logicclassroom: email marketing

HOW TO RUN AN EFFECTIVE EMAIL MARKETING CAMPAIGNYen LeFebruary 11, 2014

T: 617.266.9166www.bostonlogic.com

AGENDA

The importance of email marketing – a look at the numbers

Why your emails are not getting noticed How to make your emails more engaging

Trust Relevance Conversational Consistency Strategy


EMAIL IS A POWERFUL MARKETING TOOL

94% of Americans check their email regularly 58% of adult Americans check email first thing in the

morning 77% of consumers prefer to receive permission-based

marketing communications through email $1 spent on email = return of $40.56. By comparison,

$1 spent on SEO = return of $22.44


YOUR EMAILS ARE NOT GETTING NOTICED!1. Consumers are more empowered2. Higher expectations for email quality3. Can easily opt-out of emails


FOCUS ON ENGAGEMENT BECAUSE IT MATTERSEmail providers analyze the open & click through rates of emails – eventually will go to spam folder if not engaging

Avg. Open Rates: 10-

15%

Avg. Click Rates: 2.1-

5%

Avg. Click to Open Rates:

11-15%

Avg. Unsubscribe: 0.11-0.2%


WHAT IS AN ENGAGING EMAIL?

Trustworthy

Relevant

Conversational

Consistent

Strategic


SEND EMAILS TO CUSTOMERS THAT WANT THEM

Maintain a

quality list

Set expectation

s during opt-in

Send a welcome

opt-in email

Make it easy for users to

opt-out or opt-down

Identify inactive

users and remove them


AND SEND EMAILS WHEN THEY EXPECT THEM

Keep your newsletter or drip campaign consistent Same days and time of day Frequency Types of content (and tone) Branding – same format for

emails Naming Subject line tone


BEST TIMES TO SEND EMAILS

Early bird – 58% of adult Americans check email first thing in the morning

Time they opt-in – Capture time users sign up for your list and send emails to them at that time

Send emails by time zone



Trustworthy

Relevant

Conversational

Consistent

Strategic


SEGMENT YOUR LISTS WHEN YOU CAN

Target Type Open Rate Click-Through Rate

Conversion Rate

Untargeted broadcast emails

20% 9.5% 1.1%

Triggered from user actions

27% 9.3% 2.3%

Targeted with web click data

33% 14% 3.9%


HOW SHOULD YOU GATHER INFORMATION?

When users sign up, keep web forms short Once customers subscribe, invite them to a

preference center Pay attention to click paths and transactions – make

inferences about their demographics Actions speak louder than words


USE THE INFORMATION TO INCREASE ENGAGEMENT

Send event-triggered campaigns Create different email tracks/drip campaigns to respond

to each event (Ex: Social media eBook signup) Target new campaigns based on how your leads have

reacted to prior campaigns Can be as basic as checking open and click-through-rate

Re-mail/retarget emails to those who haven’t opened


GET PEOPLE READING YOUR EMAILSEmails that

engage

Solve their problem

Save them money

Make them smarter

Entertain

Content customers

want to read

Original

Repurposed (blog posts)

Trends in the industry

User generated

(testimonials)

Catchy subject lines

Educate

Ask a question

Announce a new product

Offers a solution to a

problem

Design that draws the eye

Keep it to 600 pixels

wide

Responsive to mobile

Buttons & images

Include plain text version


DESIGN WITH MOBILE IN MIND

41% of commercial emails are opened on mobile devices

58% of marketers are not designing for mobile phones


THE RELEVANCE OF YOUR EMAIL/ENGAGEMENT LEVELS CAN BE TESTED

Start simple: Test headers and subject lines Test one element at a time Control for day and time of day campaign is sent Keep a log of all tests Small changes can be significant!



Trustworthy

Relevant

Conversational

Consistent

Strategic


IT’S IMPORTANT TO BE ABLE TO TWEAK CAMPAIGNS

Add new/change content when necessary Schedule content to activate or deactivate when it is

no longer relevant Automatically limit frequency – don’t want to

overwhelm your customers Don’t send duplicate content (if someone already

downloaded an eBook, don’t send them the invitation again)



Trustworthy

Relevant

Conversational

Consistent

Strategic


Goal is to create or continue a conversation on email

KEEP MESSAGES CONSISTENT THROUGHOUT ALL CHANNELS


USE OTHER CHANNELS TO LISTEN TO YOUR CUSTOMERS

Social Media

Email Marketin

g



Trustworthy

Relevant

Conversational

Consistent

Strategic


USE DATA TO COME UP WITH A BETTER STRATEGY

Marketing automation helps you personalize and target your marketing

Increase efficiency by streamlining your marketing processes and improving your relationships with clients

Segment your lists and send personalized messages Run coordinated multi-channel campaigns Get a deeper understanding of what’s working and

what’s not


Questions?

logicclassroom: email marketing

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