Email Marketing

Capitalize on Today’s Trends & Tactics

Presented by: Natalie Henley

Starting Email Marketing

First Question: Yay or Nay?

Source: Exact Target 2014 State of Internet Marketing

98% of marketers plan to increase or maintain their spend in 2014

Data & Analytics

61%

Marketing Automation

60%

Email Marketing

58%

Social Media 57%

Content Management

57%

SEO / SEM 54%

SMS Messaging 53%

ROI

Average return on email marketing

investment: $44.25 for every dollar spent

Source: Unbounce “Email Marketing is Alive & Well”

Digital Marketing Strategy

Fitting Email into a Digital Strategy

Pull existing contacts back to the website

Getting Started

Getting Started - Programs

Email Platforms

• Emma

• Constant Contact

• Mail Chimp

• A Weber

Marketing Automation

• Hubspot

• Marketo

• Infusion Soft

• Oracle - Eloqua

Getting Started – Building a List

• Current Customers

• Contacts from networking

• Sales Prospects

Tip: Don’t buy lists

Getting Started – Look & Feel

• Basic & Simple

• Renders on Mobile

• Text based

Simple Not- Simple

Golden Rule – It’s About Good Content

Getting Started – Email Content

Good:

- Informational content

- Exclusive sale / deal

- Image with video link

Lame:

- Newsletter

- Self Promotional

- Extremely Canned

Getting Started

• Time

– Business Hours

• Day of Week

– Tues / Wed / Thurs

Screenshot source: MailChimp

Metrics that Matter

• Deliverability

• Open Rate

• Click Through Rate

• Landing Page Engagement Metrics

Screenshot source: MailChimp

Tips:

• Scan your SPAM Box…avoid

those words in your subject

lines

• AVOID EXCESSIVE CAPS

• Avoid Image-only emails

Deliverability

A Moment for CAN SPAM

• The CAN-SPAM Act of 2003 – Mail address

– Unsubscribe link

– No deceptive subject lines

• Canada’s Anti-Spam Legislation – Stricter with heavier penalties

Tips for Improving:

• Subject Line

• http://www.subjectline.com/

• Testing metrics (e.g. time of day)

• From a person, not a company

• List segmentation

Open Rate

Good vs Bad Subject Line

Source: SubjectLine.com

Golden Rule

The only purpose of your email is to gain a click through to the site

Question

Which Got a Better

Click Through Rate?

Source: Marketing Experiments

Option A

Option B

Results

Source: Marketing Experiments

Landing Page

• On your website

• Easy to navigate to other pages

• Google Analytics Installed

• Quality Content

• Strong Calls to Action

• Delivers promised content

• Mobile friendly

Additional resources

• Marketing Experiments

• MailChimp Blog

• http://www.copyblogger.com/37-email-marketing-tips/

Questions

Natalie Henley – VP of Marketing

www.V9SEO.com

Twitter: @Marketing_Nat