5 Must Haves for an Effective Email Campaign

Presented By:Karra Hendrix and Kelly Pugh

Act-on

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5 Must Haves for an Effective Email

Campaign

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Seminar ID: 401344

Prepared By:Karra Hendrix and Kelly Pugh

Act-on

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5 “MUST HAVES” FOR AN EFFECTIVE EMAIL CAMPAIGN

1

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Karra HendrixProduct Marketing

Manager

Kelly PughSr. Manager, Demand

Generation

Agenda

• Modern Buyers Journey

• 5 Campaign “Must Haves”

• Q & A

3

The Marketing World Is Changing…

The New Paradigm

ACCESS TO INFORMATION+

ACCESS TO CHOICE_____________________

BUYER CONTROL

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The Customer Journey Has Been Digitally Transformed78% start the buying process with a web search, 50% turn to social media for peer reviews

Attract

Capture

Nurture

Expand

Convert

WebCompany WebsiteEvents Sales Social Email Content

BEN BETHWeb search

Product pages

Attends Tradeshow

Downloads Whitepaper

Sales Call #1Meeting Occurs

Registers for webinar

Downloads Case Study

Downloads eBook

Sales Call #2 Meeting Occurs Connects with

other customers

Follow-Up Email

Sales Call #1Meeting Occurs

DownloadsCase Study

Confers with peers on LinkedIn

Looks at Company LinkedIn

Product Pages

Attends virtual Event

Downloads Whitepaper

Sales Call #2Meeting Occurs

Follow-Up Email

Sales Call #3Becomes Customer

Subscribes to customer newsletter

Downloads Datasheet

Attends User Group

Pricing pages

Sales Call #3 Becomes Customer

New customer welcome email

The challenge: Creating an Adaptive Journey

The RightMessage

To the Right Person

At the RightTime

In the Right Channel

5

Email is (Still) a Powerhouse

The number of worldwide email

accounts is projected to grow to more than 5.2 billion accounts by the end of 2018.

The total number of worldwide email

users, including both business and

consumer users, will also increase to more

than 2.8 billion in 2018.

- Radicati Group

Tip 1: Make it Mobile

Friendly

FACT: The number of mobile phone users in the world is expected to pass the five billion mark by 2019.

What to Try:

• Responsive Design

• Mobile-Friendly Design

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5 Ideas for Marvelous Mobile Emails

Provide plenty of white space

2.Leave room for

copy

3.Keep load times

short

4.Don’t assume

everyone is using the latest device

(or has a great connection)

5.Optimize the

preheader text

1.

Tip 2: Get Personal with

Your Audience

FACT: According to Econsultancy, 74% of marketers say targeted personalization increases customer engagement.

Awareness Research Internal Education

Strategy & Timing

Solution Determinat

ion

Recommendations

Final Decision $$

TOP OF FUNNEL MIDDLE OF FUNNEL

BOTTOM OF FUNNEL

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Personalization with Video

Tip 3: Connect Through

Different Channels

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TIP 3: Connect Through Social Media

TIP 3: Connect Through Social Media 

Drive Up Subscriptions with Opt-ins

Create Once, Use Often with Repurposed Content

Gain Followers and Fans through social links

9

TIP 3: Connect Through Retargeting Ads 

Tip 4: Develop Your

Nurturing Side

47%larger purchases than non-

nurtured leads.

Nurtured leads make

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What is Lead Nurturing?

• Lead nurturing is an automated email program that encourages prospects to interact with your brand.

• Lead nurturing allows you to send highly targeted messages based on the recipient’s profile, interests, and behaviors.

Example – Nurture for Marketing Director persona

1 2 3

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Tip 5: Pull the Trigger to

Gain Attention

The RightMessage To the Right

Person

At the RightTime

In the Right Channel

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What Is It

• Trigger an email based on action (or lack of action)

• Let your audience self-identify• Use digital body language to find

your messaging sweet spot

5 Tips Discussed:

1. Make it Awesome on Mobile

2. Get Personal with Your Audience

3. Connect Through Different Channels

4. Develop Your Nurturing Side

5. Pull the Trigger to Gain Attention

13

Karra HendrixProduct Marketing

Manager

Kelly PughSr. Manager, Demand

Generation

THANK YOU!

www.act-on.com @actonsoftware

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Notes