Inbound Marketing Makin’ The Email/Phone Ring
Presented by:
Joseph G. Scott, MAS
VP – Scott & Associates, Inc.
What is Inbound Marketing?
Customers
Opportunities
Prospects
Leads
Moving Leads Through The Sales Funnel
Via Semi-Automation
We Can Only Handle A Few Opportunities
• They take up most of our time
• How can we increase our pipeline?
• Boom and Bust cycles
• How do we know when someone in the pipeline warrants our personal attention?
How Are You Marketing?
• Using Outlook, Gmail or Kerio Server groups
• Being restricted to 50 – 500 emails/24 hours
• Copy/Pasting a Word Document into an email
• No “Automatic Unsubscribe”
• No Analytics (bounces, opens, clicks, unsubs, )
• No Auto Link to Social Media Accounts
It Starts With An Email List
• How do we use email lists? – Send everyone the same thing every time
– The content does not get sent on a regular basis
• What happens? – People get bored and unsubscribe
– Very few forward the content to others
– You learn nothing about your Leads
– The Leads don’t move through the Sales Funnel
– The list declines in value
What You Will Learn
• CAN-SPAM Act of 2003
• What's New (to you?) in Inbound Marketing?
• Tracking Web Activity & Proving Results
• Driving Traffic to Web and Social Media
• Increasing Your business w/e-mail Marketing
• Selling e-mail Marketing Services
Radicati Group - 2014 Study
• Business Users receive and average of 85 emails/day
• 75 of them are legitimate
• 10 are spam (many more are caught by filters), which includes “graymail” – unwanted newsletter subscriptions
• World-wide mobile email accounts: 1.1 Billion
• World-wide desktop email accounts: 3.1 Billion
• Source: http://www.radicati.com/wp/wp-content/uploads/2014/01/Email-Statistics-Report-2014-2018-Executive-Summary.pdf
CAN-SPAM Act of 2003
• Controlling the Assault of Non-Solicited Pornography And Marketing Act
• OK: send unsolicited, commercial Messages, if: – Unsubscribe mechanism in all emails
– Unsubscribe requests are honored within 10 days
– Unsubscribe list is only used for compliance records
– Accurate “from” line, i.e., [email protected]
– Relevant subject lines that support the body copy
– Legitimate address of sender
CAN-SPAM Act of 2003
• All 50 states, Guam, Puerto Rico, & US Virgin Islands have anti-spam laws
• http://www.law.cornell.edu/wex/inbox/state_anti-spam_laws
• CAN-SPAM Act: www.ftc.gov
• Privacy policies: Work with an attorney
• Audit & train employees on best practices
• Conduct regular audits assure compliance
• Source: http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
CAN-SPAM Act of 2003 (cont.) • OK: send unsolicited, commercial Messages, if:
– emailing existing customers
– Those who have inquired about product/service
– Considered “relationship” messages
• Misdemeanor to send with false header info
– From irs.gov when really from [email protected]
• Preempts State anti-SPAM laws
• Follow the rules, check with your attorney
What's New (to you?) in email Marketing?
• Automatic Unsubscribe
• Automatic Opt-In
• Analytics: Opens, Bounces, Unsubs, Clicks
• Clicks create Lists from Lists
• Integration with Social Media
• How to Track Increased Web Traffic
Sign up for Mobile Marketing
Sign up for twitter Sign up for Facebook
Go to Featured Product Page
Tracking Web Activity & Proving Results
Inbound Marketing Services
• eloqua - $2,000 - $6,500/month
• Pardot - $1,000 - $3,600/month
• Hubspot - $800 – 2,400/month
• Marketo - $750 - $25,000/month
• Hatchbuck - $99 – 299/month
email sent Tuesday, November 23, 2010
Traffic – Visitors/day
Sales – Orders/day
7 orders
68 orders
Web Traffic/Orders
Create Greater Relevance via Segmentation
• Lack of relevance is #1 reason for unsubscribes
• The more that your message speaks to the needs of the recipient, the better the response
• Take the folks who Click on a particular offer and make a sub-list
All of these folks clicked-through to a particular product of interest on the site and are segmented into separate lists
Segmenting Lists
Note: 135 Clicks and 166 Click-throughs indicates multiple areas of interest
Segmenting Lists
These folks clicked-through to look at Holiday Gift Ideas are segmented into a separate list. The will receive a separate Holiday Gift Idea email.
Build Trust & Response
• Ask permission
• Set expectations at the point of opt-in
• Deliver on promise – “We’ll be sending you one email per month”
• Make sure all of your links work
• Maintain your list: Clean up! Delete Bounces
Build Trust & Response • Offer a Preference Center to allow them to
manage their subscription – unsubscribe & share, format Text or HTML, frequency
• Higher response rate, lower churn
• “We will never give your information to anyone else, without your permission.” + a link to your full policy on your web site
List Building & Maintenance • Position yourself where your clients are
• Segment your list based upon interest
• Preferences stated at opt-in
• Create content that matches the recipient’s preferences
• Clean up your list (Bounces & Unsubscribes)
9 in 10 Have Unsubscribed
• According to a report from Exact Target and CoTweet – “Social Media Breakup”
• 18% of email users say they never open email from companies
• 77% of all US online consumers say they have become more cautious in the past year about giving their email addresses to companies.
Design for the Inbox • Test sample messages – small audience
• Company name in the “From”
• Add a great subject line
• use teaser HTML text and layout – not images – most are viewed in the preview pane
• place important content (offer) at the top for immediate viewing
Messaging & Campaign Design • Use “alt tags” for all images, especially in the
header – describe the image
• Use obvious links for response
• Link to privacy policy and opt-out
• Remember: only 76% of emails get delivered • Source: Lyris HQ
Don’t forget mobile devices • Design for the small screen
• ComScore study shows Mobile e-mail up 36% in 11/12 and web e-mail down 6%
• “Click here if you are viewing this on a mobile device”
• Consider text messages, instead Get them to opt-in to text from the email
Deliverability • Manage your online reputation
• Follow the laws and best practices
• Test for deliverability and spam filters
• ISPs watch the behavior of your recipients
• Online audit of all campaigns
Increasing Your Business w/email Marketing
• Get an account with an email service
• Upload your client email addresses
• Follow Best Practices
• Send your first email with a really good special
• Segment your list
• Rinse & Repeat!
Selling e-mail Marketing Services • Ask if your client uses email marketing
• Sign up on their web site for emails
• Find out which service (if any) they use
• Understand their objectives
• Offer to manage their email marketing
• Bill for your time