photo © Johan Klovsjö GO ON, PUSH THAT BUTTON! secrets of effective marketing

WHY ?

ISN’T IT JUST

DON’T PEOPLE JUST photo © Ervins Strauhmanis

WHY ? King of the marketing kingdom! 3800% ROI $38 for every $1 spent source: campaignmonitor.comcampaignmonitor.com

WHY ? 59% of B2B marketers say is the most effective channel for generating revenue B2C marketers have seen conversion rates as high as 50% by using automation marketing works 40 times better at getting customers than Facebook and Twitter sources: btobonline.com, eMarketer, entrepreneur.com,btobonline.comentrepreneur.com

ON THE OTHER HAND… The average person gets 121 s a day. The human race as a whole gets billion billion business s. source: entrepreneur.com,entrepreneur.com

MAIN ADVANTAGES Personal Timed Targeted Transactional Customisable Automatable Measurable Integrateable New Word!

HIERARCHY OF DM List v Timing v Offer (& subject line) v Creative

YOUR LIST Needs to be up to date Needs to be opt-in, or double opt-in if possible (warm leads!) Needs to be accurately segmented Needs to play nicely with other data sources Needs to be legal! Photo © Tom Ray

YOUR LIST Needs to be personal But personalisation needs to match audience. Use the right tone! Personalise the from: field too Careful of salutations beginning with Dear… (apparently!) Don’t worry about Unsubscribes Sources: Adestra, Communicator

TIMING Apparently… 6 AM has the highest CTR of any hour Saturday has the highest CTR at over 9% (Sunday is second just under 9%) This is why you should test! source: hubspot.comhubspot.com

TIMING Not just scheduling, think of action triggers too! Use customer behaviour to build relationship… …and move them through the sales cycle This can all be automated! source: hubspot.comhubspot.com

TIMING It may take several contacts to get response Plan your customer journey and map out the touchpoints Have s ready to go for each Integrate with your other marketing activity (Social media, online advertising, website landing pages) Test, test, test!

THE SUBJECT LINE 64% of people say they open an because of the subject line! Personalised subject lines are 22.2% more likely to be opened USE THE SUBJECT LINE: INTRIGUE, INSPIRE, SCARE, DESIRE sources: btobonline.com, eMarketer, entrepreneur.com,btobonline.comentrepreneur.com

EMOTIONAL TRIGGER WORDS

WORDS THAT WORK Secrets Posts Jobs Money Revenue Profit

TYPES OF SUBJECT LINE 1)Urgency - “act now” or “hurry” 2)Mystery - “the secrets of great marketing” 3)Personal - You/Your/Thanks 4)Lists - “8 things you didn’t know about your customers” 5)Offer (combine with urgency - and target!) 6)F.O.M.O. - “last chance”, “only 2 left in store” 7)Just keep it relevant!

THE 2 SECOND RULE Average worker in UK sends 41 s per day You need to grab their attention pretty quick!

SPAM FILTERS 1)Don’t worry too much - if your list is good, your content is good and your provider is good (e.g. MailChimp), you’ll be fine 2)Avoid sexual references 3)Avoid sending attachments 4)Avoid dubious links 5)Avoid keyword stuffing 6)Avoid the colour red (apparently!)

CONTENT

YOUR CUSTOMER DOESN’T CARE!

YOUR CUSTOMER, NOT YOU BENEFITS NOT FEATURES NEEDS, WANTS, DESIRES PAIN: TALK ABOUT IT, THEN TAKE IT AWAY

HERE’S A GOOD ONE:

SAY I WANTED TO WRITE A SALES … Subject: did you know [competitor] doubled their leads through marketing? Hi Mike, How would you like to double your leads too? And at a lower cost than your existing marketing activity? You can gain many more customers with our easy, effective marketing programme. Save time thanks to built in automation to save you time and improve response rates with the sophisticated targeting tools. Some of your competitors have already signed up, but plenty more haven’t - so steal a march on them today I would hate you to miss out, so I am currently offering [a great offer] - just get back in touch by [date] or CLICK HERE now.CLICK HERE

BY THE WAY: LANDING PAGES 44% of B2B clicks go to company homepage How are you capturing data for follow up? But: landing pages not strictly necessary with good programme (e.g. MailChimp) that has contact forms and automation

REMEMBER Make it targeted and relevant - right person, right time, right message Make it personal Make it about them, not you Lead with the benefits Always have a strong Call to Action Plan for follow ups for the whole customer journey Plan to integrate with/support other marketing activity - keep it consistent test, measure, repeat, test again

SO WHAT’S THE MONKEY ALL ABOUT? Leading bulk solution Free plan (up to 2000 addresses) Paid plans with automation and testing

SO WHAT’S THE MONKEY ALL ABOUT?

YOUR LISTS IN MAILCHIMP

REPORTS

OTHER FEATURES Integration with landing pages (data forms) Integration with Google Analytics Integration with Social Media Campaigns A/B Testing: test subject, content, timing Clever scheduling Automation - map out an entire series of s based on customer behaviour

THE SHAMELESS BIT: 20% off MailChimp half-day intensive training p-training/ p-training/ Code NEEXPO for copy of these

THANK YOU! GET IN TOUCH FOR: Marketing strategy advice, guidance and support Bespoke planning & budgeting Managed marketing campaigns Training: MailChimp marketing Strategy, planning & budgeting workshops LinkedIn hidden features AdWords