48
Email marketing can overcome many traditional marketing challenges because you can target audience
segments effectively, it’s cost-effective, and the results are easy to track. Consider email marketing to be
part of an holistic marketing strategy.
This document provides an overview of established best practices and the
newest strategies for improving email response rates. Don’t waste your
marketing dollars—or your credibility—on email campaigns that don’t
produce results. Instead, improve your list-building techniques and email
marketing process in ways that generate the greatest ROI by following
these 9 tips.
1. Use targeted lists – Start by creating lists that segment your
audience into target groups. Use criteria such as locale, company,
industry or size, job titles, past purchases, and demographic information. If you can’t segment
your leads and customers along those lines today, start by creating custom fields on the lead and
account records to come up with these or other meaningful segments.
2. Target your content – You’ll want to send out a lot of emails—but not the same email to
everyone. You’ll get the best results by tailoring your message and content to appeal to each
audience by following these tips:
•
Don’t send out generic emails – Use short, personalized messages without graphics, sent by
the salesperson or lead owner.
•
Include a call to action – For example, provide a link to an article, whitepaper, or recording.
You want to get the prospect to your Web site by providing something that’s valuable to him or
her.
•
Use industry-specific key words – Speak to the audience in their language.
•
Experiment with rich text HTML and plain text formats – See which gets the best
response.
3. Alert sales – Whenever you execute a campaign, alert sales so they’re ready to respond quickly
and appropriately to the resulting leads.
4. Integrate with your Web site –Use Web-to-lead forms to capture prospect information from
visitors to your site. And check out the marketing automation apps on the AppExchange to
discover other ways to shorten the time between an inquiry and response. For example, Eloqua
makes it possible to score prospect activity and send hot leads to sales through Salesforce CRM.
5. Develop a social media strategy – Use social media to increase visibility, reinforce your brand,
educate prospects, and establish yourself as a trusted advisor and expert. Encourage prospects to
participate in your social media channels and use those channels to drive opt-ins for your email
database.
Abstract
Don’t waste marketing dollars on email
campaigns that don’t produce results.
Discover and make the most of new trends that
optimize email marketing, for maximum return
and highest open rates.
By Daryl Spreiter
9 tips for creating successful email campaigns
s
VB.NET PDF - WPF PDF Viewer for VB.NET Program Process. File: Merge, Append PDF Files. File: Split PDF Document. PDF. Image: Remove Image from PDF Page. Image Link: Edit URL. Bookmark: Edit Bookmark. Metadata:
add bookmarks to pdf; convert excel to pdf with bookmarks
42
9 tips for creating successful email campaigns
For More Information
Contact your account executive to learn
how we can help you accelerate your
CRM success.
6. Drive traffic to your social media channels – Use the networks you use every day to share
messages with friends and your larger network. Ask members of your communities to participate
in groups and discussions.
•
Engage with prospects through LinkedIn groups.
•
Facebook groups are becoming widely used for business marketing. Consider starting a group
for your company.
•
Use Tiny URLs on Twitter to redirect prospects to a micro-site or landing page.
•
Start a blog. It’s one of the best things you can do to help search engines find you. Then use
that blog to generate leads and activities for sales. Include links in your emails to drive
prospects to your blog.
7. Don’t spam – Respect your prospects. Your goal is to have a conversation over time—a single
email is not a conversation. And pay attention to local laws. For example, the United States has the
CAN-SPAM Act, which sets the rules for commercial messages and gives recipients the right to
opt out. Every country has its own laws banning email spam. Check out these resources
on the
topic of spam and permission marketing.
8. Track results – To keep refining your tactics for increasingly results, you must measure how users
respond. Think about what you want to measure and then identify the key performance indicators
(KPIs) you want to track. Common metrics for evaluating email campaigns include unique open
rates, unique click-through rates, delivery success rates, lead conversions, unsubscribes, and spam
complaints. Please note that although you can get insight into lead conversion rates via standard
reports, many companies work with AppExchange partners such as Birst and Omniture for more
advanced ROI analytics.
9. Nurture campaigns – Lead nurturing can have a dramatic effect on your sales pipeline. Of
course, it’s important to alert your reps to follow up on leads being nurtured. One method to use is
lead scoring, which assigns every lead a score, depending on activities such as opening an email,
going to your site, or responding to calls to action (CTAs). For more information about lead
scoring, see the Best Practice “9 tips for using lead scoring to close more deals.
Be sure to share high-scoring prospects with your reps. Or simply track such activities and then
notify the reps when someone responds after receiving an email; for example by downloading a
whitepaper.
”
BP_EmailCampaign_2010-03-19
How to C#: Basic SDK Concept of XDoc.PDF for .NET may easily create, load, combine, and split PDF file(s hyperlink of PDF document, including editing PDF url links and quick navigation link in bookmark/outline.
creating bookmarks in pdf documents; create bookmarks pdf
26
Are you driving traffic to your Web site? Do you know what keywords work? Are you turning visitors into
leads and customers? And do you know how all that translates into pipeline—and revenues? With
Salesforce CRM and Google AdWords, you can answer these questions.
Google AdWords is an online advertising service for creating ads
specifically on Google. It works with Google Analytics to track Web site
visitor behavior, effective search terms, the number of marketing leads
generated, the cost per lead, and more. Where Salesforce CRM adds value
is by extending those reporting capabilities to include how many sales
leads are generated and the effect that has on your pipeline and revenues.
Together, Salesforce CRM and Google AdWords let you to track the both
the effectiveness and the return on investment of your online advertising spend.
To get started with Salesforce CRM and Google AdWords, follow these 4 steps:
1. Advertise your business on Google
2. Create landing pages
3. Link Salesforce CRM data to Google AdWords
4. Measure campaign ROI
Step 1: Advertise your business on Google
Begin your advertising journey with a Google account and give some thought to the keywords you want
potential customers to recognize and associate with your business.
Abstract
Salesforce CRM and Google AdWords can help
your organization track and measure the
success of your Google advertising efforts.
By: Eran Agrios
4 steps to getting started with Salesforce CRM
and Google AdWords
45
4 steps to getting started with Salesforce CRM and Google AdWords
BEST PRACTICE
2
Create a Google AdWords account – If you don’t have a Google AdWords account, create one—just
go to Setup and choose Google AdWords. If you already have an account, go to Setup, go to Google
AdWords and enter your AdWords customer ID. Then link Salesforce CRM to your AdWords account.
Once your account is linked, you can start tracking new and existing Google AdWords campaigns in
Salesforce CRM. For more information, see the Help & Training link creating accounts and linking
accounts
.
Find the right keywords – Keywords are the terms entered by visitors in a search engine to find related
sites. As you get started with Google AdWords, you must identify keywords that are relevant to your
company—and that users are likely to enter.
Here are some great tools for finding keywords:
•
AdWords keyword tool
– Enter any word or phrase and the tool returns similar words or phrases.
•
Google search-based keyword tool
– If you don’t know where to start, enter your Web site into this
tool. Google “crawls” the site and suggests relevant keywords and Web pages.
•
SEOBook keyword tool
– Sign up for an account. Then enter a potential keyword and SEOBook
displays keyword research from a variety of sources.
Create the ad – Once you have your keywords, create you ad. In the ad, you typically have a title and
about two lines of copy.
Your goal: To get visitors to your landing (aka “lead capture”) page. Make the title brief but very
specific, and try to include both a benefit and a call to action (CTA). The CTA takes them to the landing
page. For example, your title might be “Most Popular Tax Software” and the copy and CTA might read,
“Get the biggest tax refund, guaranteed. Try it now!”
Step 2: Create landing pages
Once visitors click on your ad, they go to a landing page. This page needs to be compelling. It should tell
them what you have to offer and contain a form so you can capture their contact information for follow-up.
On the landing page, your goal is to make the sale—however you define that. Make sure the landing page
supports the message in the ad and delivers what you promised; for example, a way to try the tax software.
Don’t include any links other than those that move visitors toward the sale.
Create simple landing pages – Remember to keep your landing pages simple and your forms short.
You’ll risk losing your visitors if you make them work too hard.
The examples below show how Yamaha transformed a confusing landing page, with too many choices,
into an attractive, easy-to-follow page that includes a Web form for capturing visitor information.
38
4 steps to getting started with Salesforce CRM and Google AdWords
BEST PRACTICE
3
Set up a Web-to-lead form – To capture visitor information automatically, set up a Web-to-lead form.
In Salesforce CRM, select the fields for your form. The application generates the HTML code for you as
well as a JavaScript tracking code you need to add to your landing page. This code ensures the
information from the form and from Google AdWords is linked correctly in Salesforce CRM. Click to
find out more about setting up a Web-to-lead form
.
Create a clear call to action – A call to action says “do something.” It’s the next step a visitor takes
toward choosing your product or service. In the Yamaha example, you can see how adding a call to
action (in red) gives the page a focus and purpose.
Examples of effective calls to action include “Buy Now,” “Free Trial,” “Get Info,” “Act Now,” and
“Save Money.”
Test your Web site – Be sure to test different keywords and calls to action on your Web site to see how
those changes affect your results. Salesforce.com also provides a framework for testing your pages to
make sure your Web-to-lead forms work and that Google AdWords ads are being tracked. Click for more
information about testing your Web site
.
Step 3: Link Salesforce CRM data to Google AdWords
Once your landing page and forms are complete, you can track your leads with a dashboard to help measure
the result of your advertising efforts.
Track leads – When a lead is submitted to Salesforce CRM from the Web-to-lead form, the lead source
is populated by Google AdWords, so you can see which leads are coming from Google versus from other
channels.
Salesforce CRM creates an activity record on the lead, which contains information about the text ad
displayed to visitors (including the text copy), the search term used, and the URL visitors came from.
The record also includes a Referrer URL that shows whether visitors came directly from Google or from
another channel such as a blog.
Step 4: Measure campaign ROI
Once your process is set up and you are tracking results, your next step is to analyze your data using the
Google AdWords dashboard.
This dashboard includes standard components and metrics to help you understand how your campaign
performed, including:
16
4 steps to getting started with Salesforce CRM and Google AdWords
For More Information
Contact your account executive to learn
how we can help you accelerate your
CRM success.
How many leads were generated
How many of those leads turned into opportunities
Top keywords, phrases, and headlines that generated those leads
Use this information to fine-tune your advertising efforts and site content to attract more visitors, generate
more leads, and convert more leads to opportunities.
For an overview of effective strategies related to search engine marketing (SEO), see the Best Practice
document “How to make the most of search engine marketing.”
BP_GoogleAdWords_2010-03-04
46
If you build it, will they come? When it comes to your Web site, answering that question with a resounding
“yes” has become a key requirement for success.
That’s where search engine marketing (SEM) comes in. Traffic from search
engines has become more effective in converting leads to customers than
traditional advertising media. Why? Mostly because with SEM, you’re not
looking for customers—they’re looking for you. And because the people
who find you are already interested, they’re more likely to respond to a
persuasive message. Plus, with SEM, it’s possible to measure exactly what
works, what doesn’t, and change course accordingly. So you always know
whether you’re getting your advertising money’s worth.
A recent Forrester Research survey confirmed the popularity of online
media. It found that half of the surveyed advertisers were cutting spending
on traditional channels such as TV and print to pay for online ads. SEM, in
particular, has more than tripled in the last few years.
With SEM booming, achieving good search engine rankings has become highly competitive. Of course,
getting surfers to your site is just the first step in a process that includes converting prospects to customers,
tracking SEM campaigns, calculating ROI, and improving your campaigns.
Read on to get the big picture. Then find out how to use Salesforce CRM and Google AdWords to be a
winner in the SEM game.
Get an overview of SEM strategies
Optimize your site to improve organic rankings
Create successful “pay-per-click” campaigns
Leverage SEM with Salesforce CRM and Google AdWords
Overview of SEM strategies
Most search engines respond to user searches with two types of results—paid-for, sponsored listings and
organic listings that are found, ranked, and listed according to the search engine’s algorithms. Some search
engines also provide “paid inclusion” listings that display sponsored sites high within the organic listings,
but without visually identifying them. A notable exception to this practice is Google, which believes that
such listings would conflict with its relevance rankings.
Abstract
Get in on SEM, one of the hottest trends in
online marketing.
Find out how to slash your marketing outlays
by delivering qualified prospects at a
reasonable cost. Learn how to fine-tune your
product messages.
Do it all from within Salesforce CRM using
Google AdWords or other applications from
the AppExchange.
By: Sylvia Lehnen
How to make the most of search engine
marketing (SEM)
Documents you may be interested
Documents you may be interested
