5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington | Director, - PowerPoint PPT Presentation

5 STEPS TO EMAIL-MARKETING SUCCESS Ken Shillington | Director, Conversion Optimization & Account Management | FulcrumTech, LLC 215-489-9336 | kshillington@fulcrumtech.net

SUCCESS POINT #1: MEASURE EVERYTHING • List size • Active list (inactive list) • Open rates • Click-through rates • Conversion rates • Revenue • Profit • Return on investment (ROI)

SUCCESS POINT #2: BUILD A POWERFUL LIST Build it, always! • Ac.ve ¡list ¡size ¡ Permission based ¡61,000 ¡ ¡ • ¡60,000 ¡ ¡ (“expected”) ¡59,000 ¡ ¡ ¡58,000 ¡ ¡ Expect 25% attrition • ¡57,000 ¡ ¡ each year from ¡56,000 ¡ ¡ ¡55,000 ¡ ¡ unsubscribes, bounces, ¡54,000 ¡ ¡ and spam complaints ¡53,000 ¡ ¡ Don’t forget the • Look out if additions are inactives fewer than attritions!

SUCCESS POINT #3: DRIVE UP OPEN RATE • If ¡people ¡don’t ¡ open, ¡they ¡won’t ¡ act! ¡ • Know ¡the ¡drivers ¡ of ¡open ¡rates: ¡ • From ¡name ¡ • From ¡address ¡ • Subject ¡line ¡ • Preview ¡pane ¡ • Past ¡value ¡

SUCCESS POINT #4: DRIVE UP THE CLICK-THROUGH RATE § The body content drives the click! Can ¡you ¡read ¡this? ¡ § Be relevant and personal § Keep to a single purpose! § Give an offer with an incentive § Focus on being clear vs. persuasive (tell recipients what you want them to do) § Build credibility § Avoid too much copy § Emphasize hero shots § Don’t use reverse text

SUCCESS POINT #5: DEVELOP AND IMPLEMENT TEST PLANS § Know your goals. § Model the metrics and financials of your program. § Know the impact of each improvement. § Create a test plan: § Subject lines § Headings § Testimonials § Proximity of text to calls to action § List sources § Mailing frequency

FULCRUMTECH CONTACT INFORMATION Ken Shillington, Director of Conversion Optimization § & Account Management kshillington@fulcrumtech.net § @kenshillington § 215-489-9336 § http://www.fulcrumtech.net § Sign up for our newsletter today: § http://www.fulcrumtech.net/newsletter/ Sign up for ROI Goalsetter: § http://www.fulcrumtech.net/email-roi/

E-Mail Marketing & Marketing Automation Systems

About Me About Me • Marcie K. Weaver • 15 years working for a small software company • Managed marketing communications, multi-media and business development • Founded Composite Marketing • Passionate about technology

Marketing Automation? E-Mail Marketing vs.

What is the Same? What is the Same? • Both communicate with your audience • Both send e-mail • Both report on interactions • Both integrate social platforms

They are Similar They are Similar ✓ Lead Capture ✓ Basic Segmentation ✓ Email Templates ✓ Create and Send email ✓ Mass email delivery ✓ Automation and triggers ✓ Reporting and analytics

There Are Important Differences There Are Important Differences

Process Differences Process Differences Marketing Automation integrates all online activities and allows you to specifically target your audience based on their behaviors. Email Tools send the same or very similar e-mail to the entire list you select and offers analysis.

Data Retrieval Marketing Automation systems allow to have detailed insight into your audience behaviors. E-Mail tools are generally limited to click tracking and social shares.

Integration Integration Marketing Automation Systems integrate tightly with your CRM Email tools give weak or no integration to your CRM.

Action Action Marketing Automation allows you to take different actions based on prospect behavior. Email tools are limited to auto-responders and manual follow-up.

Marketing Automation is not for Marketing Automation is not for Everyone! Everyone!

Marketing Automation is Complex • Is it a good fit for your audience? • Do you have the resources to implement and manage?

Marketing Automation can be Expensive • Email marketing can start at $20.00/month. • Marketing Automation systems pricing vary’s widely from $400/month to $10,000/month.

Marketing Automation Requires More Content • Marketing Automation systems rely on content to drive your campaigns. • E-Mail marketing can be a periodic newsletter or a single message that is “freshened up” periodically.

What is Right for You?

Evaluating Email Marketing Tools Evaluating Email Marketing Tools • Email Creation tools • List building tools • Segmenting tools • Reporting tools • Vendor Deliverability Rate

E-Mail Marketing Vendors • • iContact MailChimp • • Benchmark Email GetResponse • • ExactTarget Mailgen • • Constant Contact Mad Mimi • • Campaigner GraphicMail • • Vertical Response Pinpointe • • StreamSend Orbtr* (for WordPress only)

*Hybrid • Watch for specialized tools that are somewhere in- between! • Sometimes much more cost effective, while giving you enough tools to increase efficiency • Great example is Orbitr for WordPress • Uses MailChimp for e-mail • Tracks leads through your WordPress website

Evaluating Marketing Automation Tools • Create your own checklist • Dive into deep details • Watch demos • Check references that have the same or similar needs.

Lead Capture Lead Capture • Form creation • Custom fields • Progressive profiling • Landing pages

Lead Nurturing Lead Nurturing • Campaign Designer • Data segmentation • Campaign Decision points? • Are there automatic triggers?

Lead Scoring Lead Scoring • Behavioral Scoring • Time-based scoring • Can you manually change scores? • Can a prospect have different scores for different products?

Email Email • E-Mail designer • Template designer • Personalized content • Deliverability!

Data Management Data Management • De-duplication • Custom fields • List updates

CRM Integration CRM Integration • Standard integration to your CRM • Cost • System synch frequency • Manual synch • Field Mapping • Record assignments

Segmentation Segmentation • Available on any fields? • Available mid-campaign?

Reporting and Analytics Reporting and Analytics • 80% Standard reports • Ease of creating custom reports • Web analytics • Drill down reporting • Report scheduling and delivery

Marketing Automation Tools and their Standard CRM interfaces • • Eloqua - Salesforce, Microsoft Dynamics, eTrigue - Salesforce, Microsoft CRM Oracle/Siebel • InfusionSoft • Marketo - Salesforce, Microsoft Dynamics • blackbaud • SilverPop - Salesforce, Microsoft Dynamics • Luminate • ExactTarget - Salesforce, Microsoft Dynamics • eTapestry • HubSpot - Salesforce, (Apps available to • The Raiser’s Edge others) • Genius - Salesforce

Thank You!

Rocky Mountain PBS Colorado Gives Day Email Marketing Strategy

2010 & 2011 Online Strategy 2010: 2011: • 1 eblast • 2 eblasts • Donate on CGD message • 52,800+ people (all but recent givers) • 8,000+ non-members • Schedule a donation message • 16% open rate; .57% CTR • 17% open rate; .16% CTR • 2 Weekly E-News ads • 54,000 people (all) • Other online promotion: • Donate today message • 1 Web tile ad • 16% open rate; .14% CTR • 2 Facebook posts • 1 Thank you eblast with survey • 2 Tweets • 550+ people, 72 responses (13% CTR) • 2 Weekly E-News ads • Other online promotion: • 1 Web tile ad • 2 Facebook posts before & 12 day-of* • 2 Tweets before & 9 day-of* • Banner ad on homepage day-of* *More posts than planned during due to CGD tech difficulties.

2012 Online Strategy • 2 eblasts + reminder How did you hear about t CGD? • “Schedule” message…with 60% 51.4% • Dynamic content varied to 50% 36.1% 40% 3 groups: 30% • Active 20.8% 18.1% 20% • Lapsed 6.9% 10% 1.4% 0.0% • Non-Members 0% Announcemen… Facebook and… I received an rmpbs.org or in Mountain PBS' Rocky Mountain PBS and saw… Colorado Gives told me about it. I saw a Public From another email from Day media… I saw Rocky family/friends • No open? Sent again. Rocky… I saw it on Rocky… I watched Service My • 17% open rate; .16% CTR • “Donate today”…with • Other online promotion: dynamic content, same groups • 1 Web tile ad • 20% open; .55% CTR • 8 Facebook posts • 1 Thank you eblast with survey • 13 Tweets • Banner ad on homepage • 830+ people • 68 responses (9% CTR)

The Results… Total Gross Revenue Total Contributions 837 $100,000 $92,161 900 $90,000 800 $80,000 700 583 $63,587 $70,000 600 $60,000 500 $50,000 400 $40,000 300 $30,000 $14,313 200 135 $20,000 100 $10,000 $- 0 FY11 FY12 FY13 FY11 FY12 FY13 Average Gift $111.00 $110.11 $110.00 $109.07 $109.00 $108.00 $107.00 $106.02 $106.00 $105.00 $104.00 $103.00 FY11 FY12 FY13