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The Accountants Guide to Email Marketing from Sage


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Email marketing can transform your accountancy practice, as well as help build better relationships with your clients. Learn more about our tailored email marketing service here:

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The Accountants Guide to Email Marketing from Sage

  1. 1. An Accountant’s Guide to Email Marketing accountants business cloud
  2. 2. An Accountant’s Guide to Email Marketing 294 billion emails sent each day 92% of adult internet users maintain at least 1 email account 72% of email users check theirinboxes 6 or more times each day 3x as many email accounts as all of Facebook and Twittercombined 92 72 accountants business cloud
  3. 3. Why Use Email, And What Response to Expect • Cost effective, versatile, immediate, personal, trackable • Consumers who receive email marketing spend 83% more when shopping. Theirorders are 44% larger. They order28% more often • 77% of consumers prefer email promotions and offers over any other marketing channel • Forevery £1 spent, £26 is the average return on email marketing investment (Experian) • 95% of online consumers use email • 91% of consumers reported checking their email at least once a day (ExactTarget) • Email open rates are the highest they’ve been since 2007 growing year-over- yearand month-over- month (Epsilon) accountants business cloud
  4. 4. How best to use it accountants business cloud
  5. 5. How best to use it Do introduce new content frequently Do Answer questions, give advice, tips, how-to’s and helpful info Don’t bombard readers with messages. Only send relevant, important info/updates accountants business cloud
  6. 6. Do watch yourwords • This year, about 84% of all email traffic will be spam (The Radicati Group) • Avoid the spam filter: – Checkyour spelling and grammar – Don’t over-use capital letters – Don’t use too many images – Don’t use spammy phrases such as ‘Once in a lifetime opportunity’ – Choose a subject line that relates to the email content accountants business cloud
  7. 7. Do include social sharing buttons to yournetworkprofiles • Emails that include social sharing buttons have a 158% higher click- through rate (GetResponse)  accountants business cloud
  8. 8. How best to use it •38% of email is now opened on a mobile device, with 33% for desktop and 29% forwebmail. You must consider this in yourdesign/build. •Test youremail on a mobile device. Can you easily read the text? Is everything in order and appearin the right format? (Source: Litmus) accountants business cloud
  9. 9. How to target effectively • Use a clean list of targeted opted-in recipients • Avoid impersonal email addresses like • Keep subject lines 50 characters or less • Always personalise – personalised emails improve click-through rates by 14% and conversion rates by 10% • Give recipients control over opting in or out – 69% of subscribers cite “too many emails”as the number one reason they unsubscribe • Test, monitor, analyse accountants business cloud
  10. 10. Howtostructureyourmessages • Breakit into sections – it needs to be easilydigestable • Don’t add too many messages. Keep it clear • Always include social media buttons • Subject lines that contained terms such as ‘ROI,’ ‘asset,’ and ‘industry’ perform the lowest • Choose a subject line that describes what’s inside, make it short and snappy as you only have a few words! • Give yourreader an action early on • Put yourmost important info early on in the email accountants business cloud
  11. 11. How long they should be • Brevity is key. Askyourself, would I keep reading? • People will want to access the info quickly, and digest it easily • Get theirattention, and get to the point • On mobile devices, long emails will require more scrolling. How long will they scroll for? • Simplify your text, spend more time writing content that relates to where the customer is on their journey • Make your actions (links/buttons) standout, and don’t put too many in Source accountants business cloud
  12. 12. Using yourbrand’s voice • You want to adhere to your brand’s voice so that all marketing is consistent • Am I speaking as I wish to be spoken to? Find a ‘voice’ that makes sense to your customers and business. Checkwhether you’re talking in a way that reflects your brand • Long pieces of writing do not equal effective. Get someone to proof-read and ifyou need to, cut it down. • What do I do next? Having a call to action is something you should aim forin every email. Keep it simple and direct accountants business cloud
  13. 13. Effective call-to-actions • Before creatingyour campaign, decide exactly what action you want your subscribers to take as a result ofreadingyour message.Whetherit’s signing up foranother newsletter, downloading a file or purchasing a product or service, your campaign’s message has to be simple and easyfor the readerto follow • Ifthe people readingyour emails aren’t sure where to click,what linkto follow, orwhere to order, the campaign’s results will likely be disappointing • Ideally, the call to action should be contained within the first few paragraphs (oreven the subject line) ofthe email.You don’twant to make subscribers read through the entire email before letting them know whatyouwant them to do, and what value your email holds forthem accountants business cloud
  14. 14. Jargon buster Above the Fold  Above the fold refers to anything that can be seen on screen without the user having to scroll down Body Copy  Body copy is the text that is within the email Bounce Rate  Bounce rate refers to the number of people in your email list that didn’t receive the email and had it returned by their email server Call to Action (CTA)  A call to action is used to encourage the recipient of the email to take the desired action, this might be “Call Now” or “Add to Basket” depending on the purpose of the email Click Through Rate (CTR)  Click through rate is the number of people who clicked within your email and is usually measured as a percentage Click to Open Rate (CTOR)  Basically measures how many clicks have been made by recipients who have opened the email Clicks  Clicks demonstrate where recipients have clicked on an email and how many times Unique Clicks  The best way to define unique clicks is by an example, if the reader clicks on a link five times this would be counted as one unique click, but as five total clicks Conversion Rate  A conversion rate is based on the percentage of recipients who clicked in the email and completed the desired action whether this is filling in a form or purchasing a product Dynamic Content  Dynamic content is content that changes according to the recipients criteria accountants business cloud
  15. 15. Email Client  An email client is the application that the recipient isviewingwithin, for example Outlook, Hotmail orYahoo Email Filters  This software filters emails based on sender address, subject line and the body copy of the email HTML  HTML actually stands for“Hypertext Markup Language”, but you don’t really need to know that. All you need to know about a HTML email is that it provides the platform fora better designed email with more elements such as fonts and background colours Open Rate  The open rate is quite simply how many people have opened youremail Personalisation  Personalisation is feeding personal details into the email, making the one received by each recipient unique to them Received  Received is quite simply the number of people who received the email Segmentation  Segmentation in email marketing is usually to do with email analytics. By splitting the data pot you’ll be able to see how each segment reacts and be able to make conclusions from this Sender Address  The sender address is the email address that the email comes from when it lands in your inbox Subject Line  A subject line is the first thing a user will see when they open their inbox along with your sender name Tracking Links  Tracking links are links which are put into the email to record the customer journey of the recipient if they click through to the companywebsite Unsubscribe Rate  Unsubscribe rate is how many people have opted out of receiving emails from you accountants business cloud
  16. 16. Sources http://www.sociallystacked. com/2013/07/infographic-of- the-day-email-marketing-facts- stats/#sthash.73J7USIS.dpbs complete-guide-email- marketing-stats-part2/ email-marketing/best-time-of- day-to-send-email/ marketing/emails-your- customers-will-love/ blog/online-marketing/an-email- marketing-jargon-buster/ accountants business cloud