Email marketing for online retailers (it’s the bomb)

Kimberly Palmer, NoteMaker.com.au / Telegram Co.

What I want you to get out of today...

...is just ONE GREAT IDEA you will implement.

A little about NoteMaker.com.au

Australian based, but ship internationally

Eight years online. Approx 80 brands sold, including Moleskine

Online only store (but part of Telegram Co which is also the exclusive distributor for approx 30 brands)

A profitable retailer

Built on Magento - but now backed by Netsuite

Email database of 55,000, usually 2 email campaigns per week (using Mailchimp)

Inhouse design, inhouse photography, inhouse marketing, inhouse copywriting

In a nutshell: We sell amazing stationery

Who am I?

23 years in marketing & 16 years of email marketing

Past entrepreneur: Networx Marketers Meetings

Have worked for...Primus Telecom, Wishlist, VicSuper, Parks Victoria, IBM, CoPP, Internet Conference,

Mercedes-Benz...and too many others to mention.

Current role: Marketing & eCommerce Manger, Telegram Co (retail sites NoteMaker.com.au &

TelegramOpenHouse.com).

Want to know more?

LinkedIn: https://au.linkedin.com/in/kimberlypalmerideasgal

The value of email marketing to our business?

2nd highest source of traffic AND revenue (just after organic)

2nd highest conversion rate (just a little behind paid search)

Lowest bounce rate & most pages per visit

Every time we send an email we make sales

Why is email marketing an online retailer’s bestie?

People religiously check their email

You own the list

You get to customise (and segment) your message

You are in more control than Google for once (well, mostly!)

You can do it a whole lot less than social and get a MUCH greater return

It SELLS … and the ROI is great.

Can email still be innovative?

Of course! In three ways:

1. Tech

2. Content

3. Use

1.Tech - Cool tools & getting more from existing

You’re in the perfect place to learn more...and there’s always more to learn!

Integration (your own systems, other marketing systems)

Custom messaging (by audience, by behaviour, by past purchases)

Automation (remarketing, RSS to email, welcome emails, abandoned cart, it’s been a while)

But...are you at a scale that your investment has a decent ROI

2. Content - Put in the thinking...and the work

Design: Make it look amazing

Remember your words

Be a little unexpected, esp for online

Take the opportunity to educate your audience (they want you to!)

Hint: It’s not just about discounting

3. Use - New ways, interesting ways, clever ways

Consider….

Engagement - You’re not JUST selling

Automation - What can you ‘set and forget’ (for a few months anyway)

How can it build your business beyond increased sales

Jetpens subject line: New Guide to White Inks, Clairefontaine Clothbound Notebooks, Pilot Refillable Whiteboard Markers, Free Baron Fig Notebook Offer, and More!

Don’t let new school tech get in the way of old school marketing

Tell a story

The value of time limited offers

Understand your audience...and respect your audience

Make it worth their while

Don’t let new school tech get in the way of old school marketing

Ask for referrals, sharing and forwards

Seek out partnerships

Track your results

Run a campaign, don’t just send an email

Break some rules

Long copy

Long subject lines

Frequency

One final thought...before you hit send

Proof.

Then proof again.

Then have someone else proof it.

Then check it one last time.

Thank you! Questions?

Kimberly Palmer, NoteMaker.com.au / Telegram Co.