Email Marketing CheckUp:

How To Diagnose and Prevent Common B2B Email Failures

2011 Marketo, Inc.

#Marketo

Speakers
SharVanBoskirk,ForresterResearch
VicePresidentandPrincipalAnalyst

JonMiller,Marketo
VPMarketing @jonmiller2

#Marketo

Agenda

How do business marketers use email today? What are some common pitfalls for B2B email marketers? How can B2B marketers improve email program performance?

2011 Forrester Research, Inc. Reproduction Prohibited

Agenda

How do business marketers use email today? What are some common pitfalls for B2B email marketers? How can B2B marketers improve email program performance?

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85% of business marketers will use email by year end

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Thiscontributestoemailscontinuedgrowth
Forrester expects email marketing investment to grow at a 10% CAGR between now and 2016

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Interactive investments are growing overall

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But B2B marketers are less likely to adopt email best practices
Which of the following e-mail marketing tactics do you currently use?
B2C Clean e-mail lists of inactive users B2B

Segment and target users on interactions with our site Segment and target users on past purchase behaviors
Coordinate our e-mail with promotions on our web site Coordinate our e-mail and online display advertising Run welcome routines for newly registered users Coordinate our e-mail and mobile marketing 0% 10% 20% 30% 40% 50% 60%

Base: 252 interactive marketers Source: December 2010 US Interactive Marketing Online Executive Panel Survey 8
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What holds B2B email programs back?

B2B marketers typically support:
Complex products and sales cycles
Directsalesforceswhichdonthavethemostcooperativerelationships with marketing Specialized goals with only basic tools Multiple marketing programs with limited resources

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B2B emailers have fewer resources than do B2C firms

B2B
What will be your company's total Interactive Marketing budget in 2010? (Average) Howmanypeopleworkinyourcompanys interactive marketing department? (Average)

B2C $ 3.5 Billion 66

$2.6 Billion 37

But B2B interactive marketers typically support as many programs as their B2C counterparts do

Base: 252 interactive marketers Source: December 2010 US Interactive Marketing Online Executive Panel Survey 10
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What holds B2B email programs back?

B2B marketers typically support:
Complex products and sales cycles Directsalesforceswhichdonthavethemostcooperativerelationships with marketing Specialized goals with only basic tools Multiple marketing programs with limited resources Limited customer insight capabilities

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The result? B2B emails fail the basics down

Source:October12,2010TheBestAndWorstOfEmailMarketing,2010
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Agenda

How do business marketers use email today? What are some common pitfalls for B2B email marketers? How can B2B marketers improve email program performance?

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Most email marketing programs fail

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Forrester evaluates the user experience of an email across four dimensions

Subscription
C1: Can users subscribe to the program? C2: Is registration intuitive? C3: Can the user learn about the benefits of the program while subscribing?

Value
C4: Does the email provide essential content? C5: Is the content engaging? C6: Does email content meet the expectation set by the original registration? C7: Can the user take action? C8: Can the user share the email?

Presentation
C9: Does the email header invite opens? C10: Is the message self-explanatory without graphics? C11: Can users understand the email at a glance? C12: Are there ways to read the message via mobile?

Trust
C13:Doesthefromaddresscommunicatearecognizablesender? C14: Can the customer control their email profile? C15: Does the email footer instill trust?
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Ernst & Young links to email registration on the home page

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Are you missing an opportunity to collect email addresses?

Dontassumethatsocialhasreplacedemailasthe preferred way to communicate with you. Collect email addresses on your home page!
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HPsregistrationisclearandexplanatory

HP provides explanations and benefits associated with data collection . . .

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HPsregistrationisclearandexplanatory

. . .At each step in the registration process

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Novartis emails deliver against the promise set at registration

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But email content is not engaging and fails our presentation criteria
Subject lines do not invite opens

Novartis just turns its press releases into email newsletters. Dontfallintothistrap!

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Content cannot be understood at a glance

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There is no way for a user to take action or otherwise interact with Novartis

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There is no email footer, no opt-out option, no way to change email preferences

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McKinsey keeps its emails simple

Provocative subject line invites opens

Email encourages sharing

Comprehensive footer:
Reminds subscriber of expectation set at registration Allows for preference management and opt-out
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Provides access to privacy policy and online support

Agenda

How do business marketers use email today? What are some common pitfalls for B2B email marketers? How can B2B marketers improve email program performance?

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1) Learn from B2C marketers

Make subject lines invitational
Use a recognizable and trusted sender name and address

Promote social and mobile integration at the top of the email

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1) Learn from B2C marketers

Provide access to multiple social outlets

**29%ofCastrolsemailsubscriberscomefromFacebook

Create a comprehensive footer which links to a userfriendly privacy policy and email preference center

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2) Segment your customer list

In one year, HP generates $100 million in sales and saves another $100 million in customer service costs with its Technology At Work email newsletter.

The email is customized to user preferences and job function

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3) Align email purpose with sales objectives

Email objective
Generate leads

Example
First National Capital Corporation automated emails on behalf of sales representatives which cost $16,000 and generated $70 million in funded revenue.
Cisco uses email to educate existing customers about products available for their use. Ziff Davis engage users, offers rewards and encourages user contribution to articles in its emails.

Acquire
Initiate word of mouth

Educate clients on contract benefits

Renew
Engage inactive clients
Promote new or additional products

Enrich
Cultivate loyalty

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4) Ditch batch and blast tools

Prioritize the ability to:
Create customized messages Integrate email into lead management efforts Manage deliverability
Manage opt outs and user email preferences Monitor deliverability Scrub lists

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5) Measure email value, not just activity

How does email influence: Lead quality Sales process Other campaign results Life time value

Lead volume

Long term value Lift in of email Leads conversion performance from subscribers v non integrating email email subscribers Time to close an account Resources, cost to close an account Email referrals Decreased cost in other media for the same result

Lead quality Lead conversion Life time value of converted leads

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Recommended reading
The Best And Worst Of Email Marketing, 2010 http://www.forrester.com/rb/Research/best_and_worst_of_email_marketing %2C_2010/q/id/57012/t/2 Forrester's Email Marketing Review Scorecard http://www.forrester.com/rb/Research/forresters_email_marketing_review_s corecard/q/id/57844/t/2 The New Email Marketing Review http://www.forrester.com/rb/Research/new_email_marketing_review/q/id/57 013/t/2 Reaching Your Most Valuable Email Customers http://www.forrester.com/rb/Research/reaching_most_valuable_email_custo mers/q/id/56422/t/2

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Thank you
Shar VanBoskirk
617-613-5845 svanboskirk@forrester.com www.forrester.com

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JonMiller,Marketo VPMarketing @jonmiller2

#Marketo

The B2B Email Marketing Solution Checklist

Leadnurturing Autorespondersand behaviorallytriggeredemails Emailsonbehalfofsales representatives Integratedeventmarketing functionality Leadmanagementintegration (scoring,leadlifecycle)
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MarketoLeadManagement

Segmentation Landing Pages

Email Marketing

Lead Nurturing

Lead Scoring

Reporting and Analytics

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Additional Resources
TheDefinitiveGuidetoLeadNurturing bit.ly/DGtoLN TheDefinitiveGuidetoLeadScoring bit.ly/DGtoLS EmailMarketingvs.MarketingAutomation bit.ly/EMvsMA MarketosEmailMarketingBenchmarkSurvey Comingsoon
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&
+1.877.260.6586 www.marketo.com #Marketo

Thank You
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