EMAIL MARKETING     How to get the results you want from an email campaign                      Crystal Gouldey           ...
WHAT YOU’LL LEARN- Why you should use email for your business- How to start your email marketing right- Ideas for improvin...
WHY EMAIL?                         MarketingProfs:                          $40 for every $1                           spe...
EMAIL MARKETING SUCCESSThe Bee FolksSnail mail: $500 to send 2,000postcards. Return: Maybe 2-3used the coupon code.Email: ...
STEPS TO TAKE1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better results
STEP 1: AUTOMATIC EMAILS       - Welcome email       - Follow up series         - Blog to email
WELCOME EMAIL                Step 1
FOLLOW UP SERIES                   Step 1
CHEF TONY’S SERIESMessage                    Subject                      Open Rate  1                       Welcome      ...
BLOG TO EMAIL                Step 1
STEP 2: GATHER SUBSCRIBERS         - Pop up form       - Facebook form          - Integrations
OFFLINE LIST BUILDING                        Step 2
OFFLINE LIST BUILDING                        Step 2
SIGN UP FORMS                Step 2
POP UP FORMS               Step 2
FACEBOOK FORM                Step 2
INTEGRATIONS   Zapier.com                Step 2
CASE STUDY                      Social Media ExaminerFounded in 2009 - used pop ups, social media and otherintegrations to...
STEP 3: SET SUBSCRIBER   EXPECTATIONS      - Clear sign up page       - Archive of emails     - Eliminate dead ends
BE CLEAREmailPostal                    Step 3
Starts w/  postalnewsletter                                                  Adds in email  Their updated form has brought...
SHARE EXAMPLES                 Step 3
ELIMINATE DEAD ENDS         vs.                      Step 3
EXAMPLE: TIM CARTER                      Step 3
STEP 4: OPTIMIZATION           - Segmenting    - Split testing web forms       - Split testing emails
SEGMENTATION                   Indianapolis Symphony Orchestra                           Re-engagement Campaign Tactics1. ...
SEGMENTATION          Indianapolis Symphony Orchestra Results1. Opt in list was reduced by 96% - BUT...2. Online sales dou...
YOU CAN SEGMENT        Based on locationWho opened or did not open a message    Who clicked on a specific link
SPLIT TESTING: FORMS           Test: Lightbox vs. hover form            Company: CaratLane.com           Source: WhichTest...
YOU CAN SPLIT TEST       Giving a free gift for signing up      Having a delay on a pop up formLimiting the number of ques...
SPLIT TESTING: EMAIL DESIGNNew template (right side):215% more clicks100% more opens                             Step 4
YOU CAN SPLIT TEST  Subject lines for open rates     Text links vs. buttons  Time of day you’re sending
RECAP1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better resultsResources availa...
QUESTIONS?                      Crystal Gouldey                AWeber CommunicationsSlides available at: http://www.slides...
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How To Get The Results You Want From An Email Campaign

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Presentation by Crystal Gouldey for the Evolution Magazine workshop on October 11 in Wilmington, Delaware.

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  • How To Get The Results You Want From An Email Campaign

    1. 1. EMAIL MARKETING How to get the results you want from an email campaign Crystal Gouldey AWeber CommunicationsSlides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com
    2. 2. WHAT YOU’LL LEARN- Why you should use email for your business- How to start your email marketing right- Ideas for improving your email efforts
    3. 3. WHY EMAIL? MarketingProfs: $40 for every $1 spent on email marketingSource: Monetate
    4. 4. EMAIL MARKETING SUCCESSThe Bee FolksSnail mail: $500 to send 2,000postcards. Return: Maybe 2-3used the coupon code.Email: $50/month to sendunlimited emails. Return:Generates a couple thousanddollars in sales per email.
    5. 5. STEPS TO TAKE1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better results
    6. 6. STEP 1: AUTOMATIC EMAILS - Welcome email - Follow up series - Blog to email
    7. 7. WELCOME EMAIL Step 1
    8. 8. FOLLOW UP SERIES Step 1
    9. 9. CHEF TONY’S SERIESMessage Subject Open Rate 1 Welcome 81% 2 $10 off coupon 133% 3 Half price on wine bottles 85% 4 Special price on bottomless mimosas 66% 5 $40 date night special, 20% off wine bottle 75% Step 1
    10. 10. BLOG TO EMAIL Step 1
    11. 11. STEP 2: GATHER SUBSCRIBERS - Pop up form - Facebook form - Integrations
    12. 12. OFFLINE LIST BUILDING Step 2
    13. 13. OFFLINE LIST BUILDING Step 2
    14. 14. SIGN UP FORMS Step 2
    15. 15. POP UP FORMS Step 2
    16. 16. FACEBOOK FORM Step 2
    17. 17. INTEGRATIONS Zapier.com Step 2
    18. 18. CASE STUDY Social Media ExaminerFounded in 2009 - used pop ups, social media and otherintegrations to fuel growthCurrently has close to 180,000 subscribers and exponentialgrowthSells newsletter ad space for up to $3,600 Step 2
    19. 19. STEP 3: SET SUBSCRIBER EXPECTATIONS - Clear sign up page - Archive of emails - Eliminate dead ends
    20. 20. BE CLEAREmailPostal Step 3
    21. 21. Starts w/ postalnewsletter Adds in email Their updated form has brought a 46% increase in subscribers Step 3
    22. 22. SHARE EXAMPLES Step 3
    23. 23. ELIMINATE DEAD ENDS vs. Step 3
    24. 24. EXAMPLE: TIM CARTER Step 3
    25. 25. STEP 4: OPTIMIZATION - Segmenting - Split testing web forms - Split testing emails
    26. 26. SEGMENTATION Indianapolis Symphony Orchestra Re-engagement Campaign Tactics1. Segment based on music types2. Re-engagement offer w/ free ticket sent to most active subscribers3. Similar sends to remainder of list, six months apart4. Non-responders were removedSource: MarketingSherpa Step 4
    27. 27. SEGMENTATION Indianapolis Symphony Orchestra Results1. Opt in list was reduced by 96% - BUT...2. Online sales doubled since campaign began3. More than 40% of subscribers have bought tickets4. More engaged list now yields 35% of purchases5. New segments have helped list size and ROI rebound Step 4
    28. 28. YOU CAN SEGMENT Based on locationWho opened or did not open a message Who clicked on a specific link
    29. 29. SPLIT TESTING: FORMS Test: Lightbox vs. hover form Company: CaratLane.com Source: WhichTestWon.comLightbox form brought in 59% more subscribers Step 4
    30. 30. YOU CAN SPLIT TEST Giving a free gift for signing up Having a delay on a pop up formLimiting the number of questions on a form
    31. 31. SPLIT TESTING: EMAIL DESIGNNew template (right side):215% more clicks100% more opens Step 4
    32. 32. YOU CAN SPLIT TEST Subject lines for open rates Text links vs. buttons Time of day you’re sending
    33. 33. RECAP1. Automate your messages2. Gather subscribers3. Set clear expectations4. Optimize for better resultsResources available: http://www.aweber.com/blog/evolution-resources/
    34. 34. QUESTIONS? Crystal Gouldey AWeber CommunicationsSlides available at: http://www.slideshare.net/aweberinc/ crystalg@aweber.com

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