Building A B2B Email List That Generates Revenue
Download as PPTX, PDF0 likes247 views
The document summarizes the findings of a survey conducted by Delivra and Ascend2 on email list building strategies for B2B companies. The key findings are: 1) Increasing email list quality and lead conversion rates are the most important goals for B2B companies. 2) Content downloads and email landing pages are the most effective tactics for building email lists, while integrating social media and offline opt-ins are the most difficult. 3) A majority of B2B companies consider their email list strategy only "somewhat successful" with lack of strategy and list hygiene issues being the top barriers.
Building A B2B Email List That Generates Revenue
- 1. Building a B2B Email List That Generates Revenue Anthony Antonicello Business Development, Delivra @AjAntonicello
- 2. Agenda • Ascend2 & Delivra B2B List Research • B2B List Building Goals, Trends, and Barriers • Examples • Recommendations
- 3. Study Overview Email marketing effectiveness is driven by email list quality. Consequently, building a better B2B email list will positively impact overall email marketing performance. But what are the most significant barriers to building a better email list, and how are marketers overcoming them?
- 4. About the Research Partners Marketing software and data companies, and digital marketing agencies partner with Ascend2 to reliably generate demand and supplement marketing content. Our Research Partner Programs are transparent – spotlighting your brand and the interests of your market. Learn more at Ascend2.com The idea of giving clients a helping hand while navigating email marketing hasn’t changed since Delivra opened its doors more than 15 years ago. The core of Delivra’s mission is helping clients build email marketing campaigns that get noticed, get conversations going with recipients, and actually get results. It’s just one of the things that makes Delivra different. Learn more at Delivra.com
- 5. Study Demographics In partnership with Ascend2, we fielded a survey and completed interviews with 245 marketing influencers from 123 companies that are dedicated to the B2B marketing and sales channel. The demographics of that group are: Role in the Company: Owner/ Partner/ CXO 36% VP / Director/ Manager 41% Non-Management 23% Number of Employees: More than50021% 50 to 500 24% Fewerthan 50 55%
- 6. Goals Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Most Important Goals of an Email List Strategy A top objective for 70% of B2B companies surveyed was increasing the quality of their email list data. 59% of B2Bs said an increase in lead conversion rates is also an important goal.
- 7. Trends How Email List Quality is Changing Achieving the most important goal of increasing email list quality is having an impact. 43% of B2B marketers said email list quality is increasing, while quality is decreasing for only 15%. Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2
- 8. Keys to Creating Value Source: The Constant Contact Guide to Email Marketing, 2011 Validate Email Addresses In subscribe form, companies should require interested parties to input their email addresses twice to avoid typographical errors. If collecting addresses by hand, have customers write in clear print to ensure easy transcription.
- 9. Trends Email List Strategy Survey/B2B Benchmarks Published February 2016 by Delivra in Partnership with How Tactics are Changing the Size of Email Lists Increasing email list size, regardless of quality, is no longer a top priority for B2B marketers, yet email list tactics continue to drive an increase in email list size for a majority (54%) of companies.
- 10. Barriers to Success Most Significant Barriers to Email List Success Lack of an effective list strategy is the most significant obstacle to B2B email list success for 51% of B2B marketers. Inadequate list hygiene practices is a top problem at 39% of B2B companies. Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Consider re-engagement campaigns and confirmed opt- ins to increase list quality.
- 11. Impact Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 How Successful is Your Email List Strategy? Only 6% of B2B companiesconsidertheiremailliststrategy “very successful”at overcoming barriers and achieving goals while 54% settle for “somewhat successful”. 40% are “unsuccessful”. Start with your definition of success. What is your end goal? Then take the time to strategizearound it.
- 12. Email List Sources Source: The Constant Contact Guide to Email Marketing, 2011 TradeshowsWalk-ins In-bound phone calls Social networking Blog SearchenginesWebsite Social events Speaking engagements Employee referrals Networking events
- 13. Barriers to Success Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Most Difficult Email List Tactics Executed Integrating email and social media (38%) and executing offline tactics (in-store/call center opt-ins) for online purposes (email lists) are the most difficult tactics B2B marketers face.
- 14. Recommendations Consider outsourcing time consuming or difficult strategies like system integrations or opt-in form creation. STRATEGIZE: Where do your prospects and customers interact with you online and offline? How can you capitalize on that interaction? Examples: Text 2 Subscribe (events and foot traffic), LinkedIn, Email Signatures, Event Invites, Your Blog, Industry Blogs & Sites,
- 15. Maximizing Collection Enable users to easily find the “Join My Mailing List” link on every page Only ask for data that you need Tell customers what you’re sending Display table tents with a joining link or a sign-up list at a front desk or register Include email sign up link in employees’ email signatures Source: The Constant Contact Guide to Email Marketing, 2011
- 16. Resources Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Resources Used to Execute Email List Tactics The degree of tactical difficulty often defines the resources to execute them. This is the reason 51% of B2B companies outsource the execution of all or part of their email list tactics.
- 17. Impact Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Most Effective Email List Tactics Used Content download registrations (59%) and email-specific landing pages (52%) are the most effective tactics used to achieve email list strategy success for B2B marketers.
- 18. Keys to Creating Value Validate Email Addresses Collect Personal Info Use “Auto- Responders” Send “Welcome Emails” Source: The Constant Contact Guide to Email Marketing, 2011 “Strike While the Iron Is Hot”
- 19. Examples Simple, Drip Campaign Content Instant Gratification & Value
- 20. Keys to Creating Value Source: The Constant Contact Guide to Email Marketing, 2011 In initial request, only request “must-have” informationlike name, interest and geography (if serving multiple). Collect “need-to-have” information in welcome email or follow-up communications or surveys (i.e. more detailed interests, additional personal or demographic information). Gather “nice-to-have” information through auto-responder or welcome emails. Collect Personal Information
- 21. Keys to Creating Value Source: The Constant Contact Guide to Email Marketing, 2011 Send Welcome Emails Tell customer what to expect Reward them instantly (with coupon or promotion without expiration) Lead them back to the website with relevant links to their interests Personalize your message and encourage outreach Include link to a survey or poll to collect personal information
- 22. Efficacy vs. Difficulty Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Comparing Most Effective and Most Difficult Tactics Content downloads and landing pages are at least twice as effective as they are difficult. Comparing effectiveness and difficulty are critical to the development of an effective strategy.
- 23. Keys to Creating Value Source: The Constant Contact Guide to Email Marketing, 2011 Use “Auto Responders” (DRIP CAMPAIGNS) Auto-responders allow you to maintain continuity with the customers, answer FAQs, introduce new customers to information about your organization Send three or less auto-responders in order to not over do it Keep content timeless in order to prevent constant updating of messaging Collect information and feedback from newcomers
- 24. Recommendations Based on this data …. What tactic would you cut? What tactic would you outsource?
- 25. Learnings Recap Email List Strategy Survey/B2B Benchmarks Published February2016by Delivra in Partnership with Ascend2 Focus on QUALITY over QUANTITY (from strategy to execution) Dedicate the TIME to strategizing Evaluate: Efficacy versus Degree of Difficulty Involve Your Internal Team in Collection Strategy and Execution
- 26. Closing
- 28. Thank You!