SlideShare ist ein Scribd-Unternehmen logo
1 von 13
Downloaden Sie, um offline zu lesen
Email (content) Marketing



                               @AbbyAlwan abby@myemma.com myemma.com

                                                                                                          1

Content Marketing always seemed like a silly phrase- Marketing has always been the process of
portraying collateral/design...content to connect your brand w/your consumers. So isn’t all marketing
content marketing?
The main things I was able to connect w/ when first learning of content marketing is that it’s the
CREATION of and process of SHARING that content with your brand followers and potential customers.
With so many channels and types of content to portray, it’s no wonder people are buzzing about
content marketing, not just marketing anymore.
My favorite thing to talk about with Emma partners is how to tell your brand story to connect with your
audience. Email is the perfect way to tell your story, so to me email and content marketing really go
hand in hand.
Electronic
  $42.08             ROI of every dollar spent on email marketing (DMI 2010)



         63%         of mobile users check email 1x day or more (Merkle 2011)




               74%          of all online adults prefer email in commercial communication (Merkle 2011)



                      90%          of consumers have been using email since ’05 (2010 Digital Marketing Fact Book)




                               @AbbyAlwan abby@myemma.com myemma.com

                                                                                                                     2

Here’s what we know about email:
it’s personal, direct, it’s database driven, design & brand focused. It’s segment-able & it’s
measurable.
Social Media channels like T & FB are great additional tools to your overall marketing strategy, they
especially play nicely with email.
Emma loves SM, we take the stance of making it very easy to connect all the channels. for you
AND your audience.
They aren’t however, tools to use on their own w/out a solid channel like email done really well first.
Posts and Tweets can be tracked to an extent, but not the way email can.
Who saw it, what they clicked on, where they went and what they did once they got there (thanks
google analytics). Email shows you the who behind the action.
All of this considered, where is your audience? Look at who they are, and be where they are.
First things first,
                                    Grow your list (lirst?)




                                @AbbyAlwan abby@myemma.com myemma.com

                                                                                                               3

So you wanna incorporate email marketing into your strategy. First things first...

Get people on your list. Sign up forms should live where your audience is. Online, at store/front desk, fish
bowl.

Segment - whether it be event invites vs. newsletter, where they live, what products they are specifically
interested in. Groups & email activity

Sure you could send the message to everyone, but a study showed that 39% of people saw an increase
in open rates and 28% saw a decrease in opt outs once they segmented their audience base.

The right message to the right person.
Getting the right message
             to the right people
                                see, gloss over, delete


 Read: They’ve asked you to communicate, now
            make it worth their time




                               @AbbyAlwan abby@myemma.com myemma.com

                                                                                                          4

Content is a key component to email marketing. email without great or strategic content, is just noise.
inbox noise actually: see, gloss over, delete

9 seconds. Real estate. Top 1/3rd should be branded/well designed for them to know what to expect.
Welcome Note
Newsletter
Promotion
Engagement
Survey Invitation
Holiday Card
Event Invite/Reminder
In-the-Moment Notification

                                @AbbyAlwan abby@myemma.com myemma.com

                                                                                                             5

Welcome note: set up a trigger, engage them right away
Newsletter: What they can learn to expect from you
Promotion: New items in store, new collaboration to announce, any announcement you’ve got
Engagement: asking them to get involved
Survey
Holiday
Event. Another trigger. Tell your email platform they’re attending a particular event, set up triggers to
remind them once they’ve clicked the RSVP link, then another after the event as a wrap up
Notification: It’s raining but the event is covered, we’re still on. We’re closed due to an impromptu all-
staff game of ping pong
@AbbyAlwan abby@myemma.com myemma.com

                                                                                                              6

YMCA. They utilize the color of their design to draw your eyes to key components. Brand recognition is a
big part of grabbing attention in that 9 seconds. Having great looking emails (including branded, well
designed headers/top 1/3rd of the email) is an important way to engage someone that has opted into
your brand.

Using bold images and consistent font, it’s a great read & accomplishes all of that. Logo links to site,
Donate Now call to action links to donation page. Informative, tells their story,

Greenlights in Austin. A nice thank you with great call to action. Love their Kickstarter-style donation
buttons. They utilize their content on their website to save the email real estate for the call to action &
why. Again with the stand-out link in blue. I maybe would have used Green, but it looks good.
Building Brand Engagement




                                                              Building desire/sales


                               @AbbyAlwan abby@myemma.com myemma.com

                                                                                                          7

Sweet Leaf. They continue to build their brand with engagement and activity. Not calling for SALES, BUY
ME, SPEND YOUR MONEY HERE. But really solidifying their relationship with the audience through activity.
Bigger picture strategy, the sales ultimately come. Driving traffic to social media and site.

Catbird. More of an announcement or sales driven email/announcement. Highlighting what’s new and
linking each image to that part of the online store. They get where they want to go. Also drive them
right into the store when they get that email at 4pm on a Tues. Keeps things concise, you don’t have to
scroll far to see what’s in, you can open, look, click, get to where you want to be.

Tip here: Each image is linked to approp item. Use the knowledge of their attraction to that item for
future targeting, trigger another email on more products like it.
Jump Links/
          Anchors




                                 @AbbyAlwan abby@myemma.com myemma.com

                                                                                                                 8

Jumplinks/anchors. Use links when you can and when it fits. You want to drive them to the original
content. However, not EVERY audience wants to see short and sweet. When you have an audience
that enjoys those longer emails, or you don’t have that content on your site or blog to drive them
elsewhere and your email is where it’s at, let them choose what’s important with these quick links. They
take them to the portion of the email that will give them more info.

If I see the list of topics up top and one interests me, I’m definitely jumping down to read it. But if I scan
the entire email to see what’s interesting to me, I could miss something with all that text and content.

Another Y Example (we love us some YMCA), The content in the email reminds them of savings they
can take advantage of, and the links up top show them each action/item they want to take/learn
more about. Images connect you with the program, and the real estate in the email highlights the best
parts about summer camp.
Hey you, do this!




                                @AbbyAlwan abby@myemma.com myemma.com

                                                                                                             9

More engagement here. Utilize your channels together.

Kodak announced a social media image contest via email. Used email to engage the activity, as well
as see who was interested in it. Building their brand loyal consumers, and those who participate feel like
they’re part of the Kodak community.

Birds, awesome ATX barbershop. What a great thank you note from the owners, their image is so
personal, building + thanking their brand loyal followers- with the call to action for engagement and
sharing with your friends to vote.
Subject lines
                              Save your best writing for this little guy




                                      Identify self
                                Make them relevant
                                  Personalize them
                               Call to action if need be




                                @AbbyAlwan abby@myemma.com myemma.com

                                                                                                            10

Test a few out to see what works best for your audience. A/B Split testing makes that easy.

Test length. Sometimes short subject lines destroy long ones, sometimes they don’t

Pay close attention to what is working for your audience in a style of subject line as well as from name.
Is info@, or abby@ more effective to use?

Big pet peeve of mine is noreply@, but that may work for your brand identity or client. I invited you to
my inbox, at least tell me there’s a human behind it!
Let your numbers and engagement shape your
                         email strategy
                See what’s best for your audience.




                                @AbbyAlwan abby@myemma.com myemma.com

                                                                                                           11

Email is great bc it’s data driven, but if you don’t do anything with the data, aren’t you just shooting
with your eyes closed?

Compare your emails. Which content got better click throughs, which subject lines got better open
rates?
Dig in




                               @AbbyAlwan abby@myemma.com myemma.com

                                                                       12

Take a look at each email individually.
Delivering Content Marketing via
                         Email
                  9 Seconds? Major value and call to action at the top

                                    Utilize jump-links, drive traffic

                 Use stand-out design, colors for links and calls to action.

              Watch engagement, be where audience wants you to be

Make sure you're gathering -- and using -- information about your subscribers to
                         send more relevant emails.

    Know what the best practices are, but don't always assume they'll work. Bravely
                                    experiment




                                 @AbbyAlwan abby@myemma.com myemma.com

                                                                                                         13

I’ll leave you with a few final thoughts.

9 secs: Are your emails designed to maximize that?
links: drive traffic to more content
Create the content in the email so the important points stand out
Where aud wants you to be: put your emails in social media channels so everyone can see your
message
send follow-up notes to people who've clicked or opened
Maybe a really long email will outperform a to-the-point one. Or a weekend send time will engage a
whole new group of readers. Everything is different for everyone’s brand, so it’s important to TEST what’s
right for yours.

Más contenido relacionado

Andere mochten auch

Transcoding: A Technique to Transform Digital Content
Transcoding: A Technique to Transform Digital ContentTranscoding: A Technique to Transform Digital Content
Transcoding: A Technique to Transform Digital ContentVideoguy
 
Understanding Water and Terrorism
Understanding Water and Terrorism Understanding Water and Terrorism
Understanding Water and Terrorism Christina Parmionova
 
Marketing Measurement - Measure to Manage!
Marketing Measurement -  Measure to Manage! Marketing Measurement -  Measure to Manage!
Marketing Measurement - Measure to Manage! Shaun Quigley
 
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179Johan Alejando Pulido Velandia
 
PRODUCTO FINAL SESION 4
PRODUCTO FINAL SESION 4PRODUCTO FINAL SESION 4
PRODUCTO FINAL SESION 4pelosbombas
 
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015Michael Crassweller
 
Crisis reputacionales en Perú 2011
Crisis reputacionales en Perú 2011Crisis reputacionales en Perú 2011
Crisis reputacionales en Perú 2011Luisa Garcia
 
Vcslidesharev2v2 141124052102-conversion-gate02
Vcslidesharev2v2 141124052102-conversion-gate02Vcslidesharev2v2 141124052102-conversion-gate02
Vcslidesharev2v2 141124052102-conversion-gate02vcimentos
 
AYD_125_CASA IBERMAISON T5
AYD_125_CASA IBERMAISON T5AYD_125_CASA IBERMAISON T5
AYD_125_CASA IBERMAISON T5karin mehnert
 
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...Monitoring and Evaluation system for PFES: Key findings and policy recommenda...
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...CIFOR-ICRAF
 
La generación del 27 y sus poetas
La generación del 27  y sus poetasLa generación del 27  y sus poetas
La generación del 27 y sus poetasEmmanuel Manzotti
 

Andere mochten auch (14)

Transcoding: A Technique to Transform Digital Content
Transcoding: A Technique to Transform Digital ContentTranscoding: A Technique to Transform Digital Content
Transcoding: A Technique to Transform Digital Content
 
Understanding Water and Terrorism
Understanding Water and Terrorism Understanding Water and Terrorism
Understanding Water and Terrorism
 
Marketing Measurement - Measure to Manage!
Marketing Measurement -  Measure to Manage! Marketing Measurement -  Measure to Manage!
Marketing Measurement - Measure to Manage!
 
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179
Noticias Manmin - Periódico Evangélico Cristiano multi-idioma. N° 179
 
PRODUCTO FINAL SESION 4
PRODUCTO FINAL SESION 4PRODUCTO FINAL SESION 4
PRODUCTO FINAL SESION 4
 
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015
 
Crisis reputacionales en Perú 2011
Crisis reputacionales en Perú 2011Crisis reputacionales en Perú 2011
Crisis reputacionales en Perú 2011
 
Vcslidesharev2v2 141124052102-conversion-gate02
Vcslidesharev2v2 141124052102-conversion-gate02Vcslidesharev2v2 141124052102-conversion-gate02
Vcslidesharev2v2 141124052102-conversion-gate02
 
Suculentas2
Suculentas2Suculentas2
Suculentas2
 
AYD_125_CASA IBERMAISON T5
AYD_125_CASA IBERMAISON T5AYD_125_CASA IBERMAISON T5
AYD_125_CASA IBERMAISON T5
 
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...Monitoring and Evaluation system for PFES: Key findings and policy recommenda...
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...
 
Tiempos verbales
Tiempos verbalesTiempos verbales
Tiempos verbales
 
La generación del 27 y sus poetas
La generación del 27  y sus poetasLa generación del 27  y sus poetas
La generación del 27 y sus poetas
 
Saber eletrônica 461
Saber eletrônica 461Saber eletrônica 461
Saber eletrônica 461
 

Mehr von IABC Houston

IABC Entrepreneur Presentation
IABC Entrepreneur Presentation IABC Entrepreneur Presentation
IABC Entrepreneur Presentation IABC Houston
 
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...How Hacking the Hidden Networks in Your Organization can Make you a Better Co...
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...IABC Houston
 
Marketing OTC Presentation by Dana Otillio For IABC Houston
Marketing OTC Presentation by Dana Otillio For IABC HoustonMarketing OTC Presentation by Dana Otillio For IABC Houston
Marketing OTC Presentation by Dana Otillio For IABC HoustonIABC Houston
 
Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)IABC Houston
 
Cloud Computing Silver Lining
Cloud Computing Silver LiningCloud Computing Silver Lining
Cloud Computing Silver LiningIABC Houston
 
Cisco brand-language-iabc-houston
Cisco brand-language-iabc-houstonCisco brand-language-iabc-houston
Cisco brand-language-iabc-houstonIABC Houston
 
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...IABC Houston
 
17 business-communications-resources
17 business-communications-resources17 business-communications-resources
17 business-communications-resourcesIABC Houston
 
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)IABC Houston
 
Keeping in Touch -- Collaborative Technologies
Keeping in Touch -- Collaborative TechnologiesKeeping in Touch -- Collaborative Technologies
Keeping in Touch -- Collaborative TechnologiesIABC Houston
 
The brave new/old world of Content Marketing!
The brave new/old world of Content Marketing!The brave new/old world of Content Marketing!
The brave new/old world of Content Marketing!IABC Houston
 
Make Your Website Work for You (July 12, 2012)
Make Your Website Work for You (July 12, 2012)Make Your Website Work for You (July 12, 2012)
Make Your Website Work for You (July 12, 2012)IABC Houston
 
MD Anderson Cancer Center: Making Cancer History
MD Anderson Cancer Center: Making Cancer HistoryMD Anderson Cancer Center: Making Cancer History
MD Anderson Cancer Center: Making Cancer HistoryIABC Houston
 
Southwest Air: Nuts About Online Communications
Southwest Air: Nuts About Online CommunicationsSouthwest Air: Nuts About Online Communications
Southwest Air: Nuts About Online CommunicationsIABC Houston
 
Social Media Marketing Made Simple
Social Media Marketing Made SimpleSocial Media Marketing Made Simple
Social Media Marketing Made SimpleIABC Houston
 
Communicating Your Value - John Sweney, CEO of Brookwoods Group
Communicating Your Value - John Sweney, CEO of Brookwoods GroupCommunicating Your Value - John Sweney, CEO of Brookwoods Group
Communicating Your Value - John Sweney, CEO of Brookwoods GroupIABC Houston
 
PR in the Age of NOW
PR in the Age of NOWPR in the Age of NOW
PR in the Age of NOWIABC Houston
 
Thinking [Better] About the Future
Thinking [Better] About the Future Thinking [Better] About the Future
Thinking [Better] About the Future IABC Houston
 
Media Relations -- Getting the Message Out
Media Relations -- Getting the Message OutMedia Relations -- Getting the Message Out
Media Relations -- Getting the Message OutIABC Houston
 

Mehr von IABC Houston (20)

IABC Entrepreneur Presentation
IABC Entrepreneur Presentation IABC Entrepreneur Presentation
IABC Entrepreneur Presentation
 
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...How Hacking the Hidden Networks in Your Organization can Make you a Better Co...
How Hacking the Hidden Networks in Your Organization can Make you a Better Co...
 
Marketing OTC Presentation by Dana Otillio For IABC Houston
Marketing OTC Presentation by Dana Otillio For IABC HoustonMarketing OTC Presentation by Dana Otillio For IABC Houston
Marketing OTC Presentation by Dana Otillio For IABC Houston
 
Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)Self Marketing by John Sweney, Brookwoods Group (May2014)
Self Marketing by John Sweney, Brookwoods Group (May2014)
 
Cloud Computing Silver Lining
Cloud Computing Silver LiningCloud Computing Silver Lining
Cloud Computing Silver Lining
 
Cisco brand-language-iabc-houston
Cisco brand-language-iabc-houstonCisco brand-language-iabc-houston
Cisco brand-language-iabc-houston
 
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...
Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for...
 
17 business-communications-resources
17 business-communications-resources17 business-communications-resources
17 business-communications-resources
 
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)
Going Mobile-Getting Results (Marc Nathan, ESIG-IABC May-2013)
 
Keeping in Touch -- Collaborative Technologies
Keeping in Touch -- Collaborative TechnologiesKeeping in Touch -- Collaborative Technologies
Keeping in Touch -- Collaborative Technologies
 
The brave new/old world of Content Marketing!
The brave new/old world of Content Marketing!The brave new/old world of Content Marketing!
The brave new/old world of Content Marketing!
 
Make Your Website Work for You (July 12, 2012)
Make Your Website Work for You (July 12, 2012)Make Your Website Work for You (July 12, 2012)
Make Your Website Work for You (July 12, 2012)
 
MD Anderson Cancer Center: Making Cancer History
MD Anderson Cancer Center: Making Cancer HistoryMD Anderson Cancer Center: Making Cancer History
MD Anderson Cancer Center: Making Cancer History
 
Southwest Air: Nuts About Online Communications
Southwest Air: Nuts About Online CommunicationsSouthwest Air: Nuts About Online Communications
Southwest Air: Nuts About Online Communications
 
Social Media Marketing Made Simple
Social Media Marketing Made SimpleSocial Media Marketing Made Simple
Social Media Marketing Made Simple
 
Self promotion
Self promotionSelf promotion
Self promotion
 
Communicating Your Value - John Sweney, CEO of Brookwoods Group
Communicating Your Value - John Sweney, CEO of Brookwoods GroupCommunicating Your Value - John Sweney, CEO of Brookwoods Group
Communicating Your Value - John Sweney, CEO of Brookwoods Group
 
PR in the Age of NOW
PR in the Age of NOWPR in the Age of NOW
PR in the Age of NOW
 
Thinking [Better] About the Future
Thinking [Better] About the Future Thinking [Better] About the Future
Thinking [Better] About the Future
 
Media Relations -- Getting the Message Out
Media Relations -- Getting the Message OutMedia Relations -- Getting the Message Out
Media Relations -- Getting the Message Out
 

Último

Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......SABRI INTERNATIONAL
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model InnovationMichal Hron
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 

Último (20)

Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model Innovation
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 

Email Content Marketing

  • 1. Email (content) Marketing @AbbyAlwan abby@myemma.com myemma.com 1 Content Marketing always seemed like a silly phrase- Marketing has always been the process of portraying collateral/design...content to connect your brand w/your consumers. So isn’t all marketing content marketing? The main things I was able to connect w/ when first learning of content marketing is that it’s the CREATION of and process of SHARING that content with your brand followers and potential customers. With so many channels and types of content to portray, it’s no wonder people are buzzing about content marketing, not just marketing anymore. My favorite thing to talk about with Emma partners is how to tell your brand story to connect with your audience. Email is the perfect way to tell your story, so to me email and content marketing really go hand in hand.
  • 2. Electronic $42.08 ROI of every dollar spent on email marketing (DMI 2010) 63% of mobile users check email 1x day or more (Merkle 2011) 74% of all online adults prefer email in commercial communication (Merkle 2011) 90% of consumers have been using email since ’05 (2010 Digital Marketing Fact Book) @AbbyAlwan abby@myemma.com myemma.com 2 Here’s what we know about email: it’s personal, direct, it’s database driven, design & brand focused. It’s segment-able & it’s measurable. Social Media channels like T & FB are great additional tools to your overall marketing strategy, they especially play nicely with email. Emma loves SM, we take the stance of making it very easy to connect all the channels. for you AND your audience. They aren’t however, tools to use on their own w/out a solid channel like email done really well first. Posts and Tweets can be tracked to an extent, but not the way email can. Who saw it, what they clicked on, where they went and what they did once they got there (thanks google analytics). Email shows you the who behind the action. All of this considered, where is your audience? Look at who they are, and be where they are.
  • 3. First things first, Grow your list (lirst?) @AbbyAlwan abby@myemma.com myemma.com 3 So you wanna incorporate email marketing into your strategy. First things first... Get people on your list. Sign up forms should live where your audience is. Online, at store/front desk, fish bowl. Segment - whether it be event invites vs. newsletter, where they live, what products they are specifically interested in. Groups & email activity Sure you could send the message to everyone, but a study showed that 39% of people saw an increase in open rates and 28% saw a decrease in opt outs once they segmented their audience base. The right message to the right person.
  • 4. Getting the right message to the right people see, gloss over, delete Read: They’ve asked you to communicate, now make it worth their time @AbbyAlwan abby@myemma.com myemma.com 4 Content is a key component to email marketing. email without great or strategic content, is just noise. inbox noise actually: see, gloss over, delete 9 seconds. Real estate. Top 1/3rd should be branded/well designed for them to know what to expect.
  • 5. Welcome Note Newsletter Promotion Engagement Survey Invitation Holiday Card Event Invite/Reminder In-the-Moment Notification @AbbyAlwan abby@myemma.com myemma.com 5 Welcome note: set up a trigger, engage them right away Newsletter: What they can learn to expect from you Promotion: New items in store, new collaboration to announce, any announcement you’ve got Engagement: asking them to get involved Survey Holiday Event. Another trigger. Tell your email platform they’re attending a particular event, set up triggers to remind them once they’ve clicked the RSVP link, then another after the event as a wrap up Notification: It’s raining but the event is covered, we’re still on. We’re closed due to an impromptu all- staff game of ping pong
  • 6. @AbbyAlwan abby@myemma.com myemma.com 6 YMCA. They utilize the color of their design to draw your eyes to key components. Brand recognition is a big part of grabbing attention in that 9 seconds. Having great looking emails (including branded, well designed headers/top 1/3rd of the email) is an important way to engage someone that has opted into your brand. Using bold images and consistent font, it’s a great read & accomplishes all of that. Logo links to site, Donate Now call to action links to donation page. Informative, tells their story, Greenlights in Austin. A nice thank you with great call to action. Love their Kickstarter-style donation buttons. They utilize their content on their website to save the email real estate for the call to action & why. Again with the stand-out link in blue. I maybe would have used Green, but it looks good.
  • 7. Building Brand Engagement Building desire/sales @AbbyAlwan abby@myemma.com myemma.com 7 Sweet Leaf. They continue to build their brand with engagement and activity. Not calling for SALES, BUY ME, SPEND YOUR MONEY HERE. But really solidifying their relationship with the audience through activity. Bigger picture strategy, the sales ultimately come. Driving traffic to social media and site. Catbird. More of an announcement or sales driven email/announcement. Highlighting what’s new and linking each image to that part of the online store. They get where they want to go. Also drive them right into the store when they get that email at 4pm on a Tues. Keeps things concise, you don’t have to scroll far to see what’s in, you can open, look, click, get to where you want to be. Tip here: Each image is linked to approp item. Use the knowledge of their attraction to that item for future targeting, trigger another email on more products like it.
  • 8. Jump Links/ Anchors @AbbyAlwan abby@myemma.com myemma.com 8 Jumplinks/anchors. Use links when you can and when it fits. You want to drive them to the original content. However, not EVERY audience wants to see short and sweet. When you have an audience that enjoys those longer emails, or you don’t have that content on your site or blog to drive them elsewhere and your email is where it’s at, let them choose what’s important with these quick links. They take them to the portion of the email that will give them more info. If I see the list of topics up top and one interests me, I’m definitely jumping down to read it. But if I scan the entire email to see what’s interesting to me, I could miss something with all that text and content. Another Y Example (we love us some YMCA), The content in the email reminds them of savings they can take advantage of, and the links up top show them each action/item they want to take/learn more about. Images connect you with the program, and the real estate in the email highlights the best parts about summer camp.
  • 9. Hey you, do this! @AbbyAlwan abby@myemma.com myemma.com 9 More engagement here. Utilize your channels together. Kodak announced a social media image contest via email. Used email to engage the activity, as well as see who was interested in it. Building their brand loyal consumers, and those who participate feel like they’re part of the Kodak community. Birds, awesome ATX barbershop. What a great thank you note from the owners, their image is so personal, building + thanking their brand loyal followers- with the call to action for engagement and sharing with your friends to vote.
  • 10. Subject lines Save your best writing for this little guy Identify self Make them relevant Personalize them Call to action if need be @AbbyAlwan abby@myemma.com myemma.com 10 Test a few out to see what works best for your audience. A/B Split testing makes that easy. Test length. Sometimes short subject lines destroy long ones, sometimes they don’t Pay close attention to what is working for your audience in a style of subject line as well as from name. Is info@, or abby@ more effective to use? Big pet peeve of mine is noreply@, but that may work for your brand identity or client. I invited you to my inbox, at least tell me there’s a human behind it!
  • 11. Let your numbers and engagement shape your email strategy See what’s best for your audience. @AbbyAlwan abby@myemma.com myemma.com 11 Email is great bc it’s data driven, but if you don’t do anything with the data, aren’t you just shooting with your eyes closed? Compare your emails. Which content got better click throughs, which subject lines got better open rates?
  • 12. Dig in @AbbyAlwan abby@myemma.com myemma.com 12 Take a look at each email individually.
  • 13. Delivering Content Marketing via Email 9 Seconds? Major value and call to action at the top Utilize jump-links, drive traffic Use stand-out design, colors for links and calls to action. Watch engagement, be where audience wants you to be Make sure you're gathering -- and using -- information about your subscribers to send more relevant emails. Know what the best practices are, but don't always assume they'll work. Bravely experiment @AbbyAlwan abby@myemma.com myemma.com 13 I’ll leave you with a few final thoughts. 9 secs: Are your emails designed to maximize that? links: drive traffic to more content Create the content in the email so the important points stand out Where aud wants you to be: put your emails in social media channels so everyone can see your message send follow-up notes to people who've clicked or opened Maybe a really long email will outperform a to-the-point one. Or a weekend send time will engage a whole new group of readers. Everything is different for everyone’s brand, so it’s important to TEST what’s right for yours.