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Essentials of High Performing Email Marketing Programs

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All the email marketing tips and tactics in the world are meaningless if you can't measure their effectiveness beyond simple vanity metrics. In this webinar, you will learn email's place in your marketing strategy, and what goes into a successful email marketing campaign, so the next time you press "send" it's with purpose, and gets results.

Published in: Marketing
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Essentials of High Performing Email Marketing Programs

  1. 1. @stephanhovSTEPHAN HOVNANIAN Essentials of High-Performing Email Marketing Programs STEPHAN HOVNANIAN www.shovi.com @stephanhov
  2. 2. @stephanhovSTEPHAN HOVNANIAN What we’re covering today ● Email’s place in the marketing continuum ● What email is, and what it isn’t ● Creating goals and defining success ● The secret sauce to being relevant in the inbox ● Segmentation, content, and optimization tips ● Tests and metrics worth playing with ● Your questions
  3. 3. @stephanhovSTEPHAN HOVNANIAN What Email Marketing Can Do for YOU...
  4. 4. @stephanhovSTEPHAN HOVNANIAN Where does email fit in? image credit: Bigstockphoto
  5. 5. @stephanhovSTEPHAN HOVNANIAN Where does email fit in? ● Communicating with a qualified audience with intent to buy
  6. 6. @stephanhovSTEPHAN HOVNANIAN Where does email fit in? ● Communicating with a qualified audience with intent to buy ● Communicating through the customer acquisition period
  7. 7. @stephanhovSTEPHAN HOVNANIAN Where does email fit in? ● Communicating with a qualified audience with intent to buy ● Communicating through the customer acquisition period ● Ongoing customer relations and value nurturing
  8. 8. @stephanhovSTEPHAN HOVNANIAN What email IS and IS NOT image credit: Bigstockphoto
  9. 9. @stephanhovSTEPHAN HOVNANIAN What email IS and IS NOT EMAIL IS… ● Brand touchpoint ● Trust builder ● One-to-one communication
  10. 10. @stephanhovSTEPHAN HOVNANIAN What email IS and IS NOT EMAIL IS… ● Brand touchpoint ● Trust builder ● One-to-one communication EMAIL IS NOT… ● A sales channel* ● A billboard ● A one-size-fits-all message
  11. 11. @stephanhovSTEPHAN HOVNANIAN What email IS and IS NOT EMAIL IS… ● Brand touchpoint ● Trust builder ● One-to-one communication EMAIL IS NOT… ● A sales channel* ● A billboard ● A one-size-fits-all message *but it can be when done right with segmentation and personalization
  12. 12. @stephanhovSTEPHAN HOVNANIAN Creating Your Email Marketing Strategy
  13. 13. @stephanhovSTEPHAN HOVNANIAN Defining Success image credit: Bigstockphoto
  14. 14. @stephanhovSTEPHAN HOVNANIAN Defining Success ● Industry benchmarks (Silverpop, Litmus, Econsultancy)
  15. 15. @stephanhovSTEPHAN HOVNANIAN Defining Success ● Industry benchmarks (Silverpop, Litmus, Econsultancy) ● How email marketing helps improve sales, support, customer success
  16. 16. @stephanhovSTEPHAN HOVNANIAN Setting Goals image credit: Bigstockphoto
  17. 17. @stephanhovSTEPHAN HOVNANIAN Setting Goals Program Goals...
  18. 18. @stephanhovSTEPHAN HOVNANIAN Setting Goals Program Goals... Churn Growth Fatigue Segment Optimization Attribution
  19. 19. @stephanhovSTEPHAN HOVNANIAN Setting Goals Individual Email Goals...
  20. 20. @stephanhovSTEPHAN HOVNANIAN Setting Goals Individual Email Goals... Newsletters Lead nurturing sequence New blog post notifications Welcome/Onboarding series Transaction receipts Account-related
  21. 21. @stephanhovSTEPHAN HOVNANIAN Setting Goals Campaign Goals...
  22. 22. @stephanhovSTEPHAN HOVNANIAN Setting Goals Campaign Goals... Sales Traffic Registrations Funnel Optimization
  23. 23. @stephanhovSTEPHAN HOVNANIAN Tips for Exceptional Email Marketing
  24. 24. @stephanhovSTEPHAN HOVNANIAN Designing for Experience image credit: Bigstockphoto
  25. 25. @stephanhovSTEPHAN HOVNANIAN Designing for the experience ● Match email to landing page
  26. 26. @stephanhovSTEPHAN HOVNANIAN Designing for the experience ● Match email to landing page ● Subject lines & copy - deliver what you promise
  27. 27. @stephanhovSTEPHAN HOVNANIAN Designing for the experience ● Match email to landing page ● Subject lines & copy - deliver what you promise ● Think mobile, even on desktop
  28. 28. @stephanhovSTEPHAN HOVNANIAN Designing for the experience ● Match email to landing page ● Subject lines & copy - deliver what you promise ● Think mobile, even on desktop ● Optimize context - timing, content investment
  29. 29. @stephanhovSTEPHAN HOVNANIAN Segments and Triggers image credit: Bigstockphoto
  30. 30. @stephanhovSTEPHAN HOVNANIAN Segments and Triggers ● Brand champions and network amplifiers
  31. 31. @stephanhovSTEPHAN HOVNANIAN Segments and Triggers ● Brand champions and network amplifiers ● Interest based
  32. 32. @stephanhovSTEPHAN HOVNANIAN Segments and Triggers ● Brand champions and network amplifiers ● Interest based ● Content type
  33. 33. @stephanhovSTEPHAN HOVNANIAN Segments and Triggers ● Brand champions and network amplifiers ● Interest based ● Content type ● Local customers
  34. 34. @stephanhovSTEPHAN HOVNANIAN Content Strategies image credit: Bigstockphoto
  35. 35. @stephanhovSTEPHAN HOVNANIAN Content strategies - what to put in your emails ● It’s about them, not you
  36. 36. @stephanhovSTEPHAN HOVNANIAN Content strategies - what to put in your emails ● It’s about them, not you ● Experiment with different content types (images vs. text links)
  37. 37. @stephanhovSTEPHAN HOVNANIAN Content strategies - what to put in your emails ● It’s about them, not you ● Experiment with different content types (images vs. text links) ● Trade/local events (what you’re attending, what you learned)
  38. 38. @stephanhovSTEPHAN HOVNANIAN Content strategies - what to put in your emails ● It’s about them, not you ● Experiment with different content types (images vs. text links) ● Trade/local events (what you’re attending, what you learned) ● Something exclusive
  39. 39. @stephanhovSTEPHAN HOVNANIAN Content strategies - what to put in your emails ● It’s about them, not you ● Experiment with different content types (images vs. text links) ● Trade/local events (what you’re attending, what you learned) ● Something exclusive ● Primary vs. Secondary content
  40. 40. @stephanhovSTEPHAN HOVNANIAN List Growth Best Practices image credit: Bigstockphoto
  41. 41. @stephanhovSTEPHAN HOVNANIAN Growing your email list ● Subscribe page
  42. 42. @stephanhovSTEPHAN HOVNANIAN Growing your email list ● Subscribe page ● Link to subscribe page in email
  43. 43. @stephanhovSTEPHAN HOVNANIAN Growing your email list ● Subscribe page ● Link to subscribe page in email ● Consistency
  44. 44. @stephanhovSTEPHAN HOVNANIAN Growing your email list ● Subscribe page ● Link to subscribe page in email ● Consistency ● Social engagement
  45. 45. @stephanhovSTEPHAN HOVNANIAN Growing your email list ● Subscribe page ● Link to subscribe page in email ● Consistency ● Social engagement ● Right time, right way asks
  46. 46. @stephanhovSTEPHAN HOVNANIAN Conversion Optimization and Testing image credit: Stephan Hovnanian
  47. 47. @stephanhovSTEPHAN HOVNANIAN Conversion Optimization & Testing ● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)
  48. 48. @stephanhovSTEPHAN HOVNANIAN Conversion Optimization & Testing ● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR) ● Split testing
  49. 49. @stephanhovSTEPHAN HOVNANIAN Conversion Optimization & Testing ● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR) ● Split testing ● Design elements
  50. 50. @stephanhovSTEPHAN HOVNANIAN Conversion Optimization & Testing ● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR) ● Split testing ● Design elements ● Copy and subject lines
  51. 51. @stephanhovSTEPHAN HOVNANIAN Stay in touch WHERE: www.shovi.com, @stephanhov on Twitter, LinkedIn, etc. WHAT: Email marketing, customer success, and conversion optimization strategies. > 15 years experience. WHO: Companies transitioning from sales-driven to customer-centric marketing. Primarily B2B. STEPHAN HOVNANIAN www.shovi.com @stephanhov
  52. 52. @stephanhovSTEPHAN HOVNANIAN Parting Thought... image credit: Bigstockphoto When someone invites you into their inbox, respect that relationship, and help them see success. That’s your job; do it well and your email marketing program will deliver huge returns for your business.
  53. 53. @stephanhovSTEPHAN HOVNANIAN Your questions... image credit: Bigstockphoto

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