Email Marketing: From Inbox to In-Store Sales

7,776
-1

Published on

Email marketing is proven to be one of the highest returns on investment a business owner or marketer can make today. On average, for every dollar invested in email marketing, the return is over $44.

However, there are differences between sending an email and sending a great email!

This SlideShare presentation covers:
- Subject line strategies that will get your email read
- 15 checkpoints to look for before you hit "Send"
- Ways to grow your email list
- The importance of your email copy and email design
- The characteristics of a successful email marketing campaign

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
7,776
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
19
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Email Marketing: From Inbox to In-Store Sales

  1. 1. Email Marketing From Inbox to In-Store Sales
  2. 2. From Inbox to In-Store Sales < Webinar Outline Click to edit Master title stylePresentation Outline  The evolution of email  Different types of email marketing  Making your emails mobile-friendly  The 5 P’s effective body copy  Understanding analytics  Drive in-store sales Enter your email address into the chat box if you would like a free checklist of things you should check for before hitting “Send”
  3. 3. The Evolution of Email
  4. 4. From Inbox to In-Store Sales < The Evolution of Email A Brief History A recent KcKinsey survey shows that email is the most effective and easiest form of marketing 1971 •First email sent by computer engineer Ray Tomlinson when his company was hired by the U.S. Defense Dept. to build the first Internet 1978 •Gary Thuerk (the father of spam), sends out the first unsolicited mass email 1997 •Microsoft purchases Hotmail for approximately $400 million 2003 •Email marketing regulation begins with the CAN-SPAM law 2014 •There are 1.9 billion email users worldwide
  5. 5. From Inbox to In-Store Sales < The Evolution of Email Statistics  95% of online shoppers use email  60% of marketers say that email produces ROI for their business  For every $1 spent on email marketing, $44.25 is returned
  6. 6. From Inbox to In-Store Sales < The Evolution of Email Statistics  58% of American adults have a smartphone  65% of all email is opened first on a mobile device  74% of smartphone-related purchases were completed in-store
  7. 7. From Inbox to In-Store Sales < The Evolution of Email The Great Email Debate Cost-Effective Many email programs provide subscribers with free design templates Time-Sensitive You can send your emails and they will be in your customers’ inboxes within minutes Analytics + Insights Email marketing software allows you to easily track which emails were received and opened Junk Mail With email, you run the risk of being lumped into the spam category 78% of emails are spam (which equals 94 million messages every day) Erosion of Your Customer Base It is possible to annoy your customers and lose your base PROS CONS
  8. 8. Different Types of Email Marketing
  9. 9. From Inbox to In-Store Sales < Different Types of Email Marketing Informative Newsletters are a way of keeping customers informed on news and happenings in your store Promotional emails are used to alert customers to upcoming sales and specials Catalog emails highlight a specific product or service (the body of the email should focus on one item)
  10. 10. From Inbox to In-Store Sales < Different Types of Email Marketing Helpful Invitation emails invite your customers to special event (send in the days/weeks leading up to the event) Survey emails provide you with insights into the needs, wants and habits of your customers Transactional emails are sent after a purchase is made to confirm the transaction and say “thank you for your business”
  11. 11. From Inbox to In-Store Sales < Different Types of Email Marketing Nurturing Prospective Customers  Should be designed to keep your business top-of-mind  Send lead nurturing emails out on a regular basis, or until the customer converts to a paying one
  12. 12. The 5 P’s of Effective Body Copy
  13. 13. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy 1. Promise  Think of something your customer wants and promise it to them  Your readers should be excited to receive your email  Have a clear call-to-action  Keep your promise
  14. 14. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy 2. Personalize  Your email should always be relevant  Include dynamic fields, adjust delivery and change messaging based on your audience to increase click-throughs  Let the personality of your business shine through, too!
  15. 15. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy 3. Picture  Create a vivid mental image for your readers  Can be done with specific details, examples or images  Use a clean layout so your image is front and center  Keep your body copy simple and short (write for “scannability”)
  16. 16. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy 4. Proof  Explain how your product/service works  Describe results (case studies, before/after and stats)  Include links to your website and social media profiles to build credibility
  17. 17. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy 5. Push  Ask for the sale  Provide specific steps for the reader to take  Including a clear call-to-action is critical
  18. 18. Understanding Analytics
  19. 19. From Inbox to In-Store Sales < Understanding Analytics Data Points You Should Track LIST GROWTH How fast your list is growing  Natural churn rate is 25%  Should always be collecting email addresses DELIVERED Emails that reached destination ÷ total emails sent  Average: 96%  Make sure your list is healthy
  20. 20. From Inbox to In-Store Sales < Understanding Analytics Data Points You Should Track HARD BOUNCE Messages that are permanently rejected (invalid email) SOFT BOUNCE Messages that are temporarily rejected (i.e.: out of office)  Top performers are < 2.0%  Check for typos  Monitor by domain  Hard bounces should be automatically removed
  21. 21. From Inbox to In-Store Sales < Understanding Analytics Data Points You Should Track OPENS The number of people who viewed your email  Top performers are in the 16-20% range  A well-focused and targeted list will have a better open rate  Include a From name so recipients recognize the sender  Create an effective subject line (will be by trial and error) CLICK-THROUGH RATE When a subscriber clicks on a link, button or image  Top performers are in the 5.1 – 10% range  Have a clear call-to-action and include multiple links  Create scarcity or sense of urgency
  22. 22. From Inbox to In-Store Sales < Understanding Analytics Data Points You Should Track UNSUBSCRIBE The number of subscribers who opt-out  Top performers are < 0.10%  Always include a link in your footer MARKED-AS-SPAM Subscribers who reported your email as spam  Ideal: zero
  23. 23. From Inbox to In-Store Sales < Understanding Analytics Data Points You Should Track CONVERSION RATE Tied to specific actions (such as sign-up or purchase)  May need to integrate systems to monitor FORWARD/SHARE RATE Subscribers who forwarded your email to a friend or shared it on social media  Strong indicator of the quality of your content  Important to build these links in so subscribers can easily share
  24. 24. From Inbox to In-Store Sales < Understanding Analytics Easy Ways to Improve Your Data  Regularly clean your email list  Improve the content of your email  Enhance the body copy  Change the design
  25. 25. From Inbox to In-Store Sales < Understanding Analytics  Data should dictate your strategy and using real-time metrics will help you be more precise  By using real-time metrics, you can tweak the campaign as it is in progress  Quickly identify potential delivery problems or performance issues – and fix the problem fast! Real-Time Metrics
  26. 26. From Inbox to In-Store Sales < Understanding Analytics Mobile Metrics  Ensure your emails are platform-agnostic  Don’t forget about desktop and webmail clients (even for mobile readers)  Experts predict mobile will only continue to grow
  27. 27. Drive In-Store Sales
  28. 28. From Inbox to In-Store Sales < Drive In-Store Sales Send Personalized Emails  Makes each subscriber feel special and keeps your content fresh and useful  Use dynamic tags (first name, industry, etc.)  If you use a CRM system, you can include behavior/activity (i.e.: make recommendations based on past purchases)
  29. 29. From Inbox to In-Store Sales < Drive In-Store Sales Business Branding Display your logo prominently so that customers know immediately who the message is coming from Logo is the first thing you seen when you open the email
  30. 30. From Inbox to In-Store Sales < Drive In-Store Sales Announce Sales Online Should Have a Clear Expiration Date
  31. 31. From Inbox to In-Store Sales < Drive In-Store Sales Empower Your Subscribers Make It Easy for Them to Take Action  Link to your website and social pages  Include your local phone number (with local area code – no 800 numbers)  Provide your business’s address
  32. 32. From Inbox to In-Store Sales < Drive In-Store Sales Simple Social Sharing Make it easy for your customers to connect with you social media Social media buttons are placed in the header
  33. 33. From Inbox to In-Store Sales < Drive In-Store Sales Perfect Your Subject Lines GOAL: avoid the spam filter and be opened by customer  Make it local  Be concise  Create a sense of urgency  Keep it short  Try different times/days WORDS TO AVOID Free Help Buy now Cash Percent off Click here Call now Subscribe Credit Earn $ Discount Donate Eliminate Debt Double your income You're a Winner! Amazing Opportunity Reminder
  34. 34. From Inbox to In-Store Sales < Drive In-Store Sales Host an Online Contest  Contests are popular online and often go viral on social media  Announce the winner online, but have an in-store prize  Those who didn’t win may be curious enough to visit your store
  35. 35. From Inbox to In-Store Sales < Drive In-Store Sales Printable + Mobile Coupons That Must Be Redeemed In-Store
  36. 36. From Inbox to In-Store Sales < Drive In-Store Sales Write for Scannability  1 idea per paragraph  Emphasize key offers and messages in bold, italics or underline  Use bulleted lists  Images can help you call attention to important details
  37. 37. From Inbox to In-Store Sales < Drive In-Store Sales Use a Proven Email Layout That is Mobile-Friendly (of course!)
  38. 38. From Inbox to In-Store Sales < Drive In-Store Sales Grow Your Email List  Collect email addresses at your register  Create a loyalty program where customers provide you with their email for perks, specials and invitations  Add an email sign-up call-to-action as a custom tab on your Facebook page
  39. 39. From Inbox to In-Store Sales < Drive In-Store Sales Grow Your Email List  Use your Google+ account to promote email signups for offers  Below the signature line on credit card receipts, include a line for your customers to write in their email address  Include a newsletter sign up link in the bottom of your emails
  40. 40. Additional Resources
  41. 41. Synch Your Email Campaigns with Local Online Marketing  Email  Search  Social  Mobile  Advertising  Website  PR  Lead Gen Learn more about our simple, effective and affordable solutions Ph: (646) 545-3400 or gethelp@localvox.com
  42. 42. From Inbox to In-Store Sales < Additional Resources Optimizing Your Directory Listings is Essential See exactly how you’re listed on 40+ major online directories at localvox.com/free-report Learn How To Make Your Website Great > Get Started Building a Great Website To Be Discovered by New Customers
  43. 43. From Inbox to In-Store Sales < Additional Resources Top 4 SEO Tools, #1 Local SEO Tool How local business owners can take on Amazon Top 10 Hottest NYC Startups Top 5 SEO Tool for Local Businesses Top Social Media Tool An Award-Winning Platform
  44. 44. From Inbox to In-Store Sales < Additional Resources More Local Marketing Resources eBooks DOWNLOAD localvox.com/resources Blog SUBSCRIBE localvox.com/blog
  45. 45. Questions? Enter your email address into the chat box if you would like a free checklist of things you should check for before hitting “Send”

×