Email may not be a glamorous or sexy way to communicate with your members, but its low cost and versatility make it the workhorse of online communications. Learn how your association can email more effectively through a better understanding of why people open, read and respond to email promotions and announcements. We’ll also cover how to measure your results and take advantage of your data to glean customer insights. View this presentation and walk away with an email marketing plan for use back at the office.

1. Your presenter:
Kelly Clark
Naylor Association
Solutions

2. Email Marketing
• Learn about the various types of
emails and the legal requirements
for sending them
• Learn what formats and elements
make recipients want to open,
read, and respond to an email
• Learn how to read and interpret
email metrics, and use them to
improve your email campaigns
Today’s Objectives
www.naylor.comKelly Clark, Naylor Association Solutions

3. Why email?
Business owners say:
•90% say email performs an important strategic role for their businesses.
•Almost 2/3 of marketing budget holders increased email spend in 2015.
•3 out 5 attribute at least 10% of total customer spend to their email
programs.
•Email has the lowest cost per acquisition (CPA) for all major direct
marketing channels.
•Email has the highest ROI for all major direct marketing channels.
•The average order value (AOV) generated by email is $182.50
•30% of email program revenue is now generated by triggered emails.
Source: Return Path
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4. Why email?
Customers say:
•91 percent of U.S. adults like to receive promotional emails from the
companies they do business with. (MarketingSherpa, 2015)
•72% of American adults prefer companies to communicate with
them via email over any other channel. (Marketing Sherpa, 2015)
•66 percent of consumers have made a purchase based on an email
marketing message they’ve received (Direct Marketing Association, 2013)
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5. Why email?
Source: 2015 Association Communications Benchmark Report,
Naylor Association Solutions and Association Adviser
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6. Start With A Strategy
Don’t leave email marketing to chance.
Email marketing isn't effective unless
you have a goal in mind for using it.
Goals and objectives help ensure that
you email with a purpose.
Goals also help ensure that your
customers know what to do when you
email them.
Why do you email customers?
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7. Start With A Strategy
What is one business goal you
have for 2016?
Examples:
•Boost sales by 15 percent.
•Increase our customer base.
•Increase repeat business.
•Reduce overhead costs.
•Drive more foot traffic to our store.
•Generate more orders of a certain
product or service.
Write down your goal.
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8. Start With A Strategy
Goals should be SMART:
Specific: The what, how, who and why.
Measurable: A benchmark should be
included so you can know if you achieve
your goal.
Achievable: The goal should be a stretch,
but not so big of a stretch that it’s
impossible to reach.
Results-oriented: Goals should measure
outcomes, not activities.
Time-bound: Set a timeframe that creates
a practical sense of urgency.
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9. Start With A Strategy
9
6 Steps to Refine Your Email Goal:
1.Focus on just one product or service.
2.Define your target audience
3.Determine why someone would take action on an email.
4.Define how people will find out about your offer.
5.Determine when people will find out about your offer, and what
their deadline is.
6.Establish where customers can redeem your offer.
www.naylor.comKelly Clark, Naylor Association Solutions

10. Focus on just one product or service:

11. Start With A Strategy
11
6 Steps to Refine Your Email Goal:
1.Focus on just one product or service.
2.Define your target audience
3.Determine why someone would take action on an email.
4.Define how people will find out about your offer.
5.Determine when people will find out about your offer, and what
their deadline is.
6.Establish where customers can redeem your offer.
www.naylor.comKelly Clark, Naylor Association Solutions

12. Define your target audience:
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13. Start With A Strategy
13
6 Steps to Refine Your Email Goal:
1.Focus on just one product or service.
2.Define your target audience
3.Determine why someone would take action on an email.
4.Define how people will find out about your offer.
5.Determine when people will find out about your offer, and what
their deadline is.
6.Establish where customers can redeem your offer.
www.naylor.com
Kelly Clark, Naylor Association Solutions www.naylor.com

14. Why someone would
take action on an email:

15. Start With A Strategy
15
6 Steps to Refine Your Email Goal:
1.Focus on just one product or service.
2.Define your target audience
3.Determine why someone would take action on an email.
4.Define how people will find out about your offer.
5.Determine when people will find out about your offer, and what
their deadline is.
6.Establish where customers can redeem your offer.
www.naylor.comKelly Clark, Naylor Association Solutions

16. How and when will people find out about
your offer?
Consider:
•Your resources
•Your sales cycle
≠
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17. Start With A Strategy
17
6 Steps to Refine Your Email Goal:
1.Focus on just one product or service.
2.Define your target audience
3.Determine why someone would take action on an email.
4.Define how people will find out about your offer.
5.Determine when people will find out about your offer
6.Establish where and when customers can redeem your offer.

18. When and where someone would
take action on an email:

19. Start With A Strategy
Tips!
•Write down your objectives.
•Enlist accountability partners.
•Revisit objectives periodically.
•Get help if you need it.
•Build from your objectives.
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20. Send the same message with every
customer touchpoint!
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21. Build Your Email List
Keep your email lists clean and up to date.
Why is this important?
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22. Build Your Email List
How to build a quality email list:
•Remove unknown users from your list.
•Remove “role emails” from your list:
• info@acme.com
• sales@widgets.com
•Remove bogus or misspelled emails:
• test@test.org
• jane@yaho.com
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23. Build Your Email List

24. Build Your Email List
How to build a quality email list:
•Verify new subscribers before adding
them to your email list.
•Send subscribers a welcome email.
•Email your list regularly.
•Monitor subscriber activity.
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25. Build Your Email List
Welcome email
example:
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26. Build Your Email List
Welcome email
example:
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27. Build Your Email List
How to build a quality email list:
•Email your list regularly.
•Monitor subscriber activity.
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28. Build Your Email List
• Use Paid Search, Social Media, and
other tools to collect addresses.
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29. Build Your Email List
How to build a quality email list:
•Use Paid Search, Social Media, and
other tools to collect addresses.
Watch out for:
• People leaving fake info
• People registering but
unsubscribing right away
• The overall monetary cost of paying
for addresses.
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30. Build Your Email List
How to build a quality email list:
•Provide easy update options
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31. Build Your Email List
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32. Build Your Email List
How to build a quality email list:
•Examine acquisition sources
•Provide easy update options
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33. Build Your Email List
Watch your costs:
Source: MarketingProfs.com
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34. Build Your Email List
Make your unsubscribe button
prominent:

35. Build Your Email List
How will you build your email list?
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36. Now a Word From Our Lawyers
• CAN-SPAM Act of 2003, amended in 2008
• Applies to email sent to Americans
• Canadian Anti-Spam Legislation (CASL),
enacted in 2014
• Applies to email sent to Canadians
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37. Now a Word From Our Lawyers
• Both laws govern only commercial and
transactional emails
• Only commercial emails are subject to CAN-
SPAM and CASL restrictions.
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38. Now a Word From Our Lawyers
MESSAGE A:
TO: Jane Smith
FR: XYZ Distributing
RE: Your Account Statement
We shipped your order of 25,000 deluxe widgets to your Springfield
warehouse on June 1st. We hope you received them in good working order.
Please call our Customer Service Office at (877) 555-7726 if any widgets
were damaged in transit. Per our contract, we must receive your payment of
$1,000 by June 30th. If not, we will impose a 10% surcharge for late payment.
If you have any questions, please contact our Accounts Receivable
Department.
Visit our website for our exciting new line of mini-widgets!
www.naylor.comKelly Clark, Naylor Association Solutions

39. Now a Word From Our Lawyers
MESSAGE B:
TO: Jane Smith
FR: XYZ Distributing
RE: Your Account Statement
We offer a wide variety of widgets in the most popular designer colors and
styles – all at low, low discount prices. Visit our website for our exciting new
line of mini-widgets!
Sizzling Summer Special: Order by June 30th and all waterproof commercial-
grade super-widgets are 20% off. Show us a bid from one of our competitors
and we’ll match it. XYZ Distributing will not be undersold.
Your order has been filled and will be delivered on Friday, June 1st.
www.naylor.comKelly Clark, Naylor Association Solutions

40. Now a Word From Our Lawyers
• CAN-SPAM:
• Don’t use false header information
• Don’t use deceptive subject lines
• Identify the message as an ad
• Tell recipients where you’re located
• Tell recipients how to opt out of receiving
email from you.
• Honor opt-out requests promptly.
• Monitor what others are doing on your
behalf.
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41. Now a Word From Our Lawyers
• CASL:
• You cannot email people unless they have
given you express consent to be emailed.
• Burden of proof of consent is on the
marketer.
• If a customer initiates a transaction with
your business, you can keep them on your
email list for two years, or until they asked to
be unsubscribed.
• Your emails must have your real name,
address, and an unsubscribe mechanism.
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42. Now a Word From Our Lawyers
• CASL: Express Consent
Source: Brainrider.com
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43. Email deliverability
Delivered email is sent email that doesn’t receive a hard
or soft bounce.
This doesn’t mean email that goes into an inbox.
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44. Email deliverability
“Spam” is unsolicited commercial email.
Spam became the term of choice for unsolicited or
repetitive email in the 1990s.
It derives from the Monty Python
sketch where a restaurant patron
becomes annoyed by menu offerings
that all contain spam.
Spam comprises 70% of all email
sent around the world.
“Spam” is whatever the recipient
considers to be junk email.

45. Email deliverability
What this means for you, the marketer:
•Keep email content relevant
•Ask your subscribers what kind of info they want to receive.

46. Email deliverability
What this means for you, the
marketer:
•Use a dedicated IP address.
•Make your sign-up process
memorable, and be up front in
the “From” section of every
email.
•Remind people why they’re
receiving your emails.
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47. Email deliverability
Design your emails using
your overall brand
identity in every email so
your audience recognizes
your business once they
open your email.
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48. Email deliverability

49. Email deliverability
How can you enhance the deliverability of your emails?
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50. Sending Your Emails
How frequently you should email your customers depends on how
often THEY think you should email them, and that’s going to
depend on the following:
1. The total number of emails
you send
2. The length of each email
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51. www.naylor.comKelly Clark, Naylor Association Solutions

52. Sending Your Emails
How frequently you should email your customers depends on how
often THEY think you should email them, and that’s going to
depend on the following:
3. How often you ask them to
take action
4. The relevance of the info you
provide
5. The timing of your emails
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53. Sending Your Emails
What factors should YOU consider
when sending your business emails?
The total number of emails you send
The length of each email
How often you ask them to take action
The relevance of the info you provide
The timing of your emails
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54. Reading and Understanding Email
Analytics
 Click-through rate: How many people clicked on your
email as a percentage of total recipients.
_____________ = 10% CTR
100 recipients
10 clicks
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55. Reading and Understanding Email
Analytics
20 clicks______________ x 100 = 2.6% click-through rate
760 emails opened
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56. Reading and Understanding Email
Analytics
Some email
programs allow you
to see exactly
which links
recipients click.
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57. Reading and Understanding Email
Analytics
Conversion rate: The number of people who
complete your goal after receiving your email.
Conversions can be:
•A click through to your website
•A download
•Redemption of a code
•Purchase of a certain item on your
website
www.naylor.comKelly Clark, Naylor Association Solutions

58. Reading and Understanding Email
Analytics
 Bounce rate: The percentage of your total emails sent
that could not be delivered to recipients’ inboxes.
 Soft Bounce: The result of temporary problems.
 Hard Bounce: The result of an invalid, closed, or non-existent email
address.
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59. Reading and Understanding Email
Analytics
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60.  List Growth Rate: The rate at which your email
marketing list grows (or shrinks).
 Most lists decay by about 25% every year.
 Keep your list growing by constantly updating it and
adding new members.
Reading and Understanding Email
Analytics
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61.  Email forwarding / share rate: The rate at which your
email recipients forward or share your email with
others.
_____________________ = Email forward rate
No. of original recipients
___________________ = 15% forward rate
100 original recipients
Reading and Understanding Email
Analytics
No. of forwards
15 forwards
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62. Reading and Understanding Email
Analytics
An example email report:
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63. Overall Return on Investment:
How much revenue are email-generated sales
bringing in compared to your costs of creating and
sending emails?
Reading and Understanding Email
Analytics
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64. Reading and Understanding Email
Analytics
 Emails are only counted
as “opened” if images
show
 You could have many
more people opening
their emails but not
seeing the images.
 Many people who are
tired of your emails won’t
actually unsubscribe.
They’ll just stop opening.
Open rate Unsubscribe rate
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65. Reading and Understanding Email
Analytics
760 opens
___________________ x 100 = 31.7% open rate
(2488-92) emails delivered
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66. Some metrics you may want to track based
on your campaign’s specific goals:
Reading and Understanding Email
Analytics
 Subscriber list growth
rate
 Number of leads
generated
 Lead-to-customer
conversion rate
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67.  Click-through rate
 Conversion rate – what is your conversion?
 Bounce rate
 List Growth Rate
 Number of leads generated
 Lead-to-customer conversion rate
 Overall ROI of specific emails
 Unsubscribe rate
 Open rate
 Email forward rate
Which analytics will you use?
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68. Questions?
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69. Contact Info:
Kelly Clark,
Manager for Online Marketing
www.Naylor.com
770-576-2633
kclark@naylor.com
Facebook.com/naylorllc
Twitter: @NaylorLLC
LinkedIn Group: Association Executive Roundtable
Subscribe: www.associationadviser.com