email marketing 101: basics overview

EMAIL MARKETING 101:

BASICS OVERVIEW

Adam Q. Holden-Bache March 2, 2011

• EMAIL MARKETING: BENEFITS & VALUE

• GETTING STARTED

• DESIGN

• MESSAGE PREPARATION

• POST CAMPAIGN

• EMAIL AND SOCIAL: THE PERFECT PARTNERSHIP

Table of Contents

EMAIL MARKETINGBENEFITS AND VALUE

• Ease of Use• Speed• Frequency• Measurable• Targeted• Viral/Sharable• Cost-efficient

Email Marketing Benefits:

Email marketing will generate an

ROI of $43.62 for every dollar spent.

Source: DMA ”Power of Direct Report 2009"

Source: Flowtown “My Mom is on Facebook”

Everyone uses email.

It’s where the budgets are going…

GETTING STARTED

Define Your Objectives

Create a Plan

Don’t Overextend Your Resources

How will you measure success?

PLANNING

What’s in it for me?

Deliver content that will:• Save time

• Save money• Provide relevant information

Create Your Own Style

• Show personality• Engage

• Have fun

Be consistent

• Layout and design• Tonality

• Delivery times/frequency

DESIGN

Use Images to Enhance, not Deliver

Do not rely on images to deliver your message. Use them only to visually

support your text content.

Images Off

Images On

A majority of recipients do not see images by default

Design for the Preview Pane

• Put primary offer in top 3-4 inches• Review your email in various preview pane

setups (columns, wide and classic views)

Layout

• 640 pixel width (works best for web/mobile)• Think “blocks” of content

• Allow for flexibility in design• Keep mobile scaling in mind

MESSAGE PREPARATION

Subject Line

• Keep it under 40 characters• Put key information at beginning

• No non-ASCII characters• Be unique, compelling, engaging, actionable

FROM Name

• Make sure it’s easily recognizable • Use your company/brand name

(unless you have a brand personality that everyone knows)

FROM Email

• Use a real corporate address• Do not use “donotreply” addresses

• Avoid changing it

Content

• Set a single objective• Stay focused• Be relevant

• Nurture the relationship• Focus on the long-term

Copy

• Use web-safe fonts (Arial, Verdana).• Make it scanable

• Use bold copy and bullets • Don’t use italics (hard to read)

Emails are not web pages.

Do not use:• Flash• CSS

• Audio or Video• Javascript

• Forms or Surveys

(But you can link to this content on your site)

Test. Then test some more.

• Subject Lines• Offers

• Time of Delivery• Creative

• Calls to Action• Anything else meaningful to your success

POST-CAMPAIGN

Support Your Emails

If you are successful, you’ll need to manage responses, leads, orders, opt-ins, etc. Be prepared.

Review Your Results

EMAIL & SOCIAL:THE PERFECT PARTNERSHIP

EMAIL SOCIAL MEDIA

78% of consumers share information via email

versus 22% who prefer social media.

Source: Marketing Sherpa ”Email is Social and it’s not Going Anywhere"

Methods used for sharing online content

Over 20% of social media users have shared something from

an email campaign to their social accounts

via a share option.

Source: Merkle ”View from the Social Inbox 2010"

Only 27% have implemented a social strategy into their email campaigns.

Connect and Share

Including a social sharing option in an email increased click-through rates from an average of 7.2% to 8.7%.

Including as many as three different sharing options boosted the rate to 11.2%.

Source: GetResponse "Email Marketing and Social Media Integration Report"

Mass Transmit - multi-channel Internet marketing agency

Email Transmit - email service provider (ESP)

Group Transmit - social sharing application

How Mass Transmit Can Help

@MassTransmit

@EmailTransmitFacebook.com/MassTransmit

THANK YOU

Adam Q. Holden-Bache8701 Mallard Creek Dr.

Charlotte, NC 28262704-706-2670 x200

adam@masstransmit.com

Twitter: @adamholdenbache