2020 Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

2020 Topics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

2020 Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5-13

2020 Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

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2020 EMAIL MARKETING GOALS

1. Increase Open Rates & Click Rates

2. Establish Automated Campaigns

3. Develop Personalized Digital Marketing Journeys

4. Segment Subscriber Lists

5. Implement Digital ADA Practices

6. Integrate & Coordinate Email Marketing with Social Media and other Digital Marketing

7. Personalized Subscriptions: Landing Page with topic & frequency options

8. Implement “Quarter Quell” Subscriber List Audits

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2020 EMAIL MARKETING TOPICS

1. New Product Launches

2. New Specifications

3. Why WingIts? (Superior Design / Superior Pricing / Superior Structure)

4. Customized & Automated Journeys

5. Interior Design Trends + How to use WingIts in conjunction

6. Testimonials / Case Studies

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2020 EMAIL MARKETING STRATEGIES

1. List Segmentation

2. List Maintenance

3. Opt-Ins

4. Personalization

5. Automation

6. Interactivity

7. Integration & Coordination

8. Accessibility

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LIST SEGMENTATION

Segments are a useful way to divide a subscriber list into groups of people with common traits. After you create a segment, you can use it to:

1. Send a campaign to a specific audience.2. Trigger a journey.3. Send journey emails to select groups of people.4. Tailor content to specific audiences within a campaign.5. Exclude certain subscribers from receiving an email.

SAMPLE SEGMENTS:

ArchitectsDesigners

OwnersSenior LivingMultifamily

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LIST MAINTENANCE

You can’t capitalize on your email marketing goals if your campaigns go straight to the spam folder or if subscribers are junking your emails

Gmail recently started asking users if they want to unsubscribe from lists they haven’t opened in the past 30 days. To stay maintain open/click rates, marketers should frequently remove inactive subscribers to keep only subscribers that are interested and engaged with content.

PROPOSED ACTION:

“Quarter Quell”—Once per quarter each email list should be audited, and contacts who have not interacted with email campaigns in 60+ days should be removed.

BENEFITS:

Removing inactive subscribers reduces the risk of being marked as spam, while boosting our open & click rates by only marketing to an audience that is engaged.

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OPT-INS

To increase our subscriber list we need to give audiences more (and new) ways to subsribe.

PROPOSED ACTIONS:

1. Add Pop-Up Opt-In forms to wingits.com

2. Landing Page Customized Opt-In

BENEFITS:

1. Most visitors to wingits.com are seeking specs/CAD/REVIT files. We should be collecting their email addresses for marketing by adding an opt-in to file request forms.

2. A Landing Page that offers a customized sign up helps us create the personalized marketing that most subscribers want. Subscribers could select what topics they want information on, and how frequently they want to receive that content. This will boost retention, as well as open & click rates since we will know EXACTLY what and when to send to our audience to keep their attention on WingIts®.

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PERSONALIZATION

Long gone are the days of generic email blasts. Today, people expect personalized content—67% of people, to be exact.

PROPOSED ACTIONS:

1. Add auto-fill personalization to emails

2. Use segment information to send pertinent content

BENEFITS:

Personalization increases open & click rates.

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AUTOMATION

Automation doesn’t need to be robotic or generic—quite the opposite, actually. Start with some easily automated campaigns like:

• Welcome emails• Thank you emails• Transactional emails• Birthday emails

PROPOSED ACTIONS:

1. Develop automated campaign pathways & scheduling

2. Integrate with Sales, and other marketing to maximize benefits

BENEFITS:

Automated campaigns deliver better open and click rates because they’re timelier and more relevant. Welcome emails, for example, can produce 50% open rates, on average. Meanwhile, birthday emails provide a 481% higher transaction rate.

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INTERACTIVITY

Interactive elements are one of the top trends for 2020 Email Marketing. Interactive content can help increase engagement because it encourages subscribers to click.

Interactive content doesn’t need to be over the top. Interactive features are best utilized when they fit into your overall email strategy. Testimonials are a good place to start. Interactive image sliders, quizzes, and polls could also fit within the strategy and help us develop more relevant content moving forward.

PROPOSED ACTIONS

Develop interactive quizzes, polls, and image galleries.

BENEFITS:

Interactive elements will increase open and click rates, while also gathering data to help segment lists and create more personalized content for future use.

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INTEGRATION & COORDINATION

Analytics and integration options make it easy to track subscribers around the internet and create personalized campaigns.

Some social media platforms allow businesses to track their followers in order to provide customized interactions. Programs like Facebook Pixel could provide us with data to generate more customized content across multiple marketing platforms to increase engagement and awareness.

PROPOSED ACTIONS

Coordinate email campaigns with social media campaigns to collect more subscribers and data to generate content.

BENEFITS:

Unified branding and marketing across multiple channels creates a stronger brand presence while increasing awareness and engagement.

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ACCESSIBILITY

By 2022, there will be 4.3 billion email users around the world. That figure includes people of all abilities and backgrounds. For example, 1 out of every 12 men and 1 out of every 200 women suffer from a color deficiency.

WingIts® prides itself on creating ADA compliant products to increase the quality of life for all people. This mission should now extend to marketing practices as we try to make email campaigns as accessible as possible.

PROPOSED ACTIONS

Following guidelines such as:

• Sharp contrast ratio between text and backgrounds• Using alt text to describe images• No flashing lights that could induce a seizure• Including captions or scripts for videos• Avoiding complex sentences and vocabulary

We could also segment subscriber lists by age groups and create cam-paigns with larger, bolder fonts for older audiences.

BENEFITS:

Stengthen brand culture by adopting ADA compliance across all aspects of brand. Increased engagement with audiences requiring accessibility products.

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2020 EMAIL MARKETING TRENDS

1. Personalization

2. Minimalist Design

3. Interactive Elements

4. Accessibility

5. Mobile Optimization

6. Social Media Integration

7. Brand Storytelling

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Stefan Kogler Creative Director

stefan@wingits.com 734-550-9701

Sales/Marketing Office 3399 E. Grand River Ave., Suite 100

Howell, MI 48843

Errin Proper Graphic Design Manager

errin@wingits.com 734-550-9701

Sales/Marketing Office 3399 E. Grand River Ave., Suite 100

Howell, MI 48843

Jennifer Balyeat Office Manager jen@wingits.com 734-550-9701 Sales/Marketing Office 3399 E. Grand River Ave., Suite 100 Howell, MI 48843

Kaitlin Maley Digital Content Strategist kaitlin@wingits.com 734-550-9701 Sales/Marketing Office 3399 E. Grand River Ave., Suite 100 Howell, MI 48843