TACCM 2013 DIY Email Marketing

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Email marketing is not dead! It can be an effective communication tool for nurturing your community of students, staff, and potential recruits and donors. In this session, we will discuss the strategy and benefits behind email marketing and tactics for implementing email marketing campaigns - including how to get started building your list, crafting your message, and measuring your results.

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TACCM 2013 DIY Email Marketing

  1. 1. Katrina  Kokoska  DIY  Email  Marke.ng  @kkokoska  //  kkokoska@schipul.com  
  2. 2. Who  Am  I?  @kkokoska  
  3. 3. •  Why  email  marke7ng?  •  Ge;ng  started  •  Cra>ing  and  sending  messages  •  Measurement  and  management  What  We’ll  Cover  @kkokoska  
  4. 4. •  It  has  proven  value  •  Engaged  audience  •  Easy  to  measure  •  Messages  have  long  shelf  life  •  ROI  Why  Email  Marke.ng?  @kkokoska  
  5. 5. People  Find  it  Valuable  @kkokoska  
  6. 6. You  Have  an  Engaged  Audience  @kkokoska  40%  of  consumers  enjoy  receiving  a  substan7al  amount  of  marke7ng  emails  every  week  –  Blue  Kangaroo  
  7. 7. Easy  to  Measure  @kkokoska  
  8. 8. Longer  Shelf  Life  @kkokoska  • 23.6%  of  email  opens  occur  within  the  first  hour.  • A  Facebook  brand  post  will  get  half  of  it’s  reach  in  the  first  30  minutes.  
  9. 9. ROI  @kkokoska   hSp://THEWEBSHOPPE.NET/email-­‐marke7ng/cost-­‐comparison-­‐email-­‐marke7ng-­‐vs-­‐direct-­‐mail/  
  10. 10. ROI  Again  @kkokoska   hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-­‐Inves7ga7on-­‐Into-­‐the-­‐ROI-­‐of-­‐Direct-­‐Mail-­‐vs-­‐Email-­‐Marke7ng-­‐DATA.aspx  
  11. 11. ROI  Again  
  12. 12. Takeaways:  @kkokoska  
  13. 13. @kkokoska   hSp://www.flickr.com/photos/29647247@N00/60963915/  GePng  Started  1.  Define  objec7ve  2.  Choose  your  ESP  3.  Build  your  list  
  14. 14. •  Who  is/are  your  audience(s)?  •  What  is  a  conversion  for  them?  – Loyalty  program  – Referrals    – Lead  nurturing  – Closing  Why  are  you  doing  this?  @kkokoska  
  15. 15. •  Fully  managed  •  SaaS  •  In-­‐House  Choosing  your  ESP  @kkokoska  
  16. 16. •  Price  •  Commitment  •  Templa7ng  features  •  Repor7ng  •  Reputa7on  Choosing  your  SaaS  Solu.on  @kkokoska  
  17. 17. The  Usual  Suspects  @kkokoska  
  18. 18. List  Building  -­‐  Do’s  and  Don’ts  
  19. 19. •  Add  checkbox  to  offline  forms  •  Business  cards  •  Event  registrants  •  *Recent  consumers  DO:  Build  your  list  offline  @kkokoska  
  20. 20. •  Website  – Homepage  – Sidebar  – Contact  Form  – Check  out  – Event  Registra7on  •  Facebook  •  Blog  DO:  Build  your  list  online  @kkokoska  
  21. 21. DO:  Segment  your  list  @kkokoska  Emails  that  have  been  tailored  to  specific  audiences  through  segmenta7on  get  50%  more  clicks  than  their  counterparts.  –  Marke&ng  Sherpa  
  22. 22. DO:  Tell  them  what  they  will  receive  @kkokoska  
  23. 23. DO:  Build  trust  immediately  
  24. 24. DO:  Con.nue  growing  your  list  @kkokoska  
  25. 25. •  Buy  lists  •  Harvest  email  addresses  or  copy/paste  •  Precheck  the  box  •  Add  folks  to  more  lists  than  they  agreed  to  •  Send  to  folks  you  haven’t  sent  to  in  at  least  2  years  •  Anything  else  that  sounds  shady  DON’T!  @kkokoska  
  26. 26. Sender  Score:  Service  from  Return  Path.  Rates  sender  IP.  Sender  Reputa.on:  Also  calculated  by  email  networks  and  ISPs  Sender  Score/Reputa.on  @kkokoska  
  27. 27. Controlling  the  Assault  of  Non-­‐  Solicited  Pornography  And  Marke7ng  CAN-­‐SPAM  Act  of  2003  @kkokoska  EACH  separate  viola7on  of  the  CAN-­‐SPAM  Act  is  subject  to  penal7es  of  up  to  $16,000  
  28. 28. •  Define  objec7ves  first  •  Use  a  SaaS  solu7on  •  Build  your  list  thoughlully  across  offline/digital  proper7es  •  Don’t  be  shady    Takeaways:  @kkokoska  
  29. 29. Cra[ing  and  Crea.ng  Your  Message  1.)  List  2.)  Subject  Line  3.)  Message  4.)  Landing  page  5.)  Timing  hSp://www.flickr.com/photos/24687645@N00/2826029311/  
  30. 30. Do  it  first  Be  brief  and  explicit  Not  appropriate  for  the  hard  sell  Sense  of  urgency?  Avoid  SPAM  Terms  Localiza7on  not  personaliza7on  Use  your  company  name  Test  Subject  Lines  @kkokoska  
  31. 31. @kkokoska   hSp://www.mailermailer.com/  Subject  Lines  
  32. 32. The  Email:  Design  @kkokoska  
  33. 33. •  Your  CTA:  –  Above  the  fold?  –  All  roads  lead  to  CTA?  –  Short  and  powerful?  –  Redundant?  •  How’s  your  subject  line  holding  up?  •  Can  you  “Share  with  a  Friend?”  •  Have  you  integrated  your  other  digital  proper7es?  The  Email:  Message  @kkokoska  
  34. 34. •  How  does  it  hold  up  across  email  clients?  •  How  does  it  look  across  mobile  plalorms?  •  Can  you  view  in  browser  and  as  plain  text?  The  Email:  Technical  Considera.ons  @kkokoska  
  35. 35. @kkokoska  
  36. 36. 1.  Never  go  home  2.  Focused  value  proposi7on  3.  Clear  request  4.  One  step  conversion  The  Landing  Page  @kkokoska  
  37. 37. @kkokoska  The  Landing  Page  hSp://searchengineland.com/the-­‐value-­‐proposi7on-­‐test-­‐what-­‐is-­‐your-­‐pages-­‐cap7on-­‐141970  
  38. 38. @kkokoska  The  Landing  Page  
  39. 39. Timing  Considera.ons  @kkokoska  1.  Who  is  your  audience?  2.  What  7mezones  are  you  sending  to?  3.  What  is  it  you  are  asking  them  do?  
  40. 40. @kkokoska  
  41. 41. 1.  Use  an  explicit  subject  line  which  you  have  tested  2.  Be  consistent  with  your  branding  3.  Have  a  clear  CTA  which  links  to  a  focused  page  4.  Schedule  thoughlully  (earlier  is  beSer)  5.  TEST  TEST  TEST  Takeaways  @kkokoska  
  42. 42. Management  and  Measurement  hSp://www.flickr.com/photos/87434398@N00/136165399/  
  43. 43. •  Bounce  =  Undeliverable  email  – Hard  bounce  – So>  bounce  •  Bounce  Rate  =  #  hard  bounces/list  size  #1:  Bounce  Rate  @kkokoska  
  44. 44. @kkokoska  Average  Bounce  Rate  hSp://www.mailermailer.com/  
  45. 45. •  Unsubscribe  –  Opt  out  •  Unsubscribe  Rate  =  #  of  unsubscribes  /  list  size  #2:  Unsubscribe  Rate  @kkokoska  
  46. 46. @kkokoska  
  47. 47. •  Unique  Open  Rate  –  The  #  of  people  who  open  a  message  •  Open  Rate  =  #  of  opens  /  emails  sent  #3:  Open  Rate  @kkokoska  
  48. 48. @kkokoska  
  49. 49. •  Click  Thru  –  Clicking  a  link  in  message  •  Click  Thru  Rate  =  #  of  unique  clicks  /  #  of  links  X  recipients  #4:  Click  Rates  @kkokoska  
  50. 50. @kkokoska  
  51. 51. Conversion  –  Someone  did  the  thing  you  wanted  them  to  do.  Conversion  Rate  =  #  of  conversions  /  #  of  recipients  #5:  Conversion  Rate  @kkokoska  
  52. 52. Are  You  Set  Up  for  Tracking?  Are  your  defined  goals  set  up  for  tracking?  Have  you  set  up  e-­‐commerce?  
  53. 53. @kkokoska  Set  up  an  Assisted  Conversion  
  54. 54. 1.  Bounce/Unsubscribes  –  List  health  2.  Open/CTR  –  Content  3.  Conversion  –  Overall  performance  4.  TEST  Takeaways  @kkokoska  
  55. 55. Ques.ons?  Contact  Me!  Katrina  Kokoska    @kkokoska  kkokoska@schipul.com  

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