The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 4 years ago

Daniel Miller on How to Make Your Email Marketing More Effective Immediately

ABOUT THIS EPISODE

Email is always a hot topic, and we all know that outreach is a critical component of effective prospecting.

But just because we realize the importance of email, it doesn’t mean we’re anywhere close to using it as effectively as we can.

In this episode, Chad interviews Daniel Miller, Director of Marketing for Benchmark Email, who lives and breathes the world of email marketing. He shares his best tips for what to change today in your email strategy, including segmenting your subscribers, focusing on your first emails, and injecting personality into your messaging.

Find a breakdown of this episode here.

Imagine your board sets a target oftwenty percent revenue growth in eighteen months, so something will haveto change with your sales team. How do you beat your target value? Primesolutions can help, ensure your managers and reps are leveraging asales framework that focuses on value, not price, don't assume you have it allfigured out, don't wait until it's too late visit value, Prime Solutionscomand let them help you're. Listening to the BTB revenueexecutive experience, a podcast dedicated o help ING executives, traintheir sales and marketing teams to optimize growth, whether you're lookingfor techniques and strategies were tools and resources. You've come to theright place. Let's accelerate your growth in three to one: welcomeeveryone to the BTB revinue executive experience, I'm your host Cat Sandersonfor those that don't have the time to listen to entireso. Please check us outat BTB, REVEZACCOM welof course on Itunes, where we always appreciate yourviews in your feedback. At today we have with is Danna Miller director ofmarketing for benchmark Internet group and we're going to talk about how doyou email effectively and your outreach prospecting marketing things of thatnature? emails. A hot topic always seems to be one of thes topics alongwith whether or not the phone is dead, and we know that outreach is criticaland a crupof popponent for effective prospecting, especially when creatingthose catnences that we talk about a lot, and so you no. I want to thank youvery much for the time and welcome you to the shop. Thank you for having meit's good to be here, excellent. So usually what we do is we start withkind of an odd question, considering what we're going to focus on for therest of th of the conversation, but I like to ask our guests to think backacross their careers and see, if there's a defining moment in theircareer, that maybe change the course of their career or something that was anextremely powerful learning moment and see. If you, you know, explain to ourour audience what that might be and what he took away from it. So, let'ssee, I guess what is a defining moment that has happened to me a businessrelated. I got to say it's probably understanding that nine to five doesn'texist. You know I mean like when you get outof school and go to college and so forth, you're really being structuredto how the business world is and to what to expect and reports. And thisand that- and I only noticed this when I got into a management position- and Iwas told this is your department- you can do whatever you want and I tookwhat I saw is the day today, routine and Nomal and any normal office, and Ithrew it away and I started from scratch, and not only did that. Allowme to work better in regards to the hours. I work, how the meeting workclose work and just are day to Dat. It allowed us to retofind, not how we'vebeen taught that we're supposed to do things, but how our company needs towork, and I think that's. I think one of the most defining moments that I'veexperienced at just because people do it a certain way. It doesn't mean thatthat's the right way that works for you right, so try to question it andredefine it, excellent ixeon. So you tell her our audience a little bitabout benchmark and- and you know how kind of the solution do you guysprovide differ from other email marketing solutions that they may findout there totally well Betpark Yemo. We started about two thousand and four. Westarted as kind of like the one stuff shop for your online marketing needsback then I mean we had a platform that head, of course email marketing, but wealso had video streaming services. We had SCEO services, I mean all Imarketing you name it. We had it two thousand n four people, don'treally understand, like the majority of the businesses, didn't really know howto market themselves online and do it yourself matner. Some way sit is stilldon to that. So the tool that stood out was a toolthat everyone knew how to use fron in such way, which was email, so that isour bread and butter. Today we are a international email marketing company,and you know I really like to focus on...

...that that we took the internationalstep. There is no other email marketing company, that has physical offices andas many countries as we do, and we saw the you know how email was evolving andall the other regions- and we just saw you know that this mad. This is a stepin the right direction to really globalize this. You know when it comesdown to email. If you sell online, your customer can be anywhere right. Sothat's one of the main reasons that we wanted to really focus on that globalsense of email. Marketing. Right now, I want to say our corcuster is more ofthe practical marketer. You know it's somebody that really it's not lookingfor. You know the ultimate edge, cutting tools but they're, looking forreliable tools that simply work and get the job done in a easy- and I guesstime sensitive manner right but of course, without losing the power to itand yeah. I mean it's been a heck of a journey. I started with the company, Iwant to say in about two thousand and twelve, I found the job on craigistwhen first started yeah. When I first started, I was like email marketing.What am I getting into? It was has small little office. Thet was abouttwenty of us, and I was thinking. Is this a scam like what kind ofwe jusstanding people and then I started to really understand the evail marketingworld and you know almost eight years ago it was only fifteen of us that werein fifteen different countries, so it's been a heck of a drive, but I'm honoredand grateful to be part of this. Well TNAT I mean that's a testament to thesuccess of it. Right I mean we spend a lot of time in our business workingwith customers to teach them how to use email. As part of a multifascitinprospecting approach, tradir becomes a very critical component to thatoutreach, but it's important that you provide value at each stemp and if, ifit wasn't working, you guys wouldn't growing like you're growing right. Soit is a testament to how effective that that is exactly, and you know, we'vehad a lot of changes throughout the company, and this says you know corechanges and the belief of where we want to take the company who are corecustomers. You know, and we come to find out, that our core custoers reallythe practical marketer, which is looking for ongoing customer engagement.You know it's somebody thatit's not just liking, to blast out whenever theyfeel that a sale needs to happen, but it's something it's our core customeris somebody that wants to keep a continuous conversation with their userthrough email is one of their main chimle but of course, many otherchannels that work with email as well, and as we were prepent for thisinterview, you mentioned using multiple email campaigns for month. I waswondering if you could kind of give it the audience, but him a rundown. Whatis a practical marketer using you know, multiple email campaigns of monk. Whatdoes that look like, and why is that so important totally well to get start yknow, I sense Thad. A lot of businesses have a fear of sending too many emailsand thon were wrong. I'M NOT SAYING IT JUST! You know blasts out every dayjust to annoy your suscires, but you know try to find where your limits thatyou know, there's been a lot of studies that show that people who start toemail more, yes, they do tend to get a few more unsubscribes, but salesincrease engagements increase. So you're right, maybe not everybody wantsto hear from you everyday, but there are some people that probably do so.You know learning to properly segment and learning to you know, Tryi to findwhere your limits are at meaning. If somebody subscribes, how do you? Whatstrategy do you have to determine? Is this a loyalty guy? Is this going to bejust a passpier? Is this Jus, like a student? That's just trying to downloadthe Free White Paper Got Ow, so you know what kind of Strategi do you haveto kind of put these people into different segments and then, however,often you need to send to those people, you can do that. So when you set updifferent email strategies that also...

...helps you set a different voice, youcan even have almost a different personality with each one of thosesegments and truly adapt to them. That goes to personalization right, sothat I like the commen about personality, because when I I get a lotof email, rightever everybody does, and so, if it's one that connects with me t,it stands out right. People talk a lot about their personal brand right, butin email, if it's, if it's something that has that spark and then I'm goingto open it right, I mean there are. Definitely I don't want to say any ofthe names of the companies. But there are a couple companies that that emaibeprobably four times a week- and I probably open at least three of themeach week just because of that voice and that that values that they're providing to meyeah. It's absolute, I mean it's amazing, there's a banking company. Ilove to Shor this story, I'll prefernce her their name because it was amazingbut there's a banking company, simple simple, as a banking company that istrying to redefine how banking works right and email marketing is one oftheir main channels of communication and every quarter. I think it is orevery year they have to send out the update to their terms of use, and thisis a legal banking thing but, of course, a company. That's trying to redefineeverything about banking and they're seit upon you know just how the lawworks and what you're supposed to do and they still tried to make changesfor it. What you would think would be a very serious, very boring, update,email that just says: Hey we legally have to tell you these things. Theywere able to turn it into one of their most engaging and expected emails fromtheir subscribers, like their subscribers, can't wait to get thatemail because it has jokes, it has a bunch of personality, but it's stillinforming them about the changes to the policy, and it's that type of thingthat with email marketing, if you don't adapt that, if you don't really, youknow, set a personality to your mals yeur. Subscribers are going to beunengaged and eventually unsubscribe yeah, without a doubt, an personalitycided. Are there other ways that you've seen marketers be more effective andincreasing open rates? I mean I mean you have to open it to get to thepersonality, but are there other ways or other insights that you can sharewith the oniene that that make can make email more effective totally? And youknow a lot of people see. Email has kind of like a blast and they don'treally see it as part of the experience like I've asked a lot of businesseswhen I, when I talk about their customer journey and what is theexperience that they're that their leads or their customers go throughemail marketing is many times left out of that equation in the sense of yeah.They think it's part of the journey, but they think it's kind of just like A.I think they under estimate the power and the strength that email marketinghas. I mean a really good email has to give you the good experience from thevery beginning, meaning when I received let's say an email from let's say Isubscribe to think with Google Right. First of all, I'm already saying thatokay, Google is a reputable company, it's Alreadto Gaine, my trust somewhatright. I subscribe to it. My expectations are very high. If theydon't meet that expectations on the first email, my likelihood to open thenext ones are going to be very low. Now, if you surpass my expectations like, ifyou send me this amazing email, that gives me a step by step guide that Icould do in one hour on how to improve my Google analytics- and you know,learn this and that now I'm going to be attentive to every single email. Youset me because from the first experience it was amazing. So don'tunderestimate your first impression with email, marketing and don't justthink, oh I'll, just create a better subject line later on, because alreadyyour expectations of them even wanting to see your email has lowered, if youdon't impress them for that, first demail with yeah or not a doubt, and sopart of the being able to provide that...

...experience be comes down to you, knowsegmentation and putting together your list own as the sales rip and the SalesReps in our audience. I know a lot of them have to go out and put togethertheir own lists. You know feed them into whatever their system of actionmay be email or whatever I'm curious, O you hove any best practices you couldshare with that targeting and that segmentation. So that that people canbe more effected when they're outreaching out te email yeah when itcomes to the segmentation, you know I like to say okay, so when somebody hasa signup for him- and you know I cee Senor forms at l like twelve pages longand they start asking for my age, gender, social security. I mean theystart asking for a lot of stuff right. That's not exaggerated, too much, butreally thinking yourself. You know what are the mini wins that you can havethere and, of course you have a million different segmenting options that youwant to do, but you know how can you achieve those things with miny, windsand learning and having it be a conversation instead of just likeautomated transaction? If that makes sense, so I like to give the example oflet's say a bookstore right. Let's say I own a bookstore, I have a signup form.I could avk a million things right like how often do you read what type ofbooks D do You like genres like all these things right, but I just want toask first name and email and I'll. Let my email communication do the reststrategically creating your emails you can identify based on you, know,behavior clicking what type of person your susciber may be. Now this doesn'thappen overnight or it doesn't happen by accident. You really have tostrategically create your emails by saying, okay, I'm going to send out aseries of non fiction and let's see who opens and clicks on these and then youcan start dividing up your buckets with your subscribers telling you as theemails are being received. I don't know if that makes sense, but you know it'ssomething that I see a lot of businesses miss and they just try toput everything in one funnel and just you know hope to best that it's justgoing to work out in segmenting, like Iu said, is one of the most importantthings that you can do from segmentthing from where the signup camefrom wheth. It was a facebook sign up, or it was from your blog or from atrade show all the way to listening to the subscribers and what they'reopening and what they're clicking on and continuously segmenting from thereyeah. It's an augoing process right and I think I think, you're right. I think,if you think of the email n, that collection or the build out of that,that persona right at that person you're not going to get it all at once.Right, they're not going to s pend the time to give you all of thatinformation. But if you structure, youyour sales, processionr Marphyposess to you, provide them value in each step. In exchange for moreinformation, you are able, then, to overtime without a doubt, Starti to beable to understand them better. What resonates, what's going to you know,help them open more emails than an engageing. Ultimately, by and it'strust, you know- I mean Evei Harcin. I think the biggest thing it can do isbuill trust. You know I've signe up to receive white papers and manuals, andall these things from all these different services and it's veryinteresting to see the successful email drips that come through after Idounload that I see some that try to do the Celt right away and those lose meimmediately. I say you know what this is. I don't want to be so. No one likesto be sold, but if you start emailing me with success stories and how tos andadded value to the manual I just downloadt and this and that now I trustyou as a leading source and then after you know those ten, maybe fifteenemails of building trust. Now you can maybe try to approach that Sall or Imay come straight to you and say: Hey you've taught me all these things Iwant to buy from you. Can I sign up your course to your service to yourproduct, whatever that is excellent, and so, when we look at the email toolsthat are out there, they are kind of a...

...new. I don't know if it's new, but theone I'm hearing a lot about or the automation igt, the automation enginesfor email. So I can create a sequence and I can it's more of a oneder oneconnection, not more of a blast, but I can put together sequence. I can email,you know five emails over the next ten days. I'm kind of curious you take onthat that level of autonation from a onder one marketing or sale standpoint.You know it's funny when it comes to automation, I like to say that all ofour competitors, including us, we are getting our PhD and automation, becausethere is no right way to do it. This is uncharted territory. Yes, automationhas been around, but it's been around for really. You know the largercompanies I could afford it that could afford the programming integration withall of their APPS and setting all that up now. Everything is plug and Plat,and you know betty with a cutcake shop down the store, can sign up to squarespace shopify and benchmark and integrate it all and create a prettysophisticated, automated email, drifp now the funny part about that is Bettydoesn't have a marketing degree. He doesn't, you know she knows how to make cupcakes andthat's what she's in business for so you know, I think, all of us all of us,the email marketing providers were finding out how what is the best way toreally educate an onboard people to have them understand the power ofautomation and how to adapt that to their business. And it's incredible I mean agood automation is something that really saves you time. It sets astandard that later on, you can improve upon and most important. I think itshould never take away from the customer experience too many times. Isee a business that just automates way too soon, meaning before theyunderstand a good proven process that works. They just you know they draft itout. They say, let's go for it, they automate it and it really ruins thecustomer experience and to me, that's a stepback, and I can understand that Ican understand so excellent insects on that. Let's change focus a little bithere and talk about bench, Mork he's on a great product and if you mentionedthe support, multiple languages, extremely impressed that you have theoffices and all those places, because I think cultural context is a criticalcomponen for that as well. But when you look at benchmark today, what's the topbusiness challenge for you and your team, I want to say the top businesschallenges. My languages, I meanit's a strong suit, but it is probably ourbiggest challenge. I mean talk about any change. We want to do to thewebsite. Even changing. You know a small little bit of wording in an email,whether it's a system email, it's an auto responder when you have to do thatchange and then look at nine different countries in really nine differentregions with different markeing strategies and sale strategies. You gotto look at things from with you know when you change one word: does it fitin all word in all regions that say were like you know when you're buildinga website, and you only have so much space and English putting you know,email marketing, best software Yediedi up may fit, but when you translate thatto German, it's like twenty six characters longer and it doesn't so it's things like that: understanding, the sales and marketingstrategy that also works for each region and learning. You know how todrive the ship forward and you know having the flexibility and each regionto do what they need to do to keep the momentum of the ship. I think that'sprobably one of our biggest challenges and from a grote standpoint are youguys still experiencing pretty significant growth? Is it? Is it NorthAmerican, based or coming out of a different GA yeah? So some of theemerging markets right now are Japan, Latin America? Brazil, specifically,you know it's very interesting to see. You know each part of the world howemail marketing is different. China is,...

...you know they love templates. They love,you know lot of color a lot of graphic. A lot of visual Japan does not like anyof that. They don't want images. They just want simple text. Latin America ispretty close to us in regards to the design and the type of email marketing,but they'r still on the learning curve of best practices. So yeah, it's very,very interesting to see you know how still n, in a connected world throughthe Internet, how different the marketing strategies are interesting.So how do you with all of those changes? You know I' as an email provider, anmail is pemetterin. You guys have to stay. I mean right on the right on thecutting end. So how do you keep your you know your sales and marketing teamsfocused, you know to drive and bench markor growth and then thedifferentation in the product. How do you keep them engaged and inspirecollaboration? Is Our biggest way to really do that, and this is somethingthat we're really starting to really understand now again part of the issueof having nine different languages and not just languages here, but in theiractual country, is keeping that ongoing communication. You know when we have aclosed meeting here on a wieboard and we're drawing things. The marketingteam in China doesn't get to see that t doesn't hear that full story, so themore we can collaborate, the more often we can meet and the more often we canreally look for what we call the employee genius. You know that oftentime gets buried when you have layers of management, the people a are on thefront of the line. Rarely get to. You know talk to the people, making thedecisions on strategy. What the customer is saying, so we try to keep aflat organization and really try to shine light on anything we possibly canand work as a team to solve our problems. Excellent, excellent, so thesame direction, a little bit we're getting towards the end. Here we liketo ask our guess kind of two standard questions toward the end of eachinterview. The first is simply you know as diector marketing for company likemuch Mork. That makes you I like to use the word prospect. Some would say ittarget for sales people, but but you know the fact the matter is you'resomebody that sales people want to get fun of and cultivated relationship with,I'm kind of curious. What gets your attention when someone's trying toreach out to you and what is it that really, you know, catches your eye andmakes you want to engage yeah. This pay sound Cliche, but people who arethemselves I mean you, can smell an impostor a mile away from how the emailyeah I mean you see these these emails written out with all this jargon andyou're thinking. You really talk like that. I don't think anyone talks likethat. So you know if I receive an email that it looks like it was written by anactual person. Not just you know a script strategy. That's going to catchmy eye. Aside from that persistence, persistence will really catch. My eyethere's a lot of times that I'll see an email come in and I'll take a look at.I say you know what, if it's important, it'll come back around again and thatperson that comes back and is persistent, I'll, eventually schedulethat call with Ham and say: okay, what do you got? Show me this demo, I'veseen your infographs you, you know they contact me on linkon. They find me ontwitter. They retweet something. You know really somebody who tries to getinvolved, and it's not just looking for that quick cell Buk ar really trying toexplore a solution with you not trying to just tell you here's thi solution,because somebody comes to me and says I know how to fix your problem. That'stell me this is a script. They know nothing about us, but if they come upand say hey, I would love to learn what kind of problems you you have and theydo that in a th ad. Sixty way with persistence, that's going to get myfull attention. Excellent, actually O authentisitis, always a big one for alot of our guests, and it's good o be her that the persistence you know paysoff it takes. I forget what the latest...

...tats are, but it does take aconsiderable amount of time and focus to insure you're getting gettingpeople's attention. Yeah all right, so last question: We call it ouracceleration insight. So if there's one thing you can tell Sinos an marketingprofessionals, one piece of advice that you think would help them, beat theirtargets and be better at their profession. What would it be and why Igot to say data data is everything talking about what we were saying earlylike what's been an epiphany for me, tougot life number, two from saying youknow. Ninety five does not exist. firgure out.What worked for you number two is really data as a you know, this day andage, if you're not using data to leverage your business, you areliterally shooting in the dark every single time and with the tools we haveat hand. It is so I mean so easy to really pull out the data, and it'sgoing to show you it's going to pimpoint immediately. What are theissues throughout your organization and if you can't find that, then I thinkyou're doing it totally backwards, and you should always figure out any anybusiness structure. You try to build whether it's an easy marketing strategy,or you know it's internal system on your company, learn to quantify. Itlearn to improve it with data, because, again your competitors are out there.If you don't do it they're going to do it and then you're just going to end upright behind them, witell the tools that are out through Oday, if you'renot able to take ut to data you're, not looking very hard, exactly exactlyexcellent, excellent, all right, everyone woll that does it for thisepisode, please again check us out at bb revizeccom to the episode withfriends, Family Coworkers spread the love and please register aview onItunes DA. I can't think you enough for r time, todayt's been an absolutepleasure to have you on show awsome. You know what it's been great formyself as well. Thank you very much for having me tepit's, been a pleasure, noproblem again, thanks everyone for listening and to Daner for thesevaluable insides. Until next time we have value prime solutions with you andyour team, nothing, but the greatest success you've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes for your favorite podcast player. Thank youso much for listening until Mext Time.

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