Email Marketing:simple strategies for success

2

Beth KahlichOnline Marketing Trainer and Consultant

Dallas Search Engine Academywww.seoTrainingDallas.com@BethKahlich

3

• Real marketing• Collecting Contacts• What do you write about?• Three Seconds to Open• Measuring Results• Email Marketing Hot Topics

agenda

4

at its core, marketing is abouteliciting a physical and measureable

RESPONSE

Email Is Marketing

5

1. Define an audience 2. run a campaign that targets those people

it’s pretty simple

3. Elicit a physical, measurable response

6

when you’re really marketing…

real marketing helps remove emotion and assumption from the decision-making process

7

if that doesn’t work, stop doing that. if this works, do more of this.

when you’re really marketing…

8

a “NO” isn’t a failure, it’s great insight and data at very low cost

when you’re really marketing…

© 20139

• Lots of physical, measurable response

• Easy to brand with colors, logos, etc…

• 4x the ROI of direct mail*

• Helps to measure and monetize social media

• Authentic engagement with a one-to-many tool

Highly visible, delivered right to the inbox!

email is hard to beat for real marketing value

* Direct Marketing Association

10

flip the funneltraditional marketing

find

keep

convert

new marketing

find

keep

convert

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

This applies to ALL kinds of digital marketing!

11

how can you grow your list?

at register with the check at

end of the meal

on registrationforms

12

how can you grow your list?

You Are Spending Time Money and Effort

to Drive People to Your Site

Have a Call to Action that is lower friction

and will help you build long-term

relationships with your clients and potential

clients

© 201313

what to write about – what you KNOW

discounts +coupons

downloads

supporta cause

eventinvites

hints + tips

B2B services

© 201314

LESS IS MORE. FOCUS.• Keep it short

• Pictures are key, but keep them small

• Videos get clicked

how much is enough

© 201315

a picture is worth…

© 201316

repurpose and reuse

17

You Only Have

3 Seconds!

18

SUBJECT OR HEADLINEwinning the battle of priorities

[don’t do this] March Newsletter

[do this instead] Tomorrow: Need 3 Hammers – Can You Help?

[don’t do this] Joe’s Pet Store Newsletter

[do this instead] 3 Tips: help your dog beat the heat

[don’t do this] Children’s Classes

[do this instead] Limited Spaces available for Children’s Classes

You Only Have 3

Seconds!

19

WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!

20

• Many – but not all may not see your images

• text links get more clicks than buttons

• place your logo left or center in email

• include company name in text

• key action must be above scroll line

• do not give too many choices

• make all images clickable (and with text labels)

test it on yourself!(and on your mobile device)

PRACTICAL ADVICE

© 201321

• Drip campaigns vs. auto responders

• Online Editing and HTML issues

• test, Test, TEST

• Opt-in list best practice

• Deliverability rates

• no service is 100%

• challenges with ultra-secure solutions (i.e. SpamArrest)

• **small percentage of your list

DIFFERENT EMAIL MARKETING TOOLS

?

22

CHANGES AT GOOGLE

- Multiple opens will not be measured

- Important to focus on - Clicks- Website Activities- Conversions

- Images are Now Automatically Loaded – Better Experience for the Subscriber

23

MEASURE

make it easy and obvious

• One click away• Above the scroll line• Left or center, avoid right• Not just a graphic, include text link

as well• Not in a list of other options• Make sure you measure response

24

Mobile Friendly Emails - My Case Study

• goal: increase click-throughs

• tactic: use new mobile-friendly template

• used one-column format

• results: 7.5% to 14.6% increase in clicks

Follow

Best Practices and

Get the Most Out of

Email Marketing