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EMAIL MARKETING
ESSENTIALS
December 6, 2012
eBound Webinar by June Macdonald
@junebug
Today
• Why email marketing
• Growing and managing your list
• Email campaign tips to increase response
• Key metrics
• Social sharing
• Email service providers
Why Email?
• Permission based
• Flexible: near unlimited segmentation, personalization
• Longer shelf life than social
• Easy to share via forward
• Format allows for mix of text & images
• Trackable
• Link to Database
• Testing & Reporting
Email is
Still the
Preferred
Channel
High Trust
Factor
Trusted up to 2x more
than advertising
Rewards of Trust
Grow Your List
• Every way you can!
• Website
• Events
• In print
• Pinterest, etc.
CASL
• CASL = Canadian Anti-Spam Legislation coming into effect late 2013
• Must collect verifiable (auditable) opt-in permission
• Business card is not an opt-in
• Can not be pre-checked
• Data must be protected
• Make it easy to get off list
• Subject lines and From/Sender name that are NOT misleading
CASL further reading:
• Legal site that seems to have good overviews: http://www.osler.com/expertise/privacy_law/casl-
compliance-more-than-spam-understanding-canadas-anti-spam-law
• Government site: www.fightspam.gc.ca
• Cdn Email Marketing Co’s summary: http://www.inboxmarketer.com/CASL
DISCLAIMER: This information is provided as a courtesy only and should not be considered legal advise.
Email Legal Footer
• Remind subscribers they did subscribe.
• Easy click to unsubscribe.
• Provide alternate unsubscribe methods and include company contact
info, including physical address.
Tips for Response
• Keep subscribers engaged with relevant,
unique content
Tips for Engaging Subscribers
• Mix of informative and fun content
• Exclusive content
• Include supporting images
• Personalize
• When in doubt… TEST!
Mix in video, social
Email Newsletter Provides
book and video excerpts to
a highly engaged, targeted
audience…. And increased
sales!
Will your images be seen?
ALT Tags
Design for Mobile
Source: ReturnPath, http://www.returnpath.com/resource/email-in-motion
• By end of this year, over half of email will only be viewed on
mobile device
• Keep layout simple, single column, 525 pixels wide
When to Send?
Image source: GetResponse.com (Best time to send emails Infographic)
http://blog.getresponse.com/best-time-to-send-email-infographic.html
But really, it depends…
Testing
Key Metrics
• Subscribes/unsubscribes, complaints
• Delivery rate, bounce rate
• Open Rate
• Clickthrough rate
• Open to click
• Sharing
List Performance Report
Source:
MailChimp.com
Campaign Reports
Sample: Campaigner.com
is the
Top
Sharing
App
Why Social?
• Extends Reach
• Find like minds, communities
• Users are searching for #goodcontent
• Platforms encourage exploring: Pinterest,
Facebook, YouTube
• Fast
Social Share
Social Share
Email + Social
• Social sharing buttons being included in
marketing emails: 18.3%
(40% increase over 2011)
• Average click through rate of 115%
higher.
Source: GetResponse
Email Service Providers
• Advantages of using an email service provider:
– Expertise, campaign volume
– Templates & Widgets
– Resources and help
– Easy subscriber management
– Deliverability
– Reporting!
– Tips
Email Service Providers
• MailChimp.com
• ConstantContact.com
• MyEmma.com
• Campaigner.com
• iContact.com
• VerticalResponse.com
• EmailResponse.com + many, many more…
• Review site (not an endorsement):
http://email-marketing-service-review.toptenreviews.com
Email Marketing Resources
• MarketingSherpa.com, eMarketer.com, theemailguide.com are just a few…
• Email Service Providers websites are full of info in Resources sections, tutorials, reports, etc.
• Article with links for testing email rendering: http://www.email-marketing-reports.com/services/testing/
Need Inspiration? Responsys 2012 Top Email Design Lookbookhttp://www.responsys.com/land/download-email-design-look-book-2012
Thank You!
June Macdonald:
• june@contentmixing.com
• Twitter: @junebug
• LinkedIn: ca.linkedin.com/in/junemacdonald
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