email marketing bootcamp
TRANSCRIPT
Welcome to EMAIL MARKETING BootcampBest practices in email marketing and how to make it work for you.
PRESENTED BY: MICHAEL REYNOLDS
Michael ReynoldsAbout Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
Email DataWhen marketed through email, consumers spend 138% more than people who don’t receive email offers. (Source: Convince and Convert) !91% of consumers use email at least once a day. (Source: ExactTarget) !44% of consumers made at least one purchase last year based on a promotional email they received. (Source: Convince and Convert) !When asked which medium consumers would like to receive updates from, 90% preferred email, while only 10% chose Facebook. (Source: Nielsen Norman Group)
Understanding Your Buyer
Create buyer personas and target what they want to hear about, not just your product/service.
Email GoalsWeak email goals
• “Communicate with my audience” • “Send content and information” • “Run email promotions”
Email Goals
Strong email goals • Generate more leads • Nurture leads to be sales-ready • Delight our clients
Email SoftwareSelecting the Right Software:
• Email Service Providers vs. Marketing Software • What should we be paying for email software? • Take advantage of Free Trials
Growing an Email ListList Growth Strategies:
• Webinar/offer/ebook/guide download • During checkout on an ecommerce site • Point of sale check out • Social Media • Share with a friend (utilizing current audience) • Tradeshows/events • During presentations • Pop-up on your website
Keeping Your List Clean
Remove inactive email addresses. Don’t just keep piling these on. Your giant list doesn’t matter if only a small percentage are engaged. Sort out by unopened, unclicked, etc. This could help keep your cost down if your ESP/Marketing Software charges by the email send or contact. This should happen every 4-6 months.
Email Segmentation
Divide and conquer • Deliver the right message • Deliver it to the right person • Deliver at the right time
Email Segmentation
4 out of 10 subscribers reported that they’ve marked emails as spam simply because they were irrelevant.
MarketingSherpa 2011
Email Segmentation
Email Content
Say no to the “newsletter” • Keep email campaigns short • One call to action per email • Send high-value content
High-value Content
Subject Lines
Weak subject lines • October eNews • Acme Newsletter • May Updates from Acme
Subject LinesStrong subject lines
• [Ebook] How to do this amazing thing • [Webinar] The secret to this amazing thing • [Acme] What question can I ask that will
intrigue you?
Comparison of Metrics
Email is Magical“People do still open and read email, if it’s worth it. If it’s brief. If there’s only one call to action per email. If you don’t have a return address like [email protected]. If you are human with them.”
Email is MagicalTwitter followers - 262K followers. Google+ - 126K chrisbrogan.com - 200K unique viewers. Email newsletter - 39K
“Guess where I get 10 times more action than ANY other platform? Email. That whole huge media empire and email is what makes me money, pure and simple, cut and dry. “
Welcome to EMAIL MARKETING BootcampBest practices in email marketing and how to make it work for you.
PRESENTED BY: MICHAEL REYNOLDS