In the July 16, 2015 Masters of Marketing webinar, AgencyBuzz Coordinator Sophie Massie discussed the ins and outs of email marketing.

1. Ins and Outs of Managing Your Agency’s Email
Marketing
Sophie Massie
Online Marketing Specialist

2. Managing Data
• Accurate client data is a responsibility to not only
your clients and prospects, but to the success of
your agency
• Use a company to professionally scrub your lists
if your data hasn’t been updated in awhile
• Don’t delete contact records. Instead - update
• Being thorough helps segmentation
• Get a management system that integrates

3. Build Targeted Campaigns
• Sending content that’s relevant is what gets you
noticed and gets leads to convert and customers
to renew
• When thinking about starting a new campaign,
think about the different groups you want to target
and their motivations to purchase

4. Track and Analyze Campaign Statistics
• Compare apples to apples when comparing
campaigns to each other. You don’t want to
compare a birthday card to your auto prospect
campaign
• Create a different spreadsheets for prospecting
campaigns vs. retention campaigns so you can
see which are doing better. Then you can analyze
why one may be doing better than another

5. A/B Testing with Your Campaigns
• Set goals for engagement for your mailings. Here
are typical stats for the insurance industry from
smartinsights.com
• Track your results for your campaigns. If you don’t
have anything to compare it to, your statistics
aren’t useful
• Things to test to improve rates:
Open Click Soft
Bounce
Hard
Bounce
Abuse Unsubscrib
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19.8% 2.2% 0.8% 0.8% 0.0% 0.2%
Subject Line Day of the week Time of Day The “From”
Name

6. August Masters of Marketing
When: August 20th
Presenter: Karly Baker
Title: Strong Call to Actions and Hierarchy