Download - Successful Email Marketing
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Successful
Usabg.net | @usabg (614) 791-1070
Email Marketin
gwithBrittany FullenkampDigital Marketing SpecialistUSABG | iBoomerang
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• Defining Email Marketing
• Benefits of Email Marketing
• Email Etiquette
• Developing a Strategy
• Going Mobile
• Best Practices
• Resources
• Takeaways & Review
Agenda
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What is Email Marketing?
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“Messages distributed by electronic means from one computer user to one or more recipients via a network.”
Email[ˈiːmeɪl]- noun
DID YOU
KNOW…
Email or E-mail?“E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the Associated Press removed the hyphen from its Stylebook.
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‘Traditional’ vs. Electronic MailComposing
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‘Traditional’ vs. Electronic MailComposing Sending
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‘Traditional’ vs. Electronic MailComposing Sending
Transport
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‘Traditional’ vs. Electronic MailComposing Sending
Transport Fetching
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• Convenience
• Speed
• Attachments
• Accessibility
• Cost
Benefits of Email
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Benefits ofEmail Marketing
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Benefits of Email Marketing
Low Cost
Email marketing is cheaper compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel.
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Benefits of Email Marketing
Low Cost
Global
What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience - but there's no telling who's actually reading your content.
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Benefits of Email Marketing
Low Cost
Global
Easy to Create
Email marketing doesn't necessarily require a huge team or reams of technical nous in order to be successful. It's certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it's the content of an email that is the most important thing.
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Benefits of Email Marketing
Low Cost
Global
Easy to Create
Easy to Track
Another key benefit of email marketing is that it's easy to see where you're going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.
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Benefits of Email Marketing
Low Cost
Global
Easy to Create
Easy to Track
Easy to Share
Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren't many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
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Benefits of Email MarketingSegmentati
on
Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.
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Benefits of Email MarketingSegmentati
on
Targeting
Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.
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Benefits of Email MarketingSegmentati
on
Targeting
Calls to Action
Email marketing is great for taking advantage of impulse buying. There aren't many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
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Benefits of Email MarketingSegmentati
on
Targeting
Calls to Action
Easy to Test
Ability to send multiple versions of emails, find which ones are the most effective, and replicate those methods in future emails.
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Benefits of Email MarketingSegmentati
on
Targeting
Calls to Action
Easy to Test
ROI
In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. For every $1 spent on email marketing, $44.25 is the average return on investment. A number of sources have suggested that this is better than any other platform.
Perhaps it's time for your business to start taking this marketing platform more seriously...
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Email MarketingEtiquette
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Email Marketing Etiquette
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Email Marketing EtiquetteSet yourself up for success
by asking your customer what they want. Get them to opt-in to your emails.
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Email Marketing EtiquetteRemember that there is a
person on the other end of your email. Segment your customer lists.
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Email Marketing EtiquetteInclude your company
name on the “from” line.
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Email Marketing EtiquetteEnsure your subject line
relates to your content.
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Email Marketing EtiquetteCommunicate clearly and
concisely.
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Use short paragraphs.
Email Marketing Etiquette
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Pre-Header: Brief summary of what the email is about.
Email Marketing Etiquette
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Includes information, summary, and additional incentives.
Email Marketing Etiquette
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Header: Serves as base template for all of your emails.
Email Marketing Etiquette
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Images break up your text and create a more appealing email.
Email Marketing Etiquette
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Content should be relevant and useful to your customer.
Email Marketing Etiquette
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Highlight the most important information and include links to boost traffic/interaction.
Email Marketing Etiquette
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Be CAN-SPAM compliant and link to legal jargon.
Email Marketing Etiquette
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Proofread, proofread, proofread…
Email Marketing Etiquette
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Thank you clients for their time and make them feel appreciated.
Email Marketing Etiquette
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Email Marketing EtiquetteSend your email before proofing
DON’Ts
Address your recipients with the incorrect title or name.WRITE IN ALL CAPS
Use an overabundance of symbols
Use more than one exclamation mark!!!
Use hard-to-read font types or colors
Use a distracting or patterned background
Use one large image as your entire email
Include broken or incorrect links
Hide your unsubscribe link
Write a novel
Mail too frequently
Send an email just to send
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Email MarketingStrategy
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Email Marketing Strategy
Set Goals
Build Audienc
e
Develop Channel
s
Create Content
Analyze Results
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Email Marketing Strategy
Set Goals1• Build Brand Awareness
• Organically Grow Followers
• Generate Leads
• Deepen Customer Relationships
• Blog or Website Views
• Referrals
• Confirm Subscription
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Email Marketing Strategy
Develop Channels2• Get an Email Address
• Set up Sender Name
• Add Email Signature
• Create Static Imagery
• Header, Footer, etc.
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Email Marketing Strategy
Build Audience4• Build a GOOD customer contact list
• Advertising
• Affiliates
• Speaking
• Guest Blogging
• Segment Customer Lists
• Age, gender, product purchased, location, etc.
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Email Marketing Strategy
Create Content3• Create a Campaign
• Choose a List to Target
• Design, Write, and Personalize Your Message
• Proof Your Message
• Send Your Message
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Email Marketing Strategy
Analyze Results5• Process any Opt-Out Requests
• Update Contact Records for all Bounces
• Monitor Click-Through-Rate (CTRs)
• Watch Sharing Rates
• Record Conversion Rates
• Note Open Rates
• Follow Up
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Email Marketing Strategy
Awareness
Lead G
enera
tion
Lead N
urtu
ring
Sale
s Pitch
Interest
Desire
Action
Advocacy
Achieved Through: Visibility and Engagement
What To Do
Cross-Promote
Develop Channel
s
Sender Name
Email Signature
Static Graphics
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Email Marketing Strategy
Awareness
Lead G
enera
tion
Lead N
urtu
ring
Sale
s Pitch
Interest
Desire
Action
Advocacy
Achieved Through: Community Engagement
What To Do
Call-to-Action
Optimized VisualsRelevant & Useful
Build Audienc
e
Create Content
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Achieved Through: Landing Pages
What To Do
Create Content
Call-to-Action
Optimized VisualsRelevant & Useful
Email Marketing Strategy
Awareness
Lead G
enera
tion
Lead N
urtu
ring
Sale
s Pitch
Interest
Desire
Action
Advocacy
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Achieved Through: Multiple Strategies
What To DoSELL, SELL, SELL!!!Use multiple venues to create interest
in your products…
…until your LEAD becomes your CUSTOMER!
Email Marketing Strategy
Awareness
Lead G
enera
tion
Lead N
urtu
ring
Sale
s Pitch
Interest
Desire
Action
Advocacy
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Achieved Through: Repeat Visibility and Engagement
What To Do
Analyze Results
Email Marketing Strategy
Awareness
Lead G
enera
tion
Lead N
urtu
ring
Sale
s Pitch
Interest
Desire
Action
Advocacy
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Email MarketingBest Practices
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Best Practices• Use the Double Opt-In Method
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Optimize for Mobile!
Pre-Header
Header
Content
Footer
Brittany,
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Going Mobile
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Going Mobile
Needs more optimization Mobile
OptimizedShort Subject
Line
Large text is easy to read
Main message in preview
paneSingle Column
Buttons front and center
Too much text at the top
Low contrast make font
hard to read
Call to action gets lost
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
Brittany,
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
Brittany,
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing
Brittany,
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing
• Wake up your Sleepers
Brittany,
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Best Practices• Use the Double Opt-In Method
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing
• Wake up your Sleepers
• Cross-Promote
Brittany,
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Email MarketingResources
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Subject Line Spam Trigger Wordshttp://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/
ResourcesSpamAssassin Guidelineshttp://wiki.apache.org/spamassassin/AvoidingFpsForSenders
Everything You Need to Master Email Marketinghttp://blog.hubspot.com/marketing/email-marketing-resources-list
Integrating Email with the Rest of your Marketinghttp://blog.hubspot.com/marketing/integrate-email-campaigns-marketing
Email Marketing Best Practiceshttp://www.pardot.com/faqs/best-practices/email-marketing-best-practices/
10 Infographics on Email Marketing Best Practiceshttp://www.toptensocialmedia.com/social-media-social-metrics/ten-infographics-on-email-marketing-best-practices/
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In Summary…
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Takeaways• Email is the same as traditional mail, but in a different arena.
• Email marketing saves you time and money.
• Email marketing is more effective than most other marketing channels.
• Proper etiquette is essential to staying out of SPAM folders.
• Segment your customer lists.
• Create relevant and useful content for your readers.
• Email is the central tool to cross-promoting your campaigns.
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Review• Definition of email marketing
• How email works
• Benefits of email marketing to your business
• Proper email etiquette
• How to develop an email marketing strategy
• How your email marketing strategy plays into your sales funnel
• Best Practices
• Resources
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Questions?