5 marketing emails your business should be sending

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www.pinpointe.com Featured Speaker Lisa Furgison McEwen

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Page 1: 5 Marketing Emails Your Business Should Be Sending

www.pinpointe.com

Featured  SpeakerLisa  Furgison  McEwen  

Page 2: 5 Marketing Emails Your Business Should Be Sending

A  Leader  in  Business-­‐to-­‐Business Email  Marketing

Brought  to  you  byPinpointe

800-­‐920-­‐7227  |  www.pinpointe.com

Page 3: 5 Marketing Emails Your Business Should Be Sending

Content  Creator  and  Email  Marketing  Specialist  McEwen's  Media  

[email protected]  Twitter:  @lfurgison  |

Website:  mcewensmedia.com

Featured  SpeakerLisa  Furgison  McEwen  

800-­‐920-­‐7227  |  www.pinpointe.com

Page 4: 5 Marketing Emails Your Business Should Be Sending

The “Email Rut”Most common email• Promotions – coupons, deals, upcoming sales

Why it happens• Businesses get into a routine• Stick with what works

Need for content diversity• Survey shows main reasons subscribers opt out:

• Repetitive emails• Content isn’t relevant to needs

• Avoid email fatigue

Page 5: 5 Marketing Emails Your Business Should Be Sending

1. New content email

What it is: An email that notifies subscribers about new content online.

“New content” could be a new blog topic, new About Us section on your website or new photos added to your gallery.

Its purpose: To keep subscribers informed and engaged, build trust through content.

When to send: Within 24 hours of new content going live.

Page 6: 5 Marketing Emails Your Business Should Be Sending

New content EXAMPLE

Why it’s great:

• Curation style format, similar to newsletter

• Teasers • Good graphics • Clear call to actions• Drives traffic to site or blog

Page 7: 5 Marketing Emails Your Business Should Be Sending

New content Example

Why it’s great:

• Simple design• Informs subscribers

quickly• Sends traffic to your

website or blog

Page 8: 5 Marketing Emails Your Business Should Be Sending

2. Event invitation emailWhat it is: Invites customers to an event.

Its purpose: To inform subscribers about an event, and to encourage them to sign up or RSVP.

When to send: Start at least a month in advance.

Additional information: A drip campaign can be created for events to provide continued information for event goers.

Drip campaign: Initial invitation, schedule of events, parking information, invite a friend, reminder of event.

Page 9: 5 Marketing Emails Your Business Should Be Sending

Event invitation emailMyth: “We don’t host events – this doesn’t apply to us”

Here’s how to make it applicable to your business:• Customer appreciation sales• Block party• Webinar• Workshops• Partnership with local charity• Sponsored sporting event

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Event invitation EXAMPLE

Why it’s great:

• Gives event information• Provides a way to RSVP• Gives info about featured

speaker• Great look, color scheme

Page 11: 5 Marketing Emails Your Business Should Be Sending

Event invitation EXAMPLE

Why it’s great:

• Last minute invite• Briefly gives information• Provides a way to RSVP• Provides a takeaway

Page 12: 5 Marketing Emails Your Business Should Be Sending

Event invitation emailBonus tip: Combine email and social media marketing.

Here’s how:• Create an event on Facebook and invite guests.• Your email invitation could provide a call to action to your

Facebook event – where people can RSVP.• Great way to get a head count and generate a buzz.

Page 13: 5 Marketing Emails Your Business Should Be Sending

3. Customer appreciation emailWhat it is: An email that shows your appreciation or gratitude to subscribers or customers.

Its purpose: To build a relationship with your base.

When to send: Several times a year: celebrate a milestone, or “just to say thanks.”

Page 14: 5 Marketing Emails Your Business Should Be Sending

Customer appreciation EXAMPLE

Why it’s great:

• Shows appreciation for reaching a milestone.

• Encourages more support – without being pushy.

Page 15: 5 Marketing Emails Your Business Should Be Sending

Customer appreciation EXAMPLE

Why it’s great:

• Celebrates a birthday – shows customers you care and appreciation them

• Offers a freebie

Page 16: 5 Marketing Emails Your Business Should Be Sending

4. Current event emailWhat it is: A timely email that’s connected to a current event like a holiday, sporting event or recent news.

Its purpose: Gives you a reason to reach out to your customers, keeps your brand top of mind and can increase sales.

When to send: Anytime you can make a connection between a current event and your brand.

Page 17: 5 Marketing Emails Your Business Should Be Sending

Current event EXAMPLE

Why it’s great:

• Makes a connection to a current event – Polar Vortex.

• Ties back to the business.

Page 18: 5 Marketing Emails Your Business Should Be Sending

Current event EXAMPLE

Why it’s great:

• Takes advantage of a funny, non-traditional holiday

• Holiday is connected to brand

• Includes a link to a video – great idea

Page 19: 5 Marketing Emails Your Business Should Be Sending

Current event emailCurrent event ideas:• Holidays• Non-traditional holidays –

http://www.holidayinsights.com/moreholidays/• Sporting events

• Super bowl, opening day of baseball, Stanley Cup Finals, Kentucky Derby

• Entertainment/Celebrity news• Royal baby

Words of warning:• Be tasteful – don’t use any event that resulted in

destruction or death• Avoid politics

Page 20: 5 Marketing Emails Your Business Should Be Sending

5. Upsell emailWhat it is: An email that encourages customers to purchase more, upgrade a current package or buy a more expensive version of a product.

Its purpose: To increase sales and offer additional value to your customers.

When to send: Timing varies. When it’s time to renew a membership, when you introduce a new tier of service or following a recent purchase.

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Upsell EXAMPLE

Why it’s great:

• Gives customers a choice to add more products

• Great visual layout• Clear call to action

Page 22: 5 Marketing Emails Your Business Should Be Sending

Upsell EXAMPLE

Why it’s great:

• Gives customers a chance to try the upgrade for free

• Provides a list of benefits

• Clear call to action button

Page 23: 5 Marketing Emails Your Business Should Be Sending

Check  Out  Our  Blogwww.pinpointe.com/blog

Get  more  great  marketing  content.

Page 24: 5 Marketing Emails Your Business Should Be Sending

Followfor  marketing  tips  &  info

@pinpointewww.facebook.com/Pinpointe

www.linkedin.com/company/pinpointe

Pinpointe

800-920-7227 | www.pinpointe.com

Page 25: 5 Marketing Emails Your Business Should Be Sending

We  Thank  You

We  appreciate  you  taking  the  time  to  watch  this  today!

800-­‐920-­‐7227  |  www.pinpointe.com