CONTENT + CONTEXT =
INBOUND EMAIL
MARKETING
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1
2
8/5 - Designing an inbound email experience
8/12 - How to build inbound emails
8/19 - Review of customer emails
Mark Kilens
@MarkKilensNiti Shah
@NitiFromBoston1 Why you should use email marketing
2 How to do email the inbound way
3 What makes emails effective
WHY YOU SHOULD USE
EMAIL MARKETING
.
“Email marketing is…”
“Email marketing is…”
SPAMMY
OUTBOUND
“Email marketing is…”
SPAMMY
OUTBOUND
OLD SCHOOL
Email can be one of your
most effective channels when you
use inbound best practices.
95% of online consumers use email; 91% check email at least once a day. Email has longer lifespan than social media.
77% of consumers prefer email for marketing communications. Email lets you be highly personal.
Email marketing has an ROI of 4300%.
1 There are more than 3.2 billion email accounts today.
6 2 3 4 5
6 REASONS EMAIL IS
AWESOME.
HOW TO DO EMAIL
THE INBOUND WAY
.
Convert new leads
You can use it for every part of the
Inbound Methodology:
1 2
3
Close leads into customers Delight customers
People like to share
content they like.
That includes email.
Send relevant
content to the right
segments to increase
engagement.
Examples
OPTIMIZE YOUR EMAIL FOR SHARING
MAILTO LINKS
FLICKR RICHARD.ASIA
When a lead forwards your email to
someone, you gain the power of social proof.
Encouraging referrals from existing leads helps you generate new ones.
When you segment lists and
tailor
emails to
each lead, they’ll be more engaged.
Build a relationship with your
new leads by being helpful.
Listen
to your existing leads
to trigger email nurturing based
Lead receives an email from you asking if they have any questions about pricing.
Their sales rep
receives a notification that they’ve viewed the pricing page.
Continue to engage customers
by sending helpful resources
and customer-only extras –
Communication & education
is key to delight.
FLICKR USER THE BROKEN ONE
Email is a cost-effective way to strengthen
relationships with customers, upsell products,
and help with customer retention.
Right Content
Right Audience
Right Timing
SUCCESS
This is where segmentation comes in.
Determine who your audience is
HOW TO SEGMENT YOUR DATABSE.
1 2 3
Determine your audience’s lifecycle stage Choose your segmentation criteria
BUYER PERSONAS
• Who are your ideal customers? • What are their interests?
• What are their pain-points
• What are their behavior patterns? • What are their motivations?
Example: Marketing Mary
• 25-40 years old
• Marketing manager or director
• Doesn’t have time
• Struggles to align marketing channels
2
DETERMINE YOUR
AUDIENCE’S
LIFECYCLE STAGE.
The content you send is dependent on where your audience is in the
Awareness
The content you send is dependent on where your audience is in the
Awareness
Consideration
The content you send is dependent on where your audience is in the
Awareness
Consideration
Decision
The content you send is dependent on where your audience is in the
3
CHOOSE YOUR
More criteria = more targeted lists.
More criteria = smaller list sizes.
It’s vital to find a sweet spot between
targeting the right audience and
FLICKR _HADOCK_
ROLE
Department Seniority
FLICKR _HADOCK_
LIFECYCLE STAGE
Subscriber Lead Opportunity Customer Promoter / EvangelistFLICKR USER _HADOCK_
FIRMOGRAPHIC
Company size Company type Industry Department sizeFLICKR _HADOCK_
BEHAVIORAL
Conversion events Email opens
FLICKR USER IRON RODAR
GEOGRAPHIC
SEGMENTATION
IP Area Time Zone Area Code AddressFLICKR ROBERT S. DONOVAN
MARKETING
INTELLIGENCE
# of Twitter followers # of Facebook fans SEO search terms Website Pages TechnologyFLIICKR USER MOHAMMED ALNASER
Some leads are
never
going to close.
But they still
love
you!
FLICKR IRON RODART – ROYCE VAIR (“STAR SHOOTER”)
LET THEM SPREAD
THE LOVE.
Evangelists Influencers Students
FLIICKR USER ROSEMARIE HUGHES
Your list
decays
at 25% a year.
A list with 10,000 contacts will only have
5,625 viable contacts in 3 years.
FLIICKR USER HEGARTY_DAVID
Emailing purchased lists increases your chances of being marked as
SPAM & decreases deliverability rates.
FLICKR USER REMON RIJPER Say goodbye to unengaged leads. Suppress them from your segmented lists.
FLICKR USER REMON RIJPER
Example: leads who haven’t
opened an email in more than 1 year.
FLICKR USER @NOTNIXON
Suppress other lists that receive emails in the
same timeframe.
You don’t want to send them double emails.
39% 34% 28% 24% 24% 24% 21%
Increased Open Rates Greater Email Relevance Lower Opt-Out/Unsubscribe Rates Better Deliverability Increased Sales Leads Greater Revenue
Greater Customer Retention % of
respondents
EMAIL LIST SEGMENTATION RESULTS
WHAT MAKES
EMAILS EFFECTIVE
.
The right content + context
What makes an email perform well?
1
Emails should
add value,
• Videos
• Blog posts
• Slideshares
• Free Tools
• Ebooks/Guides
Send persona-aligned content based
on The Buyer’s Journey.
• Webinars
• Case Studies
• FAQ Sheets
• Product Whitepapers
• Third-Party Reviews
Send persona-aligned content based
on The Buyer’s Journey.
• Free Trials
• ROI Reports
• Product Demos
• Consultations
• Estimates/Quotes
Send persona-aligned content based
on The Buyer’s Journey.
IDENTIFY A SPECIFIC GOAL:
• Generate new leads: enable sharing
• Follow up on offer download: kickback email
• Collect audience feedback: surveys
• Increase program awareness: informative copy
• Nurture leads further down The Buyer’s Journey: resources
• Facilitate sales process: CTA such as “call us”
Come back next week!
Same time, same place.
NEXT STEPS
1. To be successful at email marketing you need to send the right content to the right person at the right time.
2. Segment your contacts database to increase engagement and deliverability.
3. Balance segmentation with feasible list size.
RESOURCES
• Anatomy of a Five Star Email
• Science of Email Marketing 2014
