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Email Marketing 101: Basics Overview
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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 …

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

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