1) Email marketing yields an average 4300% ROI for businesses according to studies. It is also the most effective and least difficult digital marketing tactic. 2) Building an engaged email list is important for email marketing success. Methods for list growth include website pop-up forms, content downloads, and social media. 3) An autoresponder welcome series of multiple introductory emails sent to new subscribers can boost revenue by driving higher open and click-through rates.

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With Email Marketing
How to Achieve 4300% ROI

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A Facebook “Like” is
equivalent to an Email
“Opt-in”

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Email Marketing Is here to stay

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of adults in the U.S. check
email first thing in the
morning
(Ezanga 2014)
58%

12. yields, on average, 4300%
return on investment for
business and brands across
the United States.
Email Marketing
(Direct Marketing Association (DMA)
2016 Statistical Fact Book)

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Email Marketing is also the most effective, and least
difficult digital marketing tactic available to Marketers.
(Ascend2 2014)

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70% of US Consumers say email is their preferred method of
communication from businesses. (MarketingSherpa)

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How come not everyone
who is utilizing email is
seeing a 4300% ROI?

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What works is Value Exchange

17. Determine Your
Customer Journey
STEP ONE

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Trying to be everything for everyone
means that you’re nothing to no one.

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Modern email marketing is
best described as ‘Email
Nurturing.’
Modern email marketing is best described as ‘Email
Nurturing.’
It’s all about delivering the right content to the
right person, at the right time.

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Maximize Your Email Marketing Spend
1 Define your target market.
2 How do they interact?
3 How do you plan to reach them –
directly, indirectly, word-of-mouth?

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Where do you believe your revenue will come from in
the next 24 months?
The unaware -
people or
businesses that
have no idea
who you are
today
The aware –
people or
businesses that
know of you
today but are
not a customer
The active -
people or
businesses
that have
already
purchased
from you

22. The ultimate goal of your marketing
strategy is to make the unaware aware,
drive the aware to become active, and get
the active to return on a regular basis.

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Email marketing
and dating
relationships both
begin at the
infatuation stage.

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Build a Highly
Effective Email List
STEP TWO

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Ascend2’s 2015 Email List Growth Strategy named “website
access” (aka form-based registration) as the best way to
build a list.

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Pop-up Forms can increase opt-in rates by 1000%!

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What if pop-ups aren’t your thing?

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Content
downloads
also are one of
the only
methods
where it is
generally
acceptable to
ask for more
than a name
and email
address

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Most people
don’t want to
spend more
than a few
seconds filling
out a form, so
keep it short
and sweet.

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Using Social Media
List Growth
Don’t be afraid to go out-of-the-box with your
social media email list growth strategy.

32. What about
Purchased Lists?

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Of doing email the
right way
Tertiary Benefits

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Customer loyalty can also be built through your email marketing strategy when
you communicate your desire to continue the relationship with your customers
after they make a purchase.

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Loyalty results in more frequent
purchases, higher purchases per
transaction, and other benefits that
aren’t even tied to the cost of the email
you sent.

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Start an Autoresponder
Welcome Series
STEP THREE

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Relevant emails drive 18x more
revenue than broadcast emails
(Jupiter Research, 2016)

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A recent study from Return Path found that welcome emails
don’t just boost click-through rates. They kick up the
revenue, too.

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An Autoresponder Welcome Email is a series of email
content that gets delivered every time someone subscribes
to your email list.

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Work Off a Plan
STEP FOUR

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41% of companies surveyed pointed
to lack of an effective strategy as the
most challenging obstacle to email
marketing success.
(Ascend2, 2016)

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Don’t automatically
assume that you
know what your
customers or
audience want to
hear about.

44. If a plumber can
provide value in
their email
marketing
strategy, then
you can, too!

45. Make Sure Your Email
Content Is Not About
You
STEP FIVE

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Remember these three questions when creating
highly valuable content:
1. What does your subscriber need?
2. What are their main problems that
you can help solve?
3. How can you be of service?

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Use Targeted List
Segmentation & Message
Personalization
STEP SIX

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A 2015 Lyris study found that 39%
of marketers who segmented their
email lists experienced higher open
rates, 28% experienced lower
unsubscribe rates, and 24%
experienced better deliverability
and greater revenue.

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For the beginners out there, don’t overcomplicate your
segmenting strategy.

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There is no “perfect” sending frequency that will apply to
everyone on your list

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The average shopping cart abandonment rate is 67%

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Utilize Responsive
Design
STEP SEVEN

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Act-on more than doubled their own CTR with responsive
email and significantly increased the number of sales-ready
leads (SLRs) generated.

55. Optimize
Transactional Emails
STEP EIGHT

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The click rate for transactional
emails is 42% higher than the click
rate for a newsletter.
(Vero, 2016)

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Amazon Is the King of Personalized Transaction Emails

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ABABT –
Always Be A/B Testing
STEP NINE

59. What should you
test?
1. Call to Action
Button
2. Subject Lines
3. Send Time
4. Images
5. Content
6. Placement

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Always Include a
Call-To-Action
STEP TEN

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Calls to action actually make the top
of the list for most effective ways to
increase click-through rates by 65%
(Ascend2, 2016)

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Track, Measure and
Improve
STEP ELEVEN
“Give me a stock clerk with a goal and I’ll give you a man who will make history.
Give me a man with no goals and I’ll give you a stock clerk.” ~ J.C. Penney

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According to research from the
Direct Marketing Association, 60%
of consumers have made a purchase
due to an email marketing campaign.
(Direct Marketing Association)

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SIX KPI’s To Consistently Track
1.Conversion Rate
2.List Growth
3.Unsubs
4.Engagement
5.Open Rate
6.CTR

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DO NOT take on a relationship with more than one
person at the same time.

69. Email me at
aantonicello@delivra.com
for a free eBook of today’s
presentation
www.delivra.com
@AjAntonicello
Anthony
Antonicello

70. @AjAntonicello
THANK YOU!