The way people interact with marketing has changed, so your marketing strategies should change too. Here's how to do email marketing effectively in an inbound way.
2. AGENDA
1. Is Email Marketing Inbound or Outbound?
2. You’re Doing It Wrong: Recipients
3. You’re Doing It Wrong: Content
4. 7 Emails More Important Than Your Newsletter
5. You’re Doing It Wrong: Tests
6. Don’t Stop at Email
6. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
7. The New Marketing Playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Marketing Automation
Marketing Analytics
13. • Reputable email service providers
don’t allow it
• There’s no such thing as a good
list for sale
• They don’t know you and don’t
want your email
• Your deliverability and IP
reputation will be harmed
Every time you email a cold list…
PRETEND A
KITTEN DIES.
Purchased/Rented Lists
22. • Geography
• Age
• Gender
• Persona
• Organization type
• Organization size
• Industry
• Job function
• Seniority
• Past purchases
• Frequency of purchase or visit
• Purchase cycle
• Content topic
• Content format
• Interest level
• Education level
• Change in behavior
• Lifecycle stage
• Email type
• Satisfaction index
• Form abandonment
• Social media activity
• Number of conversions
• Current products
What to Segment On
27. Do It Right: Fill the Top of the Funnel
Blogging
SEO
Social Media
Content
28. Do’s and Don’ts: Recipients
Do:
• Build an Opt-In List
• Segment Your List
• Fill the Top of the
Funnel
Don’t:
• Purchase/Rent Lists
• Blast Your Database
• Automate into
Expiration
48. Do’s and Don’ts: Content
Do:
• Create Killer Content
• Think About Personas
• Think Beyond
Newsletter
Don’t:
• Focus on You and Your
Product
• Focus Just on Your
Newsletter
53. Do It Right: Test Everything, Test Often
• Offer
• Topic
• Format
• Length/Size
• Name
• Landing Page
• Description
• Length
• Image/Preview
• Form Placement
• Number of Form Fields
• Which Form Fields
• Form “Submit” Button Text
• Sender Name/Address
• Consistent vs. Changing
• Person vs. Company
• Category-Related Name
• Audience
• Interest
• Persona
• Recency or Level of Engagement
• Other Demographics
• Lifecycle Stage
• Format
• Plain Text vs. HTML
• Content in Text vs. Images
• Number of Calls to Action
• Length of Email
• Timing & Frequency
• Day of Week
• Time of Day
• Triggered by Behavior
• Timing Around Event
• Frequency
54. Do It Right: Focus on Metrics that Matter
Open Rate
Click Through Rate
Landing Page Conversion Rate
Close Rate
55. Do’s and Don’ts: Testing
Do:
• Test Everything, Test
Often
• Focus on Metrics That
Matter
Don’t:
• Skip A/B Testing
• Focus Only on Your
Subject Line
• Test Without a Target
Metric
59. Do It Right: Integrate Email
• Email + Social = Expand Reach of Content & Build Following
• Email + Blog = Create Campaign Around Offer
• Email + Nurturing = Increase Yield of Email Leads
• Email + Search = Optimize Email Content for Search Traffic
• Email + Analytics = Measure Results & Segment Better
• Email + Mobile = Optimize Content for Device
60. Do’s and Don’ts: Integration
Do:
• Optimize, Personalize,
and Integrate All
Channels
Don’t:
• Stop at Email
61. Do It Right
1. Build an Opt-In List
2. Segment Your List
3. Fill the Top of the Funnel
4. Create Killer Content
5. Think About Your Personas
6. Think Beyond Your Newsletter
7. Test Everything, Test Often
8. Focus on Metrics that Matter
9. Personalize All Channels
10. Integrate Email