1. Email Marketing TRAINING SERIES

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

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

4. Email 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 emails Build lists naturally/organically Provide the offer with a link in your email vs on a Thank You Page DON’T: Purchase lists!! Always send all emails to all leads Send irrelevant, untargeted information

5. Email 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

6. Email 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 emails that require the recipient to take action

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

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

9. Email Marketing TRAINING SERIES “There are rules for going about an outbound marketing campaign. You cannot amass a list of random email 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 e-mail list can claim spamming, and that is actually illegal.” – MarketingLand http://marketingland.com/fundamentals-executing-profitable-outbound-email-marketing-campaigns-113231

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

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

12. Email Marketing - Fundamentals TRAINING SERIES

13. Email Marketing - Fundamentals TRAINING SERIES

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

15. Email Marketing - Fundamentals TRAINING SERIES PERSONA LIST BUILDING AND HOW THAT AFFECTS YOUR EMAILS 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 emails

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

17. Email Marketing – Create/Send TRAINING SERIES CREATE & SEND EMAILS IN LEADOUTCOME

18. Email 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?

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

20. Email 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)

21. Email 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

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

23. Email Marketing - Conclusion TRAINING SERIES QUESTIONS?

24. Email Marketing - Conclusion TRAINING SERIES THANK YOU!