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Email Content Marketing


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Abby Alwan, with EMMA (, a web-based email marketing service, shares case studies of how her company's more than 40,000 customers create, send and track email newsletters as part of their content marketing mix.

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Email Content Marketing

  1. 1. Email (content) Marketing @AbbyAlwan 1Content Marketing always seemed like a silly phrase- Marketing has always been the process ofportraying collateral/design...content to connect your brand w/your consumers. So isn’t all marketingcontent marketing?The main things I was able to connect w/ when first learning of content marketing is that it’s theCREATION of and process of SHARING that content with your brand followers and potential customers.With so many channels and types of content to portray, it’s no wonder people are buzzing aboutcontent marketing, not just marketing anymore.My favorite thing to talk about with Emma partners is how to tell your brand story to connect with youraudience. Email is the perfect way to tell your story, so to me email and content marketing really gohand in hand.
  2. 2. Electronic $42.08 ROI of every dollar spent on email marketing (DMI 2010) 63% of mobile users check email 1x day or more (Merkle 2011) 74% of all online adults prefer email in commercial communication (Merkle 2011) 90% of consumers have been using email since ’05 (2010 Digital Marketing Fact Book) @AbbyAlwan 2Here’s what we know about email:it’s personal, direct, it’s database driven, design & brand focused. It’s segment-able & it’smeasurable.Social Media channels like T & FB are great additional tools to your overall marketing strategy, theyespecially play nicely with email.Emma loves SM, we take the stance of making it very easy to connect all the channels. for youAND your audience.They aren’t however, tools to use on their own w/out a solid channel like email done really well first.Posts and Tweets can be tracked to an extent, but not the way email can.Who saw it, what they clicked on, where they went and what they did once they got there (thanksgoogle analytics). Email shows you the who behind the action.All of this considered, where is your audience? Look at who they are, and be where they are.
  3. 3. First things first, Grow your list (lirst?) @AbbyAlwan 3So you wanna incorporate email marketing into your strategy. First things first...Get people on your list. Sign up forms should live where your audience is. Online, at store/front desk, fishbowl.Segment - whether it be event invites vs. newsletter, where they live, what products they are specificallyinterested in. Groups & email activitySure you could send the message to everyone, but a study showed that 39% of people saw an increasein open rates and 28% saw a decrease in opt outs once they segmented their audience base.The right message to the right person.
  4. 4. Getting the right message to the right people see, gloss over, delete Read: They’ve asked you to communicate, now make it worth their time @AbbyAlwan 4Content is a key component to email marketing. email without great or strategic content, is just noise.inbox noise actually: see, gloss over, delete9 seconds. Real estate. Top 1/3rd should be branded/well designed for them to know what to expect.
  5. 5. Welcome NoteNewsletterPromotionEngagementSurvey InvitationHoliday CardEvent Invite/ReminderIn-the-Moment Notification @AbbyAlwan 5Welcome note: set up a trigger, engage them right awayNewsletter: What they can learn to expect from youPromotion: New items in store, new collaboration to announce, any announcement you’ve gotEngagement: asking them to get involvedSurveyHolidayEvent. Another trigger. Tell your email platform they’re attending a particular event, set up triggers toremind them once they’ve clicked the RSVP link, then another after the event as a wrap upNotification: It’s raining but the event is covered, we’re still on. We’re closed due to an impromptu all-staff game of ping pong
  6. 6. @AbbyAlwan 6YMCA. They utilize the color of their design to draw your eyes to key components. Brand recognition is abig part of grabbing attention in that 9 seconds. Having great looking emails (including branded, welldesigned headers/top 1/3rd of the email) is an important way to engage someone that has opted intoyour brand.Using bold images and consistent font, it’s a great read & accomplishes all of that. Logo links to site,Donate Now call to action links to donation page. Informative, tells their story,Greenlights in Austin. A nice thank you with great call to action. Love their Kickstarter-style donationbuttons. They utilize their content on their website to save the email real estate for the call to action &why. Again with the stand-out link in blue. I maybe would have used Green, but it looks good.
  7. 7. Building Brand Engagement Building desire/sales @AbbyAlwan 7Sweet Leaf. They continue to build their brand with engagement and activity. Not calling for SALES, BUYME, SPEND YOUR MONEY HERE. But really solidifying their relationship with the audience through activity.Bigger picture strategy, the sales ultimately come. Driving traffic to social media and site.Catbird. More of an announcement or sales driven email/announcement. Highlighting what’s new andlinking each image to that part of the online store. They get where they want to go. Also drive themright into the store when they get that email at 4pm on a Tues. Keeps things concise, you don’t have toscroll far to see what’s in, you can open, look, click, get to where you want to be.Tip here: Each image is linked to approp item. Use the knowledge of their attraction to that item forfuture targeting, trigger another email on more products like it.
  8. 8. Jump Links/ Anchors @AbbyAlwan 8Jumplinks/anchors. Use links when you can and when it fits. You want to drive them to the originalcontent. However, not EVERY audience wants to see short and sweet. When you have an audiencethat enjoys those longer emails, or you don’t have that content on your site or blog to drive themelsewhere and your email is where it’s at, let them choose what’s important with these quick links. Theytake them to the portion of the email that will give them more info.If I see the list of topics up top and one interests me, I’m definitely jumping down to read it. But if I scanthe entire email to see what’s interesting to me, I could miss something with all that text and content.Another Y Example (we love us some YMCA), The content in the email reminds them of savings theycan take advantage of, and the links up top show them each action/item they want to take/learnmore about. Images connect you with the program, and the real estate in the email highlights the bestparts about summer camp.
  9. 9. Hey you, do this! @AbbyAlwan 9More engagement here. Utilize your channels together.Kodak announced a social media image contest via email. Used email to engage the activity, as wellas see who was interested in it. Building their brand loyal consumers, and those who participate feel likethey’re part of the Kodak community.Birds, awesome ATX barbershop. What a great thank you note from the owners, their image is sopersonal, building + thanking their brand loyal followers- with the call to action for engagement andsharing with your friends to vote.
  10. 10. Subject lines Save your best writing for this little guy Identify self Make them relevant Personalize them Call to action if need be @AbbyAlwan 10Test a few out to see what works best for your audience. A/B Split testing makes that easy.Test length. Sometimes short subject lines destroy long ones, sometimes they don’tPay close attention to what is working for your audience in a style of subject line as well as from name.Is info@, or abby@ more effective to use?Big pet peeve of mine is noreply@, but that may work for your brand identity or client. I invited you tomy inbox, at least tell me there’s a human behind it!
  11. 11. Let your numbers and engagement shape your email strategy See what’s best for your audience. @AbbyAlwan 11Email is great bc it’s data driven, but if you don’t do anything with the data, aren’t you just shootingwith your eyes closed?Compare your emails. Which content got better click throughs, which subject lines got better openrates?
  12. 12. Dig in @AbbyAlwan 12Take a look at each email individually.
  13. 13. Delivering Content Marketing via Email 9 Seconds? Major value and call to action at the top Utilize jump-links, drive traffic Use stand-out design, colors for links and calls to action. Watch engagement, be where audience wants you to beMake sure youre gathering -- and using -- information about your subscribers to send more relevant emails. Know what the best practices are, but dont always assume theyll work. Bravely experiment @AbbyAlwan 13I’ll leave you with a few final thoughts.9 secs: Are your emails designed to maximize that?links: drive traffic to more contentCreate the content in the email so the important points stand outWhere aud wants you to be: put your emails in social media channels so everyone can see yourmessagesend follow-up notes to people whove clicked or openedMaybe a really long email will outperform a to-the-point one. Or a weekend send time will engage awhole new group of readers. Everything is different for everyone’s brand, so it’s important to TEST what’sright for yours.