The document provides a 4-step formula for successful email marketing: sending the right message to the right person at the right time with the right frequency. It outlines best practices for each step, including focusing the message on the recipient's needs, segmenting the list, personalizing content, sending on optimal days/times, and testing frequency. Metrics like open and click-through rates are used to evaluate success. The goal is a human-centered approach across channels to build relationships.
The document outlines 117 rules for email marketing. It separates the rules into two categories: 11 Fundamental Imperatives that should always be followed, and the remaining 106 Practice Guidelines that may be implemented differently depending on each company's needs. The rules cover topics like obtaining subscriber permission, list and data management, email design, personalization, and ongoing testing and improvement. Following these rules is meant to help email marketers maximize subscriber engagement and compliance while minimizing unsubscribes and complaints.
The document discusses best practices and strategies for email direct marketing (EDM). It provides information on what EDM is, how to build an EDM strategy, best practices for content, design, and delivery. Additional sections cover database quality, anti-spam techniques, campaign creation, landing page design, benefits, branding, deliverability, testing, reporting, and a checklist for an EDM strategy. The goal is to help marketers and business owners understand how to effectively use EDM to engage subscribers and drive business objectives.
This document provides tips for effectively using newsletters to generate leads. It recommends:
1. Testing newsletter design and layout elements like columns, animations, and calls to action.
2. A/B testing different content like benefits vs. features, navigation structures, and incentive offers.
3. Optimizing newsletters for mobile by using responsive design that adjusts based on device.
4. Creating a landing page from the newsletter to further capture leads and collect user information.
5. Promoting the landing page on social media for customer engagement and higher conversions.
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsMakesbridge
This document discusses key metrics for measuring the success of email marketing campaigns, including delivery rate, open rate, click-through rate, bounce rate, unsubscribe rate, spam complaints, conversion rate, segment performance, and overall ROI. It provides recommended targets for each metric and tips on how to improve metrics like focusing on list quality, subject lines, and providing value in emails. Overall ROI is identified as the most important metric for determining the actual return on marketing investment. The document recommends regularly measuring performance to identify weaknesses and areas for improvement.
Presented by Abu Noaman, CEO of Elliance and Ennect, to Business Technology Council. Includes a visual guide to email marketing best practices with examples, case studies and tips.
This document summarizes and highlights 20 effective email examples from 2014 that were shared on the Email Swipe File pinboard. It showcases emails that advanced personalization, triggered sophistication, unique voice, smart rendering, and inspired fundamentals. Each email example is described in 1-2 sentences and categorized under one of the 5 key email marketing trends that were shaping design and strategy.
With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the
clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
The document outlines 117 rules for email marketing. It separates the rules into two categories: 11 Fundamental Imperatives that should always be followed, and the remaining 106 Practice Guidelines that may be implemented differently depending on each company's needs. The rules cover topics like obtaining subscriber permission, list and data management, email design, personalization, and ongoing testing and improvement. Following these rules is meant to help email marketers maximize subscriber engagement and compliance while minimizing unsubscribes and complaints.
The document discusses best practices and strategies for email direct marketing (EDM). It provides information on what EDM is, how to build an EDM strategy, best practices for content, design, and delivery. Additional sections cover database quality, anti-spam techniques, campaign creation, landing page design, benefits, branding, deliverability, testing, reporting, and a checklist for an EDM strategy. The goal is to help marketers and business owners understand how to effectively use EDM to engage subscribers and drive business objectives.
This document provides tips for effectively using newsletters to generate leads. It recommends:
1. Testing newsletter design and layout elements like columns, animations, and calls to action.
2. A/B testing different content like benefits vs. features, navigation structures, and incentive offers.
3. Optimizing newsletters for mobile by using responsive design that adjusts based on device.
4. Creating a landing page from the newsletter to further capture leads and collect user information.
5. Promoting the landing page on social media for customer engagement and higher conversions.
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsMakesbridge
This document discusses key metrics for measuring the success of email marketing campaigns, including delivery rate, open rate, click-through rate, bounce rate, unsubscribe rate, spam complaints, conversion rate, segment performance, and overall ROI. It provides recommended targets for each metric and tips on how to improve metrics like focusing on list quality, subject lines, and providing value in emails. Overall ROI is identified as the most important metric for determining the actual return on marketing investment. The document recommends regularly measuring performance to identify weaknesses and areas for improvement.
Presented by Abu Noaman, CEO of Elliance and Ennect, to Business Technology Council. Includes a visual guide to email marketing best practices with examples, case studies and tips.
This document summarizes and highlights 20 effective email examples from 2014 that were shared on the Email Swipe File pinboard. It showcases emails that advanced personalization, triggered sophistication, unique voice, smart rendering, and inspired fundamentals. Each email example is described in 1-2 sentences and categorized under one of the 5 key email marketing trends that were shaping design and strategy.
With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the
clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
Email marketing delivers the highest ROI of other marketing mediums. Statistically many small businesses are not using this to their advantage. A copy of the presentation from our mastermind meetup is here for reference.
1. The document discusses trends affecting email marketing in 2009, including customers expecting more control over their email preferences and experiences, the proliferation of communication channels, and the growth of social networks.
2. It emphasizes embracing customer expectations by enabling preference centers, focusing on long-term prospect conversion through behavioral campaigns, and minimizing churn through welcome programs and easy unsubscribing.
3. The document also stresses designing emails for multiple devices and platforms, and exploring opportunities in social media to extend the reach of emails.
On February 24th, Three Hats Marketing will host an Email Marketing Workshop. In this 2-1/2 hour workshop, we will demonstrate how a fictitious company goes through the entire process of email marketing from defining the strategy through the execution. We will walk you through, step-by-step addressing all of the issues your company should consider including:
* Strategy and Goals for your email marketing program
* Initial and on-going distribution list building techniques
* Designing and building engaging email templates
* Creating good content
* Creating landing pages to increase conversions
* List segmentation and results measurement
* and more!
social Email marketing. Targeting your email marketing, email segmentation through analytics, blog your email, following up email, use an auto-responder
The document provides guidance on email marketing best practices, including six steps for creating effective email campaigns: authentication and deliverability, template design, email content, testing and optimization, sending best practices, and tracking and reporting. It discusses the importance of deliverability and recommends setting up authentication, warming up new IP addresses gradually over 2-6 weeks, and using opt-in lists. It also provides tips for designing email templates, such as including calls to action, breaking up text, and using images. Effective email template design considers the type of email and ensures the template is clean, easy to read and scan.
Using email to get relevant and to get incremental revenue by www velomarketi...Velo//
First delivered at eCommerce Expo back in 2008, this presentation covers how pioneering eCommerce companies use targeting and relevant content to drive additional revenue from their audiences
Cold emails can still be an effective sales tool if done strategically. The document provides 5 steps to improve cold email effectiveness: 1) use an exciting subject line, 2) structure emails to grab attention, 3) don't wait for the perfect time but send now, 4) track metrics to improve targeting, and 5) make emails fun and engaging. Monitoring results and continuously improving the process is key to maximizing benefits from cold emailing.
This document provides best practices for email marketers. It begins with the ten most important tips, which include only sending emails to those who opt-in and keeping content relevant. It discusses the difference between permission-based marketing and spam. Various best practices are then covered such as personalization, list segmentation, deliverability, and growing email lists. The goal is to maximize ROI through following permission-based marketing guidelines.
6 Retail Email Marketing Priorities for 2015Chad S. White
Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year.
To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world examples that allow you to take a deep-dive into the topics that are most important to you:
1. Reassessing program goals
2. Getting mobile-friendly
3. Optimizing snippet text
4. Increasing targeting and personalization
5. Building out triggered emails
6. Keeping inactivity in check.
Check out this slide deck and see why making progress on each of these priorities between now and October will get your email program in excellent shape for the upcoming holiday season.
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011ion interactive
This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.
This document discusses key email marketing metrics and how to track them. It explains that clickthrough rate is the most important metric to measure engagement. While open rate is still important, it is not as reliable a metric due to variations in how emails are opened. Delivery rate depends on list quality so maintaining a clean list is important. The document also covers how to calculate conversion rates from email campaigns.
The document discusses best practices for email marketing such as keeping email widths under 650px, including a clear call to action within the first 400px, and making content understandable with images switched off. It also provides email marketing statistics and offers ideas for the real estate industry including lifecycle marketing, automated property listing triggers, and using "signs on steroids" with virtual SMS codes. Transactional emails are highlighted as an underutilized opportunity that can help build permission and loyalty with high open rates.
The document is a list of 66 questions about email marketing best practices answered by Mark Kilens and Jeanne Hopkins. It covers topics such as email metrics, templates, content, segmentation, deliverability, and lead nurturing. The questions provide guidance on how to optimize email campaigns, measure performance, and engage subscribers effectively.
10 Steps to a Successful Email Marketing CampaignLaura Comben
In this white paper, we examine how every business can create more powerful email marketing campaigns.
By the end of this white paper you’ll know how to:
Define your goals
Increase open rates and engagement
Create winning subject lines and copy
The Importance of testing
Expand your social circle
Use reporting to improve future sends
Integrate your software.
http://cobb.agency/digital
From Email Marketing 101 course taught at Parisoma, San Francisco.
Almost every online business utilizes Email Marketing in some capacity to reach their audience, from F500s to small shops. The problem is that very few organizations do it right. Engaging and retaining customers is important, and your customers will love you if you're able to share the content and offers they're looking for. This class will run through best practices, wide-ranging aspects that make a successful program, examples, and personal experiences from being behind some of the largest Email Marketing programs out there.
TOPICS COVERED:
* Best Practices
* Goal-setting
* What kind of tools you need
* Deliverability
* Performance Metrics
* Segmenting
* Specific programs around target segments
* Email-specific Testing plans
* Examples and case studies of how the pros are doing it
INSTRUCTOR:
Anish Shah is a sought-after Strategist that has spent the better half of the last decade growing Email Marketing programs for brands and startups. He currently runs Bring Ruckus Marketing, where he has consulted for brands like Shutterfly, Zazzle, University of Phoenix, and Planet Fitness. In a previous existence, he helped grow Snapfish's Email Marketing program over 100% YoY. And a couple lifetimes ago, he worked with brands like Old Navy, Sephora, Microsoft, Intel, Sidestep, and more at the largest Email Marketing Agency of the time.
He also helps companies recruit the right Marketing talent. Because, well...why the hell not? And if you've got a social good project, he will love listening to you about it.
eMarketer Webinar: Best Practices for Email MarketingeMarketer
Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.
This document discusses best practices for creating automated email drip campaigns, including personalizing content, tracking engagement, A/B testing, and collecting user data. It provides examples of dynamic content that acknowledges whether a user attended an event. Completion actions allow splitting users into different journeys based on email interactions. Metrics like open and click rates can be used to test subject lines, templates, and content. Past projects demonstrate introducing new prospects with introductory content and driving webinar registrations through segmented multi-week campaigns.
Value of Email Marketing
EMAIL MARKETING IS THE BEST USE OF A LIMITED BUDGET
When you build email marketing infrastructure, you are investing in a long-term sales strategy. A month of ad-spend can drive sales now. Applying that same budget to email marketing can drive sales for a year or more.
It’s Effective
TRUST THE NUMBERS
Average CTR for email is around 3% compared to 0.5% for a tweet.
4.24% of visitors buy something compared to 2.49% from search engines and 0.59% from social media.
It’s Measurable
The best email marketing platforms include built-in analytics so you can see which emails are performing, what percentage are being opened and what percentage of recipients are clicking links.
It’s Affordable
With email marketing, your budget goes towards infrastructure instead of ad-spend.
Monthly fees are manageable and can be easily estimated based on the size of your mailing list.
Email Marketing Platform
HOW AN AGENCY EVALUATES SOFTWARE
Choosing a software platform is a lot like hiring an employee; the goal is to properly vet them to insure they are reliable, easy to work with, here to stay, and will grow with your company. Just about any email marketing platform will do the job but some will do more than others.
Email Marketing Terms
THE LANGUAGE OF EMAIL MARKETING
Understanding the language of email marketing is the first step to building an email marketing plan that leverages all of the available features.
Sending the right email to the right person 2014 - Class #8 HubSpot Inbound A...Sorin Magureanu
Is email marketing dead? No way.
In fact, email is one of the most profitable marketing channels in terms of ROI. What kind of emails should you send? How should you segment your contact database to ensure that you're sending the right email to the right person? What email metrics should you look at, and why? This class will explore those questions and look at how email can help you.
This class fits into the "Close" stage of Inbound Methodology - once we have leads, we have to make sure we're emailing the right message to the right person in order to facilitate the buyer's journey.
http://academy.hubspot.com/inbound-marketing-certification/close/email
Sending the Right Email to the Right PersonHubSpot
Is email marketing dead? No way. In fact, email is one of the most profitable marketing channels in terms of ROI. What kind of emails should you send? How should you segment your contact database to ensure that you're sending the right email to the right person? What email metrics should you look at, and why?
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Email marketing delivers the highest ROI of other marketing mediums. Statistically many small businesses are not using this to their advantage. A copy of the presentation from our mastermind meetup is here for reference.
1. The document discusses trends affecting email marketing in 2009, including customers expecting more control over their email preferences and experiences, the proliferation of communication channels, and the growth of social networks.
2. It emphasizes embracing customer expectations by enabling preference centers, focusing on long-term prospect conversion through behavioral campaigns, and minimizing churn through welcome programs and easy unsubscribing.
3. The document also stresses designing emails for multiple devices and platforms, and exploring opportunities in social media to extend the reach of emails.
On February 24th, Three Hats Marketing will host an Email Marketing Workshop. In this 2-1/2 hour workshop, we will demonstrate how a fictitious company goes through the entire process of email marketing from defining the strategy through the execution. We will walk you through, step-by-step addressing all of the issues your company should consider including:
* Strategy and Goals for your email marketing program
* Initial and on-going distribution list building techniques
* Designing and building engaging email templates
* Creating good content
* Creating landing pages to increase conversions
* List segmentation and results measurement
* and more!
social Email marketing. Targeting your email marketing, email segmentation through analytics, blog your email, following up email, use an auto-responder
The document provides guidance on email marketing best practices, including six steps for creating effective email campaigns: authentication and deliverability, template design, email content, testing and optimization, sending best practices, and tracking and reporting. It discusses the importance of deliverability and recommends setting up authentication, warming up new IP addresses gradually over 2-6 weeks, and using opt-in lists. It also provides tips for designing email templates, such as including calls to action, breaking up text, and using images. Effective email template design considers the type of email and ensures the template is clean, easy to read and scan.
Using email to get relevant and to get incremental revenue by www velomarketi...Velo//
First delivered at eCommerce Expo back in 2008, this presentation covers how pioneering eCommerce companies use targeting and relevant content to drive additional revenue from their audiences
Cold emails can still be an effective sales tool if done strategically. The document provides 5 steps to improve cold email effectiveness: 1) use an exciting subject line, 2) structure emails to grab attention, 3) don't wait for the perfect time but send now, 4) track metrics to improve targeting, and 5) make emails fun and engaging. Monitoring results and continuously improving the process is key to maximizing benefits from cold emailing.
This document provides best practices for email marketers. It begins with the ten most important tips, which include only sending emails to those who opt-in and keeping content relevant. It discusses the difference between permission-based marketing and spam. Various best practices are then covered such as personalization, list segmentation, deliverability, and growing email lists. The goal is to maximize ROI through following permission-based marketing guidelines.
6 Retail Email Marketing Priorities for 2015Chad S. White
Getting ready for the holiday season is almost a year-round effort—which is to say you’re preparing for November and December the other 10 months of the year.
To help you prep, I discuss 6 retail email marketing priorities in this slide deck, which includes supplemental links to research reports, articles, and real-world examples that allow you to take a deep-dive into the topics that are most important to you:
1. Reassessing program goals
2. Getting mobile-friendly
3. Optimizing snippet text
4. Increasing targeting and personalization
5. Building out triggered emails
6. Keeping inactivity in check.
Check out this slide deck and see why making progress on each of these priorities between now and October will get your email program in excellent shape for the upcoming holiday season.
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011ion interactive
This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.
This document discusses key email marketing metrics and how to track them. It explains that clickthrough rate is the most important metric to measure engagement. While open rate is still important, it is not as reliable a metric due to variations in how emails are opened. Delivery rate depends on list quality so maintaining a clean list is important. The document also covers how to calculate conversion rates from email campaigns.
The document discusses best practices for email marketing such as keeping email widths under 650px, including a clear call to action within the first 400px, and making content understandable with images switched off. It also provides email marketing statistics and offers ideas for the real estate industry including lifecycle marketing, automated property listing triggers, and using "signs on steroids" with virtual SMS codes. Transactional emails are highlighted as an underutilized opportunity that can help build permission and loyalty with high open rates.
The document is a list of 66 questions about email marketing best practices answered by Mark Kilens and Jeanne Hopkins. It covers topics such as email metrics, templates, content, segmentation, deliverability, and lead nurturing. The questions provide guidance on how to optimize email campaigns, measure performance, and engage subscribers effectively.
10 Steps to a Successful Email Marketing CampaignLaura Comben
In this white paper, we examine how every business can create more powerful email marketing campaigns.
By the end of this white paper you’ll know how to:
Define your goals
Increase open rates and engagement
Create winning subject lines and copy
The Importance of testing
Expand your social circle
Use reporting to improve future sends
Integrate your software.
http://cobb.agency/digital
From Email Marketing 101 course taught at Parisoma, San Francisco.
Almost every online business utilizes Email Marketing in some capacity to reach their audience, from F500s to small shops. The problem is that very few organizations do it right. Engaging and retaining customers is important, and your customers will love you if you're able to share the content and offers they're looking for. This class will run through best practices, wide-ranging aspects that make a successful program, examples, and personal experiences from being behind some of the largest Email Marketing programs out there.
TOPICS COVERED:
* Best Practices
* Goal-setting
* What kind of tools you need
* Deliverability
* Performance Metrics
* Segmenting
* Specific programs around target segments
* Email-specific Testing plans
* Examples and case studies of how the pros are doing it
INSTRUCTOR:
Anish Shah is a sought-after Strategist that has spent the better half of the last decade growing Email Marketing programs for brands and startups. He currently runs Bring Ruckus Marketing, where he has consulted for brands like Shutterfly, Zazzle, University of Phoenix, and Planet Fitness. In a previous existence, he helped grow Snapfish's Email Marketing program over 100% YoY. And a couple lifetimes ago, he worked with brands like Old Navy, Sephora, Microsoft, Intel, Sidestep, and more at the largest Email Marketing Agency of the time.
He also helps companies recruit the right Marketing talent. Because, well...why the hell not? And if you've got a social good project, he will love listening to you about it.
eMarketer Webinar: Best Practices for Email MarketingeMarketer
Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.
This document discusses best practices for creating automated email drip campaigns, including personalizing content, tracking engagement, A/B testing, and collecting user data. It provides examples of dynamic content that acknowledges whether a user attended an event. Completion actions allow splitting users into different journeys based on email interactions. Metrics like open and click rates can be used to test subject lines, templates, and content. Past projects demonstrate introducing new prospects with introductory content and driving webinar registrations through segmented multi-week campaigns.
Value of Email Marketing
EMAIL MARKETING IS THE BEST USE OF A LIMITED BUDGET
When you build email marketing infrastructure, you are investing in a long-term sales strategy. A month of ad-spend can drive sales now. Applying that same budget to email marketing can drive sales for a year or more.
It’s Effective
TRUST THE NUMBERS
Average CTR for email is around 3% compared to 0.5% for a tweet.
4.24% of visitors buy something compared to 2.49% from search engines and 0.59% from social media.
It’s Measurable
The best email marketing platforms include built-in analytics so you can see which emails are performing, what percentage are being opened and what percentage of recipients are clicking links.
It’s Affordable
With email marketing, your budget goes towards infrastructure instead of ad-spend.
Monthly fees are manageable and can be easily estimated based on the size of your mailing list.
Email Marketing Platform
HOW AN AGENCY EVALUATES SOFTWARE
Choosing a software platform is a lot like hiring an employee; the goal is to properly vet them to insure they are reliable, easy to work with, here to stay, and will grow with your company. Just about any email marketing platform will do the job but some will do more than others.
Email Marketing Terms
THE LANGUAGE OF EMAIL MARKETING
Understanding the language of email marketing is the first step to building an email marketing plan that leverages all of the available features.
Sending the right email to the right person 2014 - Class #8 HubSpot Inbound A...Sorin Magureanu
Is email marketing dead? No way.
In fact, email is one of the most profitable marketing channels in terms of ROI. What kind of emails should you send? How should you segment your contact database to ensure that you're sending the right email to the right person? What email metrics should you look at, and why? This class will explore those questions and look at how email can help you.
This class fits into the "Close" stage of Inbound Methodology - once we have leads, we have to make sure we're emailing the right message to the right person in order to facilitate the buyer's journey.
http://academy.hubspot.com/inbound-marketing-certification/close/email
Sending the Right Email to the Right PersonHubSpot
Is email marketing dead? No way. In fact, email is one of the most profitable marketing channels in terms of ROI. What kind of emails should you send? How should you segment your contact database to ensure that you're sending the right email to the right person? What email metrics should you look at, and why?
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
- An A/B test was conducted on email subject lines, with 100 recipients receiving Email A and 100 receiving Email B. Email A had a longer, more descriptive subject line while Email B had a shorter, more direct subject line.
- Email A had a higher open rate of 46.5% compared to 40.4% for Email B. However, the click-through rates were not statistically significantly different.
- The goal of the A/B test was to determine the most effective subject line style to use for future email campaigns. While Email A performed slightly better in open rates, the differences were not large enough to conclusively select one subject line type over the other based on the test.
Succesvolle e-mailmarketing campagnes hebben drie kenmerken gemeen: een goede strategie, een sterke boodschap en een kwalitatieve database.
In deze sessie vertelt Tamara Gielen hoe u een kwalitatief adressenbestand opbouwt, wat de elementen zijn van een goede e-mailmarketingstrategie en hoe u uw boodschappen moet opbouwen om een zo optimale response te krijgen.
Email marketing is still an effective way to engage customers, but open and click-through rates have declined in recent years due to factors like spam filters and increased volume of emails. To improve email marketing campaigns, companies should test different subject lines, content, call-to-action buttons, and timing of emails. Data from past campaigns should be tracked and used to optimize future emails and increase subscriber engagement and acquisition. Testing email components through A/B testing is important to determine what elements work best.
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isn’t)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
Email Marketing Rules for Healthcare OrganizationsAIS Media, Inc.
This document provides an overview of email marketing best practices for healthcare professionals. It discusses how email remains an effective marketing channel, providing tips on building an email list, segmenting audiences, creating compelling content and calls to action, designing for mobile, and tracking email marketing results. Examples of email marketing statistics for the dental and healthcare industries are also presented.
For advertisers and affiliate managers: a workshop that will provide all with a better understanding of how to buy and measure the performance of their email campaigns.
This document provides guidance on email marketing best practices. It discusses building an audience through website capture forms, data cleansing to ensure accurate subscriber information, using surveys to gather feedback and cleanse data, planning email marketing campaigns carefully considering the right frequency of emails, improving email reputation through deliverability best practices, designing effective email copy and content, and ensuring high deliverability rates. The overall message is that taking time to implement these best practices through an integrated approach can help email marketers achieve better response rates and returns on their email marketing campaigns.
The document describes an A/B test of email subject lines conducted by Melina Miller. Miller sent an email to 204 contacts split evenly between two groups. One group received an email with the subject line "A Digital-First Approach to Brand Marketing" and the other received "Expert Insights: Why A Digital-First Approach to Brand Marketing Is Essential". The open rates for each email were similar at around 48%, while the click-through rates were 25% for the first subject line and 28% for the second. A chi-square test found the differences in click-through rates were not significant. Therefore, either subject line could effectively be used going forward.
Email Marketing:Today's tool for effective customer interactionBill Powell
The document discusses email marketing strategies and tools. It outlines how email can be used as an interactive and cost-effective marketing channel to build customer relationships through targeted, permission-based communications. Metrics like open and click-through rates are mentioned to track engagement and inform future campaigns. Segmentation, personalization, automation and testing are presented as ways to increase relevance and response.
Boosting Demand Generation with Effective Email Marketing Campaigns.pdfDemanday group
DEMANDAY (formerly The Marketing Code) is a global Digital Transformation sales engagement and enablement company focused on executing Sales & Marketing programs by leveraging Technology to drive potential revenue growth for our customers across the globe
Benefits of Email Marketing. Targeted email marketing. Cost comparison between an email campaign vs. direct mail. When you would use an email marketing campaign and best practices.
E-mail marketing is an effective way to build relationships with customers and track results. It allows customers to feel in control by only receiving messages they have opted into. Good e-mail marketing is personalized, builds trust through regular communication, and respects the customer's time and privacy. Marketers must obtain explicit customer permission to send emails and provide valuable information in exchange to keep customers engaged over time. Integrating e-mail with social media encourages ongoing conversations that drive new subscribers and increase engagement.
Cold emails, till some time back, was one of the top methods that companies would use for generating outbound sales. Unfortunately, misuse of this method and spamming the customer's inbox with unnecessary mails has tarnished the reputation of this method.
Understanding Results Oriented Email Marketing by TheInfoPlotterTemitope Longe
Email remains one of the most powerful marketing tool to build trust with customers and convert leads to customers. This presentation provides practical step on "How you can send the right content in the right format at the right time to the right people to achieve desired results"
14 Things to Completely Rethink About Email Marketing in 2011Engauge
The document discusses 14 ways to rethink email marketing in light of social media and mobile usage trends. Key points include segmenting lists and sending fewer emails, focusing on engaged audiences, identifying the mobile email audience, and leveraging social conversations for email content ideas. Current email design is limited by HTML and CSS support, but new developments may expand possibilities.
The document provides an overview and agenda for taking an email marketing program to the next level. It covers key topics like optimizing opt-in processes, using preference centers, segmenting email lists, improving deliverability, and best practices for subjects lines and welcome emails. Specific metrics and case studies are presented to support the importance of these strategies.
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
*From HubSpot Academy*
Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.
Similar to 4-Step Formula for Sending Good Email (20)
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
3. THE RIGHT
MESSAGE
TO THE RIGHT
PERSON
AT THE
RIGHT TIME
WITH THE
RIGHT
FREQUENCY
1 2 3 4
= EMAIL MARKETING SUCCESS
+ + +
Sending…
4. THE RIGHT MESSAGE
Start by asking yourself, what is the
purpose of this email? Or better yet, what
do you want your recipient to do.
1 TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
7. Give before you take.
People do not want to be sold to.
Create trust by sharing valuable
information. Don’t always be selling.
8. 7-word optimal subject line (41 characters)
Subject lines
This is what gets people to open
your email. According to
Marketo, seven-word subjects
lines that have an average
character count of 41 characters
earn optimal engagement.
From Address
This is how your name
appears in someone’s inbox.
NEVER use a “no-reply”
email address.
9. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
10. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
Quick Tips
• People say they prefer HTML
(designed) emails, but plain-text
emails are proven (via Hubspot) to
have better engagement rates
• Make it easy on yourself and keep
it clean and simple
• Personalize content where possible
• Email should not be treated as
landing pages. You want to tease
your reads to actually click and
then learn more on a website.
• Keep mobile in mind and limit
scroll
11. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
Quick Tips
• The most important piece of your
message
• Remember the purpose of your email
and try to limit the number of CTAs
• Use language that describes why a
user should follow a link. Use verbs to
describe what they will do by
interacting with the CTA and, if
possible, create a sense of urgency or
timeliness.
• Use bold colors to add contrast and
draw the eye to the CTA
12. By stepping into your audience’s shoes, it allows
you to focus on the person behind the email
address versus want you want to say about yourself.
2
TO THE RIGHT PERSON
TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
13. People want to be viewed
as competent (but secretly
look for help)
14. People will accept the
status quo until they have
a distinct reason not to
16. FACT: Segmented email campaigns
perform better than non-segmented
14.32% higher Open Rates
100.95% higher Click-Thru-Rates (CTRs)
*SOURCE: https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics
17. Email list segmentation is critical to success.
LOCATION DEMOGRAPHICS INTERESTS &
ENGAGEMENT
CUSTOMER
JOURNEY PHASE
18. Personalize where possible… just make it’s
genuine and you’re talking like a human
According to Marketo, emails with
personalized subject lines are 26% more
likely to be opened
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
19. To do this, keep an eye on analytics,
specifically engagement metrics
3TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
AT THE RIGHT TIME
20. 26 27 28 29 30 31 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 1
M T W T F S S
2 3 4 5 6 7 8
Tuesday is the best
day of the week to
send email
(according to 10
email marketing
studies)
21. Experiment.
Watch your metrics – they are the
window into your recipient’s inbox.
Lots of opens and clicks often means
you’re sending at the right time
23. This can depend on your industry, but the key
component is quality over quantity.
4TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
WITH THE RIGHT FREQUENCY
26. NEVER STOP TESTING
Use data to figure out what’s working (and what’s not), and
apply learnings to future campaigns.
27. What one thing am I testing?
Do I have enough data to know
the result is meaningful?
What metric is the best
measure of success?
28. 10 Instant ideas
Test #1: Send at different times of days
Test #2: Different language in subject lines
Test #3: Length of subject lines
Test #4: Personalize the subject line
Test #5: Change first line of your email
Test #6: Longer vs shorter emails
Test #7: Varying levels of personalization is body copy
Test #8: Your CTA language
Test #9: Your CTA formatting – links vs buttons
Test #10: Use of certain images
29. The average open rate for
all industries is 20.81%
Business and Finance: 20.47%
Insurance: 20.99%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
30. The average click-thru-rate for
all industries is 2.43%
Business and Finance: 2.59%
Insurance: 2.09%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
32. TOTAL
EMAILS OPENED
2,047
TOTAL VISITS TO
DESTINATION LANDING PAGE
=
53
CLICK-THRU-RATE
INDUSTRY BENCHMARK*
X
2.59%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
33. TOTAL VISITS TO
DESTINATION LANDING PAGE
53
TOTAL FORM SUBMISSIONS
(LEADS)
=
1.8
FORM CONVERSION RATE
INDUSTRY BENCHMARK*
X
3.4%
*SOURCE: https://www.smartinsights.com/lead-generation/lead-generation-
analytics/average-landing-page-conversion-rates-for-lead-generation/
34. • Create remarketable email
content
• Encourage others to share or
forward
• Reinvigorate a stale email list
with an opt-in campaign
EMAIL SOCIAL MEDIAWEBSITE TRAD MARKETING
• Promote online content with
free give-a-ways
• Promote lead-gen offers
• Add a CTA button to top of
Facebook page
• Create a new lead-gen offer –
gated content
• Create a free online tool or
resource
• Improve website forms – limit
the amount of required fields
• Guest write on other websites
• Use social proof and
testimonials about content
• Collect emails at trade shows
• Host in-person events
• Host an online webinar
Your email marketing database degrades by 22.5%
every year, according to Hubspot
HOW TO BUILD DISTRIBUTION LIST
35. Taking a human-centered approach by finding
people where they’re talking and adding value to
that conversation – no matter where it’s taking
place. This means constantly searching for new
and better ways to interact with users,
relentlessly breaking down boundaries between
platforms to build multi-channel relationships.
DIGITAL MARKETING SUCCESS
It’s a fascinating time to work in marketing.
DESCRIPTION OF PRESENTATION – NOT TALKING POINTS
A 5-step formula to simplify digital marketing and advertising. Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.
To help simplify. And hopefully you’re take-a-way, “well this isn’t a whole lot different” than what I’m doing now
To make sure you’re sending the RIGHT content…
And if you’re answer is YES to more than 1 or 2 of these… send multiple emails.
Why? Why do those who tell the stories rule the world? Why not those who make the food or those who write the laws? Furthermore, why would we trust storytellers more than people who have been trained to lead?
Because we, as humans, are uniquely programmed to understand and remember great stories. Great stories make us care and help build relationships between us and the world around us.
People do not want to be sold to
Subject line character count visibility will vary by web platform, email client, and device (mobile, desktop, etc.)
Technology is no longer the barrier. Today, the barrier is telling a great story that resonates with your audience.
Here are some examples of more descriptive, enticing calls-to-action:
Shop Fall collection now
Access your account
Get 50% off today
Start testing
Learn more
Some CTAs, like “buy now” infer a greater commitment on behalf of the subscriber—you’re asking them to spend their money by clicking the button. On the contrary, “shop now” represents a much lower commitment. A while back, we ran some tests to see if high or low commitment language works best. We found that typically, low commitment propositions work better for calls-to-action.
While this is a very simple concept, it is often forgotten. Many people are more focused on what it is they want to say about themselves, instead of focusing on what their audience are looking for.
Be sure to study your target market and use your findings to inform your strategy to meet your objectives. What are their needs, wants, contexted
What you spend in digital is less important than how it helps to strengthen the consumer connection.
From the Harvard Business Review:
Most B2B sellers think their customers are in the driver’s seat—empowered, armed to the teeth with information, and so clear about their needs that they don’t bother to engage with suppliers until late in the process, when their purchase decision is all but complete.
Customers don’t see it that way. They may be better informed than ever, but CEB research shows that they’re deeply uncertain and stressed ... Customers are increasingly overwhelmed and often more paralyzed than empowered.
The solution? Empower customers with good information that adds value to their day.
https://hbr.org/2017/03/the-new-sales-imperative
From a 2013 Ernst and Young survey:
89% of business executives polled said quality of service was the single most important criterion for selecting and keeping their core bank, however roughly 73% gave their banks high marks in this area.
For us to break through the clutter, we must present our solutions in a way that resonates with the recipient and gives them a reason to pay attention.
http://www.ey.com/GL/en/Industries/Financial-Services/Banking—Capital-Markets/Successful-corporate-banking—Bank-performance-criteria
People have different reasons for deciding to follow your content. Find out what those are, and send people down different curated pathways based on what you know about them
Lots of opens and clicks often means you’re sending at the right time
NEVER send an email just because – if you don’t have a purpose that’s relevant towards your audience.
According to the DMA, the four most important email marketing metrics (as identified by advertisers) are:
CTR,
Conversion rate,
Open rate, and
ROI.
https://mailchimp.com/resources/research/email-marketing-benchmarks/
Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it usually means your subject lines resonate with your audience.
https://mailchimp.com/resources/research/email-marketing-benchmarks/
The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through for more.
Business Services = 3.4%
https://www.smartinsights.com/lead-generation/lead-generation-analytics/average-landing-page-conversion-rates-for-lead-generation/
Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.