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Email marketing - Riithink
- 1. Email Marketing - Best Practices
- 2. About Patrick Smith Patrick Smith, founder of Chapel-Hill based marketing agency Riithink, is an Ironman, tech entrepreneur and solutions architect. Patrick received his Bachelor's Degree in computer science from UNC Wilmington. Prior to starting Riithink, Patrick led multiple multinational eCommerce companies. With extensive knowledge in the digital space, Patrick started Riithink in 2009 and has since expanded the agency to service small businesses, mid- markets and mega corporations. Patrick enjoys cycling and spending time with his wife and three children.
- 3. Overview Riithink will show you: 1) Current trends relative to email marketplace 2) Why you need to focus more of your marketing efforts on email marketing 3) Email list growth, email design and sending strategies that will inspire you to get closer to your customers 4) How to retain email customers once you get them What we’ll learn today
- 4. Email Marketing Converts More Email Marketing converts more online shoppers than other form of online marketing
- 5. Why Email Marketing? Nearly everyone has an email address (4.3 billion addresses projected for 2016) Easy to acquire addresses Email customers more likely to buy Perfect for B2B and B2C Cost-effective marketing - 108 billion promotional/business emails sent in 2014 for good reason! Incredible ROI Fundamental for customer retention Is email right for you?
- 6. Email Marketing Stats $44.25 For every $1 spent, this is the average return on email marketing investment. That is staggering 4,300% ROI. (Direct Marketing Association - 2014) 44% 138% Of email recipients made at least one purchase last year based on a promotional email (Convince and Convert) More money is spent by people who buy products marketed through email compared to those who not receive email offers (Convince and Convert) Statistics
- 7. Direct Mail vs. Email Avg. $0.60 per piece Delivery unknown Printing, logistics Avg. $0.006 per piece Delivery confirmed Design, send Which is best for you?
- 8. Email ECOSYSTEM marketing lifecycle Acquire Promote Convert Retain 1 2 3 4 Marketing ecosystem
- 9. Vernacular ● Bounces / bounce rate: # of emails not delivered ● Open rate: number of opens as a% of total sends ● Click through rate: directly correlates to your CTA ● Revenue per email: total $ / # sent ● Subject line: directly correlates to open rate ● Modal or popup: interstitial request to grab visitor email Soft: mailbox full or not able to receive Hard: email is not valid
- 10. General types of emails ● Branding: mission, values, story... ● Thank you: for your order, visit... ● Triggers: order and shipment confirmation, abandon cart, back in stock, wish-list, anniversary, birthday, welcome series, product views, product search, segmentation... ● Promotional: 20% off product, product category, site bound, new bound arrivals, deal of the day
- 11. Acquire / List growth strategy In Store Paper POS QR Code iPad / Tablet Online Modal popups Newsletter forms Checkout flow Registration Social Media How do I grow my list?
- 12. Promote / Email design & development Mobile Friendly / Responsive Design - 48% of emails are opened on a mobile device Subject Lines- 10 to 40 characters Less images / concise text - 80:20 Text to Image Ratio Clear Call to Action - One CTA per email Design for clickability, develop for deliverability Design for success
- 13. Convert / Sending Strategies Daily / Weekly / Monthly - What drives traffic and revenue? Special Occasions - Birthdays / Anniversaries / Holidays Welcome series / Drip marketing / Automation Consistency / think “Campaigns” Promotional strategy
- 14. Retain / Mitigate attrition Segmentation / tailored messaging Relevancy matters Keep it fresh / minimize attrition Provide options / manage preferences Keeping customers happy
- 15. If you are not in your customer’s inbox, chances are your competition is Are you a retailer and not doing email marketing? ● you are missing out on revenue ● missing new customers ● building a loyal customer base ● retaining your most loyal customer
- 16. If you are not in your customer’s inbox, chances are your competition is Are you a retailer and not doing email marketing? ● you are missing out on revenue ● missing new customers ● building a loyal customer base ● retaining your most loyal customer
- 17. Riithink Your Web Strategy Contact Phone: (919) 903-9274 Email: hello@riithink.com Our office 400 W. Rosemary St. Suite 1004 Chapel Hill, NC 27516 Digital Home www.Riithink.com @riithink