How To Get The Results You Want From An Email Campaign
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This document discusses how to improve email marketing efforts. It recommends automating messages like welcome emails and follow up series. It also suggests gathering subscribers through forms on the website and social media. Additionally, the document advises setting clear subscriber expectations and sharing past email examples. Finally, it proposes optimizing efforts through segmentation, split testing forms and emails, and analyzing metrics. The overall goal is to improve open and click-through rates and generate more sales from email campaigns.
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How To Get The Results You Want From An Email Campaign
- 1. EMAIL MARKETING How to get the results you want from an email campaign Crystal Gouldey AWeber Communications Slides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com
- 2. WHAT YOU’LL LEARN - Why you should use email for your business - How to start your email marketing right - Ideas for improving your email efforts
- 3. WHY EMAIL? MarketingProfs: $40 for every $1 spent on email marketing Source: Monetate
- 4. EMAIL MARKETING SUCCESS The Bee Folks Snail mail: $500 to send 2,000 postcards. Return: Maybe 2-3 used the coupon code. Email: $50/month to send unlimited emails. Return: Generates a couple thousand dollars in sales per email.
- 5. STEPS TO TAKE 1. Automate your messages 2. Gather subscribers 3. Set clear expectations 4. Optimize for better results
- 6. STEP 1: AUTOMATIC EMAILS - Welcome email - Follow up series - Blog to email
- 7. WELCOME EMAIL Step 1
- 8. FOLLOW UP SERIES Step 1
- 9. CHEF TONY’S SERIES Message Subject Open Rate 1 Welcome 81% 2 $10 off coupon 133% 3 Half price on wine bottles 85% 4 Special price on bottomless mimosas 66% 5 $40 date night special, 20% off wine bottle 75% Step 1
- 10. BLOG TO EMAIL Step 1
- 11. STEP 2: GATHER SUBSCRIBERS - Pop up form - Facebook form - Integrations
- 12. OFFLINE LIST BUILDING Step 2
- 13. OFFLINE LIST BUILDING Step 2
- 14. SIGN UP FORMS Step 2
- 15. POP UP FORMS Step 2
- 16. FACEBOOK FORM Step 2
- 17. INTEGRATIONS Zapier.com Step 2
- 18. CASE STUDY Social Media Examiner Founded in 2009 - used pop ups, social media and other integrations to fuel growth Currently has close to 180,000 subscribers and exponential growth Sells newsletter ad space for up to $3,600 Step 2
- 19. STEP 3: SET SUBSCRIBER EXPECTATIONS - Clear sign up page - Archive of emails - Eliminate dead ends
- 20. BE CLEAR Email Postal Step 3
- 21. Starts w/ postal newsletter Adds in email Their updated form has brought a 46% increase in subscribers Step 3
- 22. SHARE EXAMPLES Step 3
- 23. ELIMINATE DEAD ENDS vs. Step 3
- 24. EXAMPLE: TIM CARTER Step 3
- 25. STEP 4: OPTIMIZATION - Segmenting - Split testing web forms - Split testing emails
- 26. SEGMENTATION Indianapolis Symphony Orchestra Re-engagement Campaign Tactics 1. Segment based on music types 2. Re-engagement offer w/ free ticket sent to most active subscribers 3. Similar sends to remainder of list, six months apart 4. Non-responders were removed Source: MarketingSherpa Step 4
- 27. SEGMENTATION Indianapolis Symphony Orchestra Results 1. Opt in list was reduced by 96% - BUT... 2. Online sales doubled since campaign began 3. More than 40% of subscribers have bought tickets 4. More engaged list now yields 35% of purchases 5. New segments have helped list size and ROI rebound Step 4
- 28. YOU CAN SEGMENT Based on location Who opened or did not open a message Who clicked on a specific link
- 29. SPLIT TESTING: FORMS Test: Lightbox vs. hover form Company: CaratLane.com Source: WhichTestWon.com Lightbox form brought in 59% more subscribers Step 4
- 30. YOU CAN SPLIT TEST Giving a free gift for signing up Having a delay on a pop up form Limiting the number of questions on a form
- 31. SPLIT TESTING: EMAIL DESIGN New template (right side): 215% more clicks 100% more opens Step 4
- 32. YOU CAN SPLIT TEST Subject lines for open rates Text links vs. buttons Time of day you’re sending
- 33. RECAP 1. Automate your messages 2. Gather subscribers 3. Set clear expectations 4. Optimize for better results Resources available: http://www.aweber.com/blog/ evolution-resources/
- 34. QUESTIONS? Crystal Gouldey AWeber Communications Slides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com
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