building and effective email program
DESCRIPTION
A high level look at 5 keys to begin building your email marketing program.TRANSCRIPT
5KEYSTO
EFFECTIVE EMAIL MARKETING
Jason DaltonHead of Interactive Design
Pace
Content. Engagement. ResultsWe create multi-channel content programs that deliver the right message to the right audience on the right platform at the right time.
In other words ... we are a Content Agency.
Why Use Email Marketing?
Consumers who receive email marketing spend
more when shopping.
83%
For most marketers, email
costs the least but makes the
most money.
Loren McDonaldVP of Industry RelationsSilverPop
For every $1 spent,
$44.25 is the average
ROI for email marketing.
ExperianiContact
Direct Mail
The Annual Response Rate report from the Direct
Marketing Association (DMA) Direct Mail is still the
number one method of marketing for response, but
email has the highest Return On Investment. The report
states that the average ROI for email marketing is
28.5% compared to Direct Mail, which is 7%.
Email Marketing vs Direct Mail
Other Marketing ChannelsEmail delivers
28.5% ROI
Digitally Connected• Approx. 2 Billion Email Accounts Worldwide
• >50% of online consumers check email
multiple times a day.
• Generation Z
All the Time
1. Have a Game Plan
Outline a StrategyHave a Game Plan
• Define your audience
• Determine your message (the content)
• Outlining your goals
• Determining your frequency
• Creating a schedule
http://mailchimp.com/resources/guides/how-to-create-an-email-marketing-plan/html/
Defining Audience
Once you know your audience you can determine what to say to them.
Have a Game Plan
Determine Your Content
Once you know who you're talking to, it's time to think about what you're
going to say to them.
Content Grab Bag:• Upcoming Events• New Products• Product Related Tips• Education• News• Employee Profiles
Have a Game Plan
Determine Your Sending Frequency
• Monthly (at least)• Bi-Monthly
• Weekly
Ultimately, you have to decide what works best for you and your
customers.
Have a Game Plan
Setting GoalsHave a Game Plan
What do you want to get out of your email marketing program?
• Traffic to your website• Help promote sales• Increase traffic at events• Grow your list
Make a Schedule
Whatever frequency you choose, set a schedule for each email deployment.
Outline Newsletter Content Due Test Email Deploy Email
Have a Game Plan
2. Build Your List
Be HonestBuild Your List
• Provide opt-in on your homepage
• Social Media
• QR Code
• New member registration
• Tie it to an incentive
Only add subscribers if you have their permission
Always emphasize the value of your content!
Make it AccessibleBuild Your List
Make it EasyBuild Your List
What do I get, what personal data do you want, and what will you do with
this data?
1
2
3
Welcome :)Build Your List
1
2
3
5
4
Practice Good HygieneBuild Your List
• “Scrub” your list regularly• Remove bad domains
• Remove bounced emails• Remove inactive emails
3. Time to Get Creative
Rule #1Time to Get Creative
Simple, yet pleasant design
Gone in 60 secondsThe average time an email reader skims
over an email is less than 51 seconds
Source: Nielsen Norman Group
Don’t Over Complicate Design
Time to Get Creative
Rule #2Time to Get Creative
Effective & consistent branding
• From Line
• 2 - 3 templates max
• Company logo and branding
• Consistent calls to action
• Consistent tone and voice
Rule #3Time to Get Creative
Focus on the content
0 20 40 60 80 100
From Line
Personalization
Time of Day
Day of the Week
Layout & Images
Calls to Action
Message (Content)
Subject Line
Source: MarketSherpa
90%
64%
61%
54%
48%
47%
40%
31%
Reward Your MembersTime to Get Creative
Make Your Content FunTime to Get Creative
Do Not Pass Go BeforeYou Consider Mobile
Time to Get Creative
Source: Litmus / EConsultancy
The number of commercial emails opened on mobile devices is expected to be higher than desktop opens in 2014.
43% of commercial email is opened on a mobile device
88% of people check their email via a mobile device daily
http://econsultancy.com/us/blog/9789-mobile-email-stats-infographic
4. Test & Adapt
Every Email Client IsCreated Different
Test & Adapt
Source: Litmus
Market Share
Does It Look Beautiful?Test & Adapt
Source: Litmus
Litmus.comLitmus tests and tracks your
email campaigns, so you can
always put your best design
forward.
• Previews, including Mobile
• Subject line testing
• SPAM Testing
• Analytics
• Plays well with others
• Share results
Measure Successes& Failures
Test & Adapt
Not understanding the value of your marketing is wasted time and money.
What should you measure?
• Bounce Rate
• Delivery Rate
• List Growth Rate
• Revenue Per Email Sent
• Conversion Rate
• Email Sharing/Forwarding Rate
Test & Adapt
ROIEarned – Spent / Spent = ROI expressed as a percentage
5. Press Send
Your Inbox Is Not MadeFor Email Marketing
Press Send
Your standard email account will undermine vs. aid your email marketing
efforts.
Find a Distribution PartnerPress Send
There are Web-based email marketing services that are inexpensive and designed
to make email marketing simple for the non-technical user.
1. List Hosting and Management
2. Follow the Rules
3. Email Address Reputation
4. Templates
5. Analytics
5. Press Sendfind a partner
2. Build Your Listget permission
3. Time to Get Creativesimply, fun, relevant
4. Test & Adaptknow the results
1. Have a Game Plandefine your strategy