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
– Seg...
Definition of Email Marketing

Email marketing is directly marketing a
commercial message to a group of people
using email...
Why is Email Marketing so Important?
• Consumers search for deals online
– 44% Email
– 43% Company website
– 6% Search Eng...
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
• Id...
Email Goals
• What is your Email Goal?
– Property Exposure
– Website Traffic
– Maintain Client Relationship
– Enhance Lead...
Segment Target Audience
• Go deeper than just Age, Gender, and Education
• Identify: Renters, Buyers, and Sellers

• Conte...
Layout
• Execution is Key
– Subject Line
– Content
– Call to Action
– Day and Time to send
– From Line
– Social Share Link...
A/B Testing

www.smashingmagazine.com
Reporting
• Common Metrics
– Opens Rate
– Click-Through
– Conversions
– Share to Social
– Forward to Friends
– Bounce Rate...
Questions
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Emailmarketing2.1

  1. 1. HOW TO CREATE AN EFFECTIVE EMAIL NEWSLETTER CAMPAIGN Andrew Kennedy
  2. 2. Overview • Email Marketing – Definition of Email Marketing – Why is Email Marketing Important – CAN-SPAM ACT – Goals – Segmentation – Layout – Testing – Reporting
  3. 3. Definition of Email Marketing Email marketing is directly marketing a commercial message to a group of people using email. Direct Marketing Association
  4. 4. 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
  5. 5. Why is Email Marketing so Important? Monetate EQ2013
  6. 6. 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
  7. 7. Email Goals • What is your Email Goal? – Property Exposure – Website Traffic – Maintain Client Relationship – Enhance Lead Generation – Brand as "Expert"
  8. 8. Segment Target Audience • Go deeper than just Age, Gender, and Education • Identify: Renters, Buyers, and Sellers • Content – Foreclosures – New Construction – Investor Information – Market Trends
  9. 9. Layout • Execution is Key – Subject Line – Content – Call to Action – Day and Time to send – From Line – Social Share Links www.constantcontact.com
  10. 10. A/B Testing www.smashingmagazine.com
  11. 11. Reporting • Common Metrics – Opens Rate – Click-Through – Conversions – Share to Social – Forward to Friends – Bounce Rate – Spam Complaints – Junk www.constantcontact.com
  12. 12. Questions

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