Email: Your Direct Path to Driving Audience & Customers by Daniel R. McCarthy

1. Drive Business With A Direct
Connection
Dan McCarthy
CEO, Taunton Press

2. Break through the stream

3. 72% of consumers say that email is their
favored conduit of communication with
companies they do business with. 61% say they
like to receive promotional emails weekly.
122 billion emails sent every hour
250+ million US consumers with email
addresses

6. HOW TAUNTON USES EMAIL

8. The Audience Engagement Pyramid
PRODUCT
MEMBERS
SUBSCRIBERS
SOCIAL
EMAIL
WEBSITE
PROSPECT
15,000
20,000
150,000
250,000
350,000
1 million
~30 Million

9. 2.5 million email subscribers
1.3 million eletter subscribers who
get 4 emails per month.
1.2 million promotable email names
who get 9 emails per month.
OUR MARKETING UNIVERSE

11. “Last chance to save 20% off
magazine subscriptions”
“Warm Up Dinner with
Tropical Fruit”

12. Open Rate Click % Transaction %
TOTAL 28% 4.2% 0.03%
E-Letters 37% 8.0% 0.02%
Subscription acquisition 22% 1.6% 0.05%
Subscription renewal 57% 6.4% 1.18%
Membership 28% 2.4% 0.06%
Product 24% 2.1% 0.04%
Triggered 20% 2.9% 0.01%
THE METRICS

13. THE BASIC EMAIL TOOL KIT

14. The Best Email
Marketing Software of
2015
-- PC Magazine

16. EMAIL CHECKLIST
• BUILD YOUR LIST
• SEND TO PEOPLE WHO HAVE GIVEN
YOU PERMISSION
• GIVE YOUR SUBSCRIBERS AN
OPPORTUNITY TO SUPPORT YOU
• SEND EMAILS REGULARLY
• SUBJECT LINES MATTER
• CURIOSITY – URGENCY – RELEVANCE –
VALUE – EMOTION
• “OPEN ME QUICK! I EXPIRE AT 6PM, PAYDAY
TREAT.”

18. Industry Open Rate Click Rate
Architecture and Construction 25.2% 3.2%
Arts and Artists 27.9% 3.0%
Consulting 20.0% 2.6%
Creative Services/Agency 23.3% 3.0%
Home and Garden 25.8% 4.2%
Media and Publishing 22.8% 4.8%
INDUSTRY COMPS
SOURCE: MAILCHIMP 3/16

19. “EMAIL MARKETING FOR DUMMIES CHEAT SHEET”
• I have explicit permission to send the e-mail.
• I pinpointed the main objective.
• My From line clearly identifies my business.
• My Subject line prompts my audience to open my e-mail.
• I'm sending my e-mail from an e-mail address that my
audience will recognize.
• My e-mail content is easy to scan.
• My headlines are short, clear, and concise.
• My paragraphs are short summaries of larger bodies of
information.
• My e-mail contains a strong call to action.
• My images help to tell the story of my e-mail.
• My e-mail has white space that makes the text easy to read.
• My e-mail content is valuable enough to save or share.
• My e-mail contains an offer that is valuable to my audience.
• I checked all links to make sure they work properly.
• I'm prepared to handle inbound responses.
• I'm sending at a time when my audience is likely to notice.

20. SCOTTBERKUN.COM
CASE STUDY
20

21. CASE STUDY: SCOTT BERKUN
• Fresh content
• Consistent focus on list building
• Predictable, regular emails
• Clearly identify outcomes
• Enlist the audience as fans, promoters
and customers

22. CASE STUDY: SCOTT BERKUN
Home Page

23. Article Page
CASE STUDY: SCOTT BERKUN

24. CASE STUDY: SCOTT BERKUN
SUBJECT LINE:
“Creativity Is Not An
Accident + Best of The
Month”
EMAIL PART I:
• The benefit –
fresh content

25. CASE STUDY: SCOTT BERKUN
EMAIL PART II:
• Content highlights
• Promotion

26. CASE STUDY: SCOTT BERKUN
EMAIL PART III:
• ENGAGEMENT

27. CASE STUDY: SCOTT BERKUN
EMAIL PART IV:
• Promotion

28. CASE STUDY: SCOTT BERKUN
EMAIL PART V:
• FINE PRINT

29. THANK YOU