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How B2B, B2C and nonprofit brands are succeeding in an age of skeptical customers
Director of Editorial Content,MarketingSherpa
#AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with (n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally [satisfied or unsatisfied] with, how often do you do the following?
#AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with (n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with, how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied] with, how often do you do the following?
“I'm willing to put up with them [marketing] in exchange for compensation, (e.g., free email, free content) but they should not
override what I'm trying to do or make it take much longer.”
“I only like to receive marketing that has coupons, and I prefer only email.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
#AAEM16
One of the biggest ways to alienate customers is to not put their needs first in your
marketing…
#AAEM16
1,200 consumers 1,200 consumers
In early Oct. 2016, we sampled 2,400 consumers, weighted to reflect the U.S. population, to help you
get a better understanding of customer-first marketing.
Source: MarketingSherpa survey of 2,400 consumers
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
I consistently have good experiences with it 56%
It is easy to conduct business with the company whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
SatisfiedThe company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship with them 34%
The company always tries to sell to me instead of providing value 27%
It is not easy to conduct business with the company whether online, in person or on the phone 26%
I've heard negative things about the company from people I know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit with who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
I consistently have good experiences with it 56%
It is easy to conduct business with the company whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
SatisfiedThe company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship with them 34%
The company always tries to sell to me instead of providing value 27%
It is not easy to conduct business the company whether online, in person or on the phone 26%
I've heard negative things about the company from people I know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
I consistently have good experiences with it 56%
It is easy to conduct business with the company whether online, in person or on the phone. 43%
It doesn’t always try to sell to me but tries to provide value 35%
Its marketing is not intrusive 34%
It is respectful of my privacy 33%
It makes me feel like I have a relationship with the company 31%
Its marketing is engaging and interesting to me 25%
It knows what I like and don’t like 23%
It puts my needs and wants above its own business goals 18%
Other 0.4%
1
2
9
4
5
6
7
8
3
10
SatisfiedThe company does not put my needs and wants above its
own business goals 35%
The company doesn't make me feel like I have a relationship with them 34%
The company always tries to sell to me instead of providing value 27%
It is not easy to conduct business the company whether online, in person or on the phone 26%
I've heard negative things about the company from people I know (friends, family, coworkers, etc.) 25%
The company's brand isn't a good fit to who I am 17%
The company doesn't know what I like and don’t like 16%
I've heard negative things about the company on social media from people that I don't know personally 16%
I've heard negative things about the company in the press 14%
Its marketing is boring and irrelevant to me 12%
The company 's marketing is intrusive 11%
Other 10%
The company is not respectful of my privacy 9%
1
2
3
4
5
6
7
8
9
10
11
12
13
Dissatisfied
#AAEM16
“Only when the tide goes out do you discover who's been swimming naked.”
- Warren Buffett
#AAEM16
15.8%
14.6%
12.6%
15.9%
12.9%
16.1%
11.5%
13.0%
15.4%
9.4%
11.3%
17.5%
18.2%
16.3%
16.6%
9.7%
19.4%
10.4%
19.3%
14.2%
12.6%
17.5%
20.8%
24.3%
21.0%
18.9%
32.3%
25.8%
19.3%
22.9%
18.0%
21.9%
26.2%
15.8%
14.8%
11.8%
12.8%
9.7%
9.7%
13.4%
15.4%
12.7%
19.5%
17.1%
15.9%
15.5%
17.2%
14.9%
12.9%
12.9%
18.0%
18.4%
13.8%
23.2%
17.9%
14.2%
12.6%
21.0%
20.9%
22.6%
16.1%
27.5%
11.1%
25.9%
13.4%
10.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Block Online Ads
Unsubscribe from Email
Delete App
Unfollow on Social Media
Mute, Skip, or Turn Channel
Change Channel on Radio
Skip Ads in Podcast
Discard Print Ads or Catalogs
Unfollow YouTube Channel
Skip Online Pre-Roll Ads
Ignore Newspaper or Mag Ads
Disengaging in Marketing with companies generally satisfied with (n=1,231)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Thinking about companies whose products/services you are generally dissatisfied with, how often do you do the following?
Thinking about companies whose products/services you are generally [satisfied or unsatisfied] with, how often do you do the following?
#AAEM16
7.9%
19.6%
21.0%
6.0%
14.5%
30.0%
15.5%
11.8%
7.3%
10.0%
6.9%
9.9%
12.5%
13.1%
9.2%
15.2%
14.0%
15.4%
15.3%
8.9%
12.7%
11.0%
21.3%
17.8%
17.7%
23.3%
22.4%
15.4%
23.0%
22.6%
22.4%
22.5%
23.9%
22.1%
14.5%
15.9%
22.2%
16.4%
13.1%
16.1%
19.4%
20.9%
20.5%
21.2%
27.8%
23.4%
21.6%
29.3%
22.7%
16.2%
20.8%
21.5%
28.3%
24.1%
26.8%
11.0%
12.3%
10.6%
10.0%
8.8%
11.3%
9.1%
9.5%
12.1%
10.2%
10.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
E-mails
Download Apps
Follow on SM
Watch TV Ads
Listen to Radio Ads
Listen to Podcasts
Watch Online Videos
Click Online Ads
Read Print Ads from Mail
Read Print Ads from Paper/Mags
Read Print Ads from Store
Engaging in Marketing with companies generally satisfied with (n=1,270)
Never
Rarely
Sometimes
Often
Always
Doesn't apply to me
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you disengage with their marketing by doing the following?
Of the companies with which you are generally dissatisfied, how often do you disengage with their marketing by doing the following?
Of the companies with which you are generally [satisfied or unsatisfied] , how often do you disengage with their marketing by doing the following?
30% of satisfied customers unsubscribe from emails
50% of dissatisfied customers unsubscribe from emails
Based in Jacksonville, Florida, MarketingSherpa — a subsidiary of MECLABS Institute — is a publication specializing in reporting on what works in all aspects of marketing (and what does not). These interviews, case studies and data analyses are published for the entire marketing industry to benefit from. MarketingSherpa, currently in its 17th year, has published more than 7,000 articles on MarketingSherpa.com and hosts the MarketingSherpa Summit.
#AAEM16
Director of Editorial Content, MarketingSherpa@DanielBurstein
Speaker Headshot
We’re sharing on Twitter!#AAEM16
29% RelativeDifference
26% RelativeDifference
32% RelativeDifference
38% RelativeDifference
“
“If you put out a newsletter or email, make it worthwhile to view.”
“Relate to more every day experiences in a new light but with truth in it.”
“Stop sending too many emails, like don't do it every day or more than once or twice a week. Send stuff when there are good coupons or promotions.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
Derek KazeeDirector of Retention Marketing,Ebates
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
#AAEM16
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
2015
• Open rate of 12.2%
• Clickthrough rate of 1.7%
• Conversion rate of 11.7%
2014
• Open rate of 16.5%
• Clickthrough rate of 2.3%
• Conversion rate of 10.3%
Source: https://www.youtube.com/watch?v=oMxWkQENcqM
“
“The emails are obviously pushing sales without regard for what would be helpful to me in making a responsible decision on a
purchase.”
“Why the [expletive deleted] would I want to get emails from a company that doesn’t care about me?”
“To relate to the customers more than just trying to sell their product”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
Chris KellerVice President of Marketing,Health Catalyst
Does the consumption
of content require a
second step, email,
calendaring?
Ask for minimum info, set expectation on use, and add value wherever
possible.
Don’t get in the way of the content.
YES
NO
Lead form capture criteria
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy
Does the consumption
of content require a
second step, email,
calendaring?
Ask for minimum info, set expectation on use, and add value wherever
possible.
Don’t get in the way of the content.
YES
NO
Lead form capture criteria
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy
• Each chapter was delivered as it was written
• Only asked for an email address; the value to the prospect was a notification when the next chapter was complete
• The book’s author was the email sender; prospects were delightfully surprised to go deeper with the author
• Freely available today
#AAEM16
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy
44
0
10
20
30
40
50
60
Q12012
Q2 Q3 Q4 Q12013
Q2 Q3 Q4 Q12014
Q2 Q3 Q4 Q12015
Q2 Q3 Q4
LE
AD
S
550% increasein clients
33% decreasein sales cycle
300% increase in leads
Source: http://marketingsherpa.com/video/healthcare-it-content-strategy
“Be more focused! I want companies to learn about me and use big data to give me what I want.”
“Make it relevant to me.”
“If they are really relevant to me, you can send me all you want.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
Morgan KazanSenior Marketing Manager, DonorsChoose.org
Control
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
Control
Added staff curation
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
Treatment
Control
Added staff curation
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
TreatmentWinner
• Control had better clicks (45% decrease in clicks for curated email)
• Stronger conversion rate (31% decrease in conversion rate for curated)
• Email revenue decreased from $160K to $87K
Control
Added staff curation
Winner
• Control had better clicks (45% decrease in clicks for curated email)
• Stronger conversion rate (31% decrease in conversion rate for curated)
• Email revenue decreased from $160K to $87K
Make sure customers see what they care about first
Source: http://marketingsherpa.com/video/donorschoose-triggered-email-marketing
you put out a newsletter or email, make it worthwhile to
“Don't contact customers too frequently. I have one company which I love —EXCEPT that they send me an email EVERY day! I am not exaggerating. They
literally do this every day. I have contacted them, and my choice is to receive the every day email or nothing, when all I want is maybe once a
month, but not to cut them off entirely. It is very irritating and is the one black mark against them.”
“Not sending emails to people that don’t open them”
“Don't send me an email EVERY time I visit your website. I know that I've been there, and if I want to buy something, I'll return on my own
without an email reminding me to do so.”
#AAEM16Source: MarketingSherpa survey of 2,400 consumers
Jeremy MasonDirector of Demand Gen/Marketing Ops,SCI Solutions
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
#AAEM16
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
#AAEM16
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
#AAEM16
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
#AAEM16
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
• 35% growth in opportunities attributed to electronic marketing programs
• Open rates increase from 0.4% to 4% after second drip
• Automatically validated email for 130,000 records
• First time email was as significant as an “attributable” campaign type (0% to 40%)
724PNM Video Opens
288Sent to Sales
#AAEM16 Source: https://www.youtube.com/watch?v=cuhTrYwwCXs
894Infographic Opens
“Make things very clear.”
“To fix your sloppy emails”
“Deliver more clear information.”
#AAEM16
Source: MarketingSherpa survey of 2,400 consumers
Jessica VogelGlobal Marketing ConsultantDell Inc.
“We have a very high mix of desktop and mobile, as well as the increasing use of multi-device. So, you can’t just optimize for mobile, you can’t just optimize for desktop; every single email we do actually has to be optimized for both.”
Animated .gifs Live email Video Adaptive Content Carousel Social Feed
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
Animated .gifs Live Email Video Adaptive Content Carousel Social Feed
Transformational moment: Simple changes drive results, too.
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
Header
Text nav.
Footer
Icon nav.
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
Double digit increase in revenue per email
#AAEM16
Source: http://marketingsherpa.com/video/dell-event-email-marketing
#AAEM16
Engage your audience in cool, new ways1
2 Give your audience what they want, how they want, when they want
3 Simple changes drive results, too
Director of Editorial Content, MarketingSherpa
Speaker Headshot