2015 email marketing checklist - stand out from the herd
TRANSCRIPT
STAND OUT FROM THE HERD
2015 Email Marketing Checklist
Define Your Strategy and KPIs
Type of Emails Newsletters, e‐Blasts
Automated Triggers
How Often Daily, Weekly, Monthly
Success Criteria Opens
Clicks
Engagements
Leads
Revenue
Grow Your Lists – Add Email Sign Up on Every Page
Grow Your Lists – Add Email Pop Up
Use a 5‐10 second delay with a cookie
Deliverability‐ Easy Unsubscribe & Presence Center
Important: Monitor your email replies as some ask to be removed from your lists
Deliverability ‐ Segment Your Inactives
Treat Inactives Differently Than Your Active List But DON’T delete them!
Design for Mobile>50% of email opens are on Smartphones!
Mobile 1st: Design your template based on mobile reader
Or
Responsive: Use Responsive design that adapts to screen size
To Increase Opens Test: Subject lines “From” email address Pre‐header
To Increase Engagement Test: CTA (call to action) design CTA location Mobile friendlier design Offers and content
Test To Improve Your Results
ReMail emails to non‐openers More frequent emails
(weekly instead of monthly) Will increase opens Will reduce % of opens
CAUTION:Monitor Unsubscribe and complaint rate as you
increase frequency
Increase Results ‐ Try Sending More Emails
Include Sharing links
Separate Share from Follow inks
Drive readers to your blog with Read More links
Integrate Social Media
Always review results Review heat maps Review actual opens,
clickers and not just % rates Segment list based on
meaningful behaviors
Check Your Results Regularly
Segment lists by Purchase Activity
Send different content and frequency based on purchase history and web site
Start with Welcome triggers
Anniversary triggers: birthday, contract renewals, seasonal reminders
Educational triggers on How To…
Behavioral triggers based on
behavior (did not open, clicked…
Automate Your Email Campaigns
>65% abandon shopping carts
Cart Abandonment Email Triggers can recapture 15%‐20%
Also good for Lead Gen Registration Abandonment
Use Cart Abandonment Triggers
Highly Effective Email Tactics
Courtesy of Marketing Sherpa
Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them
The Secret to Successful Email Marketing
