Email Marketing: From Inbox to In-Store Sales

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  • Email Marketing From Inbox to In-Store Sales

  • From Inbox to In-Store Sales < Webinar Outline

    Click to edit Master title style Presentation Outline

    The evolution of email

    Different types of email marketing

    Making your emails mobile-friendly

    The 5 Ps effective body copy

    Understanding analytics

    Drive in-store sales

    Enter your email address into the chat box if you would like a

    free checklist of things you should check for before hitting Send

  • The Evolution of Email

  • From Inbox to In-Store Sales < The Evolution of Email

    A Brief History

    A recent KcKinsey survey shows that email is the

    most effective and easiest form of marketing

    1971

    First email sent by computer engineer Ray Tomlinson when his company was hired by the U.S. Defense Dept. to build the first Internet

    1978 Gary Thuerk (the father of spam), sends out the first unsolicited mass email

    1997 Microsoft purchases Hotmail for approximately $400 million

    2003 Email marketing regulation begins with the CAN-SPAM law

    2014 There are 1.9 billion email users worldwide

  • From Inbox to In-Store Sales < The Evolution of Email

    Statistics

    95% of online shoppers use email

    60% of marketers say that email produces ROI for their

    business

    For every $1 spent on email marketing, $44.25 is returned

  • From Inbox to In-Store Sales < The Evolution of Email

    Statistics

    58% of American adults have a smartphone

    65% of all email is opened first on a mobile device

    74% of smartphone-related purchases were

    completed in-store

  • From Inbox to In-Store Sales < The Evolution of Email

    The Great Email Debate

    Cost-Effective Many email programs provide subscribers with

    free design templates

    Time-Sensitive You can send your emails and they will be in

    your customers inboxes within minutes

    Analytics + Insights Email marketing software allows you to easily

    track which emails were received and opened

    Junk Mail With email, you run the risk of being

    lumped into the spam category

    78% of emails are spam (which equals

    94 million messages every day)

    Erosion of Your Customer Base It is possible to annoy your customers

    and lose your base

    PROS CONS

  • Different Types of Email Marketing

  • From Inbox to In-Store Sales < Different Types of Email Marketing

    Informative

    Newsletters are a way of keeping customers

    informed on news and happenings in your store

    Promotional emails are used to alert customers to

    upcoming sales and specials

    Catalog emails highlight a specific product or service

    (the body of the email should focus on one item)

  • From Inbox to In-Store Sales < Different Types of Email Marketing

    Helpful

    Invitation emails invite your customers to special

    event (send in the days/weeks leading up to the event)

    Survey emails provide you with insights into the

    needs, wants and habits of your customers

    Transactional emails are sent after a purchase is

    made to confirm the transaction and say thank you

    for your business

  • From Inbox to In-Store Sales < Different Types of Email Marketing

    Nurturing Prospective Customers

    Should be designed to keep your business top-of-mind

    Send lead nurturing emails out on a regular basis, or until

    the customer converts to a paying one

  • The 5 Ps of Effective Body Copy

  • From Inbox to In-Store Sales < The 5 Ps of Effective Body Copy

    1. Promise

    Think of something your customer wants and

    promise it to them

    Your readers should be excited to receive

    your email

    Have a clear call-to-action

    Keep your promise

  • From Inbox to In-Store Sales < The 5 Ps of Effective Body Copy

    2. Personalize

    Your email should always be relevant

    Include dynamic fields, adjust delivery and

    change messaging based on your audience to

    increase click-throughs

    Let the personality of your business shine

    through, too!

  • From Inbox to In-Store Sales < The 5 Ps of Effective Body Copy

    3. Picture

    Create a vivid mental image for your readers

    Can be done with specific details, examples or

    images

    Use a clean layout so your image is front and

    center

    Keep your body copy simple and short (write for

    scannability)

  • From Inbox to In-Store Sales < The 5 Ps of Effective Body Copy

    4. Proof

    Explain how your

    product/service works

    Describe results (case studies,

    before/after and stats)

    Include links to your website

    and social media profiles to

    build credibility

  • From Inbox to In-Store Sales < The 5 Ps of Effective Body Copy

    5. Push

    Ask for the sale

    Provide specific steps for the

    reader to take

    Including a clear call-to-action

    is critical

  • Understanding Analytics

  • From Inbox to In-Store Sales < Understanding Analytics

    Data Points You Should Track

    LIST GROWTH

    How fast your list is growing

    Natural churn rate is 25%

    Should always be collecting email addresses

    DELIVERED

    Emails that reached destination total emails sent Average: 96%

    Make sure your list is healthy

  • From Inbox to In-Store Sales < Understanding Analytics

    Data Points You Should Track

    HARD BOUNCE

    Messages that are permanently rejected (invalid email)

    SOFT BOUNCE

    Messages that are temporarily rejected (i.e.: out of office)

    Top performers are < 2.0%

    Check for typos

    Monitor by domain

    Hard bounces should be automatically removed

  • From Inbox to In-Store Sales < Understanding Analytics

    Data Points You Should Track

    OPENS

    The number of people who viewed your email

    Top performers are in the 16-20% range

    A well-focused and targeted list will have a better open rate

    Include a From name so recipients recognize the sender

    Create an effective subject line (will be by trial and error)

    CLICK-THROUGH RATE

    When a subscriber clicks on a link, button or image

    Top performers are in the 5.1 10% range

    Have a clear call-to-action and include multiple links

    Create scarcity or sense of urgency

  • From Inbox to In-Store Sales < Understanding Analytics

    Data Points You Should Track

    UNSUBSCRIBE

    The number of subscribers

    who opt-out

    Top performers are < 0.10%

    Always include a link in your

    footer

    MARKED-AS-SPAM

    Subscribers who reported

    your email as spam

    Ideal: zero

  • From Inbox to In-Store Sales < Understanding Analytics

    Data Points You Should Track

    CONVERSION RATE

    Tied to specific actions (such as sign-up

    or purchase)

    May need to integrate systems to monitor

    FORWARD/SHARE RATE

    Subscribers who forwarded your email to

    a friend or shared it on social media

    Strong indicator of the quality of your

    content

    Important to build these links in so

    subscribers can easily share

  • From Inbox to In-Store Sales < Understanding Analytics

    Easy Ways to Improve Your Data

    Regularly clean your email list

    Improve the content of your email

    Enhance the body copy

    Change the design

  • From Inbox to In-Store Sales < Understanding Analytics

    Data should dictate your strategy and using real-time metrics

    will help you be more precise

    By using real-time metrics, you can tweak the campaign as it

    is in progress

    Quickly identify potential delivery problems or performance

    issues and fix the problem fast!

    Real-Time Metrics

  • From Inbox to In-Store Sales < Understanding Analytics

    Mobile Metrics

    Ensure your emails are platform-agnostic

    Dont forget about desktop and webmail clients (even for

    mobile readers)

    Experts predict mobile will only continue to grow

  • Drive In-Store Sales

  • From Inbox to In-Store Sales < Drive In-Store Sales

    Send Personalized Emails

    Makes each subscriber feel

    special and keeps your content

    fresh and useful

    Use dynamic tags (first name,

    industry, etc.)

    If you use a CRM system, you

    can include behavior/activity

    (i.e.: make recommendations

    based on past purchases)

  • From Inbox to In-Store Sales < Drive In-Store Sales

    Business Branding Display your logo prominently so that customers know

    immediately who the message is coming from

    Logo is the first thing

    you seen when you

    open the email

  • From Inbox to In-Store Sales < Drive In-Store Sales

    Announce Sales Online

    Should Have a Clear Expiration Date

  • From Inbox to In-Store Sales < Drive In-Store Sales

    Empower Your Subscribers

    Make It Easy for Them to Take Action

    Link to your website and social pages

    Include your local phone number (with

    local area code no 800 numbers)

    Provide your businesss address

  • From Inbox to In-Store Sales <