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Email Marketing (Lead Nurturing (Best practices (Learn how to build a…

- - - - Types
        
        Traditional
        
        Nurture
        
        Qualify
        
        Pass to sales
        
        Convert lead
        
        Sales-first lead nurturing
        
        Convert lead
        
        Sales connects
        
        Nurture
        
        Pass back to sales
        
        Lead Nurturing as a gatekeeper
        
        Convert lead
        
        Nurture
        
        Pause
        
        Try again
    - - Steps
        
        Decide who we would like to nurture
        
        Determine the goal
        
        Appropriate goals for lead nurturing
        
        Attend a webinar
        
        Download an ebook, guide, or offer
        
        Request a consultation
        
        View a case study
        
        Start a free trial
        
        Working out how our leads can accomplish that goal
      - Nurturing email types
        
        Trust establishes
        
        Additional downloads
        
        Goal action
        
        Breakup/goal action
    - - Send emails based on triggers
      - Steps
        
        Track how people interact with your business online
        
        Determine the important actions a user might take
        
        Start a conversation with a user based on that behavior
- - - - Emails sent
      - Emails delivered
      - Open rate
        
        Factors that impact open rate
        
        From name
        
        From email address
        
        Subject line
        
        Strength of your brand
        
        Content and message of email
      - Click through rate
        
        Factors that impact click through rate
        
        Convincing email copy
        
        Good email design
        
        An effective call-to-action
        
        The quality and value of the offer
      - Conversion rate
    - - 22.5% of your email marketing db will decay every year on average
      - Combat grey mail
      - Bounce rate
    - - Equation
        
        ($Additional Sales Made - $Invested in the campaign)/$Invested in the campaign X 100 = ROI
- - - - Contact definition
        
        Anybody your company communicates with in the course of doing business
      - How
        
        Upload all current business contacts
        
        Track contacts as they move through the buyers journey
        
        Set up and maintain integrations with other software
        
        Keep your data clean
      - Create custom contact properties
        
        No two business are alike
        
        Ask yourself
        
        How can sales people have a personalised and contextualised conversation with prospects?
    - - By buyer personas
      - By where the prospect is in the buyers journey
      - Company related segmentation
        
        Company size
        
        Company type
        
        Industry
      - Role related segmentation
        
        Department
        
        Seniority
        
        Function
      - Behavioral related segmentation
        
        Conversion events
        
        Email opens
        
        Page views
      - Marketing intelligence related segmentation
        
        Social media data
        
        Original source
        
        Web analytics
    - - Explicit data definition
        
        Information that is intentionally shared between a contact and a company
        
        Examples
        
        Contact info
        
        Company info
        
        Form submission data
        
        Surveys
      - Implicit data definition
        
        Information gathered from user behavior
        
        Examples
        
        Social media engagement
        
        Email engagement
        
        Web analytic history
        
        Conversion data
  - - - Subscriber lists
      - Leads list
      - Customer lists
      - These lists ensure that the right person gets the right message at the right time
        # # #
      - Personas
      - Build lists that track engagement with key offers
      - Challenges
      - Goals
      - Engagement based lists
        
        Everyone who has visited your blog in the last 90 days
        
        All leads who have visited your pricing page
        
        All leads who have opened an email in the last 30 days
        
        All leads who found out about you through a specific source
      - Measure email health lists
        
        Contacts who have unsubscribed
        
        Contacts who have bounced
        
        All ineligible contacts
        
        Contacts who have not opened an email in the last year
- - - - The only way to write a great email is with a clear goal in mind
        
        5 important questions to ask
        
        Who
        
        Audience
        
        Great content that isn't relevant to the recipient won't get read
        
        What
        
        When
        
        Sending the right content to the right person at the wrong time is not a recipe for success
        
        Where
        
        Where is your audience going to read your email?
        
        Why
        
        Why are we sending this message?
        
        How
        
        How will we know if we've met our goals?
        
        Clicks and opens are not appropriate primary goals for an email send
        
        Identify a clear action that can be quantified
        
        Webinar registrations
        
        Whitepaper download
        
        Subscribing to a blog
    - - Crafting a great subject line
        
        Shorter is better
        
        6 - 10 words is best
        
        Front load important words or key phrases
        
        Avoid salesy language
        
        Eg. Free, % off
        
        Keep it straightforward
        
        Simple question or statement works best
        
        Personalise when appropriate
        
        First name, last name, location based data
        
        Mix it up
        
        Creativity
        
        Test every subject line
      - Tips when choosing your from name and email address
        
        Use a company address, not a free webmail account
        
        Don't send emails from no-reply
        
        Use an address that indicates the purpose of the send
        
        Customer lifecycle should dictate who the email comes from
      - Preview text
        
        What is it?
        
        The snippet of copy that is pulled from the copy of your email. It is especially important on mobile
    - - Without a focus on great copy your readers will have a hard time finding value in your email
      - How to write effective email copy
        
        Write for scannability
        
        Use the right tone
        
        Buyer persona
        
        Buyers journey
        
        Ask yourself
        
        Will this resonate with the person I'm trying to reach? # #
        
        Personalise when appropriate
        
        Make it readable on any screen
        
        Proofread, proofread, proofread
        
        Mix it up
      - Calls to action
        
        Ask yourself
        
        What do I want the reader to do?
        
        Create ZERO confusion
        
        Be explicit with CTA copy
        
        Why should they do it?
        
        How will they know how to do it?
        
        Make each component of your email a CTA
        
        Link images to the offer
        
        Hyperlink the appropriate copy in the email
        
        Edit alt-text of images and CTA's
        
        Modify preview text
    - - Send a test to yourself. Check it on your computer and phone
      - Try to read your email without images
      - Click on all of the links
      - Make sure your unsubscribe link is working
      - Check to see if there's a plain text version
      - Test your email in popular apps and programs
        
        Google
        
        Android
        
        iOS
        
        Outlook
    - - Images in B2B vs B2C emails
        
        General rule of thumb
        
        B2C
        
        People want to see features, colors, textures, and more. Images let people see the product
        
        B2B
        
        Use 1 or 0 images so as not to distract people from converting
- - - - Every part of your email should support the goal you've selected
    - - Email copy is one of the few factors a marketer can control completely
      - How you structure and design your content is just as important as what you say
        
        Best practices
        
        Write for scannability
        
        Use the right tone
        
        Personalise when appropriate
        
        Proofread, proofread, proofread
        
        Communication with design
        
        Use headers and subheaders
        
        Use font, bolding, italics, numbers, colored text, but not underlined
        
        Be deliberate about the top 25% of your email
        
        If you are going to use multiple calls-to-action, stack your content
        
        Reduce information density
        
        Include white space
        
        Less is more
    - - Email layout design guidelines
        
        Provide a link to an online version
        
        600 pixels is the ideal width
        
        Lean away from HTML/CSS-based positioning
        
        Stick to table-structured positioning
      - Email images and styling tips
        
        Add alt text to your images
        
        Avoid creating your email as a single image
        
        Avoid using background images
        
        Don't use externally-referenced CSS
        
        Define the width and height of your images
      - Facts about mobile + email
        
        54% of emails are opened on mobile
        
        Designing for mobile devices
        
        Use mobile friendly templates
        
        Move your CTA above the fold
        
        Put the navigation in the footer
        
        Font should be minimum 14pt font
        
        Avoid the "wall-of-text" by using line breaks
        
        CTA should be at least 44 x 44 pixels (size of a thumb press)
        
        81% of smartphone users say email is the most popular activity they use their phone for
        
        When asked, 41% of readers say they wanted emails that can clearly be read on smartphones
- - - - How did users come to be on our list?
        
        Do I feel good about the source of this list?
      - Respect the trust people put in you to send messages to their inbox
    - - Did someone at the company ask the person you are about to email for permission?
        
        Keep integrity
      - People DO NOT like surprises
    - - Do the people on your list expect you to email them?
      - Hold yourself and your emails to a higher standard
  - - - Clicks
      - Opens
    - - Churn
        
        Contacts you've lost
        
        Email bounces
        
        Recipient bounces
        
        Have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces
        
        Content bounces
        
        Have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was no good
        
        Reputation bounces
        
        A system between you and the recipients mailbox made a judgement call based on your reputation and refused to deliver the message. The bounce codes are either 571, 554, or sometimes 471.
        
        Temporary bounces
        
        Also know as "soft" bounces. Aren't quite sure what to make of the email, so they take a wait and see approach.
- - - - Segment db
        
        Good email optimization starts with a well segmented db
      - Identify opportunities in your funnel
      - Design experiments
      - Prioritize the experiments