@PHOLLOWS
Email Marketing Intensive
Phil Hollows, CEO
Heather Solos, Community Manager
@FeedBlitz
feedblitz.com
Interrupt, Question, Clarify!
Why Care About Email Marketing?
“I get ten times more
response to my blog
from my email
subscribers
than I do from anyone
...
Why Email Marketing Works
• Permission
• Commitment
• Engagement
• Relevance
• Timeliness
• Persistence
What We Will Cover Today
• Mobile and Responsive Design
• Growing your List: Forms
• Basic Metrics
• Mailing Frequency
• M...
MOBILE & RESPONSIVE
DESIGN
“Desktop” email on the phone
Don’t Do This to Mobile Readers
Same email, responsive layout – Legible, effective.
Responsive Design
Delivers on Mobile
FORMS
Generating List Growth
• Above the fold.
• Meaningful incentives.
• In the post footer, above the comments.
• Respectful p...
METRICS
Key Metrics
• Sent
• Opens – Target 20%
• Unsubscribes
• Complaints
• Hard and Soft Bounces
MAILING FREQUENCY
Mailing Frequency
• At least weekly
• Consistently
• Specials and blasts
MULTIPLE LISTS
Generating List Growth
• By topic
• By frequency
MONETIZATION
Monetization
• Sponsorships
• Advertising
• Product and event promotions
• Closed / paid lists
• Product sales
AUTORESPONDERS AND
TRANSACTIONAL EMAILS
Autoresponders
• A fixed sequence of one or more emails
• 1-off
– Thank you for …
– Incentive fulfillment
• Multi-step
– E...
Automation with Triggers
• Automatically add / remove subscribers
based on events:
– When a subscriber joins a list
– When...
Transactional Mailings
• Transactional mailings
– 80%+ open rate
– You can sell, market.
– Promotion can’t overwhelm trans...
Parsers – Third Party Integration
• Add subscribers from third party systems
– Shopping carts
– Form plugins
• How they wo...
Thank You!
• Contact Us!
– Phil@FeedBlitz.com @phollows
– Heather@FeedBlitz.com @HeatherSolos
• For FeedBlitz clients:
– @...
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Email marketing intensive Lab Notes #digicolab

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Guidelines for the Email Marketing Lab Intensive from the 2014 #digicolab conference in San Diego

Published in: Marketing, Technology, Business
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Email marketing intensive Lab Notes #digicolab

  1. 1. @PHOLLOWS Email Marketing Intensive Phil Hollows, CEO Heather Solos, Community Manager @FeedBlitz feedblitz.com
  2. 2. Interrupt, Question, Clarify!
  3. 3. Why Care About Email Marketing? “I get ten times more response to my blog from my email subscribers than I do from anyone else.” Seth Godin FeedBlitz Client
  4. 4. Why Email Marketing Works • Permission • Commitment • Engagement • Relevance • Timeliness • Persistence
  5. 5. What We Will Cover Today • Mobile and Responsive Design • Growing your List: Forms • Basic Metrics • Mailing Frequency • Multiple Lists • Monetization • Automation, Autoresponders and Transactional Emails
  6. 6. MOBILE & RESPONSIVE DESIGN
  7. 7. “Desktop” email on the phone Don’t Do This to Mobile Readers
  8. 8. Same email, responsive layout – Legible, effective. Responsive Design Delivers on Mobile
  9. 9. FORMS
  10. 10. Generating List Growth • Above the fold. • Meaningful incentives. • In the post footer, above the comments. • Respectful popups. • Don’t get complacent: Change and Test! – Call to action text. – Form location. – Graphic elements.
  11. 11. METRICS
  12. 12. Key Metrics • Sent • Opens – Target 20% • Unsubscribes • Complaints • Hard and Soft Bounces
  13. 13. MAILING FREQUENCY
  14. 14. Mailing Frequency • At least weekly • Consistently • Specials and blasts
  15. 15. MULTIPLE LISTS
  16. 16. Generating List Growth • By topic • By frequency
  17. 17. MONETIZATION
  18. 18. Monetization • Sponsorships • Advertising • Product and event promotions • Closed / paid lists • Product sales
  19. 19. AUTORESPONDERS AND TRANSACTIONAL EMAILS
  20. 20. Autoresponders • A fixed sequence of one or more emails • 1-off – Thank you for … – Incentive fulfillment • Multi-step – Email courses – Sales funnels – Guided exploration to drive your traffic, generate feedback
  21. 21. Automation with Triggers • Automatically add / remove subscribers based on events: – When a subscriber joins a list – When they unsubscribe – When they finish an autoresponder series • Use Case: Maintaining a Master List – Subscribe triggers add to the master – Unsubscribes remove from the master
  22. 22. Transactional Mailings • Transactional mailings – 80%+ open rate – You can sell, market. – Promotion can’t overwhelm transaction data. • Landing pages – Deliver incentives, promote action.
  23. 23. Parsers – Third Party Integration • Add subscribers from third party systems – Shopping carts – Form plugins • How they work – The third party product sends an email to the parser – The parser interprets the email – Rules in the parser add or remove the subscriber to the relevant list
  24. 24. Thank You! • Contact Us! – Phil@FeedBlitz.com @phollows – Heather@FeedBlitz.com @HeatherSolos • For FeedBlitz clients: – @FeedBlitz – support@FeedBlitz.com – Phone 978.776.9498 (9-5 eastern)

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