EMAIL MARKETING Wine & WebAugust 25, 2015

EMAIL MARKETING – AN OVERVIEW What’s Your Why? Deliverability Why it matters The Deliverability Burger

Acquisition Growing Lists Online, Social, Physical, Mobile

Optimized Design Email Client Market Share Mobile design CTAs, Subject lines

Content Examples Welcome Sending Newsletters Sales / Retail Event-based

Measuring Results

Lisa Trifone | @LisaBeesa• Currently: Marketing & Publicity, Music

Box Films• Previously: Marketing Consultant,

ExactTarget• Clients: LiveNation, Scion, Driscoll’s

Berries

WHAT’S YOUR WHY? Email Marketing is still the highest ROI in the digital marketing space.

MISSION TO ACCOMPLISH

DELIVERABILITY

DELIVERABILITY ISPs (service provider) are keeping an eye on what you send, and to whom.

They know how much of it bounces, andhow many complaints it generates.

If you send unwanted mail, or send to bad lists…it will get blocked.

An undelivered email is business lost.

Me?

THE DELIVERABILITY HAMBURGER

Yes. Hamburger.

Email Marketing programs need a home. There are basic services & low-cost solutions – the white buns.

If you plan on a more robust program or high-volume sending, consider a service that’s more whole wheat or brioche.

Hamburger Bun

INFRASTRUCTURE

CheeseAn IP identifies a sender and builds trust in the inbox.

Once in place, it should stay where it is, keeping your email program together.

Try removing the cheese that’s melted onto the burger…

IP PERFORMANCE

TomatoesAn old, mushy tomato will ruin a burger!

Old, bad data is exactly the same. Gain permission – not everyone likes tomatoes – and keep lists healthy.

Scrap the old tomatoes!

LIST HYGIENE

SauceA high amount of spice (spam traps/spam words) won’t sit well with some people – spam filters are the same.

Thresholds and tolerance should be factored when creating your burger.

CONTENT

Pickles

There’s an optimal amount of on a hamburger -too many and it ruins the overall taste of the burger.

Likewise with Complaints, too many will lead to poor sender reputation.

COMPLAINTS

Meat

The meat of the burger – engagement with your program – is the single most important part.

Engagement is exactly the same, without it, deliverability suffers.

ENGAGEMENT

THE DELIVERABILITY HAMBURGER

Now you know.

ACQUISITION

ACQUISITION OPPORTUNITIES

Sales Personnel

Transaction

Kiosk

In-Store

Text to Join

FB Custom Audiences

FB Social Pages

Twitter Lead-Gen Cards

Social

Cross-Channel Sweeps

Online

Partnerships / E-Comm Sites

Google Search

Simple Email Capture

PopoversSlide-up requests

Lightboxes

WEBSITE PLACEMENT• Make opt-in prominent,

compelling, and everywhere• Footer is OK, header is

better• Persistent on every page

• Eliminate friction in the opt-in process

• Provide an incentive to act• Briefly explain your why

POP-OVERS When done right, pop overs can be

extremely effective.

Key success factors:• Simple and easy forms• Compelling reasons to sign up• Smart interactive

coding/business rules

SOCIAL SIGN-UPFacebook email signup: • CTA on page• “Housekeeping” posts• Sponsored posts

Twitter email signup: • Test posts with and without images• Lead Gen cards• “Housekeeping” posts

IN-STORE / PHYSICAL

MOBILE OPT-IN

CONTENT & OPTIMIZATION

HAVE LIST. WILL SEND. Design considerations Optimizing content through testing Subject Lines Email examples

CONSIDER THE AUDIENCE Design for your audience – for how they’ll experience your email and what you want them to do with it.

PERFORMANCE DRIVEN DESIGN

Guide the subscribers’ eyes through the email, and get the conversion with clickable link stylingPrimary call-to-

actionAdds prominence

withButton treatment

Secondary calls-to-action usingLinked text

Headlines using size and color

to create hierarchy

“Quick Bites” or summaries for

easy consumptionText wraps at

less than 400px wide for legibility

Social options

Preheader Teaser Text

Background coloroffsets content for legibility

MOBILE AWARE Plan the mobile experience without a specialized setup.

Highlights: single column hero, big images, text & buttons.

NAIL THE SUBJECT LINE• Pique curiosity. State the facts.

Don’t bury the lede. • Ideally a subject line would be

less than 50 characters, mobile truncates at 40 characters

• Vary subject lines to avoid fatigue• Use caps and symbols. Sparingly.• Consider your pre-header as an

extension of your subject line, especially for the mobile user Look at emails on

your phone for inspiration!

TESTS ARE YOUR FRIEND• Personalization • Short vs. Long• Symbol vs. No Symbol• Overt CTA vs. No CTA• Button Placement, Color, Language• Images / Video

WELCOME

Messaging Here's who I am, here's why you signed up, here's what you can expect from me, here's the ongoing value you'll receive from our relationship, and here's how to get more out of our interactions.

WELCOME SERIES Ushers the subscriber through a process, an education or an offer.

NEWSLETTERS Lots of information, organized and encapsulated.

Employs a hierarchy of content – determined by the sender.

SINGLE-MESSAGE One call to action.

Zero distractions.

HOLIDAY & OCCASION SENDS

MEASURING RESULTS• Remember the Why?

• Measure to THAT

• Comparison is the kiss of death.• Is your program meeting your goals?

• Plan the Review• Monthly, quarterly – put it on the calendar

• There is no “set it and forget it”• An email program takes ongoing maintenance

THANK YOU! Lisa Trifone@LisaBeesa