- Email marketing is an effective way to remarket to past customers and visitors to increase retention rates and profits. Top converting websites remarket regularly and have conversion rates around 22.5% compared to the average of 2-3%. - When developing email lists, companies should collect emails from current clients but not purchase lists or promote across lists without justification. The content of emails should be focused on communicating value like new products or discounts and drive people back to the website. - Email titles and content need to be optimized to avoid spam filters by using proper grammar and avoiding all caps or excessive punctuation. Analytics can measure open rates, unsubscribes, clicks and website conversions to improve future email campaigns.

1. Email Marketing

2. Email Marketing Overview
• Why Email
• List Development
• Email Marketing Concepts
• Message Content
• Message Frequency
• Email Distribution Platforms
• Marketing Analytics

3. Conversion Rates
• Average e-commerce conversion rate is
2% - 3%
• The average of the top ten converting
websites is 22.5%
• Amazon’s conversion rate 16.8%
• What do the top ten have in common?
– All of these sites regularly remarket to past
customers and visitors.
– Only 26% of e-commerce sites remarket.

4. Remarketing
• A 5% increase in customer retention
translates into a 25% - 100% increase in
profits
• When done well, remarketing is perceived as
good service.
• When delivered through
email, recommendations, suggestions and
relevant content gets very high open
rates, and low unsubscribe rates.
• Drive highly qualified visitors back to the
website with products in mind to purchase.

5. List Development
• Do collect emails from current clients
• Do not purchase a list
• Do use promotions and contests to add
names to your list
• Do not cross promote lists without
justification

6. Concept
• What are you trying to communicate?
• “What is going to happen as a result of
this email blast?”
– Education about a new product
– Discount an aging product
– Announcement about event
– Emergency response
– PR for your services

7. Email Content
• The concept drives the content
• The subject sells the email the email
sells the “action”
– There is no participation for an unopened
email
• Be respectful of your customer’s inbox
and time
• Keep it simple and valuable

8. Email Content
• Email titles and content are a major
indicator for spam filters
– Over 75% of all emails are blocked
• Titles and Spam:
– Avoid ALL CAPITALS
– Avoid…Excessive…punctuation…
– Avoid “$AVE” or “Sale-Sale-Sale”
– Avoid “Weight Loss”
– Use Proper English
– Avoid tiepos

9. Frequency
• Depends on the amount and value of
content
– Groupon Daily Deals
– Weekly News Alerts
– Monthly Newsletters
– Random Interval based on topical
information
• Email Drip

10. Distribution Methods
• DO NOT use your outlook account to send
email blasts
– Violates the CANN Spam Act
• National Providers
– Constant Contact
– Mail Chimp
– ECN
– Emma
• All about the same, it comes down to list
size, blast frequency, personal preference.

11. Analytics
• Conversion Tracking
– Open Rates
– Unsubscribe Rates
• Reduce your blast Frequency
• Increase your value
– Participation Rates – After the email has been
opened, how many people clicked on
something
– Website Conversion – Did the click result in a
“sale”

12. QUESTIONS?