All the email marketing tips and tactics in the world are meaningless if you can't measure their effectiveness beyond simple vanity metrics. In this webinar, you will learn email's place in your marketing strategy, and what goes into a successful email marketing campaign, so the next time you press "send" it's with purpose, and gets results. - Email's place in the marketing continuum - What email is, and what it isn't - Creating goals and defining success - The secret sauce to being relevant in the inbox - Segmentation, content, and optimization tips - Tests and metrics worth trying Guest expert - Stephan Hovnanian Stephan Hovnanian is the owner of Shovi Websites, an email marketing and web strategy company located outside Boston. Stephan works with B2B brands who are transitioning to customer-centric marketing strategies by revitalizing the relationships they have with their audiences, and empowering them to allow marketing to touch all areas of the customer journey.

1. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Essentials of
High-Performing
Email Marketing
Programs STEPHAN HOVNANIAN
www.shovi.com
@stephanhov

2. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What we’re covering today
Email’s place in the marketing continuum
What email is, and what it isn’t
Creating goals and defining success
The secret sauce to being relevant in the inbox
Segmentation, content, and optimization tips
Tests and metrics worth playing with

3. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What Email Marketing
Can Do for YOU...

4. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Where does email fit in?
image credit: Bigstockphoto

5. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Where does email fit in?
Communicating with a qualified audience with intent to buy
Communicating through the customer acquisition period
Ongoing customer relations and value nurturing

6. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What email IS and IS NOT
image credit: Bigstockphoto

7. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What email IS and IS NOT
EMAIL IS…
Brand touchpoint
Trust builder
One-to-one communication
EMAIL IS NOT…
● A sales channel*
● A billboard
● A one-size-fits-all message
*but it can be when done right with
segmentation and personalization

8. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Creating Your
Email Marketing Strategy

9. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Defining Success
image credit: Bigstockphoto

10. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Defining Success
Industry benchmarks (Silverpop, Litmus, Econsultancy)
How email marketing helps improve sales, support, customer success

11. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
image credit: Bigstockphoto

12. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Program Goals...
Churn
Growth
Fatigue
Segment Optimization
Attribution

13. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Individual
Email Goals...
Newsletters
Lead nurturing sequence
New blog post notifications
Welcome/Onboarding series
Transaction receipts
Account-related

14. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Campaign Goals...
Sales
Traffic
Registrations
Funnel Optimization

15. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Tips for Exceptional
Email Marketing

16. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Designing for Experience
image credit: Bigstockphoto

17. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Designing for the experience
Match email to landing page
Subject lines & copy - deliver what you promise
Think mobile, even on desktop
Optimize context - timing, content investment

18. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Segments and Triggers
image credit: Bigstockphoto

19. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Segments and Triggers
Brand champions and network amplifiers
Interest based
Content type
Local customers

20. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Content Strategies
image credit: Bigstockphoto

21. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Content strategies - what to put in your emails
It’s about them, not you
Experiment with different content types (images vs. text links)
Trade/local events (what you’re attending, what you learned)
Something exclusive
Primary vs. Secondary content

22. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
List Growth Best Practices
image credit: Bigstockphoto

23. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Growing your email list
Subscribe page
Link to subscribe page in email
Consistency
Social engagement
Right time, right way asks

24. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Conversion Optimization and Testing
image credit: Stephan Hovnanian

25. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Conversion Optimization & Testing
Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)
Split testing
Design elements
Copy and subject lines

26. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Stay in touch
WHERE: www.shovi.com, @stephanhov
on Twitter, LinkedIn, etc.
WHAT: Email marketing, customer
success, and conversion optimization
strategies. > 15 years experience.
WHO: Companies transitioning from
sales-driven to customer-centric
marketing. Primarily B2B.
STEPHAN HOVNANIAN
www.shovi.com
@stephanhov

27. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Parting Thought...
image credit: Bigstockphoto
When someone invites you into their inbox, respect
that relationship, and help them see success.
That’s your job; do it well and your email marketing
program will deliver huge returns for your business.

28. STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Your questions...
image credit: Bigstockphoto