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Emailmarketing2.1 Emailmarketing2.1 Presentation Transcript

  • HOW TO CREATE AN EFFECTIVE EMAIL NEWSLETTER CAMPAIGN Andrew Kennedy
  • Overview • Email Marketing – Definition of Email Marketing – Why is Email Marketing Important – CAN-SPAM ACT – Goals – Segmentation – Layout – Testing – Reporting
  • Definition of Email Marketing Email marketing is directly marketing a commercial message to a group of people using email. Direct Marketing Association
  • Why is Email Marketing so Important? • Consumers search for deals online – 44% Email – 43% Company website – 6% Search Engine – 4% Facebook • Cost Effective – ROI $40 for $1 https://litmus.com/blog/email-preferred-more-clicks-conversions-roi
  • Why is Email Marketing so Important? Monetate EQ2013
  • Highlights of the CAN-SPAM Act • Don’t use False or misleading header information • Don’t use deceptive subject lines • Identify the message as an ad • Tell recipients where your are located • Tell recipients how to opt out of receiving future email from you • Honor opt-out request promptly • Monitor what others are doing on your behalf http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
  • Email Goals • What is your Email Goal? – Property Exposure – Website Traffic – Maintain Client Relationship – Enhance Lead Generation – Brand as "Expert"
  • Segment Target Audience • Go deeper than just Age, Gender, and Education • Identify: Renters, Buyers, and Sellers • Content – Foreclosures – New Construction – Investor Information – Market Trends
  • Layout • Execution is Key – Subject Line – Content – Call to Action – Day and Time to send – From Line – Social Share Links www.constantcontact.com
  • A/B Testing www.smashingmagazine.com
  • Reporting • Common Metrics – Opens Rate – Click-Through – Conversions – Share to Social – Forward to Friends – Bounce Rate – Spam Complaints – Junk www.constantcontact.com
  • Questions