successful email marketing

1

Successful

Usabg.net | @usabg (614) 791-1070

Email Marketin

gwithBrittany FullenkampDigital Marketing SpecialistUSABG | iBoomerang

2

• Defining Email Marketing

• Benefits of Email Marketing

• Email Etiquette

• Developing a Strategy

• Going Mobile

• Best Practices

• Resources

• Takeaways & Review

Agenda

3

What is Email Marketing?

4

“Messages distributed by electronic means from one computer user to one or more recipients via a network.”

Email[ˈiːmeɪl]- noun

DID YOU

KNOW…

Email or E-mail?“E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the Associated Press removed the hyphen from its Stylebook.

5

‘Traditional’ vs. Electronic MailComposing

6

‘Traditional’ vs. Electronic MailComposing Sending

7

‘Traditional’ vs. Electronic MailComposing Sending

Transport

8

‘Traditional’ vs. Electronic MailComposing Sending

Transport Fetching

9

• Convenience

• Speed

• Attachments

• Accessibility

• Cost

Benefits of Email

10

Benefits ofEmail Marketing

11

Benefits of Email Marketing

Low Cost

Email marketing is cheaper compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel.

12

Benefits of Email Marketing

Low Cost

Global

What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience - but there's no telling who's actually reading your content.

13

Benefits of Email Marketing

Low Cost

Global

Easy to Create

Email marketing doesn't necessarily require a huge team or reams of technical nous in order to be successful. It's certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it's the content of an email that is the most important thing.

14

Benefits of Email Marketing

Low Cost

Global

Easy to Create

Easy to Track

Another key benefit of email marketing is that it's easy to see where you're going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.

15

Benefits of Email Marketing

Low Cost

Global

Easy to Create

Easy to Track

Easy to Share

Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren't many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.

16

Benefits of Email MarketingSegmentati

on

Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.

17

Benefits of Email MarketingSegmentati

on

Targeting

Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.

18

Benefits of Email MarketingSegmentati

on

Targeting

Calls to Action

Email marketing is great for taking advantage of impulse buying. There aren't many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.

19

Benefits of Email MarketingSegmentati

on

Targeting

Calls to Action

Easy to Test

Ability to send multiple versions of emails, find which ones are the most effective, and replicate those methods in future emails.

20

Benefits of Email MarketingSegmentati

on

Targeting

Calls to Action

Easy to Test

ROI

In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. For every $1 spent on email marketing, $44.25 is the average return on investment. A number of sources have suggested that this is better than any other platform.

Perhaps it's time for your business to start taking this marketing platform more seriously...

21

Email MarketingEtiquette

22

Email Marketing Etiquette

23

Email Marketing EtiquetteSet yourself up for success

by asking your customer what they want. Get them to opt-in to your emails.

24

Email Marketing EtiquetteRemember that there is a

person on the other end of your email. Segment your customer lists.

25

Email Marketing EtiquetteInclude your company

name on the “from” line.

26

Email Marketing EtiquetteEnsure your subject line

relates to your content.

27

Email Marketing EtiquetteCommunicate clearly and

concisely.

28

Use short paragraphs.

Email Marketing Etiquette

29

Pre-Header: Brief summary of what the email is about.

Email Marketing Etiquette

30

31

Includes information, summary, and additional incentives.

Email Marketing Etiquette

32

Header: Serves as base template for all of your emails.

Email Marketing Etiquette

33

34

Images break up your text and create a more appealing email.

Email Marketing Etiquette

35

Content should be relevant and useful to your customer.

Email Marketing Etiquette

36

Highlight the most important information and include links to boost traffic/interaction.

Email Marketing Etiquette

37

Be CAN-SPAM compliant and link to legal jargon.

Email Marketing Etiquette

38

Proofread, proofread, proofread…

Email Marketing Etiquette

39

Thank you clients for their time and make them feel appreciated.

Email Marketing Etiquette

40

Email Marketing EtiquetteSend your email before proofing

DON’Ts

Address your recipients with the incorrect title or name.WRITE IN ALL CAPS

Use an overabundance of symbols

Use more than one exclamation mark!!!

Use hard-to-read font types or colors

Use a distracting or patterned background

Use one large image as your entire email

Include broken or incorrect links

Hide your unsubscribe link

Write a novel

Mail too frequently

Send an email just to send

41

Email MarketingStrategy

42

Email Marketing Strategy

Set Goals

Build Audienc

e

Develop Channel

s

Create Content

Analyze Results

43

Email Marketing Strategy

Set Goals1• Build Brand Awareness

• Organically Grow Followers

• Generate Leads

• Deepen Customer Relationships

• Blog or Website Views

• Referrals

• Confirm Subscription

44

Email Marketing Strategy

Develop Channels2• Get an Email Address

• Set up Sender Name

• Add Email Signature

• Create Static Imagery

• Header, Footer, etc.

45

Email Marketing Strategy

Build Audience4• Build a GOOD customer contact list

• Advertising

• Affiliates

• Speaking

• Guest Blogging

• Segment Customer Lists

• Age, gender, product purchased, location, etc.

46

Email Marketing Strategy

Create Content3• Create a Campaign

• Choose a List to Target

• Design, Write, and Personalize Your Message

• Proof Your Message

• Send Your Message

47

Email Marketing Strategy

Analyze Results5• Process any Opt-Out Requests

• Update Contact Records for all Bounces

• Monitor Click-Through-Rate (CTRs)

• Watch Sharing Rates

• Record Conversion Rates

• Note Open Rates

• Follow Up

48

Email Marketing Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Visibility and Engagement

What To Do

Cross-Promote

Develop Channel

s

Sender Name

Email Signature

Static Graphics

49

50

Email Marketing Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Community Engagement

What To Do

Call-to-Action

Optimized VisualsRelevant & Useful

Build Audienc

e

Create Content

51

Achieved Through: Landing Pages

What To Do

Create Content

Call-to-Action

Optimized VisualsRelevant & Useful

Email Marketing Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

52

53

Achieved Through: Multiple Strategies

What To DoSELL, SELL, SELL!!!Use multiple venues to create interest

in your products…

…until your LEAD becomes your CUSTOMER!

Email Marketing Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

54

Achieved Through: Repeat Visibility and Engagement

What To Do

Analyze Results

Email Marketing Strategy

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

55

Email MarketingBest Practices

56

Best Practices• Use the Double Opt-In Method

57

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

58

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Optimize for Mobile!

Pre-Header

Header

Content

Footer

Brittany,

59

Going Mobile

60

Going Mobile

Needs more optimization Mobile

OptimizedShort Subject

Line

Large text is easy to read

Main message in preview

paneSingle Column

Buttons front and center

Too much text at the top

Low contrast make font

hard to read

Call to action gets lost

61

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Personalize

Brittany,

62

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Personalize

• Avoid Spammy Content

Brittany,

63

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Personalize

• Avoid Spammy Content

• Do A/B Testing

Brittany,

64

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Personalize

• Avoid Spammy Content

• Do A/B Testing

• Wake up your Sleepers

Brittany,

65

Best Practices• Use the Double Opt-In Method

• Make your reader want to open the email

• Keep the design in mind

• Compelling Headlines

• Relevant and Useful Content

• Eye-Catching Graphics

• Clear Call-to-Action

• Contact Information

• Legal Jargon

• Personalize

• Avoid Spammy Content

• Do A/B Testing

• Wake up your Sleepers

• Cross-Promote

Brittany,

66

Email MarketingResources

67

Subject Line Spam Trigger Wordshttp://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/

ResourcesSpamAssassin Guidelineshttp://wiki.apache.org/spamassassin/AvoidingFpsForSenders

Everything You Need to Master Email Marketinghttp://blog.hubspot.com/marketing/email-marketing-resources-list

Integrating Email with the Rest of your Marketinghttp://blog.hubspot.com/marketing/integrate-email-campaigns-marketing

Email Marketing Best Practiceshttp://www.pardot.com/faqs/best-practices/email-marketing-best-practices/

10 Infographics on Email Marketing Best Practiceshttp://www.toptensocialmedia.com/social-media-social-metrics/ten-infographics-on-email-marketing-best-practices/

68

In Summary…

69

Takeaways• Email is the same as traditional mail, but in a different arena.

• Email marketing saves you time and money.

• Email marketing is more effective than most other marketing channels.

• Proper etiquette is essential to staying out of SPAM folders.

• Segment your customer lists.

• Create relevant and useful content for your readers.

• Email is the central tool to cross-promoting your campaigns.

70

Review• Definition of email marketing

• How email works

• Benefits of email marketing to your business

• Proper email etiquette

• How to develop an email marketing strategy

• How your email marketing strategy plays into your sales funnel

• Best Practices

• Resources

71

Questions?