In this webinar, you will learn the process of increasing your ROI from your email marketing program. From this presentation, you will be able to refine email best practices, determine if your organization needs email marketing automation and how to measure your efforts to prove revenue.

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Getting More Revenue from Email Marketing
August 28th, 2019
Anvil Media
Mike Terry
Vice President
@AnvilMedia
@PDXAdman

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About Me
2

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Agenda
—Importance of Email
—How to Build Your Email List
—Email List Best Practices
—Anatomy of an Email
—Best Days & Times to Email
—Email Examples
—Marketing Automation
3

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Importance of Email
4
— For every $1 you spend, expect $44 in return
— 99% of consumers check their email every day
— 59% of shoppers say email influences purchases
— US marketers will spend $350 million on email in 2019

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If you don’t measure it you can’t manage it
5

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How to Build Your Email List
— Create amazing content: If you want people to stay subscribed and forward your email to their network you
need to be informative and entertaining.
— Make subscribing to your email list easy: Add is to all your online channels to drive subscribers.
— Encourage subscribers to share and forward your emails: Include social sharing buttons and ‘email a friend’
button in your marketing emails.
— Add a link to your employees’ signature: Hyperlinked email signatures can lead people to a landing page where
they can opt-in to your email list.
6

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How to Build Your Email List
— Create a new lead generation offer: Develop a free eBook or whitepaper and host it on a landing page asking
for email address to download content.
— Add a CTA to the top of your Facebook business page: Link to a landing page that requires an email address for
access to unique content
— Link to offers across your website that will capture email sign-ups: Make subscribing to your newsletter and
other valuable content easy with clear CTA
— Your email list will naturally degrade approximately 22.5% each year
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Email List Best Practices
— Segment your email list by persona, demographics, behavior, buying frequency, where they signed up
— Segmenting can increase revenue generated by 50%
— 42% of marketers DO NOT send targeted email messages
— Personalize all emails
— Remove unsubscribers
— Include your physical location in your email signature
— Don’t buy or rent emails
8

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Why was your email marked as SPAM?
9

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— All subscribers are opted in
— Subscribers have elected to receive each email campaigns we send
— Subscribers are aware of email cadence
— Subscribers are segmented by email activity status
— Email from field matches brand name
— Run split tests
— Monitor deliverability on a consistent basis
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Pre-send Checklist

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— Subject lines quickly and clearly describe the message and calls to action inside
— Include shareable elements (social media tags, email archives, and forward requests)
— Calls to action per email are limited to 1-3, and labeled as primary, secondary and (as needed) tertiary
— Send test messages within the org
— Optimize send times down to segment, or (best option) to subscriber
11
Pre-send Checklist

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— Subscribers are segmented by website behavioral data (purchases, downloads, clicks, views, etc.)
— Subscriber segments can change dynamically when they do (or don’t) take certain actions
— Campaigns automate off triggers that send customized messages
— Emails use dynamic content like swappable content modules (product offers, coupons, refer a friend)
12
Pre-send Checklist

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It Pays to Personalize
Even a modest 2% lift in revenue-per-subscriber delivers astronomical ROI when personalization-driven subscriber
retention is factored in.
13
Year 1 Year 2 Year 3
Return on
Investment
205% 700% 1284%
* Data courtesy of Jen Capstraw, Iterable – Digital Summit Portland 2019

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Best Day and Time to Email

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4 Types of Marketing Emails
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1. Newsletter: Regular news sent weekly, monthly, quarterly
2. Lead nurturing: Email drip campaign – series that leads to a CTA
3. Informational: Upcoming event, new content, product announcement
4. Transactional: Items or services for sale

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Email Marketing Program Example

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Newsletter Examples
21

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The best B2C newsletters create visual real estate to indicate primary messaging areas vs. secondary

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Primary SocialFeatured Products

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Trouva Example
 24 total links:
 7 text links
 12 image links
 2 button links
 19 unique links
 2 CTAs
 +2 scroll depth
 145 Word Count

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Trouva Example
 24 total links:
 7 text links
 12 image links
 2 button links
 19 unique links
 2 CTAs
 +2 scroll depth
 145 Word Count
Lion Brand WS Example
 39 total links:
 26 text links
 15 image links
 0 button links
 25 unique links
 0 CTAs
 3+ scroll depth
 330 Word Count

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Lead Nurturing Email
Use email links to start + continue the user journey, but not complete it
WEBSITE
BOOKSIGNING
EVENT LP
EMAIL
CTA:
LEARN
MORE
Video
View
Event
RSVP click
Book
purchase
Email landing pages provide
a great way to gather up
customers interested in
specific things, and to
measure them on your site!

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Use email links to start + continue the user journey, but not complete it
WEBSITE
BOOKSIGNING
EVENT LP
EMAIL
CTA:
LEARN
MORE
Video
view
Event
RSVP click
Book
purchase
User A
They also are a great way to
provide choices further
down the funnel, when
users are more likely to
convert
Lead Nurturing Email

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Use email links to start + continue the user journey, but not complete it
WEBSITE
BOOKSIGNING
EVENT LP
EMAIL
CTA:
LEARN
MORE
Video
view
Event
RSVP click
Book
purchase
They also are a great way to
provide choices further
down the funnel, when
users are more likely to
convert
User B
Lead Nurturing Email

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Use images for impact, but don't rely on
them for too much content
Avoid any text in images, as Google and other
engines can’t index the product keywords
Informational/Transactional Email

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Transactional Email Case Study – Taco Bell
— No lever drove email opens and sales better
than offers in the subject line, with direct
button CTAs to email landing pages
— Email ecomm conversion rates went from <1%
to 4% when offers were included
— After much testing, it didn’t matter what the
offer was, but the mere presence of one, that
drove increased engagement and conversions
— True fans of brands had a much higher level of
trust; as a result, they are more willing to be
marketed to with deals
30
Seeing themselves as much a lifestyle brand as a food company, Taco Bell had challenges growing direct
ecommerce sales from their email channel while not disturbing brick and mortar revenue; after two years of
testing and strategy, we learned: SUBECT:
We’ve got two big surprises for you:
20% of your order and …
5% conv. rate
SUBECT:
Take a Break for Cyber Monday
%1 conv. rate

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— Exclusive non-monetary perks (another kind of deal)
— Send select shoppers a “sneak peek” of new arrivals
— Let fans vote on products releases/colorways (this can happen directly in the email)
— Loyalty gifts
— Increased personalization
— Products tied to their segment, and eventually browsing and purchase behavioral data
— More consistent follow ups
— Avoid “one-and-done” special announcements, as active users can easily miss them
How to Improve Conversions Without Discounts

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Measurement
32

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Email Metrics to Measure
33
1. Clickthrough Rate (CTR): Formula (# of users who clicked a link / # of email opens x 100)
2. Conversion Rate: Formula (# of people who took a desired action / # of emails opened)
3. Bounce Rate: 1 – (# of emails delivered / # of emails sent
4. List Growth Rate: (# of subscribers) – (# of unsubscribers + email/spam complaints) / total # of email addresses
on your list) x 100
5. Email Sharing/Forwarding Rate: (# of people who click share/forward links) / (# of email opens)
6. ROI: ($ in additional sales made) – ($ invested in the campaign) / ($ invested in the campaign) x 100

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A/B Testing
34
Once you have 1,000 subscribers you can begin
A/B testing. A/B testing simply means sending two
slightly different emails to your subscribers to see
which one gains more engagement.
* Email Marketing Ebook Hubspot

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Recommended Marketing Automation
35
— SharpSpring - https://sharpspring.com/
— HupSpot - https://www.hubspot.com/
— Constant Contact - https://www.constantcontact.com/index.jsp

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3 Issues with Marketing Automation
36
1. Currently incapable of delivering truly personal experiences
2. Automations require a lot of continued thought and maintenance to improve
3. Even the best version rely on best guesses and building static, predetermined paths

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Enterprise Platform Considerations
37

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Platform Considerations
38
It’s important enterprise organizations work with a marketing automation
partner that can scale with it, meet any data-centric messaging needs, and
be cost competitive. IBM Watson Marketing Cloud

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Platform Considerations
39
It’s important enterprise organizations work with a marketing automation
partner that can scale with it, meet any data-centric messaging needs, and
be cost competitive. Salesforce Marketing Cloud

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Platform Considerations
40
It’s important enterprise organizations work with a marketing automation
partner that can scale with it, meet any data-centric messaging needs, and
be cost competitive. Oracle Marketing Cloud

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Webinar Topic
Voice Search: Owning the best answer via organic and
paid opportunities + skills
41 41
Presented by Anvil’s SEO Team
Save the Date: September 25th

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Q & A
anvilmedia.com
Mike Terry
Vice President
@AnvilMedia
@PDXAdman
Amplifying You!