HOW TO RUN AN EFFECTIVE EMAIL
MARKETING CAMPAIGN
Yen Le
February 11, 2014
AGENDA




The importance of email marketing – a look at the numbers
Why your emails are not getting noticed
How to mak...
EMAIL IS A POWERFUL MARKETING TOOL






94% of Americans check their email regularly
58% of adult Americans check ema...
YOUR EMAILS ARE NOT GETTING NOTICED!
1.
2.
3.

Consumers are more empowered
Higher expectations for email quality
Can easi...
FOCUS ON ENGAGEMENT BECAUSE IT
MATTERS
Email providers analyze the open & click through
rates of emails – eventually will ...
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
SEND EMAILS TO CUSTOMERS THAT WANT
THEM

Send a
welcome optin email

Set
expectations
during opt-in

Make it easy
for user...
AND SEND EMAILS WHEN THEY EXPECT THEM


Keep your newsletter or drip
campaign consistent
 Same days and time of day
 Fr...
BEST TIMES TO SEND EMAILS






Early bird – 58% of adult Americans
check email first thing in the morning
Time they op...
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
SEGMENT YOUR LISTS WHEN YOU CAN
Target Type

Open Rate

Click-Through
Rate

Conversion
Rate

Untargeted
broadcast emails

...
HOW SHOULD YOU GATHER INFORMATION?




When users sign up, keep web forms short
Once customers subscribe, invite them t...
USE THE INFORMATION TO INCREASE
ENGAGEMENT








Send event-triggered campaigns
Create different email tracks/drip c...
GET PEOPLE READING YOUR EMAILS
Emails that
engage

Content
customers
want to read

Catchy subject
lines

Design that
draws...
DESIGN WITH MOBILE IN MIND





41% of commercial
emails are opened on
mobile devices
58% of marketers are
not designing...
THE RELEVANCE OF YOUR
EMAIL/ENGAGEMENT LEVELS CAN BE TESTED







Start simple: Test headers and subject lines
Test ...
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
IT’S IMPORTANT TO BE ABLE TO TWEAK
CAMPAIGNS








Add new/change content when necessary
Schedule content to activat...
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
KEEP MESSAGES CONSISTENT THROUGHOUT
ALL CHANNELS

Goal is to
create or
continue a
conversation
on email

T: 617.266.9166
w...
USE OTHER CHANNELS TO LISTEN TO YOUR
CUSTOMERS

Social
Media

Email
Marketing

T: 617.266.9166
www.bostonlogic.com
WHAT IS AN ENGAGING EMAIL?

Trustworthy
Consistent
Relevant
Strategic
Conversational

T: 617.266.9166
www.bostonlogic.com
USE DATA TO COME UP WITH A BETTER
STRATEGY









Marketing automation helps you personalize and target your
market...
Questions?

T: 617.266.9166
www.bostonlogic.com
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LogicClassroom: Email marketing

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In our latest LogicClassroom, we focused on how to create and maintain conversations through email marketing.

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  • Ways to get subscribers: sidebars, footers, and headers; webinar registrations; ebooks; tradeshows; social media
  • What does the user click on in your email?What did they do while on your site?Drip campaigns make conversations scalable
  • Event may be downloading and eBook
  • Break the rules:Experiment with fake FWD: and Re: Use the word FreeWrite a longer subject line
  • Use social media to grow your email listUse email to grow your social media followersUse email to extend your reach and get message through social channels
  • Sent, Open, Bounce and Click numbers are important, but don’t tell you the whole story
  • LogicClassroom: Email marketing

    1. 1. HOW TO RUN AN EFFECTIVE EMAIL MARKETING CAMPAIGN Yen Le February 11, 2014
    2. 2. AGENDA    The importance of email marketing – a look at the numbers Why your emails are not getting noticed How to make your emails more engaging  Trust  Relevance  Conversational  Consistency  Strategy T: 617.266.9166 www.bostonlogic.com
    3. 3. EMAIL IS A POWERFUL MARKETING TOOL     94% of Americans check their email regularly 58% of adult Americans check email first thing in the morning 77% of consumers prefer to receive permission-based marketing communications through email $1 spent on email = return of $40.56. By comparison, $1 spent on SEO = return of $22.44 T: 617.266.9166 www.bostonlogic.com
    4. 4. YOUR EMAILS ARE NOT GETTING NOTICED! 1. 2. 3. Consumers are more empowered Higher expectations for email quality Can easily opt-out of emails T: 617.266.9166 www.bostonlogic.com
    5. 5. FOCUS ON ENGAGEMENT BECAUSE IT MATTERS Email providers analyze the open & click through rates of emails – eventually will go to spam folder if not engaging Avg. Open Rates: 1015% Avg. Click Rates: 2.15% Avg. Click to Open Rates: 11-15% Avg. Unsubscribe: 0.11-0.2% T: 617.266.9166 www.bostonlogic.com
    6. 6. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    7. 7. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    8. 8. SEND EMAILS TO CUSTOMERS THAT WANT THEM Send a welcome optin email Set expectations during opt-in Make it easy for users to opt-out or opt-down Maintain a quality list Identify inactive users and remove them T: 617.266.9166 www.bostonlogic.com
    9. 9. AND SEND EMAILS WHEN THEY EXPECT THEM  Keep your newsletter or drip campaign consistent  Same days and time of day  Frequency  Types of content (and tone)  Branding – same format for emails  Naming  Subject line tone T: 617.266.9166 www.bostonlogic.com
    10. 10. BEST TIMES TO SEND EMAILS    Early bird – 58% of adult Americans check email first thing in the morning Time they opt-in – Capture time users sign up for your list and send emails to them at that time Send emails by time zone T: 617.266.9166 www.bostonlogic.com
    11. 11. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    12. 12. SEGMENT YOUR LISTS WHEN YOU CAN Target Type Open Rate Click-Through Rate Conversion Rate Untargeted broadcast emails 20% 9.5% 1.1% Triggered from user actions 27% 9.3% 2.3% Targeted with web click data 33% 14% 3.9% T: 617.266.9166 www.bostonlogic.com
    13. 13. HOW SHOULD YOU GATHER INFORMATION?    When users sign up, keep web forms short Once customers subscribe, invite them to a preference center Pay attention to click paths and transactions – make inferences about their demographics  Actions speak louder than words T: 617.266.9166 www.bostonlogic.com
    14. 14. USE THE INFORMATION TO INCREASE ENGAGEMENT     Send event-triggered campaigns Create different email tracks/drip campaigns to respond to each event (Ex: Social media eBook signup) Target new campaigns based on how your leads have reacted to prior campaigns Can be as basic as checking open and click-through-rate  Re-mail/retarget emails to those who haven’t opened T: 617.266.9166 www.bostonlogic.com
    15. 15. GET PEOPLE READING YOUR EMAILS Emails that engage Content customers want to read Catchy subject lines Design that draws the eye Solve their problem Original Educate Keep it to 600 pixels wide Save them money Repurposed (blog posts) Ask a question Responsive to mobile Make them smarter Trends in the industry Announce a new product Buttons & images Entertain User generated (testimonials) Offers a solution to a problem Include plain text version T: 617.266.9166 www.bostonlogic.com
    16. 16. DESIGN WITH MOBILE IN MIND   41% of commercial emails are opened on mobile devices 58% of marketers are not designing for mobile phones T: 617.266.9166 www.bostonlogic.com
    17. 17. THE RELEVANCE OF YOUR EMAIL/ENGAGEMENT LEVELS CAN BE TESTED      Start simple: Test headers and subject lines Test one element at a time Control for day and time of day campaign is sent Keep a log of all tests Small changes can be significant! T: 617.266.9166 www.bostonlogic.com
    18. 18. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    19. 19. IT’S IMPORTANT TO BE ABLE TO TWEAK CAMPAIGNS     Add new/change content when necessary Schedule content to activate or deactivate when it is no longer relevant Automatically limit frequency – don’t want to overwhelm your customers Don’t send duplicate content (if someone already downloaded an eBook, don’t send them the invitation again) T: 617.266.9166 www.bostonlogic.com
    20. 20. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    21. 21. KEEP MESSAGES CONSISTENT THROUGHOUT ALL CHANNELS Goal is to create or continue a conversation on email T: 617.266.9166 www.bostonlogic.com
    22. 22. USE OTHER CHANNELS TO LISTEN TO YOUR CUSTOMERS Social Media Email Marketing T: 617.266.9166 www.bostonlogic.com
    23. 23. WHAT IS AN ENGAGING EMAIL? Trustworthy Consistent Relevant Strategic Conversational T: 617.266.9166 www.bostonlogic.com
    24. 24. USE DATA TO COME UP WITH A BETTER STRATEGY      Marketing automation helps you personalize and target your marketing Increase efficiency by streamlining your marketing processes and improving your relationships with clients Segment your lists and send personalized messages Run coordinated multi-channel campaigns Get a deeper understanding of what’s working and what’s not T: 617.266.9166 www.bostonlogic.com
    25. 25. Questions? T: 617.266.9166 www.bostonlogic.com

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