How to Get Better Marketing Results Using Social + Email Marketing
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The document discusses how email marketing is an effective tactic for businesses, with 98% of marketing professionals using email as part of their strategy and 55% finding it the most effective tactic. It notes how email can help businesses gain customers, reduce costs through referrals, and provides tips for crafting effective email campaigns such as having a clear call to action and monitoring results.
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How to Get Better Marketing Results Using Social + Email Marketing
- 1. © 2014 Better Results: Email + Social
- 2. @LisaKember
- 3. Facebook LinkedIn Twitter Pinterest Instagram YouTube © 2014 @LisaKember
- 4. © 2014 @LisaKember 2009 2013
- 5. © 2014 @LisaKember 12
- 6. NOISE © 2014 @LisaKember
- 7. © 2014 98% of marketing professionals use email as part of their overall strategy. And 55% of marketing professionals agree email marketing is the most effective marketing tactic they use. - Ascend2 "Marketing Strategy Report" (Dec 2013)
- 8. © 2014 @LisaKember Customers
- 9. © 2014 Cost savings @LisaKember
- 10. © 2014 @LisaKember Referrals
- 12. Email is marketing. @LisaKember
- 13. • know what you want them to do • fewer choices mean more action • make it easy and obvious @LisaKember
- 14. Call to action. Outsold 3-1 @LisaKember
- 15. Monitor your results. @LisaKember
- 16. @LisaKember
- 17. @LisaKember
- 20. 1 email campaign. $400,000. @LisaKember
Editor's Notes
- 1
- There is no question that email is under attack lately…. Between the growth of social media, naysayers predicting its demise, and – IN CANADA – CASL coming into effect this year, some marketers are thinking that perhaps they should give up on email. That it’s time to invest all your time and energy in other things…
- Some of them are tunring to social media… and there is no question that social media has its place in the marketer’s toolkit! It has to – or you are missing a huge opportunity. But there are some challenges with getting your message through … and a missed opportunity if you don’t find a way to capture their emaills and integrate that into the … You miss the boat!
- In 2009, a Facebook account holder Liked, on average, 4.5 Pages. In just four years, this number increased to an average of 40 Pages! Not only that, but brands have been expanding their use of social media in their marketing campaigns, raising the number of Facebook posts that they make from an average of five times per month to 36. This means that in 2009, Facebook users only had to keep up with a manageable 23 updates per month, whereas they are currently bombarded with around 1 440 updates per month!
- Compare that with emails… The average email user (that’s everyone!!) is only on the email lists of 12 brands. So … They are more choosy about who they go to It is …less NOISY
- It is less noisy – less difficulty in getting through… Less tuning you out. MORE ability to convert…
- That might be why… 55% of professional marketers rate it as the most effective marketing tactic that they use… THE MOST EFFECTIVE.
- I was up in Thunder Bay on Tuesday presenting a workshop at the CEDC series. One of the attendees came up to me at the end of my prsentation. Angele was typical of many of the entrepreneurs I meet. She had just started her business – Polar Pet Products – a few months ago and told me about the pet products she is creating and selling. Dog collars, coats, etc…. I have a little bichon at home who is the princess in our household, so I was excited to hear all about these products. After hearing all about them… I said : So what is the problem? Angele explained that while she has created and sourced amazing products, she needs to get the word out about them. She REALLY needs more customers! Have you been there? Do you see yourself there? Sometimes we focus too much on getting the right product, getting our suppliers in place, and we forget that unless we get cvustomers buying from us, we don’t have a business. We need more customers!
- In August our team had a booth at a conference downtown and someone came by askign to talk to me. Adam was running a courier company and had been trying a lot of things to market his business, and he was doing pretty well, but he was spending a lot of advertising, promotions and really had no idea what was workign for him. He was afraid to quit doing any one thing, because he didn’t want to ruin his success. He needed to figure out how to track his results. He needed some indicators or analytics to ensure he was doing the right things to cut expenses in his business and make more money.
- A good friend of mine is a real estate agent. She has helped me buy and sell several properties in an investment company I have. We get together for dinner fairly often and the other night over drinks she was telling me how she gets frustrated sometimes… because most people don’t buy properties that often, she is always in the mode of finding new customers. She needed to find a way to get people – her friends, followers and customers – help her find more business. She needs to get every customer she has, helping her find more business. She needs repeat business. But she also needs referrals. Because that’s how she will make more money.
- The data shows it… The stories tell it… But the only way to prove it is to build email into your marketing strategy…
- So how do you do that? It starts by remembering that email is MARKETING. Ppl refer to it as newsletters, promotional emails or whatever, but the fact is that it is marketing. What is marketing? At its core, marketing is about driving a physical and measurable response… So you want to do what you can to drive the right responses. Monitor and track everything.. So you can say… that works well, let’s do that again. Or that didn’t work so great – let’s not do that again.
- Remember that what we are talking about today is email MARKETING. What is marketing? At its core, marketing is about driving a physical and measurable response… So you want to do what you can to drive the right responses. Monitor and track everything.. So you can say… that works well, let’s do that again. Or that didn’t work so great – let’s not do that again.
- Enchanted Florist… Tested two options for mother’s day.. The other thing that is important is… Putting more links in your text… Not just one.. Average CTR when one link used: 6.81% Average CTR when two links used: 8.57% Also – text links outperform graphic links by almost 2:1 ratio
- Remember that what we are talking about today is email MARKETING. What is marketing? At its core, marketing is about driving a physical and measurable response… So you want to do what you can to drive the right responses. Monitor and track everything.. So you can say… that works well, let’s do that again. Or that didn’t work so great – let’s not do that again.
- But CASL, for instance, which has caused some people to take a second look at whether to do it or not… Actually has quite a few that say they think it is a good thing… And I think they may be right!! With less noise, more demand for PERMISSION before you email someone and a high level of understsanding of what that is… business is good. And leveraging the broad strokes of social media to drive more email coverage just makes sense!! Take Dan Plouffe and Julie Card as an example… they own a business called MyCOllingwood…
- We are seeing some exceptional results with our clients in the last few months as we experiment with how to capture permission and drive more results from email…
- We are seeing some exceptional results with our clients in the last few months as we experiment with how to capture permission and drive more results from email…
- After this seminar, we’re going to be sending you an email with our special Cyber Monday discount. If you buy today you’ll get 40% of 3 months of Constant Contact. This is our biggest savings of the year! Kick off the new year with huge savings and let us help you make your business be more successful in 2015. Start with email marketing and learn to do so much more with our free support and educational resources.
- I want to end with a story… In 1999 I launched a marketing agency. Over the next decade, I built the agency up to several team members and a couple million in revenue Mostly using an email list … which at its peak was 700 people One of the first email campaigns I sent was when I was only a couple years in business. That campaign went to maybe 150 people. But I got a call the day after itwent out from someone who was not even on my mailing list…. He asked me to come in and talk about a PR campaign. We ended up doing some $400K worth of business with them.