Email Marketing: simple strategies for success
agenda • • • • • •
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Real marketing Collecting Contacts What do you write about? Three Seconds to Open Measuring Results Email Marketing Hot Topics
Email Is Marketing
at its core, marketing is about eliciting a physical and measureable
RESPONSE
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it’s pretty simple
1. Define an audience
3. Elicit a physical, measurable response
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2. run a campaign that targets those people
when you’re really marketing‌
real marketing helps remove emotion and assumption from the decision-making process
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when you’re really marketing…
if that doesn’t work, stop doing that. if this works, do more of this.
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when you’re really marketing…
a “NO” isn’t a failure, it’s great insight and data at very low cost
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email is hard to beat for real marketing value • Lots of physical, measurable response • Easy to brand with colors, logos, etc… • 4x the ROI of direct mail* • Helps to measure and monetize social media • Authentic engagement with a one-to-many tool Highly visible, delivered right to the inbox! * Direct Marketing Association
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© 2013
flip the funnel
This applies to ALL kinds of digital marketing!
traditional marketing
new marketing
find
find
convert keep
convert
keep “Flip The Funnel: Retention is the New Acquisition� -- Joe Jaffe (@jaffejuice)
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how can you grow your list?
on registration forms
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at register
with the check at end of the meal
ort f f how can you grow youry alist? E nd
ney e o M e it S m i r T u Yo ing d o t n e le p p S ion t o e e c r i P r A f r ve i e r You w o l D to t is rm a e h t t l g a n i t n o i n o t l Ac ot e ild p o u t b d l l a an ou C y s t a p n l Have d will he your clie an ith s w t s n p e i i l c sh n o i t rela
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what to write about – what you KNOW
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discounts + coupons
downloads
B2B services
event invites
support a cause
hints + tips
© 2013
how much is enough
LESS IS FOCUS. MORE. • Keep it short
• Pictures are key, but keep them small • Videos get clicked
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© 2013
a picture is worth…
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© 2013
repurpose and reuse
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Š 2013
e v a H y l n You O ! s d n o c e 3S 16
3 e v a H ly n O u o Y S e c ond s !
UBJECT OR HEADLINE winning the battle of priorities
[don’t do this] March Newsletter [do this instead] Tomorrow: Need 3 Hammers – Can You Help? [don’t do this] Joe’s Pet Store Newsletter [do this instead] 3 Tips: help your dog beat the heat [don’t do this] Children’s Classes [do this instead] Limited Spaces available for Children’s Classes
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WHEN TO SEND & POST H IG H A Y B D E C N A DO NOT BE ROM ! S N IO T C A E R U S A E M – E T A R N E P O best day
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best time
PRACTICAL • • • • • • •
ADVIC
Many – but not all may not see your images text links get more clicks than buttons place your logo left or center in email include company name in text key action must be above scroll line do not give too many choices make all images clickable (and with text labels) test it on yourself! (and on your mobile device)
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DIFFERENT EMAIL MARKETING TOOLS • Drip campaigns vs. auto responders • Online Editing and HTML issues • test, Test, TEST • Opt-in list best practice • Deliverability rates • no service is 100%
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• challenges with ultra-secure solutions (i.e. SpamArrest) • **small percentage of your list
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© 2013
CHANGES AT GOOGLE - Multiple opens will not be measured - Important to focus on - Clicks - Website Activities - Conversions - Images are Now Automatically Loaded – Better Experience for the Subscriber
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MEASURE
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make it easy and obvious
• • • • • •
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One click away Above the scroll line Left or center, avoid right Not just a graphic, include text link as well Not in a list of other options Make sure you measure response
Follow d n a s e c i t c a Best Pr f o t u O t s o Get the M g n i t e k r a M l i Ema