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1 CONTENT + CONTEXT = INBOUND MARKETING We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 8/5 - Designing an inbound experience 8/12 - How to build inbound s 8/19 - Review of customer s

4 Mark

5 Niti

6 AGENDA 1 Why design and copy is so important 2 How to optimize your s 3 A/B testing and other important tools

7 1 WHY DESIGN & COPY IS SO IMPORTANT.

8 Have you ever gotten a really, REALLY bad ?

9 Maybe the formatting was atrocious

10 The copy was out of control BUY NOW! I m telling you this is the best thing ever. Why don t you believe me?

11 The personalization was all wrong Dear Ann

12 Bet you deleted that , didn t you?

13 Optimizing design & copy is key to engagement & conversion.

14 OPTIMIZING FOR MOBILE IS A MUST. 47%

15 3 PERSONALIZATION PAYS OFF. Over 75% of revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized s see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP

16 2 HOW TO OPTIMIZE YOUR S.

17 What should I optimize in an ? EVERYTHING!

18 Not to fear! We ll show you how in 12 simple steps.

19 12 BEST PRACTICES 1 Identify a specific goal 2 Personalize sender 3 Optimize subject lines 4 Personalize copy 5 Optimize images 6 Use multiple CTAs 7 Encourage sharing 8 Edit the plain text 9 Optimize for mobile 10 Keep it short 11 Say you, not I 12 Focus on benefits

20 1 IDENTIFY A SPECIFIC GOAL. Generate new leads: enable sharing Follow up on offer download: kickback Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down the funnel: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview

21 Goal: Generate Leads Main image communicates exactly what is in the download Main CTA is forward to a colleague mailto link NOT to download. Social sharing buttons to generate new leads

22 Provide download link to thank-you page Goal: Follow Up on Offer Download Utilize kickback s to go beyond just a simple follow-up

23 Goal: Facilitate Sales Process Short, personal message. Use 1 on 1- type CTA: no impersonal links Send from authority

24 Goal: Increase Program Awareness Lengthier if you target more engaged leads they will be more likely to read through this much text. Main CTA is an informative piece of content that aligns with your product. Is there someone else at the organization that would be a better fit for this ? Encourage forwarding.

25 2 SEND YOUR FROM A PERSON, NOT A COMPANY. Increase open rates by 2-5%

26 3 Optimize Subject Lines The longer the subject line, the lower the clarity of what s inside. The lower open rate translates to lower CTR. SOURCE: SCIENCE OF 2014, HUBSPO

27 3 Optimize Subject Lines Clarify what your audience is getting

28 3 Optimize Subject Lines Clarify what your audience is getting Show your intent

29 3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience

30 3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30%

31 3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5%

32 3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5% Free : Does not lower deliverability

33 3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5% Free : Does not lower deliverability Free : Lowers open rate by 10%

34 43 USE PERSONALIZATION. First name personalization increases CTR by 20%.

35 4 USE PERSONALIZATION. First name

36 4 USE PERSONALIZATION. Most relevant download

37 4 USE PERSONALIZATION. Company name

38 4 USE PERSONALIZATION. Sales rep info

39 5 Optimize Images Use an image compressor to decrease load time. Always edit the alt text Check how image renders in different clients

40 6 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs

41 6 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs Add CTA to Signature

42 8 USE EACH COMPONENT OF YOUR 6 AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to Signature

43 6 USE EACH COMPONENT OF YOUR AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to signature Modify preview text

44 7 ENCOURAGE SHARING TO GENERATE MORE LEADS.

45 7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL

46 7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL Personalize message when possible

47 7 ENCOURAGE SHARING TO GENERATE MORE LEADS.

48 7 ENCOURAGE SHARING TO GENERATE MORE LEADS.

49 7 ENCOURAGE SHARING TO GENERATE MORE LEADS.

50 7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Examples mailto links Social sharing buttons FLICKR USER BEN GREY

51 8 EDIT THE PLAIN TEXT. Use options tab Remove excess copy & links Clarify CTAs Simplify signature

52 9 OPTIMIZE FOR MOBILE Does the logo work on a smaller screen? Is the text legible? Does it zoom properly? Do images display correctly? Is the Call-to-Action functional?

53 9 OPTIMIZE FOR MOBILE Use responsive templates

54 9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile

55 9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile Set image to percentage of screen if desired

56 9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile Set image to percentage of screen if desired CTA is clickable

57 10 KEEP IT SHORT Law of diminishing returns: the longer the , the less likely it is to get fully read! Optimize for mobile, on-the-go reading Use the two swipe test: view your in mobile, can you read the whole with two swipes?

58 11 SPEAK DIRECTLY TO A PERSON.

59 12 FOCUS ON BENEFITS, NOT FEATURES.

60 3 A/B TESTING & OTHER IMPORTANT TOOLS.

61 A/B TESTING

62 A/B TESTING LETS YOU FIGURE OUT WHAT S EFFECTIVE FOR YOUR AUDIENCE RUN A/B TESTS FOR: Subject line optimization design Content Positioning Images Copy CTAs

63 SETTING UP YOUR A/B TEST 1. Create control

64 SETTING UP YOUR A/B TEST 1. Create control 2. Create A/B Test

65 SETTING UP YOUR A/B TEST 1. Create control 2. Create A/B Test 3. Change one component in the B variation

66 SETTING UP YOUR A/B TEST 1. Create control 2. Create A/B Test 3. Change one component in the B variation 4. Set A/B test winner for correct variable

67 SETTING UP YOUR A/B TEST 1. Create control 2. Create A/B Test 3. Change one component in the B variation 4. Set A/B test winner for correct variable 5. Set A/B split and test time

68 INBOUND CAMPAIGNS

69 ADD YOUR S TO A CAMPAIGN

70 SEE THE IMPACT YOUR HAD IN A MARKETING CAMPAIGN

71 DRILL DOWN TO SEE WHICH SEGMENTS PERFORMED BEST

72 ANALYTICS

73 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates

74 12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates

75 12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates

76 12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates Contact churn

77 12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates Contact churn Hard/soft bounces

78 12 ANALYZE YOUR RESULTS Analyze segment behavior: URL click popularity Unsubscribes vs, preference changes Social shares by channel CTA click rate

79 NEXT STEPS 1 Every audience is unique. Optimize for YOUR segments. 2 Keep subject lines and copy clear and concise. 3 Optimize for different screens, devices, and clients. 4 Use A/B testing, analytics and campaigns to measure effectiveness and make key decisions.

80 RESOURCES 1. How to Optimize Your s for Mobile Devices Examples of Brilliant Marketing 3. Essential Crash Course on Marketing 4. How to Create Newsletters That Don t Suck

81 QUESTIONS?

82 THANK YOU.

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