Exclusive Concepts overview of not only the best practices of email marketing, but the best questions to ask before you add email to your marketing tool box.
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1. THE SECRET OF MIND-BLOWING
EMAIL-MARKETING
#MINDBLOWINGEMAIL
TIM GEE
SENIOR EMAIL MARKETING SPECIALIST
2. TIM GEE
SENIOR EMAIL MARKETING SPECIALIST
timg@exclusiveconcepts.com
Ken Celli
VISUAL EMAIL DEVELOPER
kcelli@exclusiveconcepts.com
3. Agenda
Introduction
Title
Bios
Agenda
The Realities of Email Marketing
Statistics about email marketing
Pain points
Challenges
Solutions
Personalization
Subject Lines
Creative Imagery
Copy
-Relevance
-Deals
-Keywords
-Links
List Segmentation
Timing
Sharing
Wrap-up
Contact Information
4. The Realities of Email
Marketing
Mobile Grows Up, Desktop Gets Old
6% decrease in desktop email viewing
33% increase in mobile email viewing
80.8% of users check email on mobile devices
- comScore
80.8% Check Mobile Email
5. The Realities of Email Marketing
There is a Lot of Noise
1,900,000,000 email users
57% check email 4 a day
294 Billion emails sent every day
154.73 emails received per person per day
- Radicati Group
88% of Mail Goes UNOPENED
6. The Realities of Email Marketing
There are Many Distractions
18-24 years olds:
62% use email daily
60% use social networks
44% get news
27% bank online
7. The Realities of Email Marketing
There are Many Distractions
30-49 year olds:
67% use email daily
39% use social networks
45% get news
30% bank online
- Pew Research
8. The Realities of Email Marketing
Email is Habitual
60% use email every day vs. 29% use a search engine every day
- Pew Internet
60% Check Mail Daily
9. Pain Points
Email Marketing is Huge Pain in the Ass
When and how often do I send email?
What’s an HTML email?
How do I tell if it’s working?
What is “List Segmentation”?
What is an “Auto Responder”?
How do I send an email to my list?
How do design and code an email?
I’ve tried it before and it didn’t work.
How do I avoid being labeled as spam?
Where do I find a marketing team for this?
How do I manage my subscriber database?
How often should I update my email list?
Why do my subscribers hate my emails?
10. Challenges
Email is Habitual
I don’t have an in-house graphic designer or
programmer.
I don’t have software to mass email.
I have a small email list.
I run a business, where do I find time to send
marketing email?
I haven’t contacted my email list in weeks/
months/years.
11. Solutions
Turn Your Pain-In-The-Ass Email Into Kick-Ass Email
The Proper Approach is multi-channel: SEO, PPC, Conversion
Testing
Execute Incremental Changes
Rely onExpertise Augmentation
Use The Right Software
12. Timing:
When is the best time to email my subscribers?
“There is no one time that most people check their email. U.S.
Internet users check their personal
email throughout the day…”
Conclusion: Conduct Testing
to determine which day
and time generates
the highest
response
rates.
13. HTML vs Text Email
Which option offers the best email experience?
“43% of users use some version Outlook, while no other client even came
close. Hotmail came in second at 17% followed by Yahoo! Mail (13%) and
Gmail (8%). Apple products came in with a total of 8% split between iOS
(4%) and Apple Mail (4%).”
Conclusion: HTML is here – but be aware of the risks.
14. Effectiveness
Are you looking at the right statistics?
Open Rate indicates the resonance of the subject
line and strength of brand recognition
Click-Through Rate sheds light on the
persuasiveness of your calls-to-action
Loss Rate reveals subscriber loyalty to your email
program and to your brand
Average Order Value (AOV) reveals the strength of
your promotions and product mix
Conversion Rate wraps up effectiveness in one
succinct metric
15. Segmentation
- The act of dividing your subscribers into groups according to
specific criteria
“Segmenting emails based on job title, customer type, or even
zip code could result in a more than 18 percent increase in
open rates and a more than 21 percent in clicks.”
Bright Idea:
Segment your subscribers in a way that is relevant to your bottom
line – and to your customers
16. Auto-Responder
An email message that is automatically sent
based on subscriber actions or attributes
Average Open Rate
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Average Open Rate
The Bright Idea:
Rome wasn’t built in a day - Set up
autoresponders upon basic customer
behaviors first.
17. Publication
How Do I Send An Email To My List?
You can’t use Outlook, Gmail, etc.
Why? Spam, Formatting, Metrics
20. Publication
I Only Have A Small Email List!
It’s not the size of your list, it’s how you use it.
Just Do It!
Then:
Retain existing subscribers
Grow Your List
- collect email addresses, offer deals, add sharing
and cross-channel methods
21. Publication
Can’t I just purchase an email list?
Don’t Buy Lists!
Why?
Spam!
No Relevance!
Black Hat!
Bad Karma!
22. Publication
How about holidays?
Make holidays relevant
Differentiate by keying in to the holiday
Make your brand jolly
Keep an eye on the calendar
- Christmas 2011 marketing began in October!
24. Publication
How do I get the recipients of my email engaged?
Make your email a dialogue not a monologue!
25. Design & Development
How Do I Avoid Being Labeled As Spam?
No lists
Frequency
Subject line
Quality of content
Reputation of sending domain
Run a spam test
26. Design & Development
How Do I Design & Code and Email?
Do it yourself
Providers have templates
Outsource
- Freelancer or general agency
- Specialty agency
27. Deployment Challenges
I’ve Tried It Before And It Didn’t Work!
How did you define failure?
What did you learn from it?
What worked, what didn’t?
28. Deployment Challenges
I Run A Business.
Where Do I Find Time To Send Marketing Email?
You don’t have to do it alone.
Build a team of hire a partner.
29. Deployment Challenges
I Don’t Have A Marketing Team?
You need the right people:
- Internet marketing strategist
- Email marketing specialist
- Digital marketing specialist
- HTML email designer
- HTML email programmer
- Database engineer
- Copywriter
30. Deployment Challenges
How Do I Manage My Subscriber List?
Segmentation
Review Bounces
Control growth
Honor unsubscribers
Don’t rent or buy lists
32. Best Practices
Why Do My Subscribers Hate My Email?
Weak call to action (CTA)
Irrelevant content
Frequency
Ugly
Over promising and
under delivering
33. Best Practices
Make Your Content Relevant
Make it a dialogue – Don’t shout!
Relate to your audience
Add personality
Be current
Add value
34. Best Practices
Email Design
Mobile friendly
Balance text and images
Focused theme
Stay on brand
Browser compatibility
Reflect your online presence
35. Best Practices
Offers, Deals and Specials
Deliver what you promise
Clear offer restrictions
Simple instructions
Make offer attractive
Incentivize to share
Encourage increased reader activity
Keep your offers fresh
36. Best Practices
Subject Lines Rule or How To Gift Wrap Your Email
Keep subject lines 50-75 characters
Use ampersand, numbers & brackets
Conduct spam testing on subject lines
(esp. brand names and discount offers)
Reflect email content
Make it exciting, funny, dramatic!
37. Best Practices
The Weakest Link
Not Too Few
Not Too Many
Remember hierarchy
Make links obvious
Tagged for analytics
38. Conclusion
Wrap up
Key points
- Don’t miss out on the upcoming holiday season
- Stay relevant
- Don’t be the business NOT doing email marketing
- Just do it!
Contact info
Visit our site: www.exclusiveconcepts.com/MindBlowingEmail
- To learn more about our email marketing services
- Download our email brochure
- Download this deck
- Watch a video of this webinar
Feel free to share anything you’ve learned here. Thank you.
Hinweis der Redaktion
Desktop email declines by 6%,Mobile increases by 33%.88% of users check their email on a mobile device.- comScore
There are 1.9 billion email users.57% of them check their email less than 4 times a day.They are sent 294 billion emails per day, 154.73 per person. 88% of email goes unopened.
18-24 years olds:62% use email daily, 60% use social networks, 44% get news, 27% do banking online.30-49 year olds:67% use email daily, 39% use social networks, 45% get news, 30% do banking online.
18-24 years olds:62% use email daily, 60% use social networks, 44% get news, 27% do banking online.30-49 year olds:67% use email daily, 39% use social networks, 45% get news, 30% do banking online.
60% of users check their email every day.Only 29% of Internet citizens use a search engine daily.- Pew Internet
A common question is, “When is the best time to broadcast an email campaign?”According to a recent Beta Research study, there is not a singular time that most people check their email. It is likely that your customers are checking email several times a day.The only way to definitely determine when the best day and time to broadcast email campaigns is to test. First, select two days and times that you think may generate the best Open, Click-Through, and Conversion Rates. For example, Tuesday at 9AM and Wednesday at 3PM.Secondly, broadcast the email to 50% of your list on Tuesday at 9AM and the email to the remaining 50% of your list on Wednesday at 3PM.By comparing the results of the testing, you will begin to get a better picture of when your customers are most likely to read and respond to your campaigns.Testing is a journey – it’s rare to draw conclusions based on one instance of a test. To fully learn about the habits and preferences of your customers, you should run a series of tests rather than one test to determine the ideal day and time.Source: http://www.kikabink.com/news/what-time-do-most-people-check-their-email/
When I talk about HTML email, I am referring to email that is written or coded with HTML – as opposed to plain text.HTML email can be differentiated by the inclusion of images and live web links.In short, HTML emails offer a more comprehensive email experience that emulates the experience offered by a website.The reality is that most of your customers use an email platform that enables, and most likely encourages, HTML campaigns.The opportunity to offer your readers an enhanced email experience is readily available, so why not capitalize on it?As with determining the ideal time to send your campaign, you should test to assess the effectiveness of text or HTML campaigns.Source: http://www.developerdrive.com/2012/05/creating-bulletproof-email-buttons/
Most email service providers include the ability to track the results of email campaigns.The question that you should ask yourself, “Are you interpreting metrics properly?”The data is there – the key is to know what to extract from each metric.
Segmentation is critical to help your emails stand out from competitors. Most email service providers allow you to house a comprehensive set of customer data, and Resource: http://www.practicalecommerce.com/articles/3271-Segmenting-Email-Lists-for-2012
You can’t use Outlook, Gmail, etc.Why? Spam, Formatting, Metrics,Text only which is less effective
Gather your written and photographic or multimedia content, design your email around those assets. Apply those and your segmented list to your HTML email using your email design software platform then send!
Exclusive Concepts has conducted extensive research into the email service provider marketing.Based on our findings, we have found several stand-out services: Bronto, Constant Contact, and iContact.As stated in the previous slide, the right email service provider for you should not be determined by how expensive the service is. This is especially true for companies starting their email marketing programs.In selecting the right email service provider, you should consider the provider’s:List management capabilities (including segmentation)Ability to deploy autorespondersInitiatives to preserve deliverability for its clients (you!)
As with many other aspects of life, size matters only if you let it matter.Don’t let a small email list deter you from launching email marketing. Just Do It!If you have a small email list (typically considered at less than 10,000 active subscribers), I would focus on two goals:Retaining your existing subscribers2. Grow Your List: collect email addresses, offer deals, add sharingand cross-channel methodsThere are many widgets and plug-ins that allow you to collect email addresses through the web and social media.Also, be patient. Growing a list of qualified active subscribers will take time.To retain your existing subscribers, keep an eye on your Loss Rate. If your Loss Rate grows upward as you continue to send campaigns, reassess your approach to email marketing. Perhaps you are sending too many campaigns within a short period of time. Or you may be sending campaigns with irrelevant content.
Spam!
Don’t’ promote Boxing day in the USKeep your branding in tact, but make sure your email reflects the holidayStart emailing for holidays early.
There’s no time like the present!If you are sending your first email make it excitingEmphasis the strength of your brand and unique benefits of your email program like sneak previews, deals, etc.Reintroduce yourself.
It’s a 2-way conversation
DIY – design and programProviders have templates - WYSIWYGUs – tech terms: deliverability, browser testing, QA, spam testing, mobile compatibility, social media integration
Multi-variant testing, understanding metrics, find blockers and bottle necks
Ask your cousin’s son, he has a bootleg copy of Photoshop.Call an ad agency.Find a specialist.
You should update your subscriber lists as often as possible. API