Zombies in Your Inbox: Email Marketing is Not Dead

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Email Marketing is Not Dead
Zombies in Your Inbox:

Angela Leavitt, Mojo Marketing
Founder & CEO
• 20 years of sales & marketing
• 150+ telecom, IT and cloud services companies
• Speaker at Channel Partners, ITExpo, Women in
the Channel, CompTel, MSPWorld

Who is Mojo?
V
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents,
VARs, and MSPs improve
their
revenues and branding.
We have
LOTS of data
on what works

Housekeeping
Q&A at the end
Tweet?
Tag @MojoMktg, @itexpo, #itexpo, #itexpo2018
Want the slides? Great!
Email me at angela@gimmemojo.com

86% of professionals prefer to use email when
communicating for business purposes.
(HubSpot, 2017)

Email is the third most influential source of
information for B2B audiences, behind only
colleague recommendations and industry-
specific thought leaders.
(Imaginepub.com)

59% of B2B marketers say email is their most
effective channel in terms of revenue
generation.
(myemma.com)

Agenda
List building & cleaning
Email platforms
Campaigns
Content

List building & cleaning

• Sign-up sheet at events
• Host an event or webinar
• Ask during the sales or service calls
• Sign-up forms on your website
• End blogs with a call to action
• Include an opt-in link in your email
signature
• Utilize gated content
• Export LinkedIn / email contacts
Building your list

Dux Soup App
• Scrapes info from LinkedIn profiles
• Shows you visited the profile
• Great way to build LI network
• $15/mo. Basic
• $50 for 600 emails
Building your list

• Research CAN-SPAM Act
• Use a different domain to reduce risk
• Warm up the list before emailing
• Request to connect on LinkedIn
• Run social / digital ads
• Ensure your emails are NOT salesy
• Sources: InfoUSA, Hoovers, etc.
Purchasing a list

• Constantly update
• Delete “no names”
• Delete no-person emails like
info@company.com
• Delete contacts from companies that
are no longer in business
• Suppress inactive contacts
Cleaning your list

Get surgical! The more info, the better.
• Company size
• Persona
• Customer / past customer / prospect
• Interested in
• Purchased
Segmented and targeted emails generate
58% of all revenue. (The Direct Marketing
Association, 2015)
Segmenting your list

Email Platforms

MANUAL
• Low / no cost platforms: We 💜 MailChimp
Email Platforms
AUTOMATED
• Higher cost: $200+ / mo.: We 💜 Hatchbuck
• More intricate to set up
• Payoff is huge. “Smart” emailing

WHY AUTOMATION SOFTWARE?
• Businesses that use marketing automation to nurture
prospects experience a 451% increase in qualified leads*
• Nurtured leads make 47% larger purchases than non-
nurtured leads*
• 50% more sales leads at 33% lower cost per lead**
*Annuitas Group
**Forrester Research
Email Platforms

Campaigns

Auto-Responders
• Attach to forms on your website
• Set up to trigger off certain actions
• Thanks! Here’s more info…
• And even more info…
Email Campaigns

News & Announcements
• News / update emails
• Invitations to events / webinars
• Updates to products / services
• New resources available
• Frequency: 2x / month is ideal
• Always test
Email Campaigns

Drip / Nurture Campaigns
• 80% of leads generated are not ready
for a sales conversation
• Use nurture campaigns to guide
prospects through the sales funnel
Email Campaigns

Content

LESS IS MOREGIVE VALUE
GUIDING PRINCIPLES
• Understand your recipient’s
pain points
• Stop selling, start educating
• Less text, more images
• More “white space”

Character Length
• Most are 40-50 character
• Platforms typically allow up to 150
• iPhone shows 35
Subject Lines
Pre-header text
• Apple Mail: 140 characters
• Outlook for Mac: 55 characters
• Gmail, Outlook and Yahoo: vary
depending on the subject line length.

TYPES OF CONTENT THAT WORK WELL:
Content
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES

Questions?
Want these slides?
Send feedback to angela@gimmemojo.com

Zombies in Your Inbox: Email Marketing is Not Dead

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