1. Marketing

2. by Arash Khosravian & Farhad Beheshti from Anetwork
Hello!
by Arash Khosravian
& Farhad Beheshti
from Anetwork

3. Why ? 1

4. PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND WORK.

5. In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.

6. INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT THAT PROVIDES VALUE.

7. Inbound Methodology

8. WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR BUSINESS CAN MAKE.

9. Email is a channel that you own
is a channel that you own. You will always have a 1:1 relationship with your contacts.

10. THE CORE PRINCIPLES OF EMAIL MARKETING
The rise of mobile devices
The significance of segmentation
The power of personalization
The importance of data-driven analysis and optimization

11. THE CORE PRINCIPLES OF EMAIL MARKETING
The rise of mobile devices
The significance of segmentation
The power of personalization
The importance of data-driven analysis and optimization

12. 45% of Email messages are opened in mobile devices

13. THE CORE PRINCIPLES OF EMAIL MARKETING
The rise of mobile devices
The significance of segmentation
The power of personalization
The importance of data-driven analysis and optimization

14. agree or strongly agree.
When asked to rate the statement: “Most of the marketing s I receive include no content or offers that are of interest to me.”
62%
agree or strongly agree.

15. THE CORE PRINCIPLES OF EMAIL MARKETING
The rise of mobile devices
The significance of segmentation
The power of personalization
The importance of data-driven analysis and optimization

16. JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE DOESN’T MEAN IT HAS TO READ LIKE IT DID.

17. THE CORE PRINCIPLES OF EMAIL MARKETING
The rise of mobile devices
The significance of segmentation
The power of personalization
The importance of data-driven analysis and optimization

19. 1. Why ?
2. Lifecycle Marketing
3. Segmentation
4. High-Performing
5. Design
6. Deliverability
7. Lead Nurturing
8. Analytics and Optimization

20. Lifecycle Marketing 2

21. LIFECYCLE MARKETING
How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.

22. LIFECYCLE MARKETING

23. Inbound Methodology

24. A sample customer lifecycle
Become interested in your company’s type of software
Learn about your product
Use your product’s demo
Love the demo
Remove the restrictions on the demo by buying the full version
[Months or years in the future] Upgrade to a new version of the software

25. of your leads will not be sales-ready when first generated
73%
of your leads will not be sales-ready when first generated

26. HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
Map the content in your s to the buyer’s journey
Identify key touch-points in your marketing and sales process

27. THE BUYER’S JOURNEY

28. HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
Map the content in your s to the buyer’s journey
Identify key touch-points in your marketing and sales process

29. POTENTIAL KEY TOUCHPOINTS
Subscribing to your blog
Filling out a contact form
Requesting a consultation
Downloading E-books

35. YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY BECAUSE A CUSTOMER HAS PURCHASED.

36. as much of their first purchase.
Loyal customers are worth up to
10X
as much of their first purchase.

37. THREE CUSTOMER STAGES
New customers
Ongoing customers
Evangelists

41. Segmentation 3

42. BARRIERS TO EFFECTIVE EMAIL MARKETING

43. Segmented vs. Unsegmented Email Campaigns

44. WHAT IS A LIST?
Lists are the different ways that you break up your contacts into smaller segments based on their similarities.

45. HOW MARKETERS SEGMENT THEIR CONTACTS

46. BUYER PERSONAS
Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

47. EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.

48. IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.

49. EXPLICIT AND IMPLICIT
Explicit Data
• Contact information
• Company Information
• Form Submission
Implicit Data
• engagement
• Web analytic history
• Conversion data

50. Build separate lists for your subscribers, leads and customer
Build separate lists for your subscribers, leads and customer. These lists ensure that you send the right person the right message at the right time.
Personas give you a clear picture of who will be receiving your .
Think about business-specific info your company might need to track.

51. ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES

52. High-Performing Email4

53. THINK BIGGER THAN CLICKS AND OPENS.

54. BEST PRACTICES FOR HIGH-PERFORMING EMAILS
Determine a good primary goal for your
Optimize your for opens
Compel your reader to action

55. BEST PRACTICES FOR HIGH-PERFORMING EMAILS
Determine a good primary goal for your
Optimize your for opens
Compel your reader to action

56. BEST PRACTICES FOR HIGH-PERFORMING EMAILS
Determine a good primary goal for your
Optimize your for opens
Compel your reader to action

58. CRAFTING A GREAT SUBJECT LINE
Shorter is better
Avoid salesy language
Keep it straightforward
Personalize

59. CHOOSING YOUR FROM NAME AND EMAIL ADDRESS
Use a company address, not a free webmail account
Don’t send s from no-reply
Use an address that indicates the purpose of the send
Customer lifecycle should dictate who the comes from

60. the snippet of copy that is pulled from the copy of your email.
Preview text:
the snippet of copy that is pulled from the copy of your .

61. BEST PRACTICES FOR HIGH-PERFORMING EMAILS
Determine a good primary goal for your
Optimize your for opens
Compel your reader to action

62. WRITING EFFECTIVE EMAIL COPY
Write for scanability
Use the right tone
Personalize
Make it readable on any screen
Proofread, proofread, proofread
Mix it up

64. PREVENTING ERRORS IN YOUR EMAIL
Send yourself a test. Check it on your computer and your phone
Try to read your without images.
Click on all of the links
Make sure your unsubscribe link is working
Test your in popular apps and programs

65. litmus.com

66. MAKE EACH COMPONENT OF YOUR EMAIL A CALL-TO-ACTION
Don’t use vague phrases
Link images to your offer’s landing page
Hyperlink the appropriate copy in the
Edit alt-text of images and CTAs

67. Effect of number of images in marketing emails on CTR.

68. Example of an Uber receipt

69. Blog update from Zapier

70. Blog update from Zapier

72. Design 5

73. Design is not just what it looks and feels like. Design is how it works.
- Steve Jobs

74. EMAIL DESIGN BEST PRACTICES
Pick a primary goal
Write and design the copy
Create a consistent experience

75. EVERY PART OF YOUR EMAIL SHOULD SUPPORT THE GOAL YOU’VE SELECTED.

76. wall-of-text

77. WRITING EFFECTIVE EMAIL COPY
Write for scannability
Use the right tone
Personalize when appropriate
Proofread, proofread, proofread

78. The Inverted Pyramid

80. How to reduce information density.

81. The importance of white space.

82. EMAIL DESIGN AND WEB DESIGN ARE DIFFERENT.

83. Campaign Monitor’s ultimate guide to CSS.

84. EMAIL IMAGES AND STYLING TIPS
Add alt-text to your images
Avoid creating your as a single image
Define the width and height of your images

85. Less is more

86. DESIGNING FOR MOBILE DEVICES
Use mobile-friendly templates
Move your call-to-action above the fold
Font should be minimum 14pt font
Avoid the “wall-of-text” by using line breaks
Your call-to-action should be at least 44 x 44 pixels

88. Deliverability 6

89. DELIVERABILITY
The measurement and understanding of how successful a sender is at getting their marketing message into people’s inboxes.

90. IF YOU SEND THAT PEOPLE DON’T WANT, THAT DOESN’T ACTUALLY BENEFIT THEM, EVENTUALLY YOU WON’T GET INTO THEIR INBOX.

91. BEST PRACTICES FOR BEFORE THE SEND
Sources
Permissions

92. MEASURING YOUR DELIVERABILITY AFTER THE SEND
Engagement metrics
Contact churn metrics

93. BOUNCE
A bounce is an that for some reason was rejected by the recipients mail server.

94. MOST COMMON TYPES OF BOUNCES
Recipient bounces
Content bounces
Reputation bounces

95. BOUNCE CODE
CODES THAT START WITH A FOUR MEAN IT’S A TEMPORARY BOUNCE. YOU CAN TRY AGAIN LATER.
CODES THAT START WITH A FIVE MEAN THE ADDRESS SHOULD NEVER BE TRIED AGAIN BECAUSE IT WILL NEVER WORK

96. RECIPIENT BOUNCES
Have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces.

97. CONTENT BOUNCES
Have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was kinda gross.

98. WHY CONTENT BOUNCES HAPPEN
They didn’t like something you linked to
You didn’t have enough actual text content in the
Your copy looks like content that they have previously marked as spam
Your copy was loaded with spelling errors

99. REPUTATION BOUNCES
Some system between you and the recipient’s mailbox made a judgment call based on your reputation and refused to deliver the message. The bounce codes are either 571, 554, or sometimes 471.

100. GETTING MARKED AS SPAM WILL IMPACT YOUR ABILITY TO SEND EMAILS TO PEOPLE WHO LOVE THEM.

101. Avoid Sending Spam Email & Improve Your Email Deliverability
Don't buy or rent lists.
Don't people who have bounced repeatedly
Don't use all caps anywhere in your or its subject line.
Don't embed forms in your s.
Don't use spam trigger words.

102. Link shorteners are used by spammers to hide where their links will actually end up.
service providers will stop showing greymail to subscribers

103. HOW TO COMBAT GREYMAIL
Send re-engagement campaigns, then stop sending s to the ones that don’t re-engage
Increasing segmentation
Removing contacts from your database who are no longer engaged

104. Lead Nurturing 7

105. LEAD NURTURING
The process of building relationships with prospects with the goal of earning their business when they are ready.

106. of your leads will not be sales-ready when first generated
73%
of your leads will not be sales-ready when first generated

107. MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.
- SCOTT BRINKER

108. BEST PRACTICES FOR LEAD NURTURING
Decide how to use lead nurturing for your business
Learn how to build a great individual workflow
Communicate with your leads based on their behavior

109. BEST PRACTICES FOR LEAD NURTURING
Decide how to use lead nurturing for your business
Learn how to build a great individual workflow
Communicate with your leads based on their behavior

110. BEST PRACTICES FOR LEAD NURTURING
Decide how to use lead nurturing for your business
Learn how to build a great individual workflow
Communicate with your leads based on their behavior

111. THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:
How many leads do you get each month?
Through which channels do you get generate those leads?
Do you have a sales force? If so, how many reps do you have?
What is your business model?
How long is your sales cycle?

112. Nurturing Types

113. BEST PRACTICES FOR LEAD NURTURING
Decide how to use lead nurturing for your business
Learn how to build a great individual workflow
Communicate with your leads based on their behavior

114. BEHAVIORAL
Sending targeted s to your contacts based on their actions and behaviors.

119. Analytics and Optimization8

120. Inbound Methodology

121. 53%
of organizations chose data-driven marketing as their top priority for 2016.

122. THE TYPES OF METRICS YOU SHOULD TRACK
Individual metrics
channel metrics
health metrics

123. THE TYPES OF METRICS YOU SHOULD TRACK
Individual metrics
channel metrics
health metrics

125. OPEN RATE
The percentage of people that received your who actually opened it.

126. CLICK-THROUGH RATE
The percentage of people who clicked on a link in your after opening it.

127. CONVERSION RATE
The percentage of people who clicked on a link within your AND completed a desired action.

128. THE TYPES OF METRICS YOU SHOULD TRACK
Individual metrics
channel metrics
health metrics

129. GOALS FOR YOUR EMAIL CHANNEL METRICS
• How people engage with your s.
• How impacts your ability to move people through your funnel.
• How effectively you can use to drive traffic to specific events
• How your database is growing or decaying.

130. of your email marketing database will decay every year, on average
22.5%
of your marketing database will decay every year, on average

131. THE TYPES OF METRICS YOU SHOULD TRACK
Individual metrics
channel metrics
health metrics

132. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION

133. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION
Bad subscriber expectations
• Give people more options
• Set better expectations

134. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION
Bad subject line
Write a short, to-the-point, non-salesy subject line

135. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION
These contacts are not engaged
Send them a specific offer that will entice them to re-engage

136. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION
Your offer isn’t relevant
This is often a function of poor segmentation. Look to the Buyer’s Journey and Buyer Personas to improve your .

137. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM
SOLUTION
You have deliverability issues
You never made it into the inbox in the first place. Go to Deliverability chapter

138. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM
SOLUTION

139. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM
SOLUTION
The CTA isn’t prominent enough
Make sure your CTA is prominent, well-placed, attention-grabbing and action-oriented

140. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM
SOLUTION
Your is trying to do too many things
When someone opens an , it should be crystal clear what they are supposed to do.

141. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM
SOLUTION
Subject line and content of the are not aligned
Don’t bait and switch you readers

142. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM
SOLUTION
Your is not optimized for mobile
Use mobile-responsive templates, and design your s with mobile in mind

143. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM
SOLUTION

144. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM
SOLUTION
Poor alignment between content in and offer on landing page
Clearly and accurately demonstrate the value of your offer through the entire user experience, from inbox to conversion

145. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM
SOLUTION
You have a bad landing page
Use landing page best practices • A clear and compelling headline • Visual emphasis on value of offer • No navigation or menu links • A form whose length mirrors the value of the offer

146. OPTIMIZATION

147. Setting up a test 1.Segment your database
2. identify opportunitis in your funnel
3. Design experiments
4.Prioritize the experiments

148. EMAILS ARE NOT GETTING OPENED
Hypothesis #1:
Your s are ending up in the Gmail promotions tab
Solution:
To avoid getting marked as a promotion:
• s should sound personal
• Remove images
• Avoid using sales-y language

149. EMAILS ARE NOT GETTING OPENED https://litmus.com/gmail-tabs

150. EMAILS ARE NOT GETTING OPENED
Hypothesis #2:
Your subject line contains characters and words that trigger the recipients spam filter.
Solution:
Improve your subject line
Avoid emojis
Remove sales-y words
Align subject line with content

151. EMAILS ARE NOT GETTING OPENED

152. EMAILS ARE NOT GETTING OPENED
Hypothesis #3:
Your s are arriving at the recipients inbox at a time that does not suit them to open it
Hypothesis #4:
The subject line is not compelling.
Hypothesis #5:
You’re sending too many s.

153. KISSMETRICS A/B TEST SIGNIFICANCE CALCULATOR

154. Any questions ? farhad.be@gmail.com
Thanks!
Any questions ?