This is a presentation covering the basic overview of email marketing strategy in a digital marketing world. Originally presented on 2-28-17 at Sync/Space in Kingsport, TN

1. The Creative Entrepreneur’s
Guide To: Email Marketing
presented by:
Coeli Ayres & Heath Guinn
02.28.17

2. » Background & Entrepreneur
» Tried and failed to be employed
» How I managed
About me: Heath Guinn

3. About me: Coeli Ayres
Strategist
Analyst with an affinity for
the big picture and the
bottom line
Book worm
Self-taught by nature with an
addiction to reading anything
and everything
Half & Half
Raised in a family of
musicians, but a total science
nerd...and musician
Rolling stone
Constantly trying new things,
working on new ideas, and
exploring new approaches

4. What’s Sync.Space?
» Our two objectives:
⋄ To fit your business
⋄ To connect

5. Why Kingsport?
» What is happening here..
» How creative entrepreneurs are a perfect match

6. Overview
THE POWER OF EMAIL

7. The landscape of
email marketing
» Where does email fit in a digital strategy?
» How do I build a list?
» Is email marketing relevant?

8. MARKETING 101: POSITIONING
WHAT ARE YOU SELLING?
Aside from physical goods or services, what emotion or lifestyle are you selling?
Fresh fish Office supplies
Catering Gallery art

9. MARKETING 101: POSITIONING
TO WHOM ARE YOU SELLING?
What do your consumers respond to? ...what
are their motivations?
Moms, aged 28-40
Dancers, 35mi radius of 63103
Fitness fans, gross $110k+

10. Email: part of the big picture
» Digital tool belt:
⋄ Social media
⋄ Web presence
⋄ Online advertising
⋄ Email marketing
‘Be where your consumers are, know what
your consumers want...’

11. Lists & Leads
» How do I build a list?
⋄ Web forms
⋄ Social media
⋄ Sign-up sheet
⋄ List purchasing
⋄ Shopping opt-in
⋄ Blog prompts

12. Email in 2017
» Is email relevant compared to other
mediums?
⋄ The power of personalization
⋄ Consumer proximity
⋄ Part of the purchase journey
“EMAIL MARKETING moves the conversation about your
business to a more personal environment — the inbox.”
--Copyblogger

13. ARE YOU
MOBILE-FRIENDLY?
71.2% of users who cannot get an email to load
properly will delete it immediately, (EmailMonday, 2016)
65.4%
of email users
globally are
MOBILE
(MarketingProfs, 2017)

14. WHAT DO YOU WANT THEM TO DO?
Make a
purchase or
take advantage
of a sale
Respond to
your email
Learn more
about your
brand
Take action &
Make an appt
or sign up

15. Anatomy
OF AN EMAIL

16. Remember, you’re
marketing to a
human.
» What would you want to
find in your inbox?
» What types of information
would be relevant to that
person’s life?

17. Subject Lines
Don’t do this...

18. “DON’T SELL WHAT’S INSIDE,
TELL WHAT’S INSIDE…” MailChimp)

19. Subject Lines
Do this...

20. PERSONALIZING EMAIL SUBJECT LINES
INCREASED TRANSACTION RATES BY 49% &
REVENUE PER EMAIL BY 73% (MarketingSherpa)

21. Creating Content
What to include for best results: Masthead

22. Creating Content
What to include for best results: Feature

23. Creating Content
What to include for best results: Call-to-action

24. Creating Content
What to include for best results: Social links

25. Strategy
EMAIL MARKETING & KPIs

26. WATCH OUT.
» Do not send email without permission via
CAN-SPAM regulations
» Keep an eye out for mass un-subscribes &
what frequency works best for your list
» Use a list scrubbing service periodically, or for
lists you haven’t used in a while

27. Tri-Fecta of Email Marketing
Check-In
Prompt them to update
their preferences, their
interests, and share
feedback
Provide value
Give them a reason to
open your emails...and
keep opening your
emails
Test, re-test, test again
Headlines, images, body copy,
frequency, organization, color
schemes --you can [and should]
test it all

28. PEOPLE UNSUBSCRIBE BECAUSE :
33% EMAILS ARE TOO FREQUENT
24% CONTENT IS REPETITIVE/BORING
(SocialTimes)

29. Real life
TRIALS & TRIBULATIONS

30. What is the ‘red tape’ keeping you from
building your email strategy?

31. Name a challenge you’ve had with email
marketing you’ve worked through
--or maybe still struggle with?

32. THANKS!
Any questions?
You can reach us at
» @CoeliAyres
» @HeathGuinn
» meet@sync.space

33. The Creative Entrepreneur’s
Guide To: Email Marketing
presented by:
Coeli Ayres & Heath Guinn
02.28.17