saffireevents© 2013 – Saffire Events®Kendra WrightPresident, Saffire Events®Is Email MarketingDead?NO! (Here’s Why.)
saffireevents
saffireevents© 2013 – Saffire Events®Corporate Portfolio
saffireevents© 2013 – Saffire Events®Event PortfolioRodeo AustinSouthTexas State FairRodeo Belton/ 4th of JulyCelebrationB...
saffireevents© 2013 – Saffire Events®Saffire Association Partners
saffireevents
saffireevents
saffireevents© 2013 – Saffire Events®NOT COOL: Oldest Tactic
saffireevents© 2013 – Saffire Events®COOL: Most Successful
saffireeventsPoll
saffireevents© 2013 – Saffire Events®
saffireevents© 2013 – Saffire Events®Email &Social Media
saffireeventsBOOSTSSocial sharingemail results!
saffireeventsMost Cost-EffectiveTop Revenue GeneratorFastest Results
saffireevents© 2013 – Saffire Events®What Leads to Mobile Purchase?
saffireevents© 2013 – Saffire Events®Multi-ScreenMarketing
saffireeventsReally Old DaysFairlyOld DaysNow
saffireeventsSOFAMAXIMIZEthe
saffireevents© 2013 – Saffire Events®Anatomy of SuccessBig Email ListLots OpenedLots Clicked$$$
saffireevents© 2013 – Saffire Events®Elements of SuccessMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE G...
saffireevents© 2013 – Saffire Events®Step 1: Make Game PlanMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUD...
saffireeventsChooseyour team
saffireeventsBrainstormwith yourteam
saffireevents1. Write down the targetaudiences for your event.
saffireevents2. Think of reasons eachaudience attends your event
saffireevents
saffireevents
saffireevents2. Match topics to reasons
saffireeventsWhat we want totell people
saffireeventsWhat people wantto hear
saffireeventsMindshareWithCommunityConnectionsInform Entice KeepAboutEvents,News,PromotionsWithManyBuyingOptionsCategories...
saffireevents
saffireeventsPlan for:When to send?How often?How willyou send?
saffireeventsPoll
saffireeventsYear Around1-2/MonthArticles, Announcements, Offers
saffireevents
saffireevents
saffireeventsOccasionalOne Subject BlastsEntertainment line-up, gala, golftourney, etc.
saffireevents
saffireeventsPoll
saffireeventsBefore EventCONSIDER DOUBLING “Pre-Event”Email Success Builds Daily
saffireevents
saffireeventsDuring EventNever Miss a Day“Today at the event”
saffireevents
saffireevents
saffireeventsAfter Event“Immediate” recap
saffireevents
saffireevents
saffireevents
saffireevents
saffireeventsOrganized?How do you get
saffireevents© 2013 – Saffire Events®Editorial Calendar
saffireeventswww.SaffireEvents.com/calendar
saffireevents© 2013 – Saffire Events®Step 2: Build a listMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE ...
saffireevents© 2013 – Saffire Events®Starting from scratchOutlook contactsBoardof DirectorsVolunteersSponsorsExhibitorsPas...
saffireevents© 2013 – Saffire Events®Email signups on everypage
saffireevents© 2013 – Saffire Events®Ongoing - OnlineWhen people share anevent photoWhen they complete an online formOn Fa...
saffireevents© 2013 – Saffire Events®Ongoing - OfflineDoor prizeorsignup at eventsAnytime they purchase something
saffireeventsHave a Facebook ContestGoal = Email addressesUse a platform thatyou don’t ownTo get email addresses you do!
saffireeventsContest PrizesTickets(Autographed) MerchandiseExperiencesMeet& Greets
saffireevents
saffireevents
saffireevents© 2013 – Saffire Events®Step 3: Write itMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOOD...
saffireevents© 2013 – Saffire Events®Use Your Calendar!
saffireeventsDon’t Tellthe Whole Story
saffireeventsGoal:Clicks to website!
saffireevents© 2013 – Saffire Events®one mainstorytwo smallerfeaturesTESTAGAINSTEACH OTHERtwo smallerfeaturesConsider a Py...
saffireeventsThe FormulaHeadlineImageText(short,with links)Callto actione.g.,“Click here to enter now!”
saffireevents© 2013 – Saffire Events®Encourage Sharing!
saffireevents© 2013 – Saffire Events®Step 4: Include good imageryMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGE...
saffireeventsOne that makes you click!What makes agood image?
saffireevents© 2013 – Saffire Events®Step 5: Strong subject lineMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEI...
saffireeventsGood content and imagesCLICKS…Good subject lineOPENS!
saffireevents© 2013 – Saffire Events®Good subject linesSomething recognizableAction wordsNot too spammy50 characters or less
saffireevents© 2013 – Saffire Events®BONUS POINTSTurn into Tweet120 characters, #and shortened URLTurn into Facebook post1...
saffireevents© 2013 – Saffire Events®Step 6: Track the performanceMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAG...
saffireeventsYou’re notMarketing!If you’renot measuring,
saffireevents1TrackPER EMAIL
saffireeventsOpen Rate
saffireeventsClick-Through Rate (CTR)
saffireeventsResponserate – web visits, revenue
saffireevents2TrackOVER TIME
saffireeventsHouse File Size
saffireeventsChurn (% who leave your list)
saffireeventsCost/Email
saffireeventsRevenue/Email
saffireevents&SampleOPEN RATESVaries a lot by client9-15% on low end30-35% on high end
saffireevents© 2013 – Saffire Events®Highest open ratesGood subject lineClients who sell onlineClients with a strong brand...
saffireevents&SampleCLICK RATESNot as much variance by clientAround 10-20%
saffireevents© 2013 – Saffire Events®Calls to Action = ClicksUse action wordsGet MoreInfo!Sign Up!Buy Now!MorePhotos!Don’t...
saffireevents© 2013 – Saffire Events®Step 7: Learn and repeatMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCL...
saffireeventsMOST SUCCESSFUL?Which ones have beenDOMORE!LEAST SUCCESSFUL?Which ones have beenTWEAKTHEM!
saffireeventsLearn and repeatHow have they affectedwebsite visits or revenue?What trends have you noticed that are actiona...
saffireevents© 2013 – Saffire Events®To reviewCreatean editorial calendarPrioritize email, especially during your eventIn ...
saffireeventsKendra WrightWWW.SAFFIREEVENTS.COM@SAFFIREEVENTSSAFFIREEVENT
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Is email marketing dead

  1. 1. saffireevents© 2013 – Saffire Events®Kendra WrightPresident, Saffire Events®Is Email MarketingDead?NO! (Here’s Why.)
  2. 2. saffireevents
  3. 3. saffireevents© 2013 – Saffire Events®Corporate Portfolio
  4. 4. saffireevents© 2013 – Saffire Events®Event PortfolioRodeo AustinSouthTexas State FairRodeo Belton/ 4th of JulyCelebrationBrazosValley FairHeart O Texas Fair & RodeoAmarillo Tri-State FairFortBend CountyFairCentral Texas State FairComal CountyFairOkeechobee CountyFairAmador CountyFairChowchilla FairPalomino FestLea CountyCoorsCowboy ClubWashingtonCountyFairTexas State ForestFestivalAmerican RoyalColorado State FairNapa CountyFairDodgeCity RoundUpBrazoria CountyFairSanAngeloRogers CountyFairGreater BatonRougeState FairCentral StatesBlack Hills StockShow/RodeoLos FresnosTwas the LightsReno RodeoRedding RodeoNorthwestWashingtonFairSikestonRodeoDelaware State FairSangamonCountyFairEast TexasPark of East TexasLaramie CountyFairBenton-FranklinFairCarroll CountyFairPendleton Round-UpPonyExpress DaysArizona NationalLivestock ShowYoloCountyFairCalifornia Rodeo SalinasRio Grande Valley Livestock ShowOld Sorehead Trade DaysCuero TurkeyFestFiesta San AntonioGlenn CountyFairState Fair of LouisianaFourStates FairMontgomeryCountyFairAgriculturalLearning CenterGrantCountyFairNorthTexas State FairRooftop RodeoWest End FairCrabtree AmusementsTrinity Valley ExpositionBrackenridge Recreation Complex
  5. 5. saffireevents© 2013 – Saffire Events®Saffire Association Partners
  6. 6. saffireevents
  7. 7. saffireevents
  8. 8. saffireevents© 2013 – Saffire Events®NOT COOL: Oldest Tactic
  9. 9. saffireevents© 2013 – Saffire Events®COOL: Most Successful
  10. 10. saffireeventsPoll
  11. 11. saffireevents© 2013 – Saffire Events®
  12. 12. saffireevents© 2013 – Saffire Events®Email &Social Media
  13. 13. saffireeventsBOOSTSSocial sharingemail results!
  14. 14. saffireeventsMost Cost-EffectiveTop Revenue GeneratorFastest Results
  15. 15. saffireevents© 2013 – Saffire Events®What Leads to Mobile Purchase?
  16. 16. saffireevents© 2013 – Saffire Events®Multi-ScreenMarketing
  17. 17. saffireeventsReally Old DaysFairlyOld DaysNow
  18. 18. saffireeventsSOFAMAXIMIZEthe
  19. 19. saffireevents© 2013 – Saffire Events®Anatomy of SuccessBig Email ListLots OpenedLots Clicked$$$
  20. 20. saffireevents© 2013 – Saffire Events®Elements of SuccessMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  21. 21. saffireevents© 2013 – Saffire Events®Step 1: Make Game PlanMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  22. 22. saffireeventsChooseyour team
  23. 23. saffireeventsBrainstormwith yourteam
  24. 24. saffireevents1. Write down the targetaudiences for your event.
  25. 25. saffireevents2. Think of reasons eachaudience attends your event
  26. 26. saffireevents
  27. 27. saffireevents
  28. 28. saffireevents2. Match topics to reasons
  29. 29. saffireeventsWhat we want totell people
  30. 30. saffireeventsWhat people wantto hear
  31. 31. saffireeventsMindshareWithCommunityConnectionsInform Entice KeepAboutEvents,News,PromotionsWithManyBuyingOptionsCategories of Info to Share
  32. 32. saffireevents
  33. 33. saffireeventsPlan for:When to send?How often?How willyou send?
  34. 34. saffireeventsPoll
  35. 35. saffireeventsYear Around1-2/MonthArticles, Announcements, Offers
  36. 36. saffireevents
  37. 37. saffireevents
  38. 38. saffireeventsOccasionalOne Subject BlastsEntertainment line-up, gala, golftourney, etc.
  39. 39. saffireevents
  40. 40. saffireeventsPoll
  41. 41. saffireeventsBefore EventCONSIDER DOUBLING “Pre-Event”Email Success Builds Daily
  42. 42. saffireevents
  43. 43. saffireeventsDuring EventNever Miss a Day“Today at the event”
  44. 44. saffireevents
  45. 45. saffireevents
  46. 46. saffireeventsAfter Event“Immediate” recap
  47. 47. saffireevents
  48. 48. saffireevents
  49. 49. saffireevents
  50. 50. saffireevents
  51. 51. saffireeventsOrganized?How do you get
  52. 52. saffireevents© 2013 – Saffire Events®Editorial Calendar
  53. 53. saffireeventswww.SaffireEvents.com/calendar
  54. 54. saffireevents© 2013 – Saffire Events®Step 2: Build a listMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  55. 55. saffireevents© 2013 – Saffire Events®Starting from scratchOutlook contactsBoardof DirectorsVolunteersSponsorsExhibitorsPast PurchasersEtc.
  56. 56. saffireevents© 2013 – Saffire Events®Email signups on everypage
  57. 57. saffireevents© 2013 – Saffire Events®Ongoing - OnlineWhen people share anevent photoWhen they complete an online formOn Facebook, offer Likeand email signupOn Twitter, promote by teasing pending campaign
  58. 58. saffireevents© 2013 – Saffire Events®Ongoing - OfflineDoor prizeorsignup at eventsAnytime they purchase something
  59. 59. saffireeventsHave a Facebook ContestGoal = Email addressesUse a platform thatyou don’t ownTo get email addresses you do!
  60. 60. saffireeventsContest PrizesTickets(Autographed) MerchandiseExperiencesMeet& Greets
  61. 61. saffireevents
  62. 62. saffireevents
  63. 63. saffireevents© 2013 – Saffire Events®Step 3: Write itMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  64. 64. saffireevents© 2013 – Saffire Events®Use Your Calendar!
  65. 65. saffireeventsDon’t Tellthe Whole Story
  66. 66. saffireeventsGoal:Clicks to website!
  67. 67. saffireevents© 2013 – Saffire Events®one mainstorytwo smallerfeaturesTESTAGAINSTEACH OTHERtwo smallerfeaturesConsider a Pyramid
  68. 68. saffireeventsThe FormulaHeadlineImageText(short,with links)Callto actione.g.,“Click here to enter now!”
  69. 69. saffireevents© 2013 – Saffire Events®Encourage Sharing!
  70. 70. saffireevents© 2013 – Saffire Events®Step 4: Include good imageryMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  71. 71. saffireeventsOne that makes you click!What makes agood image?
  72. 72. saffireevents© 2013 – Saffire Events®Step 5: Strong subject lineMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  73. 73. saffireeventsGood content and imagesCLICKS…Good subject lineOPENS!
  74. 74. saffireevents© 2013 – Saffire Events®Good subject linesSomething recognizableAction wordsNot too spammy50 characters or less
  75. 75. saffireevents© 2013 – Saffire Events®BONUS POINTSTurn into Tweet120 characters, #and shortened URLTurn into Facebook post150 characters,image and no #
  76. 76. saffireevents© 2013 – Saffire Events®Step 6: Track the performanceMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  77. 77. saffireeventsYou’re notMarketing!If you’renot measuring,
  78. 78. saffireevents1TrackPER EMAIL
  79. 79. saffireeventsOpen Rate
  80. 80. saffireeventsClick-Through Rate (CTR)
  81. 81. saffireeventsResponserate – web visits, revenue
  82. 82. saffireevents2TrackOVER TIME
  83. 83. saffireeventsHouse File Size
  84. 84. saffireeventsChurn (% who leave your list)
  85. 85. saffireeventsCost/Email
  86. 86. saffireeventsRevenue/Email
  87. 87. saffireevents&SampleOPEN RATESVaries a lot by client9-15% on low end30-35% on high end
  88. 88. saffireevents© 2013 – Saffire Events®Highest open ratesGood subject lineClients who sell onlineClients with a strong brandSent at the right time/dayTuesday mid-morning, evenings & weekends
  89. 89. saffireevents&SampleCLICK RATESNot as much variance by clientAround 10-20%
  90. 90. saffireevents© 2013 – Saffire Events®Calls to Action = ClicksUse action wordsGet MoreInfo!Sign Up!Buy Now!MorePhotos!Don’t tell the whole story
  91. 91. saffireevents© 2013 – Saffire Events®Step 7: Learn and repeatMAKE A GAMEPLANCREATE A LISTOF RECIPIENTSWRITE THEMESSAGEINCLUDE GOODIMAGERYUSE A STRONGSUBJECT LINETRACK THEPERFORMANCELEARN ANDREPEAT
  92. 92. saffireeventsMOST SUCCESSFUL?Which ones have beenDOMORE!LEAST SUCCESSFUL?Which ones have beenTWEAKTHEM!
  93. 93. saffireeventsLearn and repeatHow have they affectedwebsite visits or revenue?What trends have you noticed that are actionable?
  94. 94. saffireevents© 2013 – Saffire Events®To reviewCreatean editorial calendarPrioritize email, especially during your eventIn this order, focus on integrating with social mediaFacebook, Twitter,YouTube,Pinterest/InstagramImprove your tracking
  95. 95. saffireeventsKendra WrightWWW.SAFFIREEVENTS.COM@SAFFIREEVENTSSAFFIREEVENT

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