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Part 5 of the email marketing and social media marketing masterclass at RODIRECT in Bucharest, Romania http://www.michaelleander.me
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Email Marketing & Social Media Marketing Masterclass
- part 5 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
Email Marketing Audit Components 1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues
Webcast + video free to you
Webcast + video free to you
The purpose of email marketing is to acquire,
convert, sustain and grow customers whom then in
turn will attract other customers’ through
referrals
What are you trying to acquire permission for? Are you going to be smart about this?
Send offers and promotions
Send newsletters
Send Alerts and updates
5
1 Volume indicator
H
L
Recipient engagement
L
H
6
3 different frequencies – each delivers different
types of newsletters
The Mother of All Tips
TEST. TEST. TEST.
Test subject lines
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32% Open rate B -> 42% Open rate
Measure the appropriate metric
Content interest revealed through tracking
15 things you can do to improve your email marketing results
More at follow-up webinar
Creating your email value proposition
Your email value proposition is your
sales pitch to get subscribers to
register/opt-in
12
As a minimum you must address
these questions - relentlessly
13
1. What are
you offering?
2. ”What’s in
it for me?”
3. Frequency
– how often?
…but it is ”good taste” to include
14
4. Privacy policy / link
5. Opt-out instructions You can unsubscribe anytime you want by following
the link included in each email we send you
6. What happens next? You will receive an email confirming your subscription.
Your first newsletter/message will reach your inbox within
the next 5 days
7. Reference sample
emails/preview
Structure of your USP / Email
Value Proposition
15
• Benefit driven – precise – ask a question if possible Headline
• What’s in it for me? Benefits/value
• What do you want me to do? Call to action
• We don’t spam, sell /rent addresses etc Security
Structure - suggestion
16
What is wrong here?
Free web seminar alerts Get your alerts about free marketing
events once a week.
First name:___________________
Last name:___________________
Email:_______________________ You can unsubscribe anytime you want. Read
our privacy policy here. We do not spam. Security
Headline, USP, frequency
Free gift multiplies
conversion rates
Benefits + content concept
Re-confirm Value
proposition and USPs
Customize -> show care
about relevancy
Landing page Unique Email marketing Proposition
The First 30 Days and Welcome Flow
In email marketing
The experience at the beginning of the relationship
impacts the LENGTH (how long the average subscriber
will stay with you) and the VALUE of the relationship
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
Sign-up
First Contact
First Newsletter
Second newsletter
The First 30 Days – What’s your flow?
Push referral
80% click on one or more of those
links!
Educate your new subscriber –
sequential auto responder welcoming
program
22
Day 1 Day 3 Day 5
CONTROL
From : PriceMinister Advice
Click-Through rate: Index100
TEST
From : Sophie at PriceMinister
Click-Through rate : Index 156
Don’t forget the From Name
Where people look
● Eye guiding toolkit
● Size
● Shape
● Colour
● Contrast
● Position
● Eye path
● Inverted L
● First two lines
● First two words
TOP TIP
Check your database/list frequently !
Never active
Seldom active
Active frequently
Always active
40-60%
2-5%
Three C’s layout
www.emailvision.com
C1 = Capture
C2 = Convince
C3 = Click
Three C’s examples
www.emailvision.com
C1
C2
C3
C1
C2
C3
C1
C2
C3
Design and content tips
• Write so that recipient will know that you are familiar with her – You have previously shown an interest in...
• Use emotional links effectively – ”Learn how to improve your ....” instead of ”Read
more”
• Link to stories from text, images, buttons
• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc
Design and content tips
• Test different size and color of headlines
• Test different size and color of copy and long/short copy
• When using link to video show playbutton
• Include ”what’s next” to keep reader from opt-out
30
Intro links / Pre-header
Intro story (Credibility)
Functional links
Survey or result
”Products and offers”
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
Can be differentiated
based on profile
TOP TIP Zoom of preheader
Be quick off the blocks – pre-header
www.emailvision.com
Measure pre-header activity
Prime real estate Subject line: Rest In Peace in Zanzibar
Below the fold area
Give several response options – and put emotions into your link texts
Re-use content and increase the ”I’ll stick around for more” factor
Box it Up!
12 sections of personalized content
Increased revenue by 25% per email
sending
What’s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service
TOP TIP
Check your database/list frequently !
Never active
Seldom active
Active frequently
Always active
40-60%
2-5%
How to share-to-social?
Include your social media properties to increase engagement
Share button @ each article direct links to the article on your website from social media platform
Increase CTR by 30%
Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: [email protected]
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