is email marketing dead
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TRANSCRIPT
saffireevents
© 2013 – Saffire Events®
Kendra Wright
President, Saffire Events®
Is Email Marketing Dead?
NO! (Here’s Why.)
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© 2013 – Saffire Events®
Corporate Portfolio
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© 2013 – Saffire Events®
Event Portfolio Rodeo Austin
South Texas State Fair
Rodeo Belton/ 4th of July Celebration
Brazos Valley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
Fort Bend County Fair
Central Texas State Fair
Comal County Fair
Okeechobee County Fair
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington County Fair
Texas State Forest Festival
American Royal
Colorado State Fair
Napa County Fair
Dodge City Round Up
Brazoria County Fair
San Angelo
Rogers County Fair
Greater Baton Rouge State Fair
Central States
Black Hills Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
Delaware State Fair
Sangamon County Fair
East Texas
Park of East Texas
Laramie County Fair
Benton-Franklin Fair
Carroll County Fair
Pendleton Round-Up
Pony Express Days
Arizona National Livestock Show
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
Four States Fair
Montgomery County Fair
Agricultural Learning Center
Grant County Fair
North Texas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
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© 2013 – Saffire Events®
Saffire Association Partners
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© 2013 – Saffire Events®
NOT COOL: Oldest Tactic
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© 2013 – Saffire Events®
COOL: Most Successful
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Poll
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© 2013 – Saffire Events®
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© 2013 – Saffire Events®
Email & Social Media
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BOOSTS Social sharing
email results!
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Most Cost-Effective
Top Revenue Generator
Fastest Results
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© 2013 – Saffire Events®
What Leads to Mobile Purchase?
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© 2013 – Saffire Events®
Multi-Screen Marketing
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Really Old Days
Fairly Old Days
Now
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SOFA MAXIMIZE
the
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© 2013 – Saffire Events®
Anatomy of Success Big Email List
Lots Opened
Lots Clicked
$$$
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© 2013 – Saffire Events®
Elements of Success
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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© 2013 – Saffire Events®
Step 1: Make Game Plan
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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Choose your team
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Brainstorm with your team
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1. Write down the target audiences for your event.
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2. Think of reasons each audience attends your event
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2. Match topics to reasons
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What we want to
tell people
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What people want
to hear
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Mindshare
With
Community
Connections
Inform Entice Keep
About
Events,
News,
Promotions
With
Many
Buying
Options
Categories of Info to Share
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Plan for: When to send?
How often?
How will you send?
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Poll
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Year Around 1-2/Month
Articles, Announcements, Offers
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Occasional One Subject Blasts
Entertainment line-up, gala, golf
tourney, etc.
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Poll
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Before Event CONSIDER DOUBLING “Pre-Event”
Email Success Builds Daily
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During Event Never Miss a Day
“Today at the event”
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After Event “Immediate” recap
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Organized? How do you get
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© 2013 – Saffire Events®
Editorial Calendar
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www.SaffireEvents.com/calendar
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© 2013 – Saffire Events®
Step 2: Build a list
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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© 2013 – Saffire Events®
Starting from scratch Outlook contacts
Board of Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.
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© 2013 – Saffire Events®
Email signups on every page
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© 2013 – Saffire Events®
Ongoing - Online When people share an event photo
When they complete an online form
On Facebook, offer Like and email signup
On Twitter, promote by teasing pending campaign
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© 2013 – Saffire Events®
Ongoing - Offline Door prize or signup at events
Anytime they purchase something
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Have a Facebook Contest Goal = Email addresses
Use a platform that you don’t own
To get email addresses you do!
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Contest Prizes Tickets
(Autographed) Merchandise
Experiences
Meet & Greets
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© 2013 – Saffire Events®
Step 3: Write it
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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© 2013 – Saffire Events®
Use Your Calendar!
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Don’t Tell the Whole Story
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Goal: Clicks to website!
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© 2013 – Saffire Events®
one main story
two smaller features
TEST
AGAINST EACH OTHER
two smaller features
Consider a Pyramid
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The Formula Headline
Image
Text (short, with links)
Call to action e.g., “Click here to enter now!”
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© 2013 – Saffire Events®
Encourage Sharing!
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© 2013 – Saffire Events®
Step 4: Include good imagery
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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One that makes you click! What makes a
good image?
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© 2013 – Saffire Events®
Step 5: Strong subject line
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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Good content and images CLICKS…
Good subject line OPENS!
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© 2013 – Saffire Events®
Good subject lines
Something recognizable
Action words
Not too spammy
50 characters or less
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© 2013 – Saffire Events®
BONUS POINTS Turn into Tweet
120 characters, # and shortened URL
Turn into Facebook post 150 characters, image and no #
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© 2013 – Saffire Events®
Step 6: Track the performance
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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You’re not Marketing!
If you’re
not measuring,
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Track
PER EMAIL
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Open Rate
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Click-Through Rate (CTR)
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Response rate – web visits, revenue
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Track
OVER TIME
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House File Size
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Churn (% who leave your list)
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Cost/Email
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Revenue/Email
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OPEN RATES Varies a lot by client
9-15% on low end
30-35% on high end
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© 2013 – Saffire Events®
Highest open rates Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends
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CLICK RATES Not as much variance by client
Around 10-20%
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© 2013 – Saffire Events®
Calls to Action = Clicks Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Don’t tell the whole story
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© 2013 – Saffire Events®
Step 7: Learn and repeat
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
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MOST SUCCESSFUL? Which ones have been
DO
MORE!
LEAST SUCCESSFUL? Which ones have been
TWEAK
THEM!
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Learn and repeat How have they affected website visits or revenue?
What trends have you noticed that are actionable?
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© 2013 – Saffire Events®
To review Create an editorial calendar
Prioritize email, especially during your event
In this order, focus on integrating with social media Facebook, Twitter, YouTube, Pinterest/Instagram
Improve your tracking
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Kendra Wright WWW.SAFFIREEVENTS.COM
@SAFFIREEVENTS
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