5 STEPS TO -MARKETING SUCCESS

Transcription

1 5 STEPS TO -MARKETING SUCCESS Ken Shillington Director, Conversion Optimization & Account Management FulcrumTech, LLC

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

3 SUCCESS POINT #2: BUILD A POWERFUL LIST Build it, always! Permission based ( expected ) Expect 25% attrition each year from unsubscribes, bounces, and spam complaints Don t forget the inactives Ac.ve list size 61,000 60,000 59,000 58,000 57,000 56,000 55,000 54,000 53,000 Look out if additions are fewer than attritions!

4 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

5 SUCCESS POINT #4: DRIVE UP THE CLICK-THROUGH RATE The body content drives the click! 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 Can you read this?

6 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

7 FULCRUMTECH CONTACT INFORMATION Ken Shillington, Director of Conversion Optimization & Account Sign up for our newsletter today: Sign up for ROI Goalsetter:

8 Marketing & Marketing Automation Systems

9 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

10 Marketing vs. Marketing Automation?

11 Both communicate with your audience Both send Both report on interactions Both integrate social platforms What is the Same?

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

13 There Are Important Differences

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

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

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

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

18 Marketing Automation is not for Everyone!

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

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

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

22 What is Right for You?

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

24 Marketing Vendors icontact Benchmark ExactTarget Constant Contact Campaigner Vertical Response StreamSend MailChimp GetResponse Mailgen Mad Mimi GraphicMail Pinpointe Orbtr* (for WordPress only)

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

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

27 Lead Capture Form creation Custom fields Progressive profiling Landing pages

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

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

30 designer Template designer Personalized content Deliverability!

31 De-duplication Custom fields List updates Data Management

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

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

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

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

36 Thank You!

37 Rocky Mountain PBS Colorado Gives Day Marketing Strategy

38 2010 & 2011 Online Strategy 2010: 1 eblast Donate on CGD message 8,000+ non-members 16% open rate;.57% CTR 2 Weekly E-News ads Other online promotion: 1 Web tile ad 2 Facebook posts 2 Tweets 2011: 2 eblasts 52,800+ people (all but recent givers) Schedule a donation message 17% open rate;.16% CTR 54,000 people (all) Donate today message 16% open rate;.14% CTR 1 Thank you eblast with survey 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.

39 I received an from Rocky I saw a Public Service Announcemen I saw it on rmpbs.org or in Rocky I saw Rocky Mountain PBS' Facebook and I watched Rocky Mountain PBS and saw From another Colorado Gives Day media My family/friends told me about it Online Strategy 2 eblasts + reminder Schedule message with Dynamic content varied to 3 groups: Active Lapsed Non-Members No open? Sent again. 17% open rate;.16% CTR Donate today with dynamic content, same groups 20% open;.55% CTR 1 Thank you eblast with survey 830+ people 68 responses (9% CTR) 60% 50% 40% 30% 20% 10% 0% 36.1% How did you hear about CGD? 18.1% 6.9% 0.0% 1.4% Other online promotion: 1 Web tile ad 8 Facebook posts 13 Tweets Banner ad on homepage 51.4% 20.8%

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41 The Results Total Gross Revenue Total Contributions $100,000 $90,000 $80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $- $92,161 $63,587 $14,313 FY11 FY12 FY FY11 FY12 FY13 Average Gift $ $ $ $ $ $ $ $ $ $ $ $ FY11 FY12 FY13