how to master autoresponders in 20 minutes

800-‐920-‐7227 | www.pinpointe.com www.pinpointe.com

HOW TO MASTER AUTORESPONDERS IN 20 MINUTES

Presented by Reggie Brady

800-‐920-‐7227 | www.pinpointe.com

PRESENTER

Reggie Brady Expert Email Consultant Reggie Brady Marke;ng Solu;ons Strategic e-‐Marke=ng Agency [email protected] | 203 838-‐8138 www.linkedin.com/in/reggiebrady

MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. [email protected] 800-‐920-‐7227

•  Strategic marke=ng leader with 20+ years of experience on the client and service side

•  Target Marke=ng Magazine -‐ Advisory Board

•  Current NYU Adjunct Professor


u  What autoresponders are and why are they important to your business

u  Benefits of autoresponders u  How to approach rules-‐based campaigns u  Importance of data analysis, targe=ng and A/B tes=ng


WHAT ARE AUTORESPONDER EMAILS? u  Autoresponder emails are triggered messages that

are sent to the recipient based on ac=ons they have taken or events in the lead or customer journey

u  They are important to businesses because they:

§  Streamline and automate marke=ng tasks. Once you set up the rules and the messaging, you are set.

§  Increase efficiency and reduce poten=al for mistakes since these messages are pre-‐set up and automated

§  Help you grow revenue by delivering sequenced messaging to your target, lead or customer


BENEFITS OF AUTORESPONDER EMAILS u  You can nurture lead rela=onships by sequencing content and

offers based upon their interac=ons with you §  You can qualify leads during the nurturing mul=-‐touch process §  This contributes to a be`er alignment between marke=ng and sales

u  You can deepen your rela=onship with exis=ng customers §  Raise their awareness of your brand §  Cross-‐sell or up-‐sell addi=onal products and services

u  A well planned and executed program will improve your ROI


RETURN ON INVESTMENT Maturity Class Mean Class Performance

Best-‐in-‐Class Top 20%

•  25% of Sales forecasted pipeline generated by Marke;ng

•  21% average year-‐over-‐year improvement in revenue •  11% average year-‐over-‐year improvement in response

rates

Industry Average Middle 50%


•  2% average year-‐over-‐year improvement in revenue •  2% average year-‐over-‐year improvement in response

rates

Laggard BoTom 30%


•  2% average year-‐over-‐year decline in revenue •  1% average year-‐over-‐year decline in response rates

Aberdeen Group – Email Marke=ng: Customers Take it personally – 12/10


EXECUTION – LEAD MANAGEMENT •  Most B2B leads are not ready to turn over to sales – 73% are

not qualified enough.


CMO COUNCIL REPORTS THE CAUSE


WHAT MAKES IT WORK – RELEVANT CONTENT IS IMPORTANT

Note: the impact es=ma=on was based on qualita=ve and quan=ta=ve es=ma=ons across Merkle’s numerous clients over years, actual results may vary by industries and clients


EMPLOYING ENGAGING CONTENT

“To create great content that has the poten<al for people to share it … you can’t be talking about your products. You need to think about the informa<on you can create that will help solve the problem your audience cares about.”

Image source: ZakPrauer.com

David Meerman ScoT Marke=ng Strategist and

Best-‐Selling Author


WHAT IS CONTENT MARKETING?

Content marketing is a marketing technique of creating (or curating) and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.


B2B Content Marke;ng Usage By Tac;c

On average, B2B marketers use 12 tac=cs

CONTENT MARKETING TECHNIQUES OVERVIEW


360 DEGREE VIEW OF CUSTOMER

Image Source: h`p://indiasharepointpartner.com/microsof-‐navision-‐ax.html


You want to track, collect and aggregate all the informa=on available on each lead and each customer.

u  Customer informa=on §  Name and address §  Demographics §  Interests

u  Length of customer or

lead rela=onship

u  For business to business firmagraphics such a company, =tle and department are par=cularly important


Image Source: h`p://janrain.com/product/profile-‐data-‐storage/


You want to track, collect and aggregate all the informa=on available on each lead and each customer. u Interac=on history

§  Email to web §  Content viewed §  Events (webinars, registra=ons…) §  Last ac=vity date

u Purchase history §  Date of last purchase §  Value of purchase §  Total purchases (dollars and items) §  Mul=-‐buyer informa=on



•  You want to track, collect and aggregate all the informa=on available on each lead and each customer.

u  Channel preferences u  Frequency of interac=on u  Lack of interac=on



OTHER WAYS TO ENHANCE CUSTOMER OR LEAD DATA If you’re missing vital informa=on from your internal marke=ng efforts, there are addi=onal resources at your disposal.

u  Public records u  Third party overlays from data companies u  Web informa=on u  Company informa=on


WHY A 360 DEGREE VIEW OF THE CUSTOMER? u  Be`er understand your customer and their needs u  Match campaigns to a specific target audience u  Use the informa=on to filter the campaign

§  We will not promote to this group(s) §  We must create a mul=-‐touch campaign to this group(s)


CUSTOMER ANALYSIS TO DRIVE SEQUENCED CAMPAIGNS

Level 1 2 3 Segment Profile/Firmographics or

Response Propensity Purchase Behavior or

Value Potential Value

or Need Criteria •  List

•  Geography •  Customer Type (Consumer, SMB)

•  Propensity Score

•  Dollar– H, M, L •  Transactions – H, M, L •  Units – H, M, L

•  Need – Usage Type •  Wallet Share •  Cost to Convert

Basics Best Prac<ces

Three levels of sophis=ca=on for developing streams of communica=ons


ON BOARDING – 5 PARTS: MORE THAN A WELCOME KIT!

1. Welcome 2. Activate 3. Entrench 4. Grow 5. Engage § Welcome

§ Make a personal connection

§  Complete the order

§  Assure product/service customer adoption

§  Reinforce the relationship with

- repeat purchase

- peripherals and

- education

§  Cross-Sell

§ Up Sell

§  Monitor

§  Dialog

§  Earn & Burn

CASE STUDY: Bank Checking Account

§ Welcome Kit - starter checks – bank card app – drive to web

§  Personal Preference Page

§  Complete the order

§ Make a deposit

§ Write a check

§ Use Bankcard

§ Drive to Web

§  Refer-A-Friend

§ Over Draft Protection

§ Online Banking

§  Bill Pay

§  Cross-Sell Bank Products

§ Up Sell Account Type

§  Behavioral Triggers

§ Newsletters & Statements

§  Loyalty Program

Most Common Onboarding Program Error: Skipping Steps

Source: Vernon Tirey -‐ Making Mul=-‐Channel Marke=ng Pay


DELIVERING RELEVANT MESSAGES Leveraging Templates & Dynamic Content

u  Easy to use Templates with Content Blocks

u  Personaliza=on Variables in Text

u  In-‐line Edi=ng & Formanng

Source: Vernon Tirey -‐ Making Mul=-‐Channel Marke=ng Pay


RESULTS Typical results afer 6 months of Onboarding Execu=on

u  Reten=on Rate: Increase 15%

u  Product Ownership Ra=o: Increase 120%

u  Deposit Balances: Increase 33%


EVENT INVITATION USING SIMPLE RULES u  Send event invita=on u  Wait 3 days u  If registered, send confirma=on details

§  Send follow-‐up either day before or morning of the event

u  If not registered, send a follow-‐up reminder …it’s not too late

u  Afer the event §  Follow up email to a`endees §  Email to non-‐registrants with link to event and/or presenta=on


EVENT INVITATION USING SIMPLE RULES


ANALYZING YOUR CAMPAIGNS This is not easy but one first step is to compare your results with industry metrics

Epsilon – Q1-‐14 Email Trends and Benchmarks –a study of 6.2 billion emails sent by Epsilon across mul=ple industries for around 140 clients


AND LOOK AT THE BOOST FOR TRIGGERS

Epsilon – Q1-‐14 Email Trends and Benchmarks – 8-‐14


u  Many site visitors are ini=ally anonymous

u  Through cookies and unified tracking you can iden=fy the lead when they provide their informa=on. This allows you to connect the dots.

ANONYMOUS JOHN ü  Mul=ple visits to site ü  Visited blog ü  Read 4 key pages on site

with detailed informa=on

ü  Registered to download white paper Now we know him! And, we can =e back prior behavior.

IT ALL STARTS WITH THE DATA YOU COLLECT


THEN IT’S ALL ABOUT HOW YOU COMMUNICATE u  Understand where they are in the sales funnel

§  Are they looking for overview informa=on or serious specs?

u  Can you provide informa=on based on =tle? §  You need different messaging for an IT person vs. a financial person

u  Can you link email ac=vity to your web site?


WHAT TO TEST u  Tes=ng is an art and a science

u  Pick a variable and test it against your control

§  Test one variable at a =me – for example, a personalized subject line

u  Genng reliable and repeatable results depends on the size of your file §  If your file is large, take an nth name selec=on §  If your file size is small, you must select enough email addresses so that you get at least 100 responses.


IDEAS FOR TESTING u  Personaliza=on of the subject line – name u  Personaliza=on of the subject line -‐ =tle u  Calls-‐to-‐ac=on u  Register now u  Register now to receive

our white paper u  Bu`ons and colors u  One column vs. two

column design


IDEAS FOR TESTING u  Responsive email design for your mobile readers u  Long vs. short u  Tenure of the lead u  Email messaging based on where you think they are in the

funnel u  Email messaging based on =tle and/or func=on


THANKS FOR YOUR ATTENTION

If you have ques=ons or comments, please email me at [email protected]


Try Pinpointe’s Email Marke;ng Solu;on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 1 million emails)

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how to master autoresponders in 20 minutes

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