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1、,Email Marketing 101 Karl Dias, Director of Sales, NetProspex, Inc. Patrick Wilcox, Enterprise Sales Manager, NetProspex, Inc. Mark Feldman, Director of Product Management, NetProspex, Inc.,Agenda,The laws that apply, as well as some very common misconceptions about B2B email marketing Thedos anddon
2、ts ofB2B marketing via email Email creation and delivery. What works and what doesnt? Statistics and expectations. What can you realistically expect from email?,A Little Bit About B2B E-mail Marketing,Over $250 billion B2B spend driven / influenced by email in 2008 in the US -(Forrester) 80% of mark
3、eters say email is the strongest performing media buy with a higher ROI then search (Datran) 50% of marketers are now emailing prospects, not just customers. (Direct Magazine) 78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing
4、 Sherpa) According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers Of the firms polled: 72% send e-mail to customers 10% increase over 2007 50% to prospects 9% increase over 2007 55% of those who use email for marketing plan to increase thei
5、r budgets for it next year. Source: Center for Media Research, June 4. 2008,http:/www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm,“You cannot send an email solicitation without and individual opting in to your E-mail list. The CAN-SPAM act says so!”,Wrong Myth Lie,Spam Spam Spam,CAN-SPAM Facts for
6、 Business The CAN-SPAM Act: Requirements for Commercial Emailers,The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertis
7、ed in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.,CAN-SPAM Provisions,1. It bans false or misleading header information 2. It prohibits deceptive subject lines 3. It requires that your email give recipients an opt-out method 4. It requires that
8、commercial email be identified as an advertisement and include the senders valid physical postal address See the FTC Web site at www.ftc.gov/spam Or call toll-free, 1-877-FTC-HELP 1-877-382-4357),The 3 Things You Will Need,1. A message 2. A list 3. An email delivery service,First the message and the
9、dos anddonts ofB2B marketing via email,The Donts: *EXCE$!VE *PUNCTUATION! Or CAPITALIZATION Stay away from SPAM Filter Catch Words: Free, Viagra, Guarantee, Credit Card, Sex Dont use long URLs in your emails Use Hyperlinks Dont use cluttered layouts, keep it clean and simple! Dont just send one big
10、image Excessive use of click here“, especially in all capital letters Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo,And Now,The 10 Must Dos: 1. Create a compelling or interesting subject line 2. Test, test, test and test again 3. Think above the fold 4. Have a s
11、pecific call to action 5. Personalize where possible 6. From: S or 7. Stay consistent with branding or style 8. Keep it simple 9. Track your results 10. Start with a good list and Keep it clean,Email creation and delivery. What works and what doesnt?,Decide what format your email will be. Rich or pl
12、ain text,Ryan I am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detai
13、led records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you the tool, and set you up with a guest account for you and your staff at ABC Co. to evaluate. Ryan what is your schedule like this week, w
14、e only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 ,Rich/HTML The Good & the Bad,*Rich interesting colorful text and pictures *Easy to understand clear messaging *Clearly a broad based advertisement *Not personalized *Not targeted,Plain Text the Good & the Ba
15、d,firstname, I am with a company called Netprospex, and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detail
16、ed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you and your staff at company the tool, and set you up with a guest account for you to evaluate. firstname what is your schedule like this wee
17、k, we only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 ,*Highly personalized *Targeted *Plain *Needs to be short and sweet,Now the List,Target your audience Get as targeted and accurate a list you can find Rent vs. Buy,Delivery,Constant C Vertical R Gold L Ne
18、w Media G ,Tracking,See who opens, clicks, or responds in real time Get test results instantly so you know which emails are working best Assess prospect interest based on web site visit Share best practice templates and send on behalf of others Leverage that info & strike while the iron is hot,Resul
19、ts: What happened after you pressed send?,An introduction toB2B email marketing. If you have ever wanted to try your hand at email marketing to help increase your sales and grow your business, but have felt unschooled or afraid, thiswebinar is for you. Mark your calendar for Tuesday August12th from
20、1:00pm-1:30 EST asNetProspex Director of Sales and email marketing pro, Karl Dias leads a free interactive webinar, E-mail Marketing 101 This 25 minute web event will cover: - Thedos anddonts ofB2B marketing via email - The laws that apply, as well as some very common misconceptions about B2B email
21、marketing - Email creation and delivery. What works and what doesnt? -Stats and expectations. What can you realistically expect from email? We will wrap up with a Q&A session. Attendees will receive a complimentary weeks guest account toNetProspex that will include 100 daily record views and 200down
22、loadable records. If you no longer wish to receive e-mail from Netprospex, please reply to Remove 2006, NetProspex, Inc. 42 Weston St.Waltham MA 02453 ALL RIGHTS RESERVED,Heres what happened,Sent 179,883 Delivered 113,941 Views 12,266 for 6.82%5% is a good average Hard Bounce backs 2,638 for 1.47% P
23、reference: Plain Text 7 Skipped: Domain Unsubscribe 4 Skipped unsubscribe/ past hard bounces 61,659 Soft Bounce Backs 4,833 for 2.69% Unique Clicks 1,001 for .97%.50% is average Unsubscribe 481 for 0.27%,NetProspex,NetProspex Customers,NetProspex Contains,Over 2.6 million contacts Coverage into mid-
24、management decision makers Unique coverage not available elsewhere More than 400,000 companies across U.S. & Canada 75% of contacts have email 99% have phone numbers 15% direct dial phones/extensions,What Sets NetProspex Apart?,Accuracy of data Email In-depth coverage mid-management decision makers
25、414,000 C-Level executives 371,000 VP level 316,000 Directors 158,000 Managers Highly transparent presentation of data Updated quarterly 78% accuracy - backed up by a 100% guarantee,All Searchable by Job Title or Job Function,Search by specific job title, job function or management level,All Searchable by Geography,Search by city, state, area code, and zip code,Also Search by,Company website URL:,Company name:,List of URLs:,Thank You!,