Make email automation the backbone of your B2B marketing strategy

Not too long ago, our in-house consultant Gavin Laugenie hosted a dotlive on the top 5 automation programs B2B companies should be doing, the reasons why and the results you can expect to yield from them. Below are the top 5 ROI-generating automation programs with tips on how to approach them.

1. Welcome program

Your welcome program is your chance to make a lasting impression; thank customers for engaging, set the expectations for the relationship and provide some valuable content to get the ball rolling.

  • Give your contacts a good first impression of your brand by outlining the types of communications they’re likely to receive
  • Use this as an opportunity to find out more about their interests through a preference center; in aggregating this valuable insight you can build a strong profile of subscribers and power relevant content that’ll keep them engaged

2. Product-based program

Your product-focused program allows you to personalize marketing communications depending on the stage contacts are at in the purchasing cycle. Push different types of content that resonate with them, supercharging their engagement and intent to buy.

  • Understand where people are in the buying journey
  • Timing is key: find out the optimum time of sending an email
  • Make sure the campaign is responsive on different devices and is easily readable/scannable
  • Relevancy of content: include dynamic content where possible (people have different reasons for buying). Segment based on data-fields and email behavior you hold on subscribers

3. Nurture program

Your nurture program is an essential component of your marketing strategy; drive valuable content to your subscribers on a steady basis to convert them at the right time. Contextualizing your messages is key.

  • Planning is crucial; you must be aware of what contacts will receive at each stage
  • Understand the results – use reporting to stay informed on how your emails are performing, helping you identify what’s working and what isn’t
  • Use contact scoring to understand customers. Identify those who are receptive and who aren’t; it’s much more cost-effective to keep a client happy rather than to win them back or acquire a new one

4. Retention program

Maximize customer longevity with your retention program. Drive key benefits – placing your brand front-of-mind – and you’ll strengthen existing customer relationships and foster true advocacy.

  • Give customers a reason to stay, what are the benefits?
  • Reward them for their loyalty
  • Perhaps even include a win-back strategy if they have an ‘at risk’ status, for example (our contact scoring tool can help you easily identify this)

5. Event program

An event program reinforces all your other marketing automation efforts. Spark interest among your subscribers by promoting events that complement their preferences through segmentation.

  • Segment your data based on geo-location and areas of interest; it’ll provide insight on who to target and help reduce no-shows
  • Perhaps give them an attendee status – make them feel special enough to want to attend and flag those who have already been to an event
  • Always ask for feedback and learn what you’re doing/not doing well to continuously improve and encourage attendance

 

You may already be aware of the above points, however it should help reinforce why these programs are important, how to approach them and the results you’re likely to expect.

If you would like more information on the types of automation programs you could implement, please contact your account manager or download our best practice guide on unlocking the power of B2B automation.

The post Make email automation the backbone of your B2B marketing strategy appeared first on The Marketing Automation Blog.

Reblogged 1 month ago from blog.dotmailer.com

Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…

Please visit Search Engine Land for the full article.

Reblogged 2 months ago from feeds.searchengineland.com

Email marketing is evolving and knowing your KPIs is more important than ever

KPIs or key performance indicators are becoming ever more integral to the reporting and analysis of email marketing.

There are many reasons why email KPIs are a must, but most importantly:

  • they make it easier for you to align your efforts with wider department/company objectives
  • they help you define success, benchmark against tangible goals and track what works and what doesn’t – so you’ll know what to repeat, and what to never do again!

It’s important to embrace KPIs and view them as a valuable means to drive success rather than pinpoint failure, both individual and company-wide. Metrics help you make sense of all your marketing efforts, putting you in a better position to optimize activities so they contribute highly to overall business growth. 90% of executives surveyed in a recent Return Path report believe that their email marketing strategy is successful in achieving wider business objectives.

A great way to plan your KPIs is to use the SMART planning methodology – this will ensure that metrics are specific, measurable, achievable, realistic and timely. These are all pre-requisites in achieving value from your KPI process.

SMART

Specific – rather than say that you’ll focus on increasing open rates, say by how much i.e. “we aim to increase unique open rates by 5%”

Measurable – make sure you can measure the results of your efforts – luckily with email, just about everything is trackable!

Achievable – set goals which are a stretch and will require hard work, but which aren’t unrealistic. KPIs should be met continuously; falling at the first hurdle will just encourage a deviation from your core objectives

Realistic – think about ways you can turn your goals into reality. If we consider the increase in open rates example, think about how you would go about boosting this metric, via tools such as send time optimization and subject line testing

Timely – give yourself enough time to achieve your KPIs, but not so much time that they lack a sense of urgency and become redundant

Email marketing objectives

When putting KPIs into place, it’s important to understand your core email marketing objectives. The likely ones are:

  • Driving ROI
  • Maximizing conversions (downloads, demo requests, event registrations, purchases etc.)
  • Increasing list growth (i.e. organic: website, in-store)
  • Increasing opens and click throughs
  • Promoting social sharing
  • Reducing bounces
  • Decreasing unsubscribes

Of these objectives, ROI tends to be the most crucial for key stakeholders. However, as they’re all interconnected with revenue growth, it’s advisable to measure them individually so that you can better judge your email performance. According to Return Path, 67% of top executives surveyed in its report believe that conversions are the most useful KPI for measuring email success, followed by ROI and click throughs.

KPIs will be different for every single business. Start with your top-level goals, filter down to objectives and then set granular metrics that benchmark your success. Email is widely considered as the most effective online channel, essential in funnelling sales and driving revenue. Many will therefore have a vested interest, so it’s more important than ever to track and optimize its performance.

The post Email marketing is evolving and knowing your KPIs is more important than ever appeared first on The Marketing Automation Blog.

Reblogged 2 months ago from blog.dotmailer.com

How to tap into the consumer’s psyche with your email marketing campaigns

You don’t need to have studied psychology or consumer behavior to know that human beings have both an emotive and rational side. Our process is essentially reactive, then proactive. We eat with our eyes, don’t we?

In an interesting article by Nielson Norman Group, Kahneman describes two specific ‘modes’ in which people process information – System 1 is our involuntary and automatic self, whereas System 2 is our attentive and analytical self. By default, the former is fast and effortless, whereas the latter is “slow and effortful”.

This psychology can easily be applied to email marketing, as our response to a campaign (i.e. open, click, purchase) is indicative of many factors: first our brain will register emotionally and then rationally; this occurs without us even registering. Therefore, as marketers it’s important to get the look and feel of an email just right, along with delivering content that’s super-relevant to the recipient. These elements are the make-up of a successful campaign that encourages the user or customer to take the desired action.

Putting this knowledge into practice requires a careful balancing act; as email marketers, we’ll often major on trying to capture our audience’s emotions, but this comes at a price if we forget to cater to their rational side.

3 tricks on how to seduce the consumer’s emotional side

Beautiful email design – sexy creative will tap into System 1 – and builds a strong foundation for System 2. A well-design email trumpets brand credibility and strengthens trust amongst subscribers. According to the Nielson Group, UX design (be that a website, email, social etc.) determines the credibility of a brand in 50 milliseconds. Similarly, the attention span of so-called ‘digital surfers’ – those that adopt a multi-channel browsing approach – is around 8 seconds. It’s therefore important that your email is polished and concise, while being 100% on-brand. If you’re wondering how you can go about optimizing your brand’s email design, we’ve got a free cheatsheet which’ll send you in the right direction.

Stunning images and a powerful call-to-action (CTA) – for a positive action to occur, imagery and CTAs must be eye-catching. Although images are said to speak a thousand words, it’s key that they complement your copy to signpost the reader and aid scannability. If you get the former right, you’ll set things up nicely for the all-important CTA. The CTA needs to be well-positioned, inviting, and not alarming. Nielson details the positive and negative outcomes of CTAs, depending on how our System 1 interprets them. For instance, avoid fierce, ‘in-your-face’ CTAs in favor of subtle yet influential ones. Too many variations, colors and options can cause disorientation, negative impressions and unnecessary delay. Minimal ingredients drive better conversions – so don’t over-complicate it!

Relevant friendly from name and a personalized subject line – personalization will always tap into our emotive side – but remember, getting it wrong can cause upset and belittle the overall message. Ensure that your data is top-notch, your segments are set up correctly, and you’ve tested the personalized elements of your email (such as subject line, pre-header text and dynamic content, etc.). Consistency is also key if you’re trying to build brand trust, so ensure that your friendly from name is recognizable throughout your email communications.

3 tips on how to win the consumer’s rationale

Granular segmentation and targeting – brands should tailor messages to subscribers’ interests to ensure the fluidity between their emotional and rational side – otherwise they’ll fail to engage in future. We ultimately want people’s System 1 to override their System 2 – i.e. the relevancy of the message will avoid scrutinization and suspicion. Segmentation and targeting is therefore your best friend; never forget the mantra of email marketing: the right message, to the right person, at the right time.

Superb content – according to Email Acid, 80% of your audience is scanning – rather than reading – your email. This ties in with the time-sensitive nature of online channels. Your content needs to be on point and you can do this through a combination of personalization: by crafting copy that oozes personality (reflecting your brand’s tone of voice) and good formatting that lets your content breathe. And, if you can make your email relevant to moments in your customers’ lives, you’ll be winning. Check out our cheatsheet on how to nail your copy.

An irresistible offering – to engage with email, there needs to be something worthwhile for the recipient, or else their System 1 will lose momentum and their System 2 will wield rationality. Consequently, it’s necessary for brands to scope the product offering in a way that reflects the needs of consumers and provides them with a solution to their pain points. This could be anything from an anti-wrinkle face cream (I’m in my 50s and anti-ageing cream is one of my preferences), to a whitepaper on healthcare (I’m a senior social researcher), to an undergraduate degree course in History (I’m a prospective History student).

 

As an email marketer, it’s your job to captivate the subscriber, and prolong that captivity for as long as it takes to drive a positive action or conversion – all the while affirming brand loyalty. It’s important to iterate that the success of your email marketing is ultimately up to the psychology of the end recipient and how they process the message you’ve sent them. Although there’s always an element of logic in our response to an email campaign, emotion is – nine times out of ten – at the steering wheel.

For more key takeaways on how to master email psychology, check out our whitepaper.

The post How to tap into the consumer’s psyche with your email marketing campaigns appeared first on The Marketing Automation Blog.

Reblogged 2 months ago from blog.dotmailer.com

Repetition, Repetition, Repetition … Repeat Marketing Works

A key objective for your brand should be to extend its reach across the web, as this can generate more quality leads and ultimately increase conversions. What’s more, by broadening your presence online and keeping your brand front of mind, you’re likelier to retain existing customers.

Utilizing the click-through behavior of your email recipients is an effective way of maximizing these multichannel opportunities and can help increase brand recognition. Considering that consumers spend on average 135 minutes on social media per day, as opposed to 20 minutes on email (Statista, 2017), it’s important to factor repeat marketing into your strategy mix.

Here’s how it’s done:

In the dotmailer platform you’re able to segment customers based on their email behavior. By leveraging these engagement metrics at campaign-level, you can deliver a more relevant and tailored sales cycle to consumers across the web.

Things to consider:

  • You’re a car dealership; how do you convert the prospective customer who’s opened and clicked your email about the new-generation car that’s on sale?
  • What can you do to seduce a customer who’s currently in the market for a beauty product? How can you make it irresistible – above and beyond others – to purchase?
  • You’ve not quite got the attention of that IT decision-maker yet, but you know they’re active on social media. How can you leverage this?

Whether you’re the car dealer trying to promote your offers, the beauty stylist whose product is a perfect match for the customer’s skin complexion or the B2B provider whose solution meets all your prospect’s needs – repeat marketing is a tried-and-tested way of increasing revenue.

By using the segment builder in dotmailer to query subscribers’ email opens and clicks you can begin to amplify your brand, encompassing various online channels by pairing paid adverts to their email interactions. To further optimize, dotmailer’s web tracking behavior monitors and records browse history, allowing you to pool subscribers together based on web visits. This additional visibility can make your repeat marketing even more powerful.

Delivering content to your subscribers across online channels will give your campaigns more weight in influencing their behavior and will put your brand in a competitive position. Likewise, cross-channel marketing allows you to push images and videos to your consumers in a subtle, un-intrusive way, which can tap into their psychology. Pair this with email and they’ll be looking out for your messages when scrolling the inbox.

The top social media sites allow you to upload a list of email addresses and then target content to their users, so long as they’ve associated their email address to their account.

Examples:

  • Facebook/Instagram ‘custom audiences’ – you can create an audience from your customer list, match contacts to their corresponding Facebook profiles and target with relevant ads and content
  • Twitter ‘tailored audience’ – you’re able to target users that are within your segmented subscriber list by uploading their email addresses; what’s more, you can use Twitter usernames (@user) to target relevant influencers
  • LinkedIn ‘contact targeting’ – like the above, by uploading the email addresses of your contacts, you can: market to prospects, retain customers and win back lapsed clients through tailored content

At the end of the day, it’s about being creative and recognizing that the consumer is just a human being like me and you. Consumers’ lives are hectic, with an exhaustive flow of information that’s received on a daily basis; therefore, a prompt on any one of the above channels could spring the idea back into their head, bring them back to the email, phone or website and generate a positive action.

 

 

The post Repetition, Repetition, Repetition … Repeat Marketing Works appeared first on The Marketing Automation Blog.

Reblogged 3 months ago from blog.dotmailer.com

How to use your email marketing software to prevent ecommerce fraud

From local newspapers to Facebook’s global network of two billion users, your campaigns can be seen by nearly every person in the world. Need to target flannel-wearing lumberjacks in Washington? Done. How about cat-loving motorcyclists in Texas? Easy. But with so many eyeballs on your marketing, it’s bound to draw the attention of some bad people; people trying to defraud your company. If you’re like most marketers, the thought of fraud has never even crossed your mind. And why should it? Your goals are aligned with increasing revenue, promoting customer delight, and improving your brand’s image. Fraud couldn’t possibly impact these metrics, right?

Unfortunately, the effects of ecommerce fraud can creep into every department, including marketing. Your revenue goals will suffer due to chargebacks and associated fees. Your customers’ satisfaction will drop as they’re forced to endure longer review times. Even your brand’s image could deteriorate from a public’s perception that your site facilitates fraudulent activity. When viewed in this light, perhaps it’s easier to see why you should pay closer attention to the fight against ecommerce fraud. So how can you continue to reach, and even exceed, your marketing goals while also helping to prevent fraud? Your email marketing software may hold the answer.

The email address

If you’re running an email campaign, then you already have one of the most valuable data points in the fight against fraud: an email address.

In the 46 years since the first email was sent, email marketing has evolved from a simple method of communication to a sophisticated system for connecting, engaging, selling, and, yes, protecting your business from fraud. In fact, when fraud rates are compared to other marketing channels such as ads on Facebook or Instagram, customers who come via your email marketing are four times less likely to be fraudsters, according to data from Riskified, a leading eCommerce fraud prevention company. You can thank the old reliable email address for this.

For years, fraud-prevention professionals have been using email addresses as a form of identity verification. They know that certain characteristics of an email address are typically associated with higher risk customers. For example, the age of an email address can be helpful in understanding whether your customer is a known and trusted member of the internet community or a swindler. Tools such as emailage exist to help you quickly recognize an old friend from a new enemy. And while the age of an email is important, so too is the provider, as some are safer than others.

Gmail, for example, requires each user to verify their identity, which makes it a less likely choice for an individual committing a crime. Also, the naming convention of the email can be a strong indicator. If you notice an address that looks odd or resembles a keyboard smash like asdf123@gmail.com, proceed with caution, as this can be a sign of a charlatan waiting to strike. When taken together, the email age, provider, and name can help you separate a customer from a thief.

Promotions

Customers love promotions; fraudsters don’t.

You’ve learned about the four Ps of marketing: price, product, promotion, and place. The four Ps are what drive customers to consider your product and, ultimately, purchase. But one of those Ps – promotion – can also help you avoid fraud.

We often think about promotions as a way to advertise a product or brand, quickly sell inventory, and create loyalty among new and existing customers. Promotions also happen to be extremely effective at verifying legitimate, loyal customers. As a matter of fact, ecommerce transactions that don’t include a promotional code are three times as likely to be fraudulent as transactions that do include a code, according to Riskified. Why? Because when a fraudster is using someone else’s credit card, he doesn’t care about entering a promotional code to save money.

So when you’re designing your next email campaign to promote the launch of a new product, consider creating a unique promotional code to accompany it. Not only will your customers thank you, but so will your fraud prevention team.

Behavioral tracking

Keep your friends close and your enemies closer.

In marketing, the more you know about your customer and their behaviors, the better. Well, the same is true in fraud prevention. Thankfully, many email marketing platforms automatically capture and store behavioral data about your customers through the use of cookies. One important piece of data your marketing system captures is the pages your customer has viewed and the order in which they have viewed them.

Pageviews, and, more importantly, the order of the views, can be vital in differentiating a customer from a crook. Just like your legitimate patrons have buying journeys, so do your fraudsters. While a faithful shopper will typically compare prices and read reviews resulting in a lengthy pageview history, fraudsters will not waste their time learning about your products. Instead, they will quickly go to your site’s product page and purchase the highest value item. So next time your fraud team is scrutinizing an order, share that customer’s pageview history with them. It could determine whether a loyal customer gets their goods or a fraudster’s attempt at a quick take is thwarted.

Bringing it together

By leveraging what’s already available in your email marketing software you can fight ecommerce fraud while improving your performance metrics.

Reviewing your database’s email addresses, including promotional codes in your email campaigns, and tracking the behavior of your customers are all effective ways of using your emailing platform to increase revenue while also fighting fraud. And, sure, it’s easy for us marketers to turn a blind eye to fraud, as on the surface our goals are rarely aligned with preventing it. But when you realize the impact fraudsters can have on your marketing efforts, it can quickly change your view. So before you get started creating that new marketing campaign, consider implementing some of the suggestions above. Hitting your marketing goals could depend on it.

This post was written by one of dotmailer’s partners, Riskified, a technology company focused on leveraging data and innovation to ensure brands are always one step ahead of online fraudsters.

The post How to use your email marketing software to prevent ecommerce fraud appeared first on The Marketing Automation Blog.

Reblogged 3 months ago from blog.dotmailer.com

Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?

I … Continue reading “Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?”

The post Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility? appeared first on OutreachMama.

Reblogged 5 months ago from www.outreachmama.com