Email Marketing Basics

A Lesson in Email Marketing

Email is GROWING Total number of worldwide email accounts is expected to increase from 3.3 billion accounts in 2012 to over 4.3 billion accounts by the end of 2016 (Radicati Group Email Statistics Report)

Nearly half of worldwide email users are in the Asia Pacific region (Radicati Group Email Statistics Report)

Email ad revenue reached $156 million in 2012 (Interactive Advertising Bureau)

Especially in ASIA

… And there’s MONEY to be made

Email in the US is a more effective e-commerce tool than Facebook

Statistics for email use in Bangladesh are extremely limited

But EMAIL is still important, especially for business-to-business communication

To-Do:

Join a site like MAILCHIMP

Benefits of a site like mailchimp:

- get reports on who opened your email, who clicked links, etc.

- organize your email list into groups & send more specific, targeted emails

- easy-to-use, keep all your email marketing in one place

Think about your own email habits.

What would you want in your inbox?

Draft a message that is SHARE-WORTHY

& SHARE-ABLE

THEN:

Share-able - relevant articles - event notifications - news/ press releases

- long newsletters - negative news - highly personalized emails

… Not

If you decide to send out a company newsletter...

1. Keep it SHORT (most will only skim it anyway)

2. Focus on the HEADLINE (Draw your readers in)

3. SKIP the intro (why need an intro if your message is short?)

4. Put the best information ON TOP (if you want readers to take action on something, put it where they are likely to read it!)

5. Include IMAGES

Source: Ragan.com, July 2011

There ARE a few Email Marketing best

practices…

24%increase in sharing activity

Include offer in subject line of email

6%increase in views of shared content

SUBJECT LINE:

Source: Silverpop, “Email Marketing Goes Social” 2009

89%increase in sharing activity

Use branding in the subject line

58%increase in VIEWS of shared content

293%increase in CLICK THROUGHS on shared content

SUBJECT LINE:

Source: Silverpop, “Email Marketing Goes Social” 2009

Personalize it! SUBJECT LINE:

Use first names if possible Source: Hubspot, “The Science of Email Marketing,” 2012

Use words people like SUBJECT LINE:

(Posts, Jobs, survey, week’s, e-newsletter) (Secrets, e-sales, awesome, skills, ebook) Source: Hubspot, “The Science of Email Marketing,” 2012

57%higher rate of sharing compared to Business-to-Consumer

Business-to-Business RECIPIENT:

Source: Silverpop, “Email Marketing Goes Social” 2009

Include way to share email on social media

CONTENT:

Source: Hubspot, “The Science of Email Marketing,” 2012

Use images!

CONTENT:

Source: Hubspot, “The Science of Email Marketing,” 2012

Vary content based on recipient so that it is more relevant

CONTENT:

Over 3,000 variations of its daily email, each tailored to customer preferences & past user activity on their website

Case Study: Gilt Groupe

Send Emails on Weekends

Source: Hubspot, “The Science of Email Marketing,” 2012