Effective Email Marketing Presented by Cara Friedman, Likeable Media http://likeable.com http://fb.com/likeablemedia @LikeableMedia
Effective Email Marketing Social Media and Email Marketing Email may seem like a medium of the past, but it still plays a crucial role in your social strategy. Email can be an effective way to reach your customers while integrating with your social efforts.
Effective Email Marketing Why Email Marketing? Companies were asked, “what advertising channels preformed best for their organization?” These were the answers.
Effective Email Marketing Email as an Advertising Channel 39.4% of marketing industry executives called Email Marketing the most powerful advertising channel for their business. 72% of respondents answered that Return-of- Investment (ROI) of their email marketing campaigns is excellent or really good.
Likeable Design Likeable Design and Email Marketing Your email should be on brand with the rest of your organization. The way your email looks is very important and will affect your open rate.
Likeable Design Likeable Design: Matching Colors Your visual brand is important as your brand’s voice. Make sure to bring your brand’s color scheme into your emails.
Likeable Design Likeable Design: Matching Colors Most platforms allow you to match your logo colors exactly. This ensures that your email marketing efforts are always on brand.
Likeable Design Likeable Design: Templates Although you want your newsletter to look unique and on brand, you are encouraged to use templates as a starting place. Everything is editable and you won’t need to hire a developer.
Likeable Design Likeable Design: Templates When choosing your template, make sure you choose it based on layout and not color. Colors can always be changed.
Likeable Design Likeable Design: Font Selection You want to make sure your email is readable. Arial, Courier New, Georgia and Tahoma are all great choices. Do not place text over distracting backgrounds.
Likeable Design Likeable Design: Go Bold Similarly to if you used all caps, having everything in bold can be distracting. When you need to emphasize something, bold is your best choice. Italics and underlines can be hard to read and confusing.
Likeable Design Likeable Design: Emphasize White Space When in doubt, simple is always better. White space is a great way to break up the text and make your copy feel inviting to the reader.
Likeable Design Likeable Design: Dos and Don’ts
Likeable Design Likeable Design: Dos and Don’ts
Likeable Design Likeable Design: Dos and Don’ts If your email is visually appealing, your clients and customers will be more likely to read it all the way to the end. Remember that you are reading off a screen.
Likeable Design Likeable Design: Bullet Points Reading things in lengthy paragraphs can be overwhelming and time consuming. Bullets break up information and make your content easier to skim.
Likeable Design Likeable Design: Webpage View You never know what someone’s email settings may be. Some users will have images turned off in their email settings. To make sure your content is being seen the way you intended, always provide the “view as a webpage” option for your readers.
Likeable Design Likeable Design: Webpage View Webpage View is a link placed on your email that allows the user to see your full email on a traditional webpage.
Likeable Design Likeable Design: Webpage View Web page views are often also stored as archives on platforms like Constant Contact. This allows you to view past emails easily.
Likeable Design Likeable Design: Mobile View More than ever people are reading their email from their phones. If you can’t ensure that the email will display correctly on a mobile device, make sure your webpage view is compatible.
Likeable Design Likeable Design: Mobile Friendly There are a number of steps you can take to make sure your email is mobile friendly. Everything from image use to subject line must be taken into consideration.
Likeable Design Likeable Design: Mobile Friendly Make sure your email is adjusted for mobile devices. Check that images are sized between 320-489 pixels wide.
Likeable Design Likeable Design: Mobile Friendly Make sure you have plenty of white space around your links so it is easier to click on from a mobile phone.
Likeable Design Likeable Design: Mobile Friendly Remember that an entire subject line won’t show up on a mobile device. The first two words of your subject line should explain why readers should open the email.
Likeable Design Likeable Design: Images Sometimes you won’t be able to control how people view your email and more specifically your images. Here are some tips to ensure customers don’t miss your message, just because they can’t see your images.
Likeable Design Likeable Design: Images Name your images so if they don’t show up, your customers will know what is supposed to be there.
Likeable Design Likeable Design: Images Include a link. Give your users a link to your website to view, if they can’t see your image.
Likeable Design Likeable Design: Images Describe your image and add a description of your image in the text. It will enhance the message of your email.
Likeable Design Likeable Design: Images White-List: Ask your readers to “white-list” you. This will keep you from getting spammed.
Likeable Design Likeable Design: White-List To try and avoid problems with images, ask your readers to “white-list” you or add you to their contact list. This will keep you from getting sent to spam and from your images not showing up.
Likeable ContentEffective Email Marketing
Likeable Content Likeable Content: Curate Feel free to use existing content in your emails. Include your latest blog posts, links to upcoming events, or other content your company has already featured elsewhere.
Likeable Content Likeable Content: Voice Keep your brand voice consistent. Choose your words in a way that is consistent with your brand’s voice on other platforms.
Likeable Content Likeable Content: Unique Content Be creative! Include polls so you can add an interactive element to your email as well as gain insight from your target demographic. You can also use event advertisements as content in your emails.
Likeable Content Likeable Content: Call to Action If you want users to share something, like something, click something, etc. all you need to do is ask. Including a strong call to action is a must in your email.
Likeable Content Likeable Content: Easy to Read People only take 51 seconds to read through an email. It shouldn’t take longer than that to get through yours! Use only 3-5 feature blocks in the body of your email.
Likeable Content Likeable Content: Subject Line This is the most important aspect of your email. Clearly state what your email is about in the subject line and keep it to less than 8 words. Include your brand’s name when appropriate.
Likeable Content Likeable Content: Subject Line Mentioning Facebook in the subject line increases open rates by 32%. - World Email Usage Study Using words you, your or we will help make your email more personal.
Likeable Content Likeable Content: Subject Line You always want to encourage people to click on your email. Creating a clear call to action and reason to click will increase your CTR.
Likeable Content Likeable Content: Subject Line Encourage clicks by using the subject line: • The Top Appeal: List the top five things contained in your email that your readers would be interested in. • Use Urgency To Drive Action: Subject lines like “Only 3 Days Left” drive users to open and taken action in an effective manner
Likeable Content Likeable Content: Subject Line Encourage clicks by using the subject line: • Questions: Email marketing and Social Media have this in common: people want to give you their opinion. Asking questions drive people to open emails and respond. • Customers Love Exclusivity: The word “exclusive” has a 24% higher open rate than any other buzz word in a subject line.
Likeable Content Likeable Content: Links Create easy to use links with a clear call to action. Links are easier to click when they have white space around them. Multiple links are encouraged in email marketing.
Likeable Content Likeable Content: Embedding Videos Instead of embedding videos, provide a link. Some platforms will take the video and create a screenshot that allows people to click through to the video. A link is less likely to have you in the spam folder.
Likeable Content Likeable Content: Making It Social Always include your social links in your email. Allow for forwarding to friends and sharing on social networks.
Likeable Platforms Effective Email Marketing
Likeable Platforms Likeable Platforms: Choose What Works For You
Increasing ImpactEffective Email Marketing
Increasing Impact Increasing Impact: Timing Always schedule your emails in advance to avoid a last minute rush. The best time to send emails are usually before 10 AM or after 2 PM. Click through rates are higher when emails are sent less than 4 times per month.
Increasing Impact Increasing Impact: Timing While those are best practices, you should always take your audience into account. Make sure your emails are scheduled at a time when your target audience is most likely to read them. Same goes for frequency of emails.
Increasing Impact Increasing Impact: Sharing Make sure to cross promote your newsletter with all your social entities. Make sure to customize the message for each network. Your message for Twitter should look different from Facebook.
Email Marketing Analytics Email Marketing Analytics: Importance of Reporting In order to have continued success, you need to track your progress. Make sure to choose a platform with built-in analytics so you can track crucial numbers. The information you learn from reporting will help shape your strategies for the future.
Email Marketing Analytics Email Marketing Analytics: Importance of Reporting The best time to generate a report is 48 hours after your email has been sent. Look for: • Who has opened your email • What links have been clicked • What has been shared on social networks • And more!
Effective Email Marketing Need Extra Help? Likeable Training Likeable offers custom trainings that cover topics ranging from email marketing to social media best practices and more. Contact email@example.com to learn more about Likeable Training.