Posted by on Jun 17, 2019 in Integrated Marketing, Marketing Tips | 0 comments

How Can You Optimize Webinar Results?

Once your company has achieved brand awareness (and even while you’re still working on it!), lead generation is the most important activity for any marketing department.

What is one of the most valuable tools for B2B lead gen? Inside Sales.com’s Optimal Lead Generation Methods report states that “75% of respondents (B2B sales and marketing representatives) say a webinar is the best way to generate high-quality leads.”

 But to generate those high quality leads, you’ve got to design an effective webinar and follow-up marketing campaign.

Designing an Effective Webinar

For science-based businesses, a third-party webinar is a smart choice. When you hold your webinar via third party trade publications, it is viewed less as a direct marketing campaign and more as higher-value educational information.

You need to choose a topic your audience is interested in. Then choose speakers for the webinar who are not associated with your company, as that drives higher interest in the webinar for your target audience.

You should know that third-party webinars can be pricey. You’ll be paying quite a bit of money for their email list in addition to the hosting and all the marketing they will do to their audience. But sometimes their list isn’t complete, and you’ll want to supplement it with additional lists – including your own – to make the most of your investment.

Once you’ve held the webinar, I often say to clients, “Now what? What are we going to get out of the webinar?”

Yes, you’ve got a webinar. You’ve got this great piece of collateral that’s going to live on and be accessible for a year. You can market it, you can do eblasts reminding people to log on to the archived version of the webinar.

But what’s the next step in generating leads from a webinar?

Creating ROI from Your Webinar

Sometimes companies who hold webinars think that once they’ve created, promoted and produced the webinar the job is done. It’s not.

If this is what happens in your organization, you’re walking away from leads. Obviously, you don’t want to do that. You need to keep marketing.

How?

When a webinar is scheduled, many people will sign up. But only half – 40% to 50% – of that audience usually attends. This is when you segment the audience who was interested in the material. You’ll divide the list into “Those Who Attended” and “Those Who Did Not Attend.”

For those people who attended the webinar, you’ll create an email drip campaign starting with a “Thank you for attending” message along with a next step call to action. Your next email could include an Executive Summary of the webinar or the PowerPoint slides in a PDF format. The emails following that could include white papers, case studies or articles relating to the webinar topic.

But for those interested parties who didn’t attend, many times they are completely left behind by marketing and sales departments. You can’t assume they didn’t attend because they weren’t interested. Anything could have happened – life, emergencies, important meetings, etc. This situation calls for a different email drip campaign.

For these folks, you’ll want to create a starting email with a “Sorry we missed you on the webinar!” message. You can also include an executive summary with a call to action link to the archive for the webinar. Your next email in the drip campaign might be the PDF of the PowerPoint slides from the webinar along with a link to the the archived webinar – providing a way for them to attend at a more convenient time.

As this audience gradually attends the webinar, you’ll receive monthly reports from your webinar vendor identifying them.

What Happened With This Clinical Company’s Webinar?

One of Brandwidth’s clients in the clinical space did a webinar on PCT testing and Sepsis.

The first step? Identify the audience. In a hospital, sepsis falls under the antibiotic stewardship team. That team consists of three audiences: the laboratory director, the infectious disease director and the pharmacist. In every hospital, that’s the team for an antibiotic stewardship program.

The webinar was being run through College of American Pathologists. Now, CAP is an outstanding place to have a third-party webinar, but their list is specific to laboratories. They don’t have infectious disease doctors in their database, and they don’t have clinical pharmacists on their list either.

The next step? We rented two lists to fill out the audience – a clinical pharmacist list and an infectious disease doctor list. We gave the infectious doctor list to CAP so when they sent out the invite to the PCT & Sepsis webinar, both the labs and the infectious doctors received it.

The clinical pharmacist list rental required a different process. They needed an HTML version of the invite to send to their list. So we provided the messaging for the invite in HTML for them.

The set-up? We structured the webinar to ensure that our client spoke very little. While they sponsored the webinar, they chose a clinical pharmacist and an infectious disease doctor to speak about sepsis, why PCT testing is so important and how it affects diagnosing sepsis. In addition, we structured the presentation slides for both leading experts.

On the day of the webinar the company had 1,100 registrants for the webinar. It was a one-hour webinar, and more than 600 people attended. But what’s fascinating is this: that one-hour webinar lasted an hour and a half due to the questions the audience asked.

Post webinar marketing steps?

Now we had the list of registrants, and they included the clinical pharmacists, infectious disease doctors, and labs.

What we did first was create an email blast to those who attended from the registrant list. To those who attended the message was, “Thank you for coming.” For those who did not attend we crafted an email message of, “Sorry we missed you.”

And because we had rented the infectious disease doctors list for a three-month period, we were able to see which doctors did not register for the webinar. For those individuals we created a special email message around, “Sorry we missed you at the webinar. Here’s a link to the webinar archive.”

The ongoing email marketing campaign looked like this:

  1. The first email provided the webinar’s executive summary and PowerPoint slides.
  2. The second email provided an FAQ. This FAQ was created from the Q&A from the webinar.
  3. The third email provided attendees a white paper on PCT testing and sepsis.

By structuring the ongoing communications, we kept the audience engaged. It was obviously a very germane topic, because 1,100 people registered and even more importantly – 600 attendees stayed on the phone for an hour and a half. Not one attendee left the webinar before the end.

A Successful Webinar Delivers ROI

A successful webinar includes the right topic and the right audience. You need to make sure you’re reaching all of the audiences that pertain to the topic. If you’re producing the webinar through a third-party organization, they may not have the list for your entire audience – so go and rent more lists. Be sure that you have a plan for a proper follow-on marketing campaign.

Remember that in science-based businesses, sales numbers are not always immediately reflected. You won’t be in the position to have a “Buy It Now” button, so ROI can occur 18 months or more after an event such as a webinar. It’s important for your marketing and sales teams to track whether their conversions have attended and engaged with the webinar, or any follow-on marketing efforts.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

 

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Posted by on Jul 8, 2020 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

How to Create Marketing Campaigns Using Your Buyer Personas

How to Create Marketing Campaigns Using Your Buyer Personas from Brandwidth Solutions

by Deb Harrsch

Last month, we looked at how to refresh (or create) your post-COVID-19 buyer personas. This month, we’ll look at how to use them to create marketing campaigns that make sense in our new sales environment.

Mapping the Customer Journey

The whole point of a buyer persona is to create targeted social media and marketing campaigns with the content your prospects want. Having built your customer personas based on actual conversations your sales team has held with buyers, you can confidently drive your prospective customer through the customer journey.

Keeping it simple, there are three objectives in the buyer’s journey: awareness, convert, and close. There are a lot of other steps in there, but these are the main stops on the journey.

  1. First, you want to attract prospects and create awareness.
  2. Next, you want to convert them, to make them consider your product or service.
  3. The final goal is to close the sale.

But, the question is, how do you get them to go from awareness to consideration to purchase?

It’s a really important journey. And you don’t want to lose them along the way.

The personas you build dictate everything. They dictate how your website functions and navigates. They dictate the kind of collateral you need and how you’re going to take a buyer from awareness to purchase. How you get them from point A to point B to point C is what persona marketing is all about.

Sales teams understand the journey. This is one reason why marketing needs to work closely with sales. A brochure is not a journey. That’s a factoid. There’s nothing of value in that brochure that’s going to get somebody from awareness to consideration to a purchase. You need more support than that.

The journey needs to make prospective buyers think: “This the best service or product for me.” Your job is to build content and collateral around that journey.

Different Buying Needs

In each company there can be multiple buyers, right? So when you’re looking at your marketing material you have to look at it from each of those personas, because their buying needs and decision-making processes are different.

Our clients typically have several levels of buying personas. For instance, a software client has personas for:

  • The user – the person that will use the software in the lab.
  • Their boss – who will make the buying decision.
  • The IT person who must implement it.

When we’re creating content, whether it’s for the website or marketing collateral, we have to consider those individual personas. Other life science clients can have four or more buyer personas for products or services. In every situation, we need to build content that addresses their individual needs because each of them will be very different.

Think about it – maybe the conversation starts with an influencer, then it moves to the gatekeeper, and then it goes to a decision-maker. In the above case of software, the IT guy may say, “We only want SaaS, we don’t want anything on a server.” The buying person may ask, “How am I spending this money and is it going to deliver ROI for me?” Both of those people are going to need content and value propositions that address their specific needs.

Designing Persona-Based Marketing Campaigns

Using customer personas not only allows you to choose and create material that addresses the pain points and values that your buyers need, it also identifies the marketing tools you’ll use to reach each of those personas. These personas will drive whether you use social media, case studies, email marketing, website FAQs, webinars, or print collateral.

When we build marketing campaigns, we start by creating a working spreadsheet based on our campaign goal and the selected target personas. The spreadsheet clearly states the name of the campaign and what personas we’re going to use in that campaign. We lay out our strategy and we list our goals.

We survey the marketing assets and content we already have available to ascertain whether it fills a need in the customer journey towards our goal. Because what we use for one persona will be different than what we use for another persona, we assign available content to the appropriate personas and where it fits in the lead nurturing campaign.

We then assess what materials we still need to influence the personas’ movement through the stages of the journey. We ask, “What are the materials that we need to build to get them through those three major stages?” And then we build them.

With this working spreadsheet, it’s easy to see what content matches which persona.

A campaign is not just an ad. It’s a combination of all of the collateral, the outbound and inbound marketing tactics, and all of the engagement.

The next step is to build your campaign week-by-week in your spreadsheet. I suggest taking it persona-by-persona and working through each one – assigning the journey stage, each activity and content type, and message to keep them engaged and coming back for more inspiration as they’re working through their buying decision.

Success and Scorecards

No marketing should ever take place unless you’re measuring your results. Guess what? You’re going to give your campaign a score. Look back at and review your goals. Ask what was our goal for lead generation? What were our actual lead generation results? What percentage did we close?

After the Close

And don’t forget after you’ve got them to buy, you need to keep them engaged. Why?

First, your engaged, vocal, and loyal customers are one of the best sales assets you have. Second, you want to keep them engaged because you may have new products or services and new updates for the products they’ve already purchased. You need to retain your customer and keep them viewing you as their problem-solver.

Have questions on how to develop a persona-based marketing campaign? Reach out and let’s talk.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Mar 26, 2020 in Integrated Marketing, Marketing Tips, Tradeshows, Uncategorized | 0 comments

Marketing in Uncertain Times: Should You Do It?

For Ideas from Brandwidth Solutions on marketing during coronavirus or a crisis, read on.

by Deb Harrsch

The coronavirus COVID-19 has thrown all of us off course seemingly overnight. Every marketing department has been stuck in crisis mode for almost a month now (depending on your industry and global location). We’ve had trade shows cancelled or postponed until Q3. We’ve had marketing campaigns planned and ready to execute which no longer make sense. Fear, confusion, and paralysis about what to do next is the order of the day in our remote offices.

That was okay – initially. We all need to adjust to new realities.

Now, however, it’s time to ask: “How am I going to make up for the leads I’m not going to get at the trade show?”

A lot of audiences, especially in the pharma and the healthcare world, don’t want you in their offices. Many have sent their employees home. In healthcare settings, they don’t want you coming into their offices for sales calls. In the B2B space, we miss out when we don’t have the face-to-face meeting.

Right now, the marketing field is level. Your competitors are dealing with the exact same situation. They are also not able to walk into hospitals or pharma companies for sales calls either. You’re all in the same boat. It’s not like your competitor can get a leg up on you because they’re not travelling either.

Don’t be afraid.

Over the past few weeks, I’ve seen the following quote from JFK a lot – on social media, in articles and newsletters:

“When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”

It’s a great quote and perfect for the times in which we find ourselves now. This is when you need to move from the scary part of the crisis to the opportunity side of the crisis. Your marketing department needs to reframe this crisis as an opportunity.

Marketing During a Crisis: Shifting Mindsets

We need to shift our mindset from panic to opportunity. Doing something differently always feels dangerous somehow – even if it’s not.

The first step is to take a deep breath, step back, and survey your marketing landscape. You need to assess what you had scheduled in your marketing plan. I know you already started implementing it in January – before you knew about this crisis – and before you knew all your trade shows were going to be cancelled.

But, guess what? Your competitors are also stepping back and figuring out a way around the hand we’ve been dealt. Your job is to do it sooner and spend less time in crisis mode.

You aren’t alone, though. You can work with your agency to figure it all out. It’s time to prioritize what you’ve got to deal with immediately and what still works from your plan. Then you need to make a new plan for the rest of the year. That’s when you can go to your boss with a solid plan.

Part of that “taking a step back and taking a breath” is shifting your marketing mindset from crisis reaction to opportunity. This is where you can show-off your marketing skills and try new tools and tactics. Doing something new is fun and exciting – and can potentially pay big dividends.

What to do first? Asset Audits and Internal Relationships

First up is an asset audit. What marketing tools do you have? What content assets do you have? Part of that asset audit needs to be conversations with your new best friends – your sales team. Who better to tell you what your prospects need than the folks who talk to them all the time?

Now that those trade shows and onsite meetings are cancelled for the next few months, your sales team has some idle time on their hands. Yes, they’ll be making phone calls instead, but they will have time to talk to you.

So talk with your sales team. They may be able to tell you what you’re missing in your marketing toolbox, what literature they need, what case studies they need, what white papers they’re looking for, and what application notes they need. They can tell you all of that.

The other key activity your sales team has time for now is the CRM (customer relationship management) system.

Yup, it’s time to update the big scary CRM! But, you need to frame the need properly with sales. Don’t just say, “Oh, you haven’t updated the CRM in the last few months.”

You’ve got to explain why. Say: “Because we are now in a position where we can’t meet our customers at trade shows, we need our CRM to be complete. We need to know what people are interested in and the last time you talked to them. Please use this time so we can leverage it from a marketing perspective to help you.” Let them know that their efforts in updating the CRM can help you build lead generation and nurturing campaigns to both your customers and your prospects.

This is a golden opportunity to forge new relationships and solid partnerships between sales and marketing departments (for more on why they should be best friends, check out this post).

Questions to Develop a New Marketing Plan

Since the marketing plan you developed and budgeted for last year isn’t 100% viable any longer, you need to ask yourself some questions. The key question is: “How am I going to help my sales team – who can’t get on a plane – reach their audience?”

The next question is: “What tools do I have that I can use to make up those leads?” This is a time that gives you an opportunity to assess new tools to add to your marketing toolbox.

You also need to look at whether you can find your sales team tools to help them communicate, such as conferencing methods or virtual meetings. We have clients who hold user group meetings. If they can’t switch the date, and it can’t be held live – we need to look at switching over to a virtual model and stream it.

As you figure out how you’re going to make up those leads and what tools you’re going to use, you’re likely going to find that you’ll need more collateral. You’re going to need more assets to share and you’re going to need more conversation.

Now, how are you going to fund tool and collateral development? That might, for once, actually be the easiest part.

Repurposing Your Marketing Budget

Are you asking how you’re going to fund the changes in your marketing tactics? Well, there’s one spot where you’ve got quite a lot of marketing dollars that aren’t going to be used – trade shows, travel, and the related activities.

If your trade shows have been cancelled, there are a couple of areas where you can find budget. For instance, if you hadn’t finished paying for the trade show, there’s some money there. Then there is the travel, the promotion, the ads and you had email marketing scheduled, PR – all of that is now “found budget” you can repurpose to fund your new marketing tactics.

So repurpose those funds, use those blasts for a different campaign, and have dialogues with publications on how you can reach their audiences.

What Can You Do Differently?

If you’re not used to being able to think outside the box, here are a few tactics you can use.

  • B2B Social Media: You’re going to have to rely on social media to keep conversations going, but you’re going to need assets to do it. So all of those collateral pieces your sales team told you about in your asset audit? The case studies, white papers, application notes, and literature – you’ll need to start creating all of that in order to use it for social media, email, and advertising.
  • Digital and Print Advertising with Downloads: It’s not advertising as usual anymore. Whenever you run an ad, whether it’s print or digital, make sure you’ve got an engaging landing page – and make sure the prospect can download something valuable to their buying journey.
  • Comprehensive Email Marketing: Start building your own list. Don’t just rely on list rentals. Then build email campaigns using your new assets. After webinars (see below), follow-up with lead nurturing campaigns. And when trade shows come back (and they will), use your email list to promote, follow-up, and nurture.
  • Webinars: Use webinars more. Or start using webinars. It’s basically a trade show in a box!

But, when you’re doing a webinar, make sure it’s not a hard sales pitch with only your company doing the talking. We’ve found the most successful way of running a webinar is for the host company to speak for a very short time, with one of their customers doing the bulk of the presentation. You will always have more interest and registrations if your webinar shows people what your company can do from a customer’s point of view.

And Finally, a Note of Encouragement

We can’t forget that we are in a global crisis and we need to be sensitive to what our customers and prospects are dealing with, but this is a perfect opportunity to develop your sales and marketing organizations. At the end of this – as hard as this is – you are going to have a stronger marketing department.

And remember, during the Great Depression, the companies that marketed through it were stronger on the other end. Now, we’re not in a depression (at least not yet), but globally – just like the Great Depression – we are all in it together.

Don’t back away. Don’t be frightened of it, and don’t let anybody keep you stuck in crisis mode. There are some things you’re going to have to do that are pretty critical now, but take a breath and make a plan.

Don’t let the coronavirus quarantine your marketing efforts. Whether you need help assessing how the coronavirus could impact your upcoming marketing campaigns or guidance on what opportunities your marketing department can take advantage of, let’s connect and talk about how we can help.

Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Feb 14, 2020 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

New Email Marketing Program – Part 2

Brandwidth Solutions Email Marketing Tips

by Scott Fuhr

As we covered in last month’s post, you can use email marketing to promote an upcoming trade show appearance, to produce multi-touch campaigns, or to help with webinar marketing. This month, we’ll take a look at some real-world examples of the areas that we covered.

Try Testing Your Email Subject Lines with an A/B Test

As a reminder, A/B testing is the art of testing a portion of an email before deploying the entire send. The goal is to improve the open rate – and hence your overall engagement from your audience.

Wondering what a real-life example of a test looks like?

Here’s a real-word example of an A/B test we did for a client to help them promote an event (insert your own event’s name):

  • Subject line A: How to Get the Most from [Your Event]
  • Subject line B: Insider Tips – How to Get the Most from [Your Event]

In this case, 25% of the audience got subject line A and another 25% got subject line B for the test portion.

The winner?

Subject line B, with a 35% higher open rate over subject line A in the test. We then sent the remaining 50% of the audience emails using subject line B.

This likely resulted in at least ten more opens overall that would not have occurred without the test. In the email marketing world, that can be significant.

Experiment with a few of your own and see if you can move the needle on your results. Some additional A/B testing ideas can be found here.

Provide Value with Multi-touch Campaigns

One of our clients recently held their annual customer event. Instead of sending out one email promoting the event and hoping that people would come, we built an entire multi-touch email campaign was built that included reach-outs before the event, sends that occurred during the event, and post-event touches that included a save-the-date notice for the next event.

What does a multi-touch email campaign look like?

Below is a sampling of the schedule and one that you could consider building around all types of events:

  • Email 1: Early Bird Registration
  • Email 2: Call for Abstracts
  • Email 3: Early Bird Registration Reminder (A/B Test)
  • Email 4: Letter from the CEO About Importance of the Event
  • Email 5: Presentation Highlights and Promo Rate Ends Reminder
  • Email 6: Hotel Block Deadline and Introduce Event Mobile App
  • Email 7: Highlight Social Event (to Registrants Only)
  • Email 8: Last Chance to Register
  • Email 9: Day 1 Highlights – Sent During Event to Attendees Only
  • Email 10: Downloadable Content Offered After Keynote – Sent During Event to Attendees Only
  • Email 11: Day 2 Highlights – Sent During Event to Attendees Only
  • Event 12: Thanks for Attending (to Attendees Only)
  • Email 13: Save the Date for Next Year’s Event

Email #10 was sent to all attendees immediately following the CEO’s opening keynote address and offered a related topical white paper download. This email achieved a 48.4% open rate and 21.4% click-through rate. As we mentioned last month, an event-related email typically achieves an open rate of 21-30% and a click-through rate of 3-11%.

Tip: Consider offering an exclusive piece of content that event attendees get in advance of your other audiences. Attendees will feel like they’re getting extra value from the event and you can evaluate what kind of email open rates you get for this type of “live” content distribution.

Email Templates Can Improve Results

How many times have you received an email on your mobile device and when you try to read it you have to move the screen around to read the whole message? What has likely happened is that the email wasn’t optimized for mobile devices, and this is where templates can help.

Many email systems come with pre-selected templates you can choose from, and I recommend trying one of those to start with to get better mobile results.

Here’s an example of one of our favorite templates:

Example Email from Brandwidth Solutions

While some templates may not be to your liking exactly, there are often simple options available to remove and add sections (like header banner images, photos, logos, and text areas). The template above was used to promote our own blog posts to our audience, and 25% of the opens on this particular blog promotion in December 2019 were opened on a mobile device.

Tip: If you’re not sending mobile-friendly emails, you’re disappointing a good portion of your audience – which may lead them to unsubscribe or delete it before being read. It has been suggested that as many as 15% of users will unsubscribe when a mobile email displays poorly.

Most email marketing systems also have an option to choose a mobile preview, showing you what the email would look like to recipients opening it on a mobile phone or other device. See if that feature can help you adjust your headline spacing and other features so it is mobile-friendly. Not all devices will show your email exactly as you wish, however you can maximize readability using this feature.

There are some additional mobile display tips available here.

Improving your email program – even just your open rates – doesn’t mean you need to move boulders. We can help you get more ROI out of email. To start a conversation, call us today.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Jan 17, 2020 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

New Year, New Email Marketing Program

Brandwidth Solutions Offers Email Marketing Tips

by Scott Fuhr

Happy 2020! The New Year is a new opportunity to consider what’s working well in your marketing and what can be improved for the coming year. For email marketing, that can mean tweaking the foundations of your program.

Respondents to a recent study from Marketo indicated that the most effective type of marketing technology (martech) was “marketing automation/email/CRM.” Furthermore, they also marked “increasing marketing ROI” as the number-one challenge to the success of a martech strategy.

As we covered previously, you can use email marketing to promote trade show appearances via pre-show marketing and post-show marketing. These efforts can include email sends to a show list beforehand, and multi-touch campaigns, drip campaigns, or lead nurturing campaigns to the trade show attendee list after the event. You can even use email for webinar marketing.

Email isn’t going anywhere soon.

There are many different ways to customize your email marketing campaigns so they can perform beyond your expectations, including:

  • A/B testing
  • Multi-touch campaigns
  • Template approaches

And, while having a fancy marketing automation platform is helpful, you can also perform many of these approaches in simple programs (like Constant Contact). The point is to get started somewhere.

Testing Email Subject Lines

Let’s look at A/B testing. This is the art of testing a portion of an email send before deploying the entire send, with the goal of improving the open rate. While testing can be based on different portions of the email – like the subject line or the send-from address – the most common I see is based on the open rate of two different subject lines.

Instead of sending your email out to your entire list, you can make two different subject lines to test (A and B). You send subject line A to one-fourth of your list and send subject line B to another one-fourth of your list. After you send that test, you determine which subject line had the higher open rate. Then, you send the winning subject line to the remaining one-half of your list. The idea, of course, is that the remaining emails will naturally have a higher open rate than they would have without doing the test.

Multi-touch Email Campaigns

One of our clients recently held their annual customer event. Instead of sending out one email promoting the event and hoping that people would come, an entire multi-touch campaign was built around the event that included at least eight sends prior to the event, sends that occurred while the event was live, and post-event sends that included a link to a satisfaction survey. A post-event email we did for this event to attendees that provided the satisfaction survey link garnered a 41% open rate and 15% click-through rate. According to Emma and Eventbrite, an event-related email typically achieves an open rate of 21-30% and a click-through rate of 3-11%.

Tip: Make several of the pre-event emails more personal by highlighting some of the individual speakers and what they’ll be covering that’s unique to the event. This approach puts faces to the speakers’ names, and potential attendees can see the value of the content before the event even starts.

A comprehensive email marketing program like this takes potential attendees on a journey that highlights what makes your event different, conveys the benefits of attending, and invites attendees to keep in touch after the event ends. The result: relationship-building that leads to sales. You’ve now started building a foundation for a relationship or are continuing to nurture one through these regular communications.

Enhance Email Campaigns with Marketing Automation

Multi-touch campaigns can be enhanced by marketing automation technology. Platforms that provide this approach allow you to take email marketing one step further by automating some of the tasks of relationship-building.

For instance, typically we set-up email programs that automatically provide a white paper or other thought-leadership deliverable when a recipient opens the email and completes a form. A list of the leads can be provided showing who downloaded the deliverable and these can be passed along to the sales team for follow-up. Someone who actively downloads your content is more likely to have a conversation with your team. According to Demand Metric, 60% of people are inspired to seek out a product after reading content about it.

Programs can also be built to provide an automated cadence of emails over time. Think a segment of prospects needs to be introduced to your organization and, as such, they are put on a program that delivers them information about your products and services over a period of several months to warm them up. You’re staying top-of-mind. And, for those with marketing automation platforms, all the results from these emails can be delivered straight to your CRM and the platform can even score your prospects according to their interactions with you.

Get Better Results with an Email Template

How many times have you received an email on your mobile device and when you try to read it you have to move the screen around to read the whole message? What has likely happened here is that the email wasn’t optimized for mobile devices.

Using a template approach can easily solve this issue. Many email systems come with pre-selected templates you can choose from, and I recommend trying one of those to start with to get better mobile results.

Exclusive Tip: We’ve found that an average of 23% of our emails were opened on a mobile device over the last six months. If you’re not sending mobile-friendly emails, you’re disappointing a good portion of your audience – which may lead them to unsubscribe or delete it before being read. It has been suggested that as many as 15% of users will unsubscribe when a mobile email displays poorly.

While some templates may not be to your liking exactly, there are often simple options available to remove and add sections (like header banner images, photos, logos, and text areas).

If you have graphic designers on staff – and we do – enlist their help to create some of these images for your templated email sends. This will help create an overall cohesive look and feel for your brand and get recipients of your emails used to identifying your messages with your organization.

Coming Up…

In our next post in February, we’ll look at some real-world examples from the areas above. Email marketing can be nebulous and is an ongoing work-in-progress as technology evolves. The good news is that we can help you get started with your program or can enhance your current program.

Start increasing your open rates and ROI from email – get going by calling us today.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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