Brian Abracen discusses why email marketing is still an effective strategy. Some key points include:
- Email yields high returns, with an estimated ROI of 4,300% and $44 in revenue for every $1 spent.
- Emails are effective at nurturing leads and converting prospects into customers through a series of targeted messages.
- Personalized and segmented emails that are relevant to the recipient increase engagement and conversions.
- Building and maintaining an opt-in email list requires capturing permission, sending valuable welcome messages, and regularly cleansing inactive addresses.
- Achieving a positive sender reputation with internet service providers is important for delivery and response rates.
This presentation is about basics of marketing, definition, comparison with branding, channels of marketing, types of email marketing, and basics of effective email marketing, metrics involved, importance of subject lines as well as email automation
Introducing Email Marketing Blast off, a Comprehensive Guide All About Email Marketing. Inside this Free eBook, you will discover the topics about advertise, do not spam, creating email lists for marketing campaigns, understanding email marketing, why not email marketing, the reaction to your email marketing, email marketing strategies and is your email marketing spam.
Email Marketing is one of the techniques which are used in Digital Marketing. Email Marketing is a form of Direct Marketing which is done through sending emails. Email Marketing is not about spamming. While the common belief could be that Email Marketing has become obsolete, but the reality is otherwise. As a business, you should be more interested in Email Marketing due to ample amounts of benefit. These slides are all about Email Marketing and you will get a very fair idea about Email Marketing. Also, if you are practicing Email Marketing, these slides will give you idea of how to make your email marketing more effective and powerful.
Email continues to be a powerful channel for driving business. Are you feeling the power? Or could your email marketing use a turbo-boost?
“An Introduction to Email Marketing” is more than a quick overview. It’s a how-to compendium that explains why a holistic approach to email – integrating it with your other marketing channels – is most valuable and how you can implement and measure a top-performing email marketing program.
Email marketing 101, How to run email marketing campaigns, Email marketing fu...Deep Mehta
An indepth course in email marketing covering the whole process of email marketing - types of emails, how to avoid the promotions tab, how to analyze an email, tools popular in email marketing, key performance indicators in email marketing, how to UTM tag an emailer, how to write good subject lines & preheader text, anatomy of a good email
This presentation is about basics of marketing, definition, comparison with branding, channels of marketing, types of email marketing, and basics of effective email marketing, metrics involved, importance of subject lines as well as email automation
Introducing Email Marketing Blast off, a Comprehensive Guide All About Email Marketing. Inside this Free eBook, you will discover the topics about advertise, do not spam, creating email lists for marketing campaigns, understanding email marketing, why not email marketing, the reaction to your email marketing, email marketing strategies and is your email marketing spam.
Email Marketing is one of the techniques which are used in Digital Marketing. Email Marketing is a form of Direct Marketing which is done through sending emails. Email Marketing is not about spamming. While the common belief could be that Email Marketing has become obsolete, but the reality is otherwise. As a business, you should be more interested in Email Marketing due to ample amounts of benefit. These slides are all about Email Marketing and you will get a very fair idea about Email Marketing. Also, if you are practicing Email Marketing, these slides will give you idea of how to make your email marketing more effective and powerful.
Email continues to be a powerful channel for driving business. Are you feeling the power? Or could your email marketing use a turbo-boost?
“An Introduction to Email Marketing” is more than a quick overview. It’s a how-to compendium that explains why a holistic approach to email – integrating it with your other marketing channels – is most valuable and how you can implement and measure a top-performing email marketing program.
Email marketing 101, How to run email marketing campaigns, Email marketing fu...Deep Mehta
An indepth course in email marketing covering the whole process of email marketing - types of emails, how to avoid the promotions tab, how to analyze an email, tools popular in email marketing, key performance indicators in email marketing, how to UTM tag an emailer, how to write good subject lines & preheader text, anatomy of a good email
9 engaging email marketing best practices for customer acquisition and retentionRuchira Agrawal
Emails are one of the top activities on mobile devices. One of the foundational aspects of a marketing plan, brands use emails and email campaigns to promote their products and services. Whether you are a founder of a startup or a cmo of an established organization in health/wellness, education/learning, talent or internet space, how do you ensure your team is doing all it can so your promotional messages are opened and read by your clients instead of being sent in the trash? Here are 9 best practices that will help you succeed.
Many business owners who opt to try email marketing make the mistake of believing any type of email marketing is beneficial. This is simply not true; there are a number of mistakes business owners can make when they organize an email marketing campaign. Examples of these types of mistakes may include allowing promotional materials to be tagged as spam, not following up with promotional emails, not being prepared for an influx of customers after an email marketing effort, and not marketing specifically to the target audience.
How do you get the most out of email marketing and turn it into a powerful tool for your hotel?
This month's online seminar gives insight into best practice guidelines on email marketing and helps make your communications more effective. Customised and integrated email marketing campaigns allow you to build engaging and profitable relationships with your customers. We will give you tips on how to ensure you achieve the highest open rates, click-through rates and return on investment from your email marketing activity.
The recording of this session is available by emailing training@avvio.com
Sign up for more hotel marketing webinars from Avvio by emailing training@avvio.com
Presentation on the impact of CASL and the approach to developing an effective Email Marketing program; one that engages prospects and nurtures sales leads. CASL addresses the consent aspect of your email marketing, but are you fully addressing the 3 C's - Content, Conversion and Consistency?
If you want to start learning about email marketing, it is a very useful guide for you! We will walk you through the entire process of establishing your email marketing attempt so that you can acquire leads, get your time, money and resources worth, and generate expected sales.
After examining this slide share, you will be able to understand what email marketing is, what benefits it carries, how you can obtain and retain email data, and what ways you can do to execute an email marketing campaign. You will also be experiencing some example successful email campaigns, the tools helping you to increase your inbox placement rate, the instance templates and so on.
If you are ready to go, start your profound journey through email marketing by starting the presentation.
Blog Post: https://popupsmart.com/email-marketing/
Learn all about Email Marketing, and how to promote your products and services using emails. Included is how to generate subscriber list, subscriber management and updating, email marketing metrics, types of email marketing platforms and many more.
Growing your email list is one of the most important things to do for your business. In this first webinar of the year, we’ll dive deep into the most important elements of your email list.
Boost your Business with Email Marketingrishigangoly
You will learn to get your messages delivered to the Inbox, techniques to get your prospects to reply to you, build good databases and manage them and use Software & Bulk Email Services.
An Introduction To Social E-Mail Marketing
While some people would like to have you believe that e-mail marketing will soon
become extinct in 2018 and beyond nothing could be further from the truth.
There are many people that would like to have you believe the new way of
communicating with friends and customers will soon be strictly social and skip the
e-mail marketing process altogether.
While I will not deny that social marketing sites such as Twitter, Facebook, and
LinkedIn are a great way to stay in contact with your crowd we still need to heavily
focus on quality e-mail marketing.
9 engaging email marketing best practices for customer acquisition and retentionRuchira Agrawal
Emails are one of the top activities on mobile devices. One of the foundational aspects of a marketing plan, brands use emails and email campaigns to promote their products and services. Whether you are a founder of a startup or a cmo of an established organization in health/wellness, education/learning, talent or internet space, how do you ensure your team is doing all it can so your promotional messages are opened and read by your clients instead of being sent in the trash? Here are 9 best practices that will help you succeed.
Many business owners who opt to try email marketing make the mistake of believing any type of email marketing is beneficial. This is simply not true; there are a number of mistakes business owners can make when they organize an email marketing campaign. Examples of these types of mistakes may include allowing promotional materials to be tagged as spam, not following up with promotional emails, not being prepared for an influx of customers after an email marketing effort, and not marketing specifically to the target audience.
How do you get the most out of email marketing and turn it into a powerful tool for your hotel?
This month's online seminar gives insight into best practice guidelines on email marketing and helps make your communications more effective. Customised and integrated email marketing campaigns allow you to build engaging and profitable relationships with your customers. We will give you tips on how to ensure you achieve the highest open rates, click-through rates and return on investment from your email marketing activity.
The recording of this session is available by emailing training@avvio.com
Sign up for more hotel marketing webinars from Avvio by emailing training@avvio.com
Presentation on the impact of CASL and the approach to developing an effective Email Marketing program; one that engages prospects and nurtures sales leads. CASL addresses the consent aspect of your email marketing, but are you fully addressing the 3 C's - Content, Conversion and Consistency?
If you want to start learning about email marketing, it is a very useful guide for you! We will walk you through the entire process of establishing your email marketing attempt so that you can acquire leads, get your time, money and resources worth, and generate expected sales.
After examining this slide share, you will be able to understand what email marketing is, what benefits it carries, how you can obtain and retain email data, and what ways you can do to execute an email marketing campaign. You will also be experiencing some example successful email campaigns, the tools helping you to increase your inbox placement rate, the instance templates and so on.
If you are ready to go, start your profound journey through email marketing by starting the presentation.
Blog Post: https://popupsmart.com/email-marketing/
Learn all about Email Marketing, and how to promote your products and services using emails. Included is how to generate subscriber list, subscriber management and updating, email marketing metrics, types of email marketing platforms and many more.
Growing your email list is one of the most important things to do for your business. In this first webinar of the year, we’ll dive deep into the most important elements of your email list.
Boost your Business with Email Marketingrishigangoly
You will learn to get your messages delivered to the Inbox, techniques to get your prospects to reply to you, build good databases and manage them and use Software & Bulk Email Services.
An Introduction To Social E-Mail Marketing
While some people would like to have you believe that e-mail marketing will soon
become extinct in 2018 and beyond nothing could be further from the truth.
There are many people that would like to have you believe the new way of
communicating with friends and customers will soon be strictly social and skip the
e-mail marketing process altogether.
While I will not deny that social marketing sites such as Twitter, Facebook, and
LinkedIn are a great way to stay in contact with your crowd we still need to heavily
focus on quality e-mail marketing.
#20AWC PPT presented on 14sep2016 at 1120amPaweł Waryszak
The preliminary findings from the CO2 x Herbicide project that I presented at the 20th Australasian Weeds Conference, in Perth WA. You can learn more about the project here: https://sites.google.com/site/herbicideandelevatedco2/
Injections of Herbicide into Rhizomes of Knotweeds and Other Invasive Plant S...John Lampe
We ran trials on this method for a few years as did other organizations and individuals. Ultimately, we did not find its efficacy to outweigh the labor involved. Therefore, Green Shoots decided not to launch the product. We have however had real success with foliar applications using our Green Shoots Foam Herbicide Dispenser. John Lampe gave a presentation on that system at the Upper Midwest Invasive Species Conference: http://www.slideshare.net/johnlampe/how-to-kill-i.
In this presentation you will learn about the most effective digital marketing tool - email! Spam is dead, but email marketing done right had the highest ROI of all the digital techniques.
How to Maximize the Value of Your Email ProgramReturn Path
Email marketing is the most efficient and cost effective driver for building customer loyalty, engagement, and revenue. From reaching the right audience to identifying the right message and finding the right time to send, this webinar will give attendees tips and introduce Return Path tools they can use to optimize their email campaigns to drive better customer relationships, greater response, and increased revenue.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
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- Practical examples that demonstrate when to act, how to act and how to recover
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Tpma email marketing - brian abracen - jan 28 2016
1. Why Email Marketing is Still King
With Brian Abracen
Re-engagement Marketing Manager at Kijiji Canada
Toronto Product Management Association
January 26, 2016
2. About Me
Brian Abracen
Re-engagement Marketing Manager, Kijiji Canada
Previously:
• Director of Customer Engagement, Intelex Technologies
• Senior Conversion Marketing Manager, FreshBooks
• Head of Email Marketing, Dealfind.com
Connect with me!
• Email: brian@abracen.com
• Twitter: @brian_abracen
• Linkedin: http://ca.linkedin.com/in/brianabracen
3. Agenda
1. Permission: Ins and Outs
2. Relevance: Segmentation & Personalization
3. Lists: Building & Maintenance
4. Deliverability
5. Testing
6. Measurement
7. Automation
8. Campaigns
5. Email Types
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The 5 Types of Email
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8. Introduction
Email is dead? I don’t think so!
• By 2017 there will be 2.7 billion email users across the globe
• Nearly 1 trillion marketing emails will be sent this year
• 91% of consumers check their email at least daily
• 55% of companies surveyed say they generate more than 10% of sales from email
• 74% of companies who regularly test email strategies report a positive ROI
• 77% of consumers say they prefer to receive permission-based marketing communications
through email, beating out both text messaging and social media
9. 1. Email marketing offers a huge ROI.
• According to the Direct Marketing Association, email yields an
estimated 4,300 percent ROI
• ExactTarget reports that every dollar spent on email marketing offers
a return of $44
10. 2. Emails effortlessly nurture leads.
• A nurtured lead increases sales 20 percent more than a cold lead,
and emails generate 50 percent more sales
• Smart email marketing is one of the single most effective ways to
build relationships with customers:
1. Raise awareness, i.e. inform customers about a product
2. Stimulate a desire for acquisition, i.e. tell them where to get it
3. Guide the reader toward conversion, i.e. transform prospects
into customers
4. Create customer retention, i.e. sell them related products
11. 3. Email marketing is simple enough
for DIY small-business owners.
• Email Service Providers user interfaces are easy to learn and apply
• Based on a survey by Constant Contact Small-business owners who
have learned how to send out broadcasts and use autoresponders
consider email automation as being worth $273 an hour
12. 4. Emails convert three times
better than social media.
• Email marketing works 40 times better at getting customers than
Facebook and Twitter
• Compared to social media, email offers 17 percent higher conversion
• Email not only converts better than the most popular social media,
but people spend up to 17 percent more when they do buy
13. 5. People actually like getting
emails!
• Of course, this only applies to emails they chose to receive…
• Of those, 95 percent of people who sign up for a newsletter from a
recognized brand consider the email useful
14. 6. The vast majority of consumers check email
on their smartphones at least once a day.
15. 7. Adding social sharing buttons can
increase email click-through rates.
• Adding social sharing button increases trust
• As a result, the click-through rate increases by 158 percent
compared to emails without it
17. Get off on the right foot!
Set subscriber expectations
• What do I get when I give you my email address?
• Are you going to spam me?
• How often will you email me?
• Will I get discounts?
• Will I get a first crack at your beta?
• Will you send me relevant offers or more junk?
18. Permission
CASL (Canada’s Anti-Spam Law)
“The crux of the law is that people should get only
the emails they want, and if you want to email someone,
you have to have permission.”
CASL requires that consent must be obtained from consumers before companies can
send them commercial email
• “Express” consent—obtained in person or in writing
• “Implied” consent, such as the existence of an ongoing business relationship
• Free opt-out mechanisms must be provided by senders or their third-party partners
• “From” lines must plainly state the name of the organization sending the message
20. Email Marketing Overview
Be Relevant!
Consumers quickly decide which companies they
like receiving messages from based on relevance
• Personalization is paramount
Noticeable evidence that content is targeted drives conversions
• Value is evident
It’s important to make the advantage of being on the email list
clear. This can be achieved via special deals, promotions or
exclusive content
21. Relevance
Who are they?
• The old-style first-name merge has evolved over the years. You can now personalize
images: Starbucks
• You can even personalize animated gifs: Helzberg Diamonds
• When’s their birthday? For example, this Pizza Express birthday email is triggered by a
recipient’s birthday and includes a personalized image and alt text
22. Relevance
Who do they care about?
Most personalization opportunities are directly about the subscriber, but their wider sphere of
family members, friends, and work associates also provide occasions for personalization.
• LinkedIn sends many emails about your connections, including this email about
connections who had changed jobs
• ToyTalk sends parents emails about what their kids say when they interact with their mobile app
23. Relevance
What did they do?
A subscriber’s actions offer many opportunities for personalization. Combining this flavor of
personalization with behavior triggered emails creates highly compelling messages.
• This loyalty email from Panera is personalized with the number of times the recipient has eaten
at the restaurant during the current month
• This Fitbit email is personalized with the subscriber’s physical activity as collected via their
wristbands
• Reliant Energy emails include power usage information and trends based on their subscriber’s
household usage
24. Relevance
What did others do in reaction?
People are increasingly interested in how their actions affect others.
• TripAdvisor sends you updates on the impact of your reviews as a way of spurring you to
review more.
• Twitter sends weekly emails that detail how people reacted to your tweets so you can see what
kinds of content they’re responding to most
25. Relevance
What do they have?
• Moosejaw sent this well-timed rewards balance email during the holiday season to spur another
gift purchase
• Kiva, a microfinance company, sends emails personalized with the account balance to nudge
subscribers to loan that money out
• Crate & Barrel sends product care instructions for some products, knowing that it will be
handier in email form than on paper
26. Relevance
Where are they?
Because of mobile, geolocation can play a significant role in personalization.
• Nextdoor provides neighborhood information in their emails that are personalized to your
location
• Timberland used live content to include local weather information that was tailored to each
subscriber’s location
27. List Segmentation
Segmenting your audience is the first
step to creating a tailored email
marketing campaign. This will allow
you to group customers according to
specific criteria.
Relevance
28. List Segmentation
Examples of data on which
segments can be based:
• Responsiveness/behaviour/history
• Demographics
• Purchase amounts
• Language and culture
Smart segmentation strategies ensure messaging relevance
Relevance
29. Zen and the Art of List Building &
Maintenance
Lists
30. Lists
Driving Sign-up
• Pop-ups and overlays can be annoying but
are proven to be effective
• Messaging: Incentives for registering must be
clear and evident
• Opt-in: some data shows that double opt-in
provides better results
• Social: Leverage social channels to grow lists,
such as an email form on a Facebook tab
• Contests & Promotions can spike list growth
• eCommerce: Incorporate email sign-up into all
account registration and eCommerce flows
31. Welcome Emails
Automated emails create an immediate link with subscribers
• Increase account creation, customer
acquisition, and list growth
• Reward subscribers with offers and
valuable information
• Welcome series are even more
effective. The series should be a portal
to your site
Lists
32. Lists
Welcome!
• Customers expect a welcome email when they subscribe to a list
• This triggered email is your chance to make a great first impression on your new subscriber:
Show your subscribers what you’re all about, reiterate what kinds of emails they should expect
to get from you and how often you’ll contact them
• A welcome series often consists of several emails, starting with the welcome email described
above followed by a few emails containing high-value content sent over several weeks.
33. List Hygiene & Management
Improve your list integrity with
accurate list cleansing
• Improve deliverability, minimize
SPAM traps, improve response rates
• Delete inactive subscribers
• Investigate hard and soft bounces
• Partners services can facilitate
cleansing by processing your list
through their filters
Email Marketing Overview
36. Deliverability
Sender Reputation
Achieving a positive sender reputation is the foundation for optimal email deliverability
• ISPs can make or break your sender reputation. Meeting their expectations helps improve
deliverability and increases your response rates
• ISPs want to protect their users from unwanted email, regardless of opt-in
• Dozens of elements contribute to overall sending reputation with ISPs, directly affecting
whether your message is deemed "good enough" to reach the inbox
• Audience engagement with your email messages is one of the primary measures used by ISPs
to determine your legitimacy as a sender
37. Deliverability
Sender Reputation
Achieving a positive sender reputation is the foundation for optimal email deliverability
• Personalization helps produce a stronger sender reputation for your brand. Increased open and
response rates give ISPs the perception that a true relationship has been established with your
audience
• Web and behavioral analytics to get better, fresher audience data with every email campaign
can help you segment and target more precisely in subsequent emails with the timely,
personalized, and relevant messaging that boosts engagement
• Adherence to applicable laws—CASL in Canada and CAN-SPAM in the US, which mandate
proper unsubscribe processes and provide guidelines for email content and sending behaviors
38. Deliverability
Best practices for optimal deliverability
1. Include safe-sender links
2. Don't use a "no reply" address
3. Work with a deliverability expert
4. Set clear expectations in advance
5. Give recipients control with preference centers
6. Optimize email for mobile
39. Email Marketing Overview
The Mobile Imperative
Over 50% of email opens happen on phones and tablets
• “Mobile First” approach to emails
• Mobile design techniques include:
• Responsive/adaptive emails
• “Mobile Aware” emails
• Recognize the users, particularly
mobile users, are scrolling
40. Deliverability
Optimize for Mobile
• Despite a 78.9% increase in email opens on tablets and a 40.7% increase in email opens on
mobile, few companies have a mobile-optimized email marketing strategy
• 70% of consumers delete emails that don’t render well on a mobile device immediately
• Test your emails on mobile devices before sending
• If you’re pressed for time, you can use a plain text email for mobile
42. Email Marketing Overview
• Heat maps: Where are people clicking?
• Subject lines: What motivates your
audience?
• Segments: Based on customer behaviour,
demographics, sign-up date, etc.
• Copy variants: Tone, length, calls to
action, offers, etc.
• Mobile: Optimized vs. non-optimized
• Frequency: When might fatigue set in?
• Date & time: When to send?
Testing & Optimization
44. Email Marketing Overview
Measuring Success
Moving beyond open and click-through rates
• Where do recipients go on your
website?
• How often do they visit?
• Study conversions and/or email
revenue
• Are there new ways to think about
how to segment your list based on
behaviour?
• Understand deliverability, bounces,
unsubscribes and complaints
45. Email Marketing Overview
Measuring Success
Tagging email links for web analytics
• Adding analytics tags to the links
in your emails allows you to track
the visitors who come into your
website through email marketing
• A popular tool is Google Analytics
(GA). Here are the main tracking
parameters that are available:
• Campaign Source (utm_source)
• Campaign Medium (utm_medium)
• Campaign Term (utm_term)
• Campaign Content (utm_content)
• Campaign Name (utm_campaign)
47. Set it, and Forget it.
Automation
(Not Really.)
48. Automation
Components of Marketing Automation
• Multichannel: email, social, SMS, +
• Landing pages
• Lead capture forms
• Content housing & management
• Website tracking incl. anonymous
• Lead scoring
• Lead nurturing
• ROI measuring
• CRM integration
• Segmentation / personalization
• Alerting
• Reporting and analytics
49. Automation
Automation Use Cases
• Abandoned Shopping Cart
• Upsell, Cross sell and Cycle-based sell
• After Sale Support
• Customer Happiness (NPS)
• Wake Inactive Leads
• Highly Engaged Persons
• Event communication
53. Campaigns
Drip Campaigns
Advantages of series vs. one-offs:
• 119% higher click rate than regular broadcast emails
• Conversion rates as high as 50%
• Tend to generate 18x more revenue
Examples of typical drip campaigns:
• Lead Nurturing
• Welcoming
• Renewals
56. Introduction
The truth is counterintuitive.
• Email isn’t about selling.
• Email isn’t that great at driving traffic.
• Replies are a huge win.
• You don’t need to spend a fortune.
• Subject lines don’t drive opens.
• Design is less important than you think.
• The bigger the list, the worse the emails.
• You can email people every day …
… if they are expecting it