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The Definitive Guide to Email Marketing

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The Definitive Guide to Email Marketing

The Definitive Guide to Email Marketing

  1. 1. The Definitive Guide to Email Marketing Presented by Tyler Garns Director of Marketing, Infusionsoft@tylergarns
  2. 2. Housekeeping • A/V Check • You’re all on mute • I’ll launch a few polls to make this interactive • Ask questions through GoToWebinar - I’ll handle them at the end, Quick survey when you leave • This is not a demo of Infusionsoft Go to: http://www.infusionsoft.com/demo • Feel free to tweet if you like the content • How to get on the list for “the Guide”@tylergarns
  3. 3. Context • Many suggest that email marketing is dying and social is the new medium for marketing - Blog post on SmallBizTrends: Social Marketing vs. Email Marketing: Is it War? - Top 10 post - #SMBChat - Sept 8th @ 8pm Eastern • Declining open/click rates over the last few years • People are looking for alternatives to email • People are sending more email to try and get more response@tylergarns
  4. 4. What influences site visits?@tylergarns
  5. 5. Email is still the “inner sanctum”@tylergarns
  6. 6. The majority would rather not be pitched in social media@tylergarns
  7. 7. The Value of Email@tylergarns
  8. 8. 15 Essentials of Email Marketing@tylergarns
  9. 9. First, a poll: • Would you consider yourself a: - Expert email marketer • Been doing this over 3 years, I have a substantial list and I mail to it often - Intermediate email marketing • I’ve been doing email marketing a bit, I have a small list, I’m not super consistent in my communications - Email marketing beginner • I’m a noob. I’m attending this webinar to learn the basics@tylergarns
  10. 10. 1@tylergarns Open Rates
  11. 11. Open Rates • Open rates are RELATIVE, not ABSOLUTE • Use open rates as a gauge of improving or declining effectiveness • How are opens tracked? - Transparent image - When email clients are set to not show images, the open isn’t tracked - Mobile phones often just show text (no open tracking)@tylergarns
  12. 12. Factors in Open Rates • Factors that play into open rates - “From” address (perhaps the most important) - Subject line • Tip: Subscribe to popular magazines to analyze & “steal” their headlines (tested & proven) • The first sentence - Preview mode on cell phones, Gmail, Outook alerts, etc will show the first line • Personalization - use the person’s name@tylergarns
  13. 13. Personalization@tylergarns
  14. 14. 2@tylergarns Click Rates
  15. 15. Click Rates • Clicks measure the effectiveness of the email body • Click rates are ABSOLUTE - But beware the differences • Total clicks vs. unique clicks@tylergarns
  16. 16. Click Rates • What is included? - Any click in the email? - Even the opt-out link? • Clicks/opens vs. Clicks/Sent • Clicks/opens is best for most situations@tylergarns
  17. 17. Shelf Life of Links The mean half life of a link via ‘direct’ sources such as email or instant messaging clients is 3.4 hours.@tylergarns
  18. 18. 3@tylergarns Bounce Rates
  19. 19. Bounce Rates • What is a “bounce”? - When an email server is unable to receive the email being sent, it “bounces” • The mailbox does not exist (hard bounce) • The mailbox is full (soft bounce) • Or when the email server does not exist (general bounce) - Your bounce rate is an indicator of the “health” & “freshness” of your list@tylergarns
  20. 20. What to do with bounces • Filter out hard bounces • Try re-engaging with soft bounces at a later date • Try & engage with hard & general bounces via direct mail, phone, recorded messages, social@tylergarns
  21. 21. 4@tylergarns Text vs. HTML
  22. 22. Text Only emails • Can’t track open rates (no images) • Can’t use anchor text in your emails i.e. click here You have to say: click the following link: http://www.ibm.com • Myth: text only emails get better response than HTML emails • Myth: text only emails don’t get caught in spam filters as often as HTML emails@tylergarns
  23. 23. Text-Only Emails • Even though you can’t “format” plain text, you should still “format” your plain text emails • Use special characters to “frame up” the content • Wrap text at 50-60 characters for easier reading@tylergarns
  24. 24. Text Formatting@tylergarns
  25. 25. HTML Emails • Approx 600 pixels wide - Needs to fit in email client window & be easy to read • Some clients strip out <HTML> & <BODY> tags - this effects styles set in the <HEAD> section as well as body background color • Keep CSS simple, use inline CSS for compatability • Can’t embed video or scripts@tylergarns
  26. 26. HTML Emails • For video, include an image screenshot of the video that is linked to the page with the video • Use “alt” text for images - many clients don’t show images by default@tylergarns
  27. 27. Images in HTML@tylergarns
  28. 28. 5@tylergarns Email Campaigns
  29. 29. Email Campaigns • Newsletter Campaign • New Lead Campaign • Discount Campaign • New Customer Campaign • Referral Campaign • Upsell Campaign • Advertising Campaign@tylergarns
  30. 30. The Purpose of a “Campaign” • The purpose of a campaign is to: - create awareness - educate - create interest - present a clear call to action - create urgency@tylergarns
  31. 31. 6@tylergarns Layout
  32. 32. Email Layout • Keep it simple • People browse through emails quickly - give them what THEY want - make it easily findable • Be consistent in your layout of “series” emails like newsletters • Don’t have multiple competing calls to action • Don’t get too fancy with design • Test layouts for conversion@tylergarns
  33. 33. Additional Layout Thoughts • Long copy vs short copy - Generally long copy can be used more effectively with your list who knows you. Short copy is often better for people you’re trying create initial engagement with • When you’re advertising via email, keep your layout clean, no distractions from your CTA@tylergarns
  34. 34. Advertising Layout@tylergarns
  35. 35. 7@tylergarns Lead Nurturing
  36. 36. Lead Nurturing • Email autoresponders allow you to automate scheduled communications • Use autoresponders to show responsiveness & care, not just consistency • Use pattern interrupt • Use your sequence of emails to lead people through your sales process • My hokey, but powerful method for writing copy: http://bit.ly/mountainmanmethod@tylergarns
  37. 37. 8@tylergarns Segmentation
  38. 38. Segmentation • One of the many reasons email has declined in effectiveness is because more people are adopting it every day and doing it wrong • Loading up a list and blasting is NOT EFFECTIVE • “Batch & Blast” or “Spray & Pray” are not effective tactics because when you don’t segment, you can’t be specific and relevant in your messaging@tylergarns
  39. 39. Segmentation • Segment your email list on these 3 factors at minimum - Lead Source • You know where they came from & what message they responded to - Demographics • Age, sex, income, geographics, etc. - Behavior (most powerful) • Which emails they clicked on, which forms they filled out, which products they’ve purchased, which pages@tylergarns
  40. 40. 9@tylergarns Email Newsletters
  41. 41. Email Newsletters • Be clear about what they’re signing up for • Be consistent in sending but vary the message • Keep it fresh or you’ll train people to ignore (use pattern interrupt) • Make sure the main content they want is readily available and always in the same spot • Regularly check in to allow people to set their preferences (frequency, content, etc)@tylergarns
  42. 42. Relevancy in Newsletters@tylergarns
  43. 43. 10@tylergarns Conversion
  44. 44. Conversion • What is conversion? • Depends on the situation • Make sure you are clear on what conversion means (what’s the purpose of your campaign) - Purchase? - Further opt in? - Request for more info? • Make your calls to action CLEAR@tylergarns
  45. 45. One Clear Call To Action@tylergarns
  46. 46. 11@tylergarns SPAM Compliance
  47. 47. CAN-SPAM Act • Don’t be deceptive in your headers, messaging, or opt-out links • Always provide an opt-out link (don’t try & hide it with a bunch of returns) • Unsubscribe must work for at least 30 days after the email is sent • Must remove unsubscribers within 10 days • Must include physical email address@tylergarns
  48. 48. Avoiding SPAM • Get EXPLICIT permission - Double opt-in is best practice, but doesn’t protect you - Purchasing “opt-in” lists is a no-no • Set clear expectations - Frequency & content • Continue to earn permission • Continue to get permission@tylergarns
  49. 49. Avoiding SPAM • Allow people to set preferences@tylergarns
  50. 50. Avoiding SPAM • Getting through the SPAM filters - Content • Avoid spammy words • Don’t try and game the SPAM filters by writing things like F.R.E.E. That’s even worse • Keep image to text ratio balanced - spammers use one big fat image - don’t do what they do - Sender reputation - that’s your email service provider’s responsibility@tylergarns
  51. 51. Unsubscribe/Opt Out Links@tylergarns
  52. 52. 12@tylergarns Testing
  53. 53. Testing • Testing should be a constant part of your email marketing strategy • Test subject lines • Test layouts • Test calls to action • Use random split tests to get accurate results@tylergarns
  54. 54. 13@tylergarns Dealing With Old Lists
  55. 55. Old Lists • If you haven’t communicated with your lists in a while: - And a “humble apology” email, asking for permission again, and giving an obvious opt-out option - Ask people to double opt-in - Use phone, direct mail, & social to re-engage and regain permission@tylergarns
  56. 56. 14 Dealing With Declining Response@tylergarns
  57. 57. Declining Response • If you communicate with your list regularly, but response is declining: - Scrub your list • Remove hard bounces • Ask for updated email addresses from non- responders (70% or so change within 1 year) • Reach out to consistent non-responders - give them an opportunity to opt-out - Change your tactics - Provide value first@tylergarns
  58. 58. 15@tylergarns Behavior-Based Relevancy
  59. 59. Behavior-Based Content@tylergarns
  60. 60. The Definitive Guide to Email Marketing@tylergarns
  61. 61. Framework for Strategy: The Perfect Customer Lifecycle@tylergarns
  62. 62. @tylergarns
  63. 63. All-In-One@tylergarns
  64. 64. Would you like more information about Infusionsoft? • Yes • No • I’m already a customer@tylergarns
  65. 65. Call your Infusionsoft rep or 866.800.0004 Ext. 1 http://infusionsoft.com/demo Questions?@tylergarns

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