If you haven’t thought about your email strategy in a while (or ever), now is the time! An email list built from your site and in person has tremendous potential value — value that doing the same old thing or taking no action at all won’t tap. Regardless if you are a blogger or a small business, making sure you build a relationship with your visitors, keep them coming back and in most cases taking some action should be your goal. Each person who takes time to visit your site AND join your email list should be handled like gold, as that’s a very passionate client, customer or subscriber. In this presentation, we’ll share tips and essential steps to take to make sure you’re leveraging your email marketing list to grow your business or subscriber base effectively. We will cover: · Why you may want to think about using an email service provider · How mobile is impacting email marketing readership · How to build an email that gets results in this short attention span era · How to build a killer subject line · How to turn more website visitors into new email contacts · How to automate timely engagement with new contacts · How to do get results by sending more relevant emails

2. Channel Marketing & Enablement Manager
Constant Contact
@matthewmontoya_
M a t t h e w M o n t o y a
This presentation is product agnostic

3. · Why bring them back?
· Why you may want to think about using an email service provider
· How mobile is impacting email marketing readership
· How to build an email that gets results
· How to build a killer subject line
· How to turn more website visitors into new email contacts
· How to automate timely engagement with new contacts
· How to do get results by sending more relevant emails
· Q+A
Where we are going today...

4. • If a blogger, it might be easy to bring them back, especially with subscribers, but..
• If you want to monetize your site, you’ll likely need a multi-channel, quantifiable
metric to get sponsors
• If you are a business or non-profit who utilizes blogging as a part of business
strategy, but primarily use site to “sell”, you’ll need repeat traffic whenever
something is new and/or to engage, and ultimately you need them to come to the
site, as that’s where purchase mindset will be triggered.
• People must see WIIFM to come back. Even if blogging, people may not venture
into new pages or offerings
• Email can encourage other interaction beyond site
Why bring them back?

5. Transactional emails
1 to 1 - password reset emails, order confirmations, etc., blog
updates, Think: Woocommerce, bigCommerce, etc.
Membership plugins
Sending content usually related to education: MemberPress,
RestrictContentPro, or LearnDash
Form plugins
Contact Form 7, Gravity Forms, WPForms.
Marketing emails are one-to-many emails that generally have a
clear commercial or relationship objective.
Email delivery defined

6. in these cases, namely:
•Deliverability
•Flexibility
•Ease of implementation
•Sending speed
•Tracking
•“Risk” mitigation & unsubscribe
Advantages for using an ESP

7. A: Email
More than half of all emails are
opened on a mobile device
Q: What is the #1 app on smartphones?
More people own a cell phone
than own a toothbrush!
Source: Litmus

8. SOURCE/S: LITMUS; DIRECT MARKETING
ASSOCIATION; PEW RESEARCH CENTER,
2015; FORRESTER RESEARCH, 2014;
FORBES.COM; SALESFORCE.COM
People read it
88% regularly
check email on their
smartphones
91% of people
check their email daily

9. SOURCE/S: LITMUS; DIRECT
MARKETING ASSOCIATION; PEW
RESEARCH CENTER, 2015; FORRESTER
RESEARCH, 2014; FORBES.COM;
It’s reliable
Email gets delivered
90+% of the time
(Facebook posts reach
just 2% of fans)

10. What is a common way to make an email
marketing fail? Not building for
today’s reading
habits

11. What’s wrong with this email?What’s Wrong with this Email?

12. Time’s up
Average time spent reading an email
is 11.1 seconds. Source: Litmus, 2017

13. When email doesn’t look good on mobile
30% unsubscribe
80% delete
Source: Blue Hornet

14. 20 lines of text or less
Less is more.
How much is enough?
SOURCE: HTTP://NEWS.CONSTANTCONTACT.COM
14
3 pictures or less

15. Fewer
links,
more
clicks.
decline
3+
most clicks
1
okay
2
less to no clicks
5+
Clicks per Link
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Number of Links
ClickRate
Source:
http://news.cons
tantcontact.com/
research

16. 16
Working with photos
• Choose the right size
• Avoid copyright issues
• Use your own photos (or use stock)

17. Make images
clickable
Keep key action
above the scroll
Limit the choices!
Strive for less than 3
SOURCE: CONSTANT CONTACT DATA REVEALS DIRECT CORRELATION
BETWEEN EMAIL CAMPAIGN EFFECTIVENESS AND NUMBER OF IMAGES AND
TEXT LINES FEATURED, 2015
Communicate through Content

18. Look great – and recognizably you – in any inbox!
Optimize
for mobile
Ensure
consistent
branding

19. Facebook
• Be consistent
• Use images
• Use similar language
Email
Website
Be recognizable. Everywhere.

20. 1. Single column template
2. Fewer than 3 images
3. Fewer than 20 lines of text
4. No more than 3-5 links
5. Action above the scroll line
For success...

21. 21
Emails with social media buttons increase click-through rates by
158%
SOURCE: Visualistan

22. Getting your email opened
“From Name” is most critical
◦ Get noticed & opened
Subject Line assists “From Name”
Teaser (Preheader) text helps
From name
Subject line
Preheader text
Matco Foundation 12:27 PM
With A Little Help From Our Friends
Your donation is needed! If you

23. Avoid repeats
Same subject line
Gives no reason to open
Gets tuned out
Matco Association 12:27 PM
Matco February Update
Having trouble viewing this email? Click here.
Matco Association 12:27 PM
Matco March Update
Having trouble viewing this email? Click here.

24. Keep it short –Make it personal
Be brief
◦5-8 words
◦Less than 40 characters
◦Use “You” or “Your”

25. Subject line ideas
Numbers – “7 Must Read Books”
Alliteration – “Simple Solutions Save Season”
Chunking – “Winter, Hate It? We Love it!”
Allusion – “Let it Go, Let it Go!”
Emoji – “📚 New Release Tuesday!”
Personalization - “Stan? Are you ready?”
ALWAYS TEST!!

26. Things to Avoid
•Avoid words like:
• “Spam”, “Credit Card”, “Weight Loss”
• ALL CAPITAL LETTERS
• Excessive punctuation (???,…, !!!)
• $$$ and other symbols
• Misleading subject lines

27. Know what metrics
matter
Use data to make
decisions
Focus on the “click
through”
Don’t guess. Use metrics.

28. 28
OPENS
• Often false/positive
• Gauge interest
• Determine best
day/time
Industry averages: 8-28%

29. 29
CLICK-
THROUGHS
• Measure success
• Identify engaged
readers
Industry averages: 5-18%
Industry averages: 5-18%

30. 30
DID NOT
OPENS
• Re-engage audience
• Test new methods
Industry averages: 72-92%
Industry averages: 72-92%

31. 31
OPT-OUTS
• Collect feedback
• Adjust mailing strategy
Industry average: <1%
Industry averages: -1%
• Watch the numbers
• Isn’t always bad

32. 32
BOUNCES
• Identify “bad” addresses
• Maintain clean lists
Industry average: 2-14%
Industry averages: 2-14%

33. What an “ideal” email looks like…
Include your business
name in ‘from name’ text
33
Subject line: keep it short
(8 words, 35 characters)
Make your logo clickable
to your website
Communicate through images
and make them clickable.
Keep to 3 or fewer
Write pre-header
text to entice readers

34. What an “ideal” email looks like…
Less is more. Focus on relevant
content. About 20 lines of text.
34
Include a clear call-to-action
above the scroll line
Minimize the number of links.
One is best, after 3 clicks drop
off significantly.
Use social media buttons
Apply your brand colors

35. Is it easier to reach people
when you have their
contact information or
when you don’t?

36. Static sign-up forms can work

37. A more effective way to entice new contacts

38. Tip #1: Don’t ask to, “Join our email list.”
Don’t make it
about receiving
more email

39. Tip #2: Focus on what’s in it for them.
To receive promotions and discounts
To receive exclusive content
To show continued support for an organization

40. Everyone is different

41. Segment = Success
Income
Previous interaction
Location
Level of expertise
Education level
Clicks

42. Welcome emails generate
320% more revenue
Source: Adestra

43. Better yet, also create automate
series based on segments or
behavior

44. 77% of automation users see an
increase in conversions.
Source: VB Insight

45. Automated Email Series
Email triggers:
• Open the email
• Click any link
• Click a specific link
• A contact joins a list

46. · Consider using an ESP – Tracking in particular
· 11 seconds, build for mobile first
· Keep the email simple – 20 lines of text, 3 images, keep CTA count low
· Keep subject line short, use visual cues, use “you or your”
· Never ask “to join our mailing list”
· Segment to keep content useful
· Use automation to cue segments
Review

47. Q+A

48. Twitter: @matthewmontoya_
M a t t h e w M o n t o y a