email marketing: the profitable component of your e commerce strategy
TRANSCRIPT
Retail. Accelerated.
www.brightpearl.com
Email Marketing: The Profitable Component of your eCommerce Strategy
May 2015
Presented by:John Hayes iContact @j_w_hayesPhill Kay Brightpearl @BrightpearlHQ
● A quick introduction to Brightpearl and John Hayes
● How to build powerful email lists that will help you drive brand loyalty, generate repeat sales and increase profits.
● How social media and mobile technology have enhanced email marketing’s proposition and delivered a more flexible, targeted solution.
● How you can launch strategic, targeted campaigns that will start driving revenues within the next 30 days (or sooner).
● Q&A
Talking points:
● Chris Tanner & Andrew Mulvenna founded Lush Longboards whilst at university studying computer science
● Whilst growing Lush Longboards Chris started to write Brightpearl for use in his own business
● In 2007 Chris decided to sell Lush Longboards to focus on Brightpearl
● In 2015 we now have over 1200 customers across the world and employee 80 people in Bristol and San Francisco
Intro: Brightpearl history: Lush Longboards
Brightpearl is a multichannel retail management system
We help retailers manage the heart of their business - bringing orders, inventory, customer data, accounting and reporting together in one place
Intro: The Brightpearl Solution
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What we don’t do
• Sell lists
• Allow the use of purchased lists
What is this?
@
Average number of followers = 126
ROI from email marketing = 43:1
Average number of friends = 130
ROI from email marketing = 43:1
Rule #1 – Be relevant (and useful)
A monthly email to your entire list is not a strategy – it’s an afterthought. You need to build a strategy based on relevancy to your target market and the quality of your message. If you’ve got nothing to say, don’t say it – even if it is the second Tuesday of the month.
Rule #2 – Less is more
Select just one offer per email and segment your list accordingly. If you have a range of complementary products, choose a hero product to focus on and add simple links to promote the additional items. Think of your email like a menu in a restaurant – too many dishes to choose from and nothing looks appetizing.
Rule #3 – More is more
Now that you’ve made your campaigns more relevant, it’s time to increase the frequency of your emails. Keep your emails relevant and interesting and your subscribers will welcome the increased touch points.
Rule #4 – Headline news (subject lines)
Your subject line should scream benefits. Think of it in the same way a newspaper editor writes a headline. It should tell the full story and entice the subscriber to read more. Give your subject line as much thought as your body text. Your subject line is your first line of defense between your subscribers and the delete button.
Rule #5 – Automate & Nurture
Set up auto-responders to automatically deliver a predefined series of messages. These could include welcome messages to new subscribers, online courses or carefully crafted sales messages delivered over a specific period of time.
Rule #6 – Take time for text
Make good use of real text (not graphics) at the top of your email. A graphic-heavy email will appear blank until the subscriber has selected to download the graphics. Real text in the message will remain visible even in HTML emails and entice subscribers to open the complete email.
Rule #7 – Get social
Use your email campaigns to encourage subscribers to engage with your social media activity on Facebook or Twitter. Social media will not replace your email activity but will allow you to build your brand across your subscribers’ social networks.
Rule #8 – Test
Whenever possible, test your subject lines and creatives and then optimize accordingly. Split testing does not have to be complicated. Hit 20% of your list with two different emails and monitor the response. Hit the remaining 80% with the most successful email.
Rule #9 – Cleanse
Take the time to cut the deadwood from your list. Remove bounced email addresses and any names that have not opened any of your mails over a significant period of time. Remember, you are paying to target a list of people who want to receive your emails. Old, dead and unwanted emails are expensive and can damage your reputation.
Rule #10 – Understand your ROI
A client once told me their email campaigns did not yield a great ROI. He said a single, untargeted, monthly email to a list of 15,000 names generated only 18 sales (with an average spend of $48). That meant for every dollar he spent, he saw more than eight dollars back or a 692% ROI. I suggested he compare this to his ROI from paid search and then start getting strategic about his emails campaigns.
Learn More:
Visit: www.iContact.com
Twitter: @iContact
Facebook: www.facebook.com/iContact
Q&A
Retail. Accelerated.
Thank you.#RetailAccelerated
Contact us
First Floor, New Bond House,Bond Street, Bristol, BS2 9AGPhone 0845 003 8935
www.brightpearl.com