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The Good, The Bad & The Staples of Email Marketing

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Should your marketing emails be short and sweet or personal and direct? Text or images? The rules for creating the perfect email campaign aren't always black and white—learn how to identify your audience and the best way to reach them in this can't-miss Tech Byte. Two veteran marketers will present tried and tested examples, exploring the conflicting ideas of effective email marketing, how the audience and purpose are often lost or overlooked and the staples of email marketing that continue to work even as technology evolves.

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The Good, The Bad & The Staples of Email Marketing

  1. 1. TECH BYTES JANUARY 9–11 ORLANDO BUILDERSSHOW.COM 2018 NAHB International Builders’ Show® The Good, The Bad & The Staples of Email Marketing
  2. 2. Meet Your Speakers Robert Cowes SmartTouch® Interactive Lianne McOuat McOuat Partnership
  3. 3. • Identify what types of emails to use to achieve a specific purpose. • Identify the different types of marketing emails for different audiences. • Learn the different types of CTAs and where to place them to gain more engagement. • Be confident your emails and your content are reaching your audience. Session Learning Outcomes
  4. 4. • 244.5 million users in the U.S. alone. • Consumers ages 33-45 subscribe to 15 different email marketing offers on average. • 50% of people ages 19-60 check their primary email multiple times a day. • Even millennials love it. Why Email Marketing Still?
  5. 5. What does email marketing look like today? 5 Years Ago Last Week
  6. 6. The Good Short & Sweet Upfront CTA Asks a Question Video One Action Multiple Actions
  7. 7. The Bad Floorplan with no click through – hard to read on mobile No Call to Actions No Click Through on map No Address, No phone # Rendering takes up too much space
  8. 8. The Staples of Email Marketing Branding & Logo Engaging Headline Accolades/Credibility Prominent CTAs Where & How Much?
  9. 9. • Identify what types of emails to use to achieve a specific purpose. • Identify the different types of marketing emails for different audiences. • Learn the different types of CTAs and where to place them to gain more engagement. Put it into practice.
  10. 10. Prospecting vs Reengagement Single CTA One-Click Preferences Click to Call Driving Directions More Info
  11. 11. Drips Content that keeps buyers engaged. One-Click Preferences Click to Call Driving Directions
  12. 12. Content Ideas
  13. 13. Local events to encourage visitors to go to your model homes the same day as the event Promote individual Homes or Suites Encourage reader to join your social channels! Show them a video!
  14. 14. Event Based/Holiday Single CTA Elegant, Simple Design Map of Location
  15. 15. One Click Emails One Click Appointment One Click RSVP
  16. 16. Mobile Friendly Newsletter Consistent Branding at the top Human Element Downloads and Send to Friend
  17. 17. Realtor Inventory Long One-Click Preferences Map Available Inventory
  18. 18. Realtor Inventory Short One-Click Preferences Map Available Inventory
  19. 19. Stacked Content Strong CTA as the first message One strong block of copy
  20. 20. Reveal Series leading up to launch event
  21. 21. Strong CTA Clean design List/check mark style
  22. 22. The biggest challenge email marketers are facing today… • Be confident your emails and your content are reaching your audience.
  23. 23. 1. List Management 2. Sender Reputation (IP Address) 3. Subject Line & Sender Name 4. Content (Image/Text Ratio) 5. Time of Day So what can you do?
  24. 24. List Management Having a clean and up-to-date list will ensure your users are ready to engage and ensure a higher delivery rate.
  25. 25. Sender Reputation The more active your users the better your reputation.
  26. 26. Subject Lines & Sender Name Subject lines should be clear and creative while also avoiding things like spam words, special characters, or ALL CAPs. $$Free Cabinet Upgrades If You Buy Today!! #moreforyourmoney
  27. 27. The Best Subject Lines
  28. 28. The Ah ha! Auto Reply
  29. 29. Email Content SpamAssassin recommends a minimum of 60% text and a maximum of 40% image coverage with at least 400 characters.
  30. 30. Time of Day Time of day and what day you send your campaign (along with your subject line) has a major impact on open rates. And open rates affect your sender reputation.
  31. 31. Questions?
  32. 32. Speaker Contact Information Lianne McOuat McOuat Partnership Markham, Ontario lianne@partnership.ca Robert Cowes SmartTouch® Interactive Austin, Texas rcowes@smarttouchinteractive.com

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