10 things you can do today to improve your email marketing
DESCRIPTION
Based on a webcast by Marc Munier that can be found at http://www.b2bm.biz/Webcasts/ this presentation runs through the top 10 things marketers can do to improve their email marketing, including tips and suggested tools and techniques.TRANSCRIPT
10 things you can do today to improve your email marketing results
Thanks for listening
#1 Capture
A captured email address is marketing spend “banked”
• Two stages are better than one• Little by little
#2 Build the relationship - welcome
Source: Econsultancy best practice guide
#2 Build the relationship - welcome
Don’t leave it – act now
• Shorten sales cycle
• Reduce discounts
• Increase conversions
• Increase engagement
Example - Great welcome message
Example – Welcome sequence
Case Study - Electric Word
Welcome mailings
#3 Personalise
If you have the data it is easy peasy....
#3 Personalise
Look at what you have:
Domain? When they signed up? Where they came from? Where there are ? Who are they assigned to? What products are they interested in?
If you don’t have data you need to be a little more creative
#4 Design
#4 Design
#5 Engage
EMAIL IS NOT A ONE WAY CHANNEL!!!
http://bit.ly/not1way
#6 Focus on conversions
Email metrics can only take you so far....
“Yeah I have like a 30% open and 50% click rate”
“well done – how many do you convert?”
“dunno”...
#7 Experiment
Email marketing is not rocket science
#7 Experiment
But it is a science...
#8 Get the basics right
Email is 80% operations and 20% strategy
List of check points:
Have you got you trust earning text Double check your subject lines Spam check - check for possible spam warnings Rendering Check Preview pane and from name check Are all of the links and replies going where you want them? Check your list
#9 Send at the right time
Sending at the right time is the thing that can have the biggest impact for zero investment.
The Abyss (10pm to 9am)
Consumer AM (9am to 10am)
Do Not Disturb (10am to Noon)
The Lunchtime News (Noon to 2pm)
In The Zone (2pm to 3pm)
A Life-changing Afternoon (3pm to 5pm)
Working Late (5pm to 7pm)
Last Orders (7pm to 10pm)
#10 Integrate your channels
How is email like Vodka?
Post your latest newsletter via Twitter
Ask if you followers would like your emails
Get your sales teams to work with you Use email to test and or augment your more
expensive channels
Does the job on it’s own – but works better with other things
Another thing...Deliverability
It’s not a Black Art
http://help.yahoo.com/l/us/yahoo/mail/postmaster/
http://postmaster.msn.com/
http://postmaster.aol.com/
http://mail.google.com/support/bin/answer.py?hl=en&answer=81126
What were the 10 things you can do today?
Action points
1. Capture
2. Welcome
3. Personalise
4. Engage
5. Send less
6. Focus on conversions
7. Experiment
8. Get the basics right
9. Send at the right time
10. Integrate
Who we work with
Cue obligatory splash of clients...
Questions >>>> Answers
Thanks for listening, can’t wait to hear all your questions...
I don’t get out much
Follow me @marcmunier and @pure360
Email me [email protected]
Or even call me 01273 647880