masters of marketing -- how to create awesome emails that won't get deleted

Masters of MarketingHow to Create Awesome Emails That Won’t Get Deleted

Heather GallowayAgencyBuzz Coordinator

Welcome to Masters of Marketing!We will begin the webinar promptly at 12:00pm, CST.• Today we'll be talking about Writing Awesome Emails (That Won’t Get Deleted).

• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg

• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.

• Join us next time (11/21 at 12pm, CST). One of our SEO Coordinators, Dylan Brooks, will cover: Combining Paid Search and SEO in Your Agency Marketing Strategy

Thanks for joining us today.Heather Galloway800-383-3482 x 182hgalloway@getitc.com

5 Key Components of Awesome Emails• Audience – Figure Out Who They Are• Subject Line – Get Them Hooked• Design – Make Them Want to Read• Copy – Make it Worth Their While• Call to Action – Give Them Something to Do

Audience – Who Do You Want to Reach?• Contact Segmentation – Targeted groups of people

are more receptive to relevant content• Where is your audience at in the business cycle?

(Prospect, Customer, Renewal, Lost)• What product/service are you trying

to sell? • Who would benefit from it

most?

Audience – Who Do You Want to Reach?• EX: College Renters Insurance• Product/Service: Renters Insurance for College Students• LOB: Renters Insurance

Age of Buyer: 17-23Location in Sales Cycle: Prospect

• Email Campaign: Renters Prospect Drip• EX: Long Term Care/Disability• Product/Service: Long Term Care/Disability Insurance• LOB: Long Term Care

Age of Buyer: 55+Location in Sales Cycle: Prospect

• Email Campaign: Long Term Prospect Drip

Audience – Who Do You Want to Reach?• EX: Refer-a-Friend Campaign• Product/Service: Referral Campaign• LOB: All Lines

Location in Sales Cycle: Customer, Renewal• Email Campaign: Refer-a-Friend

• EX: Social Media Followers• Product/Service: Social Media Solicitation• LOB: All Lines

Location in Sales Cycle: All• Email Campaign: Social Media Drip

Subject Line – Make Them Open It• First Impressions Are Important• Short: Under 50 Characters• Descriptive: Insight into Email’s Purpose• Clear: Legible; Avoid CAPS• Personalize: Reach Out to Your Audience; Use

Contacts’ Names• Tone is Everything• Make Your Audience Pick YOUR Email to Read

Subject Line – Make Them Open It• "Best of Groupon: The Deals

That Make Us Proud (Unlike Our Nephew, Steve)“• “How’d You Get So Weird?”• “Mondays are Suddenly

Awesome!”• “Happy Birthday, (Contact

Name) - Surprise Inside!”• “The Walking Debt – Bite Back”

Subject Line – Make Them Open It• EX: College Renters Insurance• “About Your New iPad…”• “7 Things to Protect From Your Potluck Roommate”

• EX: Long Term Care/Disability• “Protect What Matters Most”

• EX: Refer-a-Friend Campaign• “Refer a Friend and Win!”• “Sharing is Caring”

• EX: Social Media Campaign• “Follow Us; We Follow Back!”

Design – Make Them Want to Read• Use Legible Fonts: Make sure

that your font choice shows up across all platforms, domains, clients, and devices.• Arial, Courier New, Georgia, Times

New Roman, MS Sans Serif• Consider White Space:

Declutters Content & is Mobile-Friendly• Designs that Mimic Your Website

Are Comforting & Familiar

Design – Make Them Want to Read

Design – Make Them Want to Read

Copy – Make It Worth Their While• Keep it Short & Sweet• Provide Visual Appeal• Avoid Spam Triggers• Centralize Your Content• Link to External Content• Compelling Content Won’t Get

Deleted• PROOFREAD YOUR COPY!

Copy – Make It Worth Their While• Say What You Want in the First Sentence Paragraph• REMEMBER YOUR AUDIENCE and Cater Accordingly• Maintain a Good Balance Between Sales &

Information• Newsletter TIP: 90% Educational, 10% Promotional

• Establish Brand Identity and Credibility• Sound Like a Real Person• Content Should Be Easily Scanable• Examples:• Industry News, Educational Material, etc.

Copy – Make It Worth Their While

Call to Action – Give Them Something to Do

• Content Should Be Actionable• Persuade Your Readers to Take

Action AND Share the Message With Others• Use Contrasting Colors that

Coordinate• Location is Key• Readers Want to Be Told What to

Do

Call to Action – Give Them Something to Do

Call to Action – Give Them Something to Do

Let’s Put it All Together…

Interesting Subject Line

Branded Design

Personalized Message

Compelling Content

Clear & Concise Subject Line

Branded Design

Initial Copy is Clear & Direct

Clear CTA

Secondary CTA

Immediate Message

Immediate Sub-CTA

Clear & Concise Subject Line

Informal Copy

Obvious CTA

Last-Minute Tips & Tricks• Segment-Out Your Audience• Choose a Great Subject Line• Think About Your Design• Create Compelling Copy• Generate Clear CTAs• Proofread & Test Send ALL Emails• Concision is KEY! Keep it Simple!• Always, Always, Always Review Your Email Stats

Thank You for Joining Us!• We will be posting the link to today’s recording on

our blog:http://www.getitc.com/blog/marketing/

• Join us next time (11/21 at 12pm, CST). One of our SEO Coordinators, Dylan Brooks, will cover: Combining Paid Search and SEO in Your Agency Marketing Strategy

Heather Galloway800-383-3482 x 182hgalloway@getitc.com