1. Power Your
Email
Marketing
Ruben Quinones,
Director of New Media
2. Who We Are
•Strategic Online Marketing Approach
•Strategic Online Marketing Approach
•SEO, Social Media , ,Pay-Per-Click, Display Ad management
•SEO, Social Media Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing &
•Industry leading technology for managing, optimizing &
tracking search based campaigns
tracking search based campaigns
Some Brands We Have Worked With
5. mail Marketing Considerations
The Transactional
Marketed to
• Current customers
• Prospects who have shown
interest
•Good for sales
•Ideal for well known brands, retail,
ecommerce, and time sensitive events/sales
9. mail Marketing Considerations
Nurturing Based Email
• Entire database
• Or segmented list by vertical
Interest, or relationship
Good for
• Front of Mind
• Building Credibility
• Building Trust
11. Content Ideas for Nurturing Based
Emails
What’s New?
Commentary
What’s going to happen…..what to watch out for
How to – process oriented
Tools and resources that would be of value to your readers
Answering a Question
Common Mistakes to look out for
16. ail Marketing Testing Strategi
Plain Text Emails vs. HTML
• Best practice is to include both
a text version and html version
of your email
• Recipients prefer seeing a plain
text email
22. ail Marketing Testing Strategi
Fist Name vs. No Name in Subject Line
• Test whether including a recipient’s first
name in the subject line has a positive effect
on open rates
23. ail Marketing Testing Strategi
Fist Name vs. No Name in Email
• Test whether including a recipient’s first
name in the email has a positive effect on
open rates
25. ail Marketing Testing Strategi
Social Media Information
• You’ve captured a lead’s social media
information, now what?
• Segment out a portion of your list to
experiment with the results of including
dynamic social media content in your email
sends.
26. ail Marketing Testing Strategi
Image CTA vs. Text CTA
• Test whether you see better conversion
rates from image CTA’s or text CTA’s
(call to action)
Download to Dropbox
27. ail Marketing Testing Strategi
Placement of text CTA’s
• Test which emails get a higher CTR-
anchor text in the beginning, middle, of end
of your email?
• Second CTA in email
• Use of text CTA in p.s. maybe also effect
CTR.
28. ail Marketing Testing Strategi
Offer Type
• Test the performance of various offer types
such as white papers, case studies, videos,
webinars, and e-books.
•Test certain segments based on persona or
lifecycle stage to see if one group prefers
one offer type over the other.
29. ail Marketing Testing Strategi
Email Sender
• Company Name vs. Personal Name as Sender – Test
whether it’s best to send from your company’s name, name
of an actual person at company, or both.
•Sales Contact as Sender – With dynamic content, see if
sending an email using the company’s contact salesperson
improves the performance of email
•Personal vs. Alias Email Address – Test out the
performance of emails based on types of email address.
31. ail Marketing Testing Strategi
Email Copy
• Familiar vs. Professional Tone – Test out different
tones- familiar versus professional, to see which resonates
with your audience
• Longer vs. Shorter Emails – Test out both types of
emails.
32. ail Marketing Testing Strategi
Subject Line Variation
• Test out how different types of copy in the subject line perform.
36. Other Email Marketing Metrics
•List Size and Relevancy
•Email Delivery Rate
•Click Thru Rate
•Spam complaints
•Unsubscribes
37. Identify Key Terms for Your
Customer Segments
•Who are our audiences?
•What are the touch points / challenges of
our customers/alliances?
•What are they asking?
39. Identifying Key Terms for Your
Customer Segments
will lead to ….
•Topical ideas for future content marketed to those
segments
•Uncovering other blogs, forums, influencers, and
social sites that are responding to these key terms
•Embedding these key phrases will give you a better
opportunity to increase CTR’s, opens, etc.
40. Identify Key Terms for Your
Customer Segments
Touch points – key terms that are widely used by
your audience. Ex. (cashflow, tax shelter,
appreciation are terms that accountants would use
in their daily workflow)
Context – key terms that attach a type of relevance,
for ex. New York, venue, etc.
Audience – Segmented customer or alliance.
