What is a common mistake made in campaigns? Does a simple change exist to create more effective s?

6 CONTENT & LIST HYGIENE

7 CONTENT & LIST HYGIENE Content Database Ensure that creative is formatted correctly Provide spam score for each test and campaign Generate a deliverability and rendering report Reduce, set, and monitor frequency Utilize throttling to deliver the s Employ good list management and hygiene Remove opt-outs and undeliverable records from the file immediately Use a sophisticated bounce management system Utilize web-based Removes link in each campaign footer 7

8 How can I cultivate a positive prospect experience?

9 CUSTOMER SERVICE

10 CUSTOMER SERVICE Enable customers to communicate and leave feedback Maintain relevancy to the customers and acknowledge their comments Insert postal address at bottom of Provide a link to the privacy policy in each . Provide a clear description of data use, contact information, and method to opt-out Encourage customers to add your from address to their address book or Whitelist 10

11 What is the first item to be considered when initiating an marketing campaign?

12 DELIVERABILITY: REPUTATION + TECHNOLOGY

13 Reputation DELIVERABILITY Technology Develop and work on reputation with ISPs Configure feedback loops and whitelists with ISPs Keep complaints low Employ the latest in technology and authentication Maintain dedicated IP, domain, and sub-domain Use authentication - SPF, DKIM, Sender ID 13

14 The laws around campaigns seem to be changing regularly. How does one keep up?

15 COMPLIANCE

16 COMPLIANCE Comply with industry best practices for Can Spam going well beyond the letter of the law Comply with CASL to strict opt-in interpretation Monitor EU country compliance changes in permissions laws on a country by country basis, as well as an EU basis. Review pending legislation to monitor changes that are arising 16

17 What are the new trends in marketing in the last 12 months?

18 CURRENT TRENDS IN MARKETING

19 List Segmentation Removing Inactive Records Responsive Design TRENDS Dynamic Campaigns, Triggers, Lead Nurturing Test & Retest Don t make assumptions regarding your house file 3% 19

20 What are the most common ways to measure the effectiveness of campaigns?

21 MEASURING EFFECTIVENESS

22 MEASURING EFFECTIVENESS Opens Clicks Clicks to Opens Conversions Call to Action types: Sign Ups, Registrations, Attendance, Newsletters, Free Content, Purchase 22

23 Is there any future with postal mail marketing?

24 MULTI-CHANNEL MARKETING

25 MULTI-CHANNEL MARKETING 79% of Americans act on direct mail immediately Postal continues to be the leading channel for offers that require a more information-based piece Nonprofits Catalogers Multi Channel - using a variety of tactics as complements (digital ads + s + postal + social + tv) can be effective 44% visit a brand s website after receiving direct mail Measure, Measure, Measure! If a tactic works for you do it. Don t get caught up in only doing what s trendy at the moment 25

26 5 STEPS TO IMPROVED DESIGN

27 5 STEPS TO IMPROVED DESIGN 1. Call to Action placement 2. Technology responsive design 3. Design keep it simple & clutter free 4. Content testing - segmentation 5. Single topic focused 27

28 Time for your questions

29 Want to learn how you can reach the leading researchers through marketing with Web of Science Author Connect? Learn more here.