B2b Email Marketing - Tamara Gielen

B2b Email Marketing - Tamara Gielen

• 1.
  Building a SuccessfulB2B Email Marketing ProgramTamara Gielen | @tamaragielen
• 2.
  Goals & Objectives
• 3.
  Goals & ObjectivesWhatdo you want to achieve?What does success mean?Who is your target audience?
• 4.
  Contact strategyWhich arethe key moments of truth?What is a typical customer journey?Where can email help drive prospects forward?
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  Content strategyWhich typesof content will you use?Where will you source the content?When & how will you send which content?
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  List growth strategyWhois your ideal subscriber?How can you help them NOW?Where do they go for information?
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  Key sources foropt-insPrimary focusYour websiteAll marketing communication initiativesAll touch pointsSocial mediaPPCSecondary focus3rd party list rentalCo-registrationPartner agreementsThere are no shortcuts!
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  Some thoughts onlist growthList quality depends on source & incentiveUse single or double opt-in depending on sourceIf you're spending a ton of money on driving traffic to your website, at the very least convert that traffic into an opt-in
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  Design skillsWhat doesthe email look like in different clients?Is the message clear with images off?Text or html?
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  Writing skillsIs itclear what the reader needs to do?Is the content scannable?Is the content digestable?
• 12.
  Handy email checklistWantto receive this handy checklist for sending email campaigns?Send an email to:[email protected]
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  Database skillsHow canyou segment your database to ensure maximum relevance?Which insights can you leverage to better target the message?Can you trigger messages based on profile data?
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  Analytical skillsWhat workedand what didn’t?Which metrics will I show my management?Hint: they don’t care about opens & clicks!You can’t optimize what you don’t measure!
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  Testing skillsIncrease responseby testing continuously.Track, document and share your testing resultsThe key success metric should have a domino effect on the actions that follow
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  What to test?
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  Sender reputationUse theright infrastructure to send your emailsSet up SPF, Sender ID & DKIMDon’t behave like a spammerWhy good email marketing gets blocked as badhttp://deliverability.eventbrite.com use discount code: b2bnl
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  Deliverability white paperIfyour emails don’t make it to the inbox, you can can test and optimize all you want, it won’t matterRequest a copy of this deliverability white paper:[email protected]
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  Some parting thoughtsUsebuyer personas and target content to them specificallyCreate an editorial calendarmap out all the campaigns you plan to send in the next 6-12 monthsAutomate as much as possible
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  Triggered emails perform3-5x betterUntargeted broadcast emailsOpen rate: 20%Click-through rate: 9,5%Conversion rate: 1,1%Triggered from user actionsOpen rate: 27%Click-through rate: 9,3%Conversion rate: 2,3%Targeted with web click dataOpen rate: 33%Click-through rate: 14%Conversion rate: 3,9%Dollars generated per monthSource: Jupiter Research, 2006
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  Email marketing coursesIn-companyworkshops & coursesOnline coursesPublic cursussenFor more information:[email protected]
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  Email marketing consultingAdvice,training & coachingNewsletter, campaign and program audits & optimizationDeliverability supportCampaign managementDesign & production of email campaigns
• 23.
  Questions?Connect with me:Email: [email protected] Phone: +32 477 666 930Website: www.tamaragielen.com LinkedIn: be.linkedin.com/in/tamaragielenSkype: tamaragielenTwitter: @tamaragielen