THE SECRET OF MIND-BLOWING EMAIL-MARKETING #MINDBLOWINGEMAIL

TIM GEESENIOR EMAIL MARKETING SPECIALIST

TIM GEESENIOR EMAIL MARKETING SPECIALIST

timg@exclusiveconcepts.com

Ken CelliVISUAL EMAIL DEVELOPER

kcelli@exclusiveconcepts.com

Agenda

IntroductionTitleBiosAgenda

The Realities of Email MarketingStatistics about email marketingPain pointsChallenges

SolutionsPersonalizationSubject LinesCreative ImageryCopy

-Relevance-Deals

-Keywords-Links

List SegmentationTimingSharing

Wrap-upContact Information

The Realities of Email Marketing

Mobile Grows Up, Desktop Gets Old

6% decrease in desktop email viewing

33% increase in mobile email viewing

80.8% of users check email on mobile devices

- comScore

80.8% Check Mobile Email

The Realities of Email Marketing

There is a Lot of Noise

1,900,000,000 email users

57% check email 4 a day

294 Billion emails sent every day

154.73 emails received per person per day

- Radicati Group

88% of Mail Goes UNOPENED

The Realities of Email Marketing

There are Many Distractions

18-24 years olds:62% use email daily

60% use social networks

44% get news

27% bank online

The Realities of Email Marketing

There are Many Distractions

30-49 year olds:67% use email daily

39% use social networks

45% get news

30% bank online

- Pew Research

The Realities of Email Marketing

Email is Habitual

60% use email every day vs. 29% use a search engine every

day- Pew Internet

60% Check Mail Daily

Pain Points

Email Marketing is Huge Pain in the AssWhen and how often do I send email?What’s an HTML email?How do I tell if it’s working?What is “List Segmentation”?What is an “Auto Responder”?How do I send an email to my list?How do design and code an email?I’ve tried it before and it didn’t work.How do I avoid being labeled as spam?Where do I find a marketing team for this?How do I manage my subscriber database?How often should I update my email list?Why do my subscribers hate my emails?

Challenges

Email is HabitualI don’t have an in-house graphic designer or programmer.I don’t have software to mass email.I have a small email list.I run a business, where do I find time to send marketing email?I haven’t contacted my email list in weeks/months/years.

Solutions

Turn Your Pain-In-The-Ass Email Into Kick-Ass EmailThe Proper Approach is multi-channel: SEO, PPC, Conversion TestingExecute Incremental ChangesRely onExpertise AugmentationUse The Right Software

Timing:When is the best time to email my subscribers?

“There is no one time that most people check their email. U.S. Internet users check their personalemail throughout the day…”Conclusion: Conduct Testingto determine which dayand time generates the highest response rates.

HTML vs Text EmailWhich option offers the best email experience?

“43% of users use some version Outlook, while no other client even came close. Hotmail came in second at 17% followed by Yahoo! Mail (13%) and Gmail (8%). Apple products came in with a total of 8% split between iOS (4%) and Apple Mail (4%).”

Conclusion: HTML is here – but be aware of the risks.

EffectivenessAre you looking at the right statistics?

Open Rate indicates the resonance of the subject line and strength of brand recognition

Click-Through Rate sheds light on the persuasiveness of your calls-to-action

Loss Rate reveals subscriber loyalty to your email program and to your brand

Average Order Value (AOV) reveals the strength of your promotions and product mix

Conversion Rate wraps up effectiveness in one succinct metric

Segmentation- The act of dividing your subscribers into groups according to specific criteria

“Segmenting emails based on job title, customer type, or even zip code could result in a more than 18 percent increase in open rates and a more than 21 percent in clicks.”

Bright Idea:Segment your subscribers in a way that is relevant to your bottom line – and to your customers

Auto-ResponderAn email message that is automatically sent based on subscriber actions or attributes

The Bright Idea:Rome wasn’t built in a day - Set up autoresponders upon basic customer behaviors first.

Newsle

tter Cam

paign

Autoresponder

0.00%15.00%30.00%45.00%

Average Open Rate

Average Open Rate

Publication

How Do I Send An Email To My List?

You can’t use Outlook, Gmail, etc.Why? Spam, Formatting, Metrics

Publication

How Do I Send An Email To My List?

Publication

I Don’t Have Software To Send Mass Emails!

Publication

I Only Have A Small Email List!It’s not the size of your list, it’s how you use it.Just Do It!

Then:Retain existing subscribersGrow Your List- collect email addresses, offer deals, add sharingand cross-channel methods

Publication

Can’t I just purchase an email list?Don’t Buy Lists!

Why?

Spam!No Relevance!Black Hat!

Bad Karma!

Publication

How about holidays?Make holidays relevantDifferentiate by keying in to the holidayMake your brand jollyKeep an eye on the calendar- Christmas 2011 marketing began in October!

Publication

I Haven’t Contacted My Email List In Months or Years!There’s No Time Like The Present!

Publication

How do I get the recipients of my email engaged?Make your email a dialogue not a monologue!

Design & Development

How Do I Avoid Being Labeled As Spam?No listsFrequencySubject lineQuality of contentReputation of sending domain

Run a spam test

Design & Development

How Do I Design & Code and Email?Do it yourselfProviders have templatesOutsource- Freelancer or general agency- Specialty agency

Deployment Challenges

I’ve Tried It Before And It Didn’t Work!How did you define failure? What did you learn from it?What worked, what didn’t?

Deployment Challenges

I Run A Business. Where Do I Find Time To Send Marketing Email?

You don’t have to do it alone.Build a team of hire a partner.

Deployment Challenges

I Don’t Have A Marketing Team?You need the right people:- Internet marketing strategist- Email marketing specialist- Digital marketing specialist- HTML email designer- HTML email programmer- Database engineer- Copywriter

Deployment Challenges

How Do I Manage My Subscriber List?SegmentationReview BouncesControl growthHonor unsubscribersDon’t rent or buy lists

Deployment Challenges

How Often Should I Update My Subscriber List?Prior to every broadcast

Best Practices

Why Do My Subscribers Hate My Email?Weak call to action (CTA)Irrelevant contentFrequencyUgly

Over promising and under delivering

Best Practices

Make Your Content RelevantMake it a dialogue – Don’t shout!Relate to your audienceAdd personalityBe currentAdd value

Best Practices

Email DesignMobile friendlyBalance text and imagesFocused themeStay on brandBrowser compatibilityReflect your online presence

Best Practices

Offers, Deals and SpecialsDeliver what you promiseClear offer restrictionsSimple instructionsMake offer attractiveIncentivize to shareEncourage increased reader activityKeep your offers fresh

Best Practices

Subject Lines Rule or How To Gift Wrap Your EmailKeep subject lines 50-75 charactersUse ampersand, numbers & bracketsConduct spam testing on subject lines (esp. brand names and discount offers)Reflect email contentMake it exciting, funny, dramatic!

Best Practices

The Weakest LinkNot Too FewNot Too ManyRemember hierarchyMake links obviousTagged for analytics

Conclusion

Wrap upKey points- Don’t miss out on the upcoming holiday season- Stay relevant- Don’t be the business NOT doing email marketing- Just do it!

Contact info

Visit our site: www.exclusiveconcepts.com/MindBlowingEmail

- To learn more about our email marketing services- Download our email brochure- Download this deck - Watch a video of this webinar

Feel free to share anything you’ve learned here. Thank you.