Email marketing could make you $28 for every $1 you invest... if you're doing it right. Jessica shares 5 things to always do, 5 things to never do and examples from those who WOW with their email tactics.
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Email Marketing: The Good, the Bad, the WOW in 2015
1. 5 Things to Always/Never Do in Email Marketing + Those Who WOW
Jessica Best
Digital Marketing Evangelist
jbest@emfluence.com
Email Marketing: the Good, the Bad & the Wow
3. @emfluence @bestofjess
Email can send direct:
At the time that it’s most relevant to the recipient
With the products/content that are personalized
Can track individual recipient engagement
… and automate your follow up
Email gets delivered:
Average email read rate: 25-30%
(compared to < 10% with social media)
Email Marketing Still Works
11. @emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Accurately identity the sender
Working opt-out mechanism
Include a physical address (or P.O. Box)
Message, Subject must have clear intent
Don’t commit fraud
Or else:
ISPs can take action
Email Marketing: the GOOD
2
13. @emfluence @bestofjess
Follow the Law: CASL (July 2014)
Applies to any electronic messaging with any recipient
in Canada
Requires express consent
Or else…
ISPs, Individuals, or gov’t can take action
Email Marketing: the GOOD
2
14. @emfluence @bestofjess
Have a Plan
Send consistently (at least 1x/month)
Integrate with content marketing calendar
Set goals & define metrics for success
Email Marketing: the GOOD
3
18. @emfluence @bestofjess
Test & Track to Learn
Opens < Clicks < Conversions
Subject lines
Day of week
Frequency
Personalization
Discount/price
Email Marketing: the GOOD
Also watch your:
Bounces
Unsubscribes
Spam complaints
21. @emfluence @bestofjess
Test & Track to Learn
Pop Quiz: Which subject line won?
Email Marketing: the GOOD
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
26. @emfluence @bestofjess
Don’t Send It From Your Inbox
Use an Email Service Provider (ESP) to create, deploy & track
Unsubscribe managed
Feedback Loop managed
Keeps your database clean
Tracks results!
Bonus: Replace attachments with (trackable) links
Email Marketing: the BAD
4
41. 5 Things to Always/Never Do in Email Marketing + Those Who WOW
Jessica Best
Digital Marketing Evangelist
jbest@emfluence.com
Email Marketing: the Good, the Bad & the Wow