Modernize Your Email Marketing Strategy - SLCHUG Feb 22, 2018
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For this months SLCHUG event, we were lucky to have Elise Beck, product marketing manager from HubSpot in to speak about email marketing. It was a great session. Enjoy the deck!
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Modernize Your Email Marketing Strategy - SLCHUG Feb 22, 2018
- 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Connect Partner: Deposit Fix w/ Denis • Modernize Your Email Marketing w/ Elise • Q&A & Wrap-up
- 3. #SLCHUG Decks Will Be Available Recap Post Coming
- 7. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
- 8. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
- 9. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 1 Main Event Per Quarter – Additional Workshops + Intensives tbd – These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
- 10. #SLCHUG#SLCHUG Thanks for having us!
- 11. #SLCHUG Save The Date Our Next Intensive Thursday, March 29, 2018 Location Access Lunchtime Event 12:00 -1:00 PM All Event Dates on SLCHUG Home Page
- 12. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Pillar Content Creation Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page
- 13. #SLCHUG Digital Marketing Conference - Friday August 24, 2018 $249 Early Bird Pricing Ends Soon On Sale Now SLCSEM.ORG
- 14. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site
- 15. #SLCHUG CONNECT
- 16. #SLCHUG#SLCHUG
- 17. #SLCHUG#SLCHUG
- 18. #SLCHUG#SLCHUG Can request from our Homepage
- 19. #SLCHUG#SLCHUG ?
- 20. #SLCHUG SHARE TODAY #SLCHUG Twitter - Facebook - Instagram
- 21. #SLCHUG#SLCHUG
- 22. #SLCHUG
- 23. #SLCHUG READY?
- 24. #SLCHUG DENIS LUNEV @denlunev HubSpot Connect Partner & Founder of
- 30. Payment Methods
- 31. Works best for • Events • Courses • Digital products • Services • Subscriptions • Donations
- 32. Integration Details • CMS Integration • Custom Fields • Timeline events • Trigger workflows after the payment • Client payment history page • Discount codes
- 35. #SLCHUG READY?
- 37. EMAIL MARKETING FOR THE MODERN MARKETER February 22, 2018
- 38. Elise Beck Product Marketing Manager
- 46. 57,698
- 54. RIGHT MESSAGE. RIGHT PERSON. RIGHT TIME.
- 55. So, what makes email different from direct mail or phone calls?
- 56. It’s scalable.
- 57. It can be hyper personalized.
- 58. You can get really, really good data. (So you know what’s working and what’s not.)
- 59. MODERN EMAIL IS NOT JUNK MAIL
- 60. You need to be really deliberate. (Right message, right person, right time.)
- 61. HOW?
- 65. WHY
- 66. WHY ARE YOU SENDING THIS EMAIL? WHY SHOULD THEY CARE? ➔ Make sure it’s relevant. ➔ Make sure that email is the best channel. ➔ If you don’t have a good answer, don’t send it.
- 67. WHO
- 68. WHO ARE YOU SENDING THIS EMAIL TO? ➔ Think about the persona. What does this person care about? ➔ Other ways to segment: ◆ Lifecycle Stage ◆ Geography ◆ Industry ◆ Role/title
- 69. EASY, RIGHT?
- 71. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
- 73. SMART FIELD AND PROGRESSIVE PROFILING SMART FIELDS AND PROGRESSIVE PROFILING
- 74. SMART FIELD AND PROGRESSIVE PROFILING SMART FIELDS AND PROGRESSIVE PROFILING
- 75. SMART FIELD AND PROGRESSIVE PROFILING
- 76. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
- 77. KEEPING TRACK OF LIFECYCLE STAGES ➔ What are the default lifecycle stages? ◆ Subscriber ◆ Lead ◆ Marketing Qualified Lead ◆ Sales Qualified Lead ◆ Opportunity ◆ Customer ◆ Evangelist ◆ Other ➔ How can you keep track of them? ◆ Upload a list ◆ Hidden form fields
- 78. KEEPING TRACK OF LIFECYCLE STAGES
- 79. KEEPING TRACK OF LIFECYCLE STAGES ➔ What are the default lifecycle stages? ◆ Subscriber ◆ Lead ◆ Marketing Qualified Lead ◆ Sales Qualified Lead ◆ Opportunity ◆ Customer ◆ Evangelist ◆ Other ➔ How can you keep track of them? ◆ Upload a list ◆ Hidden form fields
- 80. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
- 81. BEHAVIORAL EMAILS AND WORKFLOWS
- 82. BEHAVIORAL EMAILS AND WORKFLOWS
- 83. BEHAVIORAL EMAILS AND WORKFLOWS
- 86. MASTERING YOUR LIST SEGMENTATION ➔ Using Smart Fields and Progressive Profiling ➔ Keeping track of Lifecycle Stages ➔ Sending Behavioral Emails and Using Workflows ➔ Making Lists
- 87. MAKING LISTS
- 88. OKAY, WE’RE DONE WITH “WHO”
- 89. WHAT
- 90. WHAT DO YOU WANT THEM TO DO? ➔ Clicks and opens are vanity metrics. ➔ Make sure your CTA is clear.
- 91. WHEN
- 92. WHEN IS THE BEST TIME TO SEND IT? ➔ A/B Test ➔ Scheduling ➔ Smart Sends
- 93. WHERE
- 94. WHERE WILL THEY BE READING IT? ➔ Mobile ➔ Mobile ➔ Mobile
- 96. PART 2: EMAIL MARKETING THROUGHOUT THE FUNNEL
- 98. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities
- 99. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities TOFU MOFU BOFU
- 100. TOFU
- 101. Top of the funnel ➔ Buyers are in the awareness stage of their journey. ➔ They’re aware of the challenge or opportunity that they’re looking to pursue. ➔ They’re not really shopping for solutions just yet. ➔ Their lifecycle stage is either: Subscriber or Lead
- 102. Why would you be emailing someone at the top of the funnel? ➔ They opted-in to your newsletter ➔ They subscribed to your blog ➔ They engaged with a high-level piece of content Emails to folks in this part of the sales funnel should be limited.
- 104. What should TOFU emails look like? ➔ Representative of your brand (designed) ➔ Promote brand trust (helpful, relevant) ➔ Come from marketing (but always a real person)
- 105. MOFU
- 106. Middle of the funnel ➔ Buyers are in the consideration stage of their journey. ➔ They’re evaluating potential solutions to their problem. ➔ They’re interested in your solution, but they’re not yet ready to buy. ➔ Their lifecycle stage is: Marketing Qualified Lead
- 107. Why would you be emailing someone at the middle of the funnel? ➔ They engaged with an “MQL” qualifying piece of content. ➔ They attended a webinar or event. ➔ They “raised their hand” by requesting a demo, free trial, or sales call.
- 110. What should MOFU emails look like?
- 111. THE AUTO- PROSPECTOR
- 112. What should MOFU emails look like? ➔ They should come on behalf of the sales rep (sent via marketing)
- 114. What should MOFU emails look like? ➔ They should always include a meetings link (auto-prospector)
- 117. What should MOFU emails look like? ➔ They should be very personal (and minimally designed)
- 119. SEGMENTATION IS KEY
- 120. BOFU
- 121. Bottom of the Funnel ➔ Buyers are in the decision stage of their journey. ➔ They’re evaluating a similar set of solutions to their problem. ➔ They’re ready to buy. ➔ Their lifecycle stage is either: Sales Qualified Lead or Opportunity
- 122. Why would you be emailing someone at the bottom of the funnel? ➔ You shouldn’t. ➔ These contacts should be owned by sales.
- 124. What should BOFU emails look like? ➔ They should come on behalf of the sales rep (sent via the sales rep) ◆ Templates ◆ Sequences
- 126. QUICK RECAP EMAILS THROUGHOUT THE SALES FUNNEL
- 127. Leads Marketing Qualified Leads Sales Qualified Leads Opportunities MARKETING MARKETING → SALES SALES
- 128. OTHER EMAILS
- 129. INTERNAL EMAILS
- 130. Examples of internal emails ➔ Notify sales if a contact: ◆ Signs up for a webinar or event ◆ Downloads a piece of content
- 131. CUSTOMERS
- 132. Examples of customer emails ➔ Important announcements (make sure it’s valuable) ➔ Information that will improve their experience as a customer
- 134. CHURNED CUSTOMERS
- 135. Examples of churned customer emails ➔ Major changes to your pricing or service offering. ➔ A special offer or discount.
- 137. LOST OPPORTUNITIES
- 138. Examples of lost opportunity emails ➔ Abandoned cart emails ➔ A special offer or discount ➔ Major changes to your pricing or service offering
- 140. READY TO ROCK YOUR EMAILS?
- 141. BE MORE HUMAN.
- 142. STAY ORGANIZED.
- 143. USE TECHNOLOGY TO YOUR ADVANTAGE.
- 145. QUESTIONS?
- 146. #SLCHUG Save The Date Our Next Intensive Thursday, March 29, 2018 Location Access Lunchtime Event 12:00 -1:00 PM All Event Dates on SLCHUG Home Page
- 147. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Pillar Content Creation Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page
- 148. #SLCHUG 148 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead ManagementThanks for being a part of our community!