Email Marketing

Email Marketing Content

Surviving the Inbox

Email marketing is one of the most effective marketing tactics available to businesses. The challenge is to make sure what you are sending is as effective as possible.  Your email may be amazing but how does it compare to the hundreds of other emails it competes with every day. The trick is to consistently make your emails valuable, relevant and interesting to your recipients. According to a Marketing Sherpa survey about SPAM complaints1:

  • 56% consider messages from known senders to be spam if they aren’t “interesting”
  • 50% consider messages from known senders that are sent too frequently to be spam
  • 48% are using “report spam” buttons for reasons other than to report unsolicited email

What Buyers Want To Know

  • How will this product/service help my company?
  • We’re doing okay, why do we need it?
  • Is there another company out there that is better?
  • Will their solution really work? Can they prove it?
  • Is the company credible?
  • Can we afford it?

Effective Email Marketing Content

  • Keeps it simple and focused. Don’t waste your reader’s attention.
  • Points your readers to a relevant content your website, like a demo, case study, videos or blog post.
  • Is written in a friendly, “human” voice. People still want to do business with people.
  • Has a clear message – direct and to the point, fast and easy to engage the reader.
  • Has personally relevant messaging based on the targets preferences, demographics and behavior.

Behavior-Based Marketing

  • Be relevant to the target audience by sharing information they want to know about.

“Targeted email campaigns – personalized to subscriber needs – drive 9 times more revenue and deliver 18 times more net profit than broadcast e-mailings.” – David Daniels, Research Director – Jupiter Research

Traditional Segmentation Segmentation 2.0
  • Geographic
    • Region
    • Population Density
  • Demographic
    • Age
    • Gender
    • Income
  • Psychosocial
    • Social Class
    • Lifestyle
  • RFM Analysis
    • Recency
    • Frequency
    • Monetary
  • Purchase Behavior
    • Last purchase date
    • Number of purchases
    • Purchase value
  • Web behavior
    • Visited your website
    • Viewed a product page
    • Submitted a web form
    • Accessed your online resources
  • Social behavior
  • Shared your message with others
  • Email behavior
    • Clicked an email link

Enhancing Customer Experience

  • Build dynamic content into your messages, automatically replacing entire sections based on each recipient’s unique behaviors, interests and needs.
  • Populate messages with peer reviews, customer testimonials and comments from social communities unique to each recipient’s interests and/or past buying history.
  • Create “if-then” messaging tracks within your email and nurture campaigns, sending contacts down different content paths depending on their behaviors.
  • Cross sell/upsell by recommending accessory items or complementary items for each product in cart

Landing pages found to be more effective elements to test than subject lines 2

Lead nurturing

  • 64% of marketers with nurturing programs are dissatisfied by the results6
  • Without effective nurturing, 79% of marketing leads never become opportunities6

Lead Nurturing provides highly relevant educational content to prospective buyers early in the buying process. Nurturing can build brand and product preference long before prospects are ready to buy.

Lead nurturing processLead Nurturing Process

  1. Better understand the intent of the leads, and where the leads are in their purchasing cycle
  2. Classify the leads on the basis of sales readiness
  3. Pass on hot leads to Sales enabling them to reach prospects who are ready to buy now, with a relevant solution
  4. Focus on nurturing leads, who have shown an interest but are not yet sales ready
  5. Nurture leads by informing and educating them with relevant information
  6. Run personalized and intent driven lead nurturing campaigns

SOURCE INFORMATION

  1.  2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive
  2. 2011 MarketingSherpa Email Marketing Benchmark Survey
  3. ExactTarget, 2008 Channel Preference Survey
  4. Forrester Research, The US Interactive Marketing Forecast 2007-2012
  5. Forrester Research (July, 2007)

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