Get The Most From Rhythms & Cadences

Get The Most From Rhythms & Cadences

What is a rhythm?

Give me 50 seconds of your time and watch this 1980’s video of the song YYZ. Begin at about 3:20 in:

YYZ is a seven minute showcase of musical talent composed and created by musicians who harnessed and refined their talent, forging it over time with discipline and practice.
Much like Neil Peart’s drum solo, a rhythm is a pattern or sequence of sounds (or events in our case) that combine to create a beautiful symphony.

The Symphony of Rhythms
By combining all the automations and the rhythms and the calculations that the SaaS Platform Lead liaison is executing for us and our customers every day, you will not just have a mishmash of noise or actions; you have a showcase of synchronized talent that originates with your thoughts, plans, and words, and then launched out like an arrow to strike at the heart of who? Not just people, but unique individuals who just so happen to be called prospects to us. 

This is why when we sit down to create a rhythm, we don’t just bang drums. We focus on the uniqueness of the individual and we try to reach them with solutions that accomplish their goals… Because honestly, every corporation wants their products to be SuperNova stars like Neil Peart…

And so when we sit down to create, or dream, or design a rhythm, we take the same position as an artist. We want to create something that reaches the heart of the reader. This process is the process of keeping it relevant to the person that we’re communicating to.

Just as we all watched Neil play and we all may recognize his talent, there are some of us to whom RUSH just is not relevant and in the same way, your message, as finely crafted as it may be, is not going to be relevant to everybody without focusing on their unique traits, their needs and their affinities. So focusing on the individual means we are searching for the unique factors that make Lead liaison relevant to the people that we’re reaching out to.

Pulling Prospects from Data Sources
When I pull new prospects, I have a large list of criteria that can include geography, experience or position within the company, and so on. Prospect companies can be filtered by employee headcount, annual revenue, and so on. I want to tune these search criteria to make sure we’re always in the butter zone when we pull lead lists.
Once we download our leads, we further cull them until we have a list that says, “These are the people we need to talk to.” Always pull lead lists based on criteria that allows you to communicate to the right people, right where they are.

How can I further drill down from here and really communicate to a specific segment of people?
For certain rhythms, we pull lists of people based on job changes or professional transitions. If data indicates that they were hired at a new job with titles matching our ICPs, and within a one year period, then we send them to a rhythm called, “The New ICP Less Than One Year Rhythm.” 

 This rhythm is really cool and unique. We’re actually sending an email straight from our CEO, Ryan Shefke, congratulating these people on their recent new position, which is highly relevant to them. It gets their attention and it does something else for us too… It gives us a reason to incentivize them for a conversation.

Because these rythems are  focusing on a professional life event, we get much higher response rates than other more broadly targeted rhythms

And these rhythms are the basis of our Ghirardelli Incentive campaigns, or in the UK our Hotel Chocolat campaigns. So in marketing we offer incentives whenever we feel it’s right to do so, and Ghirardelli / Hotel Chocolat have been some of our all time high performing campaigns in terms of getting new demos. From the very inception of Capello, Ghirardelli incentives have really helped us to introduce our brand to people out there in the events industry.

Let me flip to a different rhythm in which I have targeted event professionals…
I was browsing social media one day and I noticed that there was a post in the UK where they were congratulating people for making the corporate A-list, and they were listing all the top winners; some 20 winners were all total event professionals who made it on C&IT corporate list.

So I created a special rhythm that spoke directly to that experience and congratulated them for their achievements. I wished them a wonderful stay in Scotland, the destination all the winners received a free trip to. I offered all of them a complimentary gift card and a fun gamification experience as our way of saying congratulations.

So now these winners are winning even more free stuff! They know Lead liaison is benevolent and appreciates their professional development. And guess what? This approach with only 12 ICPs in the rhythm eventually led to a deal with AstraZeneca.

Adding Value to Build Relationships
If you’ve done everything you can to get information about people and you’re still falling a bit short in your personalization, rather than just solicit them with a straightforward approach, you should earn your right to approach them. Try to romance it some. Earn the right to approach them.

How do you do that?
Offer something they find value in, like a case study, video, or blog article that speaks to their interests and needs. As a general rule, don’t be pushy in your outreach emails. Keep it to a few carefully planned steps.

In this rhythm, we have a day-1 email scheduled first.
Then we have a day-7 email, then day-10. We’re not going Day-1, Day-1, Day-1, Day-2, Day-5.


1: Keep your messages spaced out. Give your prospects a little time to breathe. Don’t be too salesy, and don’t be selfish in your outreach.

2: On the other hand, don’t be shy or passive. People want to know: why are you contacting them? You can let them know that you care and how you can help them, and you can do it in short and concise words or sentences.

3: Make your second message a follow up (reply to) to the first email you sent to keep the conversation alive. If you’re trying to reach out to somebody, would you create a brand new email each time and compose a new message every single time? No, you would go into your sent box, find the message you already sent, and build a history with a reply-to message. Build on that communication.


4: In your final email message, it’s ok to be less formal. This indicates you’re going to discontinue bothering them unless they show interest. You can even add a notice instead of a signature at the bottom: sent from my iPad. It’s obviously a little trick, but you want to come across as very human.

Important Note:

Rhythms are not marketing emails. Rhythm emails should be composed as if you had drafted them from your Gmail inbox or your Outlook inbox.

5: Another thing that has proven to be very effective in final messages is to offer choices to the recipient so they can quickly provide you with feedback, such as:

Choose one of these options:

1: I’m interested. Let’s talk soon.

2: I’m interested, but too busy right now.

3: I’m not interested at all.

Look to get closure on that last message, and keep it very brief.

A quick question came up during this session:
1: How does GDPR privacy law affect outreach to leads imported from LinkedIn Sales Navigator?
GDPR allows for cold email outreach if it is directly related to a business opportunity that is relevant to the recipient. So they need to be your ICPs, and it’s important to check that box before sending out any rhythm emails. These messages are going one to one, so it’s not sending in bulk like a marketing list. Rhythms are that totally personalized approach.

What happens if they haven’t responded?
Since you know your prospects best, it’s totally up to you how you deal with them. But I would give them a cool down period and then add them to a nurture campaign that educates them more about the brand and the offering so they can begin to understand their need for your solutions.

What we want to do in marketing is to create a reality for them. In order to create a new reality for a person, you have to present a relevant message to them from multiple different channels. They have to recognize that message coming from your brand within a specific timeframe. For example, within a one week period they hear your ad on the radio, then they see it on TV, and a few days later they receive a postcard… Now it’s becoming real to them.

This is why it’s important to add calls as part of a step in your rhythm. Ideally you would send an email, make a call, send an email, reach out with a handwritten letter… You’re mixing it up.

“People that send an email and call a few days later or a day after and say, “Hey, I sent you an email,” and they leave me a little message. Holy cow, it feels so much more real. I realize they’re human. I feel like they’re taking the time to prospect me, which I appreciate. And then if they send me another email, I might reply to that email, but mixing it up is very important. And I’m saying that as a recipient.” Ryan Schefkle, CEO – Lead liaison

 Merge Fields:
Use merge fields to get more personal, to get more specific. In this example, we’re reaching out to event organizers who had recently had an event and we populate the merge fields with their show data. So it speaks directly to the organizer about the recent show and congratulates them on having a successful show. This one has been successful:
1:  Because merge fields allow us to speak specifically to their situation.
2: Our sales team is great at following these up.
I’ve seen some real conversations come from these outreaches, and to get an entire organization or event on onboard is a huge win. That’s gonna take time.

 Email Formatting
You’ll notice that the formatting in the email on the right is extremely simple… It is very basic with minimal formatting at all other than the signature at the bottom of the email, which makes it appear as a hand typed one-off email.

In the example on the left,  you have considerable formatting:

1: The use of sections and dividers to create a professional look and feel.

2: Prominent placement of the company logo.

3: The use of bullets

4: Appropriate bolding. Never over do it on the use of bolding. You’ll eventually slip into spam just as you will if you use too many capital letters in your emails.

5: Make sure you have good paragraph spacing to break up your content.

6: Hyperlinks. Please don’t use more than three hyperlinks, especially if they’re unique hyperlinks, per email as a general rule.

7: Graphics are fun to include, but always keep ’em under 400 kilobytes. Less than that, if possible.

8: If graphics link to a video, make sure you’re adding an image hyperlink and a play button indicating that they should play the video.

Both formatting approaches are perfectly acceptable depending on the image and approach you use. Just make sure you have thought this part through prior to committing.

Add yourself. So how would I do that? How would I add myself? I would click Actions, then Add Prospects. I’m going to add myself to the rhythm and the system is going to send rhythm content to me within the next 24 hours.
I’m gonna to review how that email looks in my inbox. I want to send it to my Gmail and my Outlook inbox… multiple platforms so you can  compare how the formatting looks across platforms.
Outlook is just known for ruining good emails. You can have a beautifully formatter email and Outlook will ruin it. So be careful there.

Get another set of eyes on your email before you send it, because we all need an objective point of view to catch errors that we might have missed. You can really get creator’s fatigue where you think you’ve proofed it 400 times and it’s perfect, but there’s a glaring error and you just can’t see it.

In a rhythm you have to carefully plan out your timing between steps. Here are a few statistics about the best times to send out emails for good open and click through rates:

  • Emails that are sent on Monday, Tuesday and Wednesday get the most engagement. 
  • Statistically, marketing emails sent between 9:00 AM and noon on Tuesday get the most engagement, followed by Monday and Wednesday at the same time.

The weekend is a bad time to send business related emails. Friday, Saturday, and Sunday have the lowest open end click through rates on the calendar. So, even on Fridays when I’m still anxious to send out my marketing campaigns, I usually send about 50% of the volume that I normally do on weekdays.

  • Monday, remember everybody gets to work and deletes the first 400 emails in their inbox that look like spam. So for Mondays I will typically wait till after they’ve cleaned their inbox and send emails late morning or in the early afternoon, or even sometimes after they get home at 5:30pm. Sometimes people will recheck their work emails real quick before dinner.

I hope you found these tips helpful. For more information about sales enablement solutions, marketing automation, CRM, universal lead capture and user-customizable activations, reach out to us here at Lead liaison

We can help you make the most of your events through all stages of event planning and execution.

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Using Email to Get the Most of Your Events

Using Email to Get the Most of Your Events

We have all been there. Your company has spent tens of thousands on your booth, staff presence, and extramentals.

How can you make sure you get the most of it?


From start to finish, Email can be the easiest to use, and also the best tool in your arsenal.

How, you ask? Let’s go into the details…


Many shows provide, either for purchase or as part of your registration, a list of attendees. Use this list to send out pre-show emails inviting people to a special experience or intentional meeting at your booth. If the show provider doesn’t provide such a list and you have been to the show previously, you can pick out previous attendees linked to that event in your database who are likely to return to the show based on previous years’ attendance.

If you’re running a contest or incentive to visit your booth experience, detail it in your pre-show email. It’s also a good idea to offer calendar scheduling for people to arrange time to meet with you.

Offer PDF documents teasing incentives, special offers, or explanations of your unique products and solutions to build interest. Pre-show email is your first touch, and provides a gateway to building interest. Be sure to include your booth number and a simple map or illustration so people can easily find you. This can even include downloading a show floor map indicating your location to make your booth easier to find.

During the Show 

People will often request documentation about your products or solutions. Why burden them with paper they might lose or damage when you can offer digital content that they will receive right away in their inbox for them to preview at their convenience? This has a secondary effect of reminding them about the topic of your conversation, which can be handy as they speak with dozens of exhibitors throughout the day.

When to send such an email varies and is up to your professional discretion. Sending the email right away when prospects are still on the show floor indicates that you deliver what you promise while it is still fresh on their minds, but this approach may also result in reduced open rates since it is unlikely they will see the email until they get back to their hotel room, or return from the event to sort through – and delete unwanted emails. Our suggestion is to include follow up email timing as a key question that you ask when discussing the material you will send them.

If you’re using a Universal Lead Capture platform such as Lead Liaison, you can ask them if they want the documents immediately, at the end of the day, or after the show, or any other time frame as a qualifier for sending the email. This way prospects get the documentation exactly at the time they specify.

On average, trade show attendees spend 8.3 hours visiting booths and displays…

So the courtesy of showing that you value their time can go a very long way in building relationships.

End of Show

The post-show email is likely the most important email you can send out. Personalize it with discussion recaps and send out thank you messages for spending time at your exhibit. The work week following an event is generally the best time to send post-event emails, as people will be back in the office and a simple reminder can do wonders to keep the conversation alive.

If you did not schedule meetings during the show, make sure to offer a calendar link in post show follow up. Toss out a meeting link and invite the people you met to connect again and discuss in further detail how you can help them.

On average, event attendees will tell 6 other people about their experience at the event.

If you were memorable, this is a great way to increase word of mouth marketing.

Carefully planning pre-show, during the show, and post show emails is a vital step that is guaranteed to help increase those valuable post-show conversation, and overall show ROI; and will also help with brand awareness as they see – and remember – your company’s brand and solutions.


Lead Liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.


To see how Captello’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Email Deliverability in 2018

I’ve had quite a few discussions recently about email deliverability. Most people seem to be aware of the basics; don’t use giant images, avoid spammy languages, and make sure that you have SPF and DKIM set up when using an email service. While that might have been enough 10 years ago, things get trickier when we talk about email domain reputations.

Email clients determine whether your message is any good based on your reputation. If you have a good reputation, you won’t have any issues getting your message through. If it’s bad, then you’re much more likely to end up in the junk folder. So, what goes into your email domain reputation?

Open Rate

Email services like Google, Yahoo!, and many others keep track of the open rate of emails sent from your system. If you have a very low open rate, then they interpret that to mean that you’re not sending good content. After all, if their users delete your emails before even reading them, they must not care about it very much. While a low open rate isn’t the biggest factor in determining your email deliverability, it can be enough to make a difference.

You can increase your open rate by sending relevant content to smaller segments rather than blasting a generic email to your whole database. People don’t really care about your organization; they care about how your organization can make an impact to them specifically. You can learn more about segmentation here.


An email bounces when you try to send it to an invalid email address. Email addresses could be invalid due to them belonging to former employees, the inbox being full, or simply because the email was mistyped or made up. The more bounces you get, the more it affects your reputation. Why?

Bounces indicate that you haven’t validated your email lists recently. While that’s bad for a few reasons, it can be an indicator that you’ve sent emails to a purchased list. Never send emails to a purchased list, even if the selling company promises everyone is validated and opted in!


Email marketers everywhere fear the dreaded unsubscribe. When a person opts out of emails, you lose the ability to send them any kind of email communication. That makes your job of engaging and qualifying infinitely harder.

Moreover, a high unsubscribe rate means that people don’t care about the content you’re sending. Like a low open rate, this tells clients they might as well send you to the junk folder. Unlike a low open rate, a high unsubscribe rate can seriously impact your email deliverability.

You can avoid unsubscribes by sending relevant content to smaller segments. You should also make sure that you only send to people who have specifically opted in to your email lists. Just because they signed up for your newsletter doesn’t mean they also wanted special offers. And above all, don’t send emails to purchased lists!

Spam Complaints

Now we’re getting into serious territories. If you’re getting spam complaints, then you’re either sending to people who never opted in, or you’ve made it too difficult to unsubscribe. Either way, not only will spam complaints hurt your deliverability, they can also get you blacklisted. Worst of all, if you did send an email to someone who didn’t opt in, you could face serious fines and penalties per email.

You can protect yourself from spam complaints by making sure you only email people who have opted in to email marketing. Also, make sure you make the unsubscribe options clear and easy to find, and honor all opt outs in a timeline manner. And, like I said before, never send marketing emails to a purchased list!

Spam Traps

Spam traps are email addresses that are specifically set up to catch people sending emails to purchased lists. Organizations will leak these emails to list sellers. No matter what the seller says, spam traps are kept secret, and there’s no way they could vet them all. Even validation services may not protect you as the addresses are technically valid.

The only way they would appear on your email list is if you bought a list. Because of this, sending to a spam trap can impact your email deliverability more than almost anything else on this list. It’s basically a smoking gun proving you sent emails to someone who didn’t opt in. Hopefully we’ve already made this point, but don’t use purchased lists!

The Take Away

If you’re looking at this list and feel intimidated, don’t worry. Just do what you’re supposed to be doing. Send relevant content to segments, and only send emails to people who have opted in to the specific type of communication you are sending. Luckily, Lead Liaison can help you with this. If you’d like to learn more about how we protect our email marketing partners, sign up for a demo today.

Lead Liaison Webinar

Video in Email Workflows, Webinar Transcription

To watch this webinar in its entirety, click here.


We show you how to use video in email to boost your conversion rate by strategically adding them into your email workflows.


Margot Mazur, Wistia

Ryan Schefke, Lead Liaison


*Please note that this content was presented live and then transcribed. It will read exactly as presented in the webinar. Welcome message and company introductions have been removed.

Slide #7

So video is amazingly human, something that Ryan touched on a little bit earlier.  It’s a great way for you to show your face to your company, to delight your users, and also to make sure that they’re sharing the content that you put out.  So you’ll see here 69% of users say, “They shared a branded video, if they had the information that might be of interest to your friends.” Video is going to be the best way for you to get your information out there.  It’s more compelling than any copy that you could write, and it’s a lot more human, it has you relate to your customers.

Slide #8

It builds brand rapport, humanizes your brand, and keeps folks attention and helps to explain and support.  So instead of writing that giant explanation about this or that feature, you can make a video about it and have folks be really engaged with that video.

Slide #9

We did a really great AB test a few months ago, where we tested eight different emails.  What we did was we cut the copy and the CTA and actually the image exactly the same. All we did was we changed that video thumbnail.  So you got that play button on the image and you got that timestamp on there. So side-to-side, you have the same exact email, one that has that play button and timestamp, the other does not.  We have different categories of email as well. So we didn’t just do only launch emails or only product feature emails. We had plugged emails, we have webinar invites, and we had all sorts of different conversational emails as well.  So same email, same image, except for that play button and timestamp. And what we wanted to learn was, is one email going to perform better than the other? Are we going to get a higher click-through rate with one email than the other?

Slide #10

We ended up seeing, long story short, 21.52% difference.  So you’re using a video thumbnail instead of a regular image, can increase your click-through rate by 21.52% on average.  This was an incredible finding as I’m sure you’re also seeing. We definitely thought that it was going to have an impact.  We just didn’t realize how big that impact would be. So this was a super exciting training on our end.

Slide #11

So using video in email, just a word video in your email subject line, can boost your open rates by 19%.  So what we do in here is we’ll say, “Great video in here,” you know, and then continue on the subject line or, video in parenthesis or bracket and continue on to the subject line.  So that will help folks get an idea of what they’re clicking into. It’s really good to have your audience know what they’re getting into in an email. Although those really fun subject lines might seem exciting, it might seem like it can boost your open rate, just telling folks what they’re in for, is going to be a better bet for us, what we’ve seen in the past.

Slide #12

You might be thinking, “Well where do I put video in email?  Which is the right email to put a video thumbnail in?”

Slide #13

You actually have a ton of choices here.  So adding video to a webinar registration page makes it more human, it makes it more inviting.  You may have seen a video in our registration pages in the past, what that does is kind of, creates a human element.  We give a little bit more of our personality in that video, and it makes that webinar registration page just stand out a little bit more.

Slide #14

You can also add video to a landing page of any type, and then use that thumbnail in your email promo.  So if you got an email from us, asking you to register for this webinar, you will have seen that we used the video thumbnail in there, and we generally do that when we have video that plays to that same subject, we use that video thumbnail in the communication.  Folks open up that email, they see, “Oh, there’s going to be a great video in here if they click that, takes it over to landing page, they feel more connected, they’re more likely to register.”

Slide #15

You can also use video for lead generation in general.  So we do have this feature called transdial, essentially what it is, is a lead form that you can put on top of your video.  So whatever video that may be, you can put that lead generation form in there and have folks enter their email to sign up for more content or to view the video in this case, or any other copy that you might want to put in there.

Slide #16

Here’s a good example that we use every once in a while.  We have Santa Barbara Chicken Ranch. They used a turnstile so that video lead generation form on this video to encourage folks to sign up for a free quarter chicken plate.  So essentially, they grew their email as by 800% just by putting that turnstile in there. You could choose a video that folks watch really often, that’s doing really well, that has a time engagement, you can use a fun product video like you see here, or you can use any other type of how-to video, or a case study, or example anything on your site that you think is going to go really well.

Slide #17

So a little bit of eating our own dog food here.  Here’s where we use turnstile. For example, on our webinars page, if you go to /webinars, you’ll see a whole bunch of webinars that we’ve done in the past, and when you go to click in, you can watch a little bit of that webinar, and then you’ll see there’s ton of style coming, about 10%, 20%.  So that will say, “Hey, you know, did you like this video, so far. You can enter your email address to view the video and learn more.”

Slide #18

Now you might think, “Well, where do I put that lead gen form?  Do I put it right in front, like that feels kind of weird, maybe folks who see the form, they don’t want to play the video, and if you put it at the very end, well they would watched the videos, so why would they enter their email address?”  We’ve actually done a bunch of test here and we found that putting your turnstile 20% in the video is going to be the best bet. And you might think here, “Well you’re kind of cutting off the content for folks, doesn’t that feel weird for your user?”  I would say, make sure to script your video around the turnstile. So when you shoot the video, you know that you’re planning to put the lead generation form in there. You could say, “Hey, I’ve got a bunch more to talk about. If you want to hear the rest of the conversation, just fill in your email address, and then out comes the turnstile.  That’s going to be your best bet. You want to give folks a little bit of an idea of what else they’re going to hear about—going to want to make sure that those folks are already engaged and then put out that lead gen form, instead of putting it in the beginning or in the very end.

Slide #19

The same goes for calls to action.  So any sort of CTA that you want to put in the video.  Maybe it’s an annotation link that takes folks outside of the video, you might think, it’s better to put it at the end or it’s better to put it at the beginning.  We’ve actually found way higher conversion rates when we put it right at the middle.

Slide #20

And what happens next, you can use video in email in workflows in a really great way.  And I’m going to let Ryan take it over from here to tell us a little bit about that.

Slide #21

So we kind of blow this down into seven steps to help boost your conversions with your video emails.  On the left hand side, you see the four items in purple, which are really about some basic concepts. On the right, these are more advanced concepts.  So on the right, the precursor is that you would have a marketing automation system in place like Lead Liaison, it could be any of those systems. On the left, so these are the things you wanted to do and I’ll speak more about these shortly, but obviously, enable turnstile, like Margot mentioned.  The second thing is you want to have a good landing page tool that could be your CMS like WordPress, could be lead pages, on bounce, anything like that. The third thing is you want to have an email marketing system to send out your email. So it could be MailChimp, constant contact, of course, if you’re using marketing automation, you’re going to have email tools built into it.  And number four, you want to be able to trap engagement. You want to have a good visitor tracking system in place. You can really harness the power of marketing automation to do multiple things to again boost their conversions.

Slide # 21 and 22

So two important things, number one, you want to place the actual video on your website.  So Margot talked about, creating a thumbnail image of your video. And this is important. Basically, email client like Outlook and Google mail, they can’t run HTML and very rich JavaScript, just like your browser can.  So the email client is very different. So you want to put that video so you can use things like turnstile and more advanced tracking, put that on your website. So that’s number one, plays the video on your website. Number two, again, you want to have a good visitor tracking solution.  And you know, visitor tracking is pretty straightforward and easy to use and install. So if anybody is using like Google analytics, it can be installed the same way. You take a couple lines of JavaScript, you put it on your website, in the footer of your website, and then that begins to kind of kick in and do its magic which I’ll speak about in a second.  Usually a visitor tracking system starts around $250 per month, so pretty affordable.

Slide #22

Why do you want to do these things?  Really you want to track the engagement.  So Wistia provides some really amazing analytical tools to identify businesses and the conversions.  But when you have a visitor tracking system in place that allows you to do three things. Of course, you can track businesses that come to your site and watch the video.  You also contract people that come to your site. So even before they watch the video or enter their email that visitor tracking system can monitor what these people do. So the very first time they come to your website that that technology is tracking all of their behavior from cradle to grave.  And all these time, it’s building a very rich profile of that person. So we like to call that, at Lead Liaison, a digital DNA. So it’s kind of understanding their interest and things that they do before they even watch the video, when they watch the video, and after they watched the video. I think, as marketers, we tend to be very in-hammer with this open and clicks, but the more meaningful thing is what do they do when they were on the website.  How much of that video did they watch, how deep did they engaged, and where did they go after they watched the video. So a visitor tracking tool will basically help you track video engagement page views. When people download documents, so your brochures, whether it’s a restaurant menu, or a datasheet, whatever it is, on-site search terms, form submissions that people are clicking specific buttons or taking your call to action. You’re building that very rich profile of people.

Slide #23

So why is this important to really understand the buyer’s journey and what they do, and how does this help and who does it help really.  So let’s answer that question. It primarily helps two people, sales and marketing. So if you’re on this call, and if you’re in marketing, I’m very sure, at one point in your career, you thought to yourself, “Man, you know, I give a ton of leads over to my sales team, and they just don’t do anything with it.”  And if you’re on this call and you’re in sales, you probably think, “Boy, I really wish that marketing could give me better data, give me more qualified leads.” Well the good news is that, if you have visitor tracking and marketing automation, which is going to have visitor tracking built into it, there is kind of a happy media.  So as the marketer, you can help sales people with two things–better timing and then better insight. So when I say timing that tracking solution will help you understand when that person engages. So even though you sent out, for example, your video email, it could be two or three days later before they actually click that video thumbnail, and then watch the video, and then do other things after the video.  So you want to make sure you know when that happened so that sales can be notified of that activity. Also, as a sales person, its better invite. You now know what people care about, what their interests are, sort of like if you’re a car salesperson, right, it would be great to know when that person walked into the lot, what they were looking at on their computer, what kind of car they were interested in, what different features, things like that, and the sales person, when you go to engage, you want to know all of their interest, same concept.  The second benefit here is marketers have more data. So they can make better marketing decisions. And I’ll talk about that in a second.

Slide #24 and 25

The next thing that you obviously want to do, do you want to enable turnstile, so Margot talked about that, and as you do that, you are ready to send your video email.  And from my perspective, you got three options to do that. Option one, don’t have visitor tracking system and just use any email provider, again, constant contact, mailchimp.  You can still send your video email. But today, again, we’re talking about how do you boost your conversions right, how you get more out of it. So having that video in your email, you’re going to get that 21.52% click through rate that Margot mentioned, but how can we do more?  So option two, get a visitor tracking system in place, and use your email provider again, MailChimp, constant contact, but add some mail merge tokens in there. So in your links that you might have inside your email that points back to the video on your webpage, you can put certain parameters on the end of your link so that your visitor tracking solution will pick up that person and sort of build that profile that digital DNA of the individual.  And in option three, send that email with marketing automation. So any good marketing automation system is going to have a really good email tool inside of it to help you build and send your email. It is going to have the capabilities to build a landing page, and then also, it’s going to give you capabilities to implement advanced concepts.

Slide #26

Let me speak about what those advance concepts are.  Really it is about automation, and automation can help you achieve multiple things, but at the highest level, no marketing automation of the platform that can help you with lead qualification, help you with nurturing, and help you with retargeting.  if you’re not familiar with marketing automation, you definitely should be. So, I kind of like marketing automation to how CRM was 10 to 15 years ago. It is becoming very, very popular. Today, if you look at the company and they don’t have a CRM, you kind of scratch your head and you say, “Hey, why don’t you have a CRM?”  Marketing automation is really becoming the same way, and not necessarily a nice thing to have, it’s really a necessary thing to have. So why automation in general beneficial for companies and how can that help you convert more and boost your conversions? Well the data doesn’t lie. According to a new in this group, when you’re nurturing you’re shortening your sales like all by 23%, and you’re also generating bigger deal size, it’s like 47%.  The final point, which is a point by Gardner, they site that automating lead management can help you achieve a 10% or greater increase in revenue in a 6 to 9 months period.

Slide #27

So extremely compelling fact here, why wouldn’t you use marketing automation is really the question.  One capability of the marketing automation system to help you boost those conversion is, again, lead qualification.  So let’s put this into full perspective. You’ve got your video thumbnail, and find your email, people click through.  They click on that image that takes them to your website, on your landing page where they’ve got that full video. Well one click through happens, you can begin qualifying these leads.  And this is great for sales people. So here you see an example of how marketing is really, you know, they’re the producer and sales is the consumer. So marketing is helping to automatically qualify by doing what we call scoring and grading, and serve up these warm prospects to their sales team.  So you might be asking, well what’s the difference between the two? Not every marketing automation system offers both of these. Most of them provide scoring, but just to comment real quickly, scoring is a way to, it’s a number, you know, again, every system could be different, but it could be from zero to a thousand for example.  And it’s a way to identify how interested a prospect is in your services. So the more that they engage, the higher that number is going to be. So the way for you to identify engaged buyers and interested buyer, grading is really a way for you as a company to identify individuals that are ideal match for you. It’s about identifying your ideal buyer.  So in the B2B world, for example, is their job title, so the campaign VP, or are they in a certain geography of the world that would be a good match for you, and where your company does business. So that’s at all about being better at qualifying leads.

Slide #28

The next thing that marketing automation system can do is to help you nurture, and this is really where you’re going to see that boost in your conversions.  So I wanted to give you three tips, you know, tip number one, is nurture interested prospects, and just the simple fact that people are clicking through that video email, and clicking on the thumbnail, that means they’re interested.  You have to assume that. So they’re now taking action. They are engaging. And once they engage, you then want to nurture them a little bit more because they’re interested. So tip number one, don’t nurture random prospects or cold contacts.  Do it with interested people. Tip number two, it’s a really important concept. You know, people don’t just buy right away. Every business is different, but a current B2B to B2C, it typically takes 7 to 13 or more different touch points to generate your sales ready qualified leads, got it, 7 to 13 different touch points.  Again, B2B or B2C could be different. So the important thing, and I don’t know about you all, but you know, if I watch the video, and then I got 7 to 13 different emails, I’d be pulling out my hair and I might hate the company that’s communicating with me. So that’s not what it’s all about. It’s a misnomer that when you hear nurturing, it’s not just about email.  Once somebody watches your video email, and host it on Wistia, and they go through the video, you got to have a mechanism to then nurture them but not just through email. Use things like postcards, use handwritten letters, use text messaging, use different channels, right, so it’s about multichannel marketing. Don’t just be boring and send out, you know, consecutive email.  Switch it up a little bit, and today the advance marketing automation system can help you deliver multichannel nurturing. And then to kind of wrap this up, let’s just take a really simple example. Let’s say that your company offers three solutions, solution A, B, and C. And maybe you’ve got this video in your email, and it’s on solution B. When you send out your email and people watch that video, they click through, go to the landing page, don’t follow up and nurture them with information on solution A, you know, follow-up and engage in nurture them on solution B.  Again, we call that at Lead Liaison responsive marketing. So it’s having that conversation with the person at the right time with the right content. It’s no longer about blasting you know an email to ten thousand people. It’s about engaging, and again, being relevant at the right time.

Slide #29

The final point before I wrap up with some best practices is really retargeting.  I’ve spoken about a good visitor tracking solution to help you identify somebody’s interest and where they poke around on your website.  That’s important. I’ve also spoken about a good marketing automation system to make sure that you can nurture in a very relevant way at the right time. Let’s take the two concepts and put them together, take all that data, take the nurturing, and let’s use it in the right way.  So down the road, once you collected that data, let’s say for example, somebody watches your video on solution B, well maybe six months down the road, you have a new capability or a new feature for solution B. You should share it with everybody, but no longer are you going to blast it to you database of 10,000, 20,000, 30,000 people.  You can use your marketing automation platforms to hyper target people that had engaged with your video email. So when you know people have watched solution B already and they did that sometime in the last six months, send those people the update because the other people probably don’t care about it.

Slide #30

Retargeting is a way to take all that data, take the capabilities you have with marketing automation, and then hyper target those individuals with the right message.  Number one, I think it’s also a misnomer that people try to use video and email or nurturing just for prospects. It’s really about communicating with customers too. I’d encourage everybody on the phone to kind of think about pivot your pipeline, you know, or flip your phones or turn it upside down.  Marketing automation system, the really purpose built to nurture people better in the middle of the funnel or even at bottom of the funnel.

Slide #31

These video emails and marketing automation, it’s not just for prospects.  It’s about people in your funnel and your customers too. The second best practice here is when you’re creating your content, whether it’s your video itself, and Wistia does an excellent job with this, or your email, or your landing page, whatever it is, try to really think like a professor.

Slide #32

Make sure your content is educational.  Don’t provide a sales pitch. Don’t get up there and talk about your product and features.  Again, try to educate. It’s going to serve you well. The last point here is, and I think this is the beauty of Wistia and their ability to humanize communication is keep your emails free.  I’ll tell a really quick story. We have a client, you know, and they create this newsletter, and it really is eight pages long. You have to scroll from top to bottom. And inside the newsletter, they’ve got crazy things, it’s a car dealership.  And they’ve got things like recipes and just random things, you know. The beauty of putting video inside your email is that it can be short. Everybody on the phone call here today, probably have busy lives, you’re doing a million things, probably you have right now, but you want to, you know, people like small little communication bits, you know, small size.  So strip out all the text, replace it with a video, you’re going to be much more effective, take that extra step to record the video and put that in your email.


Q: What is the best way to get people to buy into using video and email, and is it worth taking the time to put forth that extra effort?  

A: Yes, absolutely.  It’s definitely worth that time. I would definitely say, put in that time  It doesn’t have to be this super overproduce, really intense video that you hired another agency out do or maybe you do and that’s great too, but you can start with a smaller, a little more personal video.  So somewhere where you can do that is in those webinar intro video. So for example, if you have a webinar that you’re going to do, pop on camera, you can actually do this right on a laptop or using your iPhone.  We actually have some really great information on making videos like this on our Wistia blogging library. So I highly recommend going to or and checking that out. It doesn’t have to be a giant video, you don’t have to put a ton of effort into it, just try it out and see how it works for you, and then go from there.

Q: Can you explain what turnstile is again?

A:  A turnstile is that lead generation form shows that right on your video. So you can do this by going into your Wistia account, and selecting turnstile, and you can make that copy, say whatever you like, and you can connect it to your MailChimp or whatever you use for email as well, and then of course, into Lead Liaison.  Okay, let’s see. What information can be collected in a turnstile, this is a question from Greg, and where does that collected information gets stored? So you can have your first name, last name or email in a turnstile right now, and you can pass that on to pretty much any email provider that you use, or you can download those into a CSV to use anywhere else. You’re using automation system or even visitor tracking, when people put in their information into the turnstile form that will automatically create a record in one of the systems for you so you shouldn’t have to do any exporting and importing things like that.

Q: What is the ideal length of videos?  

A: From Wistia’s end, we’ve seen videos do the best when they’re under two minutes long.  If you’re going to use video in email, I would definitely suggest starting at the 32nd mark, something like that, anywhere that’s under a minute.  Because if you use that timestamp in your email in the video thumbnail, folks will look at it and they’ll see, “Oh, 45 seconds, I have that, I’m out of time, no problem, I’ll go click it.  Whereas if you’re video is, let’s say three-minutes long, and they look at that, they’ll more likely to say, “Oh, three minutes. I don’t know, that seems like a lot of time. So I would just suggest start short and go from there. A minute or two is good, and I think the capabilities we’ve talked about today, you know, if you got, I mentioned you know, solution B, right.  So maybe you have that video on your landing page, don’t try to cram everything and find that video. Remember, you now have the capabilities to automatically trigger follow-up communication. So it could be something like instead of a 10-minute video, you could have five, two-minute video clips. So they watch the first video, and you know, more soon or something like that, and then you follow up with those additional video emails, and you can completely automate all that.  So you set up your campaign and let it run.

Q: Any tips for convince your boss strategy for adopting a marketing automation program, can you talked about that?

A:  It’s a lot easier if you are you the boss, but if you do need to convince your boss, you know I think you’d sit there and you kind of look at really two things.  Number one, you look at ROI. So every business is different. Again, it could be your chicken sandwiches like Margot talk about, or you’re selling 10, 50, 100 thousand dollar services.  So you know, if automation can again accelerate the sale or help make bigger purchases, remember those numbers, 47% larger purchases on average by the use of marketing automation. That’s really compelling.  So sit there and do the math based on your business. The second thing that I’d tell your boss is I would say that, you know, automation can help your company be more efficient. Now, that’s oftentimes a hard thing to measure and quantify, but if you can implement processes like this, that are automated that you can continue to reuse over and over, and through doing things like tracking your businesses and people that come to your website, that’s like adding a salesperson into your website.  Again, depending on your business, sales people are not inexpensive. So you’ve got a big expense there. But you’ve got huge efficiency gains in building an automation in your business. It helps your company be more efficient and be more process oriented, and that’s critical when you want to grow your business. You know, you can’t build a business off of a poor foundation. You got have a good foundation. So I’d say to sum that up, look at the ROI based on your business, and then number two, really looked at the efficiency gains through automation, and how do you quantify that.

Q: Should the video thumbnail take the readers to a landing page with a video with another content or just play the video?  

A: What you want you want to do is you want to take the video thumbnail which is that photo of what that video screen looks like with the play button and the timestamp, and put that in your email, and then link that out to either your website like Ryan was saying earlier, or to a landing page, or to your blog or wherever it is that that video may lift.  So that video is not going to play in the email itself. It’s going to link your audience to wherever that video lift. So it’s on a website, your landing page, or blog, your library, wherever it may lift. From there, you’re going to be able to track with Wistia, how do people watch that video, are they watching to a certain point, are they following up in a certain point, are they re-watching, maybe they’re confused about something in the video, or maybe they’re really interested about something in the video.  So you can get your analytics from that. Email clients, right, so when I say an email client, either things like, again, Google mail or Outlook or Lotus Notes, you know, whatever you’re using, many of them cannot play or run JavaScript right which is a coding language. So your browser is the client that really people should be using to watch your video, not the email client. There’s a big difference between the two. I think that really is a misunderstanding, you know, we have a ton of people come to us and, “Oh, we just want to put those video inside the email,” but that’s technologically not a great idea.  Some clients can play it, but for the most part, you’re safer and better off to get that additional tracking putting your video on your landing page.

Q: What are your findings on using animated .gifs in an email to tease a video instead of just a still image thumbnail?  

A: But you know, it’s hard to say when we haven’t the full AB test.  We’ve seen them do really well for us, and I know, I click on gifts when they’re coming at me from a different company email.  It’s just really engaging, it’s new, it’s different, it’s exciting, you can do a lot of really fun stuff with it. I would definitely say test it out.  See how it works for your company. We haven’t done a full AB test so I can’t really say, “Oh, for sure it works really well.” But you know, we’ve seen good things, and we might test it out soon.  So yeah, try it out.

Q: Can I use turnstile if I don’t have an email provider?  

A:  You definitely can, you can just download those emails into a CSV.  You can definitely try it out or you know you can try out a provider for free, like if there’s a free plan or, you know, definitely, the answer short is yes.  Hope you have travel insurance.

Q: Have you seen increase engagement based on the content of the thumbnail image?

A:  So people versus product versus text.  I would definitely say, Christopher, for us, human faces work best by far.  I can’t give you specific numbers because we haven’t—I don’t think we’ve done any AB tests although you can check me on that, and go to and see that we have—we definitely see that, putting a human face in there is going to be way better than text.  And I believe in the past better than product photos as well. It’s just more engaging, it’s more human, people want to see others smiling, excited, and it works best for us by far. We usually do photos of folks or video thumbnails of folks waving at the camera smiling or maybe they’re really excited something just happened and they’re like wow, but by far, human faces worked best for us.  

Q: How do you encourage more staff to be a part of videos who don’t feel comfortable in front of the camera or do you encourage one or two staff members to become regulars sharing information for your office?

A:  A lot of people don’t like being on camera.  It’s totally natural. It gets a little bit—it’s a little bit getting used to, mixed up my phrases there.  But actually, if you go to, we do have a blog post about how to work with folks on camera, how to make it easy for them.  We have a few best practices that we use. I would definitely recommend checking out. We generally just tell people shake it out, shake out their emotions, jump around, get silly, get weird, and then you know, that helps you get ready for the video.  We take a bunch of takes, so we don’t go all at once, and we also split up the script a little bit so folks feel more comfortable. Lots of different ways to do those. I would definitely check out that blog post. Okay, let’s see. And so I did mention that, and I don’t intend to lead with that always.  But just to comment, it is a full-featured platform that we do offer. I encourage you to check it out. You know, Jennifer, that is a deeper level of conversation, but you know, we’re not a public company. We are private company. So we tend to provide better service and cater more on, you know, to that mid-type company as opposed to just trying to focus on larger enterprises.  Also have some very unique capabilities in the platform. We tend to score really well when it comes to our automation capabilities. We’ve got some advance setting there, and then some cool ways, like I mentioned, to help you convert more people on your website.

Q: From your experience, is there a certain type of video that does better in emails than others?  

A: So, how to videos, humor, emotional, etc.  I’d say that we haven’t tested anything like that and I would say that it’s kind of difficult to tell because you’re just doing that video thumbnail, right.  The video thumbnail generally doesn’t tell you a lot about the content of the video. It’s an engaging piece for folks to want to click into that landing page or wherever it is that you put the video to watch it.  I would say in terms of the video thumbnail, if it’s something that is like overly funny, you know, it doesn’t do as well. We want folks to want to watch the video but we don’t want to make it ridiculous, because then people are like, wow does this really concern me, is this important.  So I would just say, you know, make that video thumbnail engaging, but don’t go over the top, if that helps. Just do one, you know, I think it’s a little bit of a paradigm shift, you know, people are not really used to putting video in emails, but I mentioned earlier, the best practice, try to keep it educational, but do that, but you know, be consistent in your communication for that. Give them something of value, and then, maybe not the first one is a good metric for you, but after you give them something of value and your following up with more video emails, whether it’s an automated way, or just one-by-one, that’s going to be the best thing for you to help drive engagement.

Q: Do turnstiles always require response or is there an option for someone to decline to answer the information and continue?  

A: There is a skip option on turnstile.  So if you want folks to be able to just get the turnstile and not have the option of not entering their email address, you can definitely do that.  I don’t recommend it, because then everyone will skip that, but I guess it does make it especially qualifying for the folks who do enter their email address.  That’s absolutely up to you.

Q: Have you used the skip option before, Ryan?

A: Yes we do.  We do offer that on certain videos.  We put a lot of our training videos on Wistia.  If you see on our website, we have explainer videos.  So we have used that, of course, depending on the video, but one other important point I want to make and not to highlight our capability too much here, but going back to how you can send your email.  You know, we’ve actually built in a feature inside Lead Liaison so that when you’re sending your video email, you obviously know who you’re sending it to through the marketing automation system. And when people click through that video thumbnail and go to your website, we know who that person is.  So there’s a built-in option to not actually show turnstile because you know that they’re engaging you know who it is, and we know that from the immediate, you know, click through on your video email. That’s an optional thing where you don’t have to offer that up to them in the turnstile. You can show it or the technology can just automatically hide it, you know, why ask them, why stop things, just keep the video going.  So that’s a feature inside our tracking system. It’s a great resource, and also really good reason to use Lead Liaison because if you know that person already, you don’t need their email address again. Showing them that turnstile is not the best user-experience for them. So if it’s someone that you already know, use that feature to hide that turnstile.

Q: Is it better to have the thumbnail take the reader to a webpage with just the video or one with the video plus other copy and maybe a registration form?  

A: Take that person from the email to a page with the video with other copy there with a registration form, perhaps, wherever it is that that video lives.  So whether it’s a landing page or it’s your blog post, and the video is just there to enhance the blog post, you can definitely do a page with just the video, but you want to go back and say, “What’s the point of this video?  What’s the CTA for the video? What do I want this person to do once they watch the video?” And from there, I would just take that video and put it where you want it to be. I think that’s subjective in terms of adding, you know, your text in your form.  If you are using a marketing automation platform, then you’re sending the email from the marketing automation system, you’re going to already know who that person is when they click the video thumbnail. So the cool thing is make it easy for the recipient.  So when that form loads up, if you choose to have a form, you can read through that form. So again, save them time. Maybe you don’t require them to enter their information in the turnstile video. Now they can watch the video performance, you know, 90% pre-filled with their information.  They just hit the enter button. So make it easy for people, simplify the process.

Q: When you test the effect of embedding a turnstile in the middle of the video, do you track what percentage of viewers simply build out of the video rather than enter their information?  

A: No, we don’t track that.  We just track the amount of folks who fill out that turnstile, and whether it works better in the middle, better in the beginning, better in the end.  I can, however pull up, just to clarify on that. I can pull up that test that we did. We wrote a blog post about it. I will tweet it right after this webinar using with the #WistiaCast so you get a little bit of a better idea on how that test worked.  I definitely am one of those people who wants to know everything about every test that’s absolutely me.

Interested in the Lead Liaison solutions you heard about during this webinar? Request a personalized domonstration of our capabilities here.

What NOT To Do When Creating Your Newsletter

The only good newsletter that I ever received was in 2008. I’m not kidding. At the bottom of the newsletter was an offer that simply said:

For the first 20 people to respond to this email, you will receive a pair of tickets to our suite at the next New England Patriots game.

I won, and the rest is history.

I remained a “fan” of that newsletter for about two years…mainly in hopes that I would see another offer hidden inside. Since then, I’ve received hundreds -no THOUSANDS – of newsletters with sources ranging from neighbors updating me on their extended families (sorry, I don’t care.) to vendors (boring… congrats you made a bunch of money last quarter… I don’t care.) to those trying to sell me on their brilliance.

The point is: nobody likes newsletters. Even people that signed up for them, and appear to have read your newsletter, probably didn’t read it. If you insist on periodic communication as part of your required role, please consider doing the following to make things a little more palatable to your audience:

  1. Offer them something of value (and no, we’re not talking about content). Perhaps it’s a contest, a game, a trial of your product, an invitation to meet for coffee… anything that gives a feeling that is warmer than a Christmas Fruitcake.
  2. Personalize the message. If you expect me to take the time to read your content, at least take the time to know who you are sending your information to. If I bought a car from you last month, please don’t send me information about how badly you need to sell me a car this month because it’s President’s Day (or any other lame, manufactured reason).
  3. Segment your messaging. If I have to read 3 pages of information to find the two sentences that I care about; I won’t do it. If you are lucky, I’m going to give you 16 words to win my interest. If you can’t do that; I’m very likely to unsubscribe from your messaging forever. If you can entice me to click on information, and then follow that up with a special offer, you just might have my interest for many months.

In summary, with marketing automation and other analytic capabilities that are available to you, you would be amiss to send a generic newsletter in today’s business world. Be creative, be fun, and focus on building emotion, not just throwing as much content onto as many people as possible. Reface your newsletter, and watch your results blossom. And if you are ready to see the many other ways marketing automation can help your business be BETTER, let us know. We’d love to give you a quick tour.

Why Your Marketing Automation Company Should Play Well With Others

Plays Well with OthersWhen you’re a kid, adults constantly remind you that it’s important that you play well with others. That lesson is important on into adulthood – people don’t like someone who is difficult to work with. This concept is also an important characteristic of your marketing automation platform. Ideally, you would want to do most of your marketing and sales work within your marketing automation platform (like sending emails, creating web forms, etc.). But what happens when you have a separate platform that you are required to use outside of your marketing automation system? Don’t let that work be lost or untrackable.

As a company who listens to it’s users, Lead Liaison prides itself on being flexible and adapting to current and relevant needs. We know that one of the most important integrations is the communication with your Client Relationship Manager (CRM). That’s why we integrate with many CRMs – our Salesforce integration being the most powerful. We also integrate with Microsoft Dynamics, Insightly, Base, and many more!

What about emails? We’ve got that covered – and then some. If you’re not going to be using our super-easy Email Marketing Tools (you really should, though!), we integrate with many email platforms. We also have built-in capabilities to track and provide real-time browser notifications for emails sent through Google Chrome (Gmail) or Outlook via our Send & Track feature.

CRMs and Email platforms are two very important areas of integration. But that’s certainly not all that we offer. Social media platforms, productivity tools, video hosting sites, payment gateways…you name it. We’ve got it covered. To see a full list of our integrations, click here.

To see our Press Release regarding Integrations, click here.

Interested in getting a demo of these powerful integrations? Click here.

The Most Important Email Marketing Elements For 2016 (Infographic)

This article was posted as a Guest Blog Post by our affiliates at 

Let’s get one thing straight: email marketing is not dead, nor is it dying. It is still one of the most effective means of generating leads and conversions for a business. The old ways may have died, but there are new elements rising into the spotlight that change how we look at our email campaigns.

Today I’ll share several of the email marketing elements you should be using in 2016, followed by an infographic filled with the latest strategies that you can implement into your next campaign.

Today’s Top Email Marketing Trends and Strategies (Infographic)

You should start by avoiding the most common email marketing mistakes. Now, let’s look at some of the most important elements in any modern strategy:

  • Marketing automation such as drip campaigns and triggered message series are becoming more important to manage and nurture leads.
  • Segmenting your email lists based on a variety of factors (such as whether they’ve purchased or not) will ensure that your emails are personalized and relevant to each category.
  • Provide timely and relevant communication that addresses their needs.
  • Offer exclusive content they can’t get any other way.

Email marketing is a powerful tool in the right hands. Check out the infographic below for a closer look at today’s top strategies and let us know how it helps you in the comments!How to Send out Emails Like a Professional

Common Mistakes with Email Marketing Campaigns and How to Fix Them

Common Mistakes with Email Marketing and How to Fix ThemOne of the best ways to utilize your marketing automation software is to engage leads directly through automated email marketing campaigns, tailored to gradually entice the lead through specific lead nurturing programs. Of course, the modern consumer receives an enormous amount of email every day, so you need to make sure that emails your marketing team sends out get noticed. Here are some common mistakes with email marketing campaigns, and some good ways to fix those problems.

Bad or Misdirected Content

If you have placed a lead in a lead nurturing campaign, then one of your most important struggles isn’t getting them to open the first email – it’s to get them to open all the ones that will follow that first one. It may seem obvious, but you need to ensure that all of the content you send to your leads is strong, readable and engaging, or else your leads may lose interest with your company before they reach a point where they are ready to buy.

A related problem is sending content that isn’t appropriate to the person receiving it. If your marketing automation has scored your lead as not yet interested in your product, don’t try to over pitch them. Your content should be informative, helpful and there to remind your leads that you’re out there, ready to assist them. However, if your lead looks like they might be ready to purchase your services, then make sure you’re ready with well written, compelling content that will convince them to buy!

Some marketing automation software, such as Lead Liaison, can even help you craft email marketing campaigns that target extremely specific demographics. Lead Liaison’s software can look through social media profiles to find information about your leads interests, which would let you, for example, send out a deal that was tied to a baseball event and specifically sent to baseball fans.

Email That Is Not Optimized For Mobile

Another common mistake in email marketing campaigns is failing to optimize for mobile devices. Mobile devices are quickly becoming one of the most common ways that consumers read their email, and if your emails are not optimized for mobile devices, it makes them that much more likely to be ignored. Make sure that any images you’ve included will scale appropriately, that your text displays in a readable size and font, and you’ll find your email marketing campaign will bring you much more success.

Ineffective Call To Action

The last common mistake in email marketing campaigns that you should keep track of is a sloppy or ineffective call to action. If your marketing automation software indicates that your emails are being read but you are seeing poor conversion rates, then the problem could lie with your call to action. Using strong action words, such as buy, click, or register and making sure any images you use have bright colors with high contrast can help make your call to action more effective.

Learn about more ways to make your email marketing campaign, and other marketing automation strategies, more effective at Lead Liaison’s marketing automation resource blog.

How our Company Saved $9,618 on our Mailchimp Email Campaign – Get More out of Email Marketing

Get More out of Email Marketing

Get More out of Email MarketingOur company recently sent an email campaign the “old school way” to see how difficult and costly it would be compared to sending the email campaign and complement the strategy with Lead Liaison. We wanted to empathize with the 100s of thousands of companies that spend money on email marketing but aren’t equipped with the full software solution to turn their salespeople into “happy heroes”. Companies think they’re saving money by going with email service providers like Mailchimp or Constant Contact, when they end up spending way more than they anticipated in the end without having software that fosters sales efficiency. In this post we explain how to get more out of email marketing. Lets unfold what we did.

In this exercise, we sent out an email to 17,000 contacts. Although Lead Liaison has a powerful email marketing component to the platform, we wanted to act like most businesses and signed up for Mailchimp. The campaign was a huge success and cultivated the average click-throughs (2.2%) in the software and web application industry. That’s 374 people that clicked at least one link in our email campaign. Now, most businesses would send that list of click-throughs to their sales team and ask them to follow up. Let’s look at the investment required to properly follow up with these 374 “leads”:

  1. 374 people clicked a link.
  2. Consider an average time of 20 minutes for each rep to research the lead, contact them, add reminders in their CRM, follow up, etc. It’s probably more, but we’ll be conservative here.
  3. 374 people x 20 minutes = 7,480 minutes = 125 hours spent chasing these leads.
  4. We all know salespeople are the most expensive resource in a company. The average fully burdened cost of a software salesperson is $175,000 per year. $175,000 / 2,080 business hours in a year = $84 per hour.
  5. 125 hours x $84 per hour = $10,500 spent following up with these leads.

Yep, that’s right…a typical company would spend over $10,000 on their email campaign. These companies might be looking for some cost savings as a Mailchimp subscription at this contact level is $150 for the month; however, they end up spending a lot more in operational costs. It’s important to look at the total cost of the campaign, from the price of the software to deliver the campaign through the follow up. The problem with this type of traditional approach to email marketing is that the marketing person has to invest more time (and ultimately the company’s money), extracting data from Mailchimp, parsing data to determine which reps should get each lead, and delivering data to them. Now, let’s look at how we saved 92% of that investment, or $9,618, by using Lead Liaison for sales efficiency.

Instead of following up with everyone that clicked a link in an email, we used Lead Liaison to take care of all our tracking, lead qualification and lead distribution. It took us 20 minutes to set things up before sending our campaign through Mailchimp. We spent 5 minutes adding a tracking token to the end of each of our links inside the Mailchimp Campaign. Then we spent 15 minutes setting up a Workflow that ran for two weeks following the launch of our email campaign. In our Workflow we told the system to look for:

  • new leads from email marketing with
  • website activity after the date we launched the campaign
  • with a lead score more than 30

With these rules we could automatically distribute warm leads to our sales team, based on territory, round robin, or sales rep performance. The lead is then automatically synced into our CRM and the salesperson gets a task reminder to follow up. The sales team is a lot happier as they’re focusing on qualified leads and don’t have to bother with data entry. Lets look at the numbers:

  1. 21 hot leads were generated that met the above criteria
  2. The reps were able to spend more quality time (30 minutes per lead) on each prospect as they knew their prep and research would be more meaningful with higher quality leads. Reps used Lead Liaison to see what the person looked at after they clicked the link in the email and how many other times they visited our website. Reps could see all kinds of digital behavior like when they played our video explainer, visited our pricing page, and more.
  3. 21 hot leads x 30 minutes per lead = 10.5 hours spent chasing hot leads
  4. At $84 per hour, that’s $882.
  5. Compared to $10,500 for the “traditional” approach to following up to an email campaign, our company saved 92%, or $9,618, had a happier sales and marketing team, kept all the data in the system, and saved time not having to export or lose data.

That’s a pretty compelling ROI. Even if we didn’t invest the 15 minutes setting up the Workflow in Lead Liaison, we could have used our visitor tracking solution for the period of our campaign, filter out Known Leads (people with an email) with an Original Lead Source of Email Marketing, and sort by Lead Score. The website visitor tracking view displays businesses visiting our website in real-time and tracks activity across all our marketing channels. We could have easily clicked the “Hits” column to see what pages people viewed during their visit and how many times they visited our website since the campaign ran.

website visitor traffic

We hope you try a modern approach to email marketing and connect email to web using Lead Liaison to get more out of email marketing.

When Building an Email List, Don’t Buy!

When Building an Email List, Don’t Buy!Building an email list takes time. We all know this, yet something about the allure of buying emails and trying to “beat the system” captures the attention of many companies. It may seem at first that buying an email list is a great workaround – saving you from having to build a list organically and expend money and effort into lead gen – but at the end of the day, buying lists for sale could be hurting you more than helping you.

If you’re a company that’s built an email list via direct list purchasing, why should you stop doing this – and better yet, what can you do to get that legit list you’re looking for without a lot of legwork?


Building an Email List Organically – Stop Buying!

The minute you buy a list and execute emails to that list, you’re sending spam. Why is this? Well, 100% of the list subscribers you just purchased opted in somewhere else. They never agreed to receive promotions from your particular company.

Any legit email service provider (ESP) is going to ask for your address and company information to comply with CAN-SPAM regulations. Additionally, your ESP should confirm that you built your opt-in organically to decrease the chance of spam. If your list isn’t organic, your ESP may shut down your campaigns and bounce you even after your first list send. If you’re in this situation and you just paid for an email list, you’re now out the new customers AND a way to send your emails. No bueno!

How Can You Build a List Organically?

For starters, you should be prepared to offer great content. A top of the funnel activity such as a blog post, a free offer like a white paper or an instructional video offers opportunities for you to build organic traffic and get customers engaged with you. The free, useful content you offer is bait and will also help you succeed organically – particularly if you use things your customers are searching for as the title of your videos or blog posts. For example, if you’re a financial planner you may use something general such as “what is financial planning?” that has a high search volume as your post or video title.

Once users take the bait, they’ll see an opportunity to download a whitepaper from you. Ask for their email address to get the whitepaper – and voila, you now have their email and can advertise to them again and again without spamming. Create several funnels and opportunities like this based on the different services you provide, or different topically separated content offerings on your site.

Want more info on how to build your list organically? Lead Liaison can help! We’ll assist you in rethinking your funnels, building out new campaigns and measuring them today. Let’s chat!