IDM Bootcamp - A consumer-centric approach to email marketing - Kath Pay

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View the slides from Kath Pay's email Bootcamp at TFM&A, 26 February 2013

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IDM Bootcamp - A consumer-centric approach to email marketing - Kath Pay

  1. 1. A consumer-centric approach to Email Marketing   Kath  Pay   Consultant,  Trainer,  Speaker   Plan  to  Engage  
  2. 2. Your presenter – Kath Pay•  12+  years  of  experience   in  email  marke?ng    •  Email  Marke?ng   Consultant,  Trainer  &   Speaker  •  Lead  trainer  for  Email   Marke?ng  for  the  IDM   @kathpay
  3. 3. About Plan to Engage•  Email  Marke?ng  Strategy  •  Email  Design  &  Coding  •  Deliverability  Support  •  Email  Vendor  Selec?on  •  Conversion  Op?miza?on  •  Workshops  &  Training   Courses  www.PlanToEngage.com
  4. 4. Our exciting agenda!!•  What  do  we  look  for  in  an  email?  What  do  we   like  and  ac?on?  •  Introduc?on  to  what  our  customer’s  expect  of   us  •  Workshop  (this  is  the  exci?ng  part  J)  •  Present  your  results!  
  5. 5. Identify your objective•  Iden?fy  and  use  this  to  guide  your  customer  –   using:   –  Roadmap  to  success  through  design   –  Persuasive  copy   –  Clear  and  ac?onable  Call  to  Ac?ons  
  6. 6. Identify your customer’s objective•  Ideally  this  should  be  the  same  as  your   objec?ve  •  Ask  yourself:   –  What  are  their  expecta?ons?   –  Are  there  any  barriers  in  the  way?   –  Are  there  simple  things  I  can  do  to  assist?  i.e.   Customer-­‐centric  copy,  persuasive  CTA’s  
  7. 7. Create a wireframe
  8. 8. Effec%ve  Subject  Lines  Craft your Subject Line
  9. 9. Design for Graceful Degradation
  10. 10. Design for the Preview Pane
  11. 11. Focus your message•  Benefits  not  features  •  Email  only  offers  •  WIIFM?      
  12. 12. Consider your CTA’sA B+301%
  13. 13. Landing Page – essential to success
  14. 14. Test & Optimise!
  15. 15. Workshop•  Each  group  is  working  to  a  brief  •  Design  a  wireframe  for  the  brief  –  include:   –  From  Name   –  Subject  Line   –  Call  to  Ac?ons   –  Label  each  pod  
  16. 16. Thank you!And please stay in touch Kath@PlanToEngage.com   www.PlanToEngage.com  h_p://www.linkedin.com/in/kathpay   @KathPay    

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