the secrets of successful b2b email marketing

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www.act-on.com | @ActOnSoftware | #ActOnSW The Secrets of Successful B2B Email Marketing

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Page 1: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

The Secrets of Successful

B2B Email Marketing

Page 2: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Social

#ActOnSW

Page 3: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Today’s Presenter

Nidhi Raj Puri Manager Marketing

[email protected] @nidhirajpuri

Page 4: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

EMAIL MARKETING HAS AN ROI OF

4,300% Direct Marketing Association, DMA 2013 Statistical Fact Book, 2013

Page 5: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

EMAIL IS

RANKED

THE

For initial introduction to a product/service, learning about a product or service and post purchase follow-up about a product or service

The Economist Intelligence Unit,

Mind the Marketing Gap, Mar 2013

PREFERRED

COMMUNICATION

CHANNEL #1

Page 6: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Successful B2B Email Marketing Requires

1. Smart Segmentation

2. Clear and Relevant Call to Action

3. Continual Optimization

4. Mobile Friendly Designs

Page 7: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

SMART SEGMENTATION

1

Page 8: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Smart Segmentation

Demographics

Psychographics (Persona)

Behavior

Digging Deeper: Three ways to Segment your lists

Page 9: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Use Cases

Demographics

Psychographics

Behavior

Digging Deeper: Three ways to Segment your lists

Dynamic messages based on firm size Email release times based on location.

Message content positioned around goals, aspirations, and pain points.

Reminder emails to non-responders and triggered messages based on web activity.

Page 10: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

CALLS TO ACTION 2

Page 11: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Start with a Clear Objective

• What's the Purpose of the Email

• What Action do you want the recipients to take

• Is your CTA relevant and timely for your selected

segment

Page 12: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Tips for Successful Email Subject Lines

• Tease

• Personalize

• Be Specific

• Prioritize

• Use Numbers

• Watch Your Length

• The ‘From’ line should be from a real person

• Test

Page 13: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

What makes a CTA Awesome?

• Language: Be clear and direct; Use active verbs

• Content: Make it engaging and encouraging

• Size: Make your CTA big enough to grab attention

• Colour: Use colour to draw attention to your CTA

• Placement: Put your call to action on prime real estate

• Repetition: Repeat the suggestion to click if space allows

• White Space: let your CTA have room to breath

• Icons and Images: Incorporate visual clues

Page 14: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

OF B2B MARKETERS SAY

THAT CONTENT BASED

OFFERS WERE THEIR MOST

SUCCESSFUL CAMPAIGNS 56%

Page 15: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Mix It Up

Page 16: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

OPTIMISE IT 3

Page 17: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

A/B TESTING

IS THE BEST METHOD

FOR IMPROVING

CONVERSIONS

Page 18: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

What to Test

Subject Line

Head Line

Copy Length

Offers

Button Copy

Colours

Images

Form Placement

# of Form Fields

Page 19: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Act-On A/B Test

Page 20: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

RESPONSIVE DESIGN 4

Page 21: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Why Responsive Design Matters

Page 22: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

The New Email Dimension

• One layout for all Screen sizes

• Large Text and Buttons

• Generous white space

• Content Comes First

• Reduction of Clutter

– Navigation

– Repeated links

– Low priority content/imagery

• Clear and direct CTA

Page 23: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Act-On Case Study

Page 24: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Page 25: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Responsive Designs

Page 26: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Mobile View

Page 27: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Results

Creating a device-agnostic experience lead to a

Increase in Sales Ready

Leads in a head-to-head

test against desktop only

versions

93.5%

Page 28: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Key Takeaways

• Know Your Audience

• Don’t Forget About the Basics

– From Name

– Subject Line

– Call to Action

• Explore Different Approaches

• Find what works best

• Responsive design isn't a silver bullet

Page 29: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Learn More About Act-On Software

Interested in a demo? Call +91 80 4098-5338

Email [email protected]

Web www.act-on.com

THE FORRESTER

WAVE™ LEADERS

QUADRANT

Page 30: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Industries that use Marketing Automation

Page 31: The Secrets of Successful B2B Email Marketing

www.act-on.com | @ActOnSoftware | #ActOnSW

Q&A

Nidhi Raj Puri Manager Marketing

[email protected] @nidhirajpuri