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  • 1. They Can’t Read What They Don’t Open Strategies for Successful Email Marketing Gina Joseph, Social Media Community Manager @CisionNavigator Teresa Dankowski, Content Marketing Manager, @SeekOrShout
  • 2. 22 Webinar Hashtag #cision Follow Us!
  • 3. 33 How to participate today  During today’s web seminar, attendees will be in listen-only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • 4. Section DividerWhy Choose Email?
  • 5. 55 82% of consumers open emails from companies (Source: Litmus) 44% of email recipients made at least one purchase last year based on a promotional email (Source: Convince and Convert) 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week (Source: Blue Kangaroo Study)
  • 6. 66 For every $1 spent, $44.25 is the average return on email marketing investment (Source: Experian) 27% of consumers were more likely to say their favorite companies should invest in more email (Source: ExactTarget) Email is personal, cost-effective and drives results
  • 7. 77 “There’s an overwhelming consensus that email is still the quickest and most reliable tool for customer acquisition and engagement.” -Douglas Karr, CEO of DK New Media
  • 8. 88 Before you get started  Who is your audience?  What is your goal or call-to-action?  What types of content will help you reach this goal or help your audience heed your call-to-action?  How do you put it all together?  What types of results do you expect to see?
  • 9. Section DividerPreparing Your Campaign
  • 10. 1010 Know your audience  Who are you targeting? • What do they have in common? • What would they want to read?  Think of your existing contacts: from social, networking, etc. Remember: it’s better to have a few really influential people respond to your content than a large group who don’t even read it!
  • 11. 1111 The contact list Organically grow your list • Opt-ins: People you’ve met at events, through networking and on social media who are interested in your industry • Create great content for your website or blog • Engage and facilitate relationships via social media • Attend and/or host events
  • 12. 1212 The contact list Maintaining your list  Surveys: Consider sending an email survey to your existing contact list asking what they’d like to see in future emails  Re-engage those who may have fallen to the wayside  Get rid of bouncebacks
  • 13. 1313 Marketing automation tools  Behavior-based triggers – allows you to send targeted emails based on activities that a contact takes  Custom Segmentation – segment your audience based on specific info  Click tracking – Analyze click-through rates and open rates  Examples: Eloqua, Marketo, Hubspot and Silverpop
  • 14. 1414 Design Keep it simple. • You want your audience to easily find, read and understand your message • The actual email should be easy to navigate and look enticing (not too much text!) • Come up with branded templates that will work for each of your campaigns
  • 15. Section DividerExecuting Your Campaign
  • 16. 1616 Content needs to support call-to-action and goals
  • 17. 1717 Sticking to a content strategy  Content must be created or selected for a specific audience  Content must be seen as valuable by your audience  Pick content types or platforms that forward your business goals and engage your audience
  • 18. 1818
  • 19. 1919 The subject line  Be brief—50 characters or less  Say what’s in the email  Don’t trick the reader  Avoid spam filter words  Check it twice For more subject line tips, check out 10 Tips to Mastering the Subject Line on Cision Blog
  • 20. 2020 And now for the nitty-gritty  Establish a frequency  Pick a time of day to send your email  Pick a sender name for your email  Don’t forget to link your social profiles!  Make sure it’s designed for mobile
  • 21. 2121 Compliance and spam risks  Your email must comply with CAN-SPAM Act • Need to include a physical address • There must be an easy, conspicuous way to opt-out • You must honor unsubscribes within 10 days • From, To, Reply-To must accurately reflect brand/sender • Misleading subject lines are illegal  Use email client’s spam check tool  Be proactive
  • 22. Section DividerAnalysis & ROI
  • 23. 2323 “Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.” - H. James Harrington
  • 24. 2424 Importance of metrics  Do you know who or how many people are opening your emails? • Keep a regular schedule after every campaign to check open rates, click-through rates, and compare: are rates improving, slacking, or staying the same?  Are you tracking links? • Email automation tools should allow links to be tracked and will measure the clicks back to your content. • Or use URL builders to track links such as Bit.ly, Hootsuite, Goo.gl, etc.
  • 25. 2525 Adapting  A/B testing  Surveys  Creating nurture campaigns  Updating lists
  • 26. 2626 Upcoming webinars  Content Marketing for the PR Professional 2 p.m. Eastern Thursday, October 17  Measurement Trends with AMEC 10 a.m. Eastern Thursday, October 24  Bridging Social to Traditional PR *Guest Presenter: Kevin Saghy Chicago Cubs 2 p.m. Eastern Thursday, October 31