what's working now in b2b email marketing

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All About Email Live NYC | 12-Feb-2014 1

What’s Working Now in B2B Email Marketing

All About Email Live Breakfast | NYCFebruary 12, 2014

Jeanne S. JenningsVice President, Global Strategic Services

@JeaJen | www.JeanneJennings.com (blog)

http://www.jeannejennings.com/



Source: Email Marketing Benchmark Report, MarketingSherpa, 2013

@JeaJen202.365.0423



Overview

• List Growth

• Content Marketing

• Third-Party Lists

• Lead Nurturing

• Video

• Mobile

• Testing

• Analytics

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List GrowthWhat’s Working Now in B2B Marketing

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Case Study: Breaking Point

Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28, 2010

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Content MarketingWhat’s Working Now in B2B Marketing

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Source: B2B Content Marketing Report, Content Marketing Institute | MarketingProfs, January 2014

Just About Everyone…

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#3E-Newsletters

80%

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Source: Email Trends and Benchmarks Reports, Epsilon, 2010 through 3Q’2013

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But it’s not Easy…

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Case Study: Lead GenerationEmail Newsletter

Significant Leads Generated• Many from past clients that had been dormant for years

• Succeeded on value proposition alone; no incentive

Keys to Success• Prospect-centric approach

• Valuable, engaging content

• Showcased the key value proposition very well

Source: Client Case Study, JeanneJennings.com, Inc.

@JeaJen202.365.0423



Engaging ContentPassive

• Articles

• Interviews

• Book Excerpts

• Quotes

• Statistics

• Images

• Videos

• Events Coverage

• Case Studies

Interactive

• Quizzes

• Polls

• Questions

• Giveaways

• Social (“Join the Discussion”)• Blogs

• Facebook

• Google+

• LinkedIn Groups

Source: Sourcing Quality Editorial Content for Email Newsletters, Jeanne Jennings for ClickZ.com, August 6, 2012

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Content SourcingRepurpose

• Website Content

• Report Excerpts

• Industry• Articles

• Statistics

• Quotes

• Social Content• Blogs, Facebook,

Twitter

Create

• In-house Team

• Partners/Suppliers

• Industry Players

• Paid Writers

• Readers (User-generated Content)


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Identifying Key ContentWhat You’re Looking For

• Engaging for readers

• Informative or entertaining

• Address a problem or promote a desire the readers have

• Support your business goals

How to Find It

• Repurposing Content• Most Popular

• Hidden Gems

• New

• Timely

• Creating Content• What readers want to

know

• What readers should know


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Third Party ListsWhat’s Working Now in B2B Marketing

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Domestic B2B List Rental Rates are Dropping…

Source: List Price Index, Worldata via ListPriceIndex.com, February 2014

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Email Marketing toThird Party Lists -- Tips

• Rent – don’t purchase! Use a legitimate list broker

• Typically third-party lists perform no better than half as well as your house list, all else equal• But not always...

• If you’re looking to boost lead generation, test third party

• Test small quantities (20K per cell) of all lists before doing a bigger rental; used tried and true creative

• Look at cost per sale and/or ROI – not just cost per lead

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Lead NurturingWhat's Working Now in Email Marketing

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Email is the most effective tactic for lead nurturing

Source: Forrester Research Benchmark Report: How Top Marketers Do Lead Generation, Part 1, Act-on Blog, January 16, 2014

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It doesn’t have to be complex to work…

Source: Client Case Study,JeanneJennings.com, Inc.

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Lead NurturingCase Study: PRWeb

• Lead Nurturing• Many visitors signed up

for a free PRWeb account, but few went on to use the service

• No revenue is generated until the registrant uses PRWeb to send a press release

• Goal• Increase the free-sign-up

to paying-customer conversion rate

• Campaign Elements• Existing Website content • Triggered Email Welcome

Series• 4 effort series sent to all

new registrants over a 4 week period


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• Developing the Campaign Message Map• Key Features, Benefits and Advantages

• Reach beyond just journalists, also search engine visibility• Extensive tracking and reporting to quantify results

• Obstacles to Using PRWeb• Ability to write a press release• Determining which service level fit their needs

• Testimonials• Didn’t include these but should have!

• Incentive• Significant upgrade on first press release send

• Urgency• Deadline to quality for the upgrade



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• Results• Increase in attendance at the

New User Orientation Webinars

• More traffic to previously “hidden” help pages

• Significant lift in conversions from free registrants to paying users


Source: Client Case Study, JeanneJennings.com. Inc.

@JeaJen202.365.0423



VideoWhat's Working Now in Email Marketing

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Only 25% of Email Marketers have Used Video in EmailMost that don’t say it’s because they don’t have video content.

Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy Group, June 2013

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Source: Embedded Video in Email: Exploring Its Viability as a Marketing Tactic, The Relevancy Group, June 2013

But The Potential Benefits of Video in Email are Huge Increased click-through rates, more time spent with the email, viral potential

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Video in Email4 Questions to Ask• Do we have video content that could be included in an email?

• Create an inventory; repurpose where you can

• What content do we have that would lend itself to video presentation?• Think strategically• Video testimonials are working for a few of my clients

• What resources will you need to create video content?• It needn’t be expensive, but there is a cost

• Will recipients be able to view the video?• Forgo expensive technology for now; linked screenshots are just as

effective

Source: Four Tips for Including Video in Email, Jeanne Jennings for ClickZ.com, May 2009

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Video for Lead GenerationCase Study: VanillaSoft

• Video CTA• 65% clicks

• Only 10% leads

• 2% click-to-lead conversion

• Free Trial/Learn More CTA• 35% clicks

• 90% leads

• 28% click-to-lead conversion


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Video for Lead GenerationCase Study: VanillaSoftWhat are people doing on the video landing page?

• Exits/Next Steps

• Only 20% stayed for the full video


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Video for Lead GenerationCase Study: VanillaSoft

Visitors had to sit through the entire video before they were shown how to sign-up for a free trial


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MobileWhat’s Working Now in B2B Email Marketing

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Source: Mobile Maintains 51% Majority; Gmail Gains 3%, Justine Jordan for the Litmus Blog, January 9, 2014

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Responsive Design Usually Best…But Think it

Through

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TestingWhat’s Working Now in B2B Email Marketing

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15 Types of Email Tests1. Lists

2. Landing page elements (which could spur another list of 15 or more)

3. Completely new creative (multiple elements)

4. Preview pane view

5. Customization (targeted content)

6. Offer/offer copy/placement

7. Call-to-action copy/placement

8. General wireframe/layout

9. General copy

10. Personalization (data merge)

11. Subject line

12. From line

13. Design (fonts/colors/images)

14. Time of the send

15. Day of the send

Source: 15 Types of Email Marketing Tests You Should be Doing,Jeanne Jennings for ClickZ.com, April 15, 2013

My Challenge to You: Do One

Strategic Test a Month!

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AnalyticsWhat’s Working Now in B2B Email Marketing

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Advanced Analytics

Revenue/Conversion

• Return-on-Investment

• Revenue per Email

• Nudge Effect

• Conversion Rate from Non-Bounce Sent

Interim

• Open Reach Rate

• Click Reach Rate

• Frequency/Touchpoints

• Lifecycle Analysis

• Persona Analysis

My Challenge to You: Go Beyond

Opens and Clicks!

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Additional ResourcesWhat's Working Now in B2B Email Marketing

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Additional Email Marketing Resources | Free

Look for Jeanne’s column on email marketing every other Mondaywww.ClickZ.com

The daily email newsletter is awesomehttp://www.emarketingandcommerce.com/

The Alchemy Worx email newsletter;Read past articles and sign-up atwww.alchemyworx.com/emailworx/

@JeaJen to follow Jeanne@AlchemyWorx to follow the agency

@JeaJen202.365.0423

http://www.clickz.com/

http://www.emarketingandcommerce.com/

http://www.alchemyworx.com/emailworx/



Additional Email Marketing Resources | Paid

The Premier Email Marketing Association, part of the DMA; Resources and Annual Conference

www.EmailExperience.org

A Private Community for Email Marketers; Discussion Lists and Meetups (Feel free to say I referred you); Look for Jeanne’s monthly post on the blog

www.OnlyInfluencers.com

@JeaJen202.365.0423

http://www.clickz.com/

http://www.onlyinfluencers.com/



Alchemy WorxA 100% Email Marketing Agency• Services offered include strategy, creative, production and

deployment

• We are ESP agnostic – we handle deployment for many clients through a variety of ESPs

• Headquartered in London; US Headquarters in Atlanta

• Founded in 2001 by Dela Quist, CEO

• Jeanne joined the team in 2013, after having her own email marketing consultancy for 12 years

• Call us! We’d love to help make your email marketing more effective and more profitable

@JeaJen202.365.0423



What’s Working Now inB2B Email Marketing

All About Email Live Breakfast | NYCFebruary 12, 2014

Thank you so much for attending today!

Questions?

Jeanne S. JenningsVice President, Global Strategic Services202.365.0423 | [email protected]

@JeaJen | www.JeanneJennings.com (blog)

mailto:[email protected]

http://www.jeannejennings.com/

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