Why Learn Email Marketing - JCCC 2016
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The document discusses email marketing and provides tips for creating effective email campaigns. It begins by explaining why email remains a powerful marketing tool, noting its ability to personalize messages and track engagement. It then discusses setting up an email service provider and growing an email list. The document outlines best practices for email design, segmentation, personalization, automation and metrics. Throughout, it emphasizes testing strategies and always learning from campaign results.
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Why Learn Email Marketing - JCCC 2016
- 1. 11/22/2016 Why Email Marketing Wielding the most powerful tool in a marketer’s toolbox Jessica Best Director of Data-Driven Marketing jbest@barkleyus.com @bestofjess
- 5. 11/22/2016 About Barkley We modernize brands. We’ve designed an agency built for the future. Barkley offers a unique combination of skill sets and robust practice areas that focus on integration and innovation. Analyze. Strategize. Activate. We’re more than just a communications agency. We help companies review their business practices to become more impactful, more efficient, and more customer-focused. We are analytical at the core. We integrate client customer data to provide you with the most complete picture of your target audience possible – educators, administrators, buyers, etc.
- 9. 11/22/2016
- 10. 11/22/2016 Email can send direct: At the time that it’s most relevant to the recipient With the products/content that are personalized Can track individual recipient engagement … and automate your follow up Email gets delivered: Average email read rate: 25-30% (compared to < 10% with social)
- 11. 11/22/2016 It’s 2016… Why Email? Source: MarketingSherpa & Magento E-Commerce Benchmark Guide (2014)
- 12. 11/22/2016 Consumers prefer it, too (across generations): Source: Adestra Consumer Adoption & Usage Study (2016)
- 13. 11/22/2016 Plus… it drives the highest Return on Investment (ROI) of any medium.
- 14. 11/22/2016 Why do we think you should LEARN Email Marketing
- 15. 11/22/2016 SOLD! So, how do you do it right?
- 16. 11/22/2016 Getting Started: Don’t Send It From Your Inbox Learn an Email Service Provider (ESP). It starts at FREE. Allows you to create designed layouts based on templates Automatically manages unsubscribes & complaints Automatically manages your bounces (bad apples) and de-duplicates your list
- 17. 11/22/2016 Getting Started: Learn an Email Service Provider PLUS, an ESP auto-magically tracks results!
- 18. 11/22/2016 Getting Started: Learn the Rules of the Game
- 19. 11/22/2016 Getting Started: Learn the Rules of the Game The better your “sender reputation,” the better your chances of getting through to the inbox.
- 20. 11/22/2016 Rules: Ask – Don’t Assume – Permission
- 21. 11/22/2016 Rules: Ask – Don’t Assume – Permission NO harvesting email addresses from websites or membership listings. NO auto-opt-ins
- 22. 11/22/2016 Grow Your List by Asking… Everywhere
- 23. 11/22/2016 The Anatomy of an Email 1 Subject Line 2 Pre-header 3 Branded graphic header 4 Main message 5 Call-to-Action 6 Supporting Message 7 Footer 2 3 4 5 6 7
- 24. 11/22/2016 The Anatomy of an Email o What’s the Pre-header of this email? How does it play with the subject line? o What’s the value proposition? o What’s the call to action?
- 25. 11/22/2016 The Anatomy of an Email o What’s the Pre-header of this email? How does it play with the subject line? o What’s the value proposition? o What’s the call to action?
- 26. 11/22/2016 The Anatomy of an Email
- 27. 11/22/2016 Email Design Quick Tips Keep it skimmable/short (drive to click for more) Use a balance of images & true text (for those with images turned OFF on their device) Try rich media (animation & “video”)
- 28. 11/22/2016 Email Design Quick Tips
- 29. 11/22/2016 The Anatomy of an Email – on mobile devices
- 30. 11/22/2016 Great Email Marketing is Accessible via Mobile Business-to- Business Deskto p 79.4% Mobile 20.6% Business-to- Consumer Deskto p 49% Mobile 51%
- 31. 11/22/2016 After the Basics… Start Using Data Personalization Segmentation Automation
- 32. 11/22/2016 Great Email Marketing is… Relevant via Personalization
- 33. 11/22/2016 Great Email Marketing is… Relevant via Segmentation
- 34. 11/22/2016 Great Email Marketing is… Relevant via Automation
- 35. 11/22/2016 Great Email Marketing is… Relevant via Automation Next day 2 weeks 6 weeks 10 weeks 12 weeks
- 36. 11/22/2016 Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. C. You can help solve hunger. Most Opens Most Clicks
- 37. 11/22/2016 Test & Track to Learn Always Be Learning
- 38. 11/22/2016 What metrics to watch: Views (Opens) Clicks Click-to-View rate Bounces Opt outs Complaints
- 39. 11/22/2016 What metrics to watch: Who clicked what, when they clicked (+ re-targeting on interest!)
- 40. 11/22/2016 What metrics to watch: Which contacts are inactive (have not opened/clicked)? Active 60% Inactive 40%
- 42. 11/22/2016 My Best Day at the Office “I think I speak for all of us when I say… Thank you for saving our business.”
- 43. 11/22/2016 My Worst Day at the Office* *Only 1 of many gut-wrenching days of making a very visible mistake!
Editor's Notes
- Went to Mizzou, studied everything, landed on Journalism > Strat Comm. Was a TriDelt and my first internship was with music: Jazz Series
- First job radio. Second job curtain speeches. Then I started in KCDMA and met my boss for the last 8 years at emfluence, Dave.
- Also through KCDMA, I recently moved to Barkley.
- Saw this on KISSmetrics and loved it: if you imagine a full cup of rice is the number of emails sent every day, then by comparison, all the daily posts on Facebook would make a miserable 10 grains—barely enough to pick up with a chopstick. And all the tweets sent every day would be a measly 4 grains. In fact, Facebook and Twitter combined make up just 0.2% of the number of emails sent each day. Not including spam.
- The Roasterie spends about $150 to send a newsletter each month and find that it drives hundreds in revenue every time. 53% of Hallmark Baby’s entire revenue for the year was driven by email marketing.
- In 2016, only 73% of valid email marketing makes it to the inbox in the US!
- Where do you meet new customers? Where will you capture new email addresses? How about new customers? Loyalists? Offer value in exchange for a valuable asset: email address.
- DON’T call out preheaders yet
- What’s the Pre-header of this email? How does it play with the subject line? What’s the value proposition? What’s the call to action?
- What’s the Pre-header of this email? How does it play with the subject line? What’s the value proposition? What’s the call to action?
- What’s the Pre-header of THIS email?
- FOCUS ON SEGMENTATION NOT VARIABLE IMAGES HERE
- There’s now a billboard on I-35 that uses this exact phrasing… for this exact client. I wonder where they learned it