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Email Marketing in 2017

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Understand the basic process, best practices and do's and don'ts of email marketing, the importance of mobile-first, top trends, subscriber segmentation, email and blog automation and top email marketing software.

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Email Marketing in 2017

  1. 1. Email Marketing in 2017 Presented by Kelly Campbell Web, SEO & Digital Marketing Consultant
  2. 2.  Email Marketing • Basic Process • Best Practices • Do’s + Don’ts • Mobile First • Top Trends 2017 • Segmentation • Automation • Software In 2016, across all sectors, email marketing produced a 3,800% ROI ($38 for every $1 spent). Source: https://www.campaignmonitor.com/blog/email- marketing/2016/01/70-email-marketing-stats-you-need-to-know/
  3. 3. Basic Process
  4. 4. Best Practices Be Relevant & Persuade With Emotion Send targeted messages to select lists Don’t sell your product, sell its benefits Make It Responsive Ensure emails adapt to recipients’ devices A/B Test Everything See what works best and move on to the next Give Before You Take Offer value before asking for transaction Keep a Clean List Remove unresponsive subscribers
  5. 5. Do’s & Don’ts DO • Personalize (not just First Name) • Segment • A/B Test Subject Lines & Content • Highlight CTAs (Call(s) to Action) • Try Different Software Providers • Integrate with CRM • Include Your Physical Address • Optimize for Mobile Devices DON’T • Spam (It’s Not Cool) • Batch and Blast • Use Spammy Verbiage (i.e. free, special, guarantee, etc.) • Rely on Graphics Alone (Image to Text Ratio) • Email Too Frequently • Send From “No-Reply” Address Source: https://sendgrid.com/resource/2017-email-marketing-guide-a-z
  6. 6. Why Mobile First?
  7. 7. Top Trends 2017 Email Content + Data • Mobile First/Only • Video Embedding (and 360º Video) • Animation (.gifs) • Advanced Personalization • SMS Text Campaign Component • Remarketing • Paid Promotion/Sponsored Content and Influencer Marketing The takeaway? Relevance is king!
  8. 8. Segmentation Sources: https://conversionxl.com/guide-to-email-segmentation/ https://mailchimp.com/resources/research/effects-of-list-segmentation-on- email-marketing-stats/ Segment Samples • Buyer Personas • Demographics • Geographic Location • Weather Conditions • Average Order Size • Last Order Data • Product(s) Purchased • Product(s) Browsed Why Segment? (compared to non-segmented campaigns) Total Opens: 14.31% higher Unique Opens: 10.64% higher Clicks: 100.95% higher Bounces: 4.65% lower Spam Reports: 3.90% lower Unsubscribes: 9.37% lower
  9. 9. Automation Workflows + Triggered Emails • Welcome (Initial Discount, Advice to Add to Address Book) • Cross-sell / Up-sell • Alerts (New Offerings, Features) • Promo Reminders (Time-Sensitive) • Augmented Transactional Source: https://econsultancy.com/blog/63003-20-automated-emails-your- customers-won-t-delete/ • Customer Surveys • Abandonment (With Incentive) • Newsletter & Blog Automation • Birthdays / Anniversaries • Loyalty / Rewards Programs • Win Back
  10. 10. Software Source: http://www.capterra.com/email-marketing-software/ Top 20: http://www.capterra.com/email-marketing-software/#infographic

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