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Email Marketing 101: Basics Overview
 

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

Email Marketing 101: Basics Overview Email Marketing 101: Basics Overview Presentation Transcript

  • EMAIL MARKETING 101: BASICS OVERVIEW Adam Q. Holden-Bache March 2, 2011
  • Table of Contents
    • EMAIL MARKETING: BENEFITS & VALUE
    • GETTING STARTED
    • DESIGN
    • MESSAGE PREPARATION
    • POST CAMPAIGN
    • EMAIL AND SOCIAL: THE PERFECT PARTNERSHIP
    • EMAIL MARKETING
    • BENEFITS AND VALUE
    • Ease of Use
    • Speed
    • Frequency
    • Measurable
    • Targeted
    • Viral/Sharable
    • Cost-efficient
    Email Marketing Benefits:
  • Email marketing will generate an ROI of $43.62 for every dollar spent. Source: DMA ”Power of Direct Report 2009"
  • 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
    • What’s in it for me?
    • Deliver content that will:
    • Save time
    • Save money
    • Provide relevant information
    • Create Your Own Style
    • Show personality
    • Engage
    • Have fun
    • Be consistent
    • Layout and design
    • Tonality
    • Delivery times/frequency
  • DESIGN
  • Use Images to Enhance, not Deliver Do not rely on images to deliver your message. Use them only to visually support your text content.
  • Images Off
  • Images On
  • A majority of recipients do not see images by default
    • 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)
  •  
    • Layout
    • 640 pixel width (works best for web/mobile)
    • Think “blocks” of content
    • Allow for flexibility in design
    • Keep mobile scaling in mind
  • MESSAGE PREPARATION
    • Subject Line
    • Keep it under 40 characters
    • Put key information at beginning
    • No non-ASCII characters
    • Be unique, compelling, engaging, actionable
    • FROM Name
    • Make sure it’s easily recognizable
    • Use your company/brand name (unless you have a brand personality that everyone knows)
    • FROM Email
    • Use a real corporate address
    • Do not use “donotreply” addresses
    • Avoid changing it
    • Content
    • Set a single objective
    • Stay focused
    • Be relevant
    • Nurture the relationship
    • Focus on the long-term
    • Copy
    • Use web-safe fonts (Arial, Verdana).
    • Make it scanable
    • Use bold copy and bullets
    • Don’t use italics (hard to read)
    • 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)
    • Test. Then test some more.
    • Subject Lines
    • Offers
    • Time of Delivery
    • Creative
    • Calls to Action
    • Anything else meaningful to your success
  • 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 ”Email is Social and it’s not Going Anywhere"
  • 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 option. Source: Merkle ”View from the Social Inbox 2010"
  • Only 27% have implemented a social strategy into their email campaigns.
    • Connect and Share
  • 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"
  • 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
  • THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache