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Accelerating Sales with Better Email Marketing Practices
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
Housekeeping
• Copy of this deck
• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Email Marketing– Secrets to Successful Content Marketing
• Email me what you want– It’s that simple…
Last Slide First
1. Understand your customer, product & objective before planning (let alone executing)
2. Use the resources you already have before spending money
3. Review & assess/adjust your priorities, focus areas and execution at least weekly
4. Fire lots of bullets
5. Manage actively and openly
6. Sales & marketing is too important to leave to salespeople and marketers
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
Four steps to a better plan
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
Eight tips for better subject lines
1. Tease
2. Personalize
3. Be specific
4. Prioritize
5. Use numbers
6. Watch your length
7. Your “from” line
8. Test
Reviving dormant subscribers
• Define “engaging”
• Focus on the subject line
• Write to them (not for you)
• Tie it to something they did
• Make a request, make it specific & urgent
• Don’t make it look like a marketing email
The case for marketing automation
1. Do the math
2. Show the math from others
3. Customer retention too
4. Show samples of metrics/reports possible
5. More email (not less)
6. Long-term headcount reduction
7. Impact on inside sales performance
8. Don’t talk about software
Why transactional emails matter
• Open Rates– Commercial Email: 31%– Transactional Email: 47%
• Clickthrough Rates– Commercial Email: 6%– Transactional Email: 20%
• Annual Volume– Commercial Email: 3,694 per year– Transactional Email: 87 per year
• 74% of emails that organizations send are transactional!
What it does for you
What counts as transactional email
• Order confirmations• Shipping notification• Receipts• Order status• Receipt confirmation• Service request received• New account set-up• Account balance information• Expired subscriptions
What we’re doing wrong
• 44% of transactional email has no personalization• 79% of transactional email has no promotional
content• 42% of transactional emails are delivered as text (no
HTML)• 53% of transactional emails are controlled outside of
marketing• Less than 1% of email marketing funds are spent on
transactional email
Nine mistakes most companies make
1.Marketing doesn’t own the email
2.Undercommunication
3.Focusing only on the transaction
4.Not paying attention to timing
5.Making it a one-way street
6.No personality
7.Hard to read
8.Not enough resources
9.Vague subject lines
Count the mistakes
Glazing over
Closer but room for improvement
What to do immediately
1.Pay attention to the “from” name
2.Subject lines are very important
3.Test, test, test, test…
4.Personalization
5.Send email when people are reading
6.Minimize sequencing
7.Prioritize the primary message (but keep it short)
8.Measure!
What to do next
1.Dedicated IP address
2.Design for all devices
3.Time the emails correctly
4.Use HTML
5.Match look/feel to rest of brand, Web site, etc.
6.What else might they need? What did they forget?
Several best practices in one email
And right before my flight…
Renewal notices
Primary message prominent
…but at the bottom…
Some good, some bad
Two minutes later
Questions?
