Customer-Focused Nurture

Campaigns
Webinar Objectives & Agenda

Objectives: Agenda:
 Understand how to create  5-Step process to running a great
customer-focused campaigns campaign.
rather than product-focused  What is a good campaign?
campaigns.  Customer focus.
 Learn best practices and  Improving conversion rates.
campaign types that will improve
your conversion rate.  Before and after.
 "Before" and "After” campaign
demonstrating the difference.

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5 Steps to Great Email Marketing

 Step 1: Motivation
 Step 2: Relevance
 Step 3: Layout
 Step 4: Compliance
 Step 5: Test

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Email Design Optimization Checklist

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The 3-Second Rule

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Consumers Find Email Marketing a Burden

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You Have Mail

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Step 1: Understand Motivation

 Value Proposition: Is it meaningful?

 From Line: Who is it from?
 Subject Line: Does it communicate value in first 35 characters?
 Preview: How does it look?

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Value Proposition: What’s In It for Me?

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From, Subject Line & Preheader

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The From Line

• Recognizable
• Reflects current relationship

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From Line Strategies

 Build brand recognition, using your company name where possible.

— Avoid confusing customers with multiple product line names
— Customers prefer to view your company as one company that sells many great
products, services or solutions
 Build personal relationship or personal brand.
— Maintain a consistent From line to establish recognition
 Build brand trust.
— If you deliver content that is consistently educational, interesting and customer-
focused on known pain points, your prospects will begin to look forward to emails
from your company

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Match Signature to From Line

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Text / Personalized Email

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From and Subject Line
Work Together
80% of email recipients open their inbox, read the
“from” line and then the “subject” line, and then
delete. Then, they read the remaining emails in
their inbox.
Digital Impact Study

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Subject Line Guiding Principles

1. Get to the point. Communicate value to recipient in first 35 characters.

2. Engage. Provide a sense of urgency and prompt them to open the email
immediately.

3. Be relevant. Speak to the needs and interests of your recipients as individual

people.

4. Build trust. Do not over-promise or mislead. This can destroy trust and damage
your brand.

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Create Urgency

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Create Urgency

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Subject Lines That Work

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What Do Horizontal and Vertical Preview
Panels Have in Common?

Design for the common denominator!

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Step 2: Optimize Relevance

 Personalize: Is it appropriate?
 Imagery: Does it engage or repel?
 Tone: Does it reduce anxiety?

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Personalization – Build the Relationship

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Imagery - Engage

 Images are visual clues to

engage and inform recipient.
 Not just any old image will do -
images must be relevant to value
proposition.

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Good Copywriting Tips

 Write for the customer, not for yourself.

 Get to the point. Use less than 100 words.
 Place primary call-to-action links above the fold.
 Write short sentences: easy to scan, punchier, more active.
 Use benefit-oriented subheads.
 Use bullets to capture value proposition.
 “So-What?” Use this repeatedly to help you get to the real message.
 Use a P.S. to call attention to urgency of offer.

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Step 3: Optimize Layout

 Images Off: Can you still identify the value proposition?

 Eye Path: Where does your eye go with images on?
 Call-to-Action: Is it clear and accessible?

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Red X Challenge

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 Reality – Images Off

 Be sure to also communicate

value outside of images.
 Add a text-based link to a Web
version of your design at the top
of your e-mail.
 Test your design with images
turned off before you send it.

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Effective Designs to Combat Red X

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Responsive Design

 Responsive design
scales or fits the
device from which
it is being viewed.
 This ensures the
highest quality of
your messaging and
increases success
rates.

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Optimize Eye Path

 Squint Test: Close your eyes,

open, and immediately identify
first thing you see above the fold.
Is it the value proposition?

 Start to identify where the eye

drifts positively and negatively to
optimize layout.

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Test Your Call-to-Action (CTA)

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Rendering Across Email Clients

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Step 4: Branding and Governance

 Brand Compliance: Establish brand recognition with your customers. Use the
company name in the From line and establish email templates that achieve the
following:
— Align with Corporate Guidelines
— Are consistently used across product lines
— Allow for best practice layout, CTA positioning and graphical enhancement

 Create an Email Guide for the company to drive governance.

 Customer Experience: make it easy for a customer to recognize your brand, buy
easily.
— Customers don’t want to see different banners or hero shots for every product line. They want to recognize the company
they’re hearing from, they want to clearly see a relevant message, and they want to see what they need to do to benefit
from that message.

 Privacy Policy: Does the email adhere to your company’s private policy? Make sure
to include the privacy policy in the footer and monitor that it is up to date at all
times.
 Legal Terms: Include legal disclaimers in the footer and be sure they are
continuously up to date.

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Finish Strong

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Offer Page Example

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Confirmation Page Example

*Always offer a follow up action to

embed the prospect deeper in
your website/content

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Step 5: Test

 No absolutes – testing reveals engagement with a targeted audience.

 A/B Testing is like a scientific experiment. Test one element at a time to find out
what really drives reaction.
— Subject line
— Design
— CTA
— From line
— Day and time of week

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No Substitute for Testing

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Testing Answers Vital Questions

 Is the messaging easy to understand?

 Is the call to action more compelling?
 What are barriers for prospects to convert to a lead?
 Are we asking for too much information?
 Do prospects understand the offer and find it valuable?
 Which topics resonates the best with this segment?
 Which layout drives the highest conversion?
 Which images create higher levels of engagement?

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Email Testing Examples

 Design
 Graphics
 Subject Line
 From Line
 Call to Action (CTA)
 Email Opt-In
 Message Relevance
 Tone
 Personalization
 Day of week
 Time of Day

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Email Design Optimization Checklist

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Cisco Partner
Marketing Professional

Enhance your skills through a series of marketing courses.

If you have not already done so, please complete the
curriculum and become a Cisco Partner Marketing
Professional.
 Link to http://tools.cisco.com/pecx/login?URL=PMP

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