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.

1. @stephanhovSTEPHAN HOVNANIAN
Essentials of
High-Performing
Email Marketing
Programs STEPHAN HOVNANIAN
www.shovi.com
@stephanhov

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. @stephanhovSTEPHAN HOVNANIAN
What Email Marketing
Can Do for YOU...

4. @stephanhovSTEPHAN HOVNANIAN
Where does email fit in?
image credit: Bigstockphoto

5. @stephanhovSTEPHAN HOVNANIAN
Where does email fit in?
● Communicating with a qualified audience with intent to buy

6. @stephanhovSTEPHAN HOVNANIAN
Where does email fit in?
● Communicating with a qualified audience with intent to buy
● Communicating through the customer acquisition period

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. @stephanhovSTEPHAN HOVNANIAN
What email IS and IS NOT
image credit: Bigstockphoto

9. @stephanhovSTEPHAN HOVNANIAN
What email IS and IS NOT
EMAIL IS…
● Brand touchpoint
● Trust builder
● One-to-one communication

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. @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. @stephanhovSTEPHAN HOVNANIAN
Creating Your
Email Marketing Strategy

13. @stephanhovSTEPHAN HOVNANIAN
Defining Success
image credit: Bigstockphoto

14. @stephanhovSTEPHAN HOVNANIAN
Defining Success
● Industry benchmarks (Silverpop, Litmus, Econsultancy)

15. @stephanhovSTEPHAN HOVNANIAN
Defining Success
● Industry benchmarks (Silverpop, Litmus, Econsultancy)
● How email marketing helps improve sales, support, customer success

16. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
image credit: Bigstockphoto

17. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Program Goals...

18. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Program Goals...
Churn
Growth
Fatigue
Segment Optimization
Attribution

19. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Individual
Email Goals...

20. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Individual
Email Goals...
Newsletters
Lead nurturing sequence
New blog post notifications
Welcome/Onboarding series
Transaction receipts
Account-related

21. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Campaign Goals...

22. @stephanhovSTEPHAN HOVNANIAN
Setting Goals
Campaign Goals...
Sales
Traffic
Registrations
Funnel Optimization

23. @stephanhovSTEPHAN HOVNANIAN
Tips for Exceptional
Email Marketing

24. @stephanhovSTEPHAN HOVNANIAN
Designing for Experience
image credit: Bigstockphoto

25. @stephanhovSTEPHAN HOVNANIAN
Designing for the experience
● Match email to landing page

26. @stephanhovSTEPHAN HOVNANIAN
Designing for the experience
● Match email to landing page
● Subject lines & copy - deliver what you promise

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. @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. @stephanhovSTEPHAN HOVNANIAN
Segments and Triggers
image credit: Bigstockphoto

30. @stephanhovSTEPHAN HOVNANIAN
Segments and Triggers
● Brand champions and network amplifiers

31. @stephanhovSTEPHAN HOVNANIAN
Segments and Triggers
● Brand champions and network amplifiers
● Interest based

32. @stephanhovSTEPHAN HOVNANIAN
Segments and Triggers
● Brand champions and network amplifiers
● Interest based
● Content type

33. @stephanhovSTEPHAN HOVNANIAN
Segments and Triggers
● Brand champions and network amplifiers
● Interest based
● Content type
● Local customers

34. @stephanhovSTEPHAN HOVNANIAN
Content Strategies
image credit: Bigstockphoto

35. @stephanhovSTEPHAN HOVNANIAN
Content strategies - what to put in your emails
● It’s about them, not you

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. @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. @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. @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. @stephanhovSTEPHAN HOVNANIAN
List Growth Best Practices
image credit: Bigstockphoto

41. @stephanhovSTEPHAN HOVNANIAN
Growing your email list
● Subscribe page

42. @stephanhovSTEPHAN HOVNANIAN
Growing your email list
● Subscribe page
● Link to subscribe page in email

43. @stephanhovSTEPHAN HOVNANIAN
Growing your email list
● Subscribe page
● Link to subscribe page in email
● Consistency

44. @stephanhovSTEPHAN HOVNANIAN
Growing your email list
● Subscribe page
● Link to subscribe page in email
● Consistency
● Social engagement

45. @stephanhovSTEPHAN HOVNANIAN
Growing your email list
● Subscribe page
● Link to subscribe page in email
● Consistency
● Social engagement
● Right time, right way asks

46. @stephanhovSTEPHAN HOVNANIAN
Conversion Optimization and Testing
image credit: Stephan Hovnanian

47. @stephanhovSTEPHAN HOVNANIAN
Conversion Optimization & Testing
● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)

48. @stephanhovSTEPHAN HOVNANIAN
Conversion Optimization & Testing
● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)
● Split testing

49. @stephanhovSTEPHAN HOVNANIAN
Conversion Optimization & Testing
● Click-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)
● Split testing
● Design elements

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. @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. @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. @stephanhovSTEPHAN HOVNANIAN
Your questions...
image credit: Bigstockphoto