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Email Marketing Bootcamp

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Email Marketing Bootcamp

  1. 1. Welcome to EMAIL MARKETING Bootcamp Best practices in email marketing and how to make it work for you. PRESENTED BY: MICHAEL REYNOLDS
  2. 2. Michael Reynolds About Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
  3. 3. Email Data When marketed through email, consumers spend 138% more than people who don’t receive email offers. (Source: Convince and Convert) ! 91% of consumers use email at least once a day. (Source: ExactTarget) ! 44% of consumers made at least one purchase last year based on a promotional email they received. (Source: Convince and Convert) ! When asked which medium consumers would like to receive updates from, 90% preferred email, while only 10% chose Facebook. (Source: Nielsen Norman Group)
  4. 4. Understanding Your Buyer Create buyer personas and target what they want to hear about, not just your product/service.
  5. 5. Email Goals Weak email goals • “Communicate with my audience” • “Send content and information” • “Run email promotions”
  6. 6. Email Goals Strong email goals • Generate more leads • Nurture leads to be sales-ready • Delight our clients
  7. 7. Email Software Selecting the Right Software: • Email Service Providers vs. Marketing Software • What should we be paying for email software? • Take advantage of Free Trials
  8. 8. Growing an Email List List Growth Strategies: • Webinar/offer/ebook/guide download • During checkout on an ecommerce site • Point of sale check out • Social Media • Share with a friend (utilizing current audience) • Tradeshows/events • During presentations • Pop-up on your website
  9. 9. Keeping Your List Clean Remove inactive email addresses. Don’t just keep piling these on. Your giant list doesn’t matter if only a small percentage are engaged. Sort out by unopened, unclicked, etc. This could help keep your cost down if your ESP/Marketing Software charges by the email send or contact. This should happen every 4-6 months.
  10. 10. Email Segmentation Divide and conquer • Deliver the right message • Deliver it to the right person • Deliver at the right time
  11. 11. Email Segmentation 4 out of 10 subscribers reported that they’ve marked emails as spam simply because they were irrelevant. MarketingSherpa 2011
  12. 12. Email Segmentation
  13. 13. Email Content Say no to the “newsletter” • Keep email campaigns short • One call to action per email • Send high-value content
  14. 14. High-value Content
  15. 15. Subject Lines Weak subject lines • October eNews • Acme Newsletter • May Updates from Acme
  16. 16. Subject Lines Strong subject lines • [Ebook] How to do this amazing thing • [Webinar] The secret to this amazing thing • [Acme] What question can I ask that will intrigue you?
  17. 17. Comparison of Metrics
  18. 18. Email is Magical “People do still open and read email, if it’s worth it. If it’s brief. If there’s only one call to action per email. If you don’t have a return address like pleasegodneverhitreply@donttrytotalktoahuman.com. If you are human with them.”
  19. 19. Email is Magical Twitter followers - 262K followers. Google+ - 126K chrisbrogan.com - 200K unique viewers. Email newsletter - 39K “Guess where I get 10 times more action than ANY other platform? Email. That whole huge media empire and email is what makes me money, pure and simple, cut and dry. “
  20. 20. Welcome to EMAIL MARKETING Bootcamp Best practices in email marketing and how to make it work for you. PRESENTED BY: MICHAEL REYNOLDS

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