the role of email in an inbound marketing world
DESCRIPTION
Inbound marketing can generate leads at 60% lower cost and improve lead quality. So, what is the role of email in the inbound marketing puzzle? Check out Mike Volpe's presentation on this topic and see how email fits in your inbound marketing mix!TRANSCRIPT
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The Role of
Email Marketing
in an
Inbound Marketing World
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
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Before we start
• Recording and slides will be made
available to you
• Ask questions in webinar or on Twitter
• Twitter Hashtag: #EmailRole
• Twitter: @mvolpe & @HubSpot
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
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Inbound Marketing
Social Media
Marketing
Search Engine
MarketingContent
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
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Where Does Email Fit In?
Awareness
Consideration
Decision
List Rental
List Purchases
Newsletters
Lead Nurturing
Lead Nurturing
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House Lists Beat 3rd Party Lists
http://blog.hubspot.com/blog/tabid/6307/bid/5795/Surprise-Internal-B2B-Email-Lists-Are-Far-More-Effective-Than-Third-Party-Lists.aspx
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-25.00%
0.00%
25.00%
50.00%
75.00%
Net Change in Investment (Avg B2B & B2C)
Future Investment is Inbound
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Opt-In Email = Inbound Marketing
Awareness
Consideration
Decision
List Rental
List Purchases
Newsletters
Lead Nurturing
Lead Nurturing
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How to prepare for the future
(of email marketing).
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Tip #1:
Optimize
for
Mobile
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Email Usage
31%
15%
11%
10%
9%
7%
6%
3%7%
Outlook
Yahoo Mail
MSN / Hotmail
Apple Mail
iPhone
Gmail
Misc. Web Mail
Android
Other
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Why Images Should Be Avoided
• 67% of people do not display images
by default in their email system
• (Marketing Sherpa 2010 report)
• Gmail does not allow images by
default, must click "Display External
Images“ every time
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Avoid Large Images
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Avoid Large Images
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Avoid Heavy Formatting
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How to Optimize for Mobile
• Avoid large images
• Avoid tables / columns
• Formatted text is your friend
• Shorter is better
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Tip #2:
Build
Social
Authority
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Two Huge Developments in Email
Social Inbox
The “Spam” Filter is Now Social
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Email Inbox Ranking - Before 2011
Most Messages by Date
Flagrant Spam
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Email Inbox Ranking – After 2011
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(People & Brands)
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That’s Some Scary Shiitake
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How to Rank Higher in the Email Inbox
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Tip #3:
Optimize
for
Social
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“Follow Me” Module in Your Email
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Share This Email via Social Media
http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx
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0.00%
25.00%
50.00%
75.00%
100.00%
Personal Email
Corporate Email
Facebook LinkedIn Twitter Blogs YouTube
% of US Business People Who Regularly Check These Inboxes
Where is the Next Inbox?
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Which comes first? Message or Medium?
• Start with email,
then decide what
content /
message to send
OR
• Start with
message /
content, then
decide best
medium to send
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How to Optimize for Social
• Add “Follow Me” module
• Add “Share This” buttons
• Start with content, then decide if
email is best way to send message
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We’ve got lots to think about…
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What You Should Do Today:
1. Stop buying lists / subscribers
2. Mobile optimize your email
3. Social optimize your email
4. Build your social authority
5. Start with the message, then pick
the right communication channel
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Thank You / Q&A
Facebook.com/mvolpe
Twitter.com/mvolpe
Linkedin.com/in/mikevolpe
www.MikeVolpe.com
Mike Volpe
VP of Marketing
HubSpot
@mvolpe
www.HubSpot.com/free-trial