Whereoware - Making email work for you

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Email marketing is the best way to improve customer retention, increase brand awareness, generate sales and nurture new prospects.

Learn where to place your email opt-in form, email best practices and how to measure the success of your email marketing campaigns.

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  • Making Email Work for You Start building and using your email list.  This session covers strategies and tactics on creating an email list and then using email to stay front of mind with your best customers and prospects alike.  Targeted for both retailers and designers alike, Eric will give easy to execute advice on how to take advantage of this highly measurable and affordable marketing channel.Should add a IMC / LV Market Logo/ branding
  • Animate?
  • Can we somehow highlight our B2C? Do we have the biggest ones ID’d for B2C?
  • Can we add a little life to this?
  • http://marketingland.com/infographic-email-isnt-dead-273911.2 hours – average time spent reading and answering emails per week$40 for every $1 invested in email (comparable to X$ in print and other mediums)Doesn’t get the attention that the more trendy social media applications do, but email still reigns in terms of reach and cost effectiveness…
  • http://marketingland.com/infographic-email-isnt-dead-273911.2 hours – average time spent reading and answering emails per week$40 for every $1 invested in emailPresent in context of what similar numbers are for other mediums. What is the best way to preesent this in terms of flow??? Just one slide?
  • Do we need to balance this with a “what its not good for?”It is a dull slide…how to Jazz? Can we end section with a bang?
  • Stats? Opening language? How to set up importance of this topic
  • Can we also show a below the fold example? A series of bad decisions…
  • How do we drive home the point? Great info, how to show contrast and result?
  • Use your website: Can we animate to show how it works?
  • http://www.experian.com/assets/cheetahmail/white-papers/acquisition-and-engagement-tactics.pdfConfusing 33% of 25%? That is only 8% total….doesnt sound like a winTransition is/....make it easy and part of your everyday interaction with customers (POP, phone, etc)
  • Add QR codes that link to a simple online registration page to print materials (bags and bag stuffers, print ads, catalogs, store signs and other point-of-sale promotions).Kind of a good idea, bad idea presentation of the QR code (show some examples of the list above….)Also need to show how it works…
  • In-store or POS tablets or kiosks allow shoppers to add their names and email addresses to your database
  • Feature your email registration prominently on your fan page and periodically post an appeal to signup. “Register to get a 20% off coupon”What you CAN’T DO: Don’t’ harvest email addresses or use automated means to randomly generate addresses (CAN-SPAM)http://www.epolitics.com/2011/11/03/using-social-media-to-build-your-email-list-and-vice-versa/Need to give primer on CAN – SPAM. Maybe present as a do and don’t list
  • Refer-a-friend:Bullet and “some stats” seems a little vague…Should this be one of the best practices and layered in the earlier slide?
  • Pricing information:MailChimp (cheapest)– Free – and up from there based on number of subscribersConstant contact – try it free for 60 days then $15/month to start and up from there based on the number of subscribersCampaign monitor - $9/month - $700/month depending on subscribers and emails sent
  • Checklist and matrix. Add a weighting system? Is there a produced checklist out there?
  • Maybe a winding road graphic or something to tie it together…
  • Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000
  • Anatomy Class
  • I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
  • I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
  • I like the participatory method but worry that we are giving this class to Colonial’s retail customers. Is there another example from the Spop conference?
  • This is really good
  • This is really good
  • This is really good
  • This is really good
  • Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
  • Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
  • Is this mobile? 43% of users open emails on a mobile device according to litmus (https://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs)
  • Are these listed in right order?
  • Are these listed in right order?
  • Are these listed in right order?
  • Are these listed in right order?
  • Are these listed in right order?
  • Add your postal addresses to all emailsInclude a clear unsubscribe mechanismHave a process for handling unsubscribes within a 10-day windowDon’t share your unsubscribes with any other entity seeking to send emailsEach separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000Maybe this goes in the CAN –SPAM area…
  • Add your postal addresses to all emailsInclude a clear unsubscribe mechanismHave a process for handling unsubscribes within a 10-day windowDon’t share your unsubscribes with any other entity seeking to send emailsEach separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000Maybe this goes in the CAN –SPAM area…
  • Maybe a winding road graphic or something to tie it together…
  • Don’t waste the opportunityNeed consistency on bullets
  • Don’t waste the opportunityNeed consistency on bullets
  • Don’t waste the opportunityNeed consistency on bullets
  • Don’t waste the opportunityNeed consistency on bullets
  • Don’t waste the opportunityNeed consistency on bullets
  • Branding infoThanks/welcomeWhat to expectOffer/incentiveCall-to-actionNo e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • No e-commerce enabled siteBest practices still applyMake the call-to-action to like you on FB, follow you on Twitter, or come into the store and purchaseDesignersBest practices still applyContent becomes keyI can’t relate check boxes – is there a context for them?
  • Designers may not have best sellers, but they may have awards they won or most popular blog posts.Non-ecommerce sites call to action should be to shop in the store.
  • Not sure of direction here
  • Urgency works wellDoesn’t just have to be for e-commerce sites. See limited email for in-store promotion email.Designers can run contests.Maybe Urgency is the title
  • Maybe a winding road graphic or something to tie it together…
  • Google analyticsLooks intimidating. Should we use a chart/graph? Couple of slides? Key metrics: Need to keep it simple and digestibleList SizeOpenClickConversion
  • Silverpop’s 2013 Email Marketing Study: http://www.marketingprofs.com/charts/2013/10751/email-open-and-click-through-rates-benchmarks-by-industryUnsubscribe from mailchimp and constant contact Constant Contact stats http://support2.constantcontact.com/articles/FAQ/2499
  • Maybe beef this up and make it a couple slides
  • Whereoware - Making email work for you

    1. 1. Making email work for you 7-29-13
    2. 2. Who we are • Founded in 1999 • Digital marketing agency focused on gift + home • 50+ email clients both B2B and B2C • Eric Dean - President
    3. 3. Some of our clients
    4. 4. What we are covering • Why email • Building your email list • Choosing your platform • How to start • Email examples • Measuring success
    5. 5. WHY EMAIL
    6. 6. 3,550,000,000 Email is not dead 1,110,000,000 500,000,000 http://marketingland.com/infographic-email-isnt-dead-2739 NUMBER OF ACCOUNTS 78% 73% 70% http://www.slideshare.net/roonitta/study-how-addicted-are-we-to-facebook-mobile MOST POPULAR ACTIVITY ON SMARTPHONES
    7. 7. Email is not dead 77% 6% 5% HOW CONSUMERS PREFER TO RECEIVE PERMISSION-BASED MARKETING http://waldowsocial.com/more-proof-that-email-marketing-is-not-dead/ = $1 $40 http://www.the-dma.org/annualreport/ANNUAL_REPORT- COMPLETE_PDF_WITH_FINANCIALS.pdf EMAIL ROI SOCIAL ROI $1 = $1.50 http://www.bzzagent.com/blog/post/roi-social-marketing-150/
    8. 8. What’s it good for Generate brand awareness Increase customer retention Nurture new prospectsGenerate sales
    9. 9. BUILDING YOUR EMAIL LIST
    10. 10. 56% of websites hide the opt-in form at the bottom THE FOLD
    11. 11. Moving it to the top can create a lift between 50-500% lift
    12. 12. Using a pop-over resulted in a 200-400% lift
    13. 13. Point-of-sale collection
    14. 14. Point-of-sale collection
    15. 15. Point-of-sale collection Only 35 percent of small businesses use an email sign-up sheet at point of sale.
    16. 16. 10-15% of likes will sign up for you email list
    17. 17. Refer a friend 10-20% of your customers will put in two or more email addresses
    18. 18. CHOOSING YOUR PLATFORM
    19. 19. Email service providers Features Ease of use
    20. 20. Some key questions to ask Questions to ask ESP 1 ESP 2 ESP 3 Number of subscribers it supports Number of emails you can send each month Type of reporting Template support A/B testing capability The ability to segment your list Automated mailings
    21. 21. HOW TO START
    22. 22. CAN-SPAM reference • Don’t use misleading sender or subject lines • Add your postal addresses to all emails • If your email list isn’t opt-in, include a clear notice that states the email is an advertisement • Include a clear unsubscribe mechanism • Have a process for handling unsubscribes within a 10-day window • Don’t harvest email addresses or use automated means to randomly generate addresses • Don’t share your unsubscribes with any other entity seeking to send emails
    23. 23. The parts of an email SUBJECT LINE BODY FOOTER
    24. 24. The parts of an email SUBJECT LINE
    25. 25. Understanding value proposition • Why should your customers purchase from you instead of from a competitor? • Some common value props: • Newness • Price • Quality • Selection • Service • Does it have appeal + exclusivity? • Be clear and concise: what are the benefits to your customers?
    26. 26. Subject line best practices • 50 characters or less • Contains value proposition • Front-loaded • Don’t use misleading sender or subject lines (CAN- SPAM)
    27. 27. A/B test subject lines 15.2% 17.1% 15.6% 13.5% Subject line Save Big with Free Freight on Easter Free Freight on Easter Cut Freight Costs with Free Freight Spring Special: Free Freight on Easter Open rate A B C D Which subject line won?
    28. 28. A/B test subject lines 15.2% 17.1% 15.6% 13.5% Subject line Save Big with Free Freight on Easter Free Freight on Easter Cut Freight Costs with Free Freight Spring Special: Free Freight on Easter Open rate A B C D Which subject line won?
    29. 29. A/B test subject lines 15.2% 17.1% 15.6% 13.5% Subject line Save Big with Free Freight on Easter Free Freight on Easter Cut Freight Costs with Free Freight Spring Special: Free Freight on Easter Open rate A B C D 27% lift Which subject line won?
    30. 30. A/B test subject lines 13.8% 12.5% 12.6% 14.8% Subject line It’s National Fragrance Day! Free Shipping on your favorite scents! Celebrate National Fragrance Day with FREE SHIPPING! Happy National Fragrance Day! Free Shipping on us! FREE SHIPPING for National Fragrance Day! A B C D Open rate Which subject line won?
    31. 31. A/B test subject lines 13.8% 12.5% 12.6% 14.8% Subject line It’s National Fragrance Day! Free Shipping on your favorite scents! Celebrate National Fragrance Day with FREE SHIPPING! Happy National Fragrance Day! Free Shipping on us! FREE SHIPPING for National Fragrance Day! A B C D Open rate Which subject line won?
    32. 32. A/B test subject lines 13.8% 12.5% 12.6% 14.8% 18% lift Subject line It’s National Fragrance Day! Free Shipping on your favorite scents! Celebrate National Fragrance Day with FREE SHIPPING! Happy National Fragrance Day! Free Shipping on us! FREE SHIPPING for National Fragrance Day! A B C D Open rate Which subject line won?
    33. 33. The parts of an email SUBJECT LINE BODY Content Layout
    34. 34. Body best practices • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call-to-action • If your email list isn’t opt- in, state the email is an advertisement. (CAN- SPAM)
    35. 35. Body best practices • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call-to-action • If your email list isn’t opt- in, state the email is an advertisement. (CAN- SPAM)
    36. 36. Body best practices • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call-to-action • If your email list isn’t opt- in, state the email is an advertisement. (CAN- SPAM)
    37. 37. Body best practices • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call-to-action • If your email list isn’t opt- in, state the email is an advertisement. (CAN- SPAM)
    38. 38. Layout best practices • Has a good eye path Layout S-curve
    39. 39. Layout best practices • Has a good eye path • 600 pixels wide Layout 450 px
    40. 40. Layout best practices • Has a good eye path • 600 pixels wide • Combats image blocking Layout poor use of alt-text
    41. 41. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    42. 42. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    43. 43. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    44. 44. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    45. 45. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    46. 46. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    47. 47. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    48. 48. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    49. 49. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    50. 50. Critique the email • It is clear who the email is from • Top left portion is optimized • Contains value proposition • Contains a single descriptive call- to-action • Good eye path
    51. 51. The parts of an email SUBJECT LINE BODY FOOTER
    52. 52. Footer example • Include a clear unsubscribe mechanism (CAN-SPAM)
    53. 53. Footer example • Include a clear unsubscribe mechanism (CAN-SPAM) • Add your postal addresses to all emails (CAN-SPAM)
    54. 54. NO BRAINER EMAILS
    55. 55. Welcome emails • Branding info • Thanks/welcome • What to expect • Offer/incentive • Call-to-action
    56. 56. Welcome emails • Branding info • Thanks/welcome • What to expect • Offer/incentive • Call-to-action
    57. 57. Welcome emails • Branding info • Thanks/welcome • What to expect • Offer/incentive • Call-to-action
    58. 58. Welcome emails • Branding info • Thanks/welcome • What to expect • Offer/incentive • Call-to-action
    59. 59. Welcome emails • Branding info • Thanks/welcome • What to expect • Offer/incentive • Call-to-action
    60. 60. Welcome emails
    61. 61. Welcome emails
    62. 62. Welcome emails
    63. 63. Welcome emails
    64. 64. Welcome emails
    65. 65. Welcome emails
    66. 66. Best sellers
    67. 67. New product
    68. 68. Sales/promotions
    69. 69. MEASURE, MEASURE, MEASURE
    70. 70. Measuring success c
    71. 71. Benchmarks .214%17.5% 2.7% OPEN RATES CLICK RATES UNSUBSCRIBE RATES
    72. 72. Key takeaways • Email works • Start building your email list today • Choose your ESP based on your needs over the next 3-5 years • Understand + use your value proposition • Measure everything
    73. 73. Questions Eric Dean President edean@whereoware.com GET IN TOUCH Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog

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