5 Tips to Improve Your Email Marketing

Despite what many bloggers may say, we can confirm here at Corrao Group that email marketing, in fact, is not dead- it’s actually growing. According to the The Radicati Group, worldwide will top 3 billion users by 2020. Not only is email marketing growing, but also it delivers the highest ROI over SEO, SEM, and content marketing (Econsultancy)

This just means it is going to get harder and harder to grab ahold of your audience’s attention. This means your email marketing strategy is going to become a critical key in how you run build your marketing campaigns. Let’s take a look at what email strategies you can start implementing today:

Tips to Improve Your Email Marketing

  1. Segment your list

Segmenting your lists allows you to send emails that are more targeted to your audience. Not only does it allow you to be more target, but segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)

Here are some ways to segment your lists:

By Sales/Marketing Funnel – New Leads need to receive different content then a contact that is about to make a purchase. Segmenting by what stage they are in your journey will allow you to help them move through the journey

By Location – This allows you to send content for events or store locations to people who actually live in that area

By Industry: Different industries have different needs and wants. You also can tailor different customer stories to people in those industries

  1. Personalize your emails

Personalizing your emails is proven to work. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1%  without any personalization in 2016. (Source: Statista 2016)

Here are some way to personalize your emails:

Gather accurate data from your audience: The only way to personalize emails is by having the correct data. Some data fields to get:

  • First Name
  • Email
  • Interest
  • Source
  • Location

Dynamic Content: Sending the right content to your consumer based on the data you have acquired on this. This allows you to create one email that dynamically displays the content your audience wants to see

Merge Tags – Bring information you have on your client into the email like first name, company name,etc

  1. Test when to send your email

Do not send your email at the same time every week. Test to see when your audience is opening your emails and engaging with them. You want your message to get your target at the optimal time that they will read it. According to SeoPressor, the best day to send your email is on tuesday and the best time during the day is from 9-11am.

  1. A/B Testing

At the end of the day opens and click throughs are what you looking for with your email strategy. A little tweak to a subject line or a call to action could make a difference to your bottom line. When A/B testing remember to only make one little change at a time so you can quantify what is actually making that change. Here are some parts on your email you can A/B:

  • Subject Line
  • Call to actions
  • Personalizations  (Hi There vs. Hi John)
  • Sender ( Marketing@company.com vs. John@company.com)
  • Images
  • Offers ( Free Trial vs. 10% off)
  1. Automations

Setting up automations can save a whole lot of time for you while increasing your customer lifetime value and increasing conversions. By setting up lead nurturing campaigns and other marketing campaigns, you could have personalized email on autopilot with different stages and/or events triggering them. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (CMO.com) and Businesses that use marketing automation to nurture prospects see a 451% increase in qualified leads (The Annuitas Group).

Here are some ideas for marketing automation campaigns you can be running:

  1. Welcome Series triggered from a blog subscriptions or account creations
  2. Abandoned Cart Series triggered when customer leaves the shopping cart without buying
  3. Gated Content download triggered email

Pardot Webinar: How Corrao Group Boosted Sales by 40.3% for Avalon Shutters

Corrao Group invites you to join us for our free webinar hosted by our CEO Jack Corrao on May 22nd 11am PST. For this webinar, we have put together an in-depth case study examining one of our manufacturing clients, Avalon Shutters, and the process behind how we helped them optimize Pardot to achieve the following results:

  • increased email CTR’s to 30.7%
  • aligned internal Sales, Marketing, and Operational teams
  • uncovered and implemented a new revenue source
  • set up email automation for long-term success

This 1 hour presentation will reveal how we generate success for our clients every day while maintaining the professionalism of being a Salesforce Silver Certified Partner. Enroll Today!

Corrao Group Family Tree – New Website Launch 2017

 

The Corrao Group Legacy

What is the definition of a family? To the Corrao Group, this means more than just blood relation. “We run our company like a family and our customers like our extended family” says CEO Jack Corrao.

Jack has spent collectively 35 years in both the public and private sectors, and 15 years running his own business allowing him to fully understand what universal truths that impact businesses the most, ultimately giving him the competitive edge over most Certified Salesforce Consulting Partners.

Realistically, not many businesses have the roots required to withstand the harsh, fast-paced, ever-changing environment quite like the Corrao Group does. With their headquarters located in historic Sorrento Valley, this national consulting firm has persevered through 15 years of the elements serving 720+ clients and completing 1300+ projects and counting. They have adjusted to the turn of the century with the emergence of Web 2.0, thrived through the economic recession of 2008, and continue to lead by example, delivering business management best-practices for their clients each and every day.

While Corrao Group has undergone a series of transformations, some underlying themes remain deeply rooted throughout the years, such as their dedication to giving back to the community.  

In addition to donating to local schools in the community, the Corrao Group also hosts office space to ENF, who help children with cancer get the products and services needed when finances fall short.  They understand with great success comes great responsibility so they adopt the practice of goodwill into their daily lives, serving the community in which they live.

Image result for pruning apple trees

What’s their secret to longevity?

We take the time to listen to our customers,” says Jack Corrao II, “It’s this 15-year dedication to our client relationships that sets us apart from most (business) partners.

The Corrao Group has demonstrated time and time again their dedication to their main goal – solving the issues that keep business owners awake at night.

From conducting Quarterly Business Reviews (QBRs) to defining company-wide KPI’s, from addressing business strengths and weaknesses, to teaching successful operations practices, Corrao Group has proven their passion for internal growth since they were founded in 2002.  They even ventured so far as to create their own SaaS – EZ-AR – to solve their client’s common issues surrounding Accounts Receivable and invoicing.

Unlike most consulting firms, “We don’t sell anything we don’t use”  explains Jack Corrao II. No product or service will be recommended to clients if the Corrao Group hasn’t implemented and scaled it successfully on their own.  Because of this, the Corrao Group has gained a reputation in the industry for taking products and applying them in new and innovative ways, essentially breathing new life into businesses and their products.  

This is also what makes them such great marketers for their clients. On top of building a deeply-rooted yet flexible company foundation, the Corrao Group has a secret weapon – attention to detail.  Seeing as how most clients tend to overlook and prioritize assets as they see fit, Corrao Group has managed to make large scale differences with minor yet critical optimizations.

Lastly, what truly separates Corrao Group from the competition is their faith in the nurturing -or pruning- phase of the business lifecycle.  No matter where your business may lie along its journey, the Corrao Group understands the sometimes tedious yet necessary steps required to advance to the next stage. They are able to provide a purely objective outsider assessment without putting your business’s security at risk. With 15 years of business consultation experience under their belts, they function as the best business partner you never had.

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Why now?

As the Corrao group celebrates 15 years of serving its clients, they are also celebrating their new and improved website with a timely refresh of branding and service updates. Corrao Group is extending an olive branch to large scale companies that are now abandoning outdated business procedures and sluggish development processes for the adoption of newer technologies and internal operations software.  Corrao Group has produced and reproduced success by implementing a number of strategies and applying products with their current clients at a growth rate worth sharing.  The Corrao Group is now promoting their abilities to scale and meet the heightened demands of the industry- all starting with yours.

The Corrao Group promise: To nurture and grow your business no matter what state in the business lifecycle process so that you are positioned for sustainable success and long term growth.

*UPDATED* Services / Products Available:

    • Free Quarterly Business Reviews
    • Salesforce Custom Implementation
    • Salesforce platform Optimization & Expansion
    • Pardot Custom Implementation
    • Pardot QuickStarts
    • Salesforce Engage Implementation
    • Remote Admin Support
    • Marketing Cloud (NEW)
    • Marketing Service Agreements (NEW)
    • Lead Gen, Content Creation, Email Marketing, and CRO (NEW)
    • Salesforce Service Agreements (NEW)
    • Platform Service Agreements (NEW)

5 Reasons To Go Professional with Pardot

With paid technology such as Pardot comes the need for ROI in order to continue using the tool. Pardot has three different editions: Standard, Professional, and Ultimate. Whether you’ve already purchased Pardot Standard edition, or are looking for insight into which edition to purchase, look no further. Pardot Professional edition has 5 very convincing features that your team can use to optimize your ROI.

1. Advanced Dynamic Content

By capturing important data points inside of Pardot, you can personalize your content to your prospects. According to Aberdeen, personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Using Pardot’s advanced dynamic content, you can put the right content in front of the right prospects based on what information you’ve already collected about them. You can also use dynamic content on your website to personalize your prospects entire web experience with custom landing pages and forms.

Benefits:

  • Personalized content sent based on your defined prospect segments
  • Reduces time spent and manual errors when drafting/creating emails

2. Email A/B Testing

What subject line will cause the best click-through-rate? Which call to actions are driving more conversions?  Well, you can easily have all these answers provided to you with Pardot’s A/B testing capabilities. Email A/B Testing allows you to change various elements of your email, segment your audiences into various lists, and see all the data results directly in the program. Additional testing features include splitting a small portion of an audience, conducting an A/B test, and distributing the winning email to the rest of the remaining audience.

Benefits:

  • Increase in Open Rate and Click-Through-Rate of emails
  • Deeper understanding of your prospect’s, and more so your targeted industries’ needs/interests

Pardot A/B testing

3. Email Rendering & Preview Analysis

It’s common knowledge that everyone looks at their emails on different web browsers and devices. Pardot’s Email Rendering function allows you to see how your emails look like in multiple different browsers and from multiple different devices to allow you to optimize your own emails straight from the Pardot platform. An additional perk – Spam Analysis – tests your email against the top spam filters and provides you with recommendations if your email is at risk of triggering the filters.

Benefits:

  • Optimize emails for various browsers & devices
  • Bypass email spam filters

Pardot Email rendering

4. Live Chat Support

Ever get stuck with a service issue and end up waiting days, sometimes even weeks to get it resolved? With Pardot Professional edition, they provide live chat support in order to get your problem resolved and your day back on track. Their knowledgeable chat agents will answer any Pardot related questions within minutes so you can leave the major problem solving to Pardot professionals. Don’t worry if you wake up in the middle of the night with a Pardot question, their chat support is open 24 hours a day, Monday through Friday.

Benefits:

  • Solve any Pardot complications that may arise in a both timely and professional manner
  • Get responsive support 24 hours a day, 5 days a week from knowledgeable Pardot experts

Pardot Clark Chat Support

5. Marketing Calendar

No matter what the size, it’s vital for your marketing team to have a high-level overview of everything going on within their marketing automation system. This marketing calendar allows Pardot users to see past, present, and scheduled emails, social posts, webinars, events all in one calendar.

Benefits:

  • Unified marketing team
  • No more overlapping of planned marketing efforts

Pardot Marketing Calendar

Boost ROI by 1,281% with a Business Process-Driven CRM

Yes, that number is actually 1,281%, and what’s even more shocking might be how this leading B2B telemarketing agency accomplished this ROI boost in just three months¹.

Studies predict that 70% of successful digital business models will be structured on unstable processes that should be shifting with the needs of their customers². The goal is to be in the 30% of businesses that are predicted to have stable processes and in order to do that, we must adapt to our customers’ needs.

CRM software can help fill in any holes within a business process, upgrade existing ones, and open doors to superior processes. Manual business processes can lead to abandoned process steps, which can ultimately lead to lost deals and a decrease in prospect and customer loyalty. Process analysis and unprecedented ideas are suppressed due to the lack of tools within a manual process. Enter CRM software, which includes business process management as a key attribute.

Why should you make the change and utilize a business process-driven CRM? They can be expensive, you need an expert to successfully implement, etc. and, again, yes, they can be expensive, but take the average ROI growth of 53% with Salesforce CRM, and in two years the system pays for itself. Yes, you should leverage an expert CRM implementer as they open up new doors and processes for you. You wouldn’t buy a gym membership and decline training sessions, would you? If so, a few months later you might be saying to yourself, “Wow, I really wish I knew of this sooner.”

The bottom line is, as businesses, we can’t stop growing. New goals, technology, and adjustments in our business environment force us to adapt in order to be successful. As the digital world is shifting from manual processes to automated ones, using a business process-driven CRM is the first step.

If you would like to learn more about choosing the right CRM, or anything Salesforce related, please fill out the form below.

Sources:

¹Finding Lost Sales Revenue: It’s all about the process

²Gartner: Rethinking how to respond to change

Migration Guide: Making the Transition from HubSpot to Pardot

Marketing Automation Software has seen explosive growth in the past few years; showing a 451% increase in qualified leads, 14.5% increase in Sales productivity, and a 12.2% decrease in Marketing overhead (MarketingProfs). For Salesforce users, the best Marketing Automation Software is Pardot. Investing time and money in solutions that do not allow for seamless integration, smooth usability, and more holistic reporting of a customer’s experience will hinder your ability to outperform your competition, and for many, that means transitioning from Hubspot to Pardot.  Pardot has the premier integration with Salesforce, the CRM leader (G2 Crowd), which allows for optimal performance, scalability, and reporting.

Pardot’s focus on essential Marketing features allows Salesforce to focus on what it does best, without overlapping features which would make the user pay more for two systems that carry out similar functionality. The best Marketing Automation Softwares should focus on what it does best, automating customized engagement with prospects and customers while providing detailed reports rich with data to optimize your Marketing efforts. They integrate with the best of breed software (CRMs, blog sites, web conferencing, etc.) to avoid competing with these premier services by providing a watered down version of them.

Making the migration from HubSpot to Pardot can be complicated, or it can be extremely simple. We’ve created a guide to help you define what’s involved in the migration process, includes tips and tricks along the way. Please fill out the form to request your migration guide today!

Pardot’s New Versioning and Program Locking Features

New Features Added to Pardot’s Engagement Studio

Just before Halloween, Pardot announced two new features for Engagement Studio. Engagement Studio is an interactive and aesthetically pleasing way to nurture prospects, partners, legacy customers and more. According to Pardot, these two new features “come highly requested by Pardot users.” Let’s dive deeper into these exciting new features.

Versioning

Versioning is a new tool that is intended to help Engagement Studio users better understand how changes made to their programs impact their results. Any changes to program steps will be recorded as a new program ‘version’ and each version will have a unique name. A history of the versions, as well as the date and times of the starts and pauses, will be recorded in the new Activities tab (found next to the ‘Build,’ ‘Test,’ and ‘Report’ tabs), making it easy to understand when a program was edited.

Versioning

This enables users to easily tweak the steps in their program (change an existing Rule to a different Rule, Action to Action, and Trigger to Trigger) within existing program flow.

Engagement Studio’s reporting has also been updated to display version-specific stats on the Report Cards. Only steps that were edited will be shown in these statistics.

Program Locking

Before Program Locking, multiple users could edit Engagement Studio programs at the same time, making it possible for edits to be overwritten or lost in the process. This new feature prevents multiple users from editing a program at the same time.

Now when a user goes to edit an Engagement Studio program, it will be locked. All other users will see a lock icon in the main Engagement Studio table next to the program name. If they click into the program, they will see [LOCKED] in the program name and will be unable to edit any of the steps within the program. Users will still be able to look at the program’s steps in a read-only mode.

Locking

Locking makes it easy to identify which Engagement Studio programs are currently being edited. Administrators have the option to override a locked program if needed, just like a locked email template in Pardot.  

6 “Best of Breed” Platforms To Draw Visitors To Your Pardot Marketing Funnel

For your marketing funnel, Pardot is a powerful B2B marketing automation machine that works 24-7-365 to increase the velocity of your funnel with incredible synergy with Salesforce. The software is attractive to organizations everywhere because of its ability to engage better than anything else, but there are ways for users to really ramp up their results using supplementary marketing programs.

If you combine Pardot with these six top of the funnel (Awareness Phase) tools, you can save time and see a substantial boost to your marketing efforts!

Marketing Funnel
The Network Is Your Customer,” by David Rogers (Yale University Press, 2011)

 Website Management/Blogging with WordPress

26% of websites are run on WordPress. WordPress is a free, simple, open format content management system (CMS) and is ranked as the top blogging platform. Pardot allows you to securely upload dynamic content and forms to your self-hosted WordPress website with a single log-in. You can easily attract visitors with a personalized blog experience relevant to their interests and convert them to prospects in a streamlined process.

Learn more about WordPress

blog rankings
WordPress ranked #1 for blogging platform

 

SEO/Content Optimization with Yoast SEO

Yoast is rated the #1 SEO plug-in on WordPress with over 1 million installations. Yoast offers real-time page analysis to help you optimize your content, keywords, meta-descriptions and image titles. Combine this with the search marketing and keyword tracking features in Pardot and you have supercharged your SEO!

 

Social Media Management with Hootsuite

Hootsuite is the world’s most popular social media management tool. Hootsuite acts as a hub for your different accounts and has some amazing features like scheduling posts, social listening, analytics, and social monitoring. Use custom redirects, dynamic content, and landing page links from Pardot on your posts via Hootsuite to track clicks and prospects.

Event Management with Eventbrite

pardot and eventbrite

Eventbrite is the ultimate place to create and promote an event online and sell tickets. It allows users to discover events that match their interests, social circle, and location. Pardot syncs with Eventbrite to provide reporting on event registrations and attendance inside Pardot. Event Registries automatically are scored and new prospects are created upon registration.

Learn how Eventbrite connects with Pardot here

Analytics with Wave Analytics for B2B Marketing 

Wave for B2B Marketing

Salesforce Wave Analytics allows users to maximize marketing and sales efforts through better understanding their audience’s behavior. The interface allows for users to easily get clear insights into past and current marketing performance. Wave pulls data in from Pardot to give a complete picture on how to optimize your marketing efforts and make marketing decisions based on actionable data.

Learn more about Wave B2B Analytics here!

Paid Advertising with Google Adwords

Adwords and Pardot

 

Google AdWords lets you target specific types of customers on the world’s largest search engine. In other words, using Google AdWords enables lead generation to a targeted audience. The Pardot Google AdWords Connector ties cost data from AdWords to opportunity data from Pardot to determine your true cost-per-qualified-lead and search engine marketing ROI.

Learn how Google Adwords connects with Pardot here!

 

Pardot New Feature Update – December

 

Check out what’s new in Pardot this month.

 

Two New Automation Criteria

New criteria available for Automation Rules, Segmentation Rules and Dynamic Lists

Pardot Automation Criteria Update

 

Engagement Studio Updates

Versioning is a new tool that is intended to help Engagement Studio users better understand how changes made to their programs impact their results. Any changes to program steps will be recorded as a new program ‘version’ and each version will have a unique name. A history of the versions, as well as the date and times of the starts and pauses, will be recorded in the new Activities tab (found next to the ‘Build,’ ‘Test,’ and ‘Report’ tabs), making it easy to understand when a program was edited.

Pardot Engagement Studio Versioning

Open a Report Card to compare historical results of different versions within each step.

 

Wave for B2B Marketing

Dive deeper into your data, get insights into your marketing performance, and quickly take data-driven actions. Wave for B2B Marketing allows the data-driven marketer to:

  1. Combine Marketing and Sales data in one place
  2. Know your Marketing campaign ROI and impact on Sales revenue
  3. Easily share insights with your team from anywhere

Wave for B2B syncing

 

Assigned User Variable Tags

Assigned user variable tags

 

Prospects Not in Salesforce Filter Update

Salesforce feature

 

Allow Multiple Prospects with the Same Email Address

Allow Multiple Prospects with the Same Email Addre

Salesforce Engage Product

 

Salesforce Engage Product & Service Notification

  1. Any Pardot admin can update points of contact.
  2. Any Pardot user type can be designated as a point of contact.
  3. A point of contact cannot be empty. Users listed as a point of contact cannot be deleted. Reassign before deleting the user.
  4. Notifications can only have one user listed as a point of contact. To send a notification to multiple recipients, create a Pardot user with a distribution list email address.