` DbvisitConnect Dbvisit Partner Email Marketing Guide For Dbvisit Software Partners
Table of Contents Email Marketing... 3 Overview... 3 Objectives... 3 Best Practice Guidelines... 3 Email Marketing Plan...4 Creating Marketing Emails That Resonate...4 Audience... 5 Email Topic... 5 Set Your Call To Action... 5 Email Design... 5 Build Send List... 5 Test...6 Review...6 2
DbvisitConnect Marketing Congratulations and welcome to the Dbvisit Partner Programme. Dbvisit Software is committed to assisting our partners in marketing Dbvisit solutions to your customerbase. This document provides some guidelines, and tips and tricks for successful email marketing campaigns. Email Marketing Overview An email or direct mail campaign is a marketing tactic that uses a mail service to deliver an electronic piece to your target audience. Objectives Primary: Generate demand for your products and solutions, and stimulate your target audience to take action (commonly called Call To Action or CTA). This might be to attend a webinar or event, make an appointment, visit your website, or request pricing. Secondary: Create awareness of your brand and the range of products/solutions you have to offer. TIP: Develop a campaign-specific landing page that recipients can go to directly for more information. This will also enable you to gauge effectiveness of your campaigns. Best Practice Guidelines Include a clear, concise call to action, such as: Register for our webinar Contact us for pricing Set up an appointment (to discuss their needs) A link to a specific area of your website (e.g. a campaign specific page) Ensure you include multiple ways to contact your company email address, telephone number and website Offer an incentive to motivate your target to complete the CTA e.g. Make an appointment before [DATE] to receive a free DR plan Ensure you test your email campaigns by splitting your contacts into two groups and do some A/B testing. This might include trying different subject lines and changing the copy between the two emails to see which resonates most closely with your target audience. Ensure you are familiar with the CAN-SPAM or anti-spam laws in your country and adhere to these requirements at all times Be mindful of potential spam words when constructing your subject lines and email content. Note that words such as FREE and ACT NOW in the subject 3
line are often flagged as spam content. Sending your audience to a specific landing page that reinforces your messaging will increase engagement and potentially conversion rates Where relevant follow up your email campaign with a phone call, particularly for activities such as event or webinar registrations. Integrate email acquisition into your prospecting strategy so that you are collecting emails at networking events, while cold calling, at trade shows, on the web, and during in-bound calls. Follow up a mail campaign with outbound calling to increase the overall effectiveness of your program. e.g. Promotional Campaign: Use quarterly promotions to target prospects and stay connected to existing customers. Send out a promotional email once a month highlighting different promotions or presenting the same promotion in different ways. e.g. Evolving Messaging Campaign: Send out a series of mailings in 2- to 3-week intervals, over a quarter, that builds to expand your prospect s understanding. Email Marketing Plan Take some time to create an email marketing plan so that you have a clear focus each month so that you can inform, educate and convert your audience with helpful, engaging emails that are not automatically consigned to the trash folder. Try to identify a particular topic each month, and maximise your return on actiivities such as upcoming events, product releases, webinars by emailing your database about these activities. Creating Marketing Emails That Resonate 4
Audience The first step to creating a well designed email is being very clear on your intended audience.so take time to define who they are, and what their needs might be. Hopefully you already have a subscriber list, that you are actively growing through conferences, tradeshows and networking events but also ensure you have a subscribe option on your website and blog. If possible, consider segmenting your audience by allowing them to select topics of particular interest. This will allow you to target different groups with different messages. Email Topic Once you understand your audience, decide on the topic and marketing message for the email. Remember that they have given you permission to contact them directly so you need to ensure the content is relevant, interesting and potentially addresses challenges they are facing. Keep it short and simple. Most people today have very full inboxes and will scan an email to see if the content is of value. So be very clear about who you are and exactly what you are offering. Make the email visual, with the key message highlighted in some manner, and the CTA button very visible and clear. Always include your contact name and details, along with an unsubscribe option. Beware of email subject headings that are likely to direct your email straight to a spam folder such as free or special offer. Keep it simple and relevant. Set Your Call To Action Once you have finalise your marketing message this will help with selecting the desired Call To Action. e.g. if your focus is migrations, you may decide that your key marketing message is achieve zero downtime migrations with Dbvisit Replicate and your desired call to action is contact us now for a product demo or purchase before end of December to qualify for 2 hours of implementation. Email Design You should create 2-3 templates with consistent branding and messaging so that the audience becomes familiar with your brand and gains an accumulative message around what solutions you offer. The email should be concise and clear CTA s should be highlighted through visible buttons, and any links in the email should have the same characteristics (colour, associated action). Try to ensure any links open on a new page so they don t leave your email permanently part way through viewing. Build Send List Build your send list, preferably by creating a targeted subgroup who will find your email of value. For example, if your email is about the benefits of moving from EE to SE, you will want to filter out all current SE users. 5
Test Do some test emails and view in a couple of the most popular browsers, and on at least one mobile device to ensure your emal renders correctly for all recipients. You may also like to do some A/B testing, swapping out headlines or specific content for alternatives. Once ready to go, set up your email send remembering to schedule for the optimal time for your audience. Review Be sure to take some time to analyse and review your email campaigns, checking the percentage of opens and click throughs, as this will give you a good deal information about the level of engagement around the topic and audience. If you have completed A/B testing, analyse and tweak your campaigns based on results. 6