Presentation by Adam Q. Holden-Bache for the Association of National Advertisers (ANA) B2B Committee meeting on 2/23/16

1. Adam Q. Holden-Bache @adamholdenbache

2. • Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”

3. b2bemailmarketingbook.com

4. 2015 MarCom
Gold Award
2016 Axiom
Business Books
Gold Award

5. TAKEAWAY
TIP

6. @b2bemailbook
@adamholdenbache

16. BRING
OUT
YOUR
DEAD!

17. BRING
OUT
YOUR
DEAD!
BUT
I’M
NOT
DEAD
YET

20. Emails are sent every minute

22. The average U.S. worker spends
of their time
reading and answering emails

27. • IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• PEOPLE CHECK IT Frequently & Respond
• It’s Fast & Measurable
• It’s Cost Effective
• It’s Own-able
• It has a high Return on INvestment

35. • Increase revenue/sales
What is Your
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention
• SHORTEN SALES CYCLE

36. • HIGH DELIVERY RATE
SUCCESS
• HIGH CLICK-THROUGH RATE
• LOW SPAM COMPLAINTS
• HIGH OPEN RATE
• LOW Unsubscribe Rate
• Increased shares, forwards, web site visits

37. • Generating and Nuturing Leads: 78%
B2B Marketers Goals:
• Enhancing/Building Brand: 68%
• Driving Sales: 59%
• Strengthening Thought Leadership: 52%

38. CONSTANTLY ESTABLISH AND REFINE
BENCHMARKS AND TRY TO IMPROVE
THEM FOR EVERY CAMPAIGN

40. • Customers
Who is your audience?
• Clients
• Colleagues
• Competition
• Prospects
• Media

42. • Who are you sending to?
Questions to ask:
• WhY are you sending the message?
• WHAT DO THEY WANT?
• WHEN & WHERE Should they receive it?
• WHAT WILL MAKE THEM CONVERT?
• How will you measure success?

44. 68% rate email as “Good” or
“Excellent” at generating ROI
Most marketers allocate Less
than 25% of their budget to email
BUT…

46. YOUR EMAIL MARKETING EFFORTS

47. INCREASING EMAIL LIST SIZE SHOULD
BE A TOP PRIORITY FOR B2B Marketers

49. YOUR LIST SIZE IS IRRELEVANT IF YOU
DON’T HAVE QUALITY Subscribers

50. Attract the audience you desire

51. 95% of people who OPT-In to
Email Messages from Brands
consider the MESSAGES useful

52. 1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS
3. OFFLINE EVENTS
4. ONLINe EVENTS
5. REGISTRATIONS
FOR DOWNLOADS
6. Point of Sale
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps and
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile text
subscriptions
18. Blog

57. Allow users to manage their data
Through preference centers

59. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST

60. IT’s Not Just An email address.
You are communicating with a
human being.

62. WHAT EMAIL IS NOT:
• A BLAST
• A Digital VERSION OF A pRint Ad or direct mail piece
• A WEB PAGE
• ONE BIG IMAGE
• like ANY OTHER MARKETING CHANNEL

63. EMAIL IS EXPERIENCED IN STAGES

64. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES

65. STAGE 1: The INBOX
GOAL:
GET THE RECIPIENT TO OPEN

66. SUBJECT LINE
35% of email recipients open email
Based Solely on the subject line

67. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY

68. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

69. • DON’T SELL, EDUCATE
HOW DO YOU GET THE CLICK?
• SOLVE A PROBLEM
• SAVE, SAVE, SAVE
• ENTERTAIN

71. STOP USING “CLICK HERE”
(mobile users Don’t click, they tap)

72. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE Headers & Subheaders
• Break Apart The Copy
• Use Bullets & Lists
• Use Bold, Italics & Font Size Variations
• Use Color & Whitespace

73. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

75. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION

77. STAGE 3: The WEB Site/Landing page
GOAL: GET THE CONVERSION

78. STAGE 3: The WEB Site/Landing page

81. OF SMARTPHONE OWNERS
USE IT TO READ EMAIL
(THAT’s more than use it to make phone calls)

86. will delete an email That doesn’t
display correctly in a mobile inbox

87. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design

88. < DEsktop
Mobile >

91. There is no
One-size-fits-all
Solution to email
marketing

92. Relevance = REsults

93. ACHIEVE RELEVANCE THROUGH
SEGMENTATION &
PERSONALIZATION

94. Personalized emails will improve:
EMAIL PERSONALIZATION
• Open Rates 26%
• Click-through Rates 14%
• Conversion Rates 10%

97. SEGMENTED emails Results:
EMAIL SEGMENTATION
• Increased Open Rates: 39%
• Increased Revenue: 24%
• Lowered Unsubscribe Rate: 28%

98. LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT
2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. VIC’S
8. Job Role/Title/Position
9. Size of Business
10. Source of Acquired Data
11. By Device
12. By Email Platform

99. Don’t Be Afraid to send more email as long as you
Deliver value every time
FREQUENCY

102. DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized

105. IN-EMAIL Transactions

106. IN-EMAIL
Payments

107. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• DRIVE TO CONVERSION ( Open -> click -> CONVERT)
• optimize for mobile
• Deliver relevance

109. b2bemailmarketingbook.com

110. Adam Q. Holden-Bache
adam@B2bMarketingbook.com
@adamholdenbache
@B2bemailbook