email marketing introduction - the web advisors

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Thompson Rivers University

Adventure and Sport Marketing

Tactical Email Marketing

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Who Are The Web Advisors

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The Web Advisors

We are an award winning, full-service, collaborative marketing agency specializing in tourism focused solutions both on and offline. Our core team has been providing advanced analysis and strategic solutions for businesses in the tourism industry, specifically Vancouver Island and British Columbia for over 25 years.

We offer solutions for:

Marketing StrategyEmail MarketingSEM – PPCSocial Media MarketingSEO – Search Engine Optimization

Website Design & DevelopmentGoogle Analytics / UsabilityBrand DevelopmentTraditional Advertising

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The Web Advisors

Chris Elder

Roots in wilderness guiding and ski resort operations that developed into marketing and sales positions with ski resorts, golf resorts and Board level involvement with Destination Marketing Organizations throughout British Columbia.

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Connect With Us

TheWebAdvisors.ca

facebook.com/TheWebAdvisors

twitter.com/thewebadvisors

ca.linkedin.com/in/chrisaelder

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What is Email Marketing?

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Email Marketing

Email Marketing or EDM (Electronic Direct Mail) is a form of communicating an offer or information to interested readers using a digital distribution medium.

It is a powerful marketing channel used within a holistic marketing strategy.

• Retain and enhance relationship between sender and reader (Keep Your Clients)

• Acquire new customers (Get New Clients)

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Benefits

95% of online consumers use email. 91% report checking email at least once a day.

Low Financial Requirement – You can do it yourself

Specific Messaging that is easily traceable to determine valuable content to reader

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Costs & Considerations

Time for production and maintenance – plan good content

Software solutions run from free to $150/month+

It’s a busy space – average subscribers receive 416 commercial messages monthly. Be extraordinary.

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Stats To Consider64% of decision-makers read their email via mobile devices.

People who buy products through email spend 138% more than those that do not receive email offers

44% of email recipients made a least one purchase in previous year based on a promotional email

43% of email recipients click the Spam button based on the email “from” name or address.

More people read emails that deal with their finances and travel than any other category

Desktop and smartphone email opens happen most often between 10am and 4pm

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Best Practices

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Best Practices

Key CTA (call to action) in first 50 characters (84% of viewers use the email preview pane)

Subject lines fewer than 10 characters long had open rate of 58%

Optimize for mobile ~50% of emails are opened on mobile. Don’t forget to optimize for image blocking

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Best Practices

#TheWebAdvisors

Best Practices

Key CTA (call to action) in fist 50 characters (84% of viewers use the email preview pane)

Subject lines fewer than 10 characters long had open rate of 58%

Optimize for mobile ~50% of emails are opened on mobile and optimize for image blocking

Ensure opt-in is enabled, valuable and KISS (Keep It Stupid Simple)

Know your audience (Marketing 101) and give them what they want, when they want it.

Share through social media

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Divide and Conquer

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Segmentation

Segmentation is the practice of dividing your contact list and your emails into targeted groups (segments) so you can send group specific messaging.

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Segmentation

Target your audience and you will get better results, but be cautious of Paralysis by Analysis.

Consider what you offer and are there different ways to break out that communication that speak to your audience.

Popular segmentations could include:• Gender, Age, Income• Geographic Location• Customer Relationship – existing, previous, prospect• Interests • Subscription Method – online, purchase, tradeshow• Subscription Frequency – daily, weekly, monthly, offer relevance

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Segmentation

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The Best Way to Send

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Software and Resources

Don’t send your newsletter emails through your personal or company email. ISP’s will think you are spamming and cut you off.

Resources from Free to Mucho $$ exist. Find what’s right.

MailChimp – Free under 2000 subscribers /

12,000/month

Constant Contact – Free 60 day (100 contacts)

iContact - $14 - $100+/month

Vertical Response – Pay as you go or

$10-$150/month

GetResponse - $15 - $150/month

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Software and Resources

Start free and try a number of different providers

OR

Call us, we help clients determine the best system based on their requirements.

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Thank You

Questions?

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Connect With Us

TheWebAdvisors.ca

facebook.com/TheWebAdvisors

twitter.com/thewebadvisors

ca.linkedin.com/in/chrisaelder