Webinar: The Playbook to Email Marketing Success 3 Phases to Execute a Successful Email Marketing Campaign In this webinar you will learn how to deliver a winning email campaign. Studies show that customers overwhelmingly prefer businesses to engage them through email over any other channel. Drive success with precise planning, flawless execution, and constant improvement! In this webinar we Tackle Email Marketing With Our 3-Phase Playbook: Phase 1, Training Day: We answer the pre-requisite questions that serve as the foundation of your email campaign. Phase 2, Game Day: We divulge how to properly design your email and select the right content strategy. Phase 3, Film Study: We examine post-execution tactics that improve your email strategy. Join Bridgeline’s team of Email Marketing Specialists on Wednesday, November 21th at 12pm (Eastern) discussing the 3 Phases to Execute a Successful Email Campaign. Register here. Speakers: Matt Sullivan Director of Account Management Bridgeline Digital Erik Gupp Digital Specialist, iSG Bridgeline Digital

1. Webinar: The Playbook to
Email Marketing Success
3 Phases to Execute a Successful
Email Marketing Campaign
Training Day
Game Day
Presented by:
Film Study
@bridgeline
bridgeline.com
Join the Conversation #EmailPlaybook

2. the eBook
Three Phases to Execute
a Successful Email Campaign
Download your copy at
http://www.bridgelinedigital.com/resource-center/ebooks

3. About the presenters
Matt Sullivan
Director of Account Management
BS Computer Science, Rensselaer Polytechnic Institute
MBA Southern New Hampshire University
msullivan@bridgelinedigital.com
Erik Gupp
Digital Specialist, iAPPS Success Group
BS Marketing, Bentley College
egupp@bridgelinedigital.com
Join the Conversation #EmailPlaybook

4. Please engage with this presentation
We welcome your questions…
As the presentation is being given, we welcome your inquires.
Just open the questions pane and ask what you want to know.

5. Quick Poll Question
What are your biggest
email marketing challenges?
Use #EmailPlaybook Or in GotoWebinar Chat.

6. Who Is Bridgeline Digital?
Digital Engagement Solutions provider
Developer of the iAPPS platform

Over 750 quality customers
 Repeat business was 72% of FY12 revenues
 iAPPS enjoys an impressive 94% retention rate

Achieved Record Results FY 2012
 In 2012 - Deloitte recognizes Bridgeline Digital as one of the
Fastest 500 growing technology companies in America
 Record revenues and record iAPPS licenses

UPS Logistics selected iAPPS as their exclusive Web Content
Management and eCommerce solution

Over 230 passionate employees in 11 offices globally

7. How We Build Customer Success
We help our customers achieve their key initiatives by leveraging web technologies

8. Introduction
Football and Email Marketing are more alike
than you‟d think. To be successful, both
require precise planning, flawless execution
& a desire to constantly improve.
@bridgeline
Matt Sullivan

9. Introduction: Email Still Wins the Day
When you think about the buzz words
surrounding contemporary marketing
strategies, what new trends & channels
come to mind?

10. Introduction: Email Survives As Preferred Channel
As a marketer, what are your goals?
Maximize Customer Engagement!
Achieve Optimal Customer Satisfaction!
Turn Prospective Customers Into Actual Customers

11. Introduction: Cost/Benefit Advantage of Email Marketing
Oh, we almost forgot ….
EMAIL MARKETING IS INEXPENSIVE!
 Only a mere 2% of marketers rated
leads generated from Email Marketing
as „High Cost,‟ representing the lowest
cost per lead channel.
 93% of Marketers will INCREASE
or maintain their Email Marketing
Budget in 2014.

12. Introduction: Cause for Concern?
Despite these benefits, Digital
Marketers everywhere are fumbling
away potential opportunities from
Email Marketing …
 2009 Email Open Rates stood at just 22%
 Today‟s Email Open Rates hover at 20%

13. Phase 1, Training Day
In Phase 1, we examine everything that goes
into a great campaign Game Plan – from how
to target customers to specific types of
emails you should deliver to meet your goals.

14. Phase 1, Training Day
The 2 W‟s of Email Marketing:
 What are your goals?
 Who is your audience?

15. Phase 1, Training Day
How to Answer the WHAT and WHOM …
SCOREBOARD SAYS…
 Be relevant
 What is the focus of the email?
 Drafting vs. back-fill
 Who are you communicating to?
 Audience Segmentation

16. Phase 1, Training Day
Types of Email …
 Lead Generation
 Lead Nurturing
 Brand Awareness
 Thought Leadership
 Conversion Based
Goals, Not Messaging, Should Drive Email Layout

17. Phase 1, Training Day
Email Timing …
Studies show some days may be better.
Know Your Audience!

Consumers opened 19.9% of emails
received on Tuesday

Friday was also 19.6%

Any time after 4 PM is NOT IDEAL

18. Phase 1, Training Day
How to deal with ISP Warming …
 ISPs are very protective of emails
sent through their servers
 New or unused IP addresses could
be flagged
 Suggested Best Practice:
o Divide monthly email volume by 30 and
evenly distribute over the 1st month

19. Phase 2, Game Day
In Phase 2, we discuss everything that
makes an email great – from design to
content, all the way to delivery.
Erik Gupp

20. Phase 2, Game Day
Writing the Subject Line
“Either write something worth reading or do something worth writing.”
- Benjamin Franklin
A subject line as important as your quarterback!
 Open rates are higher
with shorter subjects
 Click-thru rates are
75% higher with shorter
subjects

21. Phase 2, Game Day
Writing the Subject Line (continued)
Word choice is your most important decision

Be aware of “spam” words
o Coupon
o Party
o Available
o Advance

Personalization drives engagement!

Studies show Customers value novelty
 New (88.9% better than avg CTR)
 Everything (104.1% better than avg CTR)

22. Phase 2, Game Day
Writing the Subject Line (continued)
3 & Out – Final Analysis of
Subject Line Writing
 Wise word choice is pivotal – and sensitive –
to reaching your audience.
 Concision is your best friend.
 Offering limited-time sales – either by
season, event or personalized dates – is a
proven engagement technique.

23. Phase 2, Game Day
Making a Strong Impression
 Calls to Action – draw
recipients to the goal of the
email
 Place most important content
“above the fold”
 HTML vs. Plain Text
o 65% of consumers prefer emails that
contain most images
o Social buttons

24. Phase 2, Game Day
Mobile Matters …
(Don‟t get caught scrambling!)
 In 2nd half of 2012, 41% of commercial
emails were opened on mobile devices
– up from 27% the previous year
 Responsive Design isn’t just for the web

25. Phase 3, Film Study
In Phase 3, we review the tape to figure out
what went right, what went wrong and how
we can nurture and retain our loyal fan base.

26. Phase 3, Film Study
Never Give Up!
 Re-engage customers with
auto-responders
 Customer re-engagement
techniques
o Upsells
o Re-engagements
o Shopping Cart Abandonment

27. Phase 3, Film Study
Re-Engagement Strategies Create Return …
Yet marketers fail to take advantage!
 Usage of automated email related
to customer events stands LOW, at
only 30%
 Only 11% of companies send
automated emails to prospective
customers

28. Phase 3, Film Study
Best of the Rest:
More Post Execution Tactics
 Time-based

Send secondary emails on
a different schedule

Base follow-up on activity type
 Content-based

Use content based on behavior
to drive next steps

Provide more in-depth content in
follow-up messages

29. Phase 3, Film Study
Win or lose, there‟s always room for
improvement.
Scouting Report:
Learn About Your Audience Through A/B Testing
 Focus on one variable
o Subject lines
o CTA
o Content
 Attack large items, not small
changes like button color

30. Phase 3, Film Study
Big 3 Email Marketing Statistics …
Bounce backs

Email returned to sender due to
invalid address
Open Rate

The percentage of recipients who
opened your email
Click-Thru Rate (CTR)

Measures effectiveness of campaign based on
number of recipients that click on a specific link

31. Phase 3, Film Study
A/B Test Case Study: Winchester Hospital
 Component: Subject line, Copy
 Variable: Formal vs. Informal Tone

32. Phase 3, Film Study
A/B Test Case Study: Winchester Hospital
 Results: Email (B) Wins
 Takeaways:
 Informal drove more CTA engagement
 Adjusted CTR was higher with informal email
 Open Rate remained similar

33. Final Thoughts …
Email Marketing is not an exact science
… The goal is build upon each campaign.
Do you have the right tools to execute?
 If you can’t measure it, you can’t manage it.
o Only 20% of respondents report their ESP as being
“well integrated” with their CRM
o 28% said there was “no integration”

34. Q&A
Join the Conversation #EmailPlaybook
Matt Sullivan
Erik Gupp
Director of Account
Management
Bridgeline Digital
@Bridgeline
Digital Specialist
Bridgeline Digital
@Bridgeline

35. Thank You for joining the Webinar!
Continue the Conversation #EmailPlaybook
Follow us on twitter: @bridgeline
Visit us at: www.bridgeline.com