Saffire Events Presentation: New SaffireMail
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The document introduces SaffireMail, an email marketing tool. It provides an overview presented by three people - Cassie Roberts, Rebekah Hardage, and Aaron Pederson. The bulk of the document outlines a seven-step guide to effective email marketing, including making a game plan, creating recipient lists, writing messages, including imagery, using strong subject lines, tracking performance, and learning and repeating. Pricing information for SaffireMail is also included.
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Saffire Events Presentation: New SaffireMail
- 1. INTRODUCING THE NEW SAFFIREMAIL CASSIE ROBERTS, REBEKAH HARDAGE & AARON PEDERSON
- 2. PRESENTERS Cassie Roberts Rebekah Hardage Aaron Pederson Manager, Sales & Marketing Manager Technical Directo Partnership Saffire Events Experience: Experience: Experience: Received BS Public Received a BA in • Leads a team of Relations, & Journalism & Public highly skilled Masters Sport Relations from Baylor programmers Management, The University • Finds the perfect University of Texas Expertise in email technology for the United States marketing, social job Olympic Committee media, analytics, etc. • A different breed Rodeo Austin Manages all marketing of techie – speaks efforts for Saffire English!
- 4. WHAT’S COOL ABOUT EMAIL? NOT COOL: One of the oldest online marketing tactics
- 5. WHAT’S COOL ABOUT EMAIL? COOL: 67% of global marketers rated email the most successful digital marketing tactic Source: CMO Council, May 2012
- 6. COMPELLING REASONS TO EMAIL • Email is the top revenue generator for many companies (even above social media) • Email gives some of the fastest results, often within 24 hours • Email is the most cost-effective marketing tool
- 7. GUIDE TO EMAIL MARKETING MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 8. STEP 1: MAKE A GAME PLAN MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 9. SET YOUR GOALS Two things to tell people: 1. What you want them to hear 2. What people want to hear
- 10. WHAT WILL YOU SAY? Get a group of people together who represent your target audience • Brainstorm all the reasons people come to your event • Match topics to reasons
- 11. FLESH OUT THE DETAILS Plan for: • How often will you say it? • Unless you’re big, don’t publicize schedule • What day of the week will you say it? o Tuesday (try Wednesday or Friday for fun!) • What time of day will you send
- 12. CREATE AN EDITORIAL CALENDAR
- 13. STEP 2: CREATE A LIST OF RECIPIENTS MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 14. EMAIL YOUR PEEPS • Outlook contacts • Board of directors • Volunteers • Sponsors • Exhibitors • Past purchasers • Etc.
- 15. GET ADDRESSES ONGOING Online • On every webpage • When people share an event photo • When they complete an online form • On Facebook, offer Like and email signup • On Twitter, promote by teasing pending campaign Offline • Door prize or signup at events
- 16. STEP 3: WRITE THE MESSAGE MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 17. WRITE THE MESSAGE Use ideas from your brainstorming/calendar Consider a “pyramid” approach • One main story • Two smaller features • Then you can test one against others Goal: Clicks!
- 18. STEP 4: INCLUDE GOOD IMAGERY MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 19. WHAT MAKES A GOOD IMAGE? The best email images are the ones that make people click! Use zoom/cropping Use photos of people looking at the camera
- 20. STEP 5: USE A STRONG SUBJECT LINE MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 21. STEP 5: USE A STRONG SUBJECT LINE Good content and images lead to CLICKS, but a good subject line (sent at right time) leads to OPENS!
- 22. STEP 5: USE A STRONG SUBJECT LINE What makes a good subject line? • Include something recognizable • Use action words • Not too spammy • 50 characters or less o Turn into Tweet:120 characters, # and shortened URL o Turn into Facebook:150 characters, graphic and no #
- 23. STEP 6: TRACK THE PERFORMANCE MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 24. TRACK THE PERFORMANCE Kendra’s Law: If you’re not measuring marketing, you’re not marketing!
- 25. WHAT TO TRACK Per email • Open rate • Click-through rate (CTR) • Response rate – web visits, revenue Over time • House file size • Churn (percentage who leave your list) • Cost/email • Revenue/email
- 26. SAMPLE OPEN RATES Varies by client • 9-15% on low end • 30-35% on high end Who has the highest open rate? • Good subject line • Clients who sell online • Clients with a strong brand • Sent at right time/day (Tuesday mid- morning)
- 27. SAMPLE CLICK RATES Not as much variance • Around 10-20% Depends on call to action, so use action words • Get More Info! • Sign Up! • Buy Now! • More Photos! Don’t tell the whole story.
- 28. STEP 7: LEARN AND REPEAT MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
- 29. WHICH EMAILS ARE MOST EFFECTIVE? Track which emails are most effective in terms of: • Opens • Clicks (for each topic) • Site visits/revenue Let that be your guide for your editorial calendar. CONTINUE TO TWEAK
- 30. SaffireMail™ pricing Note: Grey pricing above is for non-Saffire customers
- 31. NEXT WEBINAR Sneak Peek into New Saffire Functionality Tuesday, October 30 10:30 am Central
- 32. SHOW & TELL The New SaffireMail
Editor's Notes
- Let’s each introduce ourselves.
- You can see it’s not, just by the numbers of accounts and messages sent every day!
- But first, let’s talk in general about how to do email marketing. Here are some things we think are keys to success.We’re going to go through each of them and give you recommendations about how to do them successfully.
- The first step is to have a game plan.
- I think what news you will share can be done in a brainstorming session with stakeholders. The goal is to get as many potential topics of interest to CUSTOMERS as possible. It can’t be all news you want to share. It should be news people want to read! Example: We want to share what new clients we have and websites we launch. But people don’t click on those near as much as behind the scenes, photos, recipes, etc.JENNIE, THE QUESTIONS ARE GOING TO BE FOR YOU
- Here are some questions to ask yourself. Don’t worry, we’ll go through the answers.
- This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
- I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
- If your website is interactive, you should give people the chance to self-identify every time they interact with your site. Then think of the other places you interact with potential customers, and start capturing them there too.
- Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
- Research on what makes people click online images shows that the least likely photos to attract info are ones where there are no people, better are ones with people not looking at the camera, but the best are ones with people looking at the camera. Why? They ENGAGE! Try it!Early in my career, I was a writer, so it’s very dismaying to me that I work on a medium where people don’t read. But I work it by having short, punchy copy and lots of pictures.
- We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
- We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
- There is so much to learn from looking at your statistics.
- Lastly, you want to learn from your statistics and do more of what customers engage with!Jennie, I think you should talk about your member pre-sale and line-up announcements, where your open rates are double typical, and your clicks are up to 10 times as high! For daily emails, clicks and opens tend to go up every day during the event (so start them early?). I think be honest that revenue and site visits varies, but you always feel like there’s a cumulative benefit to communicating with customers. As far as trends, I’d talk about how your enews used to be totally separate from Behind the Chutes, but now it’s integrated – a sign of the times! Not sure what else here.As far as what to tell smaller events, talk about the budget for email vs. other marketing mediums to say it’s worth it!