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DIY Email Marketing

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Thinking about starting email marketing? This presentation will explain:
1.) Why email marketing is effective
2.) Things you should consider before getting started
3.) Crafting and creating effective email messages
4.) Measuring your email marketing success.

Published in: Technology, Business
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DIY Email Marketing

  1. 1. Katrina KokoskaDIY Email Marketing@kkokoska // kkokoska@schipul.com
  2. 2. Who Am I?@kkokoska
  3. 3. • Why email marketing?• Getting started• Crafting and sending messages• Measurement and managementWhat We’ll Cover@kkokoska
  4. 4. • It has proven value• Engaged audience• Easy to measure• Messages have long shelf life• ROIWhy Email Marketing?@kkokoska
  5. 5. People Find it Valuable@kkokoska
  6. 6. You Have an Engaged Audience@kkokoska40% of consumers enjoy receiving a substantialamount of marketing emails every week –Blue Kangaroo
  7. 7. Easy to Measure@kkokoska
  8. 8. Longer Shelf Life@kkokoska•23.6% of email opensoccur within the firsthour.•A Facebook brandpost will get half of it’sreach in the first 30minutes.
  9. 9. ROI@kkokoska http://THEWEBSHOPPE.NET/email-marketing/cost-comparison-email-marketing-vs-direct-mail/
  10. 10. ROI Again@kkokoska http://blog.hubspot.com/blog/tabid/6307/bid/34032/An-Investigation-Into-the-ROI-of-Direct-Mail-vs-Email-Marketing-DATA.aspx
  11. 11. ROI Again
  12. 12. Takeaways:@kkokoska
  13. 13. @kkokoska http://www.flickr.com/photos/29647247@N00/60963915/Getting Started1. Define objective2. Choose your ESP3. Build your list
  14. 14. • Who is/are your audience(s)?• What is a conversion for them?– Loyalty program– Referrals– Lead nurturing– ClosingWhy are you doing this?@kkokoska
  15. 15. • Fully managed• SaaS• In-HouseChoosing your ESP@kkokoska
  16. 16. • Price• Commitment• Templating features• Reporting• ReputationChoosing your SaaS Solution@kkokoska
  17. 17. The Usual Suspects@kkokoska
  18. 18. List Building - Do’s and Don’ts
  19. 19. • Add checkbox to offline forms• Business cards• Event registrants• *Recent consumersDO: Build your list offline@kkokoska
  20. 20. • Website– Homepage– Sidebar– Contact Form– Check out– Event Registration• Facebook• BlogDO: Build your list online@kkokoska
  21. 21. DO: Segment your list@kkokoskaEmails that have been tailored tospecific audiences throughsegmentation get 50% more clicks thantheir counterparts. – Marketing Sherpa
  22. 22. DO: Tell them what they will receive@kkokoska
  23. 23. DO: Build trust immediately
  24. 24. DO: Continue growing your list@kkokoska
  25. 25. • Buy lists• Harvest email addresses or copy/paste• Precheck the box• Add folks to more lists than they agreed to• Send to folks you haven’t sent to in at least2 years• Anything else that sounds shadyDON’T!@kkokoska
  26. 26. Sender Score: Servicefrom Return Path.Rates sender IP.Sender Reputation:Also calculated byemail networks andISPsSender Score/Reputation@kkokoska
  27. 27. ControllingtheAssaultofNon-SolicitedPornographyAndMarketingCAN-SPAM Act of 2003@kkokoskaEACH separate violation of theCAN-SPAM Act is subject topenalties of up to $16,000
  28. 28. • Define objectives first• Use a SaaS solution• Build your list thoughtfully acrossoffline/digital properties• Don’t be shadyTakeaways:@kkokoska
  29. 29. Crafting and Creating Your Message1.) List2.) Subject Line3.) Message4.) Landing page5.) Timinghttp://www.flickr.com/photos/24687645@N00/2826029311/
  30. 30. Do it firstBe brief and explicitNot appropriate for the hard sellSense of urgency?Avoid SPAM TermsLocalization not personalizationUse your company nameTestSubject Lines@kkokoska
  31. 31. @kkokoskahttp://www.mailermailer.com/Subject Lines
  32. 32. The Email: Design@kkokoska
  33. 33. • Your CTA:– Above the fold?– All roads lead to CTA?– Short and powerful?– Redundant?• How’s your subject line holding up?• Can you “Share with a Friend?”• Have you integrated your other digital properties?The Email: Message@kkokoska
  34. 34. • How does it hold up across emailclients?• How does it look across mobileplatforms?• Can you view in browser and as plaintext?The Email: TechnicalConsiderations@kkokoska
  35. 35. @kkokoska
  36. 36. 1. Never go home2. Focused value proposition3. Clear request4. One step conversionThe Landing Page@kkokoska
  37. 37. @kkokoskaThe Landing Pagehttp://searchengineland.com/the-value-proposition-test-what-is-your-pages-caption-141970
  38. 38. @kkokoskaThe Landing Page
  39. 39. Timing Considerations@kkokoska1. Who is your audience?2. What timezones are you sending to?3. What is it you are asking them do?
  40. 40. @kkokoska
  41. 41. 1. Use an explicit subject line which you havetested2. Be consistent with your branding3. Have a clear CTA which links to a focused page4. Schedule thoughtfully (earlier is better)5. TEST TEST TESTTakeaways@kkokoska
  42. 42. Management and Measurementhttp://www.flickr.com/photos/87434398@N00/136165399/
  43. 43. • Bounce = Undeliverable email–Hard bounce–Soft bounce• Bounce Rate = # hard bounces/list size#1: Bounce Rate@kkokoska
  44. 44. @kkokoskaAverageBounce Ratehttp://www.mailermailer.com/
  45. 45. • Unsubscribe – Opt out• Unsubscribe Rate = # of unsubscribes/ list size#2: Unsubscribe Rate@kkokoska
  46. 46. @kkokoska
  47. 47. • Unique Open Rate – The # of peoplewho open a message• Open Rate = # of opens / emails sent#3: Open Rate@kkokoska
  48. 48. @kkokoska
  49. 49. • Click Thru – Clicking a link in message• Click Thru Rate = # of unique clicks / #of links X recipients#4: Click Rates@kkokoska
  50. 50. @kkokoska
  51. 51. Conversion – Someone did the thingyou wanted them to do.Conversion Rate = # of conversions / #of recipients#5: Conversion Rate@kkokoska
  52. 52. Are You Set Up for Tracking?Are your defined goals set up fortracking?Have you set up e-commerce?
  53. 53. @kkokoskaSet up an Assisted Conversion
  54. 54. 1. Bounce/Unsubscribes – List health2. Open/CTR – Content3. Conversion – Overall performance4. TESTTakeaways@kkokoska
  55. 55. Questions? Contact Me!Katrina Kokoska@kkokoskakkokoska@schipul.com

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