1. is King:
Nurture & Convert Leads to Customers

2. Me: Do you leverage email marketing?
“Yes! We send a monthly newsletter.”
Me: Who do you send that to?
“Everyone we have in our system.”
Me: What information do you include in that newsletter?
“Anything and everything we can think of to say.”
Me: How well does that newsletter help to turn leads into customers?
“I have no idea.”

3. A full email strategy includes:
Automated Lead Nurture s
Behavioral Triggered s
Calendar-Based s

4. What is Lead Nurture Email Automation?
Automated marketing campaigns for the purpose of identifying, qualifying, and converting leads to customers.
These campaigns are comprised of strategically positioned communications created with the intent of propelling a lead within a specific segment of your audience through the purchase journey to ultimately result in your desired outcome.

5. What is Behavioral Triggered Email?
These triggered s are designed to meet your buyers where they are at the right time to drive micro-conversions. Behavioral adopts a user-focused approach to sending . It is the actions of your website visitors that dictate which s they receive, not a decision made by the marketer. Actions taken by a lead that could be used as effective trigger points:
Form submission
Made a purchase
Webpage view
Gated content download
Reading a blog post

6. What is Calendar-Based Email?
Customers interact with brands who engage, inspire, and provide relevant content straight to their inbox. These communications are tailored to unique audiences and have very specific purposes. These s allow you to leverage timely information about your audience, market, industry, and/or brand. Calendar-based s could include:
Event invitations
Registration deadlines
Customer anniversaries
Customer birthdays
Holidays

7. 829’s Framework: Generate, Nurture, Convert
Appeal
Convert
Engage
Close
Enchant

8. Lead Generation
Visitor to Lead

9. Visitor to Lead (net new leads)
Strategy behind lead generation is to provide thoughtful opportunities for web visitors to reveal themselves to us through providing their contact information in exchange for value.
Tip: Crafting prospective buyer personas as well as having a solid understanding of your ideal customer profiles is key.

10. Lead Generation (net new leads)
Visitor
Lead Generation (net new leads)
Lead
sign-up forms
Presented above the fold on relevant pages on the website
Contains a field for the web visitor to provide their name & address as well as additional fields customized to the information we’d ideally want to collect from a lead on the website

11. Lead Generation (net new leads)
Visitor
Lead Generation (net new leads)
B) Pop-up web forms
Presented on the highest viewed areas of the website
Contains a field for the web visitor to provide their address to receive a special offer, receive a discount, sign up for exclusive first-time tips, etc.
Lead

12. Lead Generation (net new leads)
Visitor
Lead Generation (net new leads)
Lead
C) Custom landing pages
Created for the purpose of driving online web traffic and social media audiences to view tailored information, special pricing customized to who they are
Contain short form to learn more, contact us, etc.

13. Lead Generation (net new leads)
Visitor
Lead Generation (net new leads)
D) Gated content
Developed and strategically placed on the website and for use with social media audiences as additional ways for leads to identify themselves to us
Downloadable PDF ebooks, guides, maps, packing lists, etc.
Lead

14. Lead Nurturing
Lead to Inquirer

15. Lead
Lead to Inquirer
Inquirer
Once a lead has identified themselves and provided their address for either a content download or to subscribe for , we can begin nurturing them via towards inquiring about booking/purchasing.
Brand-boosting buzz
Inspiring travel & adventure
Differentiators and reasons to choose you
Tailored specifically to the data we’ve captured about the lead in their form submission.

16. Email Marketing Automation
Lead
Marketing Automation
Inquirer
Lead Nurture Framework

17. Customer Promise
Decider to Customer

18. Decider
Decider to Customer
Customer
Now we have a new customer! We have the data surrounding their enrollment & can build an automated experience thanking them and continuing to stay in touch.

19. Decider to Customer Champion
Example communications:
How to prepare for their trip
Helpful tips to best enjoy their trip
Items to remember when packing
Discount on their next trip
Tailored specifically to the data we’ve captured about the customer in their form submission and the purchase data we’ve collected.

20. Best Practice
6 Tips to Remember

21. Have a goal for each email
Determine a clear, realistic goal internally - because if you don’t know what the goal of the is, the recipient won’t know either.
Goals could include:
Download a piece of content
Contact a representative
Redeem a promotional code
Register for an event
Tip: Ask yourself “when someone receives this , I want them to take action _______”

22. Personalize each email
personalization garners higher clickthrough rates, 26% higher to be exact!
Personalization tactics could include:
Including the recipient’s first name as in “Dear [First Name]”
Including the recipient’s first name in the subject line
Including the recipient’s company name
*Any more personalization than the above tends to become creepy so keep it at this!
Personalized “From” account so is coming from an actual individual.
Tips here include:
Modifying the sender’s name to appear as “Kaitlyn Merola, 829 Studios
Avoid using a “from” address that includes “noreply” as in

23. Be thoughtful with subject lines
Do not write clickbait subject lines. Ensure your subject lines are genuine and relevant to the content inside the . By being straightforward with the subject line and following through within the body, you can deliver on your promise and connect with an interested audience from the get-go.
Tip: Read every subject line out loud to yourself. Would it be something you’d open?
Important subject line tips include:
Keep it between characters
Clear, crisp, genuine
Limit the use of caps, special characters, etc.

24. Leverage preview text
This line of text that appears right underneath/next to the subject line is a perfect way to hold the attention of the recipient. It’s simply another way to beckon the person to open the !
Important preview text tips include:
Keep it between characters
First 5-8 words are most crucial
Write in a way that provokes action

25. Provide compelling CTAs
Arguably the most vital piece of an is the CTA. A thoughtful call-to-action garners trust between the brand and the recipient and allows for quality conversions.
Let the CTA take center stage, always:
Place the CTA above the fold (it will receive 84% more attention!)
Make the button visually appealing and enticing
Keep the text within the CTA short and to-the-point
Use an HTML button as opposed to an image button
Tip: always provide an in-text link for the CTA as well!

26. Create an on-brand signature
The signature in your s is one last way, at the bottom of your , to convey who you are and what your brand represents. It’s a virtual business card, so spice it up!
Low cost, high return:
Reinforces the brand
Adds a personal touch

27. The proof is in the pudding
marketing technology is used by 82% of B2B and B2C companies. – Ascend2
You are 6x more likely to get a click-through from an campaign than you are from a tweet Campaign Monitor
is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
When it comes to purchases made as a result of receiving a marketing message, has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA
For every $1 spent, marketing generates $38 in ROI. – Campaign Monitor
The average order value of an is at least three times
higher than that of social media. – McKinsey

28. Thank You!
Kaitlyn Merola