Email marketing intensive Lab Notes #digicolab
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Transcript of Email marketing intensive Lab Notes #digicolab
@PHOLLOWS
Email Marketing Intensive
Phil Hollows, CEO
Heather Solos, Community Manager
@FeedBlitzfeedblitz.com
Interrupt, Question, Clarify!
Why Care About Email Marketing?
“I get ten times more response to my blog from my email subscribers than I do from anyone else.”
Seth Godin
FeedBlitz Client
Why Email Marketing Works
• Permission• Commitment• Engagement• Relevance• Timeliness• Persistence
What We Will Cover Today
• Mobile and Responsive Design• Growing your List: Forms• Basic Metrics• Mailing Frequency• Multiple Lists• Monetization• Automation, Autoresponders and
Transactional Emails
MOBILE & RESPONSIVE DESIGN
“Desktop” email on the phone
Don’t Do This to Mobile Readers
Same email, responsive layout – Legible, effective.
Responsive Design Delivers on Mobile
FORMS
Generating List Growth
• Above the fold.• Meaningful incentives.• In the post footer, above the comments.• Respectful popups.• Don’t get complacent: Change and Test!
– Call to action text.– Form location.– Graphic elements.
METRICS
Key Metrics
• Sent• Opens – Target 20%• Unsubscribes• Complaints• Hard and Soft Bounces
MAILING FREQUENCY
Mailing Frequency
• At least weekly• Consistently• Specials and blasts
MULTIPLE LISTS
Generating List Growth
• By topic• By frequency
MONETIZATION
Monetization
• Sponsorships• Advertising• Product and event promotions• Closed / paid lists• Product sales
AUTORESPONDERS AND TRANSACTIONAL EMAILS
Autoresponders
• A fixed sequence of one or more emails• 1-off
– Thank you for …– Incentive fulfillment
• Multi-step– Email courses– Sales funnels– Guided exploration to drive your traffic,
generate feedback
Automation with Triggers
• Automatically add / remove subscribers based on events:– When a subscriber joins a list– When they unsubscribe– When they finish an autoresponder series
• Use Case: Maintaining a Master List– Subscribe triggers add to the master– Unsubscribes remove from the master
Transactional Mailings
• Transactional mailings – 80%+ open rate– You can sell, market.– Promotion can’t overwhelm transaction data.
• Landing pages– Deliver incentives, promote action.
Parsers – Third Party Integration
• Add subscribers from third party systems– Shopping carts– Form plugins
• How they work– The third party product sends an email to the
parser– The parser interprets the email– Rules in the parser add or remove the subscriber
to the relevant list
Thank You!
• Contact Us! – [email protected] @phollows– [email protected] @HeatherSolos
• For FeedBlitz clients:– @FeedBlitz– [email protected]– Phone 978.776.9498 (9-5 eastern)