Email: Your Direct Path to Driving Audience & Customers by Daniel R. McCarthy

Drive Business With A Direct ConnectionDan McCarthyCEO, Taunton Press

Break through the stream

72% of consumers say that email is their favored conduit of communication with

companies they do business with. 61% say they like to receive promotional emails weekly.

122 billion emails sent every hour

250+ million US consumers with email addresses

HOW TAUNTON USES EMAIL

The Audience Engagement Pyramid

PRODUCT

MEMBERS

SUBSCRIBERS

SOCIAL

EMAIL

WEBSITE

PROSPECT

15,000

20,000

150,000

250,000

350,000

1million

~30Million

2.5 million email subscribers

1.3 million eletter subscribers who get 4 emails per month.

1.2 million promotable email names who get 9 emails per month.

OURMARKETINGUNIVERSE

“Last chance to save 20% off magazine subscriptions”

“Warm Up Dinner with Tropical Fruit”

OpenRate Click% Transaction %

TOTAL 28% 4.2% 0.03%

E-Letters 37% 8.0% 0.02%

Subscription acquisition 22% 1.6% 0.05%

Subscription renewal 57% 6.4% 1.18%

Membership 28% 2.4% 0.06%

Product 24% 2.1% 0.04%

Triggered 20% 2.9% 0.01%

THEMETRICS

THE BASIC EMAIL TOOL KIT

The Best Email Marketing Software of 2015

-- PC Magazine

EMAILCHECKLIST

• BUILD YOUR LIST

• SEND TO PEOPLE WHO HAVE GIVEN YOU PERMISSION

• GIVE YOUR SUBSCRIBERS AN OPPORTUNITY TO SUPPORT YOU

• SEND EMAILS REGULARLY

• SUBJECT LINES MATTER

• CURIOSITY – URGENCY – RELEVANCE –VALUE – EMOTION

• “OPEN ME QUICK! I EXPIRE AT 6PM, PAYDAY TREAT.”

Industry OpenRate ClickRate

ArchitectureandConstruction 25.2% 3.2%

ArtsandArtists 27.9% 3.0%

Consulting 20.0% 2.6%

CreativeServices/Agency 23.3% 3.0%

HomeandGarden 25.8% 4.2%

MediaandPublishing 22.8% 4.8%

INDUSTRYCOMPS

SOURCE:MAILCHIMP3/16

“EMAIL MARKETING FOR DUMMIES CHEAT SHEET”

• I have explicit permission to send the e-mail.• I pinpointed the main objective.• My From line clearly identifies my business.• My Subject line prompts my audience to open my e-mail.• I'm sending my e-mail from an e-mail address that my

audience will recognize.• My e-mail content is easy to scan.• My headlines are short, clear, and concise.• My paragraphs are short summaries of larger bodies of

information.• My e-mail contains a strong call to action.• My images help to tell the story of my e-mail.• My e-mail has white space that makes the text easy to read.

• My e-mail content is valuable enough to save or share.

• My e-mail contains an offer that is valuable to my audience.

• I checked all links to make sure they work properly.

• I'm prepared to handle inbound responses.

• I'm sending at a time when my audience is likely to notice.

SCOTTBERKUN.COMCASE STUDY

20

CASESTUDY:SCOTTBERKUN

• Fresh content

• Consistent focus on list building

• Predictable, regular emails

• Clearly identify outcomes

• Enlist the audience as fans, promoters and customers


Home Page

Article Page



SUBJECT LINE:

“Creativity Is Not An Accident + Best of The Month”

EMAIL PART I: • The benefit –

fresh content


EMAIL PART II:• Content highlights• Promotion


EMAIL PART III:• ENGAGEMENT


EMAIL PART IV:• Promotion


EMAIL PART V:• FINE PRINT

THANK YOU

Email: Your Direct Path to Driving Audience & Customers by Daniel R. McCarthy

Design

Transcript of Email: Your Direct Path to Driving Audience & Customers by Daniel R. McCarthy