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Katrina	  Kokoska	  DIY	  Email	  Marke.ng	  @kkokoska	  //	  kkokoska@schipul.com	  
Who	  Am	  I?	  @kkokoska	  
•  Why	  email	  marke7ng?	  •  Ge;ng	  started	  •  Cra>ing	  and	  sending	  messages	  •  Measurement	  and	  managemen...
•  It	  has	  proven	  value	  •  Engaged	  audience	  •  Easy	  to	  measure	  •  Messages	  have	  long	  shelf	  life	 ...
People	  Find	  it	  Valuable	  @kkokoska	  
You	  Have	  an	  Engaged	  Audience	  @kkokoska	  40%	  of	  consumers	  enjoy	  receiving	  a	  substan7al	  amount	  of...
Easy	  to	  Measure	  @kkokoska	  
Longer	  Shelf	  Life	  @kkokoska	  • 23.6%	  of	  email	  opens	  occur	  within	  the	  first	  hour.	  • A	  Facebook	  ...
ROI	  @kkokoska	   hSp://THEWEBSHOPPE.NET/email-­‐marke7ng/cost-­‐comparison-­‐email-­‐marke7ng-­‐vs-­‐direct-­‐mail/	  
ROI	  Again	  @kkokoska	   hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-­‐Inves7ga7on-­‐Into-­‐the-­‐ROI-­‐of-­‐Dir...
ROI	  Again	  
Takeaways:	  @kkokoska	  
@kkokoska	   hSp://www.flickr.com/photos/29647247@N00/60963915/	  GePng	  Started	  1.  Define	  objec7ve	  2.  Choose	  you...
•  Who	  is/are	  your	  audience(s)?	  •  What	  is	  a	  conversion	  for	  them?	  – Loyalty	  program	  – Referrals	  ...
•  Fully	  managed	  •  SaaS	  •  In-­‐House	  Choosing	  your	  ESP	  @kkokoska	  
•  Price	  •  Commitment	  •  Templa7ng	  features	  •  Repor7ng	  •  Reputa7on	  Choosing	  your	  SaaS	  Solu.on	  @kkok...
The	  Usual	  Suspects	  @kkokoska	  
List	  Building	  -­‐	  Do’s	  and	  Don’ts	  
•  Add	  checkbox	  to	  offline	  forms	  •  Business	  cards	  •  Event	  registrants	  •  *Recent	  consumers	  DO:	  Bui...
•  Website	  – Homepage	  – Sidebar	  – Contact	  Form	  – Check	  out	  – Event	  Registra7on	  •  Facebook	  •  Blog	  D...
DO:	  Segment	  your	  list	  @kkokoska	  Emails	  that	  have	  been	  tailored	  to	  specific	  audiences	  through	  se...
DO:	  Tell	  them	  what	  they	  will	  receive	  @kkokoska	  
DO:	  Build	  trust	  immediately	  
DO:	  Con.nue	  growing	  your	  list	  @kkokoska	  
•  Buy	  lists	  •  Harvest	  email	  addresses	  or	  copy/paste	  •  Precheck	  the	  box	  •  Add	  folks	  to	  more	 ...
Sender	  Score:	  Service	  from	  Return	  Path.	  Rates	  sender	  IP.	  Sender	  Reputa.on:	  Also	  calculated	  by	  ...
Controlling	  the	  Assault	  of	  Non-­‐	  Solicited	  Pornography	  And	  Marke7ng	  CAN-­‐SPAM	  Act	  of	  2003	  @kko...
•  Define	  objec7ves	  first	  •  Use	  a	  SaaS	  solu7on	  •  Build	  your	  list	  thoughlully	  across	  offline/digital	...
Cra[ing	  and	  Crea.ng	  Your	  Message	  1.)	  List	  2.)	  Subject	  Line	  3.)	  Message	  4.)	  Landing	  page	  5.)	...
Do	  it	  first	  Be	  brief	  and	  explicit	  Not	  appropriate	  for	  the	  hard	  sell	  Sense	  of	  urgency?	  Avoid...
@kkokoska	   hSp://www.mailermailer.com/	  Subject	  Lines	  
The	  Email:	  Design	  @kkokoska	  
•  Your	  CTA:	  –  Above	  the	  fold?	  –  All	  roads	  lead	  to	  CTA?	  –  Short	  and	  powerful?	  –  Redundant?	 ...
•  How	  does	  it	  hold	  up	  across	  email	  clients?	  •  How	  does	  it	  look	  across	  mobile	  plalorms?	  •  ...
@kkokoska	  
1.  Never	  go	  home	  2.  Focused	  value	  proposi7on	  3.  Clear	  request	  4.  One	  step	  conversion	  The	  Landi...
@kkokoska	  The	  Landing	  Page	  hSp://searchengineland.com/the-­‐value-­‐proposi7on-­‐test-­‐what-­‐is-­‐your-­‐pages-­...
@kkokoska	  The	  Landing	  Page	  
Timing	  Considera.ons	  @kkokoska	  1.  Who	  is	  your	  audience?	  2.  What	  7mezones	  are	  you	  sending	  to?	  3...
@kkokoska	  
1.  Use	  an	  explicit	  subject	  line	  which	  you	  have	  tested	  2.  Be	  consistent	  with	  your	  branding	  3....
Management	  and	  Measurement	  hSp://www.flickr.com/photos/87434398@N00/136165399/	  
•  Bounce	  =	  Undeliverable	  email	  – Hard	  bounce	  – So>	  bounce	  •  Bounce	  Rate	  =	  #	  hard	  bounces/list	...
@kkokoska	  Average	  Bounce	  Rate	  hSp://www.mailermailer.com/	  
•  Unsubscribe	  –	  Opt	  out	  •  Unsubscribe	  Rate	  =	  #	  of	  unsubscribes	  /	  list	  size	  #2:	  Unsubscribe	 ...
@kkokoska	  
•  Unique	  Open	  Rate	  –	  The	  #	  of	  people	  who	  open	  a	  message	  •  Open	  Rate	  =	  #	  of	  opens	  /	 ...
@kkokoska	  
•  Click	  Thru	  –	  Clicking	  a	  link	  in	  message	  •  Click	  Thru	  Rate	  =	  #	  of	  unique	  clicks	  /	  #	 ...
@kkokoska	  
Conversion	  –	  Someone	  did	  the	  thing	  you	  wanted	  them	  to	  do.	  Conversion	  Rate	  =	  #	  of	  conversio...
Are	  You	  Set	  Up	  for	  Tracking?	  Are	  your	  defined	  goals	  set	  up	  for	  tracking?	  Have	  you	  set	  up	...
@kkokoska	  Set	  up	  an	  Assisted	  Conversion	  
1.  Bounce/Unsubscribes	  –	  List	  health	  2.  Open/CTR	  –	  Content	  3.  Conversion	  –	  Overall	  performance	  4....
Ques.ons?	  Contact	  Me!	  Katrina 	  Kokoska 	  	  @kkokoska	  kkokoska@schipul.com	  
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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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Transcript of "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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