6 Steps to Creating Killer Email Marketing How to Write More Lovable Email Lauren Pedigo
Lauren Pedigo @laurencpedigo Indianapolis Native 2014 Boston Marathoner Been skydiving and spelunking Delivers lovable email marketing to 1M+ inboxes each week Could eat guacamole every day
AGENDA 1 What People Think About Email 2 Insiders Look at HubSpot Email Marketing 3 6 Steps to Optimizing Your Email Marketing 4 Email Hacks
1 What People Think About Email
Is email still effective?
Why Email Works 1 95% of online consumers use email Source: Exact Target, Direct Marketing Association
Why Email Works 1 95% of online consumers use email 2 77% of consumers prefer email for marketing communications Source: Exact Target, Direct Marketing Association
Why Email Works 1 95% of online consumers use email 2 77% of consumers prefer email for marketing communications 3 Email marketing has an ROI up to 4300% Source: Exact Target, Direct Marketing Association
2 Insiders Look at HubSpot Email Marketing
HubSpot s Email Marketing Funnel Leads Enter the Funnel Email Nurturing Become a Customer Don t Become a Customer Customer Email Marketing One-Off Email Marketing Become a Customer One-Off Email Marketing
Segmentation Industry Roles Department Topic of Recent Conversion Previously Downloaded X
As a lead generation and nurturing team we: Segment our audience on every send Never email opportunities or customers Suppress unengaged leads from our sends Test positioning of content offers on less valuable audiences Measure CTRs and not open rates Use an alias email address to manage replies
3 The Six Steps to Optimizing Your Email Marketing
1 Identify Goals
Use Numbers Clickthrough rate Leads generated per email send Leads who convert in the email who are salesready
How to Decide What Goals are Right for You
Do I have a lead volume problem? Customers to generate per month Lead-tocustomer conversion rate = Leads needed per month
Do I have a lead quality problem? Customers to generate per month Leads generated per month = Lead-tocustomer conversion rate
2 Segment Your Database
Leads are not all the same.
Unsegmented List Send the same content to your entire list Disregard for personal or behavioral data
Segmented List Smaller subgroups of your entire database List is based on personal or behavioral data
3 Deliver the Right Content, at the Right Time
Developing Buyer Personas Company Info Marketing Mary Demographics Behaviors Motivations Challenges HUMAN characteristics
Lifecycle Stage Awareness Consideration Decision
Lead Generation vs. Lead Nurturing Content Shareable CTA: forward to a colleague Only slightly focused on your product Educational CTA is to learn more about your product More product focused
Smart Content Insert a contact property customization into your email based on readers contact record. Saves time cloning emails for different audiences.
4 Use the 6 Components of a Successful Email
Checklist Compelling Subject Line
Checklist Compelling Subject Line Sender Name
Checklist Compelling Subject Line Sender Name Personalized Copy
Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action
Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action Image
Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action Image Unsubscribe Link
5 Conduct A/B Tests
Remember: Only test one variable at a time Run 2 variations per send, so you have a control group Set a clear goal and how you will determine the winner A/B test on the segment of your database who is never going to buy your product
Offer
Format
Send Time
CTAs
Using HubSpot for A/B Tests
6 Measure Your Results
You should be tying all your efforts back to higher-level goals.
Summary 1 Identify Goals 2 Segment Your Database 3 Deliver the Right Content at the Right Time 4 Use the 6 Components of a Successful Email 5 Conduct A/B Tests 6 Measure Your Results
4 Email Hacks
Bulletproof Buttons vs.
Managing an Email Alias Inbox
Managing an Email Alias Inbox
Suppress Unengaged Leads + Reengagement Campaigns
Suppress Unengaged Leads + Reengagement Campaigns
Suppress Unengaged Leads + Reengagement Campaigns
Building a Template to Clone for Each Send
Random # Stamping for Advanced A/B Testing
Random # Stamping for Advanced A/B Testing
Naming Conventions to Use in HubSpot MK-Buyer Persona-Date Offer Name MK-Mary-20150212 Blog Post Templates MK-Ollie-20150212 Blogging Blog Post Templates
Internal Email Notifications
Internal Email Notifications
Hacks Bulletproof buttons Managing an Alias Inbox Building a template in HubSpot and cloning the email Suppress unengaged leads from our sends Stamping contacts with a Random Number for advanced A/B testing Naming Conventions Internal Email Notifications
Resources that are killin it reallygoodemails.com Litmus Blog Companies I Subscribe to *just* for email inspiration Poppin, Quirky
Just remember: Deliver the right content to the right person, at the right time.
Thank you.
QUESTIONS?
Resources http://offers.hubspot.com/science-of-email-marketing-2014-report http://offers.hubspot.com/content-mapping-template http://offers.hubspot.com/anatomy-of-a-five-star-email http://offers.hubspot.com/email-marketing-planning-template https://marketing.grader.com/ https://litmus.com/blog/a-guide-to-bulletproof-buttons-in-email-design
Sign up for the next event on May 13 th 2015 here. Give feedback on the PHL HUG here. Visit the Philadelphia HubSpot User Group website here. ANNOUNCEMENT: Looking for co-leaders of the PHL HUG. Contact Xand here if interested.