Marketo Los Angeles User Group Meeting - October 2014

© 2014 Marketo, Inc. Marketo Proprietary and ConfidentialOct 22, 2014
Los Angeles Marketo User Group Leader
Madhu Gulati
President/ Chief Strategy Officer
ShowMeLeads Inc. Welcome LA Marketo User Group

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Los Angeles Marketo User Group Leaders
Madhu GulatiJosh Hill
President/ Chief Strategy OfficerMarketo Practice Lead ShowMeLeads Inc. Perkuto
Marketo PartnerAbout Us

© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
World Class Global Subscription Management CenterAgenda:
Reasons for unsubscribe
Key Elements of Email Preference Center
Types of Email Preferences
How to create your dream Email Preference Center
What to consider
Q&A (15 minutes)
#LAMUG

Lost Emails
4

Marketo Proprietary and Confidential 5
50% people do not even open the email

Unsubscribe Rate
6

Reasons for Unsubscribing from emails
7

So what’s the solution?

Create a perfect Email Preference Center

Email Preference Center-What it means?
10

Key Elements of Email Preference Centre
11
1.Give Control to your subscribers
2.Share relevant messages
3.Personalize
4.Nurture based on buying cycle
5.Reduce unsubscribe rate by following best practices

Types of email preferences
12
Unsubscribe/Opt Out
Email Subscription/Opt-in
Update Email Preference

Unsubscribe/Opt Out
13
5 things to consider
1.Visibility: Unsubscribe link should be visible and easy to find
1.Be clear and precise what the subscriber needs to do in order unsubscribe.
2.Remember to always include the option to unsubscribe from allemail communications at once (or else violate the CAN-SPAM Act).
2.Clarity: Configure the subscription center which clearly shows user what they're already subscribed to till date
3.Confirm: Create a landing page and send confirmation email stating clearly confirmation message that their preferences were updated.
4.No Distractions: Remove any extra distractions such as navigation, images, competing text, etc.
5.Allow them: Allow people to unsubscribe without having to do anything else, like entering email address again, completing a feedback survey, etc.

Email Subscription/Opt-in
Consider following for all the opt in landing pages:
•Headline: Grab attention, make that very first impression
•Opt-in form: this is where people will actually signup, make it simple
•Call-to-action: Make sure you have good reason for any one to opt-in. Make a strong offer
•Be Social : Add those social element, the more credible you are, the more likely people are going to be to signup..

15
1.Frequency: Create the Email preference that it helps subscribers control the frequency of the emails they receive.
2.Pick Option: Let subscribers choose and control which topics they receive emails about. Create multiple, targeted email subscription types, and let subscribers pick and choose among their options.
3.Details of each option: Make sure to describe each email subscription option, including the value of the content and the frequency to expect.
4.Remind: Always remind them why they're getting your emails.eg. you are receiving this email because…
•Share why you thought they'd enjoy your content/remind them of the email's value.
•Ask them to confirm they no longer want your emails in a light or humorous way.
5.Re-subscribe: Give them an option to re-subscribe to other email lists.

16
Feedback from Unsubscribes
3 Tips for Gathering Valuable feedback:
1.Include an optional feedback survey to ask why people are unsubscribing.
2.Give people the option to contact you directly. You'd be amazed by the kind and useful feedback you can get through direct communication
3.Allow people who unsubscribe to leave their own, open-ended feedback.(Text Box)

Email Preferences
17

Email Preferences
18

Where do we get started?
19
Basic:
•Assets:
•Email-Responsive
•Landing Page-Responsive
•Form 2.0
•Campaigns:
•Triggers to send emails for confirmation and update preference
Advance:
•Dynamic Content
•Java Scripting

Mobile Design-Responsive-The New Term!

Creating Email Preference Center
Assets-Email
This email was sent to you because you requested information from Marketo or a partner. If you wish to unsubscribe or update your email subscription, please visit our email preference center. View our privacy policy.

Creating Email Preference Center
Assets-Form and Landing Page

Best Practices
23
•Use Progressive Profiling Form
•Clean and Simple Op-in Strategy
•Send Confirmation Email
•Always state why your subscribers are getting emails
•Lead Nurturing tracks
•Offer Preferred Mode
•Ask/Suggest Frequency

Best Practices
24

Best Practices
25
Lead Nurturing with Snippets and Dynamic Content

Best Practices-Frequency Preference
26

Marketo Los Angeles User Group Meeting - October 2014

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Marketo Los Angeles User Group Meeting - October 2014