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EMAIL MARKETING 101: BASICS OVERVIEW Adam Q. Holden-Bache  March 2, 2011
Table of Contents <ul><li>EMAIL MARKETING: BENEFITS & VALUE </li></ul><ul><li>GETTING STARTED </li></ul><ul><li>DESIGN </l...
<ul><li>EMAIL MARKETING </li></ul><ul><li>BENEFITS AND VALUE </li></ul>
<ul><li>Ease of Use </li></ul><ul><li>Speed </li></ul><ul><li>Frequency </li></ul><ul><li>Measurable </li></ul><ul><li>Tar...
Email marketing  will generate an ROI of  $43.62  for every dollar spent. Source: DMA ”Power of Direct Report 2009&quot;
Everyone uses email. Source: Flowtown “My Mom is on Facebook”
It’s where the budgets are going…
GETTING STARTED
Define Your Objectives
Create a Plan
Don’t Overextend Your Resources
How will you measure success?
PLANNING
<ul><li>What’s in it for me? </li></ul><ul><li>Deliver content that will: </li></ul><ul><li>Save time </li></ul><ul><li>Sa...
<ul><li>Create Your Own Style </li></ul><ul><li>Show personality </li></ul><ul><li>Engage </li></ul><ul><li>Have fun   </l...
<ul><li>Be consistent </li></ul><ul><li>Layout and design </li></ul><ul><li>Tonality </li></ul><ul><li>Delivery times/freq...
DESIGN
Use Images to Enhance, not Deliver Do not rely on images to deliver your message. Use them only to visually support your t...
Images Off
Images On
A majority of recipients do not see images by default
<ul><li>Design for the Preview Pane </li></ul><ul><li>Put primary offer in top 3-4 inches </li></ul><ul><li>Review your em...
 
<ul><li>Layout </li></ul><ul><li>640 pixel width (works best for web/mobile) </li></ul><ul><li>Think “blocks” of content <...
MESSAGE PREPARATION
<ul><li>Subject Line </li></ul><ul><li>Keep it under 40 characters </li></ul><ul><li>Put key information at beginning </li...
<ul><li>FROM Name </li></ul><ul><li>Make sure it’s easily recognizable  </li></ul><ul><li>Use your company/brand name (unl...
<ul><li>FROM Email </li></ul><ul><li>Use a real corporate address </li></ul><ul><li>Do not use “donotreply” addresses </li...
<ul><li>Content </li></ul><ul><li>Set a single objective </li></ul><ul><li>Stay focused </li></ul><ul><li>Be relevant </li...
<ul><li>Copy </li></ul><ul><li>Use web-safe fonts (Arial, Verdana). </li></ul><ul><li>Make it scanable </li></ul><ul><li>U...
<ul><li>Emails are not web pages. </li></ul><ul><li>Do not use: </li></ul><ul><li>Flash </li></ul><ul><li>CSS </li></ul><u...
<ul><li>Test. Then test some more. </li></ul><ul><li>Subject Lines </li></ul><ul><li>Offers </li></ul><ul><li>Time of Deli...
POST-CAMPAIGN
Support Your Emails If you are successful, you’ll need to manage responses, leads, orders, opt-ins, etc.  Be prepared.
Review Your Results
EMAIL & SOCIAL: THE PERFECT PARTNERSHIP
EMAIL SOCIAL MEDIA
78%  of consumers  share information via  email   versus  22%  who prefer  social media .   Source: Marketing Sherpa ”Emai...
Methods used for sharing online content
Over   20% of social media users   have shared something from an  email campaign  to their  social accounts  via a  share ...
Only 27%   have implemented a social strategy into their email campaigns.
<ul><li>Connect and Share </li></ul>
Including a  social sharing  option in an email  increased click-through rates  from an average of  7.2%  to  8.7%. Includ...
How Mass Transmit Can Help Mass Transmit  - multi-channel Internet marketing agency Email Transmit  - email service provid...
THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adam...
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Email Marketing 101: Basics Overview

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This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.

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  • Plan out your first 5+ campaigns (content and schedule). Do you plan on writing all your own messages? Will your marketing team or a copywriter create your content? Will you source your content from a third party? Remember- less is more in emails. Recipients typically do not spend time reading long messages.
  • Dig into your tracking metrics. Understand what worked and what didn’t. Try to improve results over time.
  • Social media is a partner, not a threat, to email marketing because it provides new avenues for sharing and engaging customers and prospects.
  • Email powers social media and social media powers email
  • Transcript of "Email Marketing 101: Basics Overview"

    1. 1. EMAIL MARKETING 101: BASICS OVERVIEW Adam Q. Holden-Bache March 2, 2011
    2. 2. Table of Contents <ul><li>EMAIL MARKETING: BENEFITS & VALUE </li></ul><ul><li>GETTING STARTED </li></ul><ul><li>DESIGN </li></ul><ul><li>MESSAGE PREPARATION </li></ul><ul><li>POST CAMPAIGN </li></ul><ul><li>EMAIL AND SOCIAL: THE PERFECT PARTNERSHIP </li></ul>
    3. 3. <ul><li>EMAIL MARKETING </li></ul><ul><li>BENEFITS AND VALUE </li></ul>
    4. 4. <ul><li>Ease of Use </li></ul><ul><li>Speed </li></ul><ul><li>Frequency </li></ul><ul><li>Measurable </li></ul><ul><li>Targeted </li></ul><ul><li>Viral/Sharable </li></ul><ul><li>Cost-efficient </li></ul>Email Marketing Benefits:
    5. 5. Email marketing will generate an ROI of $43.62 for every dollar spent. Source: DMA ”Power of Direct Report 2009&quot;
    6. 6. Everyone uses email. Source: Flowtown “My Mom is on Facebook”
    7. 7. It’s where the budgets are going…
    8. 8. GETTING STARTED
    9. 9. Define Your Objectives
    10. 10. Create a Plan
    11. 11. Don’t Overextend Your Resources
    12. 12. How will you measure success?
    13. 13. PLANNING
    14. 14. <ul><li>What’s in it for me? </li></ul><ul><li>Deliver content that will: </li></ul><ul><li>Save time </li></ul><ul><li>Save money </li></ul><ul><li>Provide relevant information </li></ul>
    15. 15. <ul><li>Create Your Own Style </li></ul><ul><li>Show personality </li></ul><ul><li>Engage </li></ul><ul><li>Have fun </li></ul>
    16. 16. <ul><li>Be consistent </li></ul><ul><li>Layout and design </li></ul><ul><li>Tonality </li></ul><ul><li>Delivery times/frequency </li></ul>
    17. 17. DESIGN
    18. 18. Use Images to Enhance, not Deliver Do not rely on images to deliver your message. Use them only to visually support your text content.
    19. 19. Images Off
    20. 20. Images On
    21. 21. A majority of recipients do not see images by default
    22. 22. <ul><li>Design for the Preview Pane </li></ul><ul><li>Put primary offer in top 3-4 inches </li></ul><ul><li>Review your email in various preview pane setups (columns, wide and classic views) </li></ul>
    23. 24. <ul><li>Layout </li></ul><ul><li>640 pixel width (works best for web/mobile) </li></ul><ul><li>Think “blocks” of content </li></ul><ul><li>Allow for flexibility in design </li></ul><ul><li>Keep mobile scaling in mind </li></ul>
    24. 25. MESSAGE PREPARATION
    25. 26. <ul><li>Subject Line </li></ul><ul><li>Keep it under 40 characters </li></ul><ul><li>Put key information at beginning </li></ul><ul><li>No non-ASCII characters </li></ul><ul><li>Be unique, compelling, engaging, actionable </li></ul>
    26. 27. <ul><li>FROM Name </li></ul><ul><li>Make sure it’s easily recognizable </li></ul><ul><li>Use your company/brand name (unless you have a brand personality that everyone knows) </li></ul>
    27. 28. <ul><li>FROM Email </li></ul><ul><li>Use a real corporate address </li></ul><ul><li>Do not use “donotreply” addresses </li></ul><ul><li>Avoid changing it </li></ul>
    28. 29. <ul><li>Content </li></ul><ul><li>Set a single objective </li></ul><ul><li>Stay focused </li></ul><ul><li>Be relevant </li></ul><ul><li>Nurture the relationship </li></ul><ul><li>Focus on the long-term </li></ul>
    29. 30. <ul><li>Copy </li></ul><ul><li>Use web-safe fonts (Arial, Verdana). </li></ul><ul><li>Make it scanable </li></ul><ul><li>Use bold copy and bullets </li></ul><ul><li>Don’t use italics (hard to read) </li></ul>
    30. 31. <ul><li>Emails are not web pages. </li></ul><ul><li>Do not use: </li></ul><ul><li>Flash </li></ul><ul><li>CSS </li></ul><ul><li>Audio or Video </li></ul><ul><li>Javascript </li></ul><ul><li>Forms or Surveys </li></ul><ul><li>(But you can link to this content on your site) </li></ul>
    31. 32. <ul><li>Test. Then test some more. </li></ul><ul><li>Subject Lines </li></ul><ul><li>Offers </li></ul><ul><li>Time of Delivery </li></ul><ul><li>Creative </li></ul><ul><li>Calls to Action </li></ul><ul><li>Anything else meaningful to your success </li></ul>
    32. 33. POST-CAMPAIGN
    33. 34. Support Your Emails If you are successful, you’ll need to manage responses, leads, orders, opt-ins, etc. Be prepared.
    34. 35. Review Your Results
    35. 36. EMAIL & SOCIAL: THE PERFECT PARTNERSHIP
    36. 37. EMAIL SOCIAL MEDIA
    37. 38. 78% of consumers share information via email versus 22% who prefer social media . Source: Marketing Sherpa ”Email is Social and it’s not Going Anywhere&quot;
    38. 39. Methods used for sharing online content
    39. 40. Over 20% of social media users have shared something from an email campaign to their social accounts via a share option. Source: Merkle ”View from the Social Inbox 2010&quot;
    40. 41. Only 27% have implemented a social strategy into their email campaigns.
    41. 42. <ul><li>Connect and Share </li></ul>
    42. 43. Including a social sharing option in an email increased click-through rates from an average of 7.2% to 8.7%. Including as many as three different sharing options boosted the rate to 11.2%. Source: GetResponse &quot;Email Marketing and Social Media Integration Report&quot;
    43. 44. How Mass Transmit Can Help Mass Transmit - multi-channel Internet marketing agency Email Transmit - email service provider (ESP) Group Transmit - social sharing application @MassTransmit @EmailTransmit Facebook.com/MassTransmit
    44. 45. THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache
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