The Slides from our Webinar on Email Marketing and creating successful campaigns

1. Building a Successful Email
Campaign
We will be starting at 19:00 GMT

2. InTouch Success Centre
http://support.intouchcrm.co.uk/

3. https://www.facebook.com/intouchcrm
https://twitter.com/intouchcrm
http://www.linkedin.com/company/intouchcrm

4. Matthew Ruddle
Customer Success Director
@MattRuddle
http://www.linkedin.com/in/matthewruddle

5. Agenda
• The Basics
• Creating an Email with Purpose
• Subject Lines
• The Black Arts – Things people forget but
have a BIG impact
• Q & A
• Final Thoughts

6. The Basics

7. Jargon….BUSTED
• Subject Line – The headline of the email
• Bounce Rates
• Spam Traps
• Segmentation
• Opt Out
• Rental List
• CTR
• CTA

8. List Hygiene
• People just blast and blast and blast – cull
when needed
• How up to date is your data?
• Opted in or Purchased?

9. Segment
• Smaller is better – It’s not
about one size fits all
• Smaller segments mean you
can experiment and test
different things

10. Creating an Email
with Purpose

11. What’s your Goal
www.intouchcrm.com

12. Keep in touch with
your customers

13. Raise Brand Awareness

14. Who are you going to communicate
with?

15. Subject Lines
–
The Art of the Open

16. What Makes a Good Subject Line
Personalise it!
Personalistion delivers up to 6 X the normal open rates

17. No Mixed Messages – To the point

18. Avoid SPAM Words
• Help / % off / Reminder
• Donate / Assistance
• [Internet Slang] WTF, Epic
Win, Epic fail, etc.
• Claim / Earn / Easy, etc., etc.

19. Mix Things Up
• Play on Curiosity
• Try Adding “FW:” to the start of the
subject line or “RE:” but be careful
not to over use
• Give them an incentive to open – why
should they open?

20. Other Key Points
• NO YELLING!
• Don’t Go Punctuation Crazy!?/!;’![]
• Keep it short and sweet

21. New Trends with Subject Lines
• Mobile continues to shorten subject
lines
• More Hashtags appear in Subject
Lines

22. The Black Arts!
-
Things people forget but have
a BIG Impact

23. From Address – Missed Opportunity!
• DO NOT JUST USE THE COMPANY NAME
• DO NOT USE “DoNotReply@”
• BEST THING: -
• [Name] from [Company]
• Matthew from InTouch

24. A Named Person! The Company…. Instant
Recall!
From Address – Missed Opportunity!

25. Regularity – Not out of the blue…
Surprise!!!
• Don’t just send whenever you feel like it
• Time it and stick to it – people look out
for it

26. From Address – Missed Opportunity!
• DO NOT JUST USE THE COMPANY NAME
• BEST THING: -
• [Name] from [Company]
• Matthew from InTouch

27. Email Content

28. Simplicity of Design

29. Keep it Relevant
• Ask yourself – does
the Subject Line
Match the Content?

30. More Personalised
• Use the data you’ve got to personalise it
• Not just Name but Company name and
any other relevant info

31. Engage with your audience
• Use Videos
• Images (Gifs which are animated, etc)
• Make your email jump off the screen

32. Clear Call To Actions!
• Have a clear action/path for customers to
take
• Make it easy, visible and logical
• Don’t add too many

33. Add Value
• Offer people something in exchange for
their attention
• Ebooks, discount vouchers, etc
• Don’t leave money on the table

34. Crimes of Email Marketing

35. Making the email just one image
• Bypasses Spam Filters – which mean they
stick you in junk
• If people don’t download the images…..
They see nothing

36. Information Overload
• Turning your email into War and Peace

37. Too Many Calls to Actions

38. Q & A

39. Final Thoughts

40. Email should be part of an holistic approach
to communicating with your customers

41. Analyise the data available

42. Test and measure different ideas

43. What’s Next?

44. When is the next Webinar?
• 29th of April / 1900hr GMT
• What’s it on? Reporting – Get the information
you want!
• https://intouchcrm.clickwebinar.com/Reportin
g/register

45. InTouch Success Centre
http://support.intouchcrm.co.uk/

46. https://www.facebook.com/intouchcrm
https://twitter.com/intouchcrm
http://www.linkedin.com/company/intouchcrm