the anatomy of a successful email marketing campaign
Post on 22-Jan-2018
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The Anatomy of a Successful
Email Marketing Campaign
Nathan
Teplow
And How it Fits Into Your Overall Marketing
Strategy
Today’s Agenda
Why Email Marketing
Keys to Effective Campaigns
Group Workshop
Group Discussion
5 Misconceptions About Email Marketing
Questions
Why Email Marketing?
Why Email Marketing?
Hyper-targeted
Personalized
Measurable
Quick results
Reach contacts on-the-go
Triggerable
Statistics
73% of marketers agree email marketing is core
to their business
20% of marketers say that their primary revenue
source is directly linked to email operations
69.7% of US Internet users prefer to
communicate with businesses using email
Keys to Successful Campaign
Keys to Successful Email
Campaigns
Operational Content
Operational
Keys Effective
segmentation
Responsive template
design
72% of all US adults send or
receive personal emails via
their smartphone at least
weekly
Operational
Keys Effective
segmentation
Responsive template
design
No colored
background
Avoid spam triggers
“Free”, “Deal”, “Offer”,
shortened links
Establish tracking
metrics before
Content Keys Always deliver value
Be authentic
Test, test & test
Short subject lines
Get to the point
Workshop
Anatomy of an Effective Email
Campaign
1. Define goals and metrics
2. Determine your segments
3. Map out your email touches
4. Draft your emails
5. Setup & test
6. Track, report & re-visit
Workshop Instructions
Design an email program to help solve the problem you’ve been assigned. The program should consist of an overview of your strategy, example email (with content, subject line, sender name), segmentation strategy, tracking mechanisms and any other info that you feel is important.
Think about what other touch points or marketing strategies you may be able to complement your campaign
30 minutes to design program
10 minutes for each team to present
Group 1 – Customer Acquisition
You’re on the marketing team for a company that
sells marketing automation software.
(Let’s call them Hubketoqua).
You have a list of names and email addresses of
5,000 people who are subscribed to your blog.
Design an email program over the course of 3
months to convert these contacts to leads, MQLs
and eventually customers.
Group 2 – Upsell Campaign
You’re on the marketing team for a company that
sells marketing automation software.
(Let’s call them MarkeloSpot).
You realize that only 20% of your customers are
using the premium level of your software, which
gives them increased reporting capabilities and
more advanced automation, but costs an extra
$1,000 per month.
Design an email program over the course of 3
months to help drive a greater adoption of this
premium level.
Group 3 – Customer SuccessYou’re on the marketing team for a company that sells
marketing automation software.
(Let’s call them EloHubketo).
You have a brand new interface for building workflows
that is being launched to all customers in 3 months.
This update also requires your customers to go back
and edit some of their previous workflows.
Design an email campaign leading up to the go-live
date that ensures all customers know of this change,
are prepared to use the new interface to continue
building workflows and that they make all necessary
changes to affected workflows.
5 Misconceptions About Email
Marketing
Misconception #1
More Opens = More Clicks
Opens: 460 (27.1%)
Clicks: 64 (3.8%)
Clicks/open: 13.9%
Opens: 412 (24.3%)
Clicks: 80 (4.7%)
Clicks/open: 19.4%
Misconception #2
Need pretty images
Misconception #3
Need to use marketing-speak
Misconception #4
Avoid unsubscribes at all costs
Misconception #5
You need to do a newsletter
Questions & Thank You!
Nathan Teplow
nteplow@gmail.com
617-872-3348
@nteplow
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