targeted email: turn clicks into sales

Presented by:

godigitalmarketing.com @godigitalmktg #WinLocal 2

Jessica Levine

Senior Email Coordinator

G/O Digital

Jerilyn Soncrant

Product Manager

G/O Digital

Chris Fehrmann

Senior Director of Product Development

G/O Digital

Moderated by:

And Everyone Uses Email


Mobile Is a Major Part of the Growth


Why Segment Your Email List?

You have a diverse customer base with specific needs

Your contacts are at different points in the Buyer Journey

Your messages will become more engaging

Email campaigns will achieve better results


Segmenting Your Current List

Segments should be based on which groups of customers have certain interests and respond to specific emails, as well as timing of their response.

Which audience segments are engaging with

your products?

What types of content do

different customer demographics

click on?

What behaviors influence how a

customer interacts with your

business?

Look at your current email list and determine:


Reach New Customers Outside of Your List

With just a click, targeted email services can segment based on:

Age

Gender

Geographic location

Intended actions



30,000 recipients for each blast

Audience • Current students• New college students• Parents of students• Florida county

Results• Three emails, average open rate of 12.89%• Average click-through rate of 1.40%

What Not To DoTop Tips:

• Don’t use all caps

• Exclamation points should only be used when necessary, and definitely don’t use more than one

• Stay away from saying things are “free” – it can get lost in the spam filter


Subject Lines that ConvertGood vs. Bad Subject Lines


Feeling the Monday Blues? We Have a Cure.

vs.Good Bad

Sometimes All You Need Is a Little Vase Lift

SALE: Today-Only Markdowns For The Whole Family

Wright Furniture Co.: New Vases In Stock!!!

Six Steps to BetterFirst Impressions

1. Tell it, don’t sell it

2. Write it last

3. Don’t be vague

4. Keep it short

5. Use preheader text

6. Be mindful of messaging


Crafting a Message that Sticks

Be deliberate with your visuals.

Keep your message to

10 sentences or less.

Have a clear call to action

above the scroll line.

In a crowded inbox, your email should stand out.


Everything from the subject line to the design plays a role in getting your email opened.

18

• Be specific

• Let people know offer constraints

• Use high-quality images


Although your business is an inanimate object, it has a voice.

In an internal client audit, we found that when the creative is done by the client:

• The creative is not 100% fully responsive

• We see overall performance decline

• Open rates decrease by 9%

• Click rates decrease by 80%

• Often gets flagged by spam filters


Create a high-value segment from your own list based on:

• How recently has a subscriber made a purchase?• How often does a subscriber purchase?• How much does a subscriber spend?

Include a discount and strong CTA, and send away.


Expand Your Segmentation

What would cause this segment to

act versus another segment?

What information does this segment

need to know about the offer?

How do you make the offer personal for this audience?


Consider how one offer will appeal to your various email segments:

Make your customers know that you’re thinking about their wants and needs, not your need to sell to them.


How Much is Too Much?

Research from G/O Digital shows that 55% of auto consumers would be irritated or less likely to click through to a dealer’s site if they were sent an impersonal email.

Is it Necessary to Send a Different Email to Each Segment?


The Answer is

Subject line:Go ahead and leave your shoes on…

Targeted Audience: • 10,000 recipients• Adults with kids in the home• Household income of $100K• Specific county in Michigan

Results• Open rate: 14.13%• CTR: 1.00%


Measure Online Success

Every successful campaign starts with a clear goal

What do you want to get from segmenting your emails?

Make sure it is optimized for mobile

Define which metrics will measure your goals



With a specific landing page for your email, you can:

• Direct customers to information specific to the email offer

• Allow recipients to claim an offer or book an appointment directly

• Track who downloaded the offer and actually brought it in-store

Track Offline Success

Attribute actual sales to your email segmentation.

Be sure your less tech-savvy customers will be able to print your offer and bring it in-store.

Customers will have to present the offer from their mobile device.

Create an email-only offer with a unique tracking code.

You can instantly track who came in and actually used the offer.



Not all email actions are immediate

The reach and frequency of your email programs will nurture your customers over time

When they’re ready, they’ll make a purchase

Have a system for tracking sales over time• Matchback Reporting

Results From June 2014-March 2015:


Dealership wanted to increase sales for its car and crossover markets

Targeted emails to car and crossover vehicle “intenders”

• 48 actual car sales• Equivalent to $1.5 million in additional revenue

Analyze your results regularly, depending on how often you send emails

Adjust your strategy based on your performance results

Analyze how your segments are performing


Q& A

#WinLocal 34

CASE STUDY:

Check out our other content:

Ken Wilson Ford Increases Profit Margin Using Targeted Emails

EBOOK:

Top 5 Best Practices for Local Business Email Marketing

RESEARCH:

Appealing to Today’s Auto Buyer

INFOGRAPHIC:

The Digital Buyer’s Journey

http://www.godigitalmarketing.com/resources/ken-wilson-ford-branches-territory/




http://www.godigitalmarketing.com/resources/top-5-practices-local-business-email-marketing/



http://www.godigitalmarketing.com/resources/appealing-todays-auto-buyer/

http://www.godigitalmarketing.com/resources/appealing-todays-auto-buyer/

http://www.godigitalmarketing.com/infographic-digital-buyers-journey/

http://www.godigitalmarketing.com/infographic-digital-buyers-journey/

targeted email: turn clicks into sales

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targeted email services

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