effective email marketing: building “brand love!” · effective email marketing: building...
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Effective Email Marketing:Building “Brand Love!”
Scott W. Flexo, Ph.D.CSULB – CBA - Department of Marketing
2018 Summer Marketing Workshop
How Are LB Small Businesses Managing Digital Marketing Today?
23%
10%
24%
41%
30%
11%
28%30%
24%
9%
37%
30%
0%
10%
20%
30%
40%
50%
Pay Outside Company Friends/Family Staff Person Do It Myself
2014 2016 2018
• Most small business people in Long Beach are managing digital marketing internally either by hiring a staff person or doing it themselves.
2018 LB Small
Business Monitor Surveys
What Are the Problems in Using Digital Media and Marketing?
What are the most Important Barriers Preventing Your Business from Expanding Digital Media and Marketing? – Open Ended Comments
No capital to spend on it. Our expertise in this area is lacking.
I need marketing dollars just for this which I don’t have. We don’t have the time to constantly manage it.
Money and know how; just don’t have it for online marketing. We lack knowledge on how to get this done properly.
It takes too much time.
Lacking money, time and expertise are the key issues Long Beach small business faces today in managing and expanding digital marketing activit ies.
2018 LB Small
Business Monitor Surveys
CBA-Marketing Business CenterAbout the CBA-Marketing Business Center The Marketing Business Center (MBC) at the CSULB
College of Business Administration (CBA) offers Long Beach regional small and medium sized businesses professional marketing services managed by CBA business students and supervised by CBA faculty.
CBA- MBC – What We Do Marketing Services for Small Businesses: Working with the
CBA-Marketing Business Center, local businesses receive essential ongoing marketing support services that they may not be able to afford or have the time or expertise to complete.
CBA Students Gain Real World Experience: CBA students are interns in the Marketing Business Center and gain real world practical experience working directly with small business clients on actual marketing projects under the supervision of CBA marketing faculty.
MBC Digital Marketing Services to Small Business
Digital media market planning Setup and management of ongoing digital media
marketing campaigns Website creation and ongoing website management E-mail marketing campaigns Social media marketing (e.g., on Facebook, Instagram
and Twitter). Internet search and search marketing optimization
MBC ProjectsCSULB/CBA “Student Campaign” web page: http://csulb.edu/~sflexo/CBAStudentDMCampaigns
More Info:See Scott Flexo @
Break or email [email protected]
DIGITAL MARKETING – WHAT IS IT AND WHY DO IT?
Why Do Digital Marketing?Cost of Customer Acquisition is Very High!
One of the biggest causes of startup failure: the cost of acquiring customers turns out to be higher than expected, and exceeds the ability to monetize those customers over time.
Uses Social Media Marketing
Typical Customer Acquisition Costs
Here are some typical industry standard cost of customer acquisition values, the amount of money each company spends on average on marketing and advertising to acquire one new customer: • Travel: Priceline.com: $7. • Telecom: Sprint PCS: $315. • Retail: Barnesandnoble.com: $10.
Will Often Take 2 or 3 Transactions to Recoup Initial Investment and Start to Make a Profit!
Digital Marketing Objectives
Awareness
Image
Consider
Buy
Post Purchase
Social Media MarketingBuild Customer Relationships and WOM Marketing to Recoup the Initial Cost of
Customer Acquisition By Facilitating Repeat Transactions and Make a Profit!
Digital Media (Owned/ Earned/ Paid)Find New Customers
Web SitesSearch Engine Optimization
Search Engine MarketingDisplay Advertising
Traditional Marketing RulesCentralized Push MKTG
One-Way Communication Interruption Model Appeals to masses Exclusively for selling products Based on limited campaigns Creative was most important
http://www.youtube.com/watch?v=krLZP43nxN0
New Rules!: Digital MKTDecentralized Pull MKTG
Micro-targeting underserved audiences Marketing is more than ads You are what you publish Authenticity, not ad spin Participation, not propaganda Two way communication Deliver content at moment needed
www.bigskinny.net
Social Media Marketing and the Structure of Digital Communities
Online, digital communities are brand new ways to stimulate product and brand discussion, interest and purchase consideration and Brand Love!
Derived from the Internet and the linking of computers/individuals into a world wide "social" web –a Digital Community.
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Online Communities
A group of people who come together For a specific purpose Who are guided by community policies Who are supported by Internet access that enables
virtual communication.
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"A cyberplace where people connect online with kindred sprits, engage in supportive and sociable relationships with them, and
imbue their activity online with meaning, belonging and identity"
Digital Networking Example
A Digital Network
• Social Objects• Nodes• Ties
• Flows
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Goals of Digital Marketing
• Build the Network• Establish Ties
• Drive Flow Across the Network
Online Communities:Building Customer Relationships
Build Brand Love: Social Media Marketing
“I really think of Diet Coke as my boyfriend.” Commitment, intimacy, dependability— is felt not about Diet Coke,
but from it. She loved it as a constant companion, a support mechanism and a celebratory friend.
Relationships have natural stages – from our initial meetings all the way up until the relationship’s decline or demise.
We call this the new Consumer Journey: Buy, Bond, Advocate! Recover Acquisition Costs, Maximize Customer Lifetime Value and
Make Profit By Planning For An Effective Social Media Presence!
EMAIL MARKETINGLet’s Do It!
Email Marketing: Works Best At End of Purchase Funnel
Awareness
Image
Consider
Buy
Post Purchase
Email Marketing!Build Customer Relationships and WOM Marketing to Recoup the Initial Cost of
Customer Acquisition By Facilitating Repeat Transactions and Make a Profit!
Digital Media (Owned/ Earned/ Paid)Find New Customers
Web SitesSearch Engine Optimization
Search Engine MarketingDisplay Advertising
Sample Email Newsletter
Sample Email Letter
Why Email Marketing?
Communicate easily with your customers on a personal level though a universally accepted medium.
Will They Open It?
Communicate easily with your customers on a personal level though a universally accepted medium.
Customers will open email from you when they recognize your brand, they are expecting to receive communications from you, and they are confident it will contain something relevant and interesting.
Steps in E-Mail Marketing
1. Building the List2. Planning the Campaign3. Content and Design4. When to Send/How Often5. Measurement
Email Marketing:#1: Building the List
From the moment you open your doors (and before) build a list of customers who you know would want to receive business communications by email.
Best way to do this is to encourage customers at every “touch-point” to opt-in to your email server list.
HOW To Build Email Lists:Gather at “Touchpoints!”
Onsite during a transaction Web Site Contact Page or Pop-Up – Link to sign-up page Facebook “call to action” – Link to sign-up page Use email newsletters to encourage readers to introduce your
newsletter to their friends. Offer incentives to opt in and to refer others.
Least effective : Renting email lists The list will become a valuable assest of your business!
Spend time and effort building customer lists!Click Here: Highest Rated Conact Page!
Why Build Customer Lists:Customer Relationship Management
The key to success of a small businesses are current customers repeat business and their help in marketing the business to others.
CRM is keeping customers happy and maintaining ongoing personal relationships w ith them.
So, use your lists to keep records of products and services sold, how often they have looked at the web site or social media, how often they have contacted you, etc.
Merge to create an email database to track and anticipate what your customers want and sent highly relevant emails to develop and maintain a relationship.
Sample Excel Customer ListFirst Last Address City
State Zip Phone Email
Rita Kahaina 138 Fulton St Fresno CA 93721-3107 +1.559.442.1932 [email protected]
Ian Fishmana 2375 3rd St Riverside CA 92507-3306 (951) 683-2912 [email protected]
Donna Silvna 840 Columbia St Ste B Brea CA 92821-2952 +1.714.482.2866 [email protected]
Gary Vassina 9801 Variel Ave Chatsworth CA 91311-4317 (818) 773-8777 [email protected]
Linda Luomna 42132 Remington Ave Temecula CA 92590-2547 (951) 296-5449 [email protected]
Juan Radna 20724 Centre Pointe Pkwy Unit 1 Santa Clarita CA 91350-2980 (661) 250-2020 [email protected]
Save as Excel (.x ls) and data file (.CVS comma delimited)
For today, let’s just enter 5 names and emailsand save to the desktop as .x ls and .cvx comma delimited
Email Programs
Import Email List to MailChimp
Create Group List in Outlook Open Outlook Go To Contacts Create Contact Group You may enter each one individually or import from an Excel
database. Excel – Save as .cvs comma delimited file. In Outlook Contacts click File, Click Open/Export, Click Import from
comma delimited file (.cvs) Browse to your file and click to import. Map your Excel file to import and click import!
THE LIST IS BUILT AND PROGRAM PICKED – WHAT’S NEXT?
STEP#2: PLANNING THE CAMPAIGN
Email Marketing:#2: Planning the Campaign
Define your objective. Determine why you are doing this. It is to build and maintain a bond. Drive traffic? Repeat sales? Referral? Be sure this objective is tied to a financial outcome. All
marketing outcomes can be translated into dollars and an ROI for each activity can be calculated for each activity.
Define who you w ill target. Use CRM to segment and target customers with highly
personalized, tailored direct communications that make sense to the target market
THE LIST IS BUILT AND PROGRAM PICKED.
YOU KNOW YOUR OBJECTIVES AND WHO YOU WILL TARGET.
WHAT’S NEXT?
STEP#3: CONTENT AND DESIGN OF YOUR EMAIL
Email Marketing#3: Content and Design
Make it personal! Build connections and relationships. Get to the good stuff early and leave less important stuff
for the end. Rely on the “short preview” most email clients use to
entice customers to open the email. Avoid rich media and lots of graphics and attachments in
your email. It does not add value and will likely be blocked by most email clients.
Remember mobile users. More than half will view your email on a small mobile screen!
Email Marketing:Content and Design
Make instantly obvious that the email is from you and your company. Use brand name and logo.
Copy paragraphs should be short, punchy, conversational, friendly and approachable – more like texting than writing an essay.
Email Subject Line: one of the most important steps in writing your email. Will read first before anything else – will motivate customers to open the
email. Great subject lines are ‘catchy” but also instantly communicate the brand
and proposition of the message. It quickly and clearly connects customer needs to the
information contained in the email. It explains to the customer “why” the customer should open the email.
Let’s Try I t!
THE LIST IS BUILT AND PROGRAM PICKED.
YOU KNOW YOUR OBJECTIVES AND WHO YOU WILL TARGET.
YOU’VE DESIGNED AND CREATED YOUR EMAIL
WHAT’S NEXT?STEP#4: SEND IT: HOW, WHEN AND HOW OFTEN?
Email Marketing:#4 When and How Often?
Use email to establish a regular pattern of communications with your customers. Might be once every two weeks or once a month.
Prepare to send an email two times to maximize open rates – send to those that don’t open. Don’t send too often, and monitor those that never open.
When you send, be prepared for a “rush” of incoming replies (automated replies, etc.) and requests (i.e. for more information, etc.)
Let’s Try I t!
THE LIST IS BUILT AND PROGRAM PICKED.
YOU KNOW YOUR OBJECTIVES AND WHO YOU WILL TARGET.
YOU’VE DESIGNED AND CREATED YOUR EMAIL
YOU’VE SENT YOUR EMAILS
WHAT’S NEXT?STEP#5: MEASUREMENT!
What’s Next?
Email Marketing:Step #5: Measurement
Measure Your Success! Fix For Next Time! How many opened the email (called open rate)? When customers opened the email? What links did customers click on (click through rate)? Conversion Rate:
% Sent/% Open % Open/% Click Through
Types of emails with best conversion rates Who NEVER opens the emails % of customers that unsubscribe when sent an email
Let’s Try I t!
Sample Measurement Output
Open and Click Through Rates
Hourly Campaign Activity
Measurement Using OutlookEasy Mail Merge
https://www.outlook-apps.com/product/easy-mail-merge/
Easy Mail Merge is designed to help you reach your email audience by personalizing, generating and sending mass emails from Outlook.
Easy Mail Merge lets you track your email open and email click-through stats using the Google Analytics platform.
Somewhat Limited – Can’t track individual emails –but can use aggregate data in Google Analytics.
No mechanism for measurement of email campaigns in Outlook
Summary: Steps in E-Mail Marketing
1. Building the List2. Planning the Campaign3. Content and Design4. When to Send/How Often5. Measurement
New Rules!: Digital MKTDecentralized Pull MKTG
Micro-targeting underserved audiences Marketing is more than ads You are what you publish Authenticity, not ad spin Participation, not propaganda Two way communication Deliver content at moment needed
www.bigskinny.net
