how to get personal with b2b email marketing

800-‐920-‐7227 | www.pinpointe.com


Webinar brought to you by…

Leader in B2B Email Marke9ng


FEATURED SPEAKER Pam Neely Marke&ng Content Creator, Email Expert www.pamneely.com Phone: 505.660.7072 | [email protected] Twi>er: @pamellaneely

MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. [email protected] 800-‐920-‐7227

Email markeIng and content creaIon expert, author of “50 Ways to Build Your Email MarkeIng List”


What We’ll Cover Today

•  Why personaliza9on is worth your 9me

•  Personaliza9on starts with good data

•  Form op9miza9on

•  Personaliza9on strategy

•  Where and how to use personaliza9on – with 31 examples


Personaliza9on versus segmenta9on

versus


Why personaliza9on works – even first name personaliza9on

1.  We are tuned in to our names. 2.  We are constantly assessing if content is

relevant to us. 3.  Relevancy is one of the power laws of

markeIng.


That’s why this is nice:


But this is beWer:

[FNAME]


But here’s where marketers are most likely to personalize


Advice from Kath Pay, CEO of Holis9c Email Marke9ng Ltd.

"Email is the easiest channel to personalize and the best place to start on your personaliza&on journey.”


We’re going to focus on email personaliza9on, specifically B2B email personaliza9on


Why personaliza9on is worth doing


Why do personaliza9on?

•  Higher open and click-‐through rates •  Customers want personalized emails •  Personalized emails get forwarded •  Most marketers believe personalizaIon will only expand further


Your emails will get higher open and click rates


Here’s where personaliza9on tends to help the most


Another reason to personalize your emails: Your customers and clients want it


From a 2015 Marke9ng Sherpa survey of 1748 adults


Advice from Chad White, Research Director at Litmus:

“Subscribers expect you to personalize your emails to them based on a broad set of a>ributes and behaviors, including (1)  who they are (2)  who they care about (3)  what they did (4)  what others did in reacIon (5) what they have (6) where they are.”


Why do personaliza9on? Your emails are more likely to be forwarded


Why do personaliza9on: It’s the future of marke9ng


76% of marketers believe that within the next five years all email communica9ons will be completely personalized

-‐ Econsultancy Email MarkeIng Industry Census 2015, in associaIon with Adestra


More evidence about the future of personaliza9on


So how do you get started?


Personaliza9on starts with good data


Most marketers struggle with personaliza9on


Usually because of bad data


Where data goes bad

•  Files corrupted or database systems don’t sync •  Some form fields are incorrectly filled out -‐ by

mistake •  Some form fields are incorrectly filled out -‐

deliberately •  If gathering info from in-‐person events,

handwriWen forms can have mistakes due to bad handwri9ng


But the biggest issue is how old your data is

Every year 25-‐30% of email addresses change due to list churn


If you’ve got bad or unreliable data, there are some op9ons


Record linkage services can help •  Allows you to merge overlapping data

•  Also lets you do data overlays and appends


Progressive profiling can help, too


Where does your data come from?

•  Exis9ng (legacy) database •  Landing pages from ad clicks, author bios,

webinar sign ups, etc. •  Content downloads on your site (white papers,

recorded webinars) •  From user behavior (email clicks, website ac9vity) •  From sales team •  From 3rd party data •  From in-‐person events


Much of your data is coming from…

Forms


How to get more conversions from your lead genera9on forms


Here’s what informa9on prospects want to give – and don’t want to give


Usually, shorter forms convert beWer


But not always…


Ways to improve form conversions


Conversion rates for form buWons/call to ac9ons


96% of people who visit a website leave without compleIng the acIon the marketer would like them to take.

– Forrester Research


Personaliza9on strategy


Advice from Jordie van Rijn, email marke9ng consultant “You will have to choose carefully what you want to know from your recipients. What data will bring you towards a be>er, more personalized and more profitable form of email communicaIon.”


Are you really going to use the informa9on you’re asking for?


How does that informa9on fit into your overall email marke9ng strategy?


How does it fit into your overarching marke9ng strategy and business goals?


Advice from Kath Pay, CEO of Holis9c Email Marke9ng Ltd.

“Personaliza&on is not only the art of providing the right informa&on at the right &me, but also of crea&ng an experience -‐ one that is welcomed by your subscribers. The key to success is by leading with strategy and have technology support and deliver on your strategy.”


So how do you do that?


Leverage your buyer personas to shape your personaliza9on efforts


One way to do that: Build your personaliza9on around key conversions


Once you’ve defined a strategy, then start thinking about individual email messages and marke9ng campaigns


Personaliza9on examples:

1.  First name 2.  LocaIon 3.  Order or download history 4.  Dynamic content 5.  Time zone 6.  Event a>endance 7.  Persona

8.  Progressing profiling 9.  Birthday 10.  Replenishment email 11.  Videos 12.  Quizzes 13.  Member status

13 ways to personalize an email


Here’s what each of those looks like in ac9on


1) Email personaliza9on at it’s most basic: The personalized subject line


The personalized subject line


The next most common personaliza9on tac9c: Adding the first name to the body of the email


Another example…


Adding names into an image or the body of the email works, too


How HyaW Gold Passport applied this


Advice from Chad White, Research Director at Litmus “Around a decade ago, personalizaIon was synonymous with first-‐name merges. Now, first-‐name personalizaIon has become so overused that, used on its own, it’s as like to hurt the performance of your email as help it. Marketers have to move beyond such superficial gestures.”


2) Geographic/loca9on personaliza9on is especially effec9ve


Just adding the nearest store helps


3) Personalize according to order history – or download history


UK clothing retailer Boden took basic info and dressed it up


4) Dynamic content If you’ve got subscribers’ zipcodes, you can personalize based on locaIon and on weather, like AutoTrader did here.

from Moveable Ink’s ebook Everything You Ever Wanted to Know About Contextual Marke&ng


Econsultancy’s daily emails based on 10 different interest areas


If you have a free online tool or other interac9ve content, you’ve got great informa9on for personalized emails


Another personalized weekly report


5) Semng up emails to arrive at a specific 9me is personaliza9on, too

Segment your users according to 9me zone to achieve this. …another benefit of having zip code informa9on.


6) You can personalize by event aWendance, too


7) Personalize according to persona


8) Personalize with progressive profiling


9) Personaliza9on tac9c: the birthday email


10) Personaliza9on tac9c: The replenishment email

Example is from the Unbounce blog post, 7 Ways Bigshot Companies Delight Customers With Email


11) Personalize with videos

This email from VSO (Voluntary Service Overseas) got a 42% open rate and 18% click-‐through rate – twice what the control got.

Example is from Adestra’s blog post, “VSO crai customized content for cracking results”


12) Use quizzes as a way to personalize informa9on Why this works: •  Quizzes are fun and engaging •  Painless way to get more informa9on about

prospects


Keep the quiz simple

3-‐5 quesIons is plenty. Even if each quesIon only has 3 possible answers, and you ask 3 quesIons, you’re looking at:

3 x 3 x 3 = 27 segments 3 x 3 x 3 x 3 = 81 segments

That’s A LOT of content


An example of an online quiz and personalized email follow-‐ups ScoopIt’s Content Marke9ng Grader


Aqer you complete the quiz, you get a follow-‐up email


And then a series of emails customized based on how you answered the quiz


13) Personalize according to member status


More personaliza9on ideas


Super-‐simple humaniza9on technique:

Use a scanned image of your signature at the close of your emails

Bonus: Include a photo of yourself, too.


Consider personalizing landing pages

Adding a first name to a landing page is just a maWer of passing a variable from an email to a landing page.


Personaliza9on gone wrong


Don’t be creepy


You need to watch the creepy factor ("we no9ced your CFO downloaded our XYZ report" is no good).

From Elisa Silverman, one of Cision’s Top 50 Email MarkeIng Influencers of 2014 ElisaSilverman.com | @ElisaKapha


Unpersonaliza9on: Offering a service your email subscriber can’t use


Key takeaways from this webinar

1.  Put strategy first, personalizaIon tacIcs second. 2.  Blend personalizaIon with segmentaIon for

ever be>er results. 3.  Get creaIve about how to use the data you

already have. 4.  IdenIfy key conversion events. Personalize those

first.


Ques9ons

Pam Neely Marke&ng Content Creator, Email Expert www.pamneely.com Phone: 505.660.7072 | [email protected] Twi>er: @pamellaneely


Try Pinpointe’s Email Marke9ng Solu9on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 100K emails)

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how to get personal with b2b email marketing

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