10 things you can do today to improve your email marketing

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10 things you can do today to improve your email marketing results Thanks for listening

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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

Page 1: 10 Things You Can Do Today To Improve your Email Marketing

10 things you can do today to improve your email marketing results

Thanks for listening

Page 2: 10 Things You Can Do Today To Improve your Email Marketing

#1 Capture

A captured email address is marketing spend “banked”

• Two stages are better than one• Little by little

Page 3: 10 Things You Can Do Today To Improve your Email Marketing

#2 Build the relationship - welcome

Source: Econsultancy best practice guide

Page 4: 10 Things You Can Do Today To Improve your Email Marketing

#2 Build the relationship - welcome

Don’t leave it – act now

• Shorten sales cycle

• Reduce discounts

• Increase conversions

• Increase engagement

Page 5: 10 Things You Can Do Today To Improve your Email Marketing

Example - Great welcome message

Page 6: 10 Things You Can Do Today To Improve your Email Marketing

Example – Welcome sequence

Case Study - Electric Word

Welcome mailings

Page 7: 10 Things You Can Do Today To Improve your Email Marketing

#3 Personalise

If you have the data it is easy peasy....

Page 8: 10 Things You Can Do Today To Improve your Email Marketing

#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

Page 9: 10 Things You Can Do Today To Improve your Email Marketing

#4 Design

Page 10: 10 Things You Can Do Today To Improve your Email Marketing

#4 Design

Page 11: 10 Things You Can Do Today To Improve your Email Marketing

#5 Engage

EMAIL IS NOT A ONE WAY CHANNEL!!!

http://bit.ly/not1way

Page 12: 10 Things You Can Do Today To Improve your Email Marketing

#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”...

Page 13: 10 Things You Can Do Today To Improve your Email Marketing

#7 Experiment

Email marketing is not rocket science

Page 14: 10 Things You Can Do Today To Improve your Email Marketing

#7 Experiment

But it is a science...

Page 15: 10 Things You Can Do Today To Improve your Email Marketing

#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

Page 16: 10 Things You Can Do Today To Improve your Email Marketing

#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)

 

Page 17: 10 Things You Can Do Today To Improve your Email Marketing

#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

Page 18: 10 Things You Can Do Today To Improve your Email Marketing

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

Page 19: 10 Things You Can Do Today To Improve your Email Marketing

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

Page 20: 10 Things You Can Do Today To Improve your Email Marketing

Who we work with

Cue obligatory splash of clients...

Page 21: 10 Things You Can Do Today To Improve your Email Marketing

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