Revving-Up Your High ROI Email Marketing
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Revving-Up Your High ROI Email Marketing
- 1. Revving-Up Your High ROI Email Marketing Larry Fournier Fourthman Communications www.fourthmancommunications.com
- 2. Why Email Marketing? In 2012 The DMA Estimates that Email ROI will be Nearly 40% Generating $70 Billion in Sales. Are You IN? 2 © 2012 Fourthman Communications.
- 3. A Few Words About SPAM! SPAM Risks Include Loss of Clients and Tarnished Reputation. Don’t Risk It! 3 © 2012 Fourthman Communications.
- 4. Building an Opt-in Email List Building an Opt-in List is an Ongoing Marketing Campaign. Simplify, Simplify, Simplify! 4 © 2012 Fourthman Communications.
- 5. List Segmentation: Reaching the Right Audience Segmentation Increases Conversions, Reduces Opt-outs and Encourages Message Forwarding. Personalize. 5 © 2012 Fourthman Communications.
- 6. Email Marketing Basics Email Marketing Is Not a One-size-fits-all Approach. Act Accordingly! 6 © 2012 Fourthman Communications.
- 7. Email Marketing Basics – Examples of Programs Newsletters 7 © 2012 Fourthman Communications.
- 8. Email Marketing Basics Build Your Business with Email. Go With It… 8 © 2012 Fourthman Communications.
- 9. Email Design Considerations Email Design is Critical to Deliverability, Click- through and Conversion Rates. Your Call-to- Action! 9 © 2012 Fourthman Communications.
- 10. The Importance of Testing Test. Test and More Testing. SPAM Filters are Not Your Friends! 10 © 2012 Fourthman Communications.
- 11. The Importance of Testing Continual Changes and Adjustments are Needed to Optimize Your Email Effectiveness. Never Settle! 11 © 2012 Fourthman Communications.
- 12. Incorporating Social Media into Your Campaigns Leverage Social Media to Reinforce Email Campaigns! Socialize Now. 12 © 2012 Fourthman Communications.
- 13. Measuring Results Track Behavior from Clicks to Conversions for Campaign Refinement. Continually Improve Success. 13 © 2012 Fourthman Communications.
- 14. Measuring Results Email marketing metrics tracked by % of organizations tracking them Social sharing rate Revenue per email Response by list segment Post-click conversion rate Clicks per email Clicks per link Delivery rate Open rate Click-through rate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Marketing Sherpa Email Marketing Benchmark Survey 14 © 2012 Fourthman Communications.
- 15. Summary and Checklist Well Worth Your Time to Use and Perfect. Avoid SPAM. Never Buy a List. Building a Solid Opt-in List is a Constant Marketing Campaign. Simplify Your Opt-in Registration Form. Use Segmentation to Target & Personalize. Test to Optimize Results/Avoid SPAM Filters. Leverage Social Media in Campaigns. 15 © 2012 Fourthman Communications.
- 16. For More Information Fourthman Communications Larry Fournier, Chief Marketing Consultant Email: fourthman@fourthmancommunications.com On the Web: www.fourthmancommunications.com Phone: 1-508-714-0431 16 © 2012 Fourthman Communications.
Editor's Notes
- Email is a Proven, Highly-effective Marketing PlatformIn 2012 The DMA Estimates that Email ROI will be Nearly 40%Accounts for Nearly $70 Billion in Sales72% of Participating Companies Highly Rate Email ROI Small business to the Fortune 500 use Email to:Build relationships with existing clientsConnect with potential customersGenerate New leads and Launch PromotionsSupport Inside and Outside Sales Brand the Company and More
- Spam is Email Without PermissionSpam Risks Include Loss of Clients and Tarnishing Your ReputationNever Buy Email ListsRegulations Require You to Have Permission and How Receivers can Opt-in and Opt-outOpt-in Allows Your Visitors The Ability To Register To Receive Any Email MessagesOpt-out Allows Receivers to Easily Stop EmailYou Must Include Opt-out in All Email
- Building a Solid Opt-in List is a Constant Marketing CampaignCreate an Efficient/Seamless Opt-in Registration FormDecide Minimum Registration RequirementsLeverage as Many Touch Points as PossibleSEO or PPC Internet marketing campaigns to Drive Traffic to Landing Pages or Downloads that Include Email address for RegistrationYour website should have a clear and designated Email newsletter sign-up plug-in accessible to every visitorInclude Opt-in Registration Links in Social Media such as Blogs, Twitter Accounts, Facebook, LinkedIn, etc.Special Offers or Whitepaper Downloads that Require an Email Address to Access
- Once You’ve Built an Email List, What Do You Do With The Data? The Next Step is SegmentationList Segmentation Allows You to Target and Personalize the Right WayConsider Segmenting Your List By:IndustryDemographicsBusiness ChallengesProduct Purchases and HistoryProper List Segmentation Enables You to Touch Your Customers Based on Their Expressed Interests to:Decrease Opt-out Rates And Increases Response RatesPersonalize Your Message To Build Relevance And Trust
- What Is Email Marketing? Email Marketing Enables You To Stay In Touch With Your Readers and It Is One Of The Most Effective Forms Of Communicating Through The Internet. Email Is Not Meant To Spam Or Hassle Your Readers…everAuto-responder Email Automatically Sends Messages To Your List Of Subscribers PeriodicallyEmail Marketing Is Not A One-size-fits-all Approach As Some Customers Will Be More Apt To Read Your Newsletter Than An Invitation Or Survey, Etc.Subscribers Choose Their Preferred Content When They Opt-into Your List
- eNewslettersA newsletter is typically distributed once a month or more frequently depending on your readers and is usually the most viewed Email Event InvitationsThese are Email messages geared toward invitations to events including on-site events, Webinars, Seminars and special eventsAutoresponder ProgramsThese drip campaign ideas are a great way for you to have perfect triggers set in place so that you never miss an opportunity with a customer!Welcome ProgramsIncorporate trigger-based Email messages from: download, purchase, and sales inquiry, or registrationCross-Sell/Up-Sell ProgramsUses trigger-based actions based on your customers purchase profilesNurturing ProgramsManages leads through the engagement cycle by applying Email triggers for your prospects based on their interests and their website behaviorCustomer Satisfaction ProgramsTriggered automated messages that gauge their satisfaction with the processAbandonment Programs Triggers messages that offer an incentive for individuals to complete their purchaseWin-Back Programs Allow you to automate a message after a period of time and give you theopportunity to strike up and personalize a relationship with a special note and offer.
- You can Use Email Marketing to:Build demand for a new product/services Boost flat or declining sales by offering specialsDrive traffic to your website by participating in discussions and online forums and offering free sign upCreate loyalty among your user base by having a members only newsletter, and offer valuable consulting advice and insider tipsEncourage repeat purchases by tracking the activities of your clients and sending incentivesIncrease awareness by sending an incentive to visit your siteImprove or change the company image by setting up new media that encourages a free trial of a new product and service
- Effective Email design plays a critical role in deliverability, click through and conversion rates9 out of every 10 Emails are not compliant with proper HTML standards causing rendering and delivery issuesDesigns Should be Simple as Various Email Clients Display DifferentlyYour Email Design Success Formula is About: Concise and relevant copyA compelling call to actionClean, simple design
- Test The Way Your Email Appears In Several Additional Email Service Providers Such as Outlook, AOL, Gmail, Yahoo, Hotmail, Etc. Test The Readability Of Messages In Different Browsers: Internet Explorer, Firefox, Safari, Chrome, and MobileTest All The Links In Your Email, The Graphics and Text PlacementSpam Check the Content and Subject Line of Your Email To Minimize the Effect of Spam Filters
- It is Also Very Important to Conduct Variable or A/B TestingTest Your Segments to Determine Best Results by:Time of DayAmount/Type of TextDay of WeekCall to ActionFrequency of EmailPositioning of Call to ActionSubject LinesHeadersType/Amount of GraphicsSource – Sent FromYou Will Find That Continual Changes and Adjustments are Needed to Optimize Your Email EffectivenessMany Variables Affect The Success Of Your Email So Continue Testing And Don’t Settle For One Formula
- Leveraging Social Media into Email Campaigns Nurtures Leads and Drive ConversionsMonitoring Online Conversations About Your Brand, Industry and Products Strengthens Your SuccessReinforce Your Campaign Messages Across All Marketing MediaUse Social Media Links In Email to Build Your CommunityEncourage Sharing of your Campaigns Using Tools Like Tweet This, Digg This, and FacebookBuild On Relationships That Start SociallyPosition Yourself As an Industry Thought Leader
- Get clear on what your Email management system can do so that you can leverage its full potentialTrack Behavior based on the list Used so you can focus the right offer on the best performing listURL tracking programs allow Email marketers to follow recipients from click-through all the way to the saleOther tracking programs detail how many recipients clicked on the message, when they clicked, whether they made a purchase and more.Many tracking systems offer sending follow-up messages to recipients based on Action Taken or Not Taken
- Email Generates Nearly $70 Billion in Sales and a 40% ROI – It is Well Worth Your Time to Use and PerfectAvoid Spam by Adhering to Regulations – Never Buy a List!Building a Solid Opt-in List is a Constant Marketing CampaignCreate an Efficient/Seamless Opt-in Registration FormList Segmentation Allows You to Target and PersonalizeUse Testing to Optimize Results and Avoid Spam FiltersLeverage Social Media into Email Campaigns to Build Lists, Nurture Leads and Drive ConversionsSet up measurement Criteria for each Email messageMake the Most of the subject line by using clear, non-sales subjects that will not be viewed as spam