presented by<br />Gina Nykerk<br />Indie Arsenal, 2011<br />Email Marketing For Independent Creatives <br />
Hi.<br />I’m Gina.<br />I’ve been in email marketing for nearly 6 years.<br />
This is my inbox.<br />(one of four, mind you)<br />
Courtesy xkcd.com.<br />
Why email?<br />
It’s popular<br />94% of daily email users subscribe to marketing messages<br /><ul><li>Exact Target, 2010</li></ul>It per...
What can I do with email?<br />(Possibly a question asked a time or two by your clients)<br />
Drive word of mouth & PR.<br />
Drive sales.<br />
Engage readers.<br />
Increase site traffic<br />
Retain customers.<br />
Repurpose it as content for your social networks<br />
Let your readers repurpose it as content for their social networks<br />
Build a community.<br />
Tweet a link to sign up for your emails.<br />
Add your email signup form to your blog.<br />
4 things you should know about email,um,right now<br />
1. Best practices are your friend<br /><ul><li> Don’t SPAM! Permission based email is the (only) way to go. Build that lis...
 You must provide an opt-out and a physical or mailing address on each email
 Email is not a science. Our favorite answer is “it depends.” Expect to test, test, and test some more.
 Audience segmentation is awesome. Try it.
 Don’t forget the subject line – spend at least 5 minutes crafting it.</li></li></ul><li>2. It works very well with social...
Remember how video killed the radio star?*<br />*It actually didn’t<br />
We’ve heard the same hype about email<br />
But alas, email, social + traditional marketing channels continue to live, breathe & coexist in harmony. They’re quite com...
3. Your creative? Oh SO important.<br />
Look good, look smart<br />A sharp-dressed email can make the difference between reading and deleting. Solid design and pr...
Grab readers’ attention
Create a positive response</li></li></ul><li>Design for the medium. Email is not a website or a print piece.It is, however...
When designing for email keep in mind:<br />
<ul><li>72 dpi
600-700 pixels (320-520 for mobile devices)
RGB (not CMYK)
Use basic, old school HTML. Keep it simple, keep it clean
Tables ARE your friend. Inline styles are the way to code. No CSS, please
Link to videos. Do not try to embed
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Email Marketing for Independent Creatives

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  • Email Marketing for Independent Creatives

    1. 1. presented by<br />Gina Nykerk<br />Indie Arsenal, 2011<br />Email Marketing For Independent Creatives <br />
    2. 2. Hi.<br />I’m Gina.<br />I’ve been in email marketing for nearly 6 years.<br />
    3. 3. This is my inbox.<br />(one of four, mind you)<br />
    4. 4.
    5. 5. Courtesy xkcd.com.<br />
    6. 6. Why email?<br />
    7. 7. It’s popular<br />94% of daily email users subscribe to marketing messages<br /><ul><li>Exact Target, 2010</li></ul>It performs<br />$42.08 returned per dollar invested<br /> -DMA, 2010<br />It’s personal<br />A one-on-one conversation with a lot of people, all at one time<br />
    8. 8. What can I do with email?<br />(Possibly a question asked a time or two by your clients)<br />
    9. 9. Drive word of mouth & PR.<br />
    10. 10. Drive sales.<br />
    11. 11. Engage readers.<br />
    12. 12. Increase site traffic<br />
    13. 13. Retain customers.<br />
    14. 14. Repurpose it as content for your social networks<br />
    15. 15. Let your readers repurpose it as content for their social networks<br />
    16. 16. Build a community.<br />
    17. 17. Tweet a link to sign up for your emails.<br />
    18. 18. Add your email signup form to your blog.<br />
    19. 19. 4 things you should know about email,um,right now<br />
    20. 20. 1. Best practices are your friend<br /><ul><li> Don’t SPAM! Permission based email is the (only) way to go. Build that list, friend.
    21. 21. You must provide an opt-out and a physical or mailing address on each email
    22. 22. Email is not a science. Our favorite answer is “it depends.” Expect to test, test, and test some more.
    23. 23. Audience segmentation is awesome. Try it.
    24. 24. Don’t forget the subject line – spend at least 5 minutes crafting it.</li></li></ul><li>2. It works very well with social media + traditional marketing<br />
    25. 25. Remember how video killed the radio star?*<br />*It actually didn’t<br />
    26. 26. We’ve heard the same hype about email<br />
    27. 27. But alas, email, social + traditional marketing channels continue to live, breathe & coexist in harmony. They’re quite complimentary, in fact.<br />
    28. 28. 3. Your creative? Oh SO important.<br />
    29. 29. Look good, look smart<br />A sharp-dressed email can make the difference between reading and deleting. Solid design and proper coding:<br /><ul><li>Increase deliverability rates
    30. 30. Grab readers’ attention
    31. 31. Create a positive response</li></li></ul><li>Design for the medium. Email is not a website or a print piece.It is, however, an extension of the brand so make it look that way.<br />
    32. 32. When designing for email keep in mind:<br />
    33. 33. <ul><li>72 dpi
    34. 34. 600-700 pixels (320-520 for mobile devices)
    35. 35. RGB (not CMYK)
    36. 36. Use basic, old school HTML. Keep it simple, keep it clean
    37. 37. Tables ARE your friend. Inline styles are the way to code. No CSS, please
    38. 38. Link to videos. Do not try to embed
    39. 39. Don’t forget a plaintext version!
    40. 40. Always use alt tags and never send one big image file. Image rendering is finicky.</li></li></ul><li>See?<br />
    41. 41. (How they were supposed to look)<br />
    42. 42. 4. You are not alone*orHow to make this work for you<br /> * Cue Michael Jackson’s greatest hits<br />
    43. 43. Find a vendor you like to work with. <br />Client or not, you’re most likely going to be the one working in the interface while crafting or sending the email. Be comfortable in it.<br />
    44. 44. There are a lot of vendors to choose from. Consider finding one to partner with.<br />Emma, Exact Target and CampaignMonitor all offer agency specific platforms, each with their own strengths and weaknesses. <br />All other US based email vendors typically stick to affiliate programs<br />
    45. 45. Don’t be a tool.(Just use them)<br />Image hosting<br />Stationery Builder<br />Split A/B Testing<br />Response tracking<br />Dynamic Content<br />Document library<br />Sign up Forms<br />UYO HTML<br />Google Analytics<br />Variable Content<br />Triggers/AutoResponders<br />
    46. 46. Resources abound. Even if you’re not an expert, you can act like one.<br />
    47. 47. My Favorites<br />The Emma blog: www.myemma.com/blog (yes, I’m partial, but for what it’s worth it wasn’t always very good. Now it’s kicking a**)The Email Experience Council: http://www.emailexperience.org/ (A highly regarded source in the industry)The Email Stat Center: www.emailstatcenter.com (A great resource if you’re wondering how your email is performing)MarketingProfs: www.marketingprofs.com (A fantastic resource for all things online marketing)MediaPost Email Insider: www.mediapost.com (My daily read on the email industry) Emailium: www.emailium.com (Email inspiration at your fingertips)<br />
    48. 48. thanks!<br />Begin the brilliantly insightful Q&A now.<br />No calculus questions, please.<br />Gina Nykerk<br />gina@myemma.com<br />@ginanykerk<br />www.myemma.com@emmaemail<br />myemma.com/blog<br />
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