Email marketing is the best way to improve customer retention, increase brand awareness, generate sales and nurture new prospects.
Learn where to place your email opt-in form, email best practices and how to measure the success of your email marketing campaigns.
6. 3,550,000,000
Email is not dead
1,110,000,000 500,000,000
http://marketingland.com/infographic-email-isnt-dead-2739
NUMBER OF ACCOUNTS
78% 73% 70%
http://www.slideshare.net/roonitta/study-how-addicted-are-we-to-facebook-mobile
MOST POPULAR ACTIVITY ON SMARTPHONES
7. Email is not dead
77%
6% 5%
HOW CONSUMERS PREFER TO RECEIVE PERMISSION-BASED MARKETING
http://waldowsocial.com/more-proof-that-email-marketing-is-not-dead/
=
$1 $40
http://www.the-dma.org/annualreport/ANNUAL_REPORT-
COMPLETE_PDF_WITH_FINANCIALS.pdf
EMAIL ROI SOCIAL ROI
$1
=
$1.50
http://www.bzzagent.com/blog/post/roi-social-marketing-150/
8. What’s it good for
Generate brand
awareness
Increase customer
retention
Nurture new prospectsGenerate sales
20. Some key questions to ask
Questions to ask ESP 1 ESP 2 ESP 3
Number of subscribers it
supports
Number of emails you can
send each month
Type of reporting
Template support
A/B testing capability
The ability to segment your
list
Automated mailings
22. CAN-SPAM reference
• Don’t use misleading sender or subject lines
• Add your postal addresses to all emails
• If your email list isn’t opt-in, include a clear notice
that states the email is an advertisement
• Include a clear unsubscribe mechanism
• Have a process for handling unsubscribes within a
10-day window
• Don’t harvest email addresses or use automated
means to randomly generate addresses
• Don’t share your unsubscribes with any other entity
seeking to send emails
25. Understanding value proposition
• Why should your customers
purchase from you instead
of from a competitor?
• Some common value props:
• Newness
• Price
• Quality
• Selection
• Service
• Does it have appeal +
exclusivity?
• Be clear and concise: what
are the benefits to your
customers?
26. Subject line best practices
• 50 characters or less
• Contains value proposition
• Front-loaded
• Don’t use misleading sender or subject lines (CAN-
SPAM)
27. A/B test subject lines
15.2%
17.1%
15.6%
13.5%
Subject line
Save Big with Free Freight on Easter
Free Freight on Easter
Cut Freight Costs with Free Freight
Spring Special: Free Freight on Easter
Open rate
A
B
C
D
Which subject line won?
28. A/B test subject lines
15.2%
17.1%
15.6%
13.5%
Subject line
Save Big with Free Freight on Easter
Free Freight on Easter
Cut Freight Costs with Free Freight
Spring Special: Free Freight on Easter
Open rate
A
B
C
D
Which subject line won?
29. A/B test subject lines
15.2%
17.1%
15.6%
13.5%
Subject line
Save Big with Free Freight on Easter
Free Freight on Easter
Cut Freight Costs with Free Freight
Spring Special: Free Freight on Easter
Open rate
A
B
C
D
27% lift
Which subject line won?
30. A/B test subject lines
13.8%
12.5%
12.6%
14.8%
Subject line
It’s National Fragrance Day! Free Shipping on your favorite
scents!
Celebrate National Fragrance Day with FREE SHIPPING!
Happy National Fragrance Day! Free Shipping on us!
FREE SHIPPING for National Fragrance Day!
A
B
C
D
Open rate
Which subject line won?
31. A/B test subject lines
13.8%
12.5%
12.6%
14.8%
Subject line
It’s National Fragrance Day! Free Shipping on your favorite
scents!
Celebrate National Fragrance Day with FREE SHIPPING!
Happy National Fragrance Day! Free Shipping on us!
FREE SHIPPING for National Fragrance Day!
A
B
C
D
Open rate
Which subject line won?
32. A/B test subject lines
13.8%
12.5%
12.6%
14.8%
18% lift
Subject line
It’s National Fragrance Day! Free Shipping on your favorite
scents!
Celebrate National Fragrance Day with FREE SHIPPING!
Happy National Fragrance Day! Free Shipping on us!
FREE SHIPPING for National Fragrance Day!
A
B
C
D
Open rate
Which subject line won?
33. The parts of an email
SUBJECT LINE
BODY
Content
Layout
34. Body best practices
• It is clear who the email is
from
• Top left portion is
optimized
• Contains value
proposition
• Contains a single
descriptive call-to-action
• If your email list isn’t opt-
in, state the email is an
advertisement. (CAN-
SPAM)
35. Body best practices
• It is clear who the email is
from
• Top left portion is
optimized
• Contains value
proposition
• Contains a single
descriptive call-to-action
• If your email list isn’t opt-
in, state the email is an
advertisement. (CAN-
SPAM)
36. Body best practices
• It is clear who the email is
from
• Top left portion is
optimized
• Contains value
proposition
• Contains a single
descriptive call-to-action
• If your email list isn’t opt-
in, state the email is an
advertisement. (CAN-
SPAM)
37. Body best practices
• It is clear who the email is
from
• Top left portion is
optimized
• Contains value
proposition
• Contains a single
descriptive call-to-action
• If your email list isn’t opt-
in, state the email is an
advertisement. (CAN-
SPAM)
40. Layout best practices
• Has a good
eye path
• 600 pixels wide
• Combats
image blocking
Layout
poor use of
alt-text
41. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
42. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
43. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
44. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
45. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
46. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
47. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
48. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
49. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
50. Critique the email
• It is clear who
the email is from
• Top left portion is
optimized
• Contains value
proposition
• Contains a
single
descriptive call-
to-action
• Good eye path
72. Key takeaways
• Email works
• Start building your email
list today
• Choose your ESP based
on your needs over the
next 3-5 years
• Understand + use your
value proposition
• Measure everything
Making Email Work for You Start building and using your email list. This session covers strategies and tactics on creating an email list and then using email to stay front of mind with your best customers and prospects alike. Targeted for both retailers and designers alike, Eric will give easy to execute advice on how to take advantage of this highly measurable and affordable marketing channel.Should add a IMC / LV Market Logo/ branding
Animate?
Can we somehow highlight our B2C? Do we have the biggest ones ID’d for B2C?
Can we add a little life to this?
http://marketingland.com/infographic-email-isnt-dead-273911.2 hours – average time spent reading and answering emails per week$40 for every $1 invested in email (comparable to X$ in print and other mediums)Doesn’t get the attention that the more trendy social media applications do, but email still reigns in terms of reach and cost effectiveness…
http://marketingland.com/infographic-email-isnt-dead-273911.2 hours – average time spent reading and answering emails per week$40 for every $1 invested in emailPresent in context of what similar numbers are for other mediums. What is the best way to preesent this in terms of flow??? Just one slide?
Do we need to balance this with a “what its not good for?”It is a dull slide…how to Jazz? Can we end section with a bang?
Stats? Opening language? How to set up importance of this topic
Can we also show a below the fold example? A series of bad decisions…
How do we drive home the point? Great info, how to show contrast and result?
Use your website: Can we animate to show how it works?
http://www.experian.com/assets/cheetahmail/white-papers/acquisition-and-engagement-tactics.pdfConfusing 33% of 25%? That is only 8% total….doesnt sound like a winTransition is/....make it easy and part of your everyday interaction with customers (POP, phone, etc)
Add QR codes that link to a simple online registration page to print materials (bags and bag stuffers, print ads, catalogs, store signs and other point-of-sale promotions).Kind of a good idea, bad idea presentation of the QR code (show some examples of the list above….)Also need to show how it works…
In-store or POS tablets or kiosks allow shoppers to add their names and email addresses to your database
Feature your email registration prominently on your fan page and periodically post an appeal to signup. “Register to get a 20% off coupon”What you CAN’T DO: Don’t’ harvest email addresses or use automated means to randomly generate addresses (CAN-SPAM)http://www.epolitics.com/2011/11/03/using-social-media-to-build-your-email-list-and-vice-versa/Need to give primer on CAN – SPAM. Maybe present as a do and don’t list
Refer-a-friend:Bullet and “some stats” seems a little vague…Should this be one of the best practices and layered in the earlier slide?
Pricing information:MailChimp (cheapest)– Free – and up from there based on number of subscribersConstant contact – try it free for 60 days then $15/month to start and up from there based on the number of subscribersCampaign monitor - $9/month - $700/month depending on subscribers and emails sent
Checklist and matrix. Add a weighting system? Is there a produced checklist out there?
Maybe a winding road graphic or something to tie it together…
Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000
Anatomy Class
I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
This is really good
This is really good
This is really good
This is really good
Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
Are these listed in right order?
Are these listed in right order?
Are these listed in right order?
Are these listed in right order?
Are these listed in right order?
Add your postal addresses to all emailsInclude a clear unsubscribe mechanismHave a process for handling unsubscribes within a 10-day windowDon’t share your unsubscribes with any other entity seeking to send emailsEach separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000Maybe this goes in the CAN –SPAM area…
Add your postal addresses to all emailsInclude a clear unsubscribe mechanismHave a process for handling unsubscribes within a 10-day windowDon’t share your unsubscribes with any other entity seeking to send emailsEach separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000Maybe this goes in the CAN –SPAM area…
Maybe a winding road graphic or something to tie it together…
Don’t waste the opportunityNeed consistency on bullets
Don’t waste the opportunityNeed consistency on bullets
Don’t waste the opportunityNeed consistency on bullets
Don’t waste the opportunityNeed consistency on bullets
Don’t waste the opportunityNeed consistency on bullets
Branding infoThanks/welcomeWhat to expectOffer/incentiveCall-to-actionNo e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
Designers may not have best sellers, but they may have awards they won or most popular blog posts.Non-ecommerce sites call to action should be to shop in the store.
Not sure of direction here
Urgency works wellDoesn’t just have to be for e-commerce sites. See limited email for in-store promotion email.Designers can run contests.Maybe Urgency is the title
Maybe a winding road graphic or something to tie it together…
Google analyticsLooks intimidating. Should we use a chart/graph? Couple of slides? Key metrics: Need to keep it simple and digestibleList SizeOpenClickConversion
Silverpop’s 2013 Email Marketing Study: http://www.marketingprofs.com/charts/2013/10751/email-open-and-click-through-rates-benchmarks-by-industryUnsubscribe from mailchimp and constant contact Constant Contact stats http://support2.constantcontact.com/articles/FAQ/2499