Archive for the ‘Email Marketing’ Category

Webinar: Leveraging video for lead generation

Swyzzle and SalesFusion will host a webinar tomorrow, March 10th, at 2:00 pm EST on “Leveraging video to increase lead generation”.

Webinar: leveraging videe for online lead generationThis is a compelling look a the growing role video plays in the lead generation process. This live webinar will cover a variety of topics that will help you explore new ways to leverage video in your marketing mix.

You can sign up by clicking this button:

http://www.msgapp.com/c.aspx?l=CHZD0000010904084000YYY1AD

The session Agenda includes discussion around…

  • Video’s growing role as a selling tool
  • Integrating video into demand generation
  • Use cases – how, when and why to use video
  • Video and Social Media – the YouTube effect
  • Video as a prospecting tool – the email tie-in
  • Extending your webinars with video
  • Tracking video metrics

The use of videos and other multimedia is growing in popularity amongst savvy marketers. there are a myriad of new technologies and channels in which video adds to richness of your campaigns.

SalesFUSION and Swyzzle have teamed up to provide an in-depth review of the trends, tactics and metrics you need to be aware of relative to this.

Targeted Television Post on MediaPost.com

Targeted TV on MediaPostTake a look at this article on MediaPost.com that captures the reasons for our focus on “targeted television” for marketing and lead generation. Specifically, it talks about how video ads’ performance drastically improve when targeted to the right demographic audience. People always prefer information – whether entertainment or promotion; whether stories, video content, or advertising – that is tailored to their interests.

The article also addresses an important concern for marketers who want to use video in email campaigns – where to get good video creative – saying that existing 15-second and 30-second spots can be used effectively for email marketing. If you have the budget and enough time to produce custom video for marketing, that’s what you should do. But if not, you can use existing video content from your media library with very good results.

Lead Follow-up: The Challenge of Online Lead Generation

In many companies, Sales complains that they don’t get enough leads from Marketing, and Marketing complains that Sales doesn’t follow up on the leads they are given. It almost sounds like the beginning of a joke. Unfortunately, many lead generation campaigns fail because no one follows up on the good leads that are generated.

Lead Follow-up: the link between Sales and Marketing

Lead Follow-up: the link between Sales and Marketing

In my fantasy, Marketing hands Sales all the leads they can handle and Sales follows up on every single lead, closing every opportunity. Everyone is happy, and everyone makes lots of money. The problems begin when you have expectations like mine.

Because of performance pressure, Marketing tends to send weak leads to Sales. Sales often doesn’t follow up because the leads are weak, saying it’s a waste of time. However, when a well planned and executed lead generation campaign is conducted by Marketing, quality leads will be the result. The leads must be segmented as quickly as possible by Marketing so that they can be passed on to Sales while they are still “hot”. Sales must be prepared to follow up on with these leads within 24 hours to reap the full benefits of the campaign. There is nothing worse than wasting a good lead. Sales must follow up on the leads promptly, before they get cold. That means they need to trust that they will get good leads, and that they will take the time to act on them. Marketing must communicate to Sales about the current campaigns and give guidance on how to follow up on the leads.

It’s important to think of lead generation as a funnel (see Understanding the Online Lead Generation Funnel). In a typical marketing funnel, the best 5% of marketing contacts are strong enough sales prospects to passed to Sales. The next 10% are close, but not quite fully baked. Marketing should monitor those 10% and pass contacts that are from marquis customers to Sales, and continue to cultivate the others. For example, if your company produces drink production equipment a lead from Coca Cola should be passed to sales.

Lastly, Marketing should track the follow-up. Marketing needs to track leads through the marketing funnel, then through the sales funnel and then through the lifetime of the customer. The lifetime value of a lead is the true measure of the success of marketing campaigns the marketing organization.

Email Marketing Campaigns: Increase Your Email Open Rate

Email lead generation is a funnel (see our previous post on Understanding the Online Lead Generation Funnel) for qualifying prospects who are most ready to buy. Every contact you send your email to enters the top of the funnel. There are two reasons contacts drop out before even receiving the email: due to bad or incorrect email addresses, and due to spam filters. The first problem should be handled by continual cleaning up of your opt-in contact list, which we’ll save that for another post. Avoiding spam filters has everything to do with a good subject line – which we talk about below. Once your message makes it to the recipient’s inbox, there are some important things you can do to entice him or her to open the message.

What’s a good open rate?

Open rates vary anywhere from 15%-35% based on industry, but mostly you should expect 20-30%. You should watch your open rates carefully, and track them based on subject line, day of the week, and time of day. Aside from Saturday and Sunday, which you should avoid, the day of the week you send your email affects each industry differently, and in some industries may not matter at all. If you have no data, begin by sending on Tuesday through Thursday. Then test Monday and Friday to see how they compare. Time of day can also affect open rates. For example, in some cases Monday morning is a bad because people come into work with a full in-box.

Email subject line – avoiding spam filters

Email Spam detector is like the Egg-dicator from Willy Wonka and the Chocolate Factory

Veruca Salt flagged as spam

If you actually ARE a spammer, our advice won’t help you much. We’re just trying to keep legitimate email marketers from stumbling unknowingly into the spam folder. There are some pretty simple guidelines for avoiding spam filters. Most spam filters work by assigning points to “spammy” things in emails. The more spammy things you do, the higher your score. It’s kind of like the “Egg-dicator” in Charlie and the Chocolate Factory. When the score exceeds the threshold set in the recipients email settings, your email drops into the spam folder (like Veruca into the bad-egg garbage bin).

First, avoid pitching the deal-of-the-century. Don’t talk about money, urgent one-time offers, money back guarantees. Also, be careful with percentages. Since spam filters flag anything that looks like a mortgage offer, things that look like a mortgage rate can get caught.

Here are some other spammy things to avoid, both in the subject line and the email:

  • Exclamation Points!!!!!!! (one’s okay!)
  • USING ALL CAPS IN EITHER THE SUBJECT LINE OR EMAIL!
  • Spammy phrases: “Click here!”, “Act Now!”, “Buy Now!” and “Why Pay More”
  • Bright Red or Green text
  • Using Microsoft Word to create your HTML email (this creates sloppy HTML associated with lazy spammers)
  • HTML email with nothing but one or more images very little text
  • Using the word “test” in the subject line
  • Sending a test to multiple contacts in the same company

Crafting a good email subject line

So good – you aren’t spam and didn’t mistakenly get put in the spam box. How do you entice your recipient to open the email and read your message? Easy rule of thumb: be honest, sincere, and state the value you intend to provide in the email. A common mistake is to treat the subject line like a catchy tag line. Catchy, ad-like subject lines can actually reduce open rates. Consider what the distribution list you are using opted-in for. If the opt-in was for new product announcements and industry news, try to craft your subject line to fit into one of those two categories. Just make sure that’s what your giving them in the email.

Deliver on the value you offer

Email marketing is an ongoing process. Like business and life in general, people appreciate good quality content and valuable information. Think about what your market wants and needs. Offer the information and entertainment they are looking for. And every time you offer something, make sure you deliver it.

Learn from each email marketing campaign

Each email you send is both a message and a test. Measure and track open rates, click-throughs and number of leads against the day and time of day. Make improvements each time and learn what works and what doesn’t. Your results will get better and better with each campaign.

B2B Lead Generation

We offer B2B lead generation services to help companies with marketing campaigns using Swyzzle shows (or, as we call them, multimedia marketing campaigns). The goal is to find prospects who are looking to buy your products – real, qualified leads that your sales team can pursue. These campaigns are especially effective if your company has a high involvement product or service – where the sale doesn’t normally happen without a demonstration or a problem-solving session.

At first you’re likely to need help to execute this sort of campaign. You already have many of the tools, like presentation materials, white papers, case studies and fact sheets. The challenge for most companies is to pull them together into a marketing campaign that prompts prospective customers to raise their hands and tell you they are looking for your product. The multimedia you create with Swyzzle can be as simple as you like. It can be a basic slide show made with pictures, you add audio (like a voice-over or music) tracks, or videos. You can use existing content your company produced for other reasons, like a webinar.

Here’s how a multimedia marketing campaign project like this works. There are three parts:

  • Discovery - To run a successful lead generation campaign, we first need to define  “success” . Are you trying to get new customers? Let your existing customers know about new products? We start by talking with you to understand the goals of the campaign, your company’s value proposition, and what materials you have that can be used. We’ll agree on the contact list for the campaign. It’s also important to understand the company’s personality – is your company serious or  funny? Stodgy or edgy? Having answers to these questions helps assure that your content is valuable to your audience and something your company will be proud to share.
  • Production - We have to produce a show, an email to send to your contacts, and a multimedia landing page with the show embedded on it – normally in that order. We start by developing a show concept that achieves the goals set down during discovery. We’ll plan it out by story-boarding the show, selecting documents and web pages viewers will open for more information. Then we’ll produce the show, getting approval along the way to ensure we end up with a great show. The look of the email and landing page will match the show, but we’ll make sure the message is enticing so people will want to watch it.
  • Execution - Now it’s time to distribute the email and track our results. The global analytics captured by the Swyzzle player let you know who opens the email, who goes to your landing page, how much they liked the show and what they cared about. This is how you know how successful your campaign is, and identify leads so you can follow up and make sales. Swyzzle reporting tells you which parts of the show your viewers are watching and if they followed through to get more information. You’ll know the parts of your show that were of highest interest and which documents they viewed.

Multimedia and video increase the rate of conversion of page visits to leads. It’s no longer necessary to avoid using them because it’s difficult. It’s easy. You can do it. And it will help you increase sales for your company.