Email Marketing: 3 Tip for Producing Engaging Email Content

hello and welcome to today’s marketing Sherpa webinar we are going to be talking about email marketing any content in your email marketing we thank you for taking an hour out of your day the busy marketer schedule to be with us today we know how valuable that is so now is our challenge it is on me and Courtney to deliver as much value or more back to you and let me tell you how we’re going to do that if you’re not familiar with marking sure but webinars give me just a moment to tell you a little bit about what we do first of all where everything comes from I’ve got coordinate a curly one of our reporters with me today thanks for joining us Courtney oh great to be here dan and Courtney recording does is she interviews brand side marketers and agency marketers and find out what really works from email marketing my name is Daniel burstyn I am the director of editorial content here at neck labs and a way we can make this more valuable to you is using the hashtag Sherpa webinar so we have email summit coming up for example one of the great things about email summit is yeah there’s a lot of knowledge on the stage that the people we have presenting the markers to their case days there’s so much knowledge in the audience and it’s so great at email summit seeing different marketers meet each other answer each other’s questions and really set up networking relations that can work for the rest of their career so with hashtag sheriff or webinar not only can you ask us your questions so we can help make this more valuable for you and we’re going to answer as many questions as we can possibly fit into this hour we’ve already got some questions that we got when you registered that we’ve put to this presentation to answer as well but again not only can you ask those questions on hashtag Sherpa webinar but you can also talk to each other you can we’ve got everything from entry-level markers to experienced marketers on here share what works for you ask your questions answer each other’s questions tell us what’s really working another way you can interact with us is by using this great ReadyTalk platform so not only are coordinated I here today but if you have any technical issues with the webinar we have Brianna and Allen in Denver they’re going to answer your questions for ReadyTalk and to have any other questions got John and we’ll hear in our Jacksonville Beach headquarters with us they’ll answer your questions through the Ray talk chat and on hashtag Sherpa webinar as well so we look forward to hearing your feedback and hearing your questions so let me start with the first question we got from jeffrey this was before the webinar Jeffrey said to what extent have these tips and techniques been tested and their effectiveness documented either in the form of case studies or metrics infused testimonials well Jeffrey I’m glad you asked i normally like to spend too much time talking about ourselves but let me just give you a little bit of background about meh clouds and the information we put out so yes today we are going to have a marketing stripper case study in here yes we’re also going to have some data from our benchmark surveys this is how we learn more about what works in marketing we have our case studies we have reporters like Courtney we’re on the phone every day with brand sign marketers telling us about their campaigns we require results we require symmetric showing that they actually do work or do they don’t and finding out what they learned we also like I said we’re going to share some of the research from our benchmark surveys we actually have a benchmark survey open live right now going to be for our next email marketing book you can take that at marketing sure but calm / survey and then the other thing we do is we get with research partners we get with actual marketers our company comes alongside them does research about what really works for them and we learn from that to through a be testing and split testing and the like and we put all that together then we create content like this webinar and llegar events and our books and all those other topics so that’s a little bit about doing a background about what you’re about to hear so here’s what we’re going to be talking about today right class is in session we’re going to be talking about producing relevant content it is definitely a major challenge we hear from markers every day about this challenging so we’re excited talk about it and Courtney won’t you give this quick break down what we’re gonna be talking about well email content is really an invaluable outlet for speaking to your consumers means according to the 2012 marketing Sherpa email benchmark report sixty-nine percent of marketers reported that delivering highly relevant content was a top objective for this year so in this hour we’re going to be discussing three key topics creating contagious content segmenting for success and a shipping schedule that you and your subscribers can really depend on yeah so why are we talking about content let’s take a look like I said at some of our research this right here is from the 2012 email marketing benchmark report I’m going to tweet a through the hashtag stripper webinar free excerpt of that benchmark report to give you an idea of some of the data we found but if you look at this data content is it’s pretty important so seventy two percent of b2b firms delivering a highly relevant content they say that’s a top part and then we need to deliver highly relevant content but if you look at the consumer channel B to C or B to B to B to B to C that’s markers that are going now both to consumer marketers to consumers and to other businesses it’s all in the high 60s their content is very important and yet and yet marketers are telling us only twenty-eight percent of organizations are sending relevant email communications and you know as I said the reason is it’s very difficult so first we want to get a sense it’s John if you could launch this poll of which

relevancy improvement tactics have been working for you what works best for you we have cured emails segmentation targeted content which of these topics work best for you you can vote simply by clicking there on the screen while you’re doing this and I’m going to mention this more than once in this call because we’re so excited have this survey lodge another way you can tell us about what’s really working is going to marking Sherpa calm / survey you can take the survey for our upcoming 2013 email marketing benchmark reports on the data we’re sharing with you is from our 2012 email marketing benchmark report still very relevant still very valuable we’re doing our latest research right now and if you do fill out that survey you’ll get a free special court for your time and we would appreciate that Don want to close that survey and let’s take a look at what people are telling us it looks like targeted content is very effective mean that makes sense targeted content right because essentially that’s what good content is targeted it’s to my needs segmentation is also high not quite as high makes sense to segmentation is a little difficult more difficult triggered email I’m a little surprised by that triggered email is quite low there because one thing we found like I said through our 2012 email marketing benchmarks episode is it dapol we just did is than what we would consider statistically valid there’s you know not enough people answered and not enough people on the phone when our scientists looked at 2735 marketers who answered a similar question they found that triggered emails very effective tactic right up there again I think a lot of sense when you think of what relevant content is which we’re going to get into a second if it’s based on a trigger if it’s based on an action I do you’re sending me some information I me a segmentation based on behavior or sale cycle or you know we’re going to talk about other ways you can segment today and that’s also a very effective tactic from our last email inch mark report so as we’re diving into this let’s talk about one of the most important things when it comes to content its relevancy right it’s sending the right message to the right person at the right time and to break that down what makes something relevant we’re going to stop and think for a second it’s you need the content right need to content that’s valuable to me valuable to my needs that is going to resonate with me in some way and me that’s an important part right it’s got to be relevant to me so for example if you send an email to me might have the best content in world about Notre Dame I don’t really care but I know my friend Courtney here is super excited about Notre Dame and so that’s where that segmentation comes in if you sent me an email about the University of Florida and how they’re about to chance Louisville and the upcoming sure Bowl I’d be very excited and if you said content to Kourtney about Notre Dame and Alabama and we’ll see how that works out I think Kourtney would be very excited to again could be valuable content just need a segment understand what works for people and then there’s timing so if you send those same emails out on january fifteenth after the bolts have completed about your prediction for the bowls again not not very valuable content so that’s you know a high-level look at relevancy we’re going to talk to about today but anytime you’re crafting your email messages and your crafting grove all content plant think about those three factors think about the value of the content you’re creating who you’re sending it to and when you’re going to send it and to do that actually we have a question right here about from Kim if you only send out promotional emails historically and cannot risk the impact of Revenue how do you start incorporating content without upsetting the apple cart or adding new email campaigns and I like how to input content in quotation marks as if content is something different than a promotional email there’s ways we think about and we talk about content marketing rebound marketing is more about serving the audience promotional marketing is more about selling something but one way you can do this and actually actually we have John from our marketing department who normally takes a vow of silence during these webinars but I’ll allow him to pipe up if you’d like to pitch in so basically there’s only setting promo emails they want to start any content to mix and I’ve noticed one thing our own marketing team has done and start putting more content into what we consider promotional email so marketing sure for a mech and we basically send two different types of emails as well emails that we look at its content like for example our email marketing newsletter where Kourtney’s case studies appear and then emails that are promotional for example selling one of our books or selling an event i saw i think it was for the inbound handbook you guys had put a blog post that another reporter David Kirkpatrick had wrote about content marketing and the importance is not making mistakes and content marketing and then you use that as a reason to talk about the inbound handbook yes that’s right then the the actual nature of your question though what are we at but an age of your question was this is why totally took John by surprise with nature the question is tim was asking he’s only sending promo emails how can he had pompton and i think one way he can add content in to begin with is in his promotional emails actually have some valuable content to sure the value is emailed ya value is key the the promotion is you know of course an added incentive and it’s it’s ultimately the end game but the value is what gets you there yeah excellent point John and sorry for putting you on the spot but I

love to look on your face but so if you are only sending promotional emails one movement of content start any more content to those promotional emails promotional emails usually have some sort of incentive you know there’s there’s a you know free shipping or you get some money off or something like that and that’s fine but also have some content because as we all know the conversion rate is only going to be what it is it’s very likely less people are going to convert then then actually you know purchase your your product or service so for those people who don’t buy just another great touch point with your brand you’re actually helping them with your content and then they’re more likely to buy later and then if you’re finding them that’s valuable to them if you’re finding that that approach is working for you well you know feel free to maybe start an actual content newsletter and to have an actual separate list set up that you only send content to alright so of course the challenge is where do you get this content right I mean that’s the big challenge that we’re going to dive in today it’s a big reason we’re having this webinar so first before we get into any new content you might create a repurpose or any of those great buzz words really suggest you conduct content audit right so I mean likely there’s many different ways that you’re already creating content that you realize as you look at this chart you can see obviously there’s content going on your website there’s content that’s going out and print blogs publicity are doing interviews there’s so many different things look at everything you’re doing and see where you can find content and a lot of companies when I’m talking about this they’d be surprised that the content they actually have so for example if you just just did one thing and we’re copied on a lot of the outlook emails internally for in your company whether it’s between you know engineering and product development whether it’s that sale cells with whether it’s that customer service end you’d be surprised about how much valuable content is likely there any question that you’re answering for your audience could turn into you know possible email send another great thing about email and content as you can see here we talked about blogs website all these different things is it’s just such a great way to repurpose content you’ve already produced because you’re not going to take any SEO head there’s no duplicate content when you’re sending it through your email so that’s another great thing to think about but we have a question here from Grant how do you decide on the right mix between timely and evergreen content how is each promoted so that’s a great question we’re talking about where you can find the content but then you got to decide who and when you’re going to send it and grant i would take a look at this right here this little worksheet we have you this worksheet is from our email marketing handbook i’ll tweet free excerpt out to that as well through hashtag Sherpa webinar but and also i think john is going to send out an email to everyone and this presentation will be available on SlideShare for you after it’s over so you can you know actually have this to use but basically when you’re looking at your content there’s there’s the evergreen content you can always use there’s time to content that ties into something for example the Notre Dame game we were talking about what you really want to look at is three different factors right there’s the buying stage so the funnel is gonna be different for each company but there’s likely some sort of buying stage go for in this sense we go from prospect nurture activate retain refer it’s going to be different if your b to c company or your b2b company but you understand the buying stages for your company think of those different buying stages think of the different yeses essentially that your customer has to say before they get to the final sale and then what customer questions or needs do they have at each level right so someone who’s very early on your cycle you’re trying to get as a prospect or who’s recently become just edit your list I have probably very different questions as someone who might be ready to buy a pretty complex product and then you want to add in what content you have that will answer those concerns so some of that content might very well be evergreen content and some of that content is going to change with time so for example with marketing you know there are some things about marketing strategy that likely aren’t going to change it you can send to your prospects over time but if you were engaged in facebook marketing and you’re talking about marketing the old way that Facebook used to before I had a timeline you know the tabs I remember that it’s called that’s not going to be very relevant anymore so what you really want to see is what different stages in the buying cycle are your customers at and what questions and needs is they have and how can you answer them that really all is part of your content audit but then that sense even once you you are that content either have to repurpose it all you have to create new content and the scary question arises Courtney who is going to create it yes creating content is a big worry for marketers and for those of you who are wondering yes that is a picture of Stan but who is going to create this content the resources to publish routine content just don’t seem to be there sometimes your solution might come from outsourcing writers hiring employees or allotting stores a week to a content to content generation for existing workers it just really depends on your company’s priorities and resources it’s definitely a daunting task and there are ways to make content really stretch which will cover a bit later with your purposing but what you must absolutely focus on first is developing a rich story that will convey personality of value

proposition and be compelling to read any good journalist knows about being pitched and how absolutely annoying it can be this is why they will produce content that will show a more personal and relevant side to your brand without pitching your customer someone inside your organization can tell your stories best and present that human side while also educating and informing this kind of content doesn’t always have to come from writers if hiring a specific brand in the economic cards for you for a smaller organization look inside your own staff we had a question from Karen because of our medical device company we don’t send any promotional email for federal compliance reasons but we send newsletters we’re sensitive to doctors time we don’t want to bombard them with email it’s important to us to educate vs tell can you talk to newsletters well I guarantee you guarantee that a in your staff there’s a wealth of qualified subject matter experts who can bring a unique perspective to content maybe by writing about their experiences with customers or issues they see customers having because no one knows your product or service like you do if you have a knowledgeable employee who maybe isn’t comfortable writing have them work with somebody who is but whether it’s a brand journalist or another employee content created on the inside will allow for a transparency that I think subscribers really appreciate excellence then when once you start creating this content you know the next thing comes is when you’re going to ship it how you going to ship it and the best thing to do is start up front build an editorial calendar like a publisher would so we have this a great question here from Erin how to building a Content calendar will forgive the typos best ways to recycle content ideas but keeping it fresh so again this is a great thing that when it comes to the question of evergreen content versus fresh content so depending on every come every company every industry has a certain cadence to it has a certain cycle so for example if you’re in taxes right there’s that certain cycle when the the fiscal year closes and there’s a certain cycle when you know tax returns are doing all these other things so likely there are many things that might be evergreen in there like when it comes to gathering all your receipts for taxes right so you can slot that in and say you know on December twentieth or something you’re going to send out and say hey remember for any of those last minute purchases that you make or any of those last-minute you know donations you give to nonprofits that you want to write off of your taxes make sure you save those receipts so that’s something that’s probably evergreen you could send very similar content every year about saving those receipts but then when it comes to let’s say the january fifteenth email you’re going to send that might be more of something that has to be very timely about what’s the latest tax law how’s it going to affect you and how’s it going to affect what you should do in the in the year 2013 for example so now it’s getting back to that the content calendar you also want to make sure it’s in line with your marketing initiative right so there’s that overall cadence that ebb and flow that your industry goes through in general but then there’s also you know whatever product launches that you’re going to have coming up if you’re you know Apple for example you know maybe when you’re going to launch the new iphone when you’re going to have discounts on the old iphone when you’re going to launch your next technology so make sure you have content that’s going to map to those different product launches to the different you know key revenue generators that you’re going to have that Bureau b2b company it might be you know in the beginning of the quarter where there’s less business closing it might be about you know things that the company has to do to get everything in line to finally sign that contract and you know at the end of the quarter it’s about hey how to spend that budget you have left so those are some important milestones in there don’t forget the approval process you’re going to have an approval process internally it’s going to vary by how big how small your company is if you’re an agency working for a marketer you know that becomes very important as well we’re going to talk about use jacking a little later i wanna see why the approval process is so important because you can inadvertently offend your customers but you have to understand who needs to say yes to what so if you’re a big enough company where you’re an email department that is essentially has customers internally for example individual product managers of different product lines now you’re going to have to determine and schedule out who’s going to prove what and also when those different products can be featured and where they’re going to be featured in promotional emails or newsletters not everyone is going to get to have the big hero shot every time and then lastly when you’re building this out i guess i guess the best way to say this is um you know be a little on the conservative side for two reasons one thing is always going to come up during the year that you’re going to want to hop on in your industry that things are going to change with your product launches we know you know how quickly things can change it might come down to the holiday season and you see things aren’t working and you’re going to have to you know try to throw a different mix together but the other thing is you know it it just we found it’s always there’s more involved than you think you know when you’re when you’re planning something maybe if it’s me but everything just

seems to go well on your head like you don’t run into any of those a land mines and there’s little kinks but when you’re actually going through it you’ll be amazed how many different land mines you can hit and you don’t want to threaten any of your deadlines you don’t want to miss any of those deadlines you want to keep shipping especially if the email is key drivers for different product launches and stuff like that so be a little on the conservative side so with that Courtney is going to talk about potato chips what does potato chips have to do the email marketer you know about craving and that’s right after lunch so those actually recommend me well once you’ve established a repeatable process for your content you have that editorial calendar that damn is talking about and you have your resources in place you can really focus on creating the content that people crave like potato chips really compelling content should have a promise of answers and solutions to customer problems like we touched on before sometimes selling or pitching isn’t really the best way to go education is absolutely vital in most industries so if you can create educational and valuable content you can make newsletters or whatever type of email content you’re sending make an impact without having to fill up in boxes with sales pitch after sales pitch so we’re going to go over three types of content repurpose user-generated an original that will help you create that that valuable educational content repurposing content can be an absolute lifesaver content is a never-ending need it’s the succubus of the marketing world once you see that are you have to follow through to assistant lee i mean the internet is demand so much content production it can be absolutely maddening trying to keep up we’re purposing helps marketers make content stretch and it also serves the purpose of reaching consumers in the way that maybe suits them best we’ve a question that relates to this from crisp I have a client whose content library is completely outdated and there is minimal or no budget for content creation what options for content are there so information from your website data sheets and publicity can all be Reaper for your email messages sharing highlights from analyst reports extracting quotes from executive email with the press or interesting product attributes can all be of value to your customers repurposing blog post into your newsletters is also another great tactic picking ones by popularity of retweets or comments it won’t well not only strengthen your credibility of listening to consumers but the more conversational style of blogs can break up newsletters that tend to be a little bit more formal but if your content if you if your budget is too small for repurposing you might want to consider content curation and content curation is a great way to get started and what we mean by content creation is basically you know I think we all do it every day I get it via Skype or via email when you see something that’s really relevant you send it out so for example let’s say you are in the marketing industry and you subscribe to the marketing Sherpa email marketing newsletter and you recently read cornet and related story was about the Tennessee Department of Tourism and how they reduced your database by forty seven percent absolutely so and if you are happen to be you know talking with clients and customers about you know the importance of reducing their email database to send more effective email taste that’s a great way to just simply send a link to that story and you know add your own little um you know understanding of it or why it’s important and you’ve got this whole great story that’s making your point for you obviously there are other news purveyors out there than marketing Sherpa won’t mention any of them in every industry you know every industry tends to have some good industry publication or even if you’re a consumer marketer you know there’s different news stories that relate to what you’re doing so if you don’t have the time to generate your own content you know you can always share content that others are doing I would also mention and stress be careful how you do that you likely want to find ways to either link to that content or if you want to use the full content license that content because those owners the people that create that content may own the copyright to it you don’t want to violate that copyright and get a lawsuit your son like that but again simply looking to it contacting them to license that content that’s a great way to get started and then you know you have the resources start filling and repurposing and a very purpose things start building into creating original and fresh content I don’t know Dan I think marketing Sherpa might be the only outlet out I think there were search engines so anyway my husband beat up with this I didn’t think that one through well that’s refurbishing a little but key with content repurposing and i actually just spoke with muhammad yaseen who’s the director of marketing at hcc insurance services about this for a blog post that was based off of an interview we have her case study a bit of a purposing in action there it’s to start off with a really robust piece of

content and to work out from there basically you never want to let a good piece of content be a one-off focus on developing really rich ideas that can provide value from a lot of different angles this webinar for instance at the very least will be uploaded on the SlideShare made into a relatable video emailed out and will be written up into an article by me most likely okay and then we will email that article on top of which you know as we move ahead and I’ll be referencing back to to past articles we’ve written valuable content can always be reused to some degree user-generated content is another absolute fantastic form that I’m a huge fan of your consumers pictures videos and words can be using your email marketing campaigns to speak directly to other consumers about your product or service consumers are increasingly looking to other consumers before buying a product blame amazon if you will but it’s the reality we live in now so if they don’t get that kind of feedback from you they will look elsewhere that journey could lead them to your competitors so comments testimonials reviews social media conversations can all be used to add this element into your email content placing it this message in your email not only allows consumers to connect with other consumers but it shows that you listen and care about what they have to say if you’re not getting enough of this type of feedback or not the kind you want from traditional outlets I’ve seen social media be very useful for this not only do they encourage the inclusion of visual elements but it’s more of an easy conversational tone on most social media platforms the only disclaimer i would put here is to make sure that the user generated content you’re utilizing that you legally have the rights to use it neither day nor I have our law degree so we can’t but just a just a little note for that now this is a great quote from Clint McLaughlin especially that last sentence tell them what you can’t do and they’ll believe you when you tell them what you can do focusing on negative feedback might seem like a bad idea but using a constructive negative comment can actually be an opportunity to build a lot of trust with your consumers it’s also a great chance to define your product and show the areas where it might not be a good fit so addressing negative concerns and comments shows a responsibility and a sense of ethics that consumers really appreciate I mean I know I do so generally the first place that evangelist turn to make their opinions known is customer service most often it comes in the form of emailed complaints but it could really be anything a phone call a visit to a store or tweet a Facebook comment even snail mail if that’s still exists but set up a system to train those to deal with customers directly to recognize potential evangelist it can be really useful also to have them be able to convey the terminology that evangelists are using using those things speech patterns or touch points can be helpful when trying to reach out and sets of ate the bait for more brand evangelists and I say set the bait because it can be difficult to get evangelist to interact with you directly though blog post comments use social media to share their feeling good or bad so it’s important to figure out where those consumers are so that you can have the opportunity to interact on that platform and and really benefit from that type of content but an interesting idea I’ve seen a lot of companies used lately to draw in evangelist especially if you want a certain type of content is contest you can use your customers creativity to get them to submit videos essays anything you want really it’s with the promise of some sort of prize not only to get the exposure from the contest but you’ve attracted a lot of brand evangelists whose content can really be used at any time now in the case of damaged earlier with mohammadi seen and we will treat out that link now be a hashtag trip a webinar he reached out to knowledgeable consumers and embedded videos they made into infographics that were emailed out their list so one particular infographic was about extreme traveling and sports and there was a video of one of their customers explaining how to properly pack a backpack and another featured want their customers doing tricks well off trail skiing so pull the internet and look for these potentially useful items that your customers have put up and you can either use them to inform your own content see if the customer would be willing to share it through your network or maybe they’ll even be

willing to help you develop something unique so we have a question from Karen who said we have a we are black car companies who want to give our high-class branded tax so frequent discounts and holiday promotions don’t work for our customer base it’s not the most exciting service but we want to start sending more emails any tips to research more valuable content for our customers so obviously with limited resource creating original content is no as possible but I think it’s definitely the best way to provide real personal value to your consumers being clear and directly addressing the value of your product by answering questions or solving problems that your consumers have is what will really resonate with them when you focus on service you will generate a lot of new ideas for for valuable content that necessarily have to be you know quote unquote exciting to be interesting now that’s a great question for the black car service so you know one way I like to look at it when you’re generating content is every company in the world as Peter Drucker said use this to serve a customer and every cut every company really only serving customers in one of two ways you’re either using a pain point or you’re helping them meet a goal or dream or something like that so what I mean by easing a pain point is for example let’s say you sell a car and the price of gas has gone up and I don’t want to spend so much on gas so a hybrid or an electric car hey that’s eating my pain point let’s also say we’re right here in Jacksonville Beach now and it oh I’m so sorry but it’s usually sunny here it’s beautiful we’re by the beach and so I’d love to have a convertible and our office out by the beach and drive to the office every day and that convertible you know and that is you know help fulfilling a dream so for the black car company um there’s probably so much knowledge they have that their customers might be interested in so for example one thing that comes off the bat a lot of time I was in New York a few months ago had a black car pick me up and take me to JFK and it was the middle of the day and we’re on the highway in Queens and we’re stuck in traffic and it took so long to get to the airport and it just got me thinking what is the best day or best time of day to you know fly out to to get a flight out because you know when is there the least traffic in New York let me a great thing the black car company can answer mean they probably have expertise there more than almost anyone does and the type of customer that takes them probably really cares about Tom does one waste time as much as you can do productive things down the back of the car and your smartphone or what have you and so you know again that’s not a promotion that’s not a discount that is technical content but it’s something that they already know and so looking for the ways that you can serve your customer to help ease their pain points to help them meet that goal or dream with content and then obviously you do that with your product as well I mean that’s what contents all about now speaking of New Yorkers dan that was great with regards to humanizing your content I’m sure a lot of you have probably heard the story of the new york city cop last week who bought a pair of shoes for a homeless man on a cold night and a tourist snapped a picture on her phone and wrote a letter to the NYPD describing the event from her point of view the NYPD’s then put it on Facebook and of course within 24 hours it had gone viral and it was being picked up by virtually every news outlet now obviously that is a pretty amazing story not to mention a rare PR opportunity but let’s imagine the NYPD like a company they received a positive review from a customer and we’re able to display key values of their organization and employees by using that review so by using their customers onwards they were able to avoid sounding braggy and use the experience of one come consumer to connect to others but even if you aren’t able to use these exact elements there’s there’s always a way to humanize your content whatever it’s about give it a face of family of passion some some sort of quest struggle and a triumph that your product had a hand in now that all sounds very grand but these are simple human experiences that anyone can relate to and they really convey the character and values of your company we’d a question from Elliot that applies to this does this stuff applied a bit product base sales we have a shopping cart and sell items to photographers do they really want relevant content from me danske well I kind of feel bad in the way Elliot asks a question is like they really want relevant come continue Know Who am I so what I would say is if they’re purchasing from you they likely do you know again it comes back to you know the pain point you solve or the dream you make possible so for some of those problems that they have you know they need they’re going to be shooting in some dark light conditions than they need a special filter whatever you know they’re going to buy that product from you but the information will also likely be really helpful and by you know sharing whatever information can help them be better at photography solving their pain points or helping them meet their goals not only are you becoming a trusted advisor to them and becoming that source for where they want to turn to photography whether it’s either to just learn information through your content through the content or a real

annoying emailing them or actually buying from you um they also have a great reason to share that with their fellow photographers and once you get into some really niche markets like you know photography might be especially began initial photography and we’ll get into niches in a moment it’s really great to be the go-to source for information and products because then when they’re friends with a photographer has a problem hey they can just forward along that email to them hey check this out this is this is a great thing about whatever and then you that’s how you can start to build your list too so um the so don’t feel bad like does Mike do my customers really want to hear from me if they’re buying from you you’re already you’re already solving their problems with your products again all we’re saying is solve our problems help meet their goals with your email content as well and as you said before even if it’s part of a promotional email you know that promotional emails meant to sell something that’s going to solve a problem but whatever content you’re including in there can also be helping solve that problem I totally agree dan and I was actually a food photographer for the University of Notre Dame go Irish and I think photography especially I mean I’ve learned so much from from buying equipment when I was a scene photographer it was all there for me and provide for me and now that I’m I’m just kind of dabbling in it as a hobby I I know absolutely nothing about about buying photography equipment and I think that problem really exists with a lot of a lot of photographers is it’s a very knowledge rich industry and there’s a lot of things that you can share in laymen’s terms maybe that will definitely help consumers a lot in fact Elliot maybe you should I’ll look up your website later because I’m shopping for some photography remember Christmas well that being said the the goal of storytelling is about creating a caring mentality content should never be about selling it should be about telling a fine content that conveys the care your employees or other consumers have for the brand use an interview to find the hows and whys behind the passion the author of a popular ebook feels for their subject and use that as a way to educate by revealing their top takeaways or advice oh is it going always telling a story will we go feeling of community that I feel is incredibly valuable nothing will move consumers along the purchase pass faster than knowing that been feeling like they know who they’re buying from yeah so what stories are going to tell that’s always a challenge is we talked about user-generated content is helpful if it’s hard to get so we’re really looking for are those treasure troves of user-generated content and one place you can look is internally right there are going to be employees that you have that might have you know some good stories to share but also they might have good customer stories to share people in sales people in customer service really anyone having any frontline relationship with the customer the challenges this customer feedback is just so spread out across your organization likely it could come in an email to customer service it could come in someone sales rep met in a trade show and so it helps to have some sort of internal plan in place if you’re a bigger company maybe it’s a place on your intranet if you’re a smaller company maybe it’s just that everyone knows they can email you this story oh man then give them a little reward you have a little plan for making this happen if if a story that they shared with you appears in a newsletter you know they get a you know a Starbucks card or a gift card or you know something special for helping out and then kind of goes a little virally with inside your company that by sharing your story sharing everyone’s success you know there’s something in it for them and also it’s not a great way to recognize customers so I’m sorry it’s a great way to recognize customers too but also your employees so for example the employee of the NYPD the police officer it’s a great way to recognize him for what he did and you know keep your employee morale high and again you know the internet and social media allows us to interact directly with our customers and ways that weren’t previously possible so also if your blog social media sites one just by monitoring mentions of your company name and seeing how people are talking about your company if you’re talking about in a positive or negative way you can always reach out to them try to get that story it always helps to and there’s some sort of incentive for them getting them a little something you know if we’re in the camera company maybe it’s giving them an extra you know lens or something like that whatever makes economic sense for you or you know proactively asking on Facebook or Twitter or wherever it is you know if there are any success stories how customers are using your product and you can find a treasure trove of information there so let’s um let’s get into segmentation assam as i talked about for example with the photography you know that’s a great example of a niche but you know niches have become so big even if you’re a big company you likely have different niches of customers within your email list for example toys r us you know I chopper toward your us because I have kids but my parents also shop at toys r us

because they have grandkids so you know there’s those different niches within your own email list and by talking to them in the most relevant way possible it’s going to be you’re going to generate better and better results so segmentation is very challenging but down let’s delve into a little bit in this webinar so Courtney want to talk to us about earning trust your segmentation well email is a way to serve your customer and that’s really how you should look at it if you’re constantly blasting their inboxes with information it doesn’t come off as service it comes off as harassment and they will either ignore you or try to get rid of you because if you don’t care about the information that you’re sending why should they yeah but again you know there’s a reason that more email marketers aren’t segmenting and frankly it is challenging so if we look at some more data from our email marketing benchmark report its top challenge integrating email data with other data systems by far and so we’re going to in just a moment were going to go into some ways that you can use data some ways that you might not have thought possible in some ways that you know we can all aspire to when we talk about these practices obviously their best practices you know sometimes people beat themselves up that they’re not doing these practices yet well it’s a goal to work towards it so let’s understand that goal to work towards and if you’re not doing everything don’t feel bad about it but that we’re going to get to those different ways you can use data in just a moment but first i want to point to the second biggest challenge there which is improving email deliverability and it’s not something we’re going to cover deeply in this specific webinar we did have Richard asked us if you only send out promotional emails historically actually that’s the wrong question we got another question about deliverability and we’re not able to address it in this webinar by just want to the second to talk about our sponsor return path and I know when I have a deliverability question or when one of the reporters has a deliverability question one of the people I always think of as palm state or turn path and return path our sponsor is just so knowledgeable in that very complex topic so just want to let you know that they are the global global leader in email intelligence their inbox placement solutions can help you improve your email deliverability and increase your email marketing ROI their solutions utilize the world’s most comprehensive set of data that help businesses build healthy and trusting relationships with their customers so if you have any deliverability questions I recommend checking out return-path com our sponsor give them a quick look and see how they help ISPs and other mailbox providers enhance network performance and drive customer retention and thank you again to return path for making this webinar that we’re presenting to you right now absolutely free i also want to mention again if you have deliverability challenges like I said our email marketing benchmark survey we’re feeling it right now you can fill it out at marketing Sherpa calm splash survey if you do fill it out you will get a free special report CMO perspectives on email deliverability so if you’re among those fifty four percent of marketers that say deliverability is a major challenge return path and this free special report you get for filling out at marking sure but calm flesh survey hopefully it will be helpful to you let’s talk this talk some more about data so um first of all as with content you like we have lots of data right sometimes the challenges you don’t have accessibility to it it’s not a one place and you’re not leveraging it for your email programs but you know your email database is filled with data your CRM or your social CRM miss Tilden stating that financials stopper others fills the data I love this quote from Amy garland what counts did content is king and its content producers I definitely think content is king out your database is queen because again it helps you segment and get the content to the right people so one type of data you can look at if you have is Indy McDaniel it’s also a bit more about in Dominica absolutely we actually had a question from Michelle but I think kind of group works well for this what are the best ways to penetrate a client’s mind to gather relevant content for their audience best practices for information gathering when writing newsletters for clients and I think it even did is is absolutely great for for gathering information for clients it’s and I’ll reference Jill book from exacttarget and I who’s actually he is speaking at marketing Sherpas email summit this februari he and i chatted a few months back for a how-to and he told me about what scotts miracle-gro does with their email list and when it’s when a subscriber signs up they ask them for their the code and from there they use that information to send them highly personalized content for that area specifically which is socially useful to their customers who need to know how to best use the product in certain planting seasons for the soil in their area marketers really have and have access to an absolutely over overwhelming amount of information today which makes it even more important to know which few pieces of information you need to provide that

value to your subscribers for b2b marketers it might be the company title vertical industry for b2c marketers it might be geographic location like Scott’s does or age income level yeah yeah another type is transactional data so we’re running a little short on time now as we get into some of these different types of data so I’m going to treat a article through hashtag stripper webinar that goes more in depth into all these different types of data data is definitely a complex topic so check that out if this is a topic that’s interesting to you but transactional data obviously consists of the data that you have when people opt-in to your brand in some way whether that’s signing up for an email newsletter or also buying a product you know financials is a great example and so what you’re looking at with what you’re looking to learn from your transactional data three things recency how recently did they opt-in transact buy from you whenever it’s kind of a marketing man humming best practices where maybe marketing legend or whatever you have is it when people have recently said yes to their likely to say yes again so when they recently either opt in your email list or they recently afternoon they’re probably going to say yes again the other thing to think about with recency is if you sell a product for example that has certain replenishment to it so if you sell air conditioning filters online and you know that people tend to buy it every year if you see it’s been 10 or 11 months and someone bought from you it’s going to make sense to send them an email reminder of like hey you know you probably need new air conditioning filters on frequency how often do they buy from you if they are a very frequent purchaser that can change the types of offers you send them as opposed to someone who buys from you rarely and monetary how much do they spend with you are they one of your top purchasers or do they not purchase often other type of data is behavioral data so you can measure this with you know for example how many people and who are opening your emails who are clicking through on your emails who are redeeming your coupons essentially what actions are they taking with you and through their actions they’re going to tell you a lot about what’s important to them um you know for us if you for example are selling different types of products and one group always opens email and clicks through about a certain type of product and another always emails and clicks for about another type that’s a great event that’s a great chance of segment and just sell them what’s really relevant to them what they’re usually opening and clicking through on now we also wanted to talk lastly about computed data so computer data is essentially when you’re taking one or more variables and communicating yourself the great example is if you know their location and you know the location of your store you can communicate how far from one of your stores they are and then you can also change how you market to them based on that so for example if there is not a store in your area they’re 500 miles away from where your stores you can focus on your ecommerce site but if there is a store nearby you can focus on them either buying online and then picking up in-store or you know maybe one of your in-store promotions so those are some great ways to segment so of course challenge is you know again these are best practices we work towards it’s very difficult to get all this information so we want to share this case study of a marker nitrile multi-sport what they are is a bicycle seller we want to share an example of when they started this campaign to discuss they did not have a lot of good information and that’s why they launched this campaign and so I think it’s a great example so they really I think about 10 to 15 years in business how a lot of old email addresses they also want to start mobile marketing that we’re going to start saying text messages actually and they just did not have a lot of data is beyond email address so let me show you two campaigns they ran and we’re effective for them so the first campaign little sweepstakes and so sweepstakes I think it’s Courtney was mentioned before this is a great way to get some more information about your customers again I’ll make the quick legal disclaimer if you do run a sweepstakes there are laws that vary by state as to what you have to legally do in a sweepstake so it definitely either you know look those up yourself itself a lawyer talk to experience agency they just want you understand that but there’s two great things about in soups especially this one they ran right here is one they were able to get more information right they were able to get people to opt in for mobile alerts they were also able to find more information like you know their location as we talked about even their birthday what kind of bikes they were looking for and so this is great information they can add to their email database because that incentive of the sweepstakes encourages people to take part in the sweepstakes the second thing and I thought was really interesting that they did is they basically had two different types of customers they were looking for they have the customers that are triathletes and they have the customers at a road cyclist and customers are triathletes by different types of bikes and customers that are road cyclist and so to help them understand which type of customers which end segments there’s this they didn’t just give away one positive away a choice of prizes so the person who was you know signing up for the sweepstakes could take their pick between either the tricycle the apps are tricycle the

triathlete type of bike or the road cyclist type of bike and with this data they could later segment and for the triathletes just send the triathlete information promotion and for the road cyclists and that information so then the second campaign I did they were a test so they also want to understand they they ran another sweepstakes and they wanted to understand who what messages would resonate most with their email lists and the different people have signed up for the email us and so what they did is they had two different promotions they had a promotional email that had famous for athlete on it and then they had a promotional emails kind of their sexy email where they leveraged the old marketing adage that sex sells and they wanted to see which type of messaging would work better and in the end it was actually a teacher athlete so anytime here test like this you know I don’t want you to think well then you know sexual message wouldn’t work you know obviously this is for this audience and that’s the benefit of testing they found tying into a famous triathlete or that if letak messaging would work better for them but if they hadn’t tested they might have gone down the wrong road gone with the sexy messaging and underperformed and here are the results from their campaign the guy almost 10,000 people signed up for emails with that first and they got a little more than 10,000 with that second campaign but the most important thing is that they were able to deliver more relevant messages they were able to get that data so they could segment their list and be able to send messages to their audience based on with type of bike you’re interested at what type of messaging most resonated with them all right well the kind of scary part about content creation is that in the end it could be worth almost nothing if you if an email message is sent at the wrong time it could be rendered totally irrelevant so consistent consistently delivering the right message at the right times with for your subscribers and building up a reliability is essential to having a trustworthy relationship with consumers accomplishing this requires an internal process that is centered around a rock-solid editorial calendar that is kept by someone like Dan who make sure we all stay in line also the ability to sort your listen segment your customers is key finally you must have a predictable approval process that works with the urgency of sending the message out so every person in the past is sending out an email must know in respective timeline so that you can respect your customers so we saw in the graphic earlier that triggered or automated emails are at the top tap tactic to improve relevant communications inconsistency and email brief carelessness and it will begin to reflect in your open and click through rate so eighty percent of companies are using triggered emails and for those that do it it makes up twenty-two percent of their overall email volume dan would you like that let’s take a look at what type of triggered emails people send so we look at it this again is data from the 2012 email marketing benchmark report welcome emails are very popular shopping cart abandonment emails less so so one reason for that might be marketers are a little scared of training their audience to abandon the shopping cart and then get some great promotion after but those kind of be highly effective so you might want to look into this so as we as we talked back at the beginning of this webinar when we talked about understanding the different stages in the buying path for your customers and driven relevant content Matson’s welcome emails or welcome series are a great way to do that and so having an automated email message or entire automated drip campaign can be very effective and one way I’ve seen this happened now for example there’s a marketer and a university and they were selling adult education and she found through some looking at her analysis that when people find up for their email list they either bought her didn’t buy within 30 to 40 days that was when they tended to make the decision that was a really fat part of the bell curve and so when they signed up she had an entire campaign entire drip campaign that went through the decision-making process it would take over those 30 to 40 days from you know first learning about that University to actually making that purchase and it was all in an automated fashion and it was very very effective for her and that again also helps with the shipping on Tom when you’re able to set up evergreen content that you can automate in that fashion but you also want to take advantage of what’s going on the news or do your not Courtney which which do we do uh well it’s the information that you can use in from external factor can make emails a lot more timely and in relevant you can try using trend jacking tactics trend jackings will get your emails opened in red because they’re there timed with big news stories that will really catch the attention of the reader to your your email content these are already part of people’s water-cooler chitchat so they want to learn more about it and now obviously earlier we were talking about the importance of having that rock solid planned content calendar is possible but I think you should always leave a little bit of room for chaos if you will it’ll make its way in there anyways no matter how hard you drive but if there’s a piece of already plans content that you can spin

slightly to incorporate a new event or perhaps you can create something new without taking up too much of your resources that will capitalize on it it can be really challenging to implement but with a little creativity and quick thinking I think it can be really worthwhile effort yeah so it’s challenging that always say maybe you don’t know the best way but it’s going to be careful um as with any interaction between us human beings they also have to you know understand what’s appropriate what’s not so here is an example from a marker that sent this out and the subject line with Steve Jobs was originally obsessed with typography um only towns there was this was the day after Steve Jobs died so again this is where when you look at your editorial calendar you want to also understand the approval process if anything comes up any news comes up who’s going to improve and it is going to choose what is appropriate what is not appropriate clearly that is not here’s a great example from marquette oh I’m sure you’re all familiar with them there the marketing platform and they sent this out when their partner salesforce com was airing a b2b super bowl ad and they asked it went out right after it was mobile friendly and they asked i had a poll you know this is good ideas it’s a waste of money and then they actually followed up on some communications with that great way to tie in real time what’s going on they got pressed for it they actually got some press for me for me because I received the email as well and then wrote marking sure of a blog post about it which you can read through hashtag stripper webinar and then just be no fun things like capitalizing on water cooler conversations when Harry was going to get married i’m not i’m not a big royal fan you might know more about this than I do Kourtney but that when Harry was going to get married they had a joke I don’t forget two rings Harry and they send out some donuts or I don’t know maybe there’s another print center ok you think I don’t I don’t understand the Royals well I do actually have an update on this and maybe Sobotka expertise Kate Middleton is pregnant currently so that could be something that it’s something people are talking about I swear on all my news feeds that every third line is something about about Kate Middleton so there you go that could be something great but you damned right you do have be very careful and I would recommend it’s possible showing it to as many people possible on your staff your family whoever you can just to make sure that you never know when something looks fine to you and it’s going to send someone else so this for example is a great email but I remember when Hurricane sandy came through many many companies were heavily criticized for sending out emails basically just like this encouraging people to shop online with the code sandy while they were keeping where they were kept indoors by the storm so just make sure that you’re not appearing cavalier by capitalizing on any potentially deadly weather events dan said yesterday that very wisely they have to know the difference between a storm and does a disaster so and I really enjoy this next one from spirit it it displays a sense of fun while also having the potential to draw the differences Ortiz rivals a little bit without seeming overly petty and you know sometimes it’s just finding some fun facts that I in like for example when NASA announced their mission to Mars you know the cigar company came out with a fun campaign because you know going to Mars you took that you know is you’d be in the space capsule for a very long time you might get stuck there maybe get a nice sampler of cigars to go with you I don’t know how that would work in zero gravity but again just having a little fun with some facts and tying into you the types of things that people are talking about anyway so with that we have thrown a lot at you we’ve got a lot at your after their I want to give you in these two minutes really just sum it all up two key takeaways you can leave this webinar helped start improving your email marketing performance right now when we end this webinar survey is going to come up we really appreciate your feedback that would help us optimize this webinar help us our job is to help you do your job better and that will help us give you more relevant info these webinars but really if we can break it down into three questions and answers it comes down to where the three factors needed to create relevant content right need to have a content there it’s the content they crave we need to segment it so it’s going to the right people and it’s going either real-time communications after they you know do a certain action that would relate to whatever you’re sending or just in general wherever they are in the buying process at timing is so important besides creating original content original contents great original contents of that tsipras your content is very difficult to be expensive what are other ways you can create content you can repurpose you can look to your users and then if you can’t even create content you know look at content curation look at sharing content others have created and the four types of data as I said through hashtag strip webinar I shared an article that goes much more deeply into this but think about endemic data transactional data behavioral data and community and I’m sorry computed data and so it’s the top of the hour that’s all we have Thank You Courtney thank you to you for listening and again when the survey comes up please give us

your feedback thank you very much you