Email Marketing Tips & Hints

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Email Marketing

description

James Waite, Digital Marketing Executive at the Blue Hat Group the Catalyst Global's partner in the UK, shares his learned insights into Email Marketing with the Catalyst Global Partner Network at our recent EuroZone Meeting in July 2014

Transcript of Email Marketing Tips & Hints

Page 1: Email Marketing Tips & Hints

Email Marketing

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Step 1. Ideas brainstorm

Format?

•RT (rich text)

•HTML

Type?

•Offer•Product promotion•Newsletter•Competition•News stories•Web page/site launch•Customer feedback

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Step 2. Data/SegmentationSegmented data allows us to create emails with a bespoke approach. We often split our data and subsequently our emails into three categories:

•Clients•Venues•Agencies

We separate our emails for our brands into different campaigns so that if a contact unsubscribes from brand A, we can still contact them about brand B!

Query strings allow us to populate each email with the contacts first and last name as well as the specific Account Manager’s name and email for that contact in the signature. This enables a more personalised approach.

We can also populate the email with other contact information fields such as their company, job title and interests.

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Step 3. Design and Copywriting

Old school design techniques are best for rendering emails in most clients. This means HTML and tables are the order of the day. Some email clients will read style sheets, but generally it’s best to avoid using CSS and stick to HTML where possible for consistency.

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Step 4. Design Testing

Email platforms render HTML emails differently. What looks good in Gmail might look so great in Outlook. Testing your email on all major email clients is therefore paramount to ensuring a consistent layout.

We have to test for both desktop and mobile clients too.

Test, test, test!

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Step 5. Split testing subject lines

Split testing subject lines enables us to better understand what words and phrases our audience respond to. Split testing involves creating 2/3 different subject lines for one email that get sent evenly to 20% of our data list for 30 minutes. The one with the highest open rate is then sent to the remaining 80%.

“ Brazil World Cup 2014 Competition”

“Welcome To Brazil, James”

“Get Your Hands on a £50 Sport’s Gift Card”

Winner!

“Welcome To Brazil, James”

30 minutes later

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Step 6. Scheduling

Email opens by day of week

Email opens by time of day

We tend to send our emails from 11:30 – 16:00 between Tuesday and Thursday for maximum exposure.

These statistics may vary by industry though, so it’s always worth testing alternative scheduling.

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Step 7. Send!

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Step 8. Wait for Enquiries………

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…….. 9.Reporting

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Industry Standard Open & click rates

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Step 10. Clicks to sales

This metric allows us to see who clicked on specific links within an email. If an email has a number of links to our products we separate this data out and then distribute it to the sales team to follow up.

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Step 11. Ring, ring

‘’I see you’re interested in Mexican Railway!........’’

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Further Reading

http://www.emailmonday.com/mobile-email-usage-statistics

https://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails#i.1847n7z2kieelx

https://www.emailonacid.com/blog/details/C4/engagement_email_marketing_the_path_between_an_open_and_

click