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Jon Miller
VP of Marketing, Marketo
jon@marketo.com
Email Marketing Goals and Challenges
Companies use email marketing for everything from education to building brands to driving revenue. However,
satisfaction with email marketing tends to lag its importance - perhaps because of ongoing challenges with
getting noticed in the inbox, measuring results, and managing campaign complexity.
Rank your top goals for Email Marketing
You Average
#1 Website traffic Lead generation
#2 Lead generation Online sales
#3 Education Offline sales
#4 Website traffic
#5 Branding and awareness
#6 Education
5 You
Average
Top Performer
4
Satisfaction
1
1 2 3 4 5
Importance
Not surprisingly, Top Performers are more satisfied with their email marketing results than the average survey
participant. This is because they are seeing the efforts of their best practices pay off in tangible results that
support revenue growth.
In the tips sections that follow, you'll learn best practices to raise your performance and create an email
marketing strategy that engages your prospects, converts customers, and increases marketing ROI.
Testing
An effective email testing strategy can help increase open, click, and conversion rates by improving the
relevance of your marketing messages. You can test subject lines, copy, graphics, calls to action, frequency,
timing, and more.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
As a Top Performer in this category, your email testing techniques enhance your email marketing, and you plan to
continue fine-tuning your tactics even more. Keep it up' Here are some suggestions for continuing to see value in this
area:
Start simple by testing subject lines and headers. It doesn’t take a lot of time or creative work to create simple
variants here, but the return can be significant.
Test one element at a time, so you can actually measure the impact of the variance.
Consider the time of day as well as the day of the week when testing your email campaigns.
Keep a log of all your tests so you can refer back to the specific variables that were tested – and more importantly
what you learned.
Don't forget that small differences can be significant if your sample sizes are large. Here’s a post with more
information about testing statistics: The Ultimate Guide to Test Statistics at www.marketo.com/bem-teststats.
See sample test results in this blog post: The Secret to Email Marketing Success: Testing at
www.marketo.com/bem-testing
Run tests on groups that are small but large enough to determine a clear winner. Then incorporate the winning
variables into your larger mailing.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You see the direct connection between your use of Dynamic Content and bottom line results. Here are ways
to increase the value your Dynamic Content delivers even more:
Develop buyer and customer personas and align them with the content in any email message.
Don't customize for the sake of customization - focus on varying the content that your personas will
most care about.
Work on your data quality to ensure that the fields you use to customize messages are accurate.
Plan ahead of time, since creating dynamic content requires more creative and testing.
Review all versions created by dynamic content before sending to ensure there aren't mistakes.
Consider customizing based not on demographic and firmographic information (such as industry), but
on behavioral information as well: email click activity, website behaviors, revenue cycle stage, lead
score, etc. This can be even more important for improving the relevance of your emails.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You don't segment your emails as frequently as other marketers and don't enjoy as much ROI as a result.
Consider improving the strategic value of your email marketing with more effective segmentation:
Segment your audience based on demographic and firmographic attributes such as industry and title.
Even more importantly, segment based on where the prospect is in the buying cycle: early-stage, mid-
stage, late-stage, or customer. Prospects that are actively engaged with sales should get different
message from those you are trying to develop.
Consider segmenting your audience based on how frequently they interact with your messages (opens
and clicks). This can help you know how often to send.
Evaluate your lead database and create segments based on lead source or profile information for your
marketing campaigns.
Try more advanced ways to segment your email lists by combining demographic information with
behavioral data. Knowing what web pages the prospect has visited, what content they've read – even
what they’ve said on social sites - can help you to send them the right message at the right time.
Also consider a subscription center where your audience can subscribe to different topics and
frequency of communications.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You don't use drip campaigns often nor consider them to be very valuable. However, on average all survey
respondents indicated drip campaigns can impact their ROI. Here are some ways you can do the same:
Create a normal and an accelerated nurturing program. Allow leads to choose which path they will
participate in or use online behavior to determine if a prospect should be moved to the accelerated
nurturing path.
Test the order the prospect receives the messages you are sending.
Each email in your nurturing program needs to be updated and improved on a regular basis.
Stay ahead of the drip, adding to your nurture campaigns before your prospects or customers
consume all your nurture content.
Check out the Marketo Definitive Guide to Lead Nurturing at www.marketo.com/bem-nurture
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You rarely use Triggered emails, and therefore rarely see many results. Top Performers report higher ROI
than you do, so here are some suggestions to improve the value of your Triggered emails:
Automate send processes for repetitive emails (for example, event confirmations).
Utilize triggered emails to notify key stakeholders when key actions occur.
Listen to the way your segment responds and ensure your follow up is as relevant as possible.
Trigger follow-up campaigns based on social media interactions.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You are using Social Sharing and seeing the results. Here are some suggestions for continuing to increase
value received:
Include share, Facebook, LinkedIn and other sharing options in your email. Make sure these are
customized to the landing page and not put in email. Find out how in this blog post at
www.marketo.com/bem-share-directions.
Don't confuse follow us buttons with social sharing buttons.
Thank those that share your content in social media to encourage this behavior.
Track referral traffic from sharing activity.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You rarely use Text emails from a Sales rep and are not seeing the results. Top Performers report higher
ROI, here are some suggestions to get more value:
Create personalized email templates for the sales team and experiment with different calls to action
(download offer vs. follow-up call vs. scheduling a meeting).
Make it easy for sales reps to send emails that will track engagement by the recipient.
ROI Impact
Great
5
Increase You
Average
Moderate Top Performer
4
Increase
ROI Impact
Little
3
Increase
No Noticeable
2
Change
Decrease
1
1
Never 2
Rarely 3Often 4
Always 5
Frequency ofFrequency
Use of Use
You are using Custom Landing Pages but are seeing less value than average and Top Performers. Consider
these tips to increase your ROI:
Build landing page templates to make landing page creation easy to implement.
Optimize your landing pages to ensure the best results. Not sure where to get started? These landing
pages should be optimized first:
Lowest conversion landing pages
High bounce rate landing pages
High exit rate landing pages
Lowest time spent landing pages
Key pages (i.e., contact us, top offers)
Ensure email reader knows what content they will receive upon clicking on a link.
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Rather than sending the same campaigns to inactive prospects, it often makes sense to run specific
reactivation campaigns to attempt to "wake the dead". This is a great place to test and experiment - you
can't "kill them again".
What is your average conversion rate from known name to Marketing Qualified Lead?
Measuring how the prospect engages and then moves through the sales cycle from Marketing Qualified to
Sales Qualified to Opportunity and ultimately Close Won is critical to understanding the effectiveness of all
your Marketing programs. You indicated C.M.G has a conversion rate from known name to Marketing
Qualified Lead of < 5%.
30 45
20 30
10 15
0 0
Single opt-in Opt-out Don't know Single opt-in Opt-out Don't know
Double opt-in Other Double opt-in Other
Top Performers report a higher level of trust and a lower unsubscribe rate than the average.
You indicated that C.M.G generates contacts for email marketing via Forms on my website and Referrals
and word of mouth. Here is how this compares.
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It's great to see that you are primarily using high-quality methods of acquiring contacts for email marketing.
This can help improve your email deliverability and increase how much recipients trust your messages.
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Microsoft
Microsoft
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ACT&ap
How many employees in your organization help execute Email Marketing programs?
C.M.G has 11 - 20 employees involved with email marketing. Here's how that compares.
60 60
40 40
20 20
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1 6 - 10 21 - 30 > 50 1 6 - 10 21 - 30 > 50
2- 5 11 - 20 31 - 50 None 2- 5 11 - 20 31 - 50 None
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$1 $5,0 $10,0 $20,0 $50,0 $1 $5,0 $10,0 $20,0 $50,0
You indicated that C.M.G does not send emails regularly outside of your local region. Here’s how that
compares:
45 60
30 40
15 20
0 0
Yes No Don't Know Yes No Don't Know
1. Group your target customers. Use demographic information or BANT characteristics to segment
your audience. Develop profiles for each of your target audience groups.
2. Customize content for your unique buyer personas. Craft multiple email messages for each profile.
Dynamic content will ensure each email delivers information that engages your prospects and can
significantly improve your effectiveness levels.
3. Standardize your send information and email style. Increase the likelihood that email recipients
recognize your email by using a consistent “from name” and corresponding email address. Also,
standardize your branded emails with one shared style, so each email feels familiar.
4. Test for the best. Optimize your emails with testing to find the right subject lines, images, and content
for your buyer personas. By creating personalized email templates for your sales team, you can
experiment with different calls to action, such as download offers, follow-up calls, or scheduling a
meeting.
5. Deliver a straightforward call to action. Each email should communicate one clear call to action.
Otherwise, email recipients can become overwhelmed. However, it is advisable to repeat the call to
action multiple times.
6. Develop trust with opt-in functionality. Go beyond following CAN-SPAM rules to ensure every
recipient has opted-in to your email.
7. Identify the best time to send. Consider the time of the day as well as the day of the week when
executing your email campaigns.
8. Ensure deliverability by proofing campaign content in different email readers and troubleshooting
content that may activate spam filters.
9. Optimize your email list segmentation with more advanced tactics that combine user demographics
with online behavioral data.
10. Implement improvements with automation. Take your efforts up a level by exploring more complex
automated email workflows for lead nurturing, such as triggers that send out emails based on lead
score.
11. Speed up your sales cycle by creating content for every stage. Develop standard emails that
communicate your key messages throughout all stages of your buying process. These take the form of
everything from educational emails vs. solution-oriented emails.
12. Schedule maintenance. Set aside time for keeping your database up to date and clean with de-
duplication, especially after you send emails.
The days of batch email marketing campaigns with low response rates are over. It's time to use targeted
email marketing with 1:1 dialogue marketing capabilities. These include drip campaigns with automated lead
nurturing and the ability to trigger follow-up activities. For example, imagine being able to send a campaign
and then automatically send a personal reminder a week later if the prospect did not open the first
communication. By segmenting and targeting prospects based on specific behaviors, such as whether the
prospect opened a prior email or visited a specific webpage, marketers can increase open rates by more
than 50% and increase conversion rates by more than 350% (Jupiter Research)'
With powerful yet easy B2B email marketing software from Marketo, B2B marketers can create, execute,
and measure sophisticated email dialogue campaigns with a simple drag and drop user interface.
How much more effective could your B2B email marketing be if you had the ability to manage relevant and
personalized dialogues with each and every prospect?
Increase lead conversion: Convert 400% more prospects into sales ready leads
Boost response rates: Raise open and click rates by segmenting lists and sending customers
messages specific to their profile, interests, and actions
Be more creative and strategic: Automate repetitive manual execution and analytics so you can focus
on creativity and strategy
Here’s how you can learn more or schedule your personalized demo of Marketo
Visit www.marketo.com
Call us at +1.877.260.MKTO (6586)
Email us at sales@marketo.com