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Email Marketing Basics
The document discusses the growth of email marketing, highlighting that email accounts are expected to rise significantly and that email ad revenue reached $156 million in 2012. It provides best practices for effective email marketing, such as creating engaging subject lines, personalizing content, and tailoring emails to specific audiences. The importance of keeping newsletters concise and relevant is emphasized, along with strategies to increase sharing and engagement.
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Email Marketing Basics
- 1. A Lesson inEmail Marketing
- 2. Email is GROWING Totalnumber of worldwide email accounts is expected to increase from 3.3 billion accounts in 2012 to over 4.3 billion accounts by the end of 2016 (Radicati Group Email Statistics Report) Especially in ASIA Nearly half of worldwide email users are in the Asia Pacific region (Radicati Group Email Statistics Report) … And there’s MONEY to be made Email ad revenue reached $156 million in 2012 (Interactive Advertising Bureau)
- 3. Email in theUS is a more effective ecommerce tool than Facebook
- 4. Statistics for emailuse in Bangladesh are extremely limited But EMAIL is still important, especially for business-to-business communication
- 5. To-Do: Join a sitelike MAILCHIMP
- 6. Benefits of asite like mailchimp: - easy-to-use, keep all your email marketing in one place - organize your email list into groups & send more specific, targeted emails - get reports on who opened your email, who clicked links, etc.
- 7. Think about yourown email habits. What would you want in your inbox?
- 8. THEN: Draft a messagethat is SHARE-WORTHY & SHARE-ABLE
- 9. Share-able - relevant articles -event notifications - news/ press releases … Not - long newsletters - negative news - highly personalized emails
- 10. If you decideto send out a company newsletter... 1. Keep it SHORT (most will only skim it anyway) 2. Focus on the HEADLINE (Draw your readers in) 3. SKIP the intro (why need an intro if your message is short?) 4. Put the best information ON TOP (if you want readers to take action on something, put it where they are likely to read it!) 5. Include IMAGES Source: Ragan.com, July 2011
- 11. There ARE afew Email Marketing best practices…
- 12. SUBJECT LINE: Include offerin subject line of email 24%increase in sharing activity 6%increase in views of shared content Source: Silverpop, “Email Marketing Goes Social” 2009
- 13. SUBJECT LINE: Use brandingin the subject line 89%increase in sharing activity 58%increase in VIEWS of shared content 293%increase in CLICK THROUGHS on shared content Source: Silverpop, “Email Marketing Goes Social” 2009
- 14. SUBJECT LINE: Personalize it! Usefirst names if possible Source: Hubspot, “The Science of Email Marketing,” 2012
- 15. SUBJECT LINE: Use wordspeople like (Posts, Jobs, survey, week’s, e-newsletter) Source: Hubspot, “The Science of Email Marketing,” 2012 (Secrets, e-sales, awesome, skills, ebook)
- 16. RECIPIENT: Business-to-Business 57%higher rate ofsharing compared to Business-to-Consumer Source: Silverpop, “Email Marketing Goes Social” 2009
- 17. CONTENT: Source: Hubspot, “TheScience of Email Marketing,” 2012 Include way to share email on social media
- 18. CONTENT: Use images! Source: Hubspot,“The Science of Email Marketing,” 2012
- 19. CONTENT: Vary content basedon recipient so that it is more relevant Case Study: Gilt Groupe Over 3,000 variations of its daily email, each tailored to customer preferences & past user activity on their website
- 20. Send Emails onWeekends Source: Hubspot, “The Science of Email Marketing,” 2012