email marketing tips and tricks
DESCRIPTION
Learn the secrets of email marketing that the pros use to generate new leads and convert them into business opportunities.TRANSCRIPT
Email Marketing 101
Karl Dias, Director of Sales, NetProspex, Inc.Patrick Wilcox, Enterprise Sales Manager, NetProspex, Inc.Mark Feldman, Director of Product Management, NetProspex, Inc.
Agenda The laws that apply, as well as some very common
misconceptions about B2B email marketing The do's and don'ts of B2B marketing via email Email creation and delivery. What works and what
doesn't? Statistics and expectations. What can you realistically
expect from email?
A Little Bit About B2B E-mail Marketing
Over $250 billion B2B spend driven / influenced by email in 2008 in the US --(Forrester)
80% of marketers say email is the strongest performing media buy with a higher ROI then search (Datran)
50% of marketers are now emailing prospects, not just customers. (Direct Magazine)
78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing Sherpa)
According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers
Of the firms polled:
◦ 72% send e-mail to customers 10% increase over 2007
◦ 50% to prospects 9% increase over 2007
◦ 55% of those who use email for marketing plan to increase their budgets for it next year. Source: Center for Media Research, June 4. 2008
http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm
“You cannot send an email solicitation without and individual opting in to your E-mail list. The CAN-SPAM act says so!”
WrongWrong
MythMyth
LieLie
Spam Spam Spam
CAN-SPAM Facts for Business The CAN-SPAM Act: Requirements for Commercial Emailers
The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.
CAN-SPAM Provisions
1. It bans false or misleading header information
2. It prohibits deceptive subject lines 3. It requires that your email give recipients
an opt-out method 4. It requires that commercial email be
identified as an advertisement and include the sender's valid physical postal address
See the FTC Web site at www.ftc.gov/spam
Or call toll-free, 1-877-FTC-HELP
1-877-382-4357)
First the message and the do's and don'ts of B2B marketing via emailThe Don'ts:
***EXCE$$!VE ***PUNCTUATION!!!!! Or CAPITALIZATION
Stay away from SPAM Filter Catch Words:Free, Viagra, Guarantee, Credit Card, Sex
Don’t use long URLs in your emails – Use Hyperlinks
Don’t use cluttered layouts, keep it clean and simple!
Don’t just send one big image
Excessive use of "click hereclick here“, especially in all capital letters
Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo
And Now…
The 10 Must Do’s:1. Create a compelling or interesting subject
line2. Test, test, test and test again3. Think above the fold4. Have a specific call to action5. Personalize where possible6. From: [email protected] or [email protected]. Stay consistent with branding or style8. Keep it simple9. Track your results10. Start with a good list and Keep it clean
Email creation and delivery. What works and what doesn't?Decide what format your email will be. RichRich or plain
text RyanI am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you the tool, and set you up with a guest account for you and your staff at ABC Co. to evaluate. Ryan what is your schedule like this week, we only need 5 or 10 minutes.
Cheers,
Patrick WilcoxAccount [email protected]
Rich/HTML The Good & the BadRich/HTML The Good & the Bad
**Rich interesting colorful Rich interesting colorful
text and picturestext and pictures
*Easy to understand *Easy to understand
clear messagingclear messaging
**Clearly a broad based Clearly a broad based
advertisementadvertisement
*Not personalized*Not personalized
**Not targetedNot targeted
Plain Text the Good & the Bad[[firstname]],I am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you and your staff at [[company]] the tool, and set you up with a guest account for you to evaluate. [[firstname]] what is your schedule like this week, we only need 5 or 10 minutes.
Cheers,
Patrick WilcoxAccount [email protected]
*Highly personalized*Highly personalized
*Targeted*Targeted
*Plain*Plain
*Needs to be short and *Needs to be short and sweetsweet
Delivery
Constant Contact www.constantcontact.com
Vertical Response www.verticalresponse.com
Gold Lasso www.goldlasso.com
New Media Gateway www.newmediagateway.com
www.genius.com
Tracking
See who opens, clicks, or responds in real time
Get test results instantly so you know which emails are working best
Assess prospect interest based on web site visit
Share best practice templates and send on behalf of others
Leverage that info & strike while the iron is hot
Results: What happened after you pressed send?
An introduction to B2B email marketing. If you have ever wanted to try your hand at email marketing to help increase your sales and grow your business, but have felt unschooled or afraid, this webinar is for you. Mark your calendar for Tuesday August 12th from 1:00pm-1:30 EST as NetProspex Director of Sales and email marketing pro, Karl Dias leads a free interactive webinar, E-mail Marketing 101
This 25 minute web event will cover:- The do's and don'ts of B2B marketing via email- The laws that apply, as well as some very common misconceptions about B2B email marketing- Email creation and delivery. What works and what doesn't? - Stats and expectations. What can you realistically expect from email?We will wrap up with a Q&A session.Attendees will receive a complimentary week's guest account to NetProspex that will include 100 daily record views and 200 downloadable records.
If you no longer wish to receive e-mail from Netprospex, please reply to Remove © 2006, NetProspex, Inc. 42 Weston St. Waltham MA 02453 ALL RIGHTS RESERVED
Here’s what happened
Sent 179,883Delivered 113,941 Views 12,266 for 6.82%5% is a good average
Hard Bounce backs 2,638 for 1.47%Preference: Plain Text 7Skipped: Domain Unsubscribe 4Skipped unsubscribe/ past hard bounces
61,659Soft Bounce Backs 4,833 for 2.69%Unique Clicks 1,001 for .97% .50% is average
Unsubscribe 481 for 0.27%
NetProspex Contains……
Over 2.6 million contacts Coverage into mid-management decision makers Unique coverage not available elsewhere More than 400,000 companies across U.S. &
Canada• 75% of contacts have email• 99% have phone numbers• 15% direct dial phones/extensions
What Sets NetProspex Apart?
Accuracy of data Email In-depth coverage mid-management decision
makers• 414,000 C-Level executives• 371,000 VP level• 316,000 Directors• 158,000 Managers
Highly transparent presentation of data Updated quarterly 78% accuracy - backed up by a 100% guarantee
All Searchable by Job Title or Job Function…
…Search by specific job title, job function or management level