email marketing 101: basics overview

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This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.

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  • 1.EMAIL MARKETING 101: BASICS OVERVIEW Adam Q. Holden-BacheMarch 2, 2011

2. Table of Contents

  • EMAIL MARKETING: BENEFITS & VALUE
  • GETTING STARTED
  • DESIGN
  • MESSAGE PREPARATION
  • POST CAMPAIGN
  • EMAIL AND SOCIAL: THE PERFECT PARTNERSHIP

3.

  • EMAIL MARKETING
  • BENEFITS AND VALUE

4.

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

Email Marketing Benefits: 5. Email marketingwill generate an ROI of$43.62for every dollar spent. Source: DMA Power of Direct Report 2009" 6. Everyone uses email. Source: Flowtown My Mom is on Facebook 7. Its where the budgets are going 8. GETTING STARTED 9. Define Your Objectives 10. Create a Plan 11. Dont Overextend Your Resources 12. How will you measure success? 13. PLANNING 14.

  • Whats in it for me?
  • Deliver content that will:
  • Save time
  • Save money
  • Provide relevant information

15.

  • Create Your Own Style
  • Show personality
  • Engage
  • Have fun

16.

  • Be consistent
  • Layout and design
  • Tonality
  • Delivery times/frequency

17. DESIGN 18. Use Images to Enhance, not Deliver Do not rely on images to deliver your message. Use them only to visually support your text content. 19. Images Off 20. Images On 21. A majority of recipients do not see images by default 22.

  • 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)

23. 24.

  • Layout
  • 640 pixel width (works best for web/mobile)
  • Think blocks of content
  • Allow for flexibility in design
  • Keep mobile scaling in mind

25. MESSAGE PREPARATION 26.

  • Subject Line
  • Keep it under 40 characters
  • Put key information at beginning
  • No non-ASCII characters
  • Be unique, compelling, engaging, actionable

27.

  • FROM Name
  • Make sure its easily recognizable
  • Use your company/brand name (unless you have a brand personality that everyone knows)

28.

  • FROM Email
  • Use a real corporate address
  • Do not use donotreply addresses
  • Avoid changing it

29.

  • Content
  • Set a single objective
  • Stay focused
  • Be relevant
  • Nurture the relationship
  • Focus on the long-term

30.

  • Copy
  • Use web-safe fonts (Arial, Verdana).
  • Make it scanable
  • Usebold copyand bullets
  • Dont use italics (hard to read)

31.

  • 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)

32.

  • Test. Then test some more.
  • Subject Lines
  • Offers
  • Time of Delivery
  • Creative
  • Calls to Action
  • Anything else meaningful to your success

33. POST-CAMPAIGN 34. Support Your Emails If you are successful, youll need to manage responses, leads, orders, opt-ins, etc.Be prepared. 35. Review Your Results 36. EMAIL & SOCIAL: THE PERFECT PARTNERSHIP 37. EMAIL SOCIAL MEDIA 38. 78%of consumersshare information viaemail versus22%who prefersocial media . Source: Marketing Sherpa Email is Social and its not Going Anywhere" 39. Methods used for sharing online content 40. Over 20% of social media users have shared something from anemail campaignto theirsocial accountsvia ashare option. Source: Merkle View from the Social Inbox 2010" 41. Only 27% have implemented a social strategy into their email campaigns. 42.

  • Connect and Share

43. Including asocial sharingoption in an emailincreased click-through ratesfrom an average of7.2%to8.7%. Including as many as three different sharing optionsboosted the rate to 11.2%. Source: GetResponse "Email Marketing and Social Media Integration Report" 44. How Mass Transmit Can Help Mass Transmit- multi-channel Internet marketing agency Email Transmit- email service provider (ESP) Group Transmit- social sharing application@MassTransmit @EmailTransmit Facebook.com/MassTransmit 45. THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache