How we get more leads for our clients
the Snap guide to BS-Free email marketing
The Snap Guide to BS-Free e-marketing
• Its all about ……
• REALLY BASIC MARKETING!
• And - as always
• It starts with
– your target customer
– and trying to feel his pain.
The Snap Guide to BS-Free e-marketing
• The journey
• The key elements needed for success
– What we did for Tutela
• Tracking and results
E-marketing – the journey
• Getting the prospect to First Base
– You only need to get the email opened!
– The ONLY thing that matters is
– The Subject Line
– This has to be perfect to maximise opens
• Non-Spammy – eg News from ….
• Or really appeal to the ‘pain factor’
• Brand Recognition helps
E-marketing – the journey
• Getting the prospect to Second Base
– You need them to
• Read the email
• Take action
– A great headline will make them read
– Compelling copy will get them to take action
• Click
• Call
– Both need to reference the ‘pain’ and offer solutions
E-marketing – the journey
• Getting the Bases loaded
– You need them to take action
– So don’t take them to home page
– Take them to a landing page that ……
• References their journey
• Offers them alternative closes
• Maybe a a sweetener
The Tutela Campaign
• Created a series of 4 emails
– Themed around arctic animals
– Testing a variety of messages
• Created a series of 4 postcards
– Themed and messaged as per emails
• Created a series of landing pages
– Referenced to email messages
The Tutela Campaign
• Monthly outbound emails through ACT!
– 3500 addresses
– Between 4-13% open rates
• Monthly postcards a week after email shot, via SendoutCards
– To email openers
• Telephone call 48 hours after mail-shot
– To email openers
The Tutela Campaign - Results
Subject
Opens
E-mail
Clicks
How would you survive an FDA
Audit?
13%
Protects
3%
Introducing Tutela - FDA Compliant
Temperature Monitoring Systems
11%
Introduce
10%
News from Tutela - who is
protecting your lab's inventory
9%
Protects
-
Latest News from Tutela - who
protects your inventory in the lab?
5%
Introduce
6%
Brand Extension
• Exhibition displays follow ‘Arctic’ theme
• 20% visitors to the AAP Show, brought the Penguin invite!
Direct Marketing Summary
• Remember the journey
– Subject
– Headline
– Content
– CTAs
• Landing pages
• Keep branding consistent
• Keep it going
• Thank you!
Product Positioning – define the pain
Target market
“Many traveling professional musicians need high quality PA equipment that
they are familiar with and trust.
“Equipment at venues is of variable quality which means that musicians tend
to take their own gear which up to now has been based on bulky, heavy,
traditional technology or they make do with the venue’s gear and suffer
the potential consequences to their reputation. The PAIN
“Our new, patented active PA system has high power and superb clarity,
performing at least as good as Brand X (the benchmark competitor).
Differentiator
“BUT weighing in at only 10lbs per speaker means that the whole system can
be carried in a small bag in the back of a saloon car rather than a van.”
The benefit