This document discusses how email marketing can directly connect businesses with consumers. Some key points: - 72% of consumers prefer email as their main way to communicate with companies and 61% like promotional emails weekly. - Taunton Press uses email to engage their audiences across various subscriber levels, from website visitors to email list subscribers, with open rates from 20-57% depending on the email type and call to action. - The document provides tips for an effective email marketing strategy, including growing email lists, sending relevant content regularly, optimizing subject lines and calls to action, and tracking metrics like open and click rates.

1. Drive Business With A Direct
Connection
Dan McCarthy
CEO, Taunton Press

2. Break through the stream

3. 72% of consumers say that email is their
favored conduit of communication with
companies they do business with. 61% say they
like to receive promotional emails weekly.
122 billion emails sent every hour
250+ million US consumers with email
addresses

6. HOW TAUNTON USES EMAIL

8. The Audience Engagement Pyramid
PRODUCT
MEMBERS
SUBSCRIBERS
SOCIAL
EMAIL
WEBSITE
PROSPECT
15,000
20,000
150,000
250,000
350,000
1 million
~30 Million

9. 2.5 million email subscribers
1.3 million eletter subscribers who
get 4 emails per month.
1.2 million promotable email names
who get 9 emails per month.
OUR MARKETING UNIVERSE

11. “Last chance to save 20% off
magazine subscriptions”
“Warm Up Dinner with
Tropical Fruit”

12. Open Rate Click % Transaction %
TOTAL 28% 4.2% 0.03%
E-Letters 37% 8.0% 0.02%
Subscription acquisition 22% 1.6% 0.05%
Subscription renewal 57% 6.4% 1.18%
Membership 28% 2.4% 0.06%
Product 24% 2.1% 0.04%
Triggered 20% 2.9% 0.01%
THE METRICS

13. THE BASIC EMAIL TOOL KIT

14. The Best Email
Marketing Software of
2015
-- PC Magazine

16. EMAIL CHECKLIST
• BUILD YOUR LIST
• SEND TO PEOPLE WHO HAVE GIVEN
YOU PERMISSION
• GIVE YOUR SUBSCRIBERS AN
OPPORTUNITY TO SUPPORT YOU
• SEND EMAILS REGULARLY
• SUBJECT LINES MATTER
• CURIOSITY – URGENCY – RELEVANCE –
VALUE – EMOTION
• “OPEN ME QUICK! I EXPIRE AT 6PM, PAYDAY
TREAT.”

18. Industry Open Rate Click Rate
Architecture and Construction 25.2% 3.2%
Arts and Artists 27.9% 3.0%
Consulting 20.0% 2.6%
Creative Services/Agency 23.3% 3.0%
Home and Garden 25.8% 4.2%
Media and Publishing 22.8% 4.8%
INDUSTRY COMPS
SOURCE: MAILCHIMP 3/16

19. “EMAIL MARKETING FOR DUMMIES CHEAT SHEET”
• I have explicit permission to send the e-mail.
• I pinpointed the main objective.
• My From line clearly identifies my business.
• My Subject line prompts my audience to open my e-mail.
• I'm sending my e-mail from an e-mail address that my
audience will recognize.
• My e-mail content is easy to scan.
• My headlines are short, clear, and concise.
• My paragraphs are short summaries of larger bodies of
information.
• My e-mail contains a strong call to action.
• My images help to tell the story of my e-mail.
• My e-mail has white space that makes the text easy to read.
• My e-mail content is valuable enough to save or share.
• My e-mail contains an offer that is valuable to my audience.
• I checked all links to make sure they work properly.
• I'm prepared to handle inbound responses.
• I'm sending at a time when my audience is likely to notice.

20. SCOTTBERKUN.COM
CASE STUDY
20

21. CASE STUDY: SCOTT BERKUN
• Fresh content
• Consistent focus on list building
• Predictable, regular emails
• Clearly identify outcomes
• Enlist the audience as fans, promoters
and customers

22. CASE STUDY: SCOTT BERKUN
Home Page

23. Article Page
CASE STUDY: SCOTT BERKUN

24. CASE STUDY: SCOTT BERKUN
SUBJECT LINE:
“Creativity Is Not An
Accident + Best of The
Month”
EMAIL PART I:
• The benefit –
fresh content

25. CASE STUDY: SCOTT BERKUN
EMAIL PART II:
• Content highlights
• Promotion

26. CASE STUDY: SCOTT BERKUN
EMAIL PART III:
• ENGAGEMENT

27. CASE STUDY: SCOTT BERKUN
EMAIL PART IV:
• Promotion

28. CASE STUDY: SCOTT BERKUN
EMAIL PART V:
• FINE PRINT

29. THANK YOU