Email marketing

Email mcirketing often uses leads already in your database or leads from a list. By creating emails to promote content pieces, events, new product launches, and so on, you can create additional buzz and demand for your company. Email marketing attracts leads to your website, blog, social channels, events, and webinars, making it a fantastic channel to move leads through your sales funnel. 

Many meirketers forget that lead generation is not finished cifterthe lead has been acquired. Instead, it s just beginning. Many of the leads you have generated and brought into your database are not quite ready yet to buy. 

So through lead nurturing, systematically sending emails that move a lead closer to a purchase, you can help turn your lukewarm leads hot. And by assigning leads scores based on how closely they fit your buyer profile and where they cire on their buyer journey, you know exactly when a lead needs to be sent to sales. You don t want a hot lead that is itching to make a purchase going cold because no one is calling him. 

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You have a genercd concept of what a website is, you know how to use social channels, and you understand the concept of email marketing. 

Search engine optimization (SEO) Email marketing Pay-per-click advertising (PPC) u> Content syndication Direct mail Event marketing Inside sales... 

We already use most, or all, of the capabilities of our current email marketing service provider. 

Create Engaging Email Marketing All New Deliniiive Guide... 

Create Enga ng Email Marketing All New Def nitive Culde... 

VSfe always talk about what to test in your email marketing campaigns, but what are the outcomes At Marketo, weVe run 100s of email tests to discover what resonatEs well with our target audience. Yfy have tested subject lines, messaging, personalization, from lines, and the list goes on and on. So, what have we found to be the most effective ... 

To conduct this test, your email marketing solutian must have the capability to insert personalized token information and/or merge field capability Version A was sent from a human being (the lead s owner) version B was sent from a general marketing alias the subject lines were identical... 

As an exeimple, consider a meme that Mcirketo posted on Facebook to promote a new content asset a shot of Justin Timberlake with Fm bringing email back superimposed on it. The idea was to take an asset theme, which was email marketing, and present it to a social audience on Facebook in a relevant way. It resulted in more than 15,000 likes at the time of this writing, an organic reach of 64,576 people, and 7,100 clicks to the asset. It had a Facebook engagement rate of 17,300 people. Marketo took a pop icon, played off of the lyrics to one of his hits, emd included an asset download call-to-action in a way that really engc ed a Facebook audience. 

Figure 10-12 shows an exeunple for the term email marketing. Marketo Wcmts their email meirketing resource p e to rank for that term, so all of the link building they do externally reflects this. 

That s why modern, engaging email marketing needs to be powered with a behavior-smart database at the core. This database serves as the system of record for all prospect and customer interactions within marketing, sales, and transactional systems. The result a single place from which marketers can build highly targeted campaigns tied to... 

Many virtual events offer tracks based on the personas of the targeted attendees. For instance, you could have session tracks that appeal to different groups of marketers such as a social media and content track, an email marketing track, a marketing analjdics track, and so on. It s important to include your content where it makes sense and can be most relevant. 

Hopefully you have a wide veiriety of leads in your database. You have leads that represent all of your different personas and more. An important part of effective email marketing is reaching the right people and segmenting your database appropriately. For instance, you wouldn t send a lead in Boston an invite to an event in San Francisco. By having clean data and understanding how you segment your database for an email send, you can have much better results. 

It is important to note that email marketing is no longer about email blcists. Email blasts are those old batch-and-blast spammy emails that marketers used to send to leads. Those just don t work anymore, particularly with new email advancements like the new tabbed inbox in Gmail that automatically puts promotional emails in a separate tab from the user s primary messc es. Marketers have to work to get their email messages seen. 

According to Jon Miller from Marketo, Consumers eire always on, always connected, and always overwhelmed. If you want to connect with them, you have to work hard to engage them. In order to be truly effective, email marketing must become trusted, relevant, personal, and strategic. In fact, the best marketing shouldn t feel like marketing at all... 

Single opt-in A lead enters his email address and other information into a form. He is immediately subscribed to your emails. Implicit opt-in is when your lead fills out a form to receive a content piece or offer, cmd explicit opt-in is when a lead signs up for your email marketing through a form on your website. 

Another way to ensure that your emcdls are engaging is to integrate your email ceimpaigns with your social marketing. Your leads and customers are living in a multichannel world, so be where they eire. You can combine your social efforts and email marketing by... 

Your email subject line is what drives open rates, so this is one of the most important aspects of good email design. Feel free to play around with your subject lines a bit You can be playful, humorous, mysterious, and intriguing. But make sure your subject line is clear and concise. The worst mistake an email marketer can make is to send out a subject line he thinks is clever, but is lost on everyone who opens it. So be creative, but also be clear. You can always A/B test your subject lines to see what works best (more on A/B testing in Chapter 19). 

Generate HTML code for a bulletproof button to add to your email marketing campaigns. Learn more about Bulletproof Buttons bv readina The Email "Bulletoroof Button Generator on the Email Transmit Info Center Bloa. ... 

Measuring your email ceunp iign performance is a sure-fire way to look at program success so you can iterate cmd optimize emails going forward. Here are some basic metrics to keep in mind as you delve into email marketing feet first ... 

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