Email marketing best practices chapel hill chamber june 2015
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Transcript of Email marketing best practices chapel hill chamber june 2015
Riithink will show you:
1. current trends relative to email marketplace2. why you need to focus more of your marketing efforts on email
marketing3. email list growth, email design and sending strategies that will inspire you
to get closer to your customers4. how to retain email customers once you get them
overview
what we’ll learn today2
about us | riithink
today’s speakers
Patrick Smith Greg Hyer
Founder, Riithink Marketing Director, Riithink
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email marketing converts more
Email Marketing converts more online shoppers than any other form of online marketing.
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why email marketing?
Nearly everyone has an email address (4.3 billion addresses projected for 2016)
Easy to acquire addresses
Email customers more likely to buy
Perfect for B2B and B2C
Cost-effective marketing - 108 billion promotional/business emails sent in 2014 and for good reason!
Incredible ROI
Fundamental for customer retention
is email right for you?5
email marketing stats
For every $1 spent, this is the average return on email marketing investment. That is a staggering 4,300% ROI.(Direct Marketing Association - 2014)
statistics
of email recipients made at least one purchase last year based on a promotional email(Convince and Convert)
more money is spent by people who buy products marketed through email compared to those who do not receive email offers(Convince and Convert)
$44.25 44% 138%
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direct mail vs. email
Avg. $0.60 per pieceDelivery unknownPrinting, logistics
which is best for you?
Avg. $0.006 per pieceDelivery confirmed
Design, send
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vernacular
● Bounces / bounce rate: # of emails not delivered soft: mailbox full or not able to receive hard: email is not valid
● Open rate: number of opens as a % of total sends● Click through rate: directly correlates to your CTA● Revenue per email: total $ / # sent● Subject line: directly correlates to open rate ● Modal or popup: interstitial request to grab visitor
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general types of emails
● branding: mission, values, story….● thank you: for your order, visit...● triggers: order and shipment confirmation, abandon
cart, back in stock, wish-list, anniversary, birthday, welcome series, product views, product search, segmentation...
● promotional: 20% off product, product category, site bound, new product arrivals, deal of the day
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acquire / list growth strategy
In storePaper
POS
QR Code
iPad / Tablet
OnlineModal popups
Newsletter forms
Checkout flow
Registration
Social media
how do i grow my list?11
promote / email design and development
Mobile Friendly / Responsive Design - 48% of emails are opened on a mobile deviceSubject Lines - 10 to 40 charactersLess images / concise text - 80:20 Text to Image Ratio Clear Call to Action - One CTA per emailDesign for clickability, develop for deliverability
design for success12
convert / sending strategies
Daily / Weekly / Monthly - What drives traffic and revenue?Special Occasions - Birthdays / AnniversariesHolidaysWelcome series / Drip marketing / AutomationConsistency / think “Campaigns”
promotional strategy13
retain / mitigate attrition
Segmentation / tailored messagingRelevancy mattersKeep it fresh / minimize attritionProvide options / manage preferences
keeping customers happy14
if you are not in your customer's inbox, chance are your competition is
are you a retailer and not doing email marketing?● you are missing out on revenue● missing new customers● building a loyal customer base ● retaining your most loyal customer
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