How To Build Emails Your Customers Want To Receive
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Sending email newsletters isn't just about advertising. It's about making a real connection with your audience, and giving them the content they want. This presentation shows you how to build an email newsletter that your customers and readers will be stoked to read! In the first section, we talk about Content. What makes for interesting content? What are your readers interested in? We also talk a bit about great layout and design ideas, as well as the importance of link placement in your text. Then, we head into social media integration and sharing, as well as some tips on effective subject lines that get great results. Later, we look at growing your list, and why it's best to only gather fully opt-in subscribers (not purchased or shared lists).
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How To Build Emails Your Customers Want To Receive
- 1. How To Build Emails Your Customers Want To Receive ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
- 2. Why Email Newsletters? ! ! •! Look at the numbers : There were 3.6 billion email accounts in 2013. ! ! •! We want emails: We receive more B2C emails than Person 2 Person emails! ! ! •! Low cost, high ROI: For every $1 spent, $44.25 is the average return on email marketing investment. (Experian) ! ! •! 44% of email recipients made at least one purchase last year based on a promotional email ! ! •! 8 in 10 people say the marketing emails they receive go mainly into their primary personal email account, displayed alongside their personal emails. !
- 3. Good Content Part 1 ! • Tell a story! ! https://mad.ly/c06134! https://mad.ly/9628b3! ! • Knowing your reader persona:! https://mad.ly/d23364! • Connect to your readers! • What is a topic! • How long should it be?! https://mad.ly/c6a044 99% CTR!
- 4. Good Content Part 2 ! • Simple style formatting! • Single Column rules! ! • About quick links and sidebars ! • Images ! ! ! !
- 5. Content Again, The Thirds Part ! • Setting your goal for the email: https://mad.ly/1ad602! • Link placement - aim high! • Content with the goal in mind ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
- 6. Social Media and Emails ! • Share your email socially! • Drive social media followers to your email! ! • Grow your social followers via email! • Grow your list via social media! Email has a far higher conversion rate and ROI as a marketing channel than social*. ! Engage your customer base socially but sell + engage deeply, via email.! ! ! ! ! * Facebook estimated ROI is 152% in some sources. A 3x or 4x ROI is considered a resounding success. However many businesses calculate ROI differently** for social and assign value to shares, retweets etc. * Sounds like an excuse to me :)
- 7. Subject Lines Drive Opens ! 64% of people say they open an email because of the subject line. (Chadwick Martin Bailey) CTR is higher when using the recipient’s company name in the subject line over no company mention • Clarity over hilarity! • Preview the email in the subject line! • Grab attention without being ridiculous! • Content drives good subject lines! • Include your name! • Google trends to help find the right words ! ! ! !
- 8. 37% Open Rate:! Only Three Days Left for this Great Offer for [Company Name] Readers! ! ! 30% Open Rate:! Boeing expanding footprint of S.C. facilities ! ! 32% Open Rate:! This Deal’s a Crime! The Murder Mystery Repeat Offender Deal! ! ! 44% Open Rate:! Nursery Flannel from Cloud 9 Organics is Now Available at [Company]
- 9. Sending and Analyzing ! Monday emails had the highest revenue per email ! Saturday has the highest CTR at over 9% • Does time and day matter? Probably not much.! • How many emails should I send? Test what’s right for you.! • The right “From” details! • Which metrics matter? That depends on your goal. ! • Consider Views-over-time vs Views-per-send.! • A/B Testing and Email - does it work?! • Set realistic medium term goals! ! ! ! ! ! !
- 10. Transactionals, Triggers, Drips and KPI’s ! • What the hell are you talking about?! • Emails build user-habits! • Find the ideal customer behavior and encourage it via emails.! !
- 11. Growing Your List ! • Where to start! • Growing it bit by bit! • Don’t buy an email list!! • Keeping it up to date ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
- 12. Go Build Emails Your Customers Want To Receive* *mind blown right?!