saffire events presentation new saffire mail
TRANSCRIPT
INTRODUCING THE NEW SAFFIREMAILCASSIE ROBERTS, REBEKAH
HARDAGE& AARON PEDERSON
PRESENTERS
Aaron PedersonTechnical DirectorSaffire Events
Experience:• Leads a team of
highly skilled programmers
• Finds the perfect technology for the job
• A different breed of techie – speaks English!
Cassie RobertsManager, Sales & Partnership
Experience:Received BS Public Relations, & Masters Sport Management, The University of TexasUnited States Olympic CommitteeRodeo Austin
Rebekah HardageMarketing Manager
Experience:Received a BA in Journalism & Public Relations from Baylor UniversityExpertise in email marketing, social media, analytics, etc.Manages all marketing efforts for Saffire
NOT COOL:One of the oldest online
marketing tactics
WHAT’S COOL ABOUT EMAIL?
WHAT’S COOL ABOUT EMAIL?
COOL:67% of global marketers rated
email the most successful digital marketing tactic
Source: CMO Council, May 2012
COMPELLING REASONS TO EMAIL
• Email is the top revenue generator for many companies (even above social media)
• Email gives some of the fastest results, often within 24 hours
• Email is the most cost-effective marketing tool
GUIDE TO EMAIL MARKETING
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
STEP 1: MAKE A GAME PLAN
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
SET YOUR GOALS
Two things to tell people:1. What you want them to
hear2. What people want to hear
WHAT WILL YOU SAY?
Get a group of people together who represent your target audience• Brainstorm all the reasons
people come to your event• Match topics to reasons
FLESH OUT THE DETAILS
Plan for:• How often will you say it?• Unless you’re big, don’t publicize
schedule• What day of the week will you say it?
o Tuesday (try Wednesday or Friday for fun!)• What time of day will you send it?
o Mid-morning
CREATE AN EDITORIAL CALENDAR
STEP 2: CREATE A LIST OF RECIPIENTS
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
EMAIL YOUR PEEPS
• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
GET ADDRESSES ONGOINGOnline• On every webpage• When people share an event photo• When they complete an online form• On Facebook, offer Like and email signup• On Twitter, promote by teasing pending
campaign
Offline• Door prize or signup at events• Any time they purchase something
STEP 3: WRITE THE MESSAGE
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
WRITE THE MESSAGE
Use ideas from your brainstorming/calendarConsider a “pyramid” approach• One main story• Two smaller features• Then you can test one against others
Goal: Clicks!
STEP 4: INCLUDE GOOD IMAGERY
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
WHAT MAKES A GOOD IMAGE?
The best email images are the ones that make people click!
Use zoom/croppingUse photos of people looking at the camera
STEP 5: USE A STRONG SUBJECT LINE
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
STEP 5: USE A STRONG SUBJECT LINE
Good content and images lead to CLICKS,
but a good subject line (sent at right time)
leads to OPENS!
STEP 5: USE A STRONG SUBJECT LINE
What makes a good subject line?• Include something recognizable• Use action words• Not too spammy• 50 characters or less
o Turn into Tweet:120 characters, # and shortened URL
o Turn into Facebook:150 characters, graphic and no #
STEP 6: TRACK THE PERFORMANCE
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
TRACK THE PERFORMANCE
Kendra’s Law: If you’re not measuring marketing,
you’re not marketing!
WHAT TO TRACK
Per email• Open rate• Click-through rate (CTR)• Response rate – web visits, revenue
Over time• House file size• Churn (percentage who leave your list)• Cost/email• Revenue/email
SAMPLE OPEN RATES
Varies by client• 9-15% on low end• 30-35% on high end
Who has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid-morning)
SAMPLE CLICK RATES
Not as much variance• Around 10-20%
Depends on call to action, so use action words• Get More Info! • Sign Up! • Buy Now! • More Photos!
Don’t tell the whole story.
STEP 7: LEARN AND REPEAT
MAKE A
GAME PLAN
CREATE A LIST OF
RECIPIENTS
WRITE THE MESSAGE
INCLUDE
GOOD IMAGERY
USE A STRONG
SUBJECT
LINE
TRACK THE PERFORMANCE
LEARN
AND REPEA
T
WHICH EMAILS ARE MOST EFFECTIVE?
Track which emails are most effective in terms of:• Opens• Clicks (for each topic)• Site visits/revenue
Let that be your guide for your editorial calendar.
CONTINUE TO TWEAK
SaffireMail™ pricing
Note: Grey pricing above is for non-Saffire customers
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Tuesday, October 3010:30 am Central
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The New SaffireMail