essentials of high performing email marketing programs
Post on 16-Apr-2017
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Essentials of High-Performing Email Marketing Programs STEPHAN
HOVNANIANwww.shovi.com@stephanhov
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What we’re covering todayEmail’s place in the marketing continuum
What email is, and what it isn’t
Creating goals and defining success
The secret sauce to being relevant in the inbox
Segmentation, content, and optimization tips
Tests and metrics worth playing with
Your questions
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What Email MarketingCan Do for YOU...
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Where does email fit in?
image credit: Bigstockphoto
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Where does email fit in?Communicating with a qualified audience with intent to buy
Communicating through the customer acquisition period
Ongoing customer relations and value nurturing
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What email IS and IS NOT
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
What email IS and IS NOTEMAIL IS…
Brand touchpoint
Trust builder
One-to-one communication
EMAIL IS NOT…
● A sales channel*
● A billboard
● A one-size-fits-all message
*but it can be when done right with segmentation and personalization
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Creating YourEmail Marketing Strategy
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Defining Success
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Defining Success
Industry benchmarks (Silverpop, Litmus, Econsultancy)
How email marketing helps improve sales, support, customer success
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Program Goals...
Churn
Growth
Fatigue
Segment Optimization
Attribution
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Individual Email Goals...
Newsletters
Lead nurturing sequence
New blog post notifications
Welcome/Onboarding series
Transaction receipts
Account-related
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Setting Goals
Campaign Goals...
Sales
Traffic
Registrations
Funnel Optimization
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Tips for ExceptionalEmail Marketing
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Designing for Experience
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Designing for the experienceMatch email to landing page
Subject lines & copy - deliver what you promise
Think mobile, even on desktop
Optimize context - timing, content investment
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Segments and Triggers
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Segments and TriggersBrand champions and network amplifiers
Interest based
Content type
Local customers
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Content Strategies
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Content strategies - what to put in your emailsIt’s about them, not you
Experiment with different content types (images vs. text links)
Trade/local events (what you’re attending, what you learned)
Something exclusive
Primary vs. Secondary content
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
List Growth Best Practices
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STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Growing your email listSubscribe page
Link to subscribe page in email
Consistency
Social engagement
Right time, right way asks
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Conversion Optimization and Testing
image credit: Stephan Hovnanian
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Conversion Optimization & TestingClick-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)
Split testing
Design elements
Copy and subject lines
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Stay in touchWHERE: www.shovi.com, @stephanhov on Twitter, LinkedIn, etc.
WHAT: Email marketing, customer success, and conversion optimization strategies. > 15 years experience.
WHO: Companies transitioning from sales-driven to customer-centric marketing. Primarily B2B.
STEPHAN HOVNANIANwww.shovi.com@stephanhov
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Parting Thought...
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When someone invites you into their inbox, respect that relationship, and help them see success.
That’s your job; do it well and your email marketing program will deliver huge returns for your business.
STEPHAN HOVNANIAN /* @stephanhov */#semrushlive
Your questions...
image credit: Bigstockphoto
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