Everything you always wanted to know about email marketing - in 20 minutes

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Everything you always wanted to know about email marketing - in 20 minutes

  1. 1. Everything you always wanted to know about email marketing - in 20 minutes  Tamara Gielen - @tamaragielen
  2. 2. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Who is Tamara Gielen? • @tamaragielen • 15+ years of experience in digital communications • Author of “Be Relevant” www.b2bemailmarketing.com • Co-founder of Bizcamp.be www.bizcamp.be Next edition: Kortrijk, 3 June
  3. 3. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Brands I’ve worked with
  4. 4. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Upcoming courses Brussels, 2 June 2014 Advanced email marketing masterclass Antwerp, 18 June 2014 Turning visitors into customers – a roadmap to B2B marketing automation http://training.plantoengage.com
  5. 5. Elements to success
  6. 6. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com The “envelope” Sender name Subject line Preview Pane
  7. 7. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com 8 approaches for subject lines 1. Ask a question 2. Make it sound urgent 3. Be specific 4. Include a call-to-action 5. Announce something 6. How to… 7. Use numbers 8. Peak their curiosity
  8. 8. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Strong Headline & Call to Action
  9. 9. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Is your copy scannable?
  10. 10. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com How to get your message across • Keep it simple – don’t make them think • Write for a 12-year-old • No needless repetition • Keep it short
  11. 11. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Keep it short! • Short sentences (12 words on average) • Short paragraphs (3 sentences max) • Subtitles • Bullet points
  12. 12. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com How to write a persuasive call-to-action Ask yourself 2 questions: 1. What is my prospect’s motivation for clicking this button? 2. What is my prospect going to get, when he/she clicks this button?
  13. 13. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Don’t hide the CTA in an image
  14. 14. When it comes to building a quality list…
  15. 15. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com 4 fundamental elements Visibility WIIFM Ease of use Welcome
  16. 16. Visibility
  17. 17. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Visibility
  18. 18. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
  19. 19. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Beyond your website
  20. 20. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Use Facebook status updates
  21. 21. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Tweet about it
  22. 22. What’s in it for me?
  23. 23. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com What’s in it for me?
  24. 24. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
  25. 25. Ease of use
  26. 26. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Ease of use
  27. 27. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Short is better than long Short (5) Conversion: 13.4% Cost per: $31.24 Medium (7) Conversion: 12.0% Cost per: $34.94 Long (9) Conversion: 10.0% Cost per: $41.90
  28. 28. Welcome
  29. 29. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Welcome New Subscriber
  30. 30. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com
  31. 31. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Activation / Onboarding Day 1 Day 3 Day 5
  32. 32. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Activation / Onboarding Day 8 Day 12 Day 15
  33. 33. ©2014 Plan To Engage – all rights reserved – www.PlanToEngage.com Questions? Contact me: Email: Tamara@PlanToEngage.com Phone: 0477 666 930 Web: www.PlanToEngage.com Connect with me: Twitter: @tamaragielen Linkedin: www.linkedin.com/in/tamaragielen

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