Email Marketing Makeover
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As presented at the 2016 Chorus America Conference
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Email Marketing Makeover
- 1. EMAIL MARKETING MAKEOVER CECI DADISMAN PRESIDENT // CARDINAL + COMPANYCECI DADISMAN PRESIDENT // CARDINAL + COMPANY
- 2. HELLO! ARTS MARKETER PITTSBURGH NATIVE WEST VIRGINIA MOUNTAINEER RECOVERING OPERA SINGER DIGITAL MARKETING NERD TREKKIE MOM
- 4. EMAIL MARKETING BRINGS IN $40.56 FOR EVERY DOLLAR SPENT DIRECT MARKETING ASSOCIATION
- 5. NEARLY ⅓ OF PEOPLE HAVE STOPPED DOING BUSINESS WITH AT LEAST ONE COMPANY AS A RESULT OF POOR EMAIL PRACTICES MERKLE SURVEY
- 6. NOW ON TO DESIGN & LAYOUT
- 8. BEFORE
- 9. AFTER
- 10. AVERAGE TIME ALLOCATED TO AN EMAIL AFTER OPENING: 51 SECONDS PEOPLE ONLY FULLY READ 19% OF EMAILS PREDOMINANT BEHAVIOR: SCANNING ONLY SKIMMED A SMALL PART 35% OF THE TIME NEILSEN
- 12. A COMPANY EMAIL THAT INCLUDES A VIDEO RECEIVES AN INCREASED CLICKTHROUGH RATE BY 96% DIGITAL SHERPA
- 13. QUALITY IS BETTER THAN QUANTITY WHEN IT COMES TO IMAGES
- 15. FEATURE ONE MAIN CALL TO ACTION
- 16. KEEP YOUR GRAPHICS IN CHECK CHOOSE IMAGES THAT ARE IMPACTFUL AND KEEP THEM LARGE ENOUGH TO SEE
- 18. USE ONLY TEXT THAT IS NECESSARY REMINDER: THE POINT OF AN EMAIL IS TO GET SOMEONE TO TAKE FURTHER ACTION. LOVE THE “READ MORE…” LINK
- 22. PERSONALIZATION INCREASED UNIQUE OPEN RATES TO 73% GET RESPONSE
- 23. SUBJECT LINES PHRASED AS QUESTIONS PERFORM BETTER THAN STATEMENTS MAILCHIMP
- 24. KEEP YOUR SUBJECT LINES TO 50 CHARACTERS OR LESS MAILCHIMP
- 25. YOUR SUBJECT LINE SHOULD ALWAYS REFLECT THE EMAIL CONTENT
- 26. Good! Unclear + Repetition of Org Name Name of the Newsletter
- 27. Good! Unclear + Repetition of Org Name Name of the Newsletter
- 29. NEWSLETTER ONCE PER MONTH DIGEST OF IMPORTANT UPCOMING EVENTS FOCUS ON THE “SOFT SELL” INTERESTING NEWS COMPELLING CONTENT
- 30. TED GOAS MAIN FEATURE SECONDARY FEATURE TERTIARY FEATURE
- 32. EBLAST FREQUENCY VARIES DRIVEN BY SPECIFIC EVENT “HARD SELL” ONE CLEAR CALL TO ACTION COMPELLING CONTENT
- 33. COMPELLING IMAGE EVENT DETAILS + CTA
- 36. RELEVANTNOT RELEVANT NOT RELEVANT
- 38. WHY SEGMENT? INCREASE OPEN RATES INCREASE CONVERSIONS DECREASE UNSUBSCRIBES INCREASE CLICKTHROUGH RATES MAKE PEOPLE HAPPIER
- 39. NOT EVERYONE SHOULD GET EVERY EMAIL HIGHLY ENGAGED PEOPLE CAN WITHSTAND MORE MESSAGES. LESS ENGAGED PEOPLE CANNOT.
- 41. IMPORTANT! THE MESSAGE MUST MATCH THE SEGMENT
- 42. BEHAVIORAL DEMOGRAPHIC ENGAGEMENT HISTORY EVENT ATTENDANCE CONTEST ENTRY DISCOUNT USE MEMBERSHIP HISTORY GROUP PROSPECT INVITE LIST GEOGRAPHY GENDER REPERTOIRE INTERESTS PROGRAM INTERESTS INTERNAL DATA SIGN UP FORM DATA
- 43. SAMPLE LIST SEGMENTS NEWS & UPDATES 2015 SEASON SUBSCRIBERS 2014 SEASON SUBSCRIBERS 2013 SEASON SUBSCRIBERS 2015 SEASON TICKET BUYERS 2014 SEASON TICKET BUYERS EVENT RAFFLE ENTRIES YOUNG FRIENDS MEMBERS
- 44. EMAIL VERSIONS HIGHLY ENGAGED NEW ACQUISITION ALREADY BOUGHT
- 45. UPCOMING EVENT: HIGHLY ENGAGED LISTS SUPPRESSIONS 2015 EVENT ATTENDEES 2014 EVENT ATTENDEES 2013 EVENT ATTENDEES 2015 EVENT 1 ATTENDEES 2015 EVENT 2 ATTENDEES NEWS & UPDATES YOUNG FRIENDS MEMBERS EVENT RAFFLE ENTRIES PEOPLE WHO HAVE ALREADY BOUGHT
- 46. NOW, WHAT DO YOU DO AFTER YOU SEND?
- 47. FOLLOW UP OPENED BUT DID NOT CLICK CLICKED BUT DID NOT BUY UPCOMING EVENT: TRADITIONAL DID NOT OPEN
- 48. OPENED BUT DID NOT CLICK Here is something else really cool about this event...
- 49. CLICKED BUT DID NOT BUY Hi! Is there any way that we can provide some extra help?
- 50. DID NOT OPEN Here is a really provocative subject line to entice you...
- 51. WHEN IS THE BEST TIME TO SEND?
- 54. THANK YOU! CECI DADISMAN cecidadisman@gmail.com // @cecidadisman