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Hewitt Tomlin, Head of Partnerships Stacey Berold-Kutscher, Head of Marketing
Agenda
Introduction
Why still #emarketing
5 reasons your emails suck
5 tips to fix it
Q&A
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Why bother with #emarketing?
The ugly truth
We want it all
Increase of mobile device driven actions
Cost vs. Effect
The stats speak for themselves
If it ain’t dead…it lives (kind of)!
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Just some stats to back that up…
It is easy to find the stats out there – how can we argue with this?
Over 3.2 billion email accounts exist
Average person checks smartphone 34 x a day
Litmus says “82% of consumers open emails from companies”
Merkle says “74% of consumers prefer to receive commercial communication via email
Direct Marketing Association say “66% of consumers have made a purchase online because of an email i.e. linked right through)
Email is alive and well – start using it properly@Sendible @Contactually
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Reason #1
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Your subject line sucks- Don’t be gimmicky
- Long subject lines lose attention spans
- Don’t use words that trigger spam
- http://goo.gl/0mJJQw
Reason #2
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Too many images- Think “mobile first”
- Email clients sometimes reject images
- Images are not always click-friendly
Reason #3
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Links are too scattered- “Golden Rule” of eMarketing
- Multiple links + destinations = No focus
- Prioritize the hyperlinks
Reason #4
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You’re not proofreading- Find someone other than yourself
- Words don’t always resonate with others
- You’re not leveraging technology
Reason #5
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Wrong day and time- Use data, it’s everywhere
- Don’t send on extreme days
- Don’t send at extreme times
Tips to fix it!
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Here we go!
Tip #1: Create your mailing list
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Start by creating a smart mailing list
Put sign-ups on your website
Social CRM platforms have widgets –
make use of them
Use the personalization options you have
in your list (e.g. name)
Try to think “segmentation” right from the
start for targeted email marketing
Tip #2: Images
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• Text does better than images
• Use one, beautiful image
• Make sure the image is clickable
Tip #2: Images Cont.
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Hewitt’s Tip: Use Canva
Tip #3: Use social media for support
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Properly research your target audience
Find them on Social Media, and LISTEN
Monitor the conversations regarding your
competitors and your brand
Create relevant content to share based on this
Original content, curated content
Look for the technologies to support this
Tip #3: Technology examples
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Tip #4: No Proofread
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• Find the “grammar nerd” in your life
• Download Grammarly Chrome Extension (it’s free!)
Tip #5: Always (but ALWAYS) send a test
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It never looks how you think it looks
Different clients look different from each
other
Different browsers look different
Different mobile devices look different
It never works the way it should
Check your links
Check your images
Read what you wrote out loud
Do you have any questions?
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