The document discusses email marketing and newsletters, providing tips on how to create effective email campaigns to engage subscribers. It highlights the benefits of using a platform like MailChimp and how to optimize email content, subject lines, and segmentation to improve open and click-through rates. Advice includes keeping content brief, visual, and relevant while measuring success through analytics to continually improve email marketing strategy.

1. Email Marketing
Nina Goodwin
@GUTS_SW @Cosmic_UK

3. Connecting Devon and Somerset
• A ground breaking partnership encompassing 6 LA areas to
deliver improved and Superfast Broadband to rural areas;
• Improved broadband (>2mbps) to every business and
community across Devon and Somerset by 2016;
• Faster broadband (>24mbps) to at least 90% of the area by
2016.
Without this project 700,000 residents and 26,000 businesses,
with a combined turnover of £9 billion, have no certainty of
receiving improved or superfast broadband from a commercial
rollout

4. Roll out
• Roll out in Devon and
Somerset has reached
110,000 properties and is
rolling out at around 5000
premises per week
• OECD have listed the
South West as having the
best broadband in the UK
currently

5. What is Get up to speed?
• Fully funded business and community support alongside roll-out
of Superfast Broadband;
• Businesses to understand, adopt and exploit the opportunity
Superfast Broadband offers;
• Activity includes boardroom briefings, staff engagement,
business workshops, community awareness events and more.
Delivered by Cosmic Peninsula Consortium

6. What are we doing?
• Free sessions
• Showcase new technologies
• Hands-on Workshops – tablets, smart phones, internet
beginners
• Gadget shows
• Seminars
• Briefings
• Taster sessions
• Signposting to other services

7. Sessions Planned

8. What can you do to help?
• Host a session in work, in your community, in your
Association?
• Support the message
– Become a champion
– Distribute leaflets in your area
– Distribute leaflets from work
• Any other ideas?
Nina@cosmic.org.uk

9. The Power Of E-News

10. What is an email newsletter use for?
A powerful marketing and communication tool that has
various useful functions. It reminds your customers about
you; it informs users about your products; it tells them what
you have been up to; and it helps you build a unique
relationship with them.

11. A Typical Email Newsletter

12. Biggest Mistakes
• Lack of Vision;
• Saying too much;
• Not speaking to your audiences interests;
• No Passion

13. Newsletters
Advantages
• Helps promote your Business;
• Effective Communication tool
• Credibility & Relationship –
helps your customers know
and understand your
Business;
• Delivery and Sales
• Cost
Disadvantages
• Have to provide an email
address to receive;
• May not receive the e-mail –
can get lost in junk
• May get Junk emails
• Time

14. E-newsletter Conversion Rates
*optify Sept 2012

15. Which Platform?

16. Mailchimp is a web-based application that works in most web
browsers, no need to download or install any new software .

17. Pricing for MailChimp
• Monthly rates are determined by your total subscriber count;

18. Pricing and Features for MailChimp
Entrepreneur
fewer than 2,000 subscribers? - send up to 12,000 emails per
month for free.
Design experience not required; pick a pre-designed template or
use the email designer to create beautiful newsletters.
Templates are responsive email - newsletters look great on
mobile devices

19. Pricing and Features for MailChimp
Growing Business: Calculate your monthly costs
Subscribers Costs
0 - 500: unlimited emails per month £6.44 =
£77.28 per year
501 - 1,000: unlimited £9.67 = £116.04 per year
1,001 - 1,500: unlimited £12.89 = £154.68 per year
1,501 - 2,000: unlimited £16.11 = £193.32 per year
Is this right for your business?

20. Features for a Growing Business
• Send targeted messages to subscribers;
• Integrate with services you already use;
• MailChimp Mobile – apps available on IOS and Android
• Get automation, spam filter diagnostics, delivery by time zone, email
and chat support and more.
Need help getting started?
• Expert Discount Program connects you with proven experts – can
custom templates, list migration, email marketing strategy, and more.

21. Alternatives to MailChimp?

22. How do I get my Customers to Sign Up?

23. Subscribe to my Newsletter
Ask further questions using a tick box for example:
Have you been here before?
What type of content are you interested in?
How often would you like to receive emails?
Do you have Children?

24. Top Tips for sending Effective Email Campaigns

25. Key Ingredients
• Keep it snappy;
• Keep it simple 2-3 stories
• Use great photos;
• Experiment with time and techniques
• The subject is key for CTR:
– Relevant to your campaign “30% off all men’s footwear for 24
hours”

26. How do your emails look on mobile devices?

27. Optimise your Subject Lines
• 33% of subscribers to your newsletters will decide whether
or not to open your email based on the subject line alone
Are you offering a deal? What kind of deal is it? How long is
it available?
Use Questions
Include your business name;
Try conveying a sense of urgency in your subject lines ("is
coming", "get this now", "you have one day left", etc.).
Using numbers is always a great way to grab attention as
well!

28. Segmentation

29. Segment to Different Audiences

30. What Content?
PDF downloadable
content
Web pages
Explainers
Images
Blogs
Infographics
Video
Podcasts

31. Make it Visual
2.4 times more
likely to click on a
post if images
are present

32. Keep the Content Simple and Worth Reading
• Special Offers;
• Helpful tips and advice;
• Industry News
• Personalisation – use first name;
• Cross Selling – use segmentation?
• Upselling – free coffee when you visit the restaurant
• Last minute offers

33. Measuring the Success

34. Linking back to your Website

35. Analytics

36. Further Tips
• Send a targeted message, don’t just send something for the
sake of it;
• Ask questions and tell a story;
• Try and create trust with your customers and a loyal following;
• Use images – we are more visual these days;
• Use social media to compliment email campaigns;
• Include an “Unsubscribe link” in your newsletter

37. Examples of Effective Newsletters

38. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

39. E-news is Measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in the
email

40. Builds loyalty and advocacy
Creates 7 touch points for new sales

41. The Wider Picture

42. Questions?

43. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk