This document summarizes tips and best practices for advanced email marketing. It covers topics like building an email list, segmenting lists, creating email templates, writing compelling subject lines and content, call to action buttons, timing of emails, analytics and metrics, welcome emails, and working with referral partners. The document provides examples and recommendations for each topic to help users improve their email marketing strategy and campaigns.

1. AMTA NERC 2014
Advanced Email Marketing
Allissa Haines

2. Brooke Thomas
“Authentically connecting with the
community you want to serve.”

3. Review the Basics
❖ Trust
do it right!

4. Review the Basics
❖ Preference!
❖ Cost effective!
❖ Measurable
why use email?

5. Review the Basics
❖ Transactional (individual)!
❖ Bulk
2 types of emails

6. Review the Basics
❖ Use a service!
❖ CAN-SPAM Compliant
look good, stay legal

7. Because you’re smart enough to handle it
Advanced Email Techniques

8. There’s no way around it, you gotta know
Who do you serve?

9. The megaphone vs the handshake
Choosing a niche

10. Building a List
!
❖ Purge your files !
❖ Create a system for adding
new clients
if you already have a list

11. Building a List
❖ Be clear about what you’re
offering.!
❖ Offer something useful.
new subscribers from website !
& social media

14. Building a List
❖ QR code or simple sign up list!
❖ Offer incentive!
❖ Follow up with event-specific
welcome email
in-person opt in

15. Getting specific
Segmenting your list

16. Lists, Tags & Groups
❖ MailChimp

17. Lists, Tags & Groups
❖ Constant Contact!
❖ tags

18. Segment based on Activity
❖ MailChimp
systems vary

19. Charts ’n graphs ‘ things
Analytics

20. What to Measure
❖ Clickthrough Rate!
❖ Conversion Rate!
❖ Bounce Rate!
❖ List Growth Rate!
❖ Email Sharing/Forwarding!
❖ Overall ROI
and what it means

21. What to Measure
❖ Did recipient interact?
clickthrough rate

22. What to Measure
❖ Did the recipient do what you
wanted her to do?
conversion rate

23. What to Measure
❖ Message is not delivered
bounce rate

24. What to Measure
❖ Are you getting new
subscribers?!
❖ Where are they coming from?
list growth rate

25. What to Measure
❖ Who shares, and what do they
share?
sharing/forwarding

26. What to Measure
❖ Is this worth your time &
money?
overall ROI

27. What NOT to Measure
❖ Open Rate!
❖ Unsubscribe
meh

28. Time, time, time, see what’s become of me
Timing

29. Whaddya like best?
A/B Testing

30. A/B Testing
❖ Timing!
❖ Subject line!
❖ Design!
❖ From name
only change ONE thing

32. Organize yo’self
Creating a Schedule

33. Creating a Schedule
❖ Valentine’s Day!
❖ Spring!
❖ Mother’s & Father’s Days!
❖ Back to School!
❖ Holidays
consider annual promotions

34. Creating a Schedule
❖ Whatever works for you!
❖ Make time to accomplish the
tasks
spreadsheet, calendar,
appointment book

37. The pretty emails get all the attention
Creating a Template

38. Creating a Template
❖ html!
❖ plain text!
!
Clean, simple design always wins
format

39. Creating a Template
❖ Single column!
❖ Buttons over text links!
❖ Simple fonts
mobile friendly

40. The From Field
❖ Branded email address!
❖ Person !
❖ Business!
❖ Both?
go pro

41. Hey, I know you!
Logo in the Header

42. Be Polite
❖ Greeting!
❖ personalize it!
❖ Closing!
❖ not too formal, not too
casual
and complete

45. Allow myself to introduce myself
The Welcome Email

46. Welcome Email
❖ Intro & thank you!
❖ Set expectations!
❖ type of content!
❖ frequency!
❖ Tell what makes you special!
❖ Invite !
❖ to communicate!
❖ to book
the ‘nice to meet you’

49. Activity!
creating a email to follow up
from an event

50. Creating Compelling Content

51. Know Your Goals
❖ More clients!
❖ Renew relationships with
inactive clients!
❖ Clients to come in more often!
❖ Inform and educate
what’s the purpose of the
email?

52. It’s not about you
Subject Lines

53. Subject Lines
❖ Chamber E-News!
❖ May Newsletter!
❖ News from XYZ, Inc.
examples of awful subject lines
❖ Spam triggers!
❖ Bait & switch!
❖ Boredom
avoid

56. Subject lines
❖ Address the clients’ needs!
❖ Brief, 40-55 characters!
❖ Clear & informative!
❖ Personalize!
❖ Action verbs
make ‘em great
❖ Schedule now for the best time
slot!
❖ Run faster after these
hamstring stretches!
❖ Show Dad how much you care
action verbs (when appropriate)

57. A taste of something good
Preview Text

58. The big show
Main Content

59. Content
!
❖ Greeting (personalized) !
❖ 1-2 paragraph blurbs, link to
your website!
❖ Relevant image!
❖ Closing
don’t spill your guts

60. First Paragraph
❖ Address the topic in the
Subject line!
❖ Incentive
get right to it

61. Do what I say
Call to Action

62. Call to Action
❖ Short & sweet!
❖ Use a button (not just text)
giving orders

63. Nobody’s perfect
Common Mistakes

64. Common Mistakes
❖ Miss a field in the template
(usually at the bottom)!
❖ Copy & missing a change!
❖ Busted links
not quite complete

65. It’s not over ’til it’s over
After the Send

66. After the Send
❖ Share on social media channels!
❖ Vary the format
get social

67. After the Send
❖ Did you accomplish your goal?
check your stats

68. Nice & slow
Drip Campaigns

69. Let’s make a Drip Campaign
❖ email 1!
❖ email 2!
❖ email 3
Topic/ Purpose

70. Sharing is caring
Working with Referral Partners

71. Referral Partners
❖ Do NOT borrow or buy a list!
❖ Do swap blurbs to put in each
other’s next email
do it right

72. Writing in general!
http://www.hemingwayapp.com/!
!
Email Marketing!
http://blog.spinweb.net/lessons-learned-how-to-avoid-email-marketing-snafus!
http://blog.spinweb.net/why-your-email-subject-line-sucks-and-how-to-fix-it!
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-
Compelling-Email-Copy.aspx!
!
Business email etiquette book, spinweb !
http://ow.ly/uDsZ0!
!
Button generator!
http://buttonoptimizer.com/
Resources