Tips To Help You Master Email Marketing

Angela La Gamba ● February 2017PodCamp Toronto ● #PCTO17

Beginner Digital Business & Entrepreneurialism Session

Is Email Dead?

NO!

Are You Sure Email Isn’t Dead?"It’s a common

misconception that the email is dead, or dying...but this

isn’t true. This simple communication method still

lies at the very heart of modern digital

communication…”-- Mark Ash, 2016, MarketingTechNews.net

"Email marketing is (still) not

dead..."-- Caroline Malamut, 2016, Capterra.com

You Will Learn To ... ➔ Leverage email marketing effectively

with your recipients

➔ Build successful opt-in forms for your

subscriber base

➔ Create compelling subject lines and

email content➔ Be compliant with CASL and

CAN-SPAM➔ Utilize effective (and free) email

marketing tools

Source: Pixabay.com/JuralMin

The Benefits of Email Marketing➔ Low cost ➔ High ROI

◆ 44.25x (Source: HuffPost)

➔ Provides direct access to your customers

➔ Target specific customers with tailored content

➔ Increase customer retention and engagement

Source: Pixabay.com/Deans_Icons

Planning For Email Success❏ Build your email list /

subscriber base

❏ Get whitelisted

❏ Decide on your plan

❏ Create your email schedule

Step 1: Build Your Email List➔ Ask customers/website

visitors for permission to send them email

➔ Create a compelling offer to increase subscribers◆ Free whitepapers,

downloads◆ Free videos◆ Updates on

products/services

Example: Kissmetrics.com

Step 1: Build Your Email List cont’dExample: CampaignMonitor.com

Example: Kissmetrics.com

Example: HubSpot.com

Step 2: Get Whitelisted➔ Ensure your emails are not blocked by

major ISPs (aka Internet Service Providers)

➔ Ensures your emails get delivered properly to your subscribers

➔ Does not control if emails end up in junk/spam box

➔ Request to be added to your subscriber’s address box

➔ Examples:◆ Add vCards ◆ ‘Add to Address Book’ reminders Source: Pixabay.com/Maialisa

Step 3: Decide On Your Plan

➔ Ask Yourself:◆ What content will you be

sharing with your subscribers?◆ How frequently will you email?

➔ Tips:◆ Think of how you can provide

value to your customers◆ Pitch/sell infrequently with

updates and offers

Source: Pixabay.com/coffeebeanworks

Step 4: Create Your Email Schedule ➔ Use an email schedule template to

map out your email plan for the next few months

➔ Key elements to add to your email schedule:◆ Subject line◆ Email body copy◆ Keywords◆ Targeted personas / customers◆ Offer / call-to-action◆ Deployment date

Source: Pixabay.com/ArtsyBee

Step 4: Create Your Email Schedule cont’dExample: HubSpot

The Nuts + Bolts of an Email

❏ Body copy❏ Subject line❏ Pre-header❏ From line❏ Images❏ Social media buttons❏ Footer, opt-out link

Step 1: Create Your Email Body Copy➔ Provide compelling and

value-add content ◆ WIIFM = What’s in it for

me?

➔ Keep the language simple ◆ Avoid technical terms

◆ Don’t use acronyms

➔ Create scannable content

◆ Use bullets

◆ Add catchy sub-headers

Example: Dropbox

Step 1: Create Your Email Body Copy cont’d➔ Tell a story to create an emotional

connection with the recipient

➔ Tailor your content for your target

market

➔ Use strong call-to-action that

creates urgency

◆ Buy now

◆ Sign up today

➔ Proofread your copy

◆ Grammerly

Example: Loft

Step 2: Write Your Subject Line➔ Keep it short

◆ 40 to 50 characters

➔ Use personalization

◆ Recipient's first name

e.g. Jane

◆ You/Your

➔ Be descriptive

◆ e.g. Dine with Hockey

Legend Wayne Gretzky

Source: Hatena.com

Step 2: Write Your Subject Line cont’d➔ Match your subject line to

your email body content

➔ Use action-oriented verbs

with a call-to-action

◆ Apply now

◆ Register today

Source: ConstantContact.com

Step 3: Add The Email Pre-Header

Source: Campaign Monitor

➔ Pre-Header = Short summary that appears after your subject line in the recipient's inbox

➔ Describe what your email contains

➔ Use call-to-actions to drive open rates

➔ Pre-header examples:◆ “This week’s best

content…”◆ “Shop the perfect party

outfit…”

Step 4: Setup The ‘From’ Line

Source: MarketingExperiments.com

➔ Add the name of the sender to create a connection◆ e.g. Amanda Smith

➔ Use your company name to ensure the recipient can identify you◆ e.g. PodCamp Toronto

Step 5: Add Images➔ Use images that correspond

with your email content

➔ Research images such as free

stock databases

◆ Pixabay

◆ Pexels

◆ PicJumbo

➔ Check the image attribution

◆ Is it royalty-free?

◆ Does the photographer

need to be credited?Source: PicJumbo.com

Step 6: Add Social Media Buttons➔ Build your social media

presence by cross-promoting

via your email marketing

➔ Use easy to recognize buttons

◆ Facebook

◆ Twitter

◆ LinkedIn

➔ Hyperlink buttons to the

corresponding social media

URL

Footer Example: Moo Print Ltd.

Header Example: Mic check

Step 7: Design Your Email Footer ➔ To comply with anti-spam laws, you

will need to include the following in your email footer:◆ Unsubscribe / opt-out link◆ Contact information

● Mailing address● Email address● Website link

➔ Other items to include:◆ Company / brand name◆ Copyright mark © + year◆ Privacy policy◆ Additional fine print

Example: LeaderCast.com

Step 7: Design Your Email Footer cont’d

Source: BeeFree.io

Example: DC Shoes

The Importance of Unsubscribe➔ 43% of email users report spam if

they don’t recognize the sender's

From name or From email address

(Source: MrWeb.com)➔ Consequences of getting emails

reported as ‘spam’:

◆ You can get blacklisted by ISPs

◆ Emails you send to recipients

can be blockedSource: Pixabay.com/bogda13

CAN-SPAM Law➔ In effect in the U.S. since 2003➔ Covers all commercial email

messages➔ Don’t use false / misleading

header information or deceptive subject lines

➔ Include a physical postal address, unsubscribe/opt-out link, and working email address

➔ Non-compliance includes fines

Canada’s Anti-Spam Legislation (CASL) ➔ In effect in Canada since 2014➔ Covers all electronic messages,

not just email➔ Implied or express consent

needed➔ Onus is on the sender to prove

that consent was obtained send the message

➔ Non-compliance includes fines

Canada’s CASL vs. U.S.’s CAN-SPAM

Free Email Marketing Tools

❏ Email software❏ Coding❏ Preview❏ Testing❏ Copywriting

Free Tools To Get You StartedEmail Software: MailChimp➔ Send emails to up to 2,000 subscribers

for free➔ Easy to use interface➔ Good subject line researcher tool

Coding Tool: Scope➔ See mobile and desktop previews of

your emails➔ Use the Code Inspector tool to view

code behind emails

Free Tools To Get You Started cont’dPreview Tool: PutsMail➔ Preview your email in inbox mode➔ Enter your HTML and subject line

Testing Tool: A/B Testing Duration Calculator➔ Determine how long to run an email test

Copywriting Tool: The Hemingway App➔ Test your email copy➔ Ensure your customer will understand

your message

Q&AThank You!

Appendix:Resources

and

Sources

Resources➔ MailChimp: http://mailchimp.com/➔ MailChimp Subject Line Researcher:

https://blog.mailchimp.com/mailchimps-subject-line-researcher/ ➔ Scope: https://litmus.com/scope/ ➔ PutsMail: https://putsmail.com/ ➔ A/B Testing Duration Calculator: https://vwo.com/ab-split-test-duration/ ➔ The Hemingway App: http://www.hemingwayapp.com/ ➔ Pixabay: https://pixabay.com/

Sources - 1➔ https://yoast.com/the-basics-of-email-marketing/

➔ https://mailchimp.com/resources/guides/email-marketing-field-guide/html/

➔ http://sproutsocial.com/insights/free-email-marketing-tools/

➔ https://blog.mailchimp.com/getting-added-to-subscribers-address-books/#more-1768

➔ http://www.curata.com/blog/content-marketing-editorial-calendar-templates-the-ultimate-lis

t/

➔ https://blog.kissmetrics.com/beginners-guide-email-marketing/

➔ https://fulcrumtech.net/resources/developing-email-marketing-copy-best-practices/

➔ https://blog.hubspot.com/marketing/email-marketing-examples-list#sm.00000bs6ze7yg2exaz

udaoippf6eq

➔ http://emaildesign.beefree.io/2016/01/best-practices-email-footer-design/

➔ https://blogs.constantcontact.com/integrate-social-media/

➔ http://www.mrweb.com/drno/news8131.htm

➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard

er-do-well/

Sources - 2➔ https://www.campaignmonitor.com/blog/email-marketing/2015/08/improve-email-open-rates

-with-preheader-text/

➔ http://www.verticalresponse.com/blog/8-components-effective-email/

➔ http://www.ciceron.com/2016/04/5-key-elements-writing-irresistible-email-subject-lines-info

graphic/

➔ http://www.verticalresponse.com/blog/8-components-effective-email/

➔ http://www.dmnews.com/marketing-strategy/email-from-lines-why-you-should-care/article/3

44021/

➔ https://www.campaignmonitor.com/blog/email-marketing/2014/07/free-images-email-market

ing-campaigns/

➔ http://publicdomainarchive.com/free-stock-photos/

➔ http://kb.mailchimp.com/templates/code/common-html-mistakes

➔ http://www.ucreative.com/biz-features/no-attribution-required-stock-image-sites/

➔ http://emaildesign.beefree.io/2016/01/social-media-sharing-button-design-email-marketing/

Sources - 3➔ http://kb.mailchimp.com/accounts/compliance-tips/about-the-canada-anti-spam-law-casl

➔ http://kb.mailchimp.com/accounts/compliance-tips/terms-of-use-and-anti-spam-requirements

➔ http://fightspam.gc.ca/eic/site/030.nsf/eng/00304.html

➔ https://emailmarketing.comm100.com/email-marketing-ebook/can-spam-law.aspx

➔ https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-bu

siness

➔ http://www.huffingtonpost.com/sarah-peterson/why-2017-is-the-year-of-e_1_b_13629718.ht

ml

➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard

er-do-well/

➔ http://blog.capterra.com/statistics-email-marketing-not-dead/

➔ https://blog.hubspot.com/blog/tabid/6307/bid/32854/10-simply-awesome-examples-of-email

-marketing.aspx#sm.00000bs6ze7yg2exazudaoippf6eq

➔ http://www.mequoda.com/articles/audience-development/email-footer-examples-best-practic

es-for-keeping-readers-happy/