Download to read offline
Uploaded bySchipul - The Web Marketing Company
TACCM 2013 DIY Email Marketing
Katrina Kokoska's email marketing presentation covers the importance of email marketing, outlining its benefits such as proven value, engagement, and measurability. Key topics include defining objectives, building targeted lists, crafting effective messages, and adhering to compliance regulations like the CAN-SPAM Act. The presentation emphasizes the significance of measurement and management, such as tracking open and conversion rates to optimize email marketing strategies.
More Related Content
Similar to TACCM 2013 DIY Email Marketing
TACCM 2013 DIY Email Marketing
- 1. Katrina Kokoska DIY Email Marke.ng @kkokoska // kkokoska@schipul.com
- 2. Who Am I? @kkokoska
- 3. • Why email marke7ng? • Ge;ng started • Cra>ing and sending messages • Measurement and management What We’ll Cover @kkokoska
- 4. • It has proven value • Engaged audience • Easy to measure • Messages have long shelf life • ROI Why Email Marke.ng? @kkokoska
- 5. People Find it Valuable @kkokoska
- 6. You Have an Engaged Audience @kkokoska 40% of consumers enjoy receiving a substan7al amount of marke7ng emails every week – Blue Kangaroo
- 7. Easy to Measure @kkokoska
- 8. Longer Shelf Life @kkokoska • 23.6% of email opens occur within the first hour. • A Facebook brand post will get half of it’s reach in the first 30 minutes.
- 9. ROI @kkokoska hSp://THEWEBSHOPPE.NET/email-‐marke7ng/cost-‐comparison-‐email-‐marke7ng-‐vs-‐direct-‐mail/
- 10. ROI Again @kkokoska hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-‐Inves7ga7on-‐Into-‐the-‐ ROI-‐of-‐Direct-‐Mail-‐vs-‐Email-‐Marke7ng-‐DATA.aspx
- 11.
- 12.
- 13. @kkokoska hSp://www.flickr.com/photos/29647247@N00/60963915/ GePng Started 1. Define objec7ve 2. Choose your ESP 3. Build your list
- 14. • Who is/are your audience(s)? • What is a conversion for them? – Loyalty program – Referrals – Lead nurturing – Closing Why are you doing this? @kkokoska
- 15. • Fully managed • SaaS • In-‐House Choosing your ESP @kkokoska
- 16. • Price • Commitment • Templa7ng features • Repor7ng • Reputa7on Choosing your SaaS Solu.on @kkokoska
- 17. The Usual Suspects @kkokoska
- 18. List Building -‐ Do’s and Don’ts
- 19. • Add checkbox to offline forms • Business cards • Event registrants • *Recent consumers DO: Build your list offline @kkokoska
- 20. • Website – Homepage – Sidebar – Contact Form – Check out – Event Registra7on • Facebook • Blog DO: Build your list online @kkokoska
- 21. DO: Segment your list @kkokoska Emails that have been tailored to specific audiences through segmenta7on get 50% more clicks than their counterparts. – Marke&ng Sherpa
- 22. DO: Tell them what they will receive @kkokoska
- 23. DO: Build trust immediately
- 24. DO: Con.nue growing your list @kkokoska
- 25. • Buy lists • Harvest email addresses or copy/paste • Precheck the box • Add folks to more lists than they agreed to • Send to folks you haven’t sent to in at least 2 years • Anything else that sounds shady DON’T! @kkokoska
- 26. Sender Score: Service from Return Path. Rates sender IP. Sender Reputa.on: Also calculated by email networks and ISPs Sender Score/Reputa.on @kkokoska
- 27. Controlling the Assault of Non-‐ Solicited Pornography And Marke7ng CAN-‐SPAM Act of 2003 @kkokoska EACH separate viola7on of the CAN-‐SPAM Act is subject to penal7es of up to $16,000
- 28. • Define objec7ves first • Use a SaaS solu7on • Build your list thoughlully across offline/digital proper7es • Don’t be shady Takeaways: @kkokoska
- 29. Cra[ing and Crea.ng Your Message 1.) List 2.) Subject Line 3.) Message 4.) Landing page 5.) Timing hSp://www.flickr.com/photos/24687645@N00/2826029311/
- 30. Do it first Be brief and explicit Not appropriate for the hard sell Sense of urgency? Avoid SPAM Terms Localiza7on not personaliza7on Use your company name Test Subject Lines @kkokoska
- 31. @kkokoska hSp://www.mailermailer.com/ Subject Lines
- 32. The Email: Design @kkokoska
- 33. • Your CTA: – Above the fold? – All roads lead to CTA? – Short and powerful? – Redundant? • How’s your subject line holding up? • Can you “Share with a Friend?” • Have you integrated your other digital proper7es? The Email: Message @kkokoska
- 34. • How does it hold up across email clients? • How does it look across mobile plalorms? • Can you view in browser and as plain text? The Email: Technical Considera.ons @kkokoska
- 35.
- 36. 1. Never go home 2. Focused value proposi7on 3. Clear request 4. One step conversion The Landing Page @kkokoska
- 37. @kkokoska The Landing Page hSp://searchengineland.com/the-‐value-‐proposi7on-‐test-‐what-‐is-‐your-‐pages-‐cap7on-‐141970
- 38.
- 39. Timing Considera.ons @kkokoska 1. Who is your audience? 2. What 7mezones are you sending to? 3. What is it you are asking them do?
- 40.
- 41. 1. Use an explicit subject line which you have tested 2. Be consistent with your branding 3. Have a clear CTA which links to a focused page 4. Schedule thoughlully (earlier is beSer) 5. TEST TEST TEST Takeaways @kkokoska
- 42. Management and Measurement hSp://www.flickr.com/photos/87434398@N00/136165399/
- 43. • Bounce = Undeliverable email – Hard bounce – So> bounce • Bounce Rate = # hard bounces/list size #1: Bounce Rate @kkokoska
- 44. @kkokoska Average Bounce Rate hSp://www.mailermailer.com/
- 45. • Unsubscribe – Opt out • Unsubscribe Rate = # of unsubscribes / list size #2: Unsubscribe Rate @kkokoska
- 46.
- 47. • Unique Open Rate – The # of people who open a message • Open Rate = # of opens / emails sent #3: Open Rate @kkokoska
- 48.
- 49. • Click Thru – Clicking a link in message • Click Thru Rate = # of unique clicks / # of links X recipients #4: Click Rates @kkokoska
- 50.
- 51. Conversion – Someone did the thing you wanted them to do. Conversion Rate = # of conversions / # of recipients #5: Conversion Rate @kkokoska
- 52. Are You Set Up for Tracking? Are your defined goals set up for tracking? Have you set up e-‐commerce?
- 53. @kkokoska Set up an Assisted Conversion
- 54. 1. Bounce/Unsubscribes – List health 2. Open/CTR – Content 3. Conversion – Overall performance 4. TEST Takeaways @kkokoska
- 55. Ques.ons? Contact Me! Katrina Kokoska @kkokoska kkokoska@schipul.com