Guidelines for growing an effective email marketing program.

1. 5KEYSTO
EFFECTIVE EMAIL MARKETING

2. Jason Dalton
Head of Interactive Design
Pace
Content. Engagement. Results
We create multi-channel content programs that
deliver the right message to the right audience
on the right platform at the right time.
In other words ... we are a Content Agency.

3. Why Use Email Marketing?
Consumers who receive email
marketing spend
more when shopping.
83%
For most marketers, email
costs the least but makes the
most money.
Loren McDonald
VP of Industry Relations
SilverPop
For every $1 spent,
$44.25is the average
ROI for email marketing.
Experian
iContact

4. Direct Mail
The Annual Response Rate report from the Direct
Marketing Association (DMA) Direct Mail is still the
number one method of marketing for response, but
email has the highest Return On Investment. The report
states that the average ROI for email marketing is
28.5% compared to Direct Mail, which is 7%.
Email
Email Marketing vs Direct Mail
Other Marketing
ChannelsEmail delivers
28.5% ROI

5. Digitally Connected
• Approx. 2 Billion Email Accounts Worldwide
• >50% of online consumers check email
multiple times a day.
• Generation Z

6. All the Time

7. 1. Have a Game Plan

8. Outline a Strategy
Have a Game Plan
• Define your audience
• Determine your message (the content)
• Outlining your goals
• Determining your frequency
• Creating a schedule
http://mailchimp.com/resources/guides/how-to-create-an-email-marketing-plan/html/

9. Defining Audience
Once you know your audience you
can determine what to say to them.
Have a Game Plan

10. Determine Your Content
Once you know who you're talking to,
it's time to think about what you're
going to say to them.
Content Grab Bag:
• Upcoming Events
• New Products
• Product Related Tips
• Education
• News
• Employee Profiles
Have a Game Plan

11. Determine Your Sending
Frequency
• Monthly (at least)
• Bi-Monthly
• Weekly
Ultimately, you have to decide what
works best for you and your
customers.
Have a Game Plan

12. Setting Goals
Have a Game Plan
What do you want to get
out of your email
marketing program?
• Traffic to your website
• Help promote sales
• Increase traffic at events
• Grow your list

13. Make a Schedule
Whatever frequency you choose, set a
schedule for each email deployment.
Outline Newsletter Content Due Test Email Deploy Email
Have a Game Plan

14. 2. Build Your List

15. Be Honest
Build Your List
• Provide opt-in on your homepage
• Social Media
• QR Code
• New member registration
• Tie it to an incentive
Only add subscribers if you have their
permission
Always emphasize the value of your content!

16. Make it Accessible
Build Your List

17. Make it Easy
Build Your List
What do I get, what personal data do
you want, and what will you do with
this data?
1
2
3

18. Welcome :)
Build Your List
1
2
3
5
4

19. Practice Good Hygiene
Build Your List
• “Scrub” your list regularly
• Remove bad domains
• Remove bounced emails
• Remove inactive emails

20. 3. Time to Get Creative

21. Rule #1
Time to Get Creative
Simple, yet pleasant design
Gone in 60 seconds
The average time an email reader skims
over an email is less than 51 seconds
Source: Nielsen Norman Group

22. Don’t Over Complicate Design
Time to Get Creative

23. Rule #2
Time to Get Creative
Effective & consistent branding
• From Line
• 2 - 3 templates max
• Company logo and branding
• Consistent calls to action
• Consistent tone and voice

24. Rule #3
Time to Get Creative
Focus on the content
0 20 40 60 80 100
From Line
Personalization
Time of Day
Day of the Week
Layout & Images
Calls to Action
Message (Content)
Subject Line
Source: MarketSherpa
90%
64%
61%
54%
48%
47%
40%
31%

25. Reward Your Members
Time to Get Creative

26. Make Your Content Fun
Time to Get Creative

27. Do Not Pass Go Before
You Consider Mobile
Time to Get Creative
Source: Litmus / EConsultancy
The number of commercial emails
opened on mobile devices is
expected to be higher than
desktop opens in 2014.
43%
of commercial email is opened
on a mobile device
88%
of people check their email via
a mobile device daily
http://econsultancy.com/us/blog/9789-mobile-email-stats-infographic

28. 4. Test & Adapt

29. Every Email Client Is
Created Different
Test & Adapt
Source: Litmus
Market Share

30. Does It Look Beautiful?
Test & Adapt
Source: Litmus
Litmus.com
Litmus tests and tracks your
email campaigns, so you can
always put your best design
forward.
• Previews, including Mobile
• Subject line testing
• SPAM Testing
• Analytics
• Plays well with others
• Share results

31. Measure Successes
& Failures
Test & Adapt
Not understanding the value of your
marketing is wasted time and money.
What should you measure?
• Bounce Rate
• Delivery Rate
• List Growth Rate
• Revenue Per Email Sent
• Conversion Rate
• Email Sharing/Forwarding Rate

32. Test & Adapt
ROIEarned – Spent / Spent = ROI expressed as a percentage

33. 5. Press Send

34. Your Inbox Is Not Made
For Email Marketing
Press Send
Your standard email account will
undermine vs. aid your email marketing
efforts.

35. Find a Distribution Partner
Press Send
There are Web-based email marketing
services that are inexpensive and designed
to make email marketing simple for the
non-technical user.
1. List Hosting and Management
2. Follow the Rules
3. Email Address Reputation
4. Templates
5. Analytics

36. 5. Press Send
find a partner
2. Build Your List
get permission
3. Time to Get Creative
simply, fun, relevant
4. Test & Adapt
know the results
1. Have a Game Plan
define your strategy