Engaging with email

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 

You want your leads to opt in to your communication — meaning, they are asking and agreeing to receive email communication from you. If they don t opt in, they will quickly perceive you as spam. If they do opt in, your leads can expect to receive your emails, and you become more trusted. 

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. 

Single opt-in with a welcome email After a lead opts in implicitly or explicitly, she receives an auto-response email thanking her and welcoming her to your email correspondence. You can include messaging in this email about other offers and you should touch on what the lead can expect from your communications. 

Having opt-ins and providing the opportunity for leads to unsubscribe is one way to keep your messages out of the spam filter. But what is spam and why and when do leads decide an email is classified as spam  

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Another way that you can include direct mail with your marketing automation is to trigger a direct mail piece to be sent out after your lead hits a certain score threshold, or if he has engaged with a peirticulcir email Ccimpaign. 

Figure 13-4, Mean headways to the lead car when drivers are engaged and not engaged in an email task, and on open road and in intersection (from Jamson et al., 2004, with permission of the Human Factors and Ergonomics Society).

Email in an organization is frequently used by staff and other stakeholdCTS for sending and receiving electronic messages. Email allows employees to keep in touch with family, friends, and peers, as well as engage in business-related communication. 

Engaged Marketo doesn t move names to the next stage in the funnel until they have had some sort of meaningful conversation with the client. An engc ed individual knows he is in the database, he has maybe attended a webincir or downloaded an ebook, and he expects Meirketo to email and communicate with him. 

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. 

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... 

Your best bet for keeping out of the spam filter is to create emails that are interesting, engaging, relevant, and that offer a WllFM (What s In It For Me). Meirketo has come up with a Subscriber Covenant that governs how we send emails to our own database ... 

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... 

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