5 STEPS TO EMAIL-MARKETING SUCCESS · 5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington |...

5 STEPS TO EMAIL-MARKETING

SUCCESS Ken Shillington | Director, Conversion Optimization &

Account Management | FulcrumTech, LLC

215-489-9336 | kshillington@fulcrumtech.net

SUCCESS POINT #1: MEASURE EVERYTHING

•   List size •   Active list (inactive list)

•   Open rates •   Click-through rates •   Conversion rates •   Revenue •   Profit •   Return on investment

(ROI)

SUCCESS POINT #2: BUILD A POWERFUL LIST

•   Build it, always! •   Permission based

(“expected”) •   Expect 25% attrition

each year from unsubscribes, bounces, and spam complaints

•   Don’t forget the inactives

 53,000    

 54,000    

 55,000    

 56,000    

 57,000    

 58,000    

 59,000    

 60,000    

 61,000    

Look out if additions are fewer than attritions!

Ac.ve  list  size  

SUCCESS POINT #3: DRIVE UP OPEN RATE

•   If  people  don’t  open,  they  won’t  act!  

•   Know  the  drivers  of  open  rates:  

•   From  name  •   From  address  •   Subject  line  •   Preview  pane  •   Past  value  

Can  you  read  this?  

SUCCESS POINT #4: DRIVE UP THE CLICK-THROUGH RATE

§  The body content drives the click!

§  Be relevant and personal

§  Keep to a single purpose!

§  Give an offer with an incentive

§  Focus on being clear vs. persuasive (tell recipients what you want them to do)

§  Build credibility

§  Avoid too much copy

§  Emphasize hero shots

§  Don’t use reverse text

SUCCESS POINT #5: DEVELOP AND IMPLEMENT TEST PLANS

§  Know your goals.

§  Model the metrics and financials of your program.

§  Know the impact of each improvement.

§  Create a test plan:

§  Subject lines § Headings §  Testimonials §  Proximity of text to calls to action §  List sources § Mailing frequency

FULCRUMTECH CONTACT INFORMATION §  Ken Shillington, Director of Conversion Optimization

& Account Management

§  kshillington@fulcrumtech.net

§  @kenshillington

§  215-489-9336

§  http://www.fulcrumtech.net

§  Sign up for our newsletter today: http://www.fulcrumtech.net/newsletter/

§  Sign up for ROI Goalsetter: http://www.fulcrumtech.net/email-roi/

E-Mail Marketing &

Marketing Automation Systems

About MeAbout Me

• Marcie K. Weaver

• 15 years working for a small software company

• Managed marketing communications, multi-media and business development

• Founded Composite Marketing

• Passionate about technology

E-Mail Marketingvs.

Marketing Automation?

What is the Same?What is the Same?

• Both communicate with your audience

• Both send e-mail• Both report on

interactions• Both integrate social

platforms

They are SimilarThey are Similar

✓Lead Capture

✓Basic Segmentation

✓Email Templates

✓Create and Send email

✓Mass email delivery

✓Automation and triggers

✓Reporting and analytics

There Are Important DifferencesThere Are Important Differences

Process DifferencesProcess Differences

Marketing Automation integrates all online activities and allows you to specifically target your audience based on their behaviors.

Email Tools send the same or very similar e-mail to the entire list you select and offers analysis.

Data RetrievalMarketing Automation systems allow to have detailed insight into your audience behaviors.

E-Mail tools are generally limited to click tracking and social shares.

IntegrationIntegration

Marketing Automation Systems integrate tightly with your CRM

Email tools give weak or no integration to your CRM.

ActionAction

Marketing Automation allows you to take different actions based on prospect behavior.

Email tools are limited to auto-responders and manual follow-up.

Marketing Automation is not for Everyone!

Marketing Automation is not for Everyone!

Marketing Automation is Complex

• Is it a good fit for your audience?

• Do you have the resources to implement and manage?

Marketing Automation can be Expensive

• Email marketing can start at $20.00/month.

• Marketing Automation systems pricing vary’s widely from $400/month to $10,000/month.

Marketing Automation Requires More Content

• Marketing Automation systems rely on content to drive your campaigns.

• E-Mail marketing can be a periodic newsletter or a single message that is “freshened up” periodically.

What is Right for You?

Evaluating Email Marketing Tools Evaluating Email Marketing Tools

• Email Creation tools

• List building tools

• Segmenting tools

• Reporting tools

• Vendor Deliverability Rate

E-Mail Marketing Vendors

• iContact

• Benchmark Email

• ExactTarget

• Constant Contact

• Campaigner

• Vertical Response

• StreamSend

• MailChimp

• GetResponse

• Mailgen

• Mad Mimi

• GraphicMail

• Pinpointe

• Orbtr* (for WordPress only)

*Hybrid

• Watch for specialized tools that are somewhere in-between!

• Sometimes much more cost effective, while giving you enough tools to increase efficiency

• Great example is Orbitr for WordPress

• Uses MailChimp for e-mail

• Tracks leads through your WordPress website

Evaluating Marketing Automation Tools

• Create your own checklist

• Dive into deep details

• Watch demos

• Check references that have the same or similar needs.

Lead CaptureLead Capture

• Form creation

• Custom fields

• Progressive profiling

• Landing pages

Lead NurturingLead Nurturing

• Campaign Designer

• Data segmentation

• Campaign Decision points?

• Are there automatic triggers?

Lead ScoringLead Scoring

• Behavioral Scoring

• Time-based scoring

• Can you manually change scores?

• Can a prospect have different scores for different products?

EmailEmail

• E-Mail designer

• Template designer

• Personalized content

• Deliverability!

Data ManagementData Management

• De-duplication

• Custom fields

• List updates

CRM IntegrationCRM Integration

• Standard integration to your CRM

• Cost

• System synch frequency

• Manual synch

• Field Mapping

• Record assignments

SegmentationSegmentation

• Available on any fields?

• Available mid-campaign?

Reporting and AnalyticsReporting and Analytics

• 80% Standard reports

• Ease of creating custom reports

• Web analytics

• Drill down reporting

• Report scheduling and delivery

Marketing Automation Tools and their Standard CRM interfaces

• Eloqua - Salesforce, Microsoft Dynamics, Oracle/Siebel

• Marketo - Salesforce, Microsoft Dynamics

• SilverPop - Salesforce, Microsoft Dynamics

• ExactTarget - Salesforce, Microsoft Dynamics

• HubSpot - Salesforce, (Apps available to others)

• Genius - Salesforce

• eTrigue - Salesforce, Microsoft CRM

• InfusionSoft

• blackbaud

• Luminate

• eTapestry

• The Raiser’s Edge

Thank You!

Rocky Mountain PBS

Colorado Gives Day

Email Marketing Strategy

2010 & 2011 Online Strategy2010:

• 1 eblast

• Donate on CGD message

• 8,000+ non-members

• 16% open rate; .57% CTR

• 2 Weekly E-News ads

• Other online promotion:• 1 Web tile ad

• 2 Facebook posts

• 2 Tweets

2011:

•2 eblasts

• 52,800+ people (all but recent givers)

• Schedule a donation message

• 17% open rate; .16% CTR

• 54,000 people (all)

• Donate today message

• 16% open rate; .14% CTR

• 1 Thank you eblast with survey

• 550+ people, 72 responses (13% CTR)

• 2 Weekly E-News ads

• Other online promotion:• 1 Web tile ad

• 2 Facebook posts before & 12 day-of*

• 2 Tweets before & 9 day-of*

• Banner ad on homepage day-of*

*More posts than planned during due to CGD tech difficulties.

2012 Online Strategy

36.1%

18.1%

6.9%

0.0% 1.4%

51.4%

20.8%

0%

10%

20%

30%

40%

50%

60%

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How did you hear about CGD?• 2 eblasts + reminder

• “Schedule” message…with

• Dynamic content varied to

3 groups:

• Active

• Lapsed

• Non-Members

• No open? Sent again.

• 17% open rate; .16%

CTR

• “Donate today”…with

dynamic content, same groups

• 20% open; .55% CTR

• 1 Thank you eblast with survey

• 830+ people

• 68 responses (9% CTR)

• Other online promotion:• 1 Web tile ad

• 8 Facebook posts

• 13 Tweets

• Banner ad on homepage

$14,313

$63,587

$92,161

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

$100,000

FY11 FY12 FY13

Total Gross Revenue

135

583

837

0

100

200

300

400

500

600

700

800

900

FY11 FY12 FY13

Total Contributions

$106.02

$109.07

$110.11

$103.00

$104.00

$105.00

$106.00

$107.00

$108.00

$109.00

$110.00

$111.00

FY11 FY12 FY13

Average Gift

The Results…