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Class 1: Email Marketing Certification course: Email Marketing and Your Business

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*From HubSpot Academy*

Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.

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Class 1: Email Marketing Certification course: Email Marketing and Your Business

  1. 1. Email Marketing and Your Business Professors: Isaac Moche and Jessica Webb Email Certification Brought to you by HubSpot Academy CLASS 01
  2. 2. 1 WHY EMAIL MARKETING IS STILL IMPORTANT
  3. 3. IS EMAIL MARKETING STILL RELEVANT?
  4. 4. Email is still a huge part of being a successful business.
  5. 5. PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND WORK.
  6. 6. There’s a big disconnect between how companies sell and how people buy.
  7. 7. In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.
  8. 8. TECHNOLOGY IS MAKING THESE TECHNIQUES LESS EFFECTIVE AND MORE EXPENSIVE.
  9. 9. INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT THAT PROVIDES VALUE.
  10. 10. Remember that there is a human on the other end of your email send.
  11. 11. SOURCE: GLEANSTER RESEARCH What tech can help marketers close leads and delight customer?
  12. 12. WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR BUSINESS CAN MAKE.
  13. 13. SOURCE: ECONSULTANCY Only 4% of companies would rate the performance of their email campaigns as excellent.
  14. 14. 74 The number of times the average person checks their email EVERY DAY SOURCE: DELOITTE
  15. 15. 54% of all email is opened on mobile. SOURCE: LITMUS STARTUPSTOCKPHOTOS.COM
  16. 16. Email is a channel that you own. You will always have a 1:1 relationship with your contacts. SOURCE: NEGATIVE SPACE
  17. 17. AN INVITE INTO A PERSON’S INBOX IS A PRETTY BIG DEAL.
  18. 18. “With great power comes great responsibility.”
  19. 19. EMAIL MARKETING IS MEASURABLE.
  20. 20. “THE GREAT CHALLENGE OF OUR CURRENT MEDIA LANDSCAPE IS CAPTURING AND RETAINING USER ATTENTION.” -NICCO MELE
  21. 21. Ready for more? Get the full experience and more with the free Email Marketing Certification. Take the course!
  22. 22. 2 HOW TO BUILD AN EFFECTIVE EMAIL MARKETING STRATEGY
  23. 23. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  24. 24. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  25. 25. THE REALITY IS THAT EMAIL HAS TO BE MOBILE-OPTIMIZED TO BE EFFECTIVE.
  26. 26. 81% Of smartphone users say email is the MOST popular activity they use their phone for. SOURCE: OFCOM4
  27. 27. People want emails that can be clearly read on smartphones. SOURCE: DMA
  28. 28. When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.” 62% agree or strongly agree. SOURCE: ECONSULTANCY
  29. 29. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  30. 30. FOCUS AS MUCH ON THE CONTEXT OF YOUR MESSAGES AS THE CONTENT YOU DELIVER.
  31. 31. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  32. 32. 94% Of businesses say personalization is critical to their current and future success. SOURCE: ECONSULTANCY
  33. 33. JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE DOESN’T MEAN IT HAS TO READ LIKE IT DID.
  34. 34. THE MODERN MARKETER HAS LOTS OF DIFFERENT CHANNELS AT THEIR DISPOSAL TO ATTRACT, ENGAGE AND CLOSE PEOPLE INTO CUSTOMERS.
  35. 35. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  36. 36. Analytics is the engine that powers the growth of your business.
  37. 37. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  38. 38. WHAT A SUCCESSFUL EMAIL MARKETING STRATEGY LOOKS LIKE 3
  39. 39. This course is your blueprint for a successful email marketing program
  40. 40. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  41. 41. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  42. 42. Your team has to believe that email can drive growth for your business
  43. 43. IT TAKES TIME TO FIGURE OUT THE QUIRKS AND DIFFERENCES OF YOUR CONTACT DATABASE.
  44. 44. • When is the right time to send an email, and when is it not • How often should you send emails? • How many emails should a lead receive? A customer? WORK TOGETHER TO DECIDE
  45. 45. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  46. 46. • Connected to a contact database • Ability to analyze the success of your email sends • Ability to send automated emails based on user activity • Have landing page and form functionality for generating new leads FEATURES OF A GOOD EMAIL SERVICE PROVIDER
  47. 47. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  48. 48. • How will lead nurturing be used in your business? • How many emails is too many emails? • What role will email play in the way you communicate with existing customers? IMPORTANT DECISIONS TO MAKE
  49. 49. GET EMAIL MARKETING CERTIFIED. START TODAY

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