Using Email to Engage your Market


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Email marketing is a cost-effective and widely used online marketing tool to acquire new customers and build loyalty with existing customers.
In this session, we discussed:
- The benefits of Email marketing
- How to develop effective email lists
- How to create compelling messages that get results
- How to measure and improve campaign results

Published in: Business
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Using Email to Engage your Market

  1. 1. Welcome!Using Email to EngageYour MarketDecember 7, 2012
  2. 2. Overview• Why Consider Email Marketing?• Building and Managing Quality Lists• Developing Effective Messages• Measuring Campaign Results• Getting Started• Email Campaign Peer Reviews
  3. 3. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Social Media • Email Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
  4. 4. Email Usage 210 billion emails sent per day 2 million emails sent every second 1.3 billion email users 516 million business email inboxes worldwide Globally, mobile users have surpassed desktop users
  5. 5. Marketers Using Email 92% of all marketers employ some type of email marketing 65% of marketers planned to increase email marketing spending in 2012, while only 3% planned to decrease11MarketingSherpa 2012 Email Marketing Benchmark Report
  6. 6. Key Benefits Highly targeted and immediate (dynamic, personalized content) Measurable and Cost effective Drive sales and up sell current clients Build customer loyalty
  7. 7. The Results  66% of email marketers surveyed agreed that email is the most cost effective marketing tool at their company.1  Marketers said they enjoy an ROI two to three times greater with email than any other direct marketing.1  Email marketing delivered a $40.56 return for each $1 spent in 2011 (Direct Marketing Association).21Forrester Research, 2Direct Marketing Association
  8. 8. Build Your List Organically Existing Customers Sales Leads Trade Shows & Events Sign Up Link in Email Signature Social Media Leverage Your Website Traffic with Sign Up Boxes on Your Website
  9. 9. Sign Up Form Examples
  10. 10. Tip: Keep sign up forms simpleand offer meaningful value toyour target audience. Letthem know what to expectand when to expect it.
  11. 11. List Segmentation Reach segments of your list with relevant messages Segmentation of your list can yield an increase in open rates of approximately 14% Possible segmentation methods  Demographics – gender, age, geography, company size, etc.  Behavior – email response, purchase history, browsing history, etc.  Customer Lifecycle – buyer vs. prospect, stage of customer journey, products/services purchased, etc.
  12. 12. Purchasing Lists?  Not recommended … but if you must:  Make sure your landing pages are aligned to your list’s interests.  Don’t mention the fact that it’s a rented/purchased list.  Test results against your other lists.  Don’t sacrifice quantity for quality.  Instead of using large list collectors, consider specialty lists (from trade publications, associations, trade shows, etc.)Source: B2B Magazine, E-Mail Marketer Insight
  13. 13. CANSPAM Compliance Put your contact info in footer of emails. Use a current email address. Have consent to contact your list. Offer immediate un-subscribe action.
  14. 14. When asked why recipientsstopped subscribing to opt-inemails, more than half saidthe content was no longerrelevant, and 40% said theywere getting too many offers.- Forrester Research
  15. 15. Attributes of Successful Messages Timely and relevant to the reader Not over-selling Clear and compelling calls to action Formatted to look good in multiple email clients Effective landing pages
  16. 16. Topics to Consider Upcoming events Special promotions Product reviews Insider information Free tips, expert advice Information that will help your readers
  17. 17. Email Message Examples
  18. 18. Landing Pages Clearly related to message content Simple call to action Less information is more Mobile friendly
  19. 19. Subject Lines Keep it simple Don’t be overly flashy or pushy Clearly and concisely describes the purpose/content of your email Directly relates to expectations you set with subscribers during the opt-in process
  20. 20. Designing for Readability Keep width to 600-650 pixels Test for compatibility with various email clients Consider responsive design for mobile devices Leverage the preview pane
  21. 21. Responsive Design for Mobile
  22. 22. Responsive Design Tips Single-column layouts that are no wider than 500 to 600 pixels work best on mobile devices. Links and buttons should have a minimum target area of 44 × 44 pixels. Keep your message concise, and place important design elements in the upper section of the message. Source: Campaign Monitor
  23. 23. Run Designand Spam Testing Source: Campaign Monitor
  24. 24. Basic Metrics to Track How many people you sent the email to How many opened it, how many times How many unsubscribed How many forwarded the email What links they clicked What they did after clicking a link
  25. 25. Overall U.S. Industry Averages Email Open Rate – 19.9% Email Click Through Rate – 5.4% Remember, the best benchmark is your own results. Analyze your results and pursue continual improvement. Source: 2012 Silverpop Email Marketing Metrics Benchmark Study
  26. 26. Hundreds of VendorsGood list of vendors at
  27. 27. Important Closing Considerations Running a campaign takes more than just having a platform. Ensure that you are managing your list well and developing great messages. Don’t forget marketing 101 – understand your target market and plan your campaigns with them in mind. Integrate your email marketing with other efforts.
  28. 28. Thank You!Upcoming Top Floor Technologies EventsGoogle Analytics Fundamentals (webinar)January 9, 2013 – 2:30 to 3:30 PM | Online WebinarMaximizing Your SEO Results (seminar)February 7, 2013 – 1:30 to 4:30 PM | Top Floor Technologies - New Berlin, WIvisit for details or to register
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