Successful Email Marketing
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Not sure where to start with email marketing? This presentation will walk you through some best practices as well as proper email marketing etiquette.
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Successful Email Marketing
- 1. Successful Usabg.net | @usabg (614) 791-1070 Email Marketing 1 with Brittany Fullenkamp Digital Marketing Specialist USABG | iBoomerang
- 2. 2 Agenda • Defining Email Marketing • Benefits of Email Marketing • Email Etiquette • Developing a Strategy • Going Mobile • Best Practices • Resources • Takeaways & Review
- 3. 3 What is Email Marketing?
- 4. Email [ˈiːmeɪl] - noun “Messages distributed by electronic means from one computer user to one or more recipients via a network.” 4 Email or E-mail? “E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the Associated Press removed the hyphen from its Stylebook.
- 5. 5 ‘Traditional’ vs. Electronic Mail Composing
- 6. 6 ‘Traditional’ vs. Electronic Mail Composing Sending
- 7. 7 ‘Traditional’ vs. Electronic Mail Composing Sending Transport
- 8. 8 ‘Traditional’ vs. Electronic Mail Composing Sending Transport Fetching
- 9. 9 Benefits of Email • Convenience • Speed • Attachments • Accessibility • Cost
- 10. 10 Benefits of Email Marketing
- 11. 11 Benefits of Email Marketing Low Cost Email marketing is cheaper compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel.
- 12. 12 Benefits of Email Marketing Low Cost Global What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience - but there's no telling who's actually reading your content.
- 13. 13 Benefits of Email Marketing Low Cost Global Easy to Create Email marketing doesn't necessarily require a huge team or reams of technical nous in order to be successful. It's certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it's the content of an email that is the most important thing.
- 14. 14 Benefits of Email Marketing Low Cost Global Easy to Create Easy to Track Another key benefit of email marketing is that it's easy to see where you're going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.
- 15. 15 Benefits of Email Marketing Low Cost Global Easy to Create Easy to Track Easy to Share Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren't many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
- 16. 16 Benefits of Email Marketing Segmentation Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.
- 17. 17 Benefits of Email Marketing Segmentation Targeting Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.
- 18. 18 Benefits of Email Marketing Segmentation Targeting Calls to Action Email marketing is great for taking advantage of impulse buying. There aren't many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
- 19. 19 Benefits of Email Marketing Segmentation Targeting Calls to Action Easy to Test Ability to send multiple versions of emails, find which ones are the most effective, and replicate those methods in future emails.
- 20. 20 Benefits of Email Marketing Segmentation Targeting Calls to Action Easy to Test ROI In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. For every $1 spent on email marketing, $44.25 is the average return on investment. A number of sources have suggested that this is better than any other platform. Perhaps it's time for your business to start taking this marketing platform more seriously...
- 21. 21 Email Marketing Etiquette
- 22. 22 Email Marketing Etiquette
- 23. 23 Email Marketing Etiquette Set yourself up for success by asking your customer what they want. Get them to opt-in to your emails.
- 24. 24 Email Marketing Etiquette Remember that there is a person on the other end of your email. Segment your customer lists.
- 25. 25 Email Marketing Etiquette Include your company name on the “from” line.
- 26. 26 Email Marketing Etiquette Ensure your subject line relates to your content.
- 27. 27 Email Marketing Etiquette Communicate clearly and concisely.
- 28. 28 Email Marketing Etiquette Use short paragraphs.
- 29. 29 Email Marketing Etiquette Pre-Header: Brief summary of what the email is about.
- 30. 30
- 31. 31 Email Marketing Etiquette Includes information, summary, and additional incentives.
- 32. 32 Email Marketing Etiquette Header: Serves as base template for all of your emails.
- 33. 33
- 34. 34 Email Marketing Etiquette Images break up your text and create a more appealing email.
- 35. 35 Email Marketing Etiquette Content should be relevant and useful to your customer.
- 36. 36 Email Marketing Etiquette Highlight the most important information and include links to boost traffic/interaction.
- 37. 37 Email Marketing Etiquette Be CAN-SPAM compliant and link to legal jargon.
- 38. 38 Email Marketing Etiquette Proofread, proofread, proofread…
- 39. 39 Email Marketing Etiquette Thank you clients for their time and make them feel appreciated.
- 40. 40 Email Marketing Etiquette Send your email before proofing DON’Ts Address your recipients with the incorrect title or name. WRITE IN ALL CAPS Use an overabundance of symbols Use more than one exclamation mark!!! Use hard-to-read font types or colors Use a distracting or patterned background Use one large image as your entire email Include broken or incorrect links Hide your unsubscribe link Write a novel Mail too frequently Send an email just to send
- 41. 41 Email Marketing Strategy
- 42. 42 Email Marketing Strategy Set Goals Build Audience Develop Channels Create Content Analyze Results
- 43. 43 Email Marketing Strategy 1 Set Goals • Build Brand Awareness • Organically Grow Followers • Generate Leads • Deepen Customer Relationships • Blog or Website Views • Referrals • Confirm Subscription
- 44. 44 Email Marketing Strategy 2 Develop Channels • Get an Email Address • Set up Sender Name • Add Email Signature • Create Static Imagery • Header, Footer, etc.
- 45. 45 Email Marketing Strategy 4 Build Audience • Build a GOOD customer contact list • Advertising • Affiliates • Speaking • Guest Blogging • Segment Customer Lists • Age, gender, product purchased, location, etc.
- 46. 46 Email Marketing Strategy 3 Create Content • Create a Campaign • Choose a List to Target • Design, Write, and Personalize Your Message • Proof Your Message • Send Your Message
- 47. 47 Email Marketing Strategy 5 Analyze Results • Process any Opt-Out Requests • Update Contact Records for all Bounces • Monitor Click-Through-Rate (CTRs) • Watch Sharing Rates • Record Conversion Rates • Note Open Rates • Follow Up
- 48. 48 Email Marketing Strategy Awareness Interest Desire Action Advocacy Achieved Through: Visibility and Engagement What To Do Develop Channels Cross-Promote Sender Name Email Signature Static Graphics
- 49. 49
- 50. 50 Email Marketing Strategy Awareness Interest Desire Action Advocacy Achieved Through: Community Engagement What To Do Call-to-Action Optimized Visuals Relevant & Useful Build Audience Create Content
- 51. 51 Achieved Through: Landing Pages What To Do Create Content Call-to-Action Optimized Visuals Relevant & Useful Email Marketing Strategy Awareness Interest Desire Action Advocacy
- 52. 52
- 53. 53 Email Marketing Strategy Achieved Through: Multiple Strategies What To Do SELL, SELL, SELL!!! Use multiple venues to create interest in your products… …until your LEAD becomes your CUSTOMER! Awareness Interest Desire Action Advocacy
- 54. 54 Email Marketing Strategy Achieved Through: Repeat Visibility and Engagement What To Do Analyze Results Awareness Interest Desire Action Advocacy
- 55. 55 Email Marketing Best Practices
- 56. 56 Best Practices • Use the Double Opt-In Method
- 57. 57 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email
- 58. 58 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Optimize for Mobile! Pre-Header Header Content Footer Brittany,
- 59. 59 Going Mobile
- 60. 60 Going Mobile Needs more optimization Mobile Optimized Short Subject Line Large text is easy to read Main message in preview pane Single Column Buttons front and center Too much text at the top Low contrast make font hard to read Call to action gets lost
- 61. 61 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize Brittany,
- 62. 62 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content Brittany,
- 63. 63 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing Brittany,
- 64. 64 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing • Wake up your Sleepers Brittany,
- 65. 65 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing • Wake up your Sleepers • Cross-Promote Brittany,
- 66. 66 Email Marketing Resources
- 67. 67 Resources SpamAssassin Guidelines http://wiki.apache.org/spamassassin/AvoidingFpsForSenders Subject Line Spam Trigger Words http://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/ Everything You Need to Master Email Marketing http://blog.hubspot.com/marketing/email-marketing-resources-list Integrating Email with the Rest of your Marketing http://blog.hubspot.com/marketing/integrate-email-campaigns-marketing Email Marketing Best Practices http://www.pardot.com/faqs/best-practices/email-marketing-best-practices/ 10 Infographics on Email Marketing Best Practices http://www.toptensocialmedia.com/social-media-social-metrics/ten-infographics-on-email-marketing- best-practices/
- 68. In Summary… 68
- 69. 69 Takeaways • Email is the same as traditional mail, but in a different arena. • Email marketing saves you time and money. • Email marketing is more effective than most other marketing channels. • Proper etiquette is essential to staying out of SPAM folders. • Segment your customer lists. • Create relevant and useful content for your readers. • Email is the central tool to cross-promoting your campaigns.
- 70. 70 Review • Definition of email marketing • How email works • Benefits of email marketing to your business • Proper email etiquette • How to develop an email marketing strategy • How your email marketing strategy plays into your sales funnel • Best Practices • Resources
- 71. Questions? 71
Editor's Notes
- Here’s a look at our agenda for today. First, I’ll define what email marketing is and give a brief history on how it’s changed over time. Then I’ll talk about why email marketing is essential to your business and some proper email etiquette. We’ll then go over creating an email marketing strategy and incorporating that into the growing number of mobile users. Finally, I’ll finish up with some best practices and resources.
- Taking advantage of today’s email service can really help you promote yourself and your business. Let’s talk about some of the benefits of email marketing.
- Finally, email marketing offers one of the highest return-on-investment figures of all marketing channels, an average of 4,300%. Not to mention, it also saves a few trees.
- Email marketing is different from other digital marketing channels because you actually want to build your audience BEFORE you start creating content. So, you’ll see that steps 3 and 4 are out of order for this presentation. When building your audience, you want to compile one main email list, and you want to do this in the right way. You should never, ever, ever purchase a list of emails. First of all, how do you know they’re legit and secondly, sending to these lists is a quick way to find yourself in the SPAM folder. You can build your lists quickly through other proven methods including advertising, asking affiliates to share you name and content, ask clients and potential customers to subscribe, and connecting with people by guest blogging. After you have a full general list, you want to work on segmenting or breaking down your list into smaller groups. Some groups to consider are age groups, gender, income, how they subscribed (blog, social, etc.), the type of product they’ve purchased and maybe where they’re at in the sales funnel. Obviously some of these people will be in multiple categories, and that’s ok because…
- Now that you know the benefits and how to use email marketing for your business, let’s go over some Best Practices.
- So, to review…
- And just a review of everything we talked about today – You should know how to define email and how it works. You should understand the benefits email marketing has on your business. You should know the proper email etiquette rules to follow and what to avoid. You should be able to develop an email marketing strategy and understand how it plays into the sales funnel. And you should have a good list of best practice and resources for further information.