The Magic of Email Marketing: Using Email to Keep Retention Up & Costs Down
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Email marketing is a cost-effective method to acquiring and retaining subscribers. Whether you've been gathering subscriber email addresses for years or just getting started, you should be communicating regularly with your subscribers. In this workshop, you’ll learn how to build your email lists and construct email campaigns that will acquire, retain and build loyalty with your readers.
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The Magic of Email Marketing: Using Email to Keep Retention Up & Costs Down
- 1. www.presslaff.com 203-857-4277 mnovak@presslaff.com The Magic of Email Marketing: Using Email to Keep Retention Up and Costs Down Michelle Novak, Manager, Client Sales & Service
- 2. www.presslaff.com 203-857-4277 mnovak@presslaff.com AGENDA M: Mobile Friendly A: Acquisition & Activation G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 3. Michelle Novak – mnovak@presslaff.com - 203-857-4277
- 4. www.presslaff.com 203-857-4277 mnovak@presslaff.com Automated Email Newsletters Data Segmentation for Sales & Marketing Circulation Data Collection & Targeted Emails on Behalf of Advertisers 1 Newsletters Contests Classifieds Registered Users On Site Event Registrants Advertisers Triggered Emails for Circulation Retention eEdition Facebook Fans Subscriber Loyalty Programs Contests & Surveys to Collect Data and Qualified Leads Develop A Unified Database Audience Data Aggregated in One Location to Grow Your Audience & Ad Revenue
- 5. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Acquisition & Activation G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 6. www.presslaff.com 203-857-4277 mnovak@presslaff.com 51 seconds: The average time people spend reading an email. 19%: Average amount of an email that’s read. 35%: Of the time just a part of the email is scanned/looked at. Keep it short Use catchy headlines Make it scan-friendly/short paragraphs Use bullet points Provide links for more detail Jakob Neilsen How Emails Are Read
- 8. www.presslaff.com 203-857-4277 mnovak@presslaff.com “91% of consumers check their email at least once per day on their smartphone, making it the most used functionality ExactTarget.” Mobile Behavior Report (2014) Email Activity on Smartphones
- 9. www.presslaff.com 203-857-4277 mnovak@presslaff.com Mobile Friendly Same Content Works Well on Desktop and Mobile
- 10. www.presslaff.com 203-857-4277 mnovak@presslaff.com Responsive Design Content Automatically Rearranges Based on Device
- 13. www.presslaff.com 203-857-4277 mnovak@presslaff.com BlueHornet “Consumer Views of Email Marketing” (2012) Why is Mobile Design Important?
- 14. www.presslaff.com 203-857-4277 mnovak@presslaff.com Effective Email Checklist Concise copy – Break into scanable bites, use bullet points, headlines, etc. – Minimum font sizes: • Headlines - 22 px • Body text - 14 px Make most of Subject and Pre-header – 25 characters goal for subject line. – Pre-header: 1st 50-100 characters of email copy
- 15. www.presslaff.com 203-857-4277 mnovak@presslaff.com Effective Email Checklist ”Fat-finger" syndrome: – Minimum 29×44 pixels for clickable areas – At least 10 pixel pad allowance between clickable areas – Avoid including “traditional” navigation menu bar Images: - May be blocked/Use Alt Text - Images are eye-candy. - There are still a number of email clients that block images by default, including older versions of Outlook, Yahoo and many mobile clients. - Some spam filters still "ding" you for low text/image ratio. Single-image emails will more likely land you in the spam folder. - If marketers optimized their emails for image blocking, ROI would increase 9%. http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/
- 16. www.presslaff.com 203-857-4277 mnovak@presslaff.com Effective Email Checklist Call to Action must be clear - Immediately understand what you want - Make it obvious where to click - Drive reader to action on landing page or call/email Design - Email width no more than 600 pixels wide - Phone numbers and email addresses clickable for immediate access. - Responsive Design is ideal Test Test Test - Be sure to check your email not only on desktop, but at least one mobile device
- 17. www.presslaff.com 203-857-4277 mnovak@presslaff.com General: CAN SPAM Regulations Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement. Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations. Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests. Honor opt-out requests promptly. Must be able to process opt-out requests for at least 30 days after you send your message and honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
- 18. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Acquisition & Activation G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 19. www.presslaff.com 203-857-4277 mnovak@presslaff.com Goal: Convert non-subscribers who are registered website users to subscribers. Offer: Free Centennial Magazine with subscription Results: Over 4,500 emails sent Open Rate: 40% New Print Subscribers: 36 Convert Site Users
- 20. www.presslaff.com 203-857-4277 mnovak@presslaff.com Goal: Convert non-subscribers who are registered website users to subscribers. Offer: 2015 Photo Calendar with a new subscription Results: Over 5,000 emails sent Open Rate: 30% New Print Subscribers: 30 Convert Site Users
- 21. www.presslaff.com 203-857-4277 mnovak@presslaff.com Goal: Acquire new subscribers. Offer: One Day Black Friday Sale Email sent to Former subscribers or database members who have Never been subscribers. Results: The addition of email marketing to annual Black Friday subscription offer generated a 4-fold increase over past years. Formers & Non-Subscribers “We usually acquired dozens … this year we got hundreds”
- 28. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Acquisition & Activation G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 34. www.presslaff.com 203-857-4277 mnovak@presslaff.com Business Newsletter doubles site visits to Business web pages on Fridays Drive Site Traffic
- 35. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Acquisition & Activation G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 36. www.presslaff.com 203-857-4277 mnovak@presslaff.com Americans Like Email • 72% say email is their #1 preferred source of communication with companies • 61% want promotional emails 1x per week • 28% want promotional messages even MORE frequently http://www.dmnews.com/consumers-keep-those-emails-comin/article/396332/
- 37. www.presslaff.com 203-857-4277 mnovak@presslaff.com Special Offers Newsletter List Size: 40k Revenue: $250k Birthday Emails $1,200-$18k Zip Code Targeted Emails List Size: 41k Revenue: $40k Contests Newsletter Lead Generating Surveys List Size: 13k Revenue: $30k Use the data you collect to target relevant email marketing messages ... and generate more revenue. Turn Your Data into Dollars
- 38. www.presslaff.com 203-857-4277 mnovak@presslaff.com Savings & Special Offers Send emails on behalf of your advertisers
- 39. www.presslaff.com 203-857-4277 mnovak@presslaff.com Goal: Identify potential new subscribers, collect subscriber email addresses, generate editorial content, generate sales revenue Readers were invited to submit their “Love Story” for a chance to win a bundle of prizes from 9 advertiser sponsors. All entrants were asked this new question about their subscriber status: “Are You A Reader Reward Member?” The “No, I’d Like More Info” response triggered this automated email encouraging purchase of a subscription. The “I’m Not Sure, but would like to be” response triggered an email to Circulation Customer Service to match up with Subscriber account and grow the number of email addresses in their circulation system. Revenue from Contests & Acquiring New Subscribers
- 40. www.presslaff.com 203-857-4277 mnovak@presslaff.com Results: 34 new subscriber LEADS! 70 wanted to become "Rewards Members,” triggering info to the paper's Customer Service team in order to associate the subscriber's email address with their subscription. 9 Advertising sponsors generating $2,000 in revenue Editorial Content online/in print Revenue from Contests & Acquiring New Subscribers
- 43. www.presslaff.com 203-857-4277 mnovak@presslaff.com Results Nearly 800 entrants 12 advertisers Increased profile data on subscribers Concept: Enter to win one of 12 Prizes available through the brand NEW “Courier Edge” program. Answer a few questions about the advertiser to enter to win the sponsor’s prize. All entrants receive an immediate bounce-back coupon from the sponsor. Multi-Sponsor Contests
- 44. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Activation & Acquisition G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 45. www.presslaff.com 203-857-4277 mnovak@presslaff.com News-Press Campaigns • Welcome • Pre-Expire 1 Day • Post-Expire 21 Days • Stop – Day Of • Come Back Special Offer Open Rates • Range 23%-38% Automated Circulation Notices
- 48. www.presslaff.com 203-857-4277 mnovak@presslaff.com Loyalty: Good News VIP Club emails include a monthly giveaway and special offers. Also promotes special publications and events. Revenue: “The program has helped strengthen our relationship with advertisers who have provided giveaways… and many of these advertisers who have been impressed with the success of their contests are now sponsoring their own emails. Reader Rewards = Revenue
- 50. www.presslaff.com 203-857-4277 mnovak@presslaff.com 3,936 Entries from 2,097 Unique Entrants 2,183 New Registered Users 1,796 Verified Subscribers and 387 Trials All done in 3 ½ days Reader Rewards: Contests
- 52. www.presslaff.com 203-857-4277 mnovak@presslaff.com Results: 7-fold increase in Sign-ups 7,000 page views, 54% were new visitors to the Inner Circle website. Members-Only Contests
- 59. www.presslaff.com 203-857-4277 mnovak@presslaff.com M: Mobile Friendly A: Activation & Acquisition G: Generate Revenue I: Increased Loyalty C: Compelling Content
- 73. www.presslaff.com 203-857-4277 mnovak@presslaff.com Identify qualified leads for home improvement-related advertisers and generate revenue • “House” micro-site with areas inside/outside of the house sponsored by advertisers (furniture, landscaping, roofing, insurance, realtors, etc.). • Each advertiser survey included questions about their business to help identify qualified leads, including an opt-in question to email savings offers/more information. The sponsor supplied a prize for one entrant to win. • Upon entering the house, website visitors answered the sponsor questions, and (if not already in the property database) provided registration data (Name/Email/Opt- in/Zip/Age/Gender) in order to enter to win the prize. • Contest promoted via email, website, on-air/in print promotion over 4 weeks. • At the end of the contest, entrants receive emails which include information/special offers to contact/visit the sponsor’s business to complete their home improvement project. Lead Generating Contests
- 75. www.presslaff.com 203-857-4277 mnovak@presslaff.com Enter for your chance to win thousands of dollars in prizes for your home! Scan the QR code or visit win-now.standard.net ENTER AT WIN-NOW.STANDARD.NET B THORO-CLENE Promoted Across All Channels
- 83. www.presslaff.com 203-857-4277 mnovak@presslaff.com Unify Your Email Lists Make Emails Mobile-Friendly Acquire New Subscribers Through Email Activate Your Audience to Drive Them To Your Products Generate Revenue through Emails & Lead Generating Contests Increase Loyalty with Contests/Coupons/Rewards Create & Deliver Compelling Content MAKE YOUR OWN MAGIC
- 84. www.presslaff.com 203-857-4277 mnovak@presslaff.com Email Marketing • Promote Your Print and Digital Content • Acquire/Re-acquire Subscribers • Send Email Campaigns on Behalf Of Advertisers Contests • Build The Database • Identify Prospective Subscribers • Generate Advertising Revenue Surveys • Learn more about audience interests • Generate Qualified Leads for Advertisers • Acquire data to support marketing and advertising sales Presslaff’s Ongoing Support • Strategy Development • Sales Training • Pre-Packaged Sales Campaigns Solution: Dat-e-Base & Ongoing Marketing Support Unified Platform to Grow, Engage & Monetize Your Database
Editor's Notes
- If you’re not familiar with us, we have platform – Dat-e-Base - that helps you capture and unify user information and re-engage your audience through email marketing, automated newsletters and subscription notification, contesting and surveying – all in that one platform. And we support it with the ideas and expertise to grow audience and generate recurring revenue. So all of the examples you see today will be from papers we are working with and doing just that
- When you create your emails – think about how people read them. If you’ve been on a webinar with us before, you’ve probably seen this heat map image before – it’s such a powerful reminder of how important your design is based on audience behavior. 51 seconds 19% 35%
- In fact, more emails are read on devices than on desktops – making it important that you create your test groups and Test the emails you build not just on your desktop where you designed it – but on other devices.
- Email is the #1 thing people do on their smartphone - so you need to be thinking about how those look there.
- Example of mobile friendly – the email looks the same, it just shrinks to fit in the window of the mobile device
- Responsive design is better – the content changes based on the device. See how the image moves from being on the left and copy on the right on the desktop version to image on top and text below. That’s all done with responsive design
- Another example – looking at it in a couple of places Outlook Yahoo Galaxy phone I literally see NOTHING because there is no content except the image.
- The difference between text/graphics – certainly it’s a lot less compelling without the images – but at least I can tell what the content is that would make me more likely to want to see more and download those images. So it is really critical that you build emails with that blend of text and graphics. And that can be a challenge to teach your team – since your graphic designers are so attuned to building gorgeous print ads that are big images – it’s important to train them and/or have one person who can translate those print ad designs into effective emails.
- Why is it so important … because it impacts consumer behavior. Over 70% say they just delete it if is doesn’t look good – so think back to those image only emails we talked about earlier – people will hit the delete key before the download button. Some research released yesterday showed that emails built in responsive design had a 40% higher click-to-open ratio on mobile devices than those not responsive. So RD emails are increasingly important
- Things to think about with mobile Responsive Design Concise copy Subject needs to be shorter Pre-header – what’s the start of your email say/show – that’s making the decision whether they open it or not
- Think about clicking on the email with your finger Images – they may not be seen, so often they are default blocked on devices – so that text/graphic blend is important and using Alt Tags – that copy you see on an image when it isn’t downloaded – is very important Make it obvious what you want people to do – and drive them to act – whether a web page or phone number (and format that phone number to click & call)
- Think about clicking on the email with your finger Images – they may not be seen, so often they are default blocked on devices – so that text/graphic blend is important and using Alt Tags – that copy you see on an image when it isn’t downloaded – is very important Make it obvious what you want people to do – and drive them to act – whether a web page or phone number (and format that phone number to click & call)
- Second critical component of email that – surprisingly – is still an issue we see. CAN SPAM act was in 2003 – the rules really haven’t changed. Don’t use false/misleading header information Don’t use deceptive subject lines Identify it as a promotional message Include your physical postal address Allow people to opt-out Honor that opt out promptly – I don’t know if you’ve ever run across something which says ‘it may take up to X time to unsubscribe you’ – because with today’s technology I think people expect it to be immediate - but the rules don’t make immediate mandatory In our platform the unsubscribe link and street address is hard coded into the platform for our clients, so an email can’t go out without that street address and the unsubscribe links, but that’s not the case in all programs – so be sure whatever you’re using, your emails are following the regulations.
- Two more great stories of email campaigns being tied directly to new subscriptions – jackson hole has been doing regular campaigns to convert their website registrants who are non-subscribers to becoming subscribers. They’re taking advantage of some of their great NTR products as incentives for subscribing. In this case, their 2015 calendar – I can imagine those pictures are gorgeous – they sent 2 emails to those non-subscribers….and saw an over 30% open rate on the emails and acquired 30 new subscribers from this campaign.
- Print/insert/online ads
- I like what I see some of our clients doing – Yes – there’s a focus on price – but it’s topical, relatable, seasonal – creates a sense of time-sensative urgency
- Digital Subscriptions- so many of our clients have target goals to get their digital activation to various thresholds - 30%+ and email a huge part of that conversion activation was email. tion link.
- Digital Subscriptions- so many of our clients have target goals to get their digital activation to various thresholds - 30%+ and email a huge part of that conversion activation was email. tion link.
- Other digital products, your apps – promote them via email and include the link to download the app – knowing 50% of emails are read on a phone – you can get immediate activation.
- Other digital products, your apps – promote them via email and include the link to download the app – knowing 50% of emails are read on a phone – you can get immediate activation.
- This is a Friday email that goes out highlighting business news in the midland area – and they say it doubles the site traffic to their business web pages after it’s sent.
- 72% of Americans say email is their FAVORED conduit of communication with companies they do biz with. 61% of people want promotional emails 1x per week from their preferred companies. If you’re able to do them on behalf of your advertisers, you can be sending multiple messages a week for these different businesses.
- Look at your registration form and the data you are collecting – are you capturing information that allows you to get away from sending eblasts to sending targeted email campaigns. Like I said, there’s big money to be made. Zip Codes – 40k in one year, and not in a big market Birthday emails with free gifts from advertisers – several thousand per year Engaging audience in contests that generate leads for advertisers – - small list – 13k. .. resulted in $30K in ad revenue And those ‘savings and offer emails – last year a newspaper with a list of 40k generated a quarter million dollars in email marketing for advertisers. So even if your list isn’t that big – lets say it’s a quarter of that - 10,000 … would you be happy with a quarter of that revenue - over $60k – added to your bottom line?! Email can do that for you.
- A one client who generated 57 renewals from approximately 400 post-expire emails sent in the first few days of launching her A.C.E. Automated Circulation Email campaigns,
- A one client who generated 57 renewals from approximately 400 post-expire emails sent in the first few days of launching her A.C.E. Automated Circulation Email campaigns,
- And for those doing loyalty programs – driving traffic to those offers is critical to make sure people know about them and take advantage of them. Rich Brest and I were at a conference in Ohio last fall and he mentioned this specific campaign from the Pittsburgh Tribune The Pirates were on their way to a post-season appearance, so tickets were hot. The Trib had a pair of tickets and sending the email out to drive people to the contest had phenomenal results Email open rate – about 20% Over 2300 click throughs. Which generated nearly 4k entries and over 2k new registered users on the rewards site, including nearly 400 trial memberships. In 3-1/2 days! Talk about making magic with email!
- We talked about automated email newsletters earlier, but there are several papers that are manually curating these emails daily – and this is one of my favorite – it’s called “3 for Me’ and is focused on the BENEFIT to the reader – 3 local stories you need to know, 3 offers to save you money and 3 events happening around town. All with click throughs to their site that drive traffic and highlight content. It’s great.
- And any of the other benefits/special offers/events/classifieds – using email to drive awareness and activation helps you generate greater success
- And any of the other benefits/special offers/events/classifieds – using email to drive awareness and activation helps you generate greater success