Direct Mail Digital Marketing Sales Tools Funding Data Creative Services. Using to drive multi-channel engagement.

Transcription

1 Direct Mail Digital Marketing Sales Tools Funding Data Creative Services Using to drive multi-channel engagement November 6, 2013

2 Introduction of Presenter Jill Jones Subject Matter Expert, Net Atlantic Net Atlantic is an ESP that offers SAAS on a hosted platform, allowing clients to create, send, share, track and manage . Jill works closely with customers to determine how Net Atlantic s products can best serve their unique needs. In addition, Jill creates deeper understanding of marketing trends through the delivery of webinars and speaking engagements.

3 Multi-channel Engagement Jill Jones Subject Matter Expert

4 What is Multi-channel Engagement?

5 A new set of rules Centered on What is Are Multi-channel you ready? Engagement? Combines all online methods Maintains continuous touch

6 Marketing Drives Multi-channel Engagement

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8 W E LCOME

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13 ties it all together

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16 56% of businesses say they plan to increase their use of marketing in ~ Source: The small and midsize business marketing survey, 2013

17 Have Them At Hello

18 Track visitor behavior

19 Clicks Opens Views Track visitor behavior Bounces Forwards

20 Actively Potential Identify Lapsed Engaged the major Subscribers segments

21 Make It Personal Using Automation

22 Action Action New Lead Welcome Action Manual Sales Segment Revenue <$10M/yr Revenue >$10M/yr

23 Action New Lead Segment Revenue <$10M/yr Revenue >$10M/yr Action Welcome Action Manual Sales

24 Trigger Action Action Click through Qualify Lead Action New Lead Segment Revenue <$10M/yr Revenue >$10M/yr Welcome Action Manual Sales Open No Open Action Whitepape r

25 Action Trigger Clickthrou gh Action Qualify Lead Segment Welcome Open Action Action Unprecedented Revenue Detail <$10M/yr No New Lead Action Open r Revenue >$10M/yr Manual Sales Whitepape

26 Improves relevance Raises conversions Trigger Clickthrou gh Action Qualify Lead Increases Action revenue Trigger Welcome Open Action Action Unprecedented Revenue Detail <$10M/yr No Whitepape New Lead Action Open r Revenue >$10M/yr Manual Sales Seamless & organic Limited only by data & creativity

27 Action Action Trigger Trigger Delay Delay Action Action Action Action Open Click through No Open Ready to Buy Not Interested Three Days Seven Days Qualify Lead Qualify Lead More Info Trigger Trigger Action Action Action Action Delay Action Delay Action Open No Open Open Clickthrou gh No Open Register Confirm Qualify Lead Qualify Lead Follow Up Seven Days Reminder Seven Days Webinar Webinar Download Clickthrou gh Segment Action Existing Member New Member View Web Demo Welcome Survey Fourteen Days Whitepape r

28 Ride The Lifecycle

29 People change Businesses change Needs and Interests change Unite audience & message

30 Dear Robert, Gregory, Marcia, Pete, Janice, Cindy, %%firstname%%,

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33 How to Best Serve Subscribers Through the Entire Customer Lifecycle Jeffrey Rice, MECLABS, and Adam T Sutton, MECLABS ~ MarketingSherpa 2/16/2012 2,100% 800% 50% Eight higher Two-thirds out rate clickthrough open of of than ten rate customers general rate than participants than what s general learned tried s something about Microsoft a new MS feature Office considered new industry standard

34 Do you track customer activity online?

35 Create Targeted Segments To Raise Response

36 Use data to its full potential Make segments dynamic Use multiple factors No more watering down messages Keep the customer in charge

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39 Relevancy raises ROI

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41 Keep It Short And Sweet

42 It takes discipline Keep the acquisition path clear Run campaigns more often Scale down the message Increase impact

43 1. 2. Thank you for joining us! We are glad you registered for our latest update about our products and services. Read More >> View our newest video Learn about our product that helps you increase revenues and reduce costs. Read More >> Thank you for joining us! We are glad you registered for our latest update about our products and services. Read More >> View our newest video Learn about our product that helps you increase revenues and reduce costs. Read More >> 3. Have you heard? It will help you raise the value of your marketing campaigns exponentially. Read More >> 3. Have you heard? It will help you raise the value of your marketing campaigns exponentially. Read More >>

44 1. 2. Thank you for joining us! We are glad you registered for our latest update about our products and services. Read More >> each opportunity View our newest video Learn about our product that helps you increase revenues and reduce costs. Read More >> 1. Amplify 2. Thank you for joining us! We are glad you registered for our latest update about our products and services. Read More >> View our newest video Learn about our product that helps you increase revenues and reduce costs. Read More >> 3. Have you heard? It will help you raise the value of your marketing campaigns exponentially. Read More >> 3. Have you heard? It will help you raise the value of your marketing campaigns exponentially. Read More >>

45 Do you segment your audience?

46 Keep Your Eyes Wide Open

47 Know your customers Discover new ideas Understand pain points & needs Optimize customer service Gain a competitive edge

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49 Improve loyalty & retention

50 Get Continuous Permission

51 Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. ~ Seth Godin Author, Entrepreneur, Marketer and Public Speaker

52 ISPs identify SPAM Strong lists raise response Strengthen compliance Improve deliverability Some might opt out Engage the ones who say Yes

53 Ex. 1: Confirm above text

54 Ex. 2: Confirm within text

55 Deliver Support Services

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57 Proactive approach Continuous touch Expand relationships Don t wait for angry calls We are here and we are engaged.

58 Unleash The Power of

59 ties it all together

60 Deliver targeted information Understand needs & interests Captivate Drive Business ties your it all Audience together Forward Raise participation Build trust Deepen relationships

61 fuels Multi-channel Engagement

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63 About Net Atlantic

64 High Deliverability Powerful Tracking & Reporting Automation Marketing Suite Dynamic Segmentation Professional Services Dedicated Servers