• EMAIL MARKETING SERVICES
• CUSTOM EMAIL TEMPLATE DESIGN
• EMAIL CAMPAIGN DESIGN
• EMAIL COPYWRITING
• EMAIL DELIVERABILITY SERVICES
• MARKETING AUTOMATION SERVICES
• MARKETING AUTOMATION AUDIT
• MOBILE OPTIMIZED EMAIL

Marketing Automation Services

Beasley is well versed on executing emails on sending platforms including Marketo, Pardot and ExactTarget (Salesforce Marketing Cloud), Act-On, and Silverpop (IBM Marketing Cloud). As part of our email and marketing operations services we can work seamlessly within your existing platform, or help you choose and get set up on a new platform including loading your data, setting up subscriber preferences, lead scoring, engagement engines, building complex nurture funnels, revenue engines, creating email templates, and integrating email marketing software with your CRM or sales automation system.

We are experts at Saleforce.com and will make sure your lead data is properly mapped to Salesforce, and lead scoring is implemented for Sales. We also can work within Salesforce for data cleanup, lead assignments, reporting dashboards, and content portals.

We offer ad hoc email marketing staffing and services in which we create your emails and load your lists for transmission internally on your platform. At client request, we can play the role of your email sending staff or place a contract email developer at your facility to help strategize and implement the email campaign calendar. In short, we can do whatever it takes to get your email delivered without a hitch.

Beasley Direct and Online Marketing can you help you on the following email and marketing automation platforms:

Marketo is a robust B2B marketing automation platform which hosts your email campaigns and landing pages and allows for complex lead scoring and nurturing. Our email programmers are Marketo Certified Experts.

SalesForce Marketing Cloud (Pardot/ExactTarget) ExactTarget is email marketing software within the SalesForce Marketing Cloud used primarily for consumer email campaign management. Beasley is an ExactTarget Silver Partner. We are also experts in AMPscript, a proprietary ExactTarget scripting language that can be embedded within HTML emails, text emails, landing pages, and SMS messages. The system processes the script at the point where you include it in the message to render content on a subscriber-by-subscriber basis. This allows for highly personalized email messages that populate relevant data based on the subscriber’s preferences and behavior.

Pardot is the SalesForce Marketing Cloud solution for B2B which allows for lead scoring, nurture paths, detailed lead reporting and account mapping.

Act-On is a marketing automation solution designed to meet the needs of the small and mid-sized business, and the smaller marketing teams often working inside big enterprises. The Act-On platform is loaded with powerful cutting-edge capabilities, and we can help you implement Act-On in days rather than weeks. We can also help you integrate with other tools and your sales or customer automation platforms.

Silverpop (IBM Marketing Cloud) provides flexible email marketing services used by both B2B and B2C companies. It includes an email sending service, behavior marketing, and marketing automation platform.

Need help choosing a service? We’ll be happy to advise you. The biggest factor is the level of personalization, data integration and dynamic content required. For B2B, lead scoring and nurturing capabilities are also important features we’ll help you evaluate.

SPECIAL OFFER:
Get a Free Reverse Sales Funnel Analysis!

Where do I start with Beasley Direct and Online Marketing? They provided the exact services I needed to run my Pardot marketing automation systems, ensuring a smooth integration with Salesforce. They are very technically astute and also strategic. I enjoyed collaborating at all levels, and they are easy to work with at all times. During my time working with Beasley they accorded me with respect and diligence at their duties. I will certainly recommend their services to any organization seeking a new innovative way of managing their Salesforce systems.

— Kaycee Uzougbo, Director of Digital Innovation, Centric Software

The post Marketing Automation Services appeared first on Beasley Direct and Online Marketing.

HEAT Software had eGuides and white papers they wanted to promote, however their off-the-shelf Marketo email template seemed a little choppy in the presentation of the offer.  And, it didn’t contribute to a consistent representation of the HEAT Software brand as it was presented on their website.

Their existing Marketo template also was not programmed to be mobile responsive, which they were sure was suppressing their response rates. They tasked Beasley Direct and Online Marketing, Inc., to re-design their Marketo template for a better brand presentation and mobile responsive design.

The original Marketo email template.

Re-Designing the Email Template for Mobile Responsive Design

Our new creative strived to solve several problems at once:

1. We introduced better use of subject line and pre-header copy.
2. A new hero image style was suggested, to be eye-catching but not so large that the size would be an obstacle to reading the copy in Outlook if images are blocked.
3. The new email format was mobile-responsive and designed to be easy to skim and respond. The desktop was 700 pixels wide to fit nicely on any desktop, and re-sized to 320 pixels, and shifted the right column down on mobile.
4. Copy direction drove readers to each offer, and multiple clickable graphics and text links to get the downloadable eGuide or white paper offer.
5. The overall structure used the HEAT Software brand’s distinctive red color in a consistent manner across emails and their landing pages.

The new Marketo email template in both desktop
and mobile sizes.

Template Design and Blocked Images

We also made sure that the headline was HTML text, and in fact all of the copy on the email is HTML text, so it can be viewed in Outlook when images are blocked. It’s tempting to think that if you’re designing your emails to be mobile responsive, you’ve solved all of your email creative problems. However, when you’re doing B2B email marketing you still have to worry about one thing:  Outlook.  Outlook blocks images by default. So if your email is primarily images or text within images, it won’t be readable until someone downloads the images — which will be a small percentage of people as they’re skimming emails.

Images are blocked by default on Outlook, which is the browser a high proportion of B2B emails will be viewed on.
Source: The Ultimate Guide to Email Image Blocking, by Lauren Smith

To be compatible with Outlook, we suggest you use images to complement your copy and add visual interest to the email, but make them small enough so it is not blocking the ability of your reader to see the text with images off.

The Registration and Thank You Pages Carried the Visual Theme Through to the End

The registration page was designed to carry the same visual theme as the email, so no one would feel visually lost when they landed on it. It quickly repeated the eGuide offer and benefit for reading it.  The registration page was designed to keep the registration fields within the first scroll on mobile. You’ll notice that the benefit copy shifted to the bottom of the mobile email.  We did this using @media commands,  to keep the registration fields up high on someone’s phone, and the benefit copy was there if they wanted to scroll down to learn more.

The new Marketo registration page in both desktop and mobile sizes.

The Thank You Page

The Thank You page carried the same visual theme through to the end, and made it easy to download the requested asset.  It also used some extra real estate next to the primary asset to offer two related other assets: a webinar and a report.  By using the grey shading behind the two extra assets, it was easy to see that they are separate from the main offer.  The Thank You page re-sizes beautifully on mobile.

The new Marketo Thank You page in both desktop and mobile sizes.

Best Practices and Successful Results

By incorporating all of our best practices into the new mobile, responsive templates, HEAT Software had a great foundation for their lead generation campaigns. The templates were easy to replace text and images, which allowed for quick creation of new campaigns in their Marketo marketing automation system.

If you need help with re-designing your Marketo email templates, we can help. We research and design high-converting custom email templates. Contact us for a free consultation!

The post How we Re-Designed a Marketo Email Template for HEAT Software — for a Better Mobile Experience and Presentation of the Brand appeared first on Beasley Direct and Online Marketing.