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Calling all B2B email marketers: this webinar is just for you! From email design tips and list building tactics to deliverability must-dos and social media integration, this presentation helps B2B marketers plan and execute successful email marketing campaigns
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Baltimore, Maryland
Blue Sky FactoryDriving Email Marketing Performance
Successful Strategies for B2B Email Marketing
Presenters: Amy Garland & Joanna Lawson-Matthew
August 20, 2010 at 2:00 PM (ET)
Twitter: #bsfwebinar
Copyright Blue Sky Factory 2010
Getting Acquainted
Feel free to submit questions via the GoToWebinar dashboard
or #bsfwebinar on Twitter.
Amy Garland
Marketing Manager
Joanna Lawson-Matthew
Senior Client Services Manager
Copyright Blue Sky Factory 2010
@amygarland @joannalm
About Blue Sky Factory
Blue Sky Factory is both a full & self service ESP.
Design, execute, and track your email marketing
communications with Publicaster.
www.blueskyfactory.com
Copyright Blue Sky Factory 2010
Agenda
1. Best practices for growing and maintaining your list
2. Best practices in email design
3. Deliverability must-do’s for B2B marketers
4. Learn how to leverage social networks
5. We answer your questions!
Copyright Blue Sky Factory 2010
Why Email Marketing?
Copyright Blue Sky Factory 2010
• Highest ROI of any other marketing channel
• $43.62 for every dollar spent (2009)
• $42.08 for every dollar spent (projected for 2010) – Direct Marketing Association
• >90% of Internet users between 18-72 send and receive
email, making it the top online activity. - Pew Internet & American Life Project,
2009
• 58% of people start their online day by reading emails (20%
search engines, 11% Facebook). – ExactTarget’s Email X-Factor Study, 2010
B2B Email Marketing
Copyright Blue Sky Factory 2010
• B2B online marketers focus on lead generation (38%), retention
(34%), and awareness (28%). – eMarketer, March 2010
• 87% of B2B marketers use email marketing for targeting
customers and prospecting. – B2B Marketing Insight Report, 2009
• Top online marketing areas that will see spending increases are:
• Website development (71%)
• Email marketing (69%)
• Search marketing (62%)
• Social media (60%) – BtoB Online, 2009
Why a B2B-specific webinar?
Copyright Blue Sky Factory 2010
Because many of our clients asked for it!
As B2B marketers ourselves, we find the resources
specific to us are lacking.
It’s important to realize there are major differences
between B2C versus B2B marketing, and the
approaches you take with each should be different.
Let’s talk about some of those differences …
B2C vs. B2B Marketing
Copyright Blue Sky Factory 2010
B2C Marketing
• Product Driven
• Maximize the value of the transaction
• Large target market
• Single step buying process, shorter sales
cycle
• Brand identity created through repetition
and imagery
• Merchandising and point of purchase
activities
• i.e., coupons, displays, store fronts
• Emotional buying decision based on status,
desire or price
Source: http://vista-consulting.com/marketing-b2b-vs-b2c/
B2C vs. B2B Marketing
Copyright Blue Sky Factory 2010
B2B Marketing
• Relationship driven
• Maximize the value of the relationship
• Small, focused target market
• Multi-step buying process, longer sales
cycle
• Brand identity created on personal
relationship
• Educational and awareness building
activities
• i.e., webinars, whitepapers, demos
• Rational buying decision based on business
value
Source: http://vista-consulting.com/marketing-b2b-vs-b2c/
Best Practices for Growing and
Maintaining your B2B Email List
Copyright Blue Sky Factory 2010
Permission-Based Email Marketing
The key to email marketing:
Send relevant, timely, targeted, and valuable
emails to subscribers who have asked to
receive them.
Copyright Blue Sky Factory 2010
“How do I build my list?”
• Set Expectations
• Privacy
• Frequency
• Keep your promises!
Copyright Blue Sky Factory 2010
Flickr Photo Credit: wallyg
6 Ways to Grow Your Email Database
• Web/website
• Social Media
• Offline
• Mobile/SMS
• Email Campaigns
• Email Strategy
Copyright Blue Sky Factory 2010
Web: Opt-in Form
• Easy to find opt-in form on every page of your website
• Short, sweet & easy to fill out
• No pre-checked boxes
• W.I.I.F.M. – What’s in it for me?
• Set expectations for content and frequency
• Show a sample email
• Confirm subscription immediately with a Thank You page
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Web: Welcome Email
Copyright Blue Sky Factory 2010
• Immediate (within 15 minutes)
• Email should be consistent with future email campaigns branding
• Thank them for subscribing (with a gift?)
• Explain the benefits of subscription again
• Reiterate the content and frequency they can expect
• Prompt them to whitelist your From name/email
• Link back to your website and/or email archive
• Provide a link to opt-out and update preferences
Web: Opt-in & Welcome Email Example
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How to Build Your List: Web
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1. Include testimonials on your subscription page
2. Promote sign-ups via contests
3. Consider your domain name
How to Build Your List: Web
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4. Ask during webinar or online event signup
How to Build Your List: Web
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5. Entrance or exit pop-ups
How to Build Your List: Social Media
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1. Share with Your Network (SWYN)
How to Build Your List: Social Media
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2. Facebook fan page
(email sign-up form, updates & wall posts)
How to Build Your List: Social Media
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How to Build Your List: Social Media
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3. Twitter: Let followers know about your
campaigns and include a link to past newsletters.
How to Build Your List: Social Media
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4. Encourage employees to be active on social
networks
How to Build Your List: Social Media
Copyright Blue Sky Factory 2010
5. Company blog
(include sign-up form & republish content)
How to Build Your List: Offline
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1. Ask while on the phone (Sales, Client Services &
Customer Support)
2. Include a link on your business cards
3. Promote your email campaigns
with direct mail
How to Build Your List: Offline
Copyright Blue Sky Factory 2010
4. Talk about your subscription center while
networking or speaking at events
5. Ask while exhibiting at tradeshows
How to Build Your List: Mobile
Copyright Blue Sky Factory 2010
1. Use a mobile application to collect email addresses
2. Facebook Connect
(http://blog.blueskyfactory.com/email-
marketing/build-your-subscriber-base-with-
publicaster-and-facebook-connect/)
How to Build Your List: Email Campaigns
Copyright Blue Sky Factory 2010
1. Make it easy to share & ASK people to
share
How to Build Your List: Email Campaigns
Copyright Blue Sky Factory 2010
2. Promote in employees’ email signatures
3. Be smart with the unsubscribe
• Give subscribers the option to opt-down
• Ask for feedback
How to Build Your List: Email Campaigns
Copyright Blue Sky Factory 2010
4. Send re-engagement email with incentives
How to Build Your List: Email Campaigns
Copyright Blue Sky Factory 2010
5. Advertise in other email campaigns
How to Build Your List: Email Strategy
Copyright Blue Sky Factory 2010
1. Targeted, timely & valuable
2. Prioritize retention (attracting new customers vs.
retaining the ones you have)
3. Search optimize your newsletter page
4. Honor your privacy and trust commitments
5. Identify, contact & engage your brand advocates
50 Ways to Build Your Email List
Download your free copy here:
http://www.blueskyfactory.com/b2bwebinar
Copyright Blue Sky Factory 2010
Copyright Blue Sky Factory 2010
Keep Your Subscribers Happy
Copyright Blue Sky Factory 2010
1. Subscriber preferences
2. Follow through with expectations
3. Two-way communication
4. Again, make the unsubscribe easy
Flickr Photo Credit: libraryman
Best Practices in B2B Email Design
Copyright Blue Sky Factory 2010
Email Design: The Basics
Your recipients should be able to
understand and act on the call-to-
action of your email within 5 seconds.
Copyright Blue Sky Factory 2010
You have a pain point at work.
Let me show you how I can solve it.
Email Design: The Basics
Email design best practices
• Design for the email inbox & plan for blocked images
• Ensure consistent branding and design across all campaigns
• Keep your email width under 650 pixels (300px for mobile)
• Make sure your main key elements are “above the fold”
• Keep your email content brief, use teaser blurbs
• Remember to include an opt-out mechanism and physical mailing
address (per CAN-SPAM)
Read more in our Email Design Guidelines:
http://www.blueskyfactory.com/resources/BSFEmailDesignGuidelines.pdf
Copyright Blue Sky Factory 2010
Email Design: The Basics
Subject line best practices
• Keep it 35 characters or less
• Consider including your brand/company name
• Avoid “spammy” words and phrases
• Don’t use ALL CAPS
• Minimize or don’t use symbols (?!?)
• Per the CAN-SPAM Act, avoid deceptive subject lines
• Make it actionable by providing a sense of urgency and call-to-
action (think verbs!)
Most importantly, make sure it reflects the email content and
entices the reader to open your email!
Copyright Blue Sky Factory 2010
Email Design: The Basics
B2B Subject Lines that Work
• Look like a Star to your Boss with [product/service]
• Complimentary Webinar: [webinar name]
• Should your Company Outsource [product/service]?
• Breakfast & Secrets for how to [insert problem you solve]
• Success Tip: 5 Ways to a Better [xxx]
• Register Today: [event name and date]
• Entry deadline is fast approaching
• New White Paper: Best Practices for [problem/solution]
• Your Weekly Alert: [topic]
• 5 Ways to Maximize Holiday Sales
• Marketing on a Tight Budget, Part 1
• Get a $30 Gift Card for 30 Minutes of your Time
• Frustrated with Graphics in Microsoft Outlook?
Copyright Blue Sky Factory 2010
Source: http://www.theemailguide.com/email-marketing/verticalresponse-offers-29-great-b2b-email-marketing-subject-lines-that-work/
Again, you have a pain point at work.
Let me show you how I can solve it.
Email Design: The Basics
From line best practices
• Should be easily recognizable to your subscriber
• Use your company name versus a person’s name
• Avoid using [email protected] – that’s not very friendly or
trustworthy!
• Be consistent with the From name and From address
• Monitor potential replies to your From and Reply addresses
• Set up role accounts for your domain (e.g. admin@, postmaster@,
abuse@ and [email protected])
Copyright Blue Sky Factory 2010
Challenge #1: Image-to-Text Ratio
Copyright Blue Sky Factory 2010
Both B2C and B2B emails depend on the
marriage between images and copy to get the
message across. However, there are some
differences in the balance…
Challenge #1: Image-to-Text Ratio
B2C Emails:
• Design weighted more
heavily towards images
• Images are used to paint a
pretty picture for the
reader and to grab their
attention
• Powerful images are often
necessary to strengthen the
message
Copyright Blue Sky Factory 2010
Challenge #1: Image-to-Text Ratio
Copyright Blue Sky Factory 2010
B2B Emails:
• Design weighted more heavily
towards copy
• Images are used to add
richness to the design, and for
branding purposes
• Images are simpler and
secondary to the email’s copy
• Message is not dependant on
images
Challenge #2: Email Rendering
Use a tool like Inbox Preview to ensure your email renders
properly across all email clients with images on and off.
Copyright Blue Sky Factory 2010
Challenge #2: Email Rendering
Copyright Blue Sky Factory 2010
Image credit: http://fingerprintapp.com/email-client-stats
Challenge #3: Mobile Devices
Copyright Blue Sky Factory 2010
64% of key decision makers are viewing
your carefully crafted email on their
Blackberry and other mobile devices.
MarketingSherpa/SurveySampling (2007)
Challenge #3: Mobile Devices
Email Dominates Mobile Web Time
Copyright Blue Sky Factory 2010
Challenge #3: Mobile Devices
Copyright Blue Sky Factory 2010
Challenge #3: Mobile Devices
Keep your HTML design simple, and allow your
message to get across without having to download
images or click through
Create a simplified mobile version that recipients can
click through to from the HTML version
• Build this as a glorified plain text version, with simple
HTML branding elements
• Keep this version at 300 pixels wide to fit in the mobile
window
Copyright Blue Sky Factory 2010
Challenge #3: Mobile Devices
Copyright Blue Sky Factory 2010
Challenge #4: Corporate Spam Filters
Use a spam check tool to ensure your email does not contain
anything that may trigger spam filters.
Copyright Blue Sky Factory 2010
Design Idea #1: Consistency
Using a consistent template will
help with branding, and will
allow your subscribers to easily
find the call-to-action
Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic
Dynamic content allows these static templates to be
personalized to the individual subscriber
• Customize email content based on location, past behavior,
areas of interest … any data you have on the subscriber!
• Be careful with “Dear [first name]” personalization
Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic
Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic
Copyright Blue Sky Factory 2010
Design Idea #2: Be Dynamic
Copyright Blue Sky Factory 2010
Deliverability Must-Do’s
for B2B Marketers
Copyright Blue Sky Factory 2010
Permission-based Email
Copyright Blue Sky Factory 2010
Six Core Elements of a Trust-
Based Approach:
1. Permission
2. Privacy
3. Reputation
4. Preferences
5. Expectations
6. Compliance
Permission-based Email
The key to email marketing:
Send relevant, timely, targeted and valuable
emails to subscribers who have asked to
receive them (i.e. permission).
Copyright Blue Sky Factory 2010
Permission-based Email
• Permission is defined as explicit, affirmative consent
from a potential recipient
• Affirmative consent comes from requiring action on the
part of the potential recipient (i.e. asking them to check
an opt-in box)
• Building your list without explicit, affirmative consent
opens your company and domain up to spam complaints
and potential blacklisting
Warning! It can take months to overcome from a
tarnished IP or domain-based reputation.
Copyright Blue Sky Factory 2010
Deliverability
Use a tool like Return Path’s Sender Score to monitor
your IP reputation (http://www.senderscore.org)
Copyright Blue Sky Factory 2010
Deliverability
Work with your tech team and/or ESP to continually
monitor your email placement to corporate gateway
firewalls (Postini, MessageLabs, Barracuda)
Copyright Blue Sky Factory 2010
Deliverability
• Ensure you are subscribed to all available Feedback
Loops (your ESP should do this for you)
• Set up authentication records (Sender ID, SPF,
DKIM/Domain Keys) to help with deliverability
• Learn more about authentication on our blog:
http://blog.blueskyfactory.com/deliverability/authe
ntication-a-key-to-getting-your-emails-delivered/
Copyright Blue Sky Factory 2010
Deliverability
Ask your subscribers
to whitelist your
From address to
ensure delivery to
the Inbox
Copyright Blue Sky Factory 2010
Compliance with the Law
4% of retailers are not in compliance
with the CAN-SPAM Act. That's on par
with 2008 levels.
Copyright Blue Sky Factory 2010
Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)
Compliance with the Law
Copyright Blue Sky Factory 2010
The CAN-SPAM Act, enacted in January 2003, imposes a
series of requirements on commercial email, including:
1. Bans false or misleading header information
2. Prohibits deceptive subject lines
3. Requires that your email gives recipients an opt-out
method, and that opt-out requests must be honored within
ten days
4. Requires that commercial email be identified as an
advertisement and include the sender’s valid physical
postal address (P.O. boxes are ok)
Compliance with the Law
Want more information on CAN-SPAM
and compliance with the law?
Read more on the Blue Sky Factory blog or
subscribe to our 52 Email Marketing Tips.
Copyright Blue Sky Factory 2010
Learn How to Leverage
Social Networks
Copyright Blue Sky Factory 2010
Social Media Explosion
752% growth in 2008
30.1 million users & growing
100 million videos viewed daily
3 billion images uploaded
Over 400 million users
Copyright Blue Sky Factory 2010
B2B Email Marketing
Copyright Blue Sky Factory 2010
• 86% of B2B firms are using social, compared to 82% of B2C. - BizReport May 2010
• Top applications for the use of social media for B2B
marketers are:
• Thought leadership (59.8%)
• Lead generation (48.9%)
• Customer feedback (45.7%)
• Advertising on sites (34.7%)- BtoB Online November, 2009
Is Email Dead?
No way!
Copyright Blue Sky Factory 2010
Email + Social Media
Email is the
digital glue of
social media.
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Email + Social: Working Together
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Copyright Blue Sky Factory 2010
Future of Social/Email Integration
B2B Email Marketing
Copyright Blue Sky Factory 2010
• Asked to rate the effectiveness of specific social media
sites in their marketing efforts, 51% said that Facebook was
“extremely” or “somewhat” effective, LinkedIn (45%),
Twitter (35%). - eMarketer, March 2010 (Based on Outsell study)
• In contrast, when Hubspot surveyed B2B companies in
North America about lead generation through social
channels, 45% rated LinkedIn effective, compared with just
33% who said the same of Facebook. -eMarketer February 2010
Email >> Social
Use your email list to build your social community
Copyright Blue Sky Factory 2010
Email >> Social
Copyright Blue Sky Factory 2010
Email >> Social
Copyright Blue Sky Factory 2010
Email >> Social
Copyright Blue Sky Factory 2010
Image credit: http://tellafriend.socialtwist.com/sharing-trends-2009
SocialTwist Social Media Sharing Trends 2009(Tell-A-Friend)
Social Sharing
Copyright Blue Sky Factory 2010
Social Sharing
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Social Sharing
Don’t be afraid to ask!
Copyright Blue Sky Factory 2010
Social Sharing
Give subscribers incentive to share!
Copyright Blue Sky Factory 2010
SWYN Stats
Copyright Blue Sky Factory 2010
SocialSync
How do I know which social sites my
company should be on?
Copyright Blue Sky Factory 2010
SocialSync
Copyright Blue Sky Factory 2010
SocialSync
Copyright Blue Sky Factory 2010
Social >> Email
Use social media to build your email subscriber base
Copyright Blue Sky Factory 2010
Social >> Email
Copyright Blue Sky Factory 2010
Social >> Email
Get instructions on how to add an email
sign-up form to your Facebook page here:
http://blog.blueskyfactory.com/strategy/youve-
got-something-in-your-widget/
Copyright Blue Sky Factory 2010
Social >> Email
Copyright Blue Sky Factory 2010
Social >> Email
Copyright Blue Sky Factory 2010
Social >> Email
Copyright Blue Sky Factory 2010
Don’t forget the original social tool: Forward to a Friend
• Where are your customers communicating? Be aware of
conversations that are relevant to customers.
• Linkedin Groups, Facebook Groups, Twitter and Hashtags,
other industry networks
• Develop tools they can use and create value:
• Conversation tracking for meeting planners
• Mobile applications for meeting attendee
• Become an authority.
• Developing a meetings industry blog for Tom Noonan, Visit
Baltimore’s President and CEO
• Be a friend and a resource; don’t always try to sell
Real World Email Marketer Advice: Visit Baltimore
Copyright Blue Sky Factory 2010
Launched social media presence with new brand &
website in early 2010
• Primary goal: Increase number of Facebook fans
• Secondary goal: Awareness for company Twitter account & blog
Jones & Bartlett Case Study
Copyright Blue Sky Factory 2010
Jones & Bartlett Case Study
• Initially added “Follow Us” buttons to homepage,
but wanted to get the word out to their existing,
loyal customer base.
• Turned to Blue Sky Factory for guidance in how to
best communicate this message to their database.
Copyright Blue Sky Factory 2010
Jones & Bartlett Case Study
•Email sent to over 178,000 customers on May 25, 2010
•Within one week, their Facebook fan count grew 65%
Copyright Blue Sky Factory 2010
Email + Social Media
• Ask your customers to follow you on social networks via email links, landing
pages, your website and all customer interactions
• Include links to your social media pages in all email communications (even
transactional emails!)
• Include a SWYN tool in all email, and encourage sharing with valuable, share-
worthy content
• Mention your social presence in all marketing channels
• Include an email opt-in link whenever you share content on social sites
• Remember to be consistent to your brand across all channels
• Identify your objective for each social channel, and tailor your message on that
channel to your audience there
Copyright Blue Sky Factory 2010
Thanks for Attending
50 Ways To Build Your Email Marketing List
Download your free copy here:
http://www.blueskyfactory.com/b2bwebinar
Copyright Blue Sky Factory 2010
Please Contact Us
Please submit your questions now via the GoToWebinar dashboard
Amy GarlandMarketing Manager
Joanna Lawson-MatthewSenior Client Services Manager
www.blueskyfactory.com
blog.blueskyfactory.com
Twitter: @blueskyfactory
Contact Blue Sky Factory:
Copyright Blue Sky Factory 2010