Sending the Right Email to the Right Person

SENDING THE RIGHT EMAIL TO THE RIGHT PERSON.Inbound Certification Class #7

AlanPerlman

Certification Program Manager, HubSpot Academy

extreme sports enthusiast.

@alanperlman

#INBOUND

AGENDA.

1. WHY EMAIL MARKETING IS IMPORTANT

2. SEGMENTING YOUR CONTACTS DATABASE

3. HOW TO CREATE WORLD-CLASS EMAILS

4. KEY TAKEAWAYS AND RESOURCES

WHY EMAIL MARKETING IS IMPORTANT.

1

ISN’T EMAIL OUT OF DATE?

Average ROI of Email

$1 $40.56

63% of Marketers Cite

Email as the Channel

that Offers Best ROI

NOPE. NO WAY.

I get it. I’m in.

How can Email help me?

BUILDING RELATIONSHIPS

BRAND AWARENESSAND TRUST

LEAD GENERATION

BOOST SOCIAL INTERACTION

NURTURING RELATIONSHIPS

DRIVE SALES

BUILD CUSTOMER

LOYALTY

EDUCATE OR UPSELL

TRACK MARKETING ROI.

2SEGMENTINGYOUR CONTACTS DATABASE.

SEVERALIDEAL CUSTOMERS

PEOPLE AT VARIED LIFECYCLE STAGES.

Top of the Buying CycleProspect knows there’s a

problem that needs to be

solved

• Free whitepapers

• Free guides & tip sheets

• Free eBooks

• Free videos

• Free kits (a combination of

any of the above)

Middle of the Buying CycleProspect recognizes a need

for a solution like yours

• Free webinars

• Case studies

• Free sample

• FAQ sheets

• Product spec sheets

• Catalogs

Bottom of the Buying CycleProspect seeks solution to their

need; ready to buy

• Free trials

• Demos

• Free consultations

• Estimates or quotes

• Coupons

HIGHLYTARGETEDEMAIL MARKETING

4%

14%

15%

15%

18%

21%

24%

24%

24%

28%

34%

39%

Other

Improved Word-of-Mouth

Greater Customer Acquisition

Lower Spam Complaints

Greater No. of Transactions

Greater Customer Retention

Better Deliverability

Increased Sales Leads

Greater Revenue

Lower Opt-Out/Unsubscribe …

Greater Email Relevance

Increased Open Rates

% of Respondents

EMAIL LIST SEGMENTATION RESULTS.

Source: Lyris, Inc.

YOUR LIST DECAYS AT

~25% PER YEAR

GEOGRAPHIC

SEGMENTATION.

INDUSTRY SEGMENTATION.

JOB TITLE OR ROLE SEGMENTATION

CONTENT SEGMENTATION

K.I.S.S.KEEP

ITSIMPLE

SILLY

REFLECT AND ANALYZE

HOW TO CREATE WORLD-CLASSEMAILS.3

SET YOURSELF

APART

1. IDENTIFY A SPECIFIC GOAL

2. SEGMENTYOUR LIST

3. PERSONALIZE WHENPOSSIBLE

BETWEEN FROM NAME ANDEMAIL ADDRESS

4. CREATE CONSISTENCY

5. USEACTIONABLELANGUAGE

6. CREATE CLEAR, COMPELLINGSUBJECT LINES & EMAIL COPY

7. WRITE MOSTLY IN THESECOND PERSON

I’m the best! Buy my stuff!

8. FOCUS ON BENEFITS, NOT FEATURES

Less than 200 words.

9. BE BRIEF

10. HAVE A CONCISESIGNATURE/FOOTER

11. TEST YOUREMAIL

12. ANALYZE YOUR EMAIL

WHAT ARE WE LOOKING FOR?

BOUNCE RATE

DELIVERYRATE

LISTGROWTH

CLICK-THROUGH RATE(CTR)

EMAILSHARING

CONVERSION RATE

REVENUE PER EMAIL

SENT

OPEN RATE

UNSUBSCRIBE RATE

DIFFERENT TYPES OF

EMAILS.

EMAIL NEWSLETTER. example 1

EMAIL DIGEST. example 2

STAND-ALONE EMAIL. example 3

LEAD NURTURING EMAIL. example 4

TRANSACTIONAL EMAIL. example 5

KEY TAKEAWAYS AND RESOURCES.4

1. Email marketing is not out of date.

KEY TAKEAWAYS

2. Segment your email list.

3. Write emails that add value, that build or

that nurture relationships.

4. Analyze your emails. Be deliberate.

RESOURCES

1. eBook: An Introduction to Email Marketing

2. Blog Post: 25 Little Email Marketing Experiments

That Deliver BIG Results

3. Blog Post: 16 Things People Really Hate About

Your Email Marketing

4. Blog Post: 27 Ways to Slice and Dice Your

Email List for Better Segmentation