The Anatomy of a Successful

Email Marketing Campaign

Nathan

Teplow

And How it Fits Into Your Overall Marketing

Strategy

Today’s Agenda

Why Email Marketing

Keys to Effective Campaigns

Group Workshop

Group Discussion

5 Misconceptions About Email Marketing

Questions

Why Email Marketing?

Why Email Marketing?

Hyper-targeted

Personalized

Measurable

Quick results

Reach contacts on-the-go

Triggerable

Statistics

73% of marketers agree email marketing is core

to their business

20% of marketers say that their primary revenue

source is directly linked to email operations

69.7% of US Internet users prefer to

communicate with businesses using email

Keys to Successful Campaign

Keys to Successful Email

Campaigns

Operational Content

Operational

Keys Effective

segmentation

Responsive template

design

72% of all US adults send or

receive personal emails via

their smartphone at least

weekly

Operational

Keys Effective

segmentation

Responsive template

design

No colored

background

Avoid spam triggers

“Free”, “Deal”, “Offer”,

shortened links

Establish tracking

metrics before

Content Keys Always deliver value

Be authentic

Test, test & test

Short subject lines

Get to the point

Workshop

Anatomy of an Effective Email

Campaign

1. Define goals and metrics

2. Determine your segments

3. Map out your email touches

4. Draft your emails

5. Setup & test

6. Track, report & re-visit

Workshop Instructions

Design an email program to help solve the problem you’ve been assigned. The program should consist of an overview of your strategy, example email (with content, subject line, sender name), segmentation strategy, tracking mechanisms and any other info that you feel is important.

Think about what other touch points or marketing strategies you may be able to complement your campaign

30 minutes to design program

10 minutes for each team to present

Group 1 – Customer Acquisition

You’re on the marketing team for a company that

sells marketing automation software.

(Let’s call them Hubketoqua).

You have a list of names and email addresses of

5,000 people who are subscribed to your blog.

Design an email program over the course of 3

months to convert these contacts to leads, MQLs

and eventually customers.

Group 2 – Upsell Campaign

You’re on the marketing team for a company that

sells marketing automation software.

(Let’s call them MarkeloSpot).

You realize that only 20% of your customers are

using the premium level of your software, which

gives them increased reporting capabilities and

more advanced automation, but costs an extra

$1,000 per month.

Design an email program over the course of 3

months to help drive a greater adoption of this

premium level.

Group 3 – Customer SuccessYou’re on the marketing team for a company that sells

marketing automation software.

(Let’s call them EloHubketo).

You have a brand new interface for building workflows

that is being launched to all customers in 3 months.

This update also requires your customers to go back

and edit some of their previous workflows.

Design an email campaign leading up to the go-live

date that ensures all customers know of this change,

are prepared to use the new interface to continue

building workflows and that they make all necessary

changes to affected workflows.

5 Misconceptions About Email

Marketing

Misconception #1

More Opens = More Clicks

Opens: 460 (27.1%)

Clicks: 64 (3.8%)

Clicks/open: 13.9%

Opens: 412 (24.3%)

Clicks: 80 (4.7%)

Clicks/open: 19.4%

Misconception #2

Need pretty images

Misconception #3

Need to use marketing-speak

Misconception #4

Avoid unsubscribes at all costs

Misconception #5

You need to do a newsletter

Questions & Thank You!

Nathan Teplow

nteplow@gmail.com

617-872-3348

@nteplow