Everything you always wanted to know about email marketing - in 20 minutes

•

2 likes•1,485 views

Tamara Gielen

Marketing Technology Business

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Who is Tamara Gielen?
• @tamaragielen
• 15+ years of experience in
digital communications
• Author of “Be Relevant”
www.b2bemailmarketing.com
• Co-founder of Bizcamp.be
www.bizcamp.be
Next edition: Kortrijk, 3 June

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Brands I’ve worked with

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Upcoming courses
Brussels, 2 June 2014
Advanced email marketing masterclass
Antwerp, 18 June 2014
Turning visitors into customers – a roadmap
to B2B marketing automation
http://training.plantoengage.com

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
The “envelope”
Sender name Subject line
Preview Pane

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
8 approaches for subject lines
1. Ask a question
2. Make it sound urgent
3. Be specific
4. Include a call-to-action
5. Announce something
6. How to…
7. Use numbers
8. Peak their curiosity

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Strong Headline & Call to Action

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Is your copy scannable?

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
How to get your message across
• Keep it simple – don’t make them think
• Write for a 12-year-old
• No needless repetition
• Keep it short

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Keep it short!
• Short sentences (12 words on average)
• Short paragraphs (3 sentences max)
• Subtitles
• Bullet points

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
How to write a
persuasive call-to-action
Ask yourself 2 questions:
1. What is my prospect’s motivation for
clicking this button?
2. What is my prospect going to get, when
he/she clicks this button?

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Don’t hide the CTA in an image

When it comes to building a quality
list…

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
4 fundamental elements
Visibility WIIFM
Ease of
use
Welcome

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Visibility

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Beyond your website

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Use Facebook status updates

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Tweet about it

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
What’s in it for me?

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Ease of use

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Short is better than long
Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Welcome New Subscriber

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Activation / Onboarding
Day 1 Day 3 Day 5

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Activation / Onboarding
Day 8 Day 12 Day 15

©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
Questions?
Contact me:
Email: Tamara@PlanToEngage.com
Phone: 0477 666 930
Web: www.PlanToEngage.com
Connect with me:
Twitter: @tamaragielen
Linkedin: www.linkedin.com/in/tamaragielen

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Everything you always wanted to know about email marketing - in 20 minutes

1. Everything you always wanted to know about email marketing - in 20 minutes  Tamara Gielen - @tamaragielen

2. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Who is Tamara Gielen? • @tamaragielen • 15+ years of experience in digital communications • Author of “Be Relevant” www.b2bemailmarketing.com • Co-founder of Bizcamp.be www.bizcamp.be Next edition: Kortrijk, 3 June

4. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Upcoming courses Brussels, 2 June 2014 Advanced email marketing masterclass Antwerp, 18 June 2014 Turning visitors into customers – a roadmap to B2B marketing automation http://training.plantoengage.com

5. Elements to success

7. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com 8 approaches for subject lines 1. Ask a question 2. Make it sound urgent 3. Be specific 4. Include a call-to-action 5. Announce something 6. How to… 7. Use numbers 8. Peak their curiosity

10. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com How to get your message across • Keep it simple – don’t make them think • Write for a 12-year-old • No needless repetition • Keep it short

12. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com How to write a persuasive call-to-action Ask yourself 2 questions: 1. What is my prospect’s motivation for clicking this button? 2. What is my prospect going to get, when he/she clicks this button?

14. When it comes to building a quality list…

16. Visibility

22. What’s in it for me?

25. Ease of use

27. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Short is better than long Short (5) Conversion: 13.4% Cost per: $31.24 Medium (7) Conversion: 12.0% Cost per: $34.94 Long (9) Conversion: 10.0% Cost per: $41.90

28. Welcome

33. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Questions? Contact me: Email: Tamara@PlanToEngage.com Phone: 0477 666 930 Web: www.PlanToEngage.com Connect with me: Twitter: @tamaragielen Linkedin: www.linkedin.com/in/tamaragielen

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