How to Create an Email Plan for All Stages of the Funnel
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The document outlines a webinar hosted by Pinpointe On-Demand, focusing on advanced email marketing strategies for enterprises that require high-volume sending solutions. It covers defining objectives, audience personas, segments for customization, and creating program plans for effective email marketing campaigns. Additionally, it offers a free month of trial for attendees and highlights the company's services and customer success.
How to Create an Email Plan for All Stages of the Funnel
- 1. Cover slide – I will send you the image for this as the webinar gets closer
- 2. Enterprise Email Marketing for customers who have outgrown their current email marketing provider BROUGHT TO YOU BY: Pinpointe On-Demand, Inc. MODERATOR: Eryn Branham Pinpointe On-Demand, Inc. ebranham@pinpointe.com 623.975.3335
- 3. § Design mobile friendly campaigns in minutes § Designed for high volume sending § Ideal for enterprises sending 50K/mo -- 50M/mo § Better Results: Advanced segments + behavioral targeting Enterprise Edition: Preserve Your Brand White Label Version WHY PINPOINTE? Get ADVANCED EMAIL MARKETING FEATURES that fit your needs! Unique User Logins Up to 200 Sub Accounts Develop Your Send Reputation Dedicated Cloud & IPs 1:1 Help Account Manager + Consulting
- 4. A few of Our Customers: INDUSTRIES WE SERVE • Agencies • Consumer Products • Distribution • Education / University • Entertainment • Finance • Gaming • Government • Technology • Media / Publishing • Manufacturing • And More…
- 6. FOR TODAY’S ATTENDEES FREE 1 MONTH OF PINPOINTE EMAIL MARKETING • Monthly subscription 5k/mo – 100k/mo • $49-$550 value • https://www.pinpointe.com/get- started • Use coupon code PPTWEBNR in your shopping cart
- 7. Stephanie Ristow Demand Generation Expert & Director of Marketing Charter School Capital stephanie@charterschoolcapital.org www.charterschoolcapital.org https://www.linkedin.com/in/stephanieristow/ https://twitter.com/Steph_Ristow § Director of Marketing at Charter School Capital § Has supported demand generation efforts for large brands like Nike, WebMD, Microsoft § Specializes in marketing automation and strategy FEATURED SPEAKER
- 8. LET’S JUMP IN! TODAY’S AGENDA: 1. Establish your stage-level objectives 2. Define the email programs that support these objectives 3. Establish (or revisit) your customer personas 4. Define the important segments we’ll customize and personalize for 5. Create the program plan, build, and measure!
- 9. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. ESTABLISH STAGE LEVEL OBJECTIVES STEP 1
- 10. ESTABLISH STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS Cultivate brand recognition & generate new leads We do (things). Check us out! New Leads/ Opt-Ins CONSIDERATION Drive engagement with leads and contacts We are a resource for (audience). We know and specialize in this space. Learn more! Lead engagement (MQLs) CONVERSION Support opportunity conversion with value prop/ product-related content We (value prop). Purchase with us! Sales accepted leads (SALs) & meetings booked/ opportunities LOYALTY Drive additional purchases and referrals from clients Wasn’t it great to work with us? Purchase with us again. Refer us to others. Upsell opportunities & client referrals STEP 1
- 11. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE THE EMAIL PROGRAMS THAT SUPPORT THESE OBJECTIVES STEP 2
- 12. DEFINE YOUR EMAIL PROGRAMS Objectives Message Themes KPIs Programs (Ex.) AWARENESS Cultivate brand recognition & generate new leads We do (things). Check us out! New Leads/ Opt-Ins • Gated-resource emails CONSIDERATION Drive engagement with leads and contacts We are a resource for (audience). We know and specialize in this space. Learn more! Lead engagement (MQLs) • Monthly newsletter • Events/ webinar promotions • Resource drips • Re-engagement CONVERSION Support opportunity conversion with value prop/ product-related content We (value prop). Purchase with us! Sales accepted leads (SALs) & meetings booked/ opportunities • “From-Sales” program • Product/ demo-promotions • Reactive triggers LOYALTY Drive additional purchases and referrals from clients Wasn’t it great to work with us? Purchase with us again. Refer us to others. Upsell opportunities & client referrals • Referral/ testimonial requests • Transactional emails • From-Sales upsells STEP 2
- 13. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. ESTABLISH YOUR AUDIENCE PERSONAS STEP 3
- 14. Role Description What keeps them up at night? General Message C-Suite Janet Specific description of this role. Background, demographics, specific interests. What are the major stresses in their job that your product/ service can solve? How will you position your product/ information specifically for this role? Director (DM) Stephanie Contributor Brittini Influencer Michael STEP 3 ESTABLISH AUDIENCE PERSONAS
- 15. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE THE IMPORTANT SEGMENTS YOU’LL CUSTOMIZE AND PERSONALIZE FOR STEP 4
- 16. STEP 4 DEFINE YOUR SEGMENTS What are the major characteristics of your customers that should be reflected in your messaging? • Lead Status • Title/ Persona Additional (examples): • Location • Industry • Expressed Interest • Lead Source • Activity Level
- 17. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. QUICK RECAP
- 18. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. CREATE THE PROGRAM PLAN, BUILD, AND MEASURE! STEP 5
- 19. CREATE THE PROGRAM PLAN Program Objective Cadence Segmentation Groups Gated-resource emails New Leads Only Form-fill (opt in) 1x/ Lead Monthly lead push • Persona/ Title • State • Industry Monthly newsletter Full Database Engagement (click, download, etc.) Monthly • Industry Product/ demo-promotions Qualified + Engaged Leads Only Demo request Monthly • Persona/ Title • State • Industry • Expressed Interest Testimonial requests Current Customers Only Testimonial submission (form fill) 2x/ year • Current product STEP 5
- 20. CREATE THE PROGRAM PLAN Program Objective Cadence Segmentation Groups Gated-resource emails New Leads Only Form-fill (opt in) 1x/ Lead Monthly lead push • Persona/ Title • State • Industry Monthly newsletter Full Database Engagement (click, download, etc.) Monthly • Industry Product/ demo-promotions Qualified + Engaged Leads Only Demo request Monthly • Persona/ Title • State • Industry • Expressed Interest Testimonial requests Current Customers Only Testimonial submission (form fill) 2x/ year • Current product STEP 5 PROGRAM BRIEF PRODUCT DEMO PROMO PROGRAM INFORMATION Objective: Demo Requests Key Performance Indicators (KPIs): • Open Rate • Click to Open Rate • Landing Page Conversions Audience: Qualified + Engaged Leads Cadence: Monthly Segmentation Groups: • Persona/ Title • State • Industry • Expressed Interest General Messaging: Lorem ipsum dolor sit amet, consectetur adipiscing elit. In id mattis orci. Aenean mauris mauris, ultricies sit amet maximus at, hendrerit eget risus. Curabitur sollicitudin pretium nunc, ut condimentum est. Primary call-to-action (CTA): Request Demo (link to landing page) COPY EXAMPLE
- 21. 10 WE THANK YOU We appreciate you taking the time to watch this today!
- 22. • sales@pinpointe.com • http://email- marketing.pinpointe.com/schedule- your-demo • (800) 557-6584 or US: (408) 834-7577, Option #2 SEE US IN ACTION PINPOINTE DEMO FREE TRIAL 1 MONTH OF PINPOINTE EMAIL MARKETING • Monthly subscription 5k/mo – 100k/mo • $49-$550 value • https://www.pinpointe.com/get-started • Use coupon code PPTWEBNR in your shopping cart NEXT STEPS
- 23. www.linkedin.com/company/pinpointe FOLLOW PINPOINTE Get MARKETING TIPS & INFO @pinpointe www.facebook.com/Pinpointe sales@pinpointe.com (800) 557-6584 or US: (408) 834-7577, Option #2 www.pinpointe.com | www.pinpointe.com/blog GET IN TOUCH