beyond the basics: email marketing
Post on 21-Oct-2014
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Improve your email strategy by finding out what content to send, how segmentation can benefit you and what type of response to expect and how to interpret it. Presented by Matt Kalish, Small Business CRM Manager and Jo Ann Anderson, Marketing Communications ManagerTRANSCRIPT
Email Marketing & Your Business
Matt Kalish, Customer Relationship Marketing ManagerJo Ann Anderson, Creative Marketing Strategist
Company Confidential Vistaprint © 2011
Agenda
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• What can email do for your business?
• 2012 email trends
• How to generate your email lists
• Email best practices
• Getting the most for your money
• Next steps
Company Confidential Vistaprint © 2011
DMA predicts email marketing’s ROI for 2012 at $39.40 for every
$1 invested
What can email do for your business?
Company Confidential Vistaprint © 2011
What can email do for your business?
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• Acquire new customerso Build awarenesso Create a reason to consider you
• Build relationships with current customerso Offer value, build loyalty and trust o Announce new products/serviceso Provide product tips/updates o Increase engagemento Highlight company events/awardso Showcase customer testimonials
• Track customer satisfaction & improve product/serviceo Polls & surveys
• Get referrals
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2012 email trends
Company Confidential Vistaprint © 2011
2012 email trends
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• Email is continuing to growo Open rates increased 7.8% YOY*
• Event messages (triggers) will become more popularo Realize 71% higher open-rates and 5 times higher
ROI
• Marketers will use email to grow their social networks and engage subscribers
• Mobile readership is on the rise• Marketers will focus on delivering more relevant
content*DMA/Epsilon study Q3 2011 Email Trends and Benchmarks
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How do I generate my list of customer emails?
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• Top 3 ways to collect customer emails1. Ask for email at the point of sale
(cash register, online cart, etc)
2. Ask on your registration/sign-up form
3. Add a email sign-up box prominently on your website
• Do it the right wayo Customers need to opt into emails
before you can sendo You must have an opt out link for
people to unsubscribe if they want
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What do customers on your list expect to receive from you?
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• Relevant emails!o Set up a coupons & deals program?
Send lots of discounts!o Want a newsletter following? Provide
great content, articles, and information that will be interesting to your readers
• Top 2 things to watch out for with your email program:o *65% say they get too many emailso *75% say they receive “a lot of emails I
don’t open”
* Study conducted by Epsilon and Direct Marketing Association, December 2011
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What does effective email communication look like?
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Company Confidential Vistaprint © 2011
What’s wrong with this email?
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Subject Line:“Hello to our valued customers, from your favorite auto body shop,
A&B Auto Body!”
Brand and Logo not established, just plain text
Subject line is long, no purpose – why open this?
Tons of text but no “Call To Action” – what do you want the customer to do?
No footer with:social media links, contact information, unsubscribe links?
Missed Personalization Opportunity!
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Subject lines
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• Engage the reader in three seconds or less
• Shorter is better – 50 characters or lesso 12.5% higher open rateso 75% higher CRTs
• Give them a reason to open o Great offero Informo Create a needo Tease, intrigue, entice, ask questions
• Use active verbs vs. passive• Personalize and include “you”, “we” “our”
words • Avoid SPAM predictors
o FREE, ALL CAPS and excessive !!!!!
• Test various subject lines
It’s here.
Sweet! Save 25% Today Only + FREE Shipping Every Day
You have points that will expire at the end of this month
Jo Ann say ‘I love you’ with Limelight this Valentine’s Day
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Messaging
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• Know your audience and keep message relevanto Tailor messaging by customer typeso Tailor messaging by different customer behaviorso Deliver information in a timely basis
• Have a clear goal and focus on it• Stress benefits rather than features
o Save money, save time
• Less copy is besto Use half the words, short and to the point
• Create interest with visuals• Promote your brand
o Make sure customer knows who the email is from (Name, logo)o Voice should reflect who you are and who you are talking too Check spelling and grammar
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If I don’t know what you want me to do, I won’t take the action you want
me to take.
Call-To-Action
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Call-To-Action
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• CTA should be clear, compelling and drive subscriber to take actiono Click to websiteo Click to read moreo Buy nowo Call uso Click here to “like” us
• CTA should be easy to find within the body of the emailo Link, button, phone numbero Stands out even with images disabled
• CTA should be positioned above the fold
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Email Anatomy
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Subject Line: 3 Ways to Save 20%: A&B’s Customer Appreciation Month!
Short, compelling, urgent
• Logo• Offer• CTA• Product• Social Links• Legal Copy
Secondary content
Product is the hero
Strong offer
Legal/unsubscribe
CTA is easy to find
Social links/
Logo is prominent
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To get more from your email program, pick the right tools!
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FeatureEmail
Marketing Service
Yahoo, Gmail,
Hotmail, etcDetails
PriceEmail services are not free -- start at $4.99 / month (Vistaprint) after a 1-month free trial
Follow Email Best PracticesServices have professional email templates, and adhere to legal guidelines like having Unsubscribe Links.
DeliverabilityISPs have enabled email marketing services for “bulk mailing”
MeasurementServices have great measurements to show your open rate, click through rate, unsubscribe and bounce rates, and more
Ease and Convenience
While Yahoo, Gmail, and other common personal email providers are easy to use and have simple tools, creating marketing emails that go beyond text is very difficult without a Marketing email provider
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How do I know what’s working?
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• If you work with a Marketing Email Service, a lot of data is made available for your email programo Open rateo Click-througho Unsubscribe Rateo Bounce Rateo Order Rates (if applies)
• ROI is very high on most email programso Many Free trial offers available – try before you buy!o You can directly measure the revenue impact in many cases
(e.g. coupons) and compare to your cost to make a decision
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In Summary
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• Work with a marketing email service• Make a plan• Build your lists• Create a calendar• Design and deliver to the right people • Test• Measure and analyze
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You can get started with a 3 month free trial
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3-month FREE trial for Vistaprint websites, email marketing and online search profile
* No obligations
** No credit card required
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Thank You!
Questions?
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