B2B Email: Three effective tactics to increase relevance ...

[Pages:38]B2B Email: Three effective tactics to increase relevance and improve results

W. Jeffrey Rice Adam T. Sutton

Introductions

W. Jeffrey Rice

Senior Research Analyst, MarketingSherpa Email: jeffrey.rice@ Twitter: @WJeffreyR

Adam T. Sutton

Senior Reporter, MarketingSherpa Email: adam.sutton@ Twitter: @AdamTSutton

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Annual research-based process leads to improving email marketing performance

? Benchmark Report

- Find what works for thousands of email marketers

? Handbook

- Identify best practices and formulate a methodology

? Knowledge transfer

- Teach email marketers how to apply best practices

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Top 5 priorities for 2012

Delivering highly relevant content

Growing and retaining subscribers

Increasing email engagement metrics

Achieving or increasing measurable ROI

Segmenting email database

72%

64%

41%

39%

38%

Business channel (B2B)

Source: ?2011 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735

"Building relevant, interesting, insightful content. People are inundated with marketing messages nowadays; we are looking to cut through the noise and provide something of value to people."

? Survey participant

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There is work to do

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Three key principles stand out

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Three tactics for increasing relevance

1. IDENTIFY the right audience through segmentation

1: IDENTIFY ? Case study background

? The company: Infusionsoft ? The product: Marketing software ? The channel: Email ? The campaign objective: Extract value from older leads ? The sales background: Average lead took 30 days to become sales-ready;

unfortunately every lead was not average

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