email marketing introduction - the web advisors
DESCRIPTION
Introduction to Email Marketing tactic as part of a holistic marketing strategy.TRANSCRIPT
#TheWebAdvisors
Thompson Rivers University
Adventure and Sport Marketing
Tactical Email Marketing
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Who Are The Web Advisors
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The Web Advisors
We are an award winning, full-service, collaborative marketing agency specializing in tourism focused solutions both on and offline. Our core team has been providing advanced analysis and strategic solutions for businesses in the tourism industry, specifically Vancouver Island and British Columbia for over 25 years.
We offer solutions for:
Marketing StrategyEmail MarketingSEM – PPCSocial Media MarketingSEO – Search Engine Optimization
Website Design & DevelopmentGoogle Analytics / UsabilityBrand DevelopmentTraditional Advertising
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The Web Advisors
Chris Elder
Roots in wilderness guiding and ski resort operations that developed into marketing and sales positions with ski resorts, golf resorts and Board level involvement with Destination Marketing Organizations throughout British Columbia.
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Connect With Us
TheWebAdvisors.ca
facebook.com/TheWebAdvisors
twitter.com/thewebadvisors
ca.linkedin.com/in/chrisaelder
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What is Email Marketing?
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Email Marketing
Email Marketing or EDM (Electronic Direct Mail) is a form of communicating an offer or information to interested readers using a digital distribution medium.
It is a powerful marketing channel used within a holistic marketing strategy.
• Retain and enhance relationship between sender and reader (Keep Your Clients)
• Acquire new customers (Get New Clients)
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Benefits
95% of online consumers use email. 91% report checking email at least once a day.
Low Financial Requirement – You can do it yourself
Specific Messaging that is easily traceable to determine valuable content to reader
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Costs & Considerations
Time for production and maintenance – plan good content
Software solutions run from free to $150/month+
It’s a busy space – average subscribers receive 416 commercial messages monthly. Be extraordinary.
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Stats To Consider64% of decision-makers read their email via mobile devices.
People who buy products through email spend 138% more than those that do not receive email offers
44% of email recipients made a least one purchase in previous year based on a promotional email
43% of email recipients click the Spam button based on the email “from” name or address.
More people read emails that deal with their finances and travel than any other category
Desktop and smartphone email opens happen most often between 10am and 4pm
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Best Practices
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Best Practices
Key CTA (call to action) in first 50 characters (84% of viewers use the email preview pane)
Subject lines fewer than 10 characters long had open rate of 58%
Optimize for mobile ~50% of emails are opened on mobile. Don’t forget to optimize for image blocking
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Best Practices
#TheWebAdvisors
Best Practices
Key CTA (call to action) in fist 50 characters (84% of viewers use the email preview pane)
Subject lines fewer than 10 characters long had open rate of 58%
Optimize for mobile ~50% of emails are opened on mobile and optimize for image blocking
Ensure opt-in is enabled, valuable and KISS (Keep It Stupid Simple)
Know your audience (Marketing 101) and give them what they want, when they want it.
Share through social media
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Divide and Conquer
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Segmentation
Segmentation is the practice of dividing your contact list and your emails into targeted groups (segments) so you can send group specific messaging.
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Segmentation
Target your audience and you will get better results, but be cautious of Paralysis by Analysis.
Consider what you offer and are there different ways to break out that communication that speak to your audience.
Popular segmentations could include:• Gender, Age, Income• Geographic Location• Customer Relationship – existing, previous, prospect• Interests • Subscription Method – online, purchase, tradeshow• Subscription Frequency – daily, weekly, monthly, offer relevance
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Segmentation
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The Best Way to Send
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Software and Resources
Don’t send your newsletter emails through your personal or company email. ISP’s will think you are spamming and cut you off.
Resources from Free to Mucho $$ exist. Find what’s right.
MailChimp – Free under 2000 subscribers /
12,000/month
Constant Contact – Free 60 day (100 contacts)
iContact - $14 - $100+/month
Vertical Response – Pay as you go or
$10-$150/month
GetResponse - $15 - $150/month
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Software and Resources
Start free and try a number of different providers
OR
Call us, we help clients determine the best system based on their requirements.
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Thank You
Questions?
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Connect With Us
TheWebAdvisors.ca
facebook.com/TheWebAdvisors
twitter.com/thewebadvisors
ca.linkedin.com/in/chrisaelder