Effective email marketing campaigns


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Effective email marketing campaigns

  1. 1. Effective email marketing campaigns Josh from JoshCanHelp.com Resources: joshcanhelp.com/esi
  2. 2. Oh hi there, I'm Josh <ul><ul><li>Web literacy </li></ul></ul><ul><ul><li>Findability </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Conversions </li></ul></ul>
  3. 3. #0 - The Basics <ul><ul><li>Deliverability </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><ul><li>Spam </li></ul></ul><ul><ul><li>Template </li></ul></ul><ul><ul><li>List </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><ul><li>Opens (absolute, rate, unique) </li></ul></ul></ul><ul><ul><ul><li>Clicks (absolute, rate, unique) </li></ul></ul></ul><ul><ul><ul><li>Unsubscribes </li></ul></ul></ul><ul><ul><ul><li>Bounces </li></ul></ul></ul><ul><ul><ul><li>Sent vs. received </li></ul></ul></ul>
  4. 4. 1) The Strategy <ul><ul><li>Who is this going to? </li></ul></ul><ul><ul><li>What are you sending? </li></ul></ul><ul><ul><li>What is your goal for this campaign? </li></ul></ul><ul><ul><li>What is your goal for this email? </li></ul></ul>By Randy Son Of Robert on Flickr
  5. 5. &quot;Who am I sending this to?&quot; <ul><ul><li>List or segment </li></ul></ul><ul><ul><li>Previous emails sent </li></ul></ul><ul><ul><li>Future emails to be sent </li></ul></ul>Understand your audience
  6. 6. &quot;What am I sending?&quot; <ul><ul><li>Informational send </li></ul></ul><ul><ul><li>Request for information </li></ul></ul><ul><ul><li>Urgent </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Promotional </li></ul></ul>Categorize email types
  7. 7. &quot;What is the campaign goal?&quot; <ul><ul><li>Is this temporary or ongoing? </li></ul></ul><ul><ul><li>What's the lead up? Finish? </li></ul></ul><ul><ul><li>What actions do I want to be taken? </li></ul></ul>Goals help planning & learning
  8. 8. &quot;What is this email's goal?&quot; <ul><ul><li>Primary goal (single) </li></ul></ul><ul><ul><li>Secondary goal (minimal) </li></ul></ul><ul><ul><li>How does it contribute to the campaign goal? </li></ul></ul>Be clear on why you're sending
  9. 9. Strategy? Got it!
  10. 10. 2) The List <ul><ul><li>Who are you contacting? </li></ul></ul><ul><ul><li>Where did the emails come from? </li></ul></ul><ul><ul><li>How is it being managed? </li></ul></ul><ul><ul><li>How healthy is it? </li></ul></ul>By sunshinecity on Flickr
  11. 11. &quot;Who am I contacting?&quot; <ul><ul><li>New students (prospects) </li></ul></ul><ul><ul><li>Existing students (enrolled) </li></ul></ul><ul><ul><li>Previous students (alumni) </li></ul></ul>Understand the personas
  12. 12. &quot;Where are these emails from?&quot; <ul><ul><li>Purchased emails (low quality) </li></ul></ul><ul><ul><li>Opt-in on existing forms (much better) </li></ul></ul><ul><ul><li>Specific opt-in (best) </li></ul></ul>Source determines quality
  13. 13. &quot;How is this list being managed?&quot; <ul><ul><li>Unsubscribe options </li></ul></ul><ul><ul><li>Change profile option </li></ul></ul><ul><ul><li>Clean out bounces </li></ul></ul><ul><ul><li>What to do with &quot;dead&quot; emails? </li></ul></ul>Actively manage your lists, segments
  14. 14. &quot;How healthy is this list?&quot; <ul><ul><li>Sending frequency </li></ul></ul><ul><ul><li>Unsubscribes </li></ul></ul><ul><ul><li>Spam reports </li></ul></ul><ul><ul><li>Analytics (opens, clicks) </li></ul></ul><ul><ul><li>Performance (goals) </li></ul></ul>A healthy list is a happy list
  15. 15. List? On top of it!
  16. 16. 3) The Template <ul><ul><li>What is in it? </li></ul></ul><ul><ul><li>How is it designed? </li></ul></ul><ul><ul><li>How is it built? </li></ul></ul><ul><ul><li>When and how is it sent? </li></ul></ul>By Concrete Forms on Flickr
  17. 17. &quot;What is in the email?&quot; <ul><ul><li>Concise, informative, no fluff </li></ul></ul><ul><ul><li>Use headlines and bullet points </li></ul></ul><ul><ul><li>Remember your goal </li></ul></ul><ul><ul><li>Table of contents? </li></ul></ul><ul><ul><li>Write the whole email, then the subject </li></ul></ul>Content is king; write it first
  18. 18. &quot;What is in the email?&quot; <ul><ul><li>Action links to clear landing pages </li></ul></ul><ul><ul><li>Link images </li></ul></ul><ul><ul><li>Balance; don't overdo it </li></ul></ul><ul><ul><li>Remember your goals </li></ul></ul>Link often but link well
  19. 19. &quot;What is in the email?&quot; <ul><ul><li>Email tracking </li></ul></ul><ul><ul><li>Landing page tracking </li></ul></ul>Track everything
  20. 20. &quot;How is it designed?&quot; <ul><ul><li>Match the email to the landing page </li></ul></ul><ul><ul><li>Clear steps forward </li></ul></ul><ul><ul><li>Enough information to make a decision </li></ul></ul>Design for your goal
  21. 21. &quot;How is it designed?&quot; <ul><ul><li>Audience... remember them? </li></ul></ul><ul><ul><li>Email capability </li></ul></ul><ul><ul><li>Email savvy </li></ul></ul>Design for your list - TARGET
  22. 22. &quot;How is it designed?&quot; <ul><ul><li>Text-based </li></ul></ul><ul><ul><li>Clear goals within the email </li></ul></ul><ul><ul><li>Break up content </li></ul></ul><ul><ul><li>Lowest common denominator </li></ul></ul>Design for the format
  23. 23. &quot;How is it designed?&quot; <ul><ul><li>Images may not be loaded </li></ul></ul><ul><ul><li>Images add loading time, size </li></ul></ul><ul><ul><li>No image only emails  </li></ul></ul><ul><ul><li>Can contribute to spam score </li></ul></ul>Watch your images
  24. 24. &quot;How is it built?&quot; <ul><ul><li>Universal email HTML </li></ul></ul><ul><ul><li>Valid code </li></ul></ul><ul><ul><li>Checked for spam content  </li></ul></ul>There's a right and a wrong way
  25. 25. &quot;How is it built?&quot; <ul><ul><li>Unsubscribe </li></ul></ul><ul><ul><li>Change profile </li></ul></ul><ul><ul><li>View in browser </li></ul></ul><ul><ul><li>Contact info </li></ul></ul><ul><ul><li>Reason they are receiving </li></ul></ul>Add recipient-specific features
  26. 26. &quot;How is it sent?&quot; <ul><ul><li>White-listed servers </li></ul></ul><ul><ul><li>Smaller batches </li></ul></ul><ul><ul><li>Watch your frequency </li></ul></ul><ul><ul><li>Time and day </li></ul></ul>Simple considerations
  27. 27. Template? Work of art!
  28. 28. 4) The Post-game <ul><ul><li>What happened? </li></ul></ul><ul><ul><li>What did you learn? </li></ul></ul><ul><ul><li>Who needs more attention? </li></ul></ul>By kevindooley on Flickr
  29. 29. &quot;What happened?&quot; <ul><ul><li>Open rate trend </li></ul></ul><ul><ul><li>Click rate trend </li></ul></ul><ul><ul><li>Primary goal completions </li></ul></ul><ul><ul><li>Secondary goal completions </li></ul></ul>Review the numbers
  30. 30. &quot;What did you learn?&quot; <ul><ul><li>The Strategy - compare </li></ul></ul><ul><ul><li>The List - segments </li></ul></ul><ul><ul><li>The Template - performance </li></ul></ul>These should look familiar
  31. 31. Post game? We won!
  32. 32. Let's wrap this up! <ul><ul><li>Construct a strategy and track your success throughout. </li></ul></ul><ul><ul><li>Build and maintain a healthy list of engaged recipients </li></ul></ul><ul><ul><li>Write, design, build and send great templates. </li></ul></ul><ul><ul><li>Iterate and get better! </li></ul></ul>Put it all together...
  33. 33. Thanks for your time! joshcanhelp.com/esi