Marketing TRAINING SERIES

Marketing TRAINING SERIES In this webinar, we will cover: Fundamentals of marketing Creating and sending s in LeadOutcome Analyzing results (understanding what metrics matter and why) How to act on these results

Marketing: Fundamentals TRAINING SERIES List building do’s and don’ts Using auto-responders CAN-SPAM compliance and what that means Optimizing s for delivery Persona building and how that affects your s Frequency and relevancy

Marketing: Fundamentals TRAINING SERIES LIST BUILDING DO’S AND DON’TS DO: Use Tags to segment based on relevancy (use with forms or smart pixels) Use targeted lists when you’re sending s Build lists naturally/organically Provide the offer with a link in your vs on a Thank You Page DON’T: Purchase lists!! Always send all s to all leads Send irrelevant, untargeted information

Marketing - Fundamentals TRAINING SERIES Ideas for building lists naturally: Blog Whitepapers, eBooks, PowerPoints, infographics, free stock images Share on social media (Twitter now indexing tweets!) Using social media to create conversation and generate traffic Go to tradeshows and networking events Bid for targeted, long-tail keywords and track them for organic usage Use video & video SEO

Marketing - Fundamentals TRAINING SERIES USING AUTORESPONDERS: Form length should be equal to the value of content offered Understanding of cookies and how that affects submissions Directing to a Thank You Page Following up with nurturing campaigns Employing Tags for segmentation Tying in s that require the recipient to take action

Marketing - Fundamentals TRAINING SERIES CAN-SPAM COMPLIANCE WHAT IS IT?

Marketing - Fundamentals TRAINING SERIES CAN-SPAM COMPLIANCE 2003 law setting the standard for commercial sending Canadian CAN-SPAM law updated in 2014 with stricter standards Fines & potential imprisonment for abuse So, what does this mean for most marketers?

Marketing TRAINING SERIES “There are rules for going about an outbound marketing campaign. You cannot amass a list of random addresses and enter them into an auto-responder list because not only is this against most auto-responders’ terms of service, but individuals who do not choose to opt into the list can claim spamming, and that is actually illegal.” – MarketingLand

Marketing - Fundamentals TRAINING SERIES OPTIMIZING YOUR S FOR DELIVERABILITY Deliverability: the ability to get your s delivered to the intended destination. Understand DMARC and the impact it has on your s.

Marketing - Fundamentals TRAINING SERIES QUESTION: What things in your s can trigger a spam filter to ding your s as spam?

Marketing - Fundamentals TRAINING SERIES

Marketing - Fundamentals TRAINING SERIES

Marketing - Fundamentals TRAINING SERIES What things in your s can trigger a spam filter to ding your s as spam? Attachments Excessive red font Excessive punctuation Excessive capitalization Excessive use of FREE Image-only s / excessive images in s

Marketing - Fundamentals TRAINING SERIES PERSONA LIST BUILDING AND HOW THAT AFFECTS YOUR S Goes back to list building and sending targeted messages Use language that connects with your audience (B2B, B2C, millennials, Gen Xers, etc.) State a reason for sending your s

Marketing - Fundamentals TRAINING SERIES FREQUENCY & RELEVANCY Goes back to list building and sending targeted messages Let your audiences know that you’ll be ing them Too many messages = bad Too few messages = bad Meaningless messages = bad

Marketing – Create/Send TRAINING SERIES CREATE & SEND S IN LEADOUTCOME

Marketing – Analyzing Results TRAINING SERIES ANALYZING RESULTS: (understanding what metrics matter and why) Your send rate doesn’t matter, slightly. Your open rate doesn’t matter. Understand why it doesn’t matter. Any guesses why it doesn’t matter?

Marketing – Analyzing Results TRAINING SERIES ANALYZING RESULTS: (understanding what metrics matter and why) So what does matter? Click rate Unsubscribe rate Spam complaint rate

Marketing – React on Results TRAINING SERIES HOW TO REACT TO THE RESULTS THAT MATTER Refine messaging for existing messages and/or future messages Use SMART PIXELS to react (unsubscribe from a campaign, assign/unassign a tag, etc.) Don’t obsess over metrics too much (focus on trends)

Marketing – React on Results TRAINING SERIES JUST BECAUSE YOU KNOW THEY WANT IT, DOESN’T MEAN THEY WANT IT FROM YOU RIGHT NOW… T&C 2015

Marketing - Conclusion TRAINING SERIES Build lists organically. Understand CAN-SPAM, DMARC and spam triggers. Understand your personas. Optimize your s (ALWAYS be optimizing) for content, frequency, and relevancy. Focus on the metrics that matter. Have a follow-up action in place for those metrics.

Marketing - Conclusion TRAINING SERIES QUESTIONS?

Marketing - Conclusion TRAINING SERIES THANK YOU!