Refreshing your Marketing Campaigns: Getting Back to Basics

Transcription

1 Refreshing your Marketing Campaigns: Getting Back to Basics Thursday, October 1, 2009 Sponsored by:

2 Welcome Bob Felsenthal Publisher BtoB magazine, BtoBonline.com

3 Our Sponsor

4 Ellis Booker Editor, BtoB and BtoBonline.com

5 Housekeeping Submit Questions

6 Housekeeping Download Slides

7 Refreshing your Marketing Campaigns CHALLENGE: Inevitably, most programs become less effective over time. marketers constantly struggle with diminishing response rates, declining sales and lack of engagement.

8 Live Polling Question How often do you review the performance of your marketing campaigns? a. Daily b. Weekly c. Monthly d. Annually e. I do not actively track my marketing campaigns.

9 Wendy Lowe Director, Campaigner Product Marketing Protus

10 Agenda Evaluating your marketing campaigns Tracking Metrics Testing a/b split tests What to test Getting Back to Basics Setting Objectives The Marketing Plan From and Subject Line Design Copy Personalization Segmentation

11 Refreshing your marketing campaigns Track campaign metrics Focus on the basic best practices Test! Test! Test!

12 Evaluation

13 Take Stock Have results hit a plateau? Have response rates waned? Have sales declined? Have unsubscribe rates increased? Is there a lack of engagement?

14 Look Familiar? Campaign Report Date Number Sent Number Delivered Number Bounced Number Opened Total Click Thrus Unique Click Thrus Unsubscribes Unsubscribe Rate(%) Bounce Rate (%) Open Rate (%) Click Thru Rate (%) 4-May % 1.83% 39.18% 11.57% 11-May % 0.95% 32.69% 2.88% 18-May % 0.00% 26.67% 6.67% 25-May % 3.33% 20.69% 3.42% 31-May % 1.42% 19.62% 2.39% 15-Jun % 2.58% 12.17% 2.65% 22-Jun % 0.50% 18.18% 2.02%

15 Nearly 20% of marketers do not know how their marketing campaigns perform. Source: eroi survey of over 500 marketers

16 Tracking Campaign Metrics

17 Importance of Tracking See where you can improve What s working? What s not? Learn about your audiences preferences Personalization Maintain a healthy contact list CAN-SPAM compliance

18 Why aren t we paying more attention? Lack of time Compiling and analyzing data Implementing changes Analysis Paralysis! Lack of resources No dedicated team to manage marketing Automated campaigns can be out of sight, out of mind Don t know the benefits Don t have the tools

19 What should I measure? Reputation, Message Envelope, Timeliness, Infrastructure Creative Content Targeting and Positioning Campaign Effectiveness Open rate Hard bounces Soft bounces Date and time sent Click-through rate Unsubscribe rate Links clicked Positive vs. Negative clicks Subject Line From Line Response by list segment Conversion Rate Track Campaign Source Sales Revenue Source: eroi

20 Metrics Report Source: MarketingSherpa

21 Agenda Evaluating your marketing campaigns Tracking Metrics Testing a/b split tests What to test Getting Back to Basics Setting Objectives The Marketing Plan From and Subject Line Design Copy Personalization Segmentation

22 Get Back to Basics

23 Setting Objectives

24 What are you trying to accomplish? Increase sales? From Name Promote your business? Best day to send Launch a new product? Convert website Creative/Layout leads? Improve customer Subject loyalty? line Attract new customers? Copy All of the above? Landing pages Calls to action Creative/Layout Subject line Best time to send From Name Calls to Action Subject line Copy From Name

25 What type of communication? Newsletter Promotion Press Release Welcome Creative/Layout Letterhead Subject line Invitation Copy Landing pages Calls to action Creative/Layout Subject line Best time to send From Name Calls to Action Subject line Copy From Name

26 Planning From Name Best day to send Subject line Best time to send Creative/Layout Subject line Copy From Name Calls to Action Landing pages Calls to action Creative/Layout

27 Key elements of an campaign From line Subject line Content and Design Contact List

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29 1. Read Now 2. Read Later

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33 From Line 3 Principles 1. Include your brand name or name of recognized person in the company 2. Keep a consistent from name 3. Consider entire envelope when crafting from name Source: Marketing Sherpa

34 From Line - Familiar - Trusted Source: Marketing Sherpa

35 From Line Test Ideas Campaigner IBM Protus Customer Service Elaine Stewart, Office Supply Depot DPTR Workshop Reminder BlackBerry

36 Subject Lines 40,400,000

37 There is no guaranteed formula!

38 Subject Line Tips Write your subject line first You have ~50 characters to work with For mobile devices and PDAs: ~19 Be consistent with your brand s tone Consider from name and subject line together Describe what s in the No misleading or deceptive subject lines Address recipients pain points - WIIFM

39 Subject Line Tips List key info first: most important words are the first two Convey a sense of urgency. Use deadlines. Use action words Avoid spam filter trap words Test! Test! Test! Scrutinize the results Repeat what works Measure the effect on all results

40 Subject Line Test Ideas Ask prospect to take action Get your free download Make an offer Save $100 on tax services from Boyd s Financial Use a hot word in your subject line Renew your Business magazine subscription for 30% off Test Long vs. Short vs. Super short subject lines (short = characters or less) Include news or timesensitive information Recent Update: Changes in technology funding Personalization Jason, read Campaigner s June Newsletter Source: Marketing Sherpa

41 Design

42 The Preview Pane Horizontal view Source: Marketing Sherpa

43 The Preview Pane Vertical View Source: Marketing Sherpa

44 The Golden Triangle Source: Marketing Sherpa

45 Design Tips for Preview Panels Most important message needs to be near the top (within first inch or two) Avoid large image headers, logos, images Instead, display table of contents or your offer with small logo underneath Call-to-action Test location above the fold Test different design treatments Source: Marketing Sherpa

46 Design Tips for Preview Panels Don t think of your as paper letterhead Don t match your design to your website design Use easy-to-scan, bulleted copy Remove far-right columns (people don t see them) Source: Marketing Sherpa

47 Blocked Images - Before

48 Blocked Images - After

49 Images on/off by default Source: MarketingSherpa, Consumer Media Survey, September 2008 N=1,438

50 ALT-Text Tags

51 Copy

52 What are you trying to accomplish? Put yourself in your From customer s Name shoes Aim is to trigger Best an action day to send Coupons, special offers or promotions? Subject line Best time to send Valuable information Creative/Layout and practical tips? From Name Best newsletters Subject include line a mix of sales with expert opinions Calls to Action and advice. Copy Landing pages Calls to action Creative/Layout Subject line Copy From Name

53 Voice/Tone Make sure it reflects your brand Introduce yourself and set expectations Say thank you Source: MarketingSherpa

54 Calls to Action Clear Above the fold One per Examples Visit the store or office Call a sales rep Read more Buy online Get a quick quote Watch this online seminar Event invitation Download this free widget Source: MarketingSherpa

55 Offer Ideas Limited time discount Downloads Free shipping Buy one, get one (free, % off) Free gift Free services Invitation First to See New product launch

56 Length No best practice More frequent, less copy Provide enough copy to make it relevant to the recipient and to get the action you want. Source: MarketingSherpa

57 copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets. copy with no white space or bullets.

58 Use simple language Use bullet points make it easy to scan White space! Source: MarketingSherpa

59 Personalize Think like a customer WIIFM speak to customer s needs and interests Reviews and Testimonials Encourage Feedback Images Ask about what they want to hear Use personalization Source: MarketingSherpa

60 Inserting a person's name into an increases open rates by as much as 10%. Dear Michael, Source: Jupiter Research (2006)

61 Segmentation

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63 Relevancy 3 steps 1. Capture as much information as you can 2. Test to achieve the best creative and offer Watch out for burn out, intrigue and entertain, shake things up 3. Get the right frequency No right answer. Ask your customers Source: Marketing Sherpa

64 Geography

65 Preferences Buy: You prefer to buy in March because it coincides with your government buying cycle. Buy 1 license, get 1 free. Get: Free

66 Past purchases You bought these supplies in store in September is it time for a paper, toner or ink refill?

67 Action come to our next webinar on social media. You attended our last webinar on marketing

68 Loyalty You ve been a loyal customer of our training services for 5 years, here is a 25% discount on our latest course

69 Agenda Evaluating your marketing campaigns Tracking Metrics Testing a/b split tests What to test Getting Back to Basics Setting Objectives The Marketing Plan From and Subject Line Design Copy Personalization Segmentation

70 Live Polling Question Do you regularly test such things as subject line, best time and day to send, or offer in your campaigns? -YES -NO

71 The #1 way to jump-start your campaigns

72 Testing!

73 Adopt a testing philosophy

74 A/B Split Testing 15% off 10% A Open rate 24% Entire Contact List Free shipping 10% B Open rate 31%

75 What can you test? Opens From Name Best day to send Subject line Best time to send Click- Throughs Creative/Layout Subject line Copy From Name Calls to Action Conversions Landing pages Calls to action Creative/Layout Subject line Copy From Name Source: "The Practical Guide to Marketing" by Jordan Ayan

76 Subject line testing Subject Line From Name Best day to send Subject line Best Open time Rateto send The Organic Dish: A New Way to Order (control) 35.2% The Organic Dish: Now only 2-meal order minimum 44.1% Subject line Creative/Layout Relative Difference 25.3% Increase From Name Copy Subject line Calls to Action Subject From Line Name #2 explains Copy the benefit of the new order option. Source: Marketing Experiments

77 Percentage of Agency and ESP clients who take advantage of A/B Split Testing Source: MarketingSherpa Marketing Benchmark Guide 2008

78 B-to-B Marketers Evaluate ROI of testing Source: MarketingSherpa Marketing Benchmark Guide 2007

79 Refreshing your marketing campaigns Track campaign metrics Focus on the basic best practices Test! Test! Test!

80 Q&A Sponsored by:

81 Contact the Speaker Wendy Lowe Director, Campaigner Product Marketing