Threesides Email Marketing Essentials 2014

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Email marketing essentials for business. 10 steps for awesome email marketing.

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Threesides Email Marketing Essentials 2014

  1. 1. Email Marketing Essentials
  2. 2. Housekeeping
  3. 3. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  4. 4. We help these people with their email marketing: Capital Region Farmers Market – Centenary of Canberra - DDCS Family Lawyers - Destination Marketing Store - Get it Done in Young - Old Bus Depot Markets – RGT - Shoalhaven Holidays - Tallagandra Hill Winery - Threesides - Visit Balranald - 3infun - ACT Exporters Network - ACT RUC Club - Batemans Bay Beach Resort - Canberra and Capital Region Tourism Awards - Canberra and Capital Region Truffle Festival - Canberra Furnished Accommodation - Canberra Home Builders - Canberra Wines - Cataldo's Salon - Country Guesthouse Schonegg – CountryLink - Developing Agents - Durras Lake North holiday Park - Eurobodalla Coast Tourism - Freedom in Action - gallerytwentyseven - col ellis photography - Hands Across Canberra - Jane Brown Pearls - Jonny Cosmopolitan - Just Cuts Canberra - Lantern Thredbo Apartments – Newcast - Ondina Communications - PCA People - Pleasurelea Tourist resort & Caravan Park - Ride Canberra - Sportsmans Warehouse - The Country Store - The Long Paddock - Tourism Snowy Mountains - Trevs @ Dickson - Young Tourism
  5. 5. Your Online Marketing Tactics
  6. 6. Where does email fit within your digital marketing tactics? Digital Tactics WEBSITE & Content LOCAL Listings + directories LINKS connections ADVERTISING: AdWords + Facebook SEARCH SEO / Content EVALUATION: Analytics + Webmaster tools SALES & Distribution: e-conmerce DIRECT: Email marketing SOCIAL Media + Review Sites
  7. 7. Jargon EDM Open rate Click throughs Subscribers Bounce rate – Hard + Soft Hosted system Analytics
  8. 8. Vision 6 January – June 2013 Email Marketing Metrics Report Unique Open Rates by Industry
  9. 9. Unique Click Through Rates by Industry Vision 6 January – June 2013 Email Marketing Metrics Report
  10. 10. 10 steps for email marketing 1. Setting your goals 2. Develop a schedule 3. Find a system 4. Capture your audience 5. Create your content 6. Design your email 7. Testing 8. Sending 9. Monitoring 10. Being awesome
  11. 11. 1. Set your goals
  12. 12. • Sales • Updates • Promotion • Engagement • Brand building • Promoting products or services • Highlighting achievements • Invitations • Catalogue Understand your goals
  13. 13. 2. Develop your schedule
  14. 14. Develop a send schedule • Weekly, Monthly, Quarterly • Scheduled or ad-hoc • Find the time that’s right for your business Too little = Marketing to strangers Too much = Email burnout and unsubscribes Note: a frequent sending pattern might work initially, but eventually recipients tire of the frequency and start marking your mail as spam.
  15. 15. AVOID EMAIL BURNOUT
  16. 16. 3. Choose a hosted email system
  17. 17. Choose a hosted email system Campaign Monitor (Pick of the bunch) Mailchimp Constant contact Vertical Response Vision 6 Silver Pop (Enterprise grade) Threemail (Threesides CM)
  18. 18. https://vimeo.com/36948021 Hosted email editor demo
  19. 19. • White listed servers • Auto list management • Built in templates • Mobile compliant • SPAM compliant • Coded properly • Integrated analytics • No big emails or attachments • Save massive headaches for your IT people (Trust me!) Why go hosted?
  20. 20. Costs D.I.Y. Assisted Account Setup costs – account, lists, settings, analytics Your time – learning + doing Included with template costs Template design Use a pre-designed template $800 - $1300 ($500 template only) Content development Your time and skills $50-$150/hr Send costs 1-5c / subscriber average 1-5c / subscriber average Website integration Your time and skills $50-$150/hr Strategy and planning Your time and skills $50-$150/hr
  21. 21. Should I send emails from my website system? Before you ask the answer is NO!
  22. 22. 4. Find your audience: List building
  23. 23. • Website opt-in form • Competitions • Surveys • Trade shows / Expos • Sign up and win • Business cards (with Permission) • Social media forms and links Build and they will read...
  24. 24. Be one with your audience.
  25. 25. 5. Create your content
  26. 26. • Clear call to action • Relevant information • Balanced content • Good images • Short messages with a read more (Click to read) • More links=more clicks • Call to action in the top section of the email Create your content
  27. 27. • Headline (linked) • Link in first sentence • Scannable text • Close with a call to action • Clear image (linked) Writing a good article
  28. 28. 6. Design your template
  29. 29. • Start with a pre-designed template • Customise to match your website • Keep it consistent with your brand • Make it mobile responsive • Make it SPAM law compliant • Integrate analytics • Alt Tag images (image blocking) Design your template
  30. 30. 7. Test your newsletter
  31. 31. • Pre send test: – Subject Line & From Name and Address – Spelling & grammar – Links – Layout – Personalisation • SPAM & Design test • (A/B test) (Subject Line, From Name, Content) • Test your website, email and telephone • Ask your customers Test your newsletter
  32. 32. 1.Unsolicited commercial electronic messages must not be sent 2.Commercial electronic messages must include accurate sender information 3.Commercial electronic messages must contain a functional unsubscribe facility 4.Emails must be double opt-in 5.Emails must contain Australian Contact address details Look it up! Industry code of practice - http://www.acma.gov.au/theACMA/Library/Industry- library/Marketers/spam-code-of-practice SPAM Act 2003 – http://www.comlaw.gov.au/Details/C2005C00382 SPAM Compliant EDM
  33. 33. 8. Send your newsletter
  34. 34. • Send it right now? • Schedule it – find the best day and time • Be available after you send – get your staff ready Send your newsletter
  35. 35. 9. Monitor your stats
  36. 36. • Open rates • Click through rates • Website activity • Bounce rates • Unsubscribe rates • Complaint rates • Browser usage Monitor your stats
  37. 37. 10. Become an Awesome EDM’er
  38. 38. • List Segmentation • Auto responder welcome emails • Customised preference centre • Retargeting • Automated email learning series • Develop EDM plan +12 month schedule • Implement ongoing list building • Test, test and test some more • Calculate your return on investment Become an Awesome EDM’er
  39. 39. Get started
  40. 40. Get Started Now 1. Setting your goals 2. Develop a schedule 3. Find a system 4. Capture your audience 5. Create your content 6. Design your email 7. Testing + Sending 8. Monitor your stats and results 9. Being awesome
  41. 41. Stay In Touch www.actdigitalenterprise.com.au www.threesides.com.au www.facebook.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides

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