Email Marketing 101by riithink.com

1. Email Marketing Best Practices
email 101
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2. Riithink will show you:
1. current trends relative to email marketplace
2. why you need to focus more of your marketing efforts on email
marketing
3. email list growth, email design and sending strategies that will inspire you
to get closer to your customers
4. how to retain email customers once you get them
overview
what we’ll learn today
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3. about us | riithink
today’s speakers
Patrick Smith Greg Hyer
Founder, Riithink Marketing Director, Riithink
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4. email marketing converts more
Email Marketing
converts more online
shoppers than any
other form of online
marketing.
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5. why email marketing?
Nearly everyone has an email address
(4.3 billion addresses projected for 2016)
Easy to acquire addresses
Email customers more likely to buy
Perfect for B2B and B2C
Cost-effective marketing - 108 billion
promotional/business emails sent in 2014 and
for good reason!
Incredible ROI
Fundamental for customer retention
is email right for you?
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6. email marketing stats
For every $1 spent, this
is the average return on
email marketing
investment. That is a
staggering 4,300% ROI.
(Direct Marketing Association -
2014)
statistics
of email recipients made
at least one purchase last
year based on a
promotional email
(Convince and Convert)
more money is spent by
people who buy products
marketed through email
compared to those who do
not receive email offers
(Convince and Convert)
$44.25 44% 138%
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7. direct mail vs. email
Avg. $0.60 per piece
Delivery unknown
Printing, logistics
which is best for you?
Avg. $0.006 per piece
Delivery confirmed
Design, send
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8. email ECOSYSTEM marketing lifecycle
Acquire
Promote
Convert
Retain
marketing ecosystem
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9. vernacular
● Bounces / bounce rate: # of emails not delivered
soft: mailbox full or not able to receive
hard: email is not valid
● Open rate: number of opens as a % of total sends
● Click through rate: directly correlates to your CTA
● Revenue per email: total $ / # sent
● Subject line: directly correlates to open rate
● Modal or popup: interstitial request to grab visitor
email
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10. general types of emails
● branding: mission, values, story….
● thank you: for your order, visit...
● triggers: order and shipment confirmation, abandon
cart, back in stock, wish-list, anniversary, birthday,
welcome series, product views, product search,
segmentation...
● promotional: 20% off product, product category, site
bound, new product arrivals, deal of the day
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11. acquire / list growth strategy
In store
Paper
POS
QR Code
iPad / Tablet
Online
Modal popups
Newsletter forms
Checkout flow
Registration
Social media
how do i grow my list?
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12. promote / email design and development
Mobile Friendly / Responsive Design - 48% of emails are
opened on a mobile device
Subject Lines - 10 to 40 characters
Less images / concise text - 80:20 Text to Image Ratio
Clear Call to Action - One CTA per email
Design for clickability, develop for deliverability
design for success
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13. convert / sending strategies
Daily / Weekly / Monthly - What drives traffic and
revenue?
Special Occasions - Birthdays / Anniversaries
Holidays
Welcome series / Drip marketing / Automation
Consistency / think “Campaigns”
promotional strategy
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14. retain / mitigate attrition
Segmentation / tailored messaging
Relevancy matters
Keep it fresh / minimize attrition
Provide options / manage preferences
keeping customers happy
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15. if you are not in your customer's inbox,
chance are your competition is
are you a retailer and not doing email marketing?
● you are missing out on revenue
● missing new customers
● building a loyal customer base
● retaining your most loyal customer
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16. questions / answers
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