Marketo Los Angeles User Group Meeting - October 2014

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Oct 22, 2014

Los Angeles Marketo User Group Leader

Madhu GulatiPresident/ Chief Strategy Officer

ShowMeLeads Inc.

Welcome LA Marketo User Group


Los Angeles Marketo User Group Leaders

Madhu Gulati Josh HillPresident/ Chief Strategy Officer Marketo Practice Lead ShowMeLeads Inc. Perkuto

Marketo Partner

About Us

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World Class Global Subscription

Management Center

Agenda:

Reasons for unsubscribe

Key Elements of Email Preference Center

Types of Email Preferences

How to create your dream Email Preference Center

What to consider

Q&A (15 minutes)

#LAMUG

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Lost Emails

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential5

50% people do not even open the email

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Unsubscribe Rate

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Reasons for Unsubscribing from emails

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So what’s the solution?


Create a perfect Email Preference Center

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Email Preference Center- What it means?

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Key Elements of Email Preference Centre

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1. Give Control to your subscribers

2. Share relevant messages

3. Personalize

4. Nurture based on buying cycle

5. Reduce unsubscribe rate by following best practices

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Types of email preferences

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Unsubscribe/Opt Out

Email Subscription/Opt-in

Update Email Preference

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Unsubscribe/Opt Out

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5 things to consider

1. Visibility: Unsubscribe link should be visible and easy to find

1. Be clear and precise what the subscriber needs to do in order

unsubscribe.

2. Remember to always include the option to unsubscribe from all

email communications at once (or else violate the CAN-SPAM

Act).

2. Clarity: Configure the subscription center which clearly shows user

what they're already subscribed to till date

3. Confirm: Create a landing page and send confirmation email stating

clearly confirmation message that their preferences were updated.

4. No Distractions: Remove any extra distractions such as navigation,

images, competing text, etc.

5. Allow them: Allow people to unsubscribe without having to do

anything else, like entering email address again, completing a

feedback survey, etc.

http://blog.hubspot.com/blog/tabid/6307/bid/31302/The-Laws-Marketers-Need-to-Know-to-Avoid-Legal-Backlash.aspx

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Email Subscription/Opt-in

Consider following for all the opt in landing pages:

• Headline: Grab attention, make that very first impression

• Opt-in form: this is where people will actually signup, make it simple

• Call-to-action: Make sure you have good reason for any one to opt-in.

Make a strong offer

• Be Social : Add those social element, the more credible you are, the

more likely people are going to be to signup..

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1. Frequency: Create the Email preference that it helps subscribers control

the frequency of the emails they receive.

2. Pick Option: Let subscribers choose and control which topics they

receive emails about. Create multiple, targeted email subscription types,

and let subscribers pick and choose among their options.

3. Details of each option: Make sure to describe each email subscription

option, including the value of the content and the frequency to expect.

4. Remind: Always remind them why they're getting your emails.eg. you

are receiving this email because…

• Share why you thought they'd enjoy your content/remind them of the

email's value.

• Ask them to confirm they no longer want your emails in a light or

humorous way.

5. Re-subscribe: Give them an option to re-subscribe to other email lists.

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Feedback from Unsubscribes

3 Tips for Gathering Valuable feedback:

1. Include an optional feedback survey to ask

why people are unsubscribing.

2. Give people the option to contact you

directly. You'd be amazed by the kind and

useful feedback you can get through direct

communication

3. Allow people who unsubscribe to leave their

own, open-ended feedback.(Text Box)

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Email Preferences

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Email Preferences

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Where do we get started?

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Basic:• Assets:

• Email- Responsive

• Landing Page- Responsive

• Form 2.0

• Campaigns:

• Triggers to send emails for confirmation and

update preference

Advance:• Dynamic Content

• Java Scripting

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Mobile Design-Responsive- The New Term!

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Creating Email Preference Center

Assets- Email

This email was sent to you

because you requested

information from Marketo or a

partner. If you wish to

unsubscribe or update your

email subscription, please visit

our email preference center.

View our privacy policy.

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Creating Email Preference Center

Assets- Form and Landing Page

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Best Practices

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• Use Progressive Profiling Form

• Clean and Simple Op-in Strategy

• Send Confirmation Email

• Always state why your subscribers are getting emails

• Lead Nurturing tracks

• Offer Preferred Mode

• Ask/Suggest Frequency

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Best Practices

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Best Practices

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Lead Nurturing

with Snippets and

Dynamic Content

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Best Practices- Frequency Preference

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Thank you!

Questions and Comments:

[email protected]

Marketo Los Angeles User Group Meeting - October 2014

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