WINNING IN EMAIL MARKETING

Annmarie Hanlon

Process of Email Marketing

1. Acquisition2. Conversion3. Retention and Loyalty4. Measure Success

Acquisition

• Via Website • Via Stores, Offices – any customer ‘touch points’• Via Facebook Pages

• Double opt-in• Check email addresses

http://www.glocksoft.com/email-verifier

Conversion

• Focus on one message only in newsletter• Try different content and layouts• Don't make me think! Give me the details!• HTML newsletter all pulled from website

Conversion: Creative and Content

• ‘From’ address• Short subject line, less than 50 characters• Factual not zany• Think about tone (brand values)

Conversion: Email Appearance

• Use email for offers and promotions • Headline in red• Include closing date, time limited• State the benefit at top• Test format in different email clients• http://www.emailonacid.com

Retention and Loyalty

• Personalisation and segmentation

• Useful, ‘How To’ info not just sales

• Time of day, day, week in month

Frequency of email• When you've got

something to say• Possibly no more than

every 2 months• Depends on the

audience

Measure Success

• If you get 30% to read your newsletter you're doing very well!

• Actions• Mail reports• Google analytics

Email Rules

1. Permission based marketing only2. Double opt-in to check3. Email must focus on a single, clear purpose4. One size doesn't fit all for newsletters, may need

to vary5. Try different content and different layouts to

increase conversions

Email Rules

6. Must be easy to read7. Use email service, such as mailchimp8. Mobile is a Big Issue – 16% (and growing) of

emails being read on mobiles, so are our messages suitable?

9. Grow email lists via Facebook10.Include easy to unsubscribe in email

Next Steps

• Verify lists• Agree key messages• Create schedule• Prepare content • Test content and formats• Start mailing

About Annmarie Hanlon

• Annmarie Hanlon is a professionally qualified eMarketing Consultant and the author of Quick Win Marketing and Quick Win Digital Marketing, books and iPhone Apps

• She completed a BA in French and Linguistics at the University of London in 1987 and the Chartered Institute of Marketing Diploma in 1991 for which she won the Worship Company of Marketors Award

• In 1997 she gained a Masters in Business Administration from the University of Leicester, followed by the Chartered Institute of Marketing's Professional eMarketing Award in 2003

Contact Annmarie

http://www.facebook.com/Evonomie @annmariehanlon @evonomie

annmariehanlon

annmariehanlon@evonomie.net

Tel: 01543 258522

WINNING IN EMAIL MARKETING

Annmarie Hanlon