Email Marketing Best Practices

email 1011

Riithink will show you:

1. current trends relative to email marketplace2. why you need to focus more of your marketing efforts on email

marketing3. email list growth, email design and sending strategies that will inspire you

to get closer to your customers4. how to retain email customers once you get them

overview

what we’ll learn today2

about us | riithink

today’s speakers

Patrick Smith Greg Hyer

Founder, Riithink Marketing Director, Riithink

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email marketing converts more

Email Marketing converts more online shoppers than any other form of online marketing.

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why email marketing?

Nearly everyone has an email address (4.3 billion addresses projected for 2016)

Easy to acquire addresses

Email customers more likely to buy

Perfect for B2B and B2C

Cost-effective marketing - 108 billion promotional/business emails sent in 2014 and for good reason!

Incredible ROI

Fundamental for customer retention

is email right for you?5

email marketing stats

For every $1 spent, this is the average return on email marketing investment. That is a staggering 4,300% ROI.(Direct Marketing Association - 2014)

statistics

of email recipients made at least one purchase last year based on a promotional email(Convince and Convert)

more money is spent by people who buy products marketed through email compared to those who do not receive email offers(Convince and Convert)

$44.25 44% 138%

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direct mail vs. email

Avg. $0.60 per pieceDelivery unknownPrinting, logistics

which is best for you?

Avg. $0.006 per pieceDelivery confirmed

Design, send

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email ECOSYSTEM marketing lifecycle

Acquire

Promote

Convert

Retain

marketing ecosystem

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vernacular

● Bounces / bounce rate: # of emails not delivered soft: mailbox full or not able to receive hard: email is not valid

● Open rate: number of opens as a % of total sends● Click through rate: directly correlates to your CTA● Revenue per email: total $ / # sent● Subject line: directly correlates to open rate ● Modal or popup: interstitial request to grab visitor

email9

general types of emails

● branding: mission, values, story….● thank you: for your order, visit...● triggers: order and shipment confirmation, abandon

cart, back in stock, wish-list, anniversary, birthday, welcome series, product views, product search, segmentation...

● promotional: 20% off product, product category, site bound, new product arrivals, deal of the day

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acquire / list growth strategy

In storePaper

POS

QR Code

iPad / Tablet

OnlineModal popups

Newsletter forms

Checkout flow

Registration

Social media

how do i grow my list?11

promote / email design and development

Mobile Friendly / Responsive Design - 48% of emails are opened on a mobile deviceSubject Lines - 10 to 40 charactersLess images / concise text - 80:20 Text to Image Ratio Clear Call to Action - One CTA per emailDesign for clickability, develop for deliverability

design for success12

convert / sending strategies

Daily / Weekly / Monthly - What drives traffic and revenue?Special Occasions - Birthdays / AnniversariesHolidaysWelcome series / Drip marketing / AutomationConsistency / think “Campaigns”

promotional strategy13

retain / mitigate attrition

Segmentation / tailored messagingRelevancy mattersKeep it fresh / minimize attritionProvide options / manage preferences

keeping customers happy14

if you are not in your customer's inbox, chance are your competition is

are you a retailer and not doing email marketing?● you are missing out on revenue● missing new customers● building a loyal customer base ● retaining your most loyal customer

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questions / answers

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