FRESH EMAIL MARKETING
CREATE SPOTLESS CUSTOMER LISTS +
● The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. (Radicati Group)
● 91% of consumers check their email at least one time per day using their smartphone (EmailMonday)
For every $1 spent on email
marketing, the average return is
$44.25.
- Email Expert
SEGMENTEMAIL LISTS
39% of marketers who segmented their email lists experienced higher open rates and 24% experienced better deliverability and greater revenue.-- Lyris Annual Email Optimization Report
Use geographics & demographics for segmented lists
➔ Birthday➔ Anniversary ➔ Location
Create lists based off of:
TARGETEMAIL CAMPAIGNS
Organize lists based on psychographics too
➔ Purchase History➔ Brand/Service
Preference➔ VIP
Create lists based off of:
Target email campaigns
RE-ENGAGEINACTIVE
CUSTOMERS
Create a plan for unresponsive customersEstablish set timeline:➔ Inactive campaign(s)➔ Final contact attempt➔ Removal (hold that thought...)
Use double opt-in verification to avoid issues from the start
REMOVEINACTIVE SUBSCRIBERS
Remove disengaged subscribers
The time to delete:➔ No response to inactive campaign(s)
➔ Did not reverify on final attempt➔ Hard bounce or multiple soft
bouncesUse double opt-in verification to avoid the problem initially
BALANCETEXT & PHOTO RATIO
Avoid the SPAM folder
➔ ESPs (email service providers) look for a balance of text & images as part of their spam scoring model
➔ Avoid uploading PDFs as the entire email
ADD BUTTONS& CALL-TO-
ACTION
Tell your customers what to do
➔ Make it stand out➔ Keep it concise ➔ Use an exact click-through link
Create buttons at dabuttonfactory.com
Unique for each product
ORGANIZEYOUR EMAIL CONTENT
Think “Content Hierarchy”
➔ Important information goes above the fold
➔ Headlines (36) Subheadlines (24) Body (16)
➔ Emphasize with color & style (but not too much!)
➔ Train your subscribers and customers Don’t forget to send yourself a test!
Trendy header image
Bold product title & other important information
Consistent text style
Accent Color to draw attention to CTA
Organize the footer for contact information
CLEAN UPYOUR SUBJECT LINE
Short + Powerful + Actionable
Formula of an effective subject line
Subject lines with 40-45 characters or less (5-8 words) tend to receive best open rates
Personalized emails (using names or “you”) improve click-through rates by an average of 14%
Adjectives tend to slow the reader down, while verbs (CTA) will increase credibility and provide additional information
Other subject line tips
➔ Avoid SPAM words (100% Free, Act Now, All Natural, As Seen On, Bad Credit, Bargain, Dear Friend, Discount, and Fast Cash)
➔ DON’T USE ALL CAPS OR !!!!!!!!!!!➔ Consider using emojis
Zoë, celebrate your birthday by saving 20% this week!
Shop the white-out trend!
Mom would ♥ a gift card
EVALUATESEND
FREQUENCY
Are you emailing too often?
Email is a direct & powerful form of communication, but it can quickly lose its effectiveness when over-used.
➔ Set cadence expectations upfront
➔ Allow customer to choose what’s right for them
AUTOMATE& SCHEDULE
AHEAD
Autoresponders
➔ Birthday➔ Anniversary ➔ Welcome➔ Order
Confirmation
Plan Ahead
➔ Newsletters➔ Events ➔ General Customer
Communication
Questions?
SOMETHING Don’t forget to register for next Tuesday’s webinar and download your checklist!