In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.

3. WHY EMAIL
MARKETING IS
STILL KING

4. AGENDA
• Is it really king?
• Conversion Rates
• Benchmarks you need to know
• Strategy
• Real World Examples

5. !
“THE WINNING STRATEGY
FOR ENTREPRENEURS
AND FORTUNE 500
COMPANIES ALIKE IS TO
ATTRACT A BASE OF
RAVING FANS THAT OPEN,
READ, AND CLICK ON THE
EMAILS YOU SEND.”- JACK BORN
CEO OF AW PRO TOOLS

6. “NUMBER ONE
GOAL SHOULD
BE EMAIL LIST
GENERATION.”-MARIE FORLEO
B-SCHOOL

7. “IF YOU DON’T HAVE AN
EMAIL LIST, GENUINE
PEOPLE WHO ARE
INTERESTED IN YOUR
BRAND, YOU REALLY
DON’T HAVE A THRIVING
BUSINESS THAT YOU
CAN CREATE PROFITS
ON AN ON-GOING BASIS.”-TONY ROBBINS

8. “IF YOU’RE
NOT BUILDING
YOUR EMAIL
LIST, YOU’RE
AN IDIOT.”-DEREK HALPERN
SOCIAL TRIGGERS

9. KING OF WHAT?

10. 10

11. SO YOU WANT TO IMPROVE YOUR GAME
• Strategy
• Know Your Data

12. THE INDUSTRY BENCHMARKS
• Open Rate = 13% - 24%
• Bounce Rate = 6% - 12%
• Click Through Rate = 5% - 20%
• Opt-out Rate = 0.11% - 0.44%
• Open Rate = 18.01%
• Bounce Rate = 6.95%
• Click Through Rate = 13.99%
• Opt-out Rate = 0.21%
Retail Average:All Industries Averages:
Constant Contact

13. CONVERSION
RATE SHOULD
BE 1-5%

14. DEFINE YOUR
CONVERSION RATE
PURCHASE

15. DEFINE YOUR
CONVERSION RATE
AWARENESS CAMPAIGN

16. DEFINE YOUR
CONVERSION RATE
MEASURE AGAINST ROI

17. “HAVE YOUR
#1 GOAL OF
EVERYTHING
BE EMAIL LIST
GENERATION”-MARIE FORLEO
B-SCHOOL

18. HOW TO GROW YOUR EMAIL LIST
• Offer an Incentive for signing up
• Promise of a discount/free item
• Let them know why they should sign up
• Make it easy to find
• Add sign up widget on Facebook
• Visible on your site
• Multiple opportunities to sign up
• Home Page - Checkout - User Registration - Wish List -
Customer Service
• Make it easy to Sign Up
• One click, or only ask for relevant info

19. INCREASE YOUR OPEN RATE
• Subject line length
• Ask a Question
• Put the promo at the start of the phrase
• Urgency i.e. “deal ends at midnight”
• Send it at the right time of day/week
• Qualify your list and send quality content
• Take out the spam words
• Ask gmail users to drag your emails to their primary inbox

20. INCREASE YOUR OPEN RATE

21. BEST TIME TO SEND AN EMAIL
MailChimp

22. BEST TIME TO SEND AN EMAIL
MailChimp

23. IMPROVE YOUR CTR
• A/B Testing
• Length of copy
• Number of images
• Image placement
• Call to action: color/placement/wording/quantity
• Time of Day (early, mid, late), Day of the week (M > F?)
• Plain Text vs. Rich text vs. HTML

24. IMPROVE YOUR CTR
• Use both contextual text (bold
words within HTML) and image
CTA's.
• Use linked snippet text as a
pre-header above any image
that needs to be loaded which
extends the proposition from
the subject line and explains
clearly what the email
contains.

25. 22

26. 23

27. IMPROVE YOUR CTR
• Move away from the traditionally old fashioned publishing schedule of
weekly/bi-weekly/monthly - to one based on when you have good
content to send.
• Include a "benefit to recipient" clause or “value proposition” in your
content selection and publishing guidelines. Each email MUST contain
something that is genuinely intended to deliver a palpable reward to
recipients.

28. OPTIMIZE FOR MOBILE
• Implement fully responsive email designs
(at the very least mobile optimized)

29. GMAIL USERS
• 66% opened on phones
26
• 19% opened in browsers
• 15% email clients

30. LOOK AT THE
JOURNEY, NOT
THE CLICKS

31. 61% OF USERS ARE
UNLIKELY TO RETURN
TO A MOBILE SITE THEY
HAD TROUBLE
ACCESSING.

32. 40% VISIT A
COMPETITOR'S SITE
INSTEAD.

33. AUTOMATED EMAILS

34. AUTOMATED EMAILS

35. AUTOMATED EMAILS

36. AUTOMATED EMAILS
• Have 24% higher Open Rates compared to
Newsletters
• Have 47% higher CTR compared to
Newsletters
• Initial Messages perform best. As time
goes by the subscribers’ engagement
gradually fades.

37. SEGMENTATION
• If you collect data at sign up, make sure it
is relevant
• What are their preferences?
• Use purchase history to develop targeted
campaigns
• Strive for a 1:1 relationship/experience

38. SEGMENTATION IN MM9

39. FINAL THOUGHTS
• No One Size Fits all solution
• Automated emails
• Segment your user base.
• Subscribe to your competitors emails and see how they do things.
• A/B testing