Hewitt Tomlin, Head of Partnerships Stacey Berold-Kutscher, Head of Marketing

Agenda

Introduction

Why still #emarketing

5 reasons your emails suck

5 tips to fix it

Q&A

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Why bother with #emarketing?

The ugly truth

We want it all

Increase of mobile device driven actions

Cost vs. Effect

The stats speak for themselves

If it ain’t dead…it lives (kind of)!

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Just some stats to back that up…

It is easy to find the stats out there – how can we argue with this?

Over 3.2 billion email accounts exist

Average person checks smartphone 34 x a day

Litmus says “82% of consumers open emails from companies”

Merkle says “74% of consumers prefer to receive commercial communication via email

Direct Marketing Association say “66% of consumers have made a purchase online because of an email i.e. linked right through)

Email is alive and well – start using it properly@Sendible @Contactually

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Reason #1

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Your subject line sucks- Don’t be gimmicky

- Long subject lines lose attention spans

- Don’t use words that trigger spam

- http://goo.gl/0mJJQw

Reason #2

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Too many images- Think “mobile first”

- Email clients sometimes reject images

- Images are not always click-friendly

Reason #3

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Links are too scattered- “Golden Rule” of eMarketing

- Multiple links + destinations = No focus

- Prioritize the hyperlinks

Reason #4

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You’re not proofreading- Find someone other than yourself

- Words don’t always resonate with others

- You’re not leveraging technology

Reason #5

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Wrong day and time- Use data, it’s everywhere

- Don’t send on extreme days

- Don’t send at extreme times

Tips to fix it!

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Here we go!

Tip #1: Create your mailing list

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Start by creating a smart mailing list

Put sign-ups on your website

Social CRM platforms have widgets –

make use of them

Use the personalization options you have

in your list (e.g. name)

Try to think “segmentation” right from the

start for targeted email marketing

Tip #2: Images

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• Text does better than images

• Use one, beautiful image

• Make sure the image is clickable

Tip #2: Images Cont.

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Hewitt’s Tip: Use Canva

Tip #3: Use social media for support

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Properly research your target audience

Find them on Social Media, and LISTEN

Monitor the conversations regarding your

competitors and your brand

Create relevant content to share based on this

Original content, curated content

Look for the technologies to support this

Tip #3: Technology examples

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Tip #4: No Proofread

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• Find the “grammar nerd” in your life

• Download Grammarly Chrome Extension (it’s free!)

Tip #5: Always (but ALWAYS) send a test

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It never looks how you think it looks

Different clients look different from each

other

Different browsers look different

Different mobile devices look different

It never works the way it should

Check your links

Check your images

Read what you wrote out loud

Do you have any questions?

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