The document provides an overview of email marketing best practices. It discusses the benefits and challenges of email marketing, as well as the key components of an effective email marketing program including defining the target audience, creative design, list growth strategies, deployment options, lifecycle management, and metrics for tracking performance. The presentation also provides examples of email marketing campaigns and dashboards for analyzing metrics.

1. Email Marketing 101
Liz Ryan: CEO, Relish Tray Media

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Housekeeping tips

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Learn the basic components of an email marketing program
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Get ideas of how to beef up your email marketing program through lifecycle messaging
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Examples of creative for onboarding new subscribers to optimize engagement
What’s in store

4. Liz Ryan CEO
Presented by

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Liz Ryan
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CEO, Relish Tray Media
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Boutique Chicago based Marketing Agency focused on Email Marketing
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13 Years Online Marketing Experience focused on email marketing
Email Marketing: 101
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6. Benefits of Email Marketing
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Cheap
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Measurable ROI
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Direct Marketing, customizable, 1:1 conversation
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Dynamic - relatively easy to change, create, and quick to customer
Benefits of email marketing
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Cheap - Everyone can afford to do it, which set up unique challenges for differentiation
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Hard to find experienced talent – although this is getting to be less of a challenge as email has become a more mainstream medium.
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Executive buy in – overcome stigma of “SPAM”
Challenges of email marketing
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Promotional Messaging
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CRM
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Newsletters
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Transactional or Triggered
Ways in which email marketing establishes a dialog with customers
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9. Promotional
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Product Suggestions
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Customer satisfaction surveys
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Event Reminder
CRM
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11. Newsletter
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12. Transactional
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Confirmation
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Welcome Email
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Password Retrieval
Transactional
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Target Audience/List
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Creative
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Lifecycle Management Plan
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Deployment
Components of an email marketing program
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Define
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Existing list
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Entire List
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Segmentation
Target audience
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How your list build practice will effect engagement. Three basic ways to grow your list
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Buy - BAD
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Rental and partnerships – ok when done right
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Organically or direct – the best
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Traffic on site
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Paid search
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Display
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On Premise
List Growth & Sources

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Demographic data
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Collected at sign up
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Appended through third party providers
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Behavioral data
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Subscriber supplied information
Targeting and Segmentation

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Spam Filters
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CAN SPAM compliance
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Subject Line
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Message body
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Professional graphic design with a knowledge of the intricacies of graphic rendering in different email clients
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Professional copy editor, easy to set your program a step ahead
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Can use templates to make updating easy
Creative
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Message body
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Personalization
-Dear [Mr. Jones] or
-Please give us feedback regarding the apartment you rented at [location].
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Segmentation based on demographic info
-different creative for different locations
Creative
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In-House
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High tech resources
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ISP and compliance in house requires knowledgeable Human Resources
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Email Service Provider (ESP)
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Small like Constant Contract
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Good for small lists/small business (not equipped for large lists or corporations)
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Templates and list management takes little human resources
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Limited personalization/lifecycle management
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Limited analytics
Deployment
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Email Service Provider (ESP)
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Large like ExactTarget, Silverpop, Strongmail
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More expensive
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Better for high volumes
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Highly customizable user experience capabilities
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Generally a high learning curve for email marketing manager and/or team
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Better and customizable analytics
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(Many) include tools for integration with social media marketing
Deployment
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Message and voice
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Value of email to the recipient
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How email fits into marketing mix
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Competitive intelligence
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Resources
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Marketing Objectives
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Lifecycle
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Cadence & Timing
Considerations
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22. •Warm and fuzzy
•Open a dialog/Conversational
•Comedic and entertaining
•Just the facts
•Highly promotional – Rent Now!
Message and voice
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Customer-centric medium:
Why do they want to receive it, not why it benefits YOU
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Discount
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Valuable information
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Exclusive information
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Email specific opportunity like early announcement of a promotion or property availability.
Value of email to recipient
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24. Email should:
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Compliment other channels
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Reinforce overall marketing message
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Keep within brand image
Multi-Channel – Integrated Marketing
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25. How are your competitors using email to reach their marketing goals?
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What are they doing well?
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What can be improved upon?
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How can you differentiate?
Competitive Intelligence
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Human – who will carry out the daily task of deployment, creative development, analytics
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Technical – in house or outsource?
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Financial – Costs of human resources, technology
Resources
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How will you measure success?
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Email is relatively easy to measure ROI
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Sales
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Specific increase in revenue? – Web analytics to track revenue, retail store sales
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Clicks or website visitors?
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Specific increase in web visitors – Web analytics for traffic referrals
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Membership or newsletter signups.
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Other
Marketing Objectives
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28. •
By campaign
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By list
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By segment
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By property
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By email type
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By season
Measurement
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Sent
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Delivered
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Opened
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Clicked
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Bounced
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Spam Complaints
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Engagement
Metrics
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30. Campaign Name
Week
Day
Type
Sent
Delivered
%
Opens
%
Unusbscribes
%
Clicks
%
Campaign 1
1
Tuesday
Newsletter
1,442
1,403
97.30%
211
15.00%
2
0.10%
71
5.06%
Campaign 2
2
Wednesday
Newsletter
1,432
1,410
98.50%
228
16.20%
8
0.60%
74
5.25%
Campaign 3
3
Thursday
Newsletter
1,404
1,379
98.20%
211
15.30%
5
0.40%
67
4.86%
Campaign 4
4
Friday
Newsletter
1,480
1,462
98.80%
208
14.20%
11
0.80%
56
3.83%
Campaign 5
5
Saturday
Newsletter
1,407
1,379
98.00%
196
14.20%
2
0.10%
72
5.22%
Campaign 6
6
Sunday
Newsletter
1,444
1,413
97.90%
227
16.10%
2
0.10%
81
5.73%
Campaign 7
7
Tuesday
Newsletter
1,385
1,358
98.10%
192
14.10%
0
0.00%
63
4.64%
Campaign 8
8
Wednesday
Newsletter
1,420
1,394
98.20%
204
14.60%
3
0.20%
77
5.52%
Campaign 9
8
Thursday
Newsletter
1,474
1,440
97.70%
219
15.20%
1
0.10%
83
5.76%
Campaign 10
8
Friday
Newsletter
1,484
1,452
97.80%
218
15.00%
2
0.10%
71
4.89%
Campaign 11
8
Saturday
Newsletter
1,564
1,537
98.30%
208
13.50%
3
0.20%
69
4.49%
Campaign 12
8
Sunday
Newsletter
1,488
1,458
98.00%
211
14.50%
4
0.30%
59
4.05%
Campaign 13
8
Tuesday
Newsletter
1,454
1,431
98.40%
187
13.10%
3
0.20%
57
3.98%
Campaign 14
8
Wednesday
Newsletter
1,469
1,439
98.00%
176
12.20%
2
0.10%
61
4.24%
Campaign 15
8
Thursday
Newsletter
1,381
1,350
97.80%
134
9.90%
4
0.30%
37
2.74%
Campaign 16
8
Wednesday
Newsletter
1,511
1,476
97.70%
230
15.60%
5
0.30%
69
4.67%
Total
23,239
22,781
98.03%
3,260
14.03%
57
0.25%
1067
4.68%
Typical Dashboard
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31. Target
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32. Target
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33. Target
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34. Sherwin-Williams
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35. Sherwin-Williams
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