mivacon chicago - why email marketing is still king
DESCRIPTION
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.TRANSCRIPT
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WHY EMAIL MARKETING IS STILL KING
DEVIN COX
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AGENDA
• Is it really king?• Conversion Rates • Benchmarks you need to know• Strategy• Real World Examples
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“THE WINNING STRATEGY FOR
ENTREPRENEURS AND FORTUNE 500
COMPANIES ALIKE IS TO ATTRACT A BASE OF
RAVING FANS THAT OPEN, READ, AND
CLICK ON THE EMAILS YOU SEND.”
- JACK BORNCEO OF AW PRO TOOLS
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“NUMBER ONE GOAL SHOULD BE EMAIL
LIST GENERATION.”-MARIE FORLEO
B-SCHOOL
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KING OF WHAT
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SO YOU WANT TO IMPROVE YOUR GAME
• Strategy• Know Your Data
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THE INDUSTRY BENCHMARKS
Retail Average:
• Open Rate = 13% - 24%• Bounce Rate = 6% - 12%• Click Through Rate = 5% - 20%• Opt-out Rate = 0.11% - 0.44%
All Industries Averages:
• Open Rate = 18.01%• Bounce Rate = 6.95%• Click Through Rate = 13.99%• Opt-out Rate = 0.21%
Constant Contact
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CONVERSION RATE SHOULD
BE 1-5%
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DEFINE YOUR CONVERSION RATE
AWARENESS CAMPAIGN
MEASURE AGAINST ROI
PURCHASE
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“HAVE YOUR #1 GOAL OF
EVERYTHING BE EMAIL LIST GENERATION”
-MARIE FORLEOB-SCHOOL
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HOW TO GROW YOUR EMAIL LIST
• Offer an Incentive for signing up
• Promise of a discount/free item
• Let them know why they should sign up
• Make it easy to find
• Add sign up widget on Facebook
• Visible on your site
• Multiple opportunities to sign up
• Home Page - Checkout - User Registration - Wish List - Customer Service
• Make it easy to Sign Up
• One click, or only ask for relevant info
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INCREASE YOUR OPEN RATE
• Subject line length• Ask a Question• Put the promo at the start of the phrase• Urgency i.e. “deal ends at midnight”• Send it at the right time of day/week• Qualify your list and send quality content• Take out the spam words
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BEST TIME TO SEND AN EMAILMailChimp
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IMPROVE YOUR CTR
• A/B Testing• Length of copy• Number of images• Image placement• Call to action: color/placement/wording/quantity• Time of Day (early, mid, late), Day of the week (M > F?)• Plain Text vs. HTML
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IMPROVE YOUR CTR
• Use linked snippet text as a pre-header above any image that needs to be loaded which extends the proposition from the subject line and explains clearly what the email contains.
• Use both contextual text (bold words within HTML) and image CTA's.
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IMPROVE YOUR CTR
• Move away from the traditionally old fashioned publishing schedule of weekly/bi-weekly/monthly - to one based on when you have good content to send.
• Include a "benefit to recipient" clause or “value proposition” in your content selection and publishing guidelines. Each email MUST contain something that is genuinely intended to deliver a palpable reward to recipients.
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OPTIMIZE FOR MOBILE
• Implement fully responsive email designs (at the very least mobile optimized)
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• 66 % opened on phones
• 19% opened on browsers
• 15% email clients
GMAIL USERS
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LOOK AT THE JOURNEY, NOT
THE CLICKS
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61% OF USERS ARE UNLIKELY TO RETURN
TO A MOBILE SITE THEY HAD TROUBLE
ACCESSING
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40% VISIT A COMPETITORS
SITE
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AUTOMATED EMAILS
• Have 24% higher Open Rates compared to Newsletters
• Have 47% higher CTR compared to Newsletters
• Initial Messages perform best. As time goes by the subscribers’ engagement gradually fades.
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SEGMENTATION
• Collect relevant data at checkout• What are their preferences?• Use purchase history to develop targeted
campaigns
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SEGMENTATION IN MIVA MERCHANT
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FINAL THOUGHTS
• No One Size Fits all solution• Automated emails• Segment your user base.• Subscribe to your competitors emails and see
how they do things.• A/B testing
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DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT
DEVIN COX