increase email marketing results rodirect 11

Email Marketing & Social Media Marketing Masterclass

- part 5 -

Michael Leander 01-11-11

More information here www.michaelleander.com | www.michaelleander.me

Email Marketing Audit Components 1. Email Marketing Purpose & Objectives

2. Email Marketing Content Concept

3. Email Marketing Value Proposition

4. Permission Marketing and Privacy

5. Frequency and channels

6. Profiling, segmentation and subscription center tactics

7. Subscriber acquisition conversion ecosystem

8. Messaging tactics including welcome flow

9. Design in templates and design consistencies

10. Response tactics / inbound marketing

11. Data management including bounce management procedures

12. Use of behavioral data

13. Email Marketing Service Provider alignment with objectives

14. Triggers & events + transactional emails.

15. Deliverability and ISP issues

Webcast + video free to you

Webcast + video free to you

The purpose of email marketing is to acquire,

convert, sustain and grow customers whom then in

turn will attract other customers’ through

referrals

What are you trying to acquire permission for? Are you going to be smart about this?

Send offers and promotions

Send newsletters

Send Alerts and updates

5

1 Volume indicator

H

L

Recipient engagement

L

H

6

3 different frequencies – each delivers different

types of newsletters

The Mother of All Tips

TEST. TEST. TEST.

Test subject lines

A. Get two brand new articles about branding

B. News in a flash – articles about branding

A -> 32% Open rate B -> 42% Open rate

Measure the appropriate metric

Content interest revealed through tracking

15 things you can do to improve your email marketing results

More at follow-up webinar

Creating your email value proposition

Your email value proposition is your

sales pitch to get subscribers to

register/opt-in

12

As a minimum you must address

these questions - relentlessly

13

1. What are

you offering?

2. ”What’s in

it for me?”

3. Frequency

– how often?

…but it is ”good taste” to include

14

4. Privacy policy / link

5. Opt-out instructions You can unsubscribe anytime you want by following

the link included in each email we send you

6. What happens next? You will receive an email confirming your subscription.

Your first newsletter/message will reach your inbox within

the next 5 days

7. Reference sample

emails/preview

Structure of your USP / Email

Value Proposition

15

• Benefit driven – precise – ask a question if possible Headline

• What’s in it for me? Benefits/value

• What do you want me to do? Call to action

• We don’t spam, sell /rent addresses etc Security

Structure - suggestion

16

What is wrong here?

Free web seminar alerts Get your alerts about free marketing

events once a week.

First name:___________________

Last name:___________________

Email:_______________________ You can unsubscribe anytime you want. Read

our privacy policy here. We do not spam. Security

Headline, USP, frequency

Free gift multiplies

conversion rates

Benefits + content concept

Re-confirm Value

proposition and USPs

Customize -> show care

about relevancy

Landing page Unique Email marketing Proposition

The First 30 Days and Welcome Flow

In email marketing

The experience at the beginning of the relationship

impacts the LENGTH (how long the average subscriber

will stay with you) and the VALUE of the relationship

Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

Sign-up

First Contact

First Newsletter

Second newsletter

The First 30 Days – What’s your flow?

Push referral

80% click on one or more of those

links!

Educate your new subscriber –

sequential auto responder welcoming

program

22

Day 1 Day 3 Day 5

CONTROL

From : PriceMinister Advice

Click-Through rate: Index100

TEST

From : Sophie at PriceMinister

Click-Through rate : Index 156

Don’t forget the From Name

Where people look

● Eye guiding toolkit

● Size

● Shape

● Colour

● Contrast

● Position

● Eye path

● Inverted L

● First two lines

● First two words

TOP TIP

Check your database/list frequently !

Never active

Seldom active

Active frequently

Always active

40-60%

2-5%

Three C’s layout

www.emailvision.com

C1 = Capture

C2 = Convince

C3 = Click

Three C’s examples

www.emailvision.com

C1

C2

C3

C1

C2

C3

C1

C2

C3

Design and content tips

• Write so that recipient will know that you are familiar with her – You have previously shown an interest in...

• Use emotional links effectively – ”Learn how to improve your ....” instead of ”Read

more”

• Link to stories from text, images, buttons

• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc

Design and content tips

• Test different size and color of headlines

• Test different size and color of copy and long/short copy

• When using link to video show playbutton

• Include ”what’s next” to keep reader from opt-out

30

Intro links / Pre-header

Intro story (Credibility)

Functional links

Survey or result

”Products and offers”

Activate profiling call to action

”Article”

Sender branding

”more articles”

Functional links

Can be differentiated

based on profile

TOP TIP Zoom of preheader

Be quick off the blocks – pre-header

www.emailvision.com

Measure pre-header activity

Prime real estate Subject line: Rest In Peace in Zanzibar

Below the fold area

Give several response options – and put emotions into your link texts

Re-use content and increase the ”I’ll stick around for more” factor

Box it Up!

12 sections of personalized content

Increased revenue by 25% per email

sending

What’s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service

TOP TIP

Check your database/list frequently !

Never active

Seldom active

Active frequently

Always active

40-60%

2-5%

How to share-to-social?

Include your social media properties to increase engagement

Share button @ each article direct links to the article on your website from social media platform

Increase CTR by 30%

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

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