So You Want to be an Email Marketer - Heather Galloway
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From ITC Agent Conference 2016... It's no secret that email marketing is one of the most effective digital marketing strategies available, but no one really knows where to start. In this breakout you'll learn useful tips and tricks that you can implement today to start getting the most ROI from your email marketing strategy.
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So You Want to be an Email Marketer - Heather Galloway
- 1. So You Want to Be An Email Marketer… Heather Galloway AgencyBuzz Coordinator #AgentCon16
- 2. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 3. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 4. Using Organic Email Address Lists • Top 2015 inbox placement failure Causes • 26% low-read rate/user engagement with sender • 21% spam complaints • 19% low mailbox usage/inactive addresses • Spam traps *Volume is used to determine thresholds for the other statistics as well as the volume patterns.
- 5. Building Your Organic List • Use your website to capture leads • Have drawings and contests • White papers • Capture email addresses with every communication • Offer information
- 6. A Word About Sender Score • Statistics that make up your sender score • Complaints • Volume* • External reputation – Are you already on blacklists? Whitelists? • Unknown users • Rejected/undelivered messages • Email providers use the sender score to determine the terms for filtering your emails
- 7. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 8. Providing Clear CTAs •“So now what?” •Seize the opportunity •Final instruction •Sense of urgency •CTAs can increase conversions by almost 30%
- 9. Examples of Great Calls to Action
- 10. Examples of Great Calls to Action
- 11. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 12. Targeting Emails via Segmentation •Improve click-through ratings •Lower opt-out rates •Segmentation •Concise and relevant •Personal vs. commercial •Ways to segment Only 42% of marketers report using segmentation; only 18% use advanced segmentation.
- 13. How-To Segment and Target Emails 1. Review the purpose of your email 2. Determine your target audience 3. Craft your message based on your audience persona 4. Send email to segmented contact list 5. Review email statistics to determine success
- 14. Examples of Great Targeting
- 15. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 16. Leaning on Automation •Frees up valuable time •Timely, personal •“Set it and forget it.” •Types of automated campaigns
- 17. A Few Things About Automation.. •53% increase in conversion rates •Increase likelihood of conversion by up to 300% •3-5 messages •Your email stats could improve •Automation builds on segmentation to produce a killer campaign
- 18. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 19. Reviewing Your Campaign Statistics • Know what’s working; know what’s not • Important stats to know • Open rate (OR) • Click-through rate (CTR) • Click-to-open rate (CTOR) • Bounce rate • Unsubscribe rate • Review, regroup, resume
- 20. Improving Your Campaign Statistics • Open rate – Review your subject lines and targeted audience • CTR – Review your calls to action and message layout • CTOR – Review the value of your message • Bounce – Ensure your list is organic and up-to-date • Unsubscribe – Review your email frequency and targeting
- 21. Useful Tips and Tricks • Using organic email address lists • Providing clear calls to action (CTAs) • Targeting messages through proper segmentation • Leaning on automation • Reviewing your campaign statistics
- 22. Thank You Share your thoughts with us using #AgentCon16 Heather Galloway AgencyBuzz Coordinator
Editor's Notes
- Top 2015 Inbox Placement Failure Causes 26% Low-Read Rate/User Engagement with Sender 21% Spam Complaints 19% Low Mailbox Usage/Inactive Addresses Spam Traps Recycled Email Addresses that Are Abandoned Closed Email Accounts that Are Reactivated
- Use Your Website to Capture Leads Quote Forms Newsletter Sign-Ups Have Drawings and Contests White Papers Capture Email Addresses with Every Communication Offer Information Educational Email Campaigns How-To Guides Exclusive Content
- An indication of the trustworthiness of an email sender’s IP address and is used by email providers and filters to determine additional email filtering criteria. Statistics That Make Up Your Sender Score Complaints Volume* External Reputation – Are You Already On Blacklists? Whitelists? Unknown Users Rejected/Undelivered Messages Email providers use the Sender Score to determine the terms for filtering your emails (1-100 Scale, 100 Being Optimal) 70 < Messages Filtered by Specific Email 70 > Messages Filtered by IP/Domain
- Words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action. Answer the Question, “So now what?” Seize the Opportunity Consider it Your Final Instruction to Readers Generate a Sense of Urgency Examples: Call Now, Find Out More, Get a Quote, Click Here CTAs can increase conversions by almost 30%
- Improve Click-Through Ratings & Lower Opt-Out Rates Segmentation = Captive Audience Concise and Relevant Information is Key Personal Audiences are Often Different Than Commercial Ways to Segment Line of Business Place in Sales Cycle Geographical Metrics Behavioral Targeting Age/Lifestyle
- Review The Purpose of Your Email Lead Nurturing? Customer Retention? Newsletter? Referrals? Determine Your Target Audience Who will read this campaign? Craft Your Message Based on Your Audience Persona What are they like? What do they do? How do they talk? What are their interests? Send Email to Segmented Contact List Review Email Statistics to Determine Success
- Automation Frees Up Valuable Time Timely, Personal “Touches” with Minimal Effort “Set it and Forget it.” Types of Automated Campaigns Welcome – New Customers Lead Nurtures – Quoted Prospects Lost Customer Renewals Expiration Reminders & Renewal Notices Birthdays Web Action Taken
- Studies Have Shown up to a 53% Increase in Conversion Rates with Automated Campaigns Responding to an Online Lead within 1 Minute Can Increase Likelihood of Conversion by up to 300% The Optimal Automated Campaign Should Have 3-5 Messages Your Email Stats Could Improve Average 70% Higher Open Rate Average 120% Higher Click-Through Rate Automation Builds on Segmentation to Produce a Killer Campaign
- Know What’s Working; Know What’s Not. Important Stats to Know 8.29% Open Rate (OR) 2.99% Click-Through Rate (CTR) 36.09% Click-to-Open Rate (CTOR) 0.77% Bounce Rate 0.2% Unsubscribe Rate Review, Regroup, Resume