january 2016 inbound lunch bunch: using email for leads, sales & loyalty
TRANSCRIPT
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January:Using Email for Leads, Sales &
Loyalty
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2016 ILB Program Highlights:
•Maneesha Manges, new Director of Inbound at HighRoad Solution•Deeper dive on individual topics• ILB Participant Research Study
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Now Open!
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Obvi.
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U NEED TO KNOW:Today’s Email
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Hot Trends in Email in 2016:
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Do I understand my email base? • Frequency• Demographics• Consumption Patterns• Consumption Environment• User Experience• Segmentation• Personas• Buyer’s Journey
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Am I matching my content to my email
subscribers? • Frequency• Demographics• Consumption Patterns• Consumption Environment• User Experience• Segmentation
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Am I doing modern email? • Responsive• Interactivity• Contextual• Behavioral-based• Lifecycle-based
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Responsive
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Interactive
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Contextual
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Behavioral
-based
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Behavioral
-based
http://bizgonesocial.com/wp-content/uploads/2014/02/stoplooklisten11.jpg
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Hot Trends in Email in 2016:• Lifecycle
-based
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Why again?
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To get users to take the desired action.
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How Are Organizations Doing this?•Integrated data structures•Consistent taxonomies•Automation to eliminate email creation, testing & distribution•Focus on business rules & content
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What are Organizations Adding?•Lead scoring•Content mapping•Touch not tackle rules•Persona-driven programs
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Big Ideas for 2016 on Email:
•Send more, but simpler & smarter•Move to blogs for some types of email•Use sign-ups for non-members
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FEBRUARY:Convert Web Visitors to Prospective Customers
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DO GOOD WORK.MAKE TODAY GREAT.