Email Marketing Introduction - The Web Advisors


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Introduction to Email Marketing tactic as part of a holistic marketing strategy.

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Email Marketing Introduction - The Web Advisors

  1. 1. Thompson Rivers University Adventure and Sport Marketing Tactical Email Marketing #TheWebAdvisors
  2. 2. Who Are The Web Advisors #TheWebAdvisors
  3. 3. The Web Advisors We are an award winning, full-service, collaborative marketing agency specializing in tourism focused solutions both on and offline. Our core team has been providing advanced analysis and strategic solutions for businesses in the tourism industry, specifically Vancouver Island and British Columbia for over 25 years. We offer solutions for: Marketing Strategy Email Marketing SEM – PPC Social Media Marketing SEO – Search Engine Optimization Website Design & Development Google Analytics / Usability Brand Development Traditional Advertising #TheWebAdvisors
  4. 4. The Web Advisors Chris Elder Roots in wilderness guiding and ski resort operations that developed into marketing and sales positions with ski resorts, golf resorts and Board level involvement with Destination Marketing Organizations throughout British Columbia. #TheWebAdvisors
  5. 5. Connect With Us #TheWebAdvisors
  6. 6. What is Email Marketing? #TheWebAdvisors
  7. 7. Email Marketing Email Marketing or EDM (Electronic Direct Mail) is a form of communicating an offer or information to interested readers using a digital distribution medium. It is a powerful marketing channel used within a holistic marketing strategy. • Retain and enhance relationship between sender and reader (Keep Your Clients) • Acquire new customers (Get New Clients) #TheWebAdvisors
  8. 8. Benefits 95% of online consumers use email. 91% report checking email at least once a day. Low Financial Requirement – You can do it yourself Specific Messaging that is easily traceable to determine valuable content to reader #TheWebAdvisors
  9. 9. Costs & Considerations Time for production and maintenance – plan good content Software solutions run from free to $150/month+ It’s a busy space – average subscribers receive 416 commercial messages monthly. Be extraordinary. #TheWebAdvisors
  10. 10. Stats To Consider 64% of decision-makers read their email via mobile devices. People who buy products through email spend 138% more than those that do not receive email offers 44% of email recipients made a least one purchase in previous year based on a promotional email 43% of email recipients click the Spam button based on the email “from” name or address. More people read emails that deal with their finances and travel than any other category Desktop and smartphone email opens happen most often between 10am and 4pm #TheWebAdvisors
  11. 11. Best Practices #TheWebAdvisors
  12. 12. Best Practices Key CTA (call to action) in first 50 characters (84% of viewers use the email preview pane) Subject lines fewer than 10 characters long had open rate of 58% Optimize for mobile ~50% of emails are opened on mobile. Don’t forget to optimize for image blocking #TheWebAdvisors
  13. 13. Best Practices #TheWebAdvisors
  14. 14. Best Practices Key CTA (call to action) in fist 50 characters (84% of viewers use the email preview pane) Subject lines fewer than 10 characters long had open rate of 58% Optimize for mobile ~50% of emails are opened on mobile and optimize for image blocking Ensure opt-in is enabled, valuable and KISS (Keep It Stupid Simple) Know your audience (Marketing 101) and give them what they want, when they want it. Share through social media #TheWebAdvisors
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  16. 16. Divide and Conquer #TheWebAdvisors
  17. 17. Segmentation Segmentation is the practice of dividing your contact list and your emails into targeted groups (segments) so you can send group specific messaging. #TheWebAdvisors
  18. 18. Segmentation Target your audience and you will get better results, but be cautious of Paralysis by Analysis. Consider what you offer and are there different ways to break out that communication that speak to your audience. Popular segmentations could include: • • • • • • Gender, Age, Income Geographic Location Customer Relationship – existing, previous, prospect Interests Subscription Method – online, purchase, tradeshow Subscription Frequency – daily, weekly, monthly, offer relevance #TheWebAdvisors
  19. 19. Segmentation #TheWebAdvisors
  20. 20. #TheWebAdvisors
  21. 21. #TheWebAdvisors
  22. 22. The Best Way to Send #TheWebAdvisors
  23. 23. Software and Resources Don’t send your newsletter emails through your personal or company email. ISP’s will think you are spamming and cut you off. Resources from Free to Mucho $$ exist. Find what’s right. MailChimp – Free under 2000 subscribers / 12,000/month Constant Contact – Free 60 day (100 contacts) iContact - $14 - $100+/month Vertical Response – GetResponse - Pay as you go or $10-$150/month $15 - $150/month #TheWebAdvisors
  24. 24. Software and Resources Start free and try a number of different providers OR Call us, we help clients determine the best system based on their requirements. #TheWebAdvisors
  25. 25. Thank You Questions? #TheWebAdvisors
  26. 26. Connect With Us #TheWebAdvisors