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Webinar, Sept 25, 2013

Email Marketing 101:
How to Make it Work?
Promodo at a Glance
Speakers

Anna Korolekh
Promodo

Dmitriy Makarov
Webinar main points
What is email marketing about? Why is it
beneficial?
How do you start doing email-marketing?
Types of ...
So what is so good about
email marketing?
Before you start, ask yourself:
What kind of issues do you want to solve with
email marketing?
Who is your target audience...
Email marketing allows you to:
Communicate with each customer directly and
personally
Remind your leads base of your brand...
SPAM?
Generic message to the huge list of addresses that were
not voluntarily given by their holders.
Recipient’s email ad...
We are smarter than that!
$1

$44

spend 83% more time onsite
63 % say e-mail marketing is the best
advertising tool
Most beneficial industries for EM:
Industry
Agriculture and
Food Services
Architecture and
Construction
Arts and Artists
B...
Email opens by day of week:
Some more statistics:
Niche
Engagement
Clothing and apparel
37%
Business media
34%
Hotel and tourism
31%
Other retail
30%
How do you start with email
marketing?
Segment your database:
• Constant, loyal customers
• Prospective customers
• Old or “dormant” customers
• Etc, etc, etc…
What do you send to each segment?
• New customers

•
•
•
•

• Constant, loyal customers

• Prospective customers

Thank yo...
Abandoned shopping cart issue
In 30 minutes - a gentle reminder that the purchase was not
completed , to clarify the reaso...
Abandoned shopping cart issue
Time, frequency and other pitfalls
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
When should I send my emails?
When should I send my emails?
How often should I send letters?
Kinds of letters and their delivery:
• Informational
• Transactional
• Promotional

• Triggered
• Regular
Regular informational letters:
•

Manual on correct exploitation
of the product, a selection of
interesting articles on th...
Regular informational letters:
Regular informational letters:

•

Regular messages always
require more manual work
Triggered messages:
•

Are generated in response to
any action of the user on the
website
Triggered transactional messages:
Triggered transactional messages:
Triggered transactional messages:
Triggered transactional messages:
Benefits of triggered messages:
• Stimulate repeated sales
• Reduce customer acquisition costs
• “Wake dormant” customers
...
Triggered messages examples:
Promotional messages examples:
Promotional messages examples:
Email marketing platforms
How to choose?

Provider
MailChimp
Unisender
Smartresponder

Price
$15.00
$5.00
free/$13.5
How to educate myself?
Subscribe to:
•
•
•
•
•
•
•

Uncommogoods
Sapato
PichShop
Mashable
Vine.com
Zappos
Marks&Spencer
21.3.11
21.3.11
21.3.11
21.3.11
21.3.11
21.3.11
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21.3.11
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Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick ...
Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo

e-mail: a.moseva@promodo.com
Skype: ann.moseva

...
Please follow
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
Email marketing 101: How to make it work
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Email marketing 101: How to make it work

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Check the video of the webinar here http://youtu.be/H9eqdmC9X6A

During the webinar you will hear tips on correct newsletter composition, best performing visual elements as well as recommendations on how to build smart marketing strategy, which will ultimately lead to online sales increase.

The main points of the upcoming webinar:

* How to start an email marketing campaign
* Email content composition best practices
* Email design and layout tips
* Real examples of best and worst email campaigns

Published in: Marketing, Business, Technology
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Transcript of "Email marketing 101: How to make it work"

  1. 1. Webinar, Sept 25, 2013 Email Marketing 101: How to Make it Work?
  2. 2. Promodo at a Glance
  3. 3. Speakers Anna Korolekh Promodo Dmitriy Makarov
  4. 4. Webinar main points What is email marketing about? Why is it beneficial? How do you start doing email-marketing? Types of messages, how and when to apply them correctly
  5. 5. So what is so good about email marketing?
  6. 6. Before you start, ask yourself: What kind of issues do you want to solve with email marketing? Who is your target audience? How well do you know for what purpose they come to your site? How can you help them? Do you plan to generate / increase your contacts database and how?
  7. 7. Email marketing allows you to: Communicate with each customer directly and personally Remind your leads base of your brand, keep them informed on all the news and updates Wake your “dormant” clients up, sell and upsell
  8. 8. SPAM? Generic message to the huge list of addresses that were not voluntarily given by their holders. Recipient’s email address is not in the To: or Cc: fields The letter that contains spam triggers in the body: pharmaceutical terms, overuse of the word “free”, overuse of caps lock, bold font text colouring etc.
  9. 9. We are smarter than that! $1 $44 spend 83% more time onsite 63 % say e-mail marketing is the best advertising tool
  10. 10. Most beneficial industries for EM: Industry Agriculture and Food Services Architecture and Construction Arts and Artists Beauty and Personal Care Business and Finance Computers and Electronics Construction Creative Services/Agency Daily Deals/ECoupons eCommerce Education and Training Open Click Abuse Unsub 45.4% 4.5% 0.058% 0.268% 43.8% 43.1% 5.2% 3.4% 0.038% 0.047% 0.222% 0.237% 32.7% 3.6% 0.068% 0.295% 32.6% 3.1% 0.041% 0.198% 32.4% 36.5% 2.7% 2.7% 0.041% 0.083% 0.202% 0.395% 41.9% 3.5% 0.045% 0.253% 19.3% 22.2% 1.9% 2.9% 0.019% 0.026% 0.086% 0.118% 36.1% 3.4% 0.036% 0.171%
  11. 11. Email opens by day of week:
  12. 12. Some more statistics: Niche Engagement Clothing and apparel 37% Business media 34% Hotel and tourism 31% Other retail 30%
  13. 13. How do you start with email marketing?
  14. 14. Segment your database: • Constant, loyal customers • Prospective customers • Old or “dormant” customers • Etc, etc, etc…
  15. 15. What do you send to each segment? • New customers • • • • • Constant, loyal customers • Prospective customers Thank you for your purchase Related products Site intro News, offers, contests for newbies • Thank you for staying with us • Loyal client bonuses, statuses, loyalty programs • Ask to share a review • Related products • Thank you subscribing • Survey, questionaire • Site intro, site’s range • Old or “dormant” customers • • • • Care and interest Ask for feedback Products related to previous purchase News since their last check in
  16. 16. Abandoned shopping cart issue In 30 minutes - a gentle reminder that the purchase was not completed , to clarify the reasons why it is not completed In 24 hours - remind that the store holds the selected product for the buyer In 2-4 days - we regret, the items left in the cart are no longer reserved
  17. 17. Abandoned shopping cart issue
  18. 18. Time, frequency and other pitfalls
  19. 19. Where do I take contacts?
  20. 20. Where do I take contacts?
  21. 21. Where do I take contacts?
  22. 22. Where do I take contacts?
  23. 23. Where do I take contacts?
  24. 24. Where do I take contacts?
  25. 25. Where do I take contacts?
  26. 26. Where do I take contacts?
  27. 27. Where do I take contacts?
  28. 28. When should I send my emails?
  29. 29. When should I send my emails?
  30. 30. How often should I send letters?
  31. 31. Kinds of letters and their delivery: • Informational • Transactional • Promotional • Triggered • Regular
  32. 32. Regular informational letters: • Manual on correct exploitation of the product, a selection of interesting articles on the topic, expert advice, an overview of useful services, books, and blogs.
  33. 33. Regular informational letters:
  34. 34. Regular informational letters: • Regular messages always require more manual work
  35. 35. Triggered messages: • Are generated in response to any action of the user on the website
  36. 36. Triggered transactional messages:
  37. 37. Triggered transactional messages:
  38. 38. Triggered transactional messages:
  39. 39. Triggered transactional messages:
  40. 40. Benefits of triggered messages: • Stimulate repeated sales • Reduce customer acquisition costs • “Wake dormant” customers • Allows you to reduce the abandoned shopping cart problem • Build loyal and trusting relationship with your subscribers • Save your time
  41. 41. Triggered messages examples:
  42. 42. Promotional messages examples:
  43. 43. Promotional messages examples:
  44. 44. Email marketing platforms
  45. 45. How to choose? Provider MailChimp Unisender Smartresponder Price $15.00 $5.00 free/$13.5
  46. 46. How to educate myself?
  47. 47. Subscribe to: • • • • • • • Uncommogoods Sapato PichShop Mashable Vine.com Zappos Marks&Spencer
  48. 48. 21.3.11
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  55. 55. 21.3.11
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  60. 60. 21.3.11
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  65. 65. 21.3.11
  66. 66. 21.3.11
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  69. 69. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; Quick SEO audit and review of existing analytics; Audit of PPC campaigns; Technical audit; Best practices of conversion rate optimization; General online marketing strategy insights. Free online marketing audit
  70. 70. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva Dmitriy Makarov Designer at Promodo e-mail: d.makarov@promodo.ru Skype: aka_makar
  71. 71. Please follow Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo
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