Ultimate Engagement: Data Driven Email Tactics

Ultimate Engagement: Data Driven Email Tactics
by Jed Williams, Vendasta

We can leverage data to…

1. Pinpoint businesses when they are “Ready to Buy”
2. Contact them as close as possible to that moment
3. Offer pertinent solutions at the right price and service model.
4. Manage pipelines more effectively; Improve sales efficiency

Marketing Automatcion

• actual business data
• targeted email campaigns
• evergreen marketing
• real-time tracking

Marketing Automation Struggles

• 70% of marketers are unhappy with their current marketing automation platform

Know your stakeholders

• sales manager
  • needs: pipeline management & robust analytics
    • lead tracking & performance
    • easily provision, sell, fulfill
    • marketing after the sale
• sales rep
  • needs: smart, persistent campaigns & real-time alerts
• Business owner
  • needs: vendor declutter, education, fulfillment
    • prescriptive content
    • targeted solutions
    • agency of record

Reputation & Presence Data = Foundational

• reviews
• searchable
• mobile content
• location
• social presence

relevant data = more engagement

The Benefits of “Big Data” Marketing

• solving real problems – take the guesswork out of the sales process

Turning Outbound Marketing into Inbound Marketing

by George DiGuido, About.com

What is about.com? Place where people go to for answers.

• founded in 1996
• 85 million UVs
• 13th largest site on the Internet
• 1000 experts on all topics
• each month more people on about.com than pandora, twitter, etc.
• 1.5 million pieces of content created over the last 19 years

How do we send that content out via email?

What data is out there for email (and what should we care about)?

• sent
• delivered
• open
• click
• CTOR (click to open rate)
• Opt-Out
• Spam

When you test different content and subject lines, there are many things to evaluate.

If the metrics are close (no clear winner) dig deeper to find the better value.

One way for email is to send out a pre-test email to a select group with a couple days to get data and then sound out your actual email based on results.

Partner with the social team. Test different sharing networks and methods.

When testing alternate things, test at least 6 times, to ensure that better conversion rates aren’t tied to content or headlines.

Sugar glider effect – sugar glider article on about.com took off on social media (reddit), but when it was sent via email, it tanked. Make sure you listen to your audience.