How To Get The Results You Want From An Email Campaign
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How To Get The Results You Want From An Email Campaign

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Presentation by Crystal Gouldey for the Evolution Magazine workshop on October 11 in Wilmington, Delaware.

Presentation by Crystal Gouldey for the Evolution Magazine workshop on October 11 in Wilmington, Delaware.

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How To Get The Results You Want From An Email Campaign How To Get The Results You Want From An Email Campaign Presentation Transcript

  • EMAIL MARKETING How to get the results you want from an email campaign Crystal Gouldey AWeber CommunicationsSlides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com
  • WHAT YOU’LL LEARN- Why you should use email for your business- How to start your email marketing right- Ideas for improving your email efforts
  • WHY EMAIL? MarketingProfs: $40 for every $1 spent on email marketingSource: Monetate
  • EMAIL MARKETING SUCCESSThe Bee FolksSnail mail: $500 to send 2,000postcards. Return: Maybe 2-3used the coupon code.Email: $50/month to sendunlimited emails. Return:Generates a couple thousanddollars in sales per email.
  • STEPS TO TAKE1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better results
  • STEP 1: AUTOMATIC EMAILS - Welcome email - Follow up series - Blog to email
  • WELCOME EMAIL Step 1
  • FOLLOW UP SERIES Step 1
  • CHEF TONY’S SERIESMessage Subject Open Rate 1 Welcome 81% 2 $10 off coupon 133% 3 Half price on wine bottles 85% 4 Special price on bottomless mimosas 66% 5 $40 date night special, 20% off wine bottle 75% Step 1
  • BLOG TO EMAIL Step 1
  • STEP 2: GATHER SUBSCRIBERS - Pop up form - Facebook form - Integrations
  • OFFLINE LIST BUILDING Step 2
  • OFFLINE LIST BUILDING Step 2
  • SIGN UP FORMS Step 2
  • POP UP FORMS Step 2
  • FACEBOOK FORM Step 2
  • INTEGRATIONS Zapier.com Step 2
  • CASE STUDY Social Media ExaminerFounded in 2009 - used pop ups, social media and otherintegrations to fuel growthCurrently has close to 180,000 subscribers and exponentialgrowthSells newsletter ad space for up to $3,600 Step 2
  • STEP 3: SET SUBSCRIBER EXPECTATIONS - Clear sign up page - Archive of emails - Eliminate dead ends
  • BE CLEAREmailPostal Step 3
  • Starts w/ postalnewsletter Adds in email Their updated form has brought a 46% increase in subscribers Step 3
  • SHARE EXAMPLES Step 3
  • ELIMINATE DEAD ENDS vs. Step 3
  • EXAMPLE: TIM CARTER Step 3
  • STEP 4: OPTIMIZATION - Segmenting - Split testing web forms - Split testing emails
  • SEGMENTATION Indianapolis Symphony Orchestra Re-engagement Campaign Tactics1. Segment based on music types2. Re-engagement offer w/ free ticket sent to most active subscribers3. Similar sends to remainder of list, six months apart4. Non-responders were removedSource: MarketingSherpa Step 4
  • SEGMENTATION Indianapolis Symphony Orchestra Results1. Opt in list was reduced by 96% - BUT...2. Online sales doubled since campaign began3. More than 40% of subscribers have bought tickets4. More engaged list now yields 35% of purchases5. New segments have helped list size and ROI rebound Step 4
  • YOU CAN SEGMENT Based on locationWho opened or did not open a message Who clicked on a specific link
  • SPLIT TESTING: FORMS Test: Lightbox vs. hover form Company: CaratLane.com Source: WhichTestWon.comLightbox form brought in 59% more subscribers Step 4
  • YOU CAN SPLIT TEST Giving a free gift for signing up Having a delay on a pop up formLimiting the number of questions on a form
  • SPLIT TESTING: EMAIL DESIGNNew template (right side):215% more clicks100% more opens Step 4
  • YOU CAN SPLIT TEST Subject lines for open rates Text links vs. buttons Time of day you’re sending
  • RECAP1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better resultsResources available: http://www.aweber.com/blog/evolution-resources/
  • QUESTIONS? Crystal Gouldey AWeber CommunicationsSlides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com