How to Engage Your Contacts Using Marketing

Transcription

1 How to Engage Your Contacts Using Marketing We will be starting at 2:00 pm EST. Use the Question Pane in GoToWebinar to Ask Questions! CHAT WITH US: 1 Using the question pane shown above 2 Use the hashtag #InboundLearning on Twitter

2 How to Engage Your Contacts Using Marketing 1/15 1/22 How to Manage Your Contacts & Create Lists How to Create Campaigns using HubSpot 1/29 How to Analyze Your Marketing

3 #INBOUNDLEARNING

4 HubSpot Training

5 Mark

6 Will Kavanagh IMC

7 AGENDA Why you must manage your contacts What makes a good list How to segment your contact database Webinar tasks

8 1 WHY YOU MUST MANAGE YOUR CONTACTS

9 Because of lifecycle stages

10 Close Delight

11 To reach your SMART marketing goals

12 Target the right buyer personas

13 Relevant information & messaging

14 Better experience

15 Segment of 1 MARK

16 Better results

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18 IT S ALL ABOUT BUILDING LASTING RELATIONSHIPS

19 2 WHAT MAKES A GOOD LIST

20 What Makes a Good List? Thorough list hygiene Understanding deliverability Maintaining opt-out lists Managing contact churn Removing unengaged contacts

21 1 THOROUGH LIST HYGIENE

22 PRACTICE GOOD LIST HYGIENE

23 Good List Hygiene Includes: Removing unengaged s based on data such as opens, clicks or website visit data Having an opt-in process Use Subscription Types

24 Why list hygiene is important Maintain reputation of your mailing IPs Avoid getting blocked or blacklisted by ISPs Keep your SenderScore high Boost performance metrics

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26 2 UNDERSTANDING DELIVERABILITY

27 DELIVERABILITY 101

28 What is Deliverability? The ability to get an into the intended recipient s inbox.

29 Deliverability 101: What you need to know CAN-SPAM Laws SenderScore Honey Pots Spam Traps

30 CAN-SPAM A Federal law created in 2003 that set standards for sending commercial s

31 RULES: 1. Legitimate physical address needs to be visible 2. Tell how one can opt out clearly 3. Even if you're paying someone to do your marketing, you are responsible! Not the person creating and sending for you

32 SPAM = >90% of all sent

33 What is SenderScore? A free service of ReturnPath. It s a reputation rating from for every outgoing mail server IP address.

34 How does SenderScore affect you? SenderScore gets it s data from ISPs like BellSouth, Comcast, etc. A low SenderScore means you have a harder time getting into a person s inbox It can take days or weeks to fix a low SenderScore >90 = Good = Something is wrong <50 =

35 What causes SenderScore to go down? Inconsistent volume of sends Being on one of the known Black Lists (approx. 50) SPAM reports (when someone labels your as SPAM ) Getting caught in a Honey Pot or Spam Trap

36 What s a Honey Pot? An set up for the sole purpose of tracking unsolicited s. If you harvest this in your own database and it, you could get stung! This is one of many reasons why you SHOULD NOT BUY LISTS!

37 What s a Spam Trap? An address that was once valid, but no longer is. REMEMER: 1. For a period of time, any that hits the address will return a hard bounce. 2. The mail server stops returning a hard bounce for the known bad address and instead accepts the message and reports the sender as a spammer.

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39 3 MAINTAINING OPT OUT LISTS

40 OPT-OUTS: Thanks, but no thanks!

41 Why Do People Opt-Out of Lists? Frequency of Content is no longer relevant or of interest Too much in general Content was never relevant to me Signed-up for one-time offer Found they could get the same or better information elsewhere

42 How to Minimize Opt-Outs Have a clear value proposition in opt-in process Optimize & test all components of your message not just the subject line! Segment your lists to match your priorities

43 4 MANAGING CONTACT CHURN

44 Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K

45 Hard Bounces vs. Soft Bounces

46 Examples of a Hard Bounce An invalid address Expired or non-existent address or domain Mailing domain is blocked by recipient These are typically irreversible without manual action by mailer or recipient

47 Examples of a Soft Bounce Recipient s inbox is full Mail server is unable to be reached or is not responding at that time Will typically be mailed to again during a future mailing

48 5 REMOVING UNENGAGED CONTACTS

49 Cut the fat from your lists

50 Cut the Fat from Your Lists Remove unengaged contacts from your lists based on metrics such as: Opens, Clicks & Website Visits If they haven t interacted in any way with you in more than a year* good chance they never will

51 3 HOW TO SEGMENT YOUR CONTACT DATABASE

52 Any successful segmentation strategy should reflect two things: 1 Your core business strategy 2 What you know about your typical buyers purchasing decisions

53 How to Segment for Relevant s 1 By what criteria? 2 Types of lists (dynamic, static) 3 subscription types

54 You Can Create Lists Based on ANY Contacts Property

55 1 WHAT CRITERIA TO SEGMENT ON

56 Start with Buyer Personas Criteria to segment by: Title, Industry, Size of company Product interest Geography Brand Advocacy Content interest download or page view Behavior opens/clicks, number of page views

57 Create a segment of ONE!

58 Creating a segment of one will establish trust with your contacts

59 2 TYPES OF LISTS TO CREATE

60 Static Lists are a way to manually group a set of contacts together. SMART Lists are automatically updated with new contacts that match your selected criteria.

61 When to use a Static List Static Lists are for a one time send of a message When to use a Smart List Smart Lists are for ongoing marketing mailings or Marketing Automation

62 Why use Subscription Types? Allow users to choose what kind of s they want Send more targeted messages Save customers who would otherwise unsubscribe from all types

63 How do we find the right subject line, message & call to action for our list?

64 4 WEBINAR TASKS

65 Webinar Tasks Make sure your lists are clean & have been scrubbed for unengaged addresses Identify the criteria you will use to segment your database Segment your database to ensure relevancy when ing your contacts

66 Webinar Resources Contacts & Lists Training Class How to segment your contacts to create lists The complete guide to optimizing marketing for conversions 4 Additional HubSpot Help articles

67 QUESTIONS?

68 Want to Watch Previous Webinars? Watch webinar recordings Download webinar slides 4 Download webinar resources

69 HubSpot Resources Settings > My Notifications

70 Download the HubSpot iphone App!

71 THANK YOU.