Email Marketing Masterclass

What’s on the Agenda?
A bit about me and e-CBD and this workshop
The email marketing landscape
Spam
Introducing Permission Marketing
The three golden rules of email marketing
The two types of email marketing
How to get subscribers
Subject lines
Email marketing examples (good and bad)
Tools to send emails out
Results to expect
Top email marketing tips

About me: Matt Granfield
Communications degree
Worked in Public Relations and Journalism
Joined e-CBD with Marilyn Strauss in 2001
Focussed on online marketing
Became Marketing Magazine’s ‘Online Marketing Guru’
Now I head e-CBD with Marilyn, and DP Dialogue and write regular features for Marketing Mag

About This Workshop
It’s not a lecture, it’s a workshop so if you have questions, write them down and we’ll go through them at the end.
If something isn’t clear just yell out and I’ll go over it again, but if you’ve just got a general question, save it for the end.

How Much Do We Know?
Who uses email?
Who has used email for marketing purposes?
Who has found themselves going ‘I wish I knew how to do that…’
Who loves getting spam?

The Email Marketing Landscape: Where We’re At...

The Clutter: Guess what, other people are email marketing as well!

Source: Radicati Group Email Statistics Report 2010:2014

It’s Illegal

It’s Illegal It’s annoying

Introducing: Permission Marketing

What is Permission Marketing?
It’s a marketing philosophy that follows these principles:
Ads, generally speaking, interrupt people.
People are already exposed to too many ads each day (over 1,000).
Interrupting people isn’t a good way of getting them to listen (eg. telemarketing, eg. spam).
Unless you have the budget of Nike, ads are nowhere near as effective as they used to be because people ignore them.
If you want to sell someone something, you’ll do a far more effective job if you have their trust.
The best way of getting trust is by building a personal relationship with them.
The best way of starting that relationship is by adding some kind of value.
Not new concepts, but they were popularised by Seth Godin about a decade ago. Google him.

The Three Golden Rules of Email Marketing

The Three Golden Rules of Email Marketing
Email marketing requires permission . Actual permission. Not ‘sort of’ permission.
Give subscribers something of value . Answer the Question: ‘What’s in it for Me’.
Keep your promises . If you promise something once a month, or every Monday, stick to it.

The Golden Rules of Email Marketing: Permission
Permission means they filled out a form and had to tick a box that said they want to hear from you.
Don’t make them untick a box to unsubscribe. That’s like chaining a prospect to a chair and then asking if they mind hearing your sales pitch.
Just because someone gave you their email address, doesn’t mean they want to receive your newsletter or promotion.
If they asked you in person to receive an email newsletter, or special offers, that’s OK.
If you met them at a trade show and they used a paper form to request you send them stuff, that’s permission.
If they gave you their email address it is OK to ask for their permission to send them a newsletter or promotions.
Don’t forget that 36% of people said they’ve stopped doing business with one or more companies because they handled their email marketing poorly.

The Golden Rules of Email Marketing: Give Value
It’s not about YOU
At the point where they sign up, show people how awesome your newsletter is for THEM.
Offer incentives, like a prize and discounts.
In every email answer the question ‘What’s in it for me’?
Don't assume that just because you're running for President or coming to the end of the quarter or launching a new product that you have the right to break the deal. You don't.
Generally speaking, people don’t care what you have to say. You have to make it interesting for them.

The Golden Rules of Email Marketing: Keep Your Promises
Be consistent.
Don’t be late.
If you’ve done your job properly people will actually be looking forward to hearing from you, don’t disappoint them.

The Two Types Of Email Marketing

The Two Types of Email Marketing
Email Newsletters
Special Offers

The Two Types of Email Marketing: Email Newsletters
Are regular
Are expected
Offer news and information
They’re either about your business specifically, such as:
New products
New services
Changes in the business
Or about something else that interests your customers, for example:
The local real estate market,
Legal issues affecting divorcing couples
Are one of the best ways to build an ongoing relationship with your customers.
Are not advertisements

The Two Types of Email Marketing: Email Newsletters Example: Dan Smith’s Property Update (Real Estate)

The Two Types of Email Marketing: Email Newsletters Example: mUmBRELLA

The Two Types of Email Marketing: Email Newsletters Example: Brisbane Business News

The Two Types of Email Marketing: Special Offers
Aren’t regular
Are expected
Offer a real incentive for people to receive them
They should get people excited
They should be so good people want to forward them to their friends
Should not just come out of the blue because you want to sell excess stock

The Two Types of Email Marketing: Special Offers Example: Oskars

The Two Types of Email Marketing: Special Offers Example: Cold Rock Fathers Day

How to Get Subscribers

Have a form above the fold on your website

Have a form above the fold on your website and include an incentive to sign up.

Have a signup form on Facebook (Ask us how)

Have a form above the fold on your website
Put a signup form on your Facebook
Offer value and explain what they’re getting when they sign up
Offer an incentive (discount, freebie, exclusive information)
Think about what your customers want to know and give that to them.
Aggregate news
Offer interesting content and people will want to tell their friends about it
Encourage people to forward it to their friends
Be entertaining! Put a joke at the bottom, or a seasonal recipe
Don’t collect more information than you really need. You’ll scare people off. Does ‘colour of favourite underpants’ really need to be a required field?
Tell people about it when you meet them ‘offline’

Subject Lines

Subject Lines
Need to sell the content in 2 seconds
Make them descriptive and unique. Don’t send the same subject line each time. Make it sound fresh each time.
Tantalise them
Use pronouns like ‘you’ and verbs like ‘update’.
Personalise, but don’t use their name (that’s what spammers do because that’s all they know, real people don’t put names in the subject line)
Make it sound like you’ve written the subject line just for them.

Subject Lines

Let’s Look at Some Examples of good and bad email marketing…

Four Good Options Vision6 http://www.vision6.com.au Pros: Cheaper for very large databases (50,000+) Cons: Expensive monthly subscription fees Interspire http://www.interspire.com/emailmarketer/ Pros: You can run it yourself Cons: Sllloooooowwww, requires technical setup MailChimp http://www.mailchimp.com/ Pros: Free for up to 500 subscribers, packed with features Cons: Not as cheap for over 500 subscribers, monthly fee Campaign Monitor http://www.campaignmonitor.com/ Pros: Cheap, super-easy to use, smart, pay on demand Cons: It’s not free

Great Email Marketing Examples

OK, cool. How do I send this thing out?

Campaign Monitor Demo

What Results Should I Expect?

Results to Expect

So What Does that Mean?
Aim for a 30% open rate
Aim for a 5-10% click through rate (% of people who clicked links in your email)
Presume 20% of your messages will go missing in action
Presume you’ll never know what happened to half of it
If more than 1.5% of people unsubscribe, you’re doing something wrong

Re-cap: Our Top Email Marketing Tips

e-CBD’s Top Email Marketing Tips
Don’t have just pictures at the top. Get some text in there.
Send them a welcome message as soon as they’ve subscribed.
Personalise the message as much as you can. Make them feel special.
Tailor the subject line for your audience.
If it’s a newsletter, summarise the content at the top. People don’t like to read.
When they unsubscribe, ask why. Get feedback on what you could have done better.
Don’t scare people away. Only ask for the minimum amount of data you need.
Don’t send anything without testing it first!
Track results on your website using Google Analytics.
Tweak your campaigns by testing different subject lines and formats. See what gets the best click through rates.
Send your newsletter out at lunchtime on Monday or Tuesday, or on Friday morning if you want to reach people for the weekend. These are the times when people are most active online.

e-CBD’s Top Email Marketing Tips
Make sure the recipients can see who it’s coming from, your name, or your company (or both).
Remember that inboxes are smaller than computer screens. Don’t make your email too wide.
Make sure it looks good on an iPhone
Have a subscribe option at the bottom of emails as well as an unsubscribe. People might have forwarded their friends the email. Make it easy for them to keep getting it.
If you don’t have lots of your own news, consider aggregating news about your industry, or pass on other news that you know will interest your customers.
Don’t send an email newsletter to anyone unless they’re expecting to get it. Just because they gave you their email address doesn’t mean they want you to send them a newsletter.

Audience Question Time
More Information?
1300 733 088
www.e-cbd.com
[email_address]

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Email Marketing Masterclass

by Matt Granfield

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