Part 5 of the email marketing and social media marketing masterclass at RODIRECT in Bucharest, Romania http://www.michaelleander.me

1. Email Marketing & Social
Media Marketing Masterclass
- part 5 -
Michael
Leander
01-11-11
More information here www.michaelleander.com | www.michaelleander.me

3. Email Marketing Audit Components
1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels Webcast + video free to you
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data Webcast + video free to you
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues

4. The purpose of email
marketing is to acquire,
convert, sustain and grow
customers whom then in
turn will attract other
customers’ through
referrals

5. What are you trying to acquire permission
for? Are you going to be smart about this?
L H
Send offers and
promotions
1
Volume Recipient
indicator
Send newsletters engagement
Send Alerts and
updates
H L
5

6. 3 different frequencies –
each delivers different
types of newsletters
6

7. The Mother of All Tips
TEST.
TEST.
TEST.

8. Test subject lines
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32% Open rate
B -> 42% Open rate

9. Measure the appropriate metric

10. Content interest
revealed through
tracking

11. 15 things you can do to
improve your email
marketing results
More at follow-up webinar

12. Creating your email value proposition
Your email value proposition is your
sales pitch to get subscribers to
register/opt-in
12

13. As a minimum you must address
these questions - relentlessly
1. What are
you offering?
2. ”What’s in
it for me?”
3. Frequency
– how often?

14. …but it is ”good taste” to include
4. Privacy policy / link
5. Opt-out instructions You can unsubscribe anytime you want by following
the link included in each email we send you
6. What happens next? You will receive an email confirming your subscription.
Your first newsletter/message will reach your inbox within
the next 5 days
7. Reference sample
emails/preview
14

15. Structure of your USP / Email
Value Proposition
• Benefit driven – precise – ask
Headline a question if possible
Benefits/value • What’s in it for me?
Call to action • What do you want me to do?
• We don’t spam, sell /rent
Security addresses etc
15

16. Structure - suggestion
Free web seminar alerts
Headline, USP, frequency Get your alerts about free marketing
events once a week.
What is wrong here? First name:___________________
Last name:___________________
Email:_______________________
You can unsubscribe anytime you want. Read
Security our privacy policy here. We do not spam.
16

17. Landing page
Unique Free gift
Email marketing multiplies
Proposition conversion rates
Benefits +
content
concept
Customize ->
show care
about
relevancy
Re-confirm
Value
proposition
and USPs

18. The First 30 Days and Welcome Flow
In email marketing
The experience at the
beginning of the relationship
impacts the LENGTH (how long the
average subscriber
will stay with you) and the VALUE
of the relationship

19. The First 30 Days – What’s your flow?
Sign-up
First Push
Contact referral
First
Newsletter
Second
newsletter
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

21. 80% click on one
or more of those
links!

22. Educate your new subscriber –
sequential auto responder welcoming
program
Day 1 Day 3 Day 5
22

23. Don’t forget the From Name
CONTROL TEST
From : PriceMinister Advice From : Sophie at PriceMinister
Click-Through rate: Index100 Click-Through rate : Index 156

24. Where people look
● Eye path
● Inverted L
● First two lines
● First two words
● Eye guiding
toolkit
● Size
● Shape
● Colour
● Contrast
● Position

25. TOP TIP
Check your database/list frequently !
Never active 40-60%
Seldom active
Active frequently
Always 2-5%
active

26. Three C’s layout
C1 = Capture
C2 = Convince
C3 = Click
www.emailvision.com

27. Three C’s examples
C1
C1
C1
C2 C2
C2
C3
C3
C3
www.emailvision.com

28. Design and content tips
• Write so that recipient will know that you are
familiar with her
– You have previously shown an interest in...
• Use emotional links effectively
– ”Learn how to improve your ....” instead of ”Read
more”
• Link to stories from text, images, buttons
• Include functional links in your template
– Opt-out, online version, Forward-to-a-friend etc

29. Design and content tips
• Test different size and
color of headlines
• Test different size and
color of copy and
long/short copy
• When using link to
video show
playbutton
• Include ”what’s next”
to keep reader from
opt-out

30. Intro links / Pre-header
Functional links
Intro story (Credibility)
Survey or result
Can be
differentiated
”Products and offers” based on profile
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
30

31. TOP TIP
Zoom of preheader


32. Be quick off the blocks – pre-header
www.emailvision.com

33. Measure pre-
header activity

34. Prime real estate
Subject line:
Rest In Peace in Zanzibar
Below the fold area

35. Give several response options – and
put emotions into your link texts

36. Re-use content and increase the
”I’ll stick around for more” factor

37. Box it Up!
What’s in your boxes?
- Content A -> SA
- Content B -> SB
12 sections of - Offer A
personalized content - News B
- Regional
- Division
- Service
Increased revenue by
25% per email
sending

38. TOP TIP
Check your database/list frequently !
Never active 40-60%
Seldom active
Active frequently
Always 2-5%
active

39. How to share-to-social?
Include your
social media
properties to increase
engagement
Increase CTR by 30%
Share button @ each article
direct links to the
article on your website from
social media platform

40. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com