Learn why email marketing is so effective, the keys to successful email marketing campaigns and five misconceptions of email marketing.
Follow me @nteplow and reach out with any questions (contact info on last slide).
5. Statistics
73% of marketers agree email marketing is core
to their business
20% of marketers say that their primary revenue
source is directly linked to email operations
69.7% of US Internet users prefer to
communicate with businesses using email
13. Anatomy of an Effective Email
Campaign
1. Define goals and metrics
2. Determine your segments
3. Map out your email touches
4. Draft your emails
5. Setup & test
6. Track, report & re-visit
14. Workshop Instructions
Design an email program to help solve the problem
you’ve been assigned. The program should consist of
an overview of your strategy, example email (with
content, subject line, sender name), segmentation
strategy, tracking mechanisms and any other info that
you feel is important.
Think about what other touch points or marketing
strategies you may be able to complement your
campaign
30 minutes to design program
10 minutes for each team to present
15. Group 1 – Customer Acquisition
You’re on the marketing team for a company that
sells marketing automation software.
(Let’s call them Hubketoqua).
You have a list of names and email addresses of
5,000 people who are subscribed to your blog.
Design an email program over the course of 3
months to convert these contacts to leads, MQLs
and eventually customers.
16. Group 2 – Upsell Campaign
You’re on the marketing team for a company that
sells marketing automation software.
(Let’s call them MarkeloSpot).
You realize that only 20% of your customers are
using the premium level of your software, which
gives them increased reporting capabilities and
more advanced automation, but costs an extra
$1,000 per month.
Design an email program over the course of 3
months to help drive a greater adoption of this
premium level.
17. Group 3 – Customer Success
You’re on the marketing team for a company that sells
marketing automation software.
(Let’s call them EloHubketo).
You have a brand new interface for building workflows
that is being launched to all customers in 3 months.
This update also requires your customers to go back
and edit some of their previous workflows.
Design an email campaign leading up to the go-live
date that ensures all customers know of this change,
are prepared to use the new interface to continue
building workflows and that they make all necessary
changes to affected workflows.
Quick intro on what I do – partner marketing, building campaigns to drive revenue
I’m part of a big marketing team now, but do have startup experience
A lot of people think that email marketing has become too saturated, that’s true to a degree, but it’s still incredibly effective.
You never know what’s going to work well for you and your audience until you test
Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to”
In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
You never know what’s going to work well for you and your audience until you test
Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to”
In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
You never know what’s going to work well for you and your audience until you test
Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to”
In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
Quick intro on what I do – partner marketing, building campaigns to drive revenue
I’m part of a big marketing team now, but do have startup experience