email marketing does it work? - csg · pdf fileagenda • why you should use email...

EMAIL MARKETING

Brad Batesole annual legislative training assembly

DOES IT WORK?

YES

AGENDA

• Why you should use email marketing

• How to do inbound

• What makes effective emails

• Strategies for improving email

• Collecting addresses

BRAD BATESOLE

• Santa Barbara, CA

• Lynda / LinkedIn: Staff Author

• Branded Crate: Marketing Consultant

• Founded Successful Venture at age 15.

• Loves: Flying & Scotch (But Not Together)

This is a conversation. Ask questions.

WHY YOU SHOULD USE EMAIL

I’ve heard the complaints.

Spammy Old School

Never Opened Difficult

Overused

But e-mail is awesome.

• 95% of internet users have it.

• 91% of its users check it daily.

• Lifespan is longer than social media.

• It’s highly personal.

• Done right, it’s incredibly engaging.

• It’s cheap.

EMAIL’S GIFT TO YOU

YES, THERE’S SPAM

But e-mail software is getting smart.

JUST SEND SMARTER E-MAIL

Keep the experience branded.

Simple works.

Optimize e-mail for sharing.

Give people easy access to spread the word.

Segment your subscribers.

Where did the subscriber come from?

What was their last action?

How much content have they consumed?

What demographic data do you have?

Collect details later.

Define their stage.

Awareness

Consideration

Action

Create customized content for each segment, and for each stage.

Send the right content at the right time.

Build automated workflows.

Topic Blog Subscriber New Donor Engaged Contact Re-Engagement Event Reminder

Workflows:

AWeber / Hubspot / Pardot / Mailchimp can all handle automation.

Nurturing is the goal.

Self-Actualization (Action)

Self-Esteem (Add Value)

Love & Belonging (Personalization + Social Proof)

Safety & Security (Transparency)

Physiological (Timing)

E-mails should have value

You must identify a specific goal.

Clear call to action.

$3 Ask.

Personalization is key.

Hyper targeted is expected.

Hi {{First Name}},

I was just thinking about your town of {{Town Name}} and thought I’d reach out.

I’m working on XYZ, which impacts you and everyone else in {{Town Name}}.

{{Call To Action}}

Keep it to one topic. Keep design and copy to a minimum.

Focus on one ask.

Send as a real person.

Use pre-header.

50 character subject lines. Emojis work.

Optimize for mobile.

Roll out the red carpet for subscribers.

Interactive e-mails.

Maintain consistency.

Get help to set it up, and then fly

it yourself.

Look at what others are doing and catch

good ideas.

A/B Test

Evaluate Timing

reallygoodemails.com

Brad Batesole @bradbatesole

brad@brandedcrate.com