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Email Marketing Tips, Tricks and Traps
- 1. Email Marketing Tips, Tricks and Traps for Today’s Digital Marketer Delivra’s Doug Wilcox Director of Sales and Marketing
- 3. Who is Delivra? An email marketing software and services company. Provider of email solutions for companies like… But more importantly to you – we work with hundreds of growing, small businesses.
- 4. 1. Tips 2. Tricks 3. Traps
- 5. • Deliverability Matters. • Clean, Rinse and Repeat. • Testing! Tips…
- 7. Deliverability • 1 in 5 legitimate opted in emails land in the spam folder. • Email has helped our clients gain ROI’s of $35 : $1 Therefore – If your email doesn’t land in the inbox, you are throwing money away.
- 8. Clean out the trash • Make sure you are collecting addresses with explicit opt-in. • Multiple opt-in locations? Know who comes from where. • Confirm new addresses before adding them to your ongoing mailings. • If you haven't recently had interaction with an address, get rid of it.
- 10. Test! The #1 Thing Every Marketer Should Do More of is... Testing!!! • It’s cheap • It’s quick • It works to help you meet your goals.
- 13. • Segment your list. • Set up email triggers. • Re-engage old subscribers. Tricks…
- 14. Segmentation 39% of email marketers that practice list segmentation see better open rates; 28% see lower opt-out and unsubscribe rates; and 24% see better email deliverability. -Lyris Annual Email Optimizer Report “ ”
- 15. Triggered Emails Specific Client Success
- 16. Sales by Type
- 18. Re-Engagement Email Specific Client Success
- 19. • Sending without a plan. • Marketing automation traps (or Keeping up with the Joneses). • Ignoring mobile. Traps…
- 20. Create a Plan Based on Your Company's Goals • Brand Awareness • Driving Traffic • Or good ol’ fashioned, REVENUE?
- 22. Example Goals • For B2B – Increased subscribers o Why? Because each subscriber spends $10 per visit • For B2C – Increased Website Leads o Why? Because it takes 10 leads to get me a sale.
- 26. Ignoring Mobile
- 27. Write this down…
- 28. Delivra Delivra Doug Wilcox Director of Sales & Marketing dwilcox@delivra.com 317-348-3133 (office direct)
Hinweis der Redaktion
- Doug – design – image from Muncie – next click dots going to africa
- Our story begins which an ending – you click the send button on your email marketing software. Then what happens? Well, this shows us a pretty good ideawww.mailperformance.co.uk Deliverability needs to be explained in simple terms but also emphasized. Green – good. Red – bad. White controls decision. What does this mean to you? Quite simply, once you click send you have no control over what happens to the email you sent – that is whay it is so crucial to make sure you use all of the right steps to make sure you don’t have your legitimate, opted in emails land in the spam folder.
- Make sure you are collecting addresses with explicit opt-in. Examine the opt-in process to make sure that it is clear what is being signed up for, checkboxes are not checked by default... If there are multiple places where addresses are collected, make sure you're identifying who comes from where. Confirm new addresses before adding them to your ongoing mailings. If you haven't had recent interaction with an address, get rid of it.
- Just mention that being consistently bad with a clean list won’t get you anywhere. You need to be consistently good going forward. If you need some tips about doing just that, we will be doing a second webinar. Then again, you could just become a client and we will make sure you are always consistent.
- Does your platform automatically pick a winner from a split testExample from Rachel from slides that she used for Holloway House
- A client example of how easy and beneficial testing can beHere are two emails. One changed was made – the call to action button text. The difference is astounding!
- CHECK – is the creditation correct?http://blog.hubspot.com/blog/tabid/6307/bid/33083/27-Ways-to-Slice-Dice-Your-Email-List-for-Better-Segmentation.aspx
- Rachel:Recently we had a company implement triggered messages and their resultsThe company’s general mailings yield a 7.8% CTRThe abandoned cart triggers yield the highest CTR 18%The welcome series averages a 14% CTRWhat about revenue? Conversion rates for normal mailings is just under .1% while conversion for abandoned cart and welcome emails average at about 5%.
- While triggered email campaigns only amounted to 4 percent of total email campaigns sent – they resulted in 40 of overall sales!!!
- Rachel:What is re-engagement- Reaching out to a group of recipients that are unengaged. Unengaged could be defined as hasn’t opened any of your last 6 emails or it could be they have never opened an email since joining. Why is it important:-1 Deliverability- Review factors driving your email reputation.ComplaintsHard BouncesEmail VolumeList ManagementContentSpam TrapsAccording to MarketingSherpa-One of the not as easy, but most effective of those factors is List Management and removing those subscribers that are unengaged or inactive.-Better resultsTaking out those email addresses who have never or not recently interacted with your content, product or service will also help increase your stats in a good way. Opens, clickthroughs and ROI.
- Average Mailing stat increases for the mailings following the re-engagement campaign:Opens increased: 50% (8.3% -> 12.5%)CTR increase: 100% (1.4% -> 2.8%)ROI went from 10:1 to 12:1
- There is a big differenceAnd it varies greatly based on your industry, who your customers are and what message you’re trying to get to them: Different intent requires vastly different solution sets 1st thing: are you B2B vs. B2C…Do you sell (is your end-user) a business or a consumer. More than likely those two customers respond to email & email marketing in very different ways:For instance, often times in a B2B environment Brand Awareness: Newsletters, education, list build/generation, keeping top of mindIs that what you are trying to do?? If so you need to keep that in mind when building a email programTraffic generation: are you trying to drive website traffic? Are you trying to get prospects/customers/people to a specific event (or series of events)?? Are you trying to get them to your location (brick & mortar)?? If so you need to take a different approach than brand awareness.Revenue generation: ROI!! Probably the most common, particularly with us working largely with B2C’s—We’re all trying to sell more stuff and using email to do it. This one’s also the most complicated and requires the most functionality from your software/UI/ESP/partner. So this definitely requires a lot of functionality and information.You must go into planning email with the correct INTENT in order to drive the correct results…sounds basic I know..but…its not easy.
- So…Based on the intent and goals, then its time to ask yourself the right questions. As our cartoon illustrates here, asking yourself the right questions is the first critical step in accomplishing what you want to get out of email:Again varies depending on industry & customers:If I’m a B2B: I may be trying to generation awareness which generates leads: How many average leads it takes to make a saleWhere are sales coming from: How many sales result from web based leads?If I’m a B2C:ROI: What kind of traffic am I generating now? Purchase data- how much are they buying? Abandonment (both shopping cart and web form/landing pages) Avg sales & Avg margin? Whats a Lifetime Value of a opted in subscriber to my mailing list? Can I tie revenue to my email?As you can tell, in this ROI world there is a lot of data needed and available and that can be very useful to shape the intent and results driven from your email marketing….Its all about the data and how you use it!!
- These are the things that you can build your entire email strategy around. How do I get these numbers? We will come to that later**DELETE THIS SLIDE????** You can still use it later on (part 2)
- Everyone talks about marketing automation but most small to medium sized businesses don’t have a person that will exclusively be responsible for running it. The end result – a huge expense and nothing has been gained. 10k is the average first year cost of implementation – not including the necessary staff member to keep the ‘automation machine’ to keep running
- To get the most out of the new marketing automation system, you’ll need to integrate every data point. That means you may have a lot of management to do.
- http://www.emailmonday.com/mobile-email-usage-statisticsMobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type. eMailmonday- “the Ultimate mobile email stats” (2014)