EMAIL MARKETING:)

elan marko

AGENDA:

• Overview

• Building your list: Best Practices

• Email platforms: Why you need a email platform?

• Subject lines: Avoiding spam traps and harnessing opens

• Test before deploying: Is your email wonky?

• Analytics

• 8 Common mistakes: Don’t learn the hard way!

OVERVIEW: EMAIL CAN HELP GROW YOUR BUSINESS

• Build/Nurture relationships

• Drive sales

• Re-engage customers

• Low cost

• Relatively easy to manage

FIRST STEP: DETERMINE OBJECTIVE

• Customer retention

• Company notifications• Informational updates

• Sales

• Cross selling (Sell similar products)• Upselling (Sell premium versions of product/service)• Re-engage existing customer (Ex; customer hasn’t

purchased in 6 months, send coupon)

BUILDING YOUR LIST: BEST PRACTICES

Follow privacy Laws

• Can-SPAM act and privacy issues

Users need to Opt-in

• Customers need to opt-in to be on your list.

• Double-opt in means they have 1st joined your list and then a 2nd email was sent to confirm, which was clicked and activated.

Issues if user don’t Opt-in:

• Poor open rates

• Reported as spam (If happens frequently spam filters will block all your emails)

• Cause future delivery issues and blacklisting.

EMAIL PLATFORMS: WHY YOU NEED AN EMAIL PLATFORM?

• List management

• Powerful analytics

• Ensure delivery

• Avoid spam filters

Email Platforms:

• Mailchimp*, Campaigner, Vertical Response, Constant Contact, and many more.

• I recommend Mailchimp

• Free up to 2,000 contacts• Easy to use templates

TIPS

1. KEEP IT RELEVENT

2. OPTIMIZE TEXT FOR QUICK READ

3. FROM LINE:

• No more than 25 characters• Choose consistent from line or different and test.

4. SUBJECT LINE

• No more than 40 characters• Ask/answer a question• Intriguing often works better (Ex: Invitation, Have you

heard yet?)• Make it a list (Ex: Top 5 products you can’t live without)

SUBJECT LINES: AVOIDING SPAM TRAPS

• WORDS IN ALL CAPS

• !!!

• $$$

• 100%

• Free

• No cost

• No fee

• No obligation

• Guaranteed

• What are you waiting for

• Limited time

• Click here!

• Act now

• Affordable

• Bargain

• Best

TEST BEFORE DEPLOYING: IS YOUR EMAIL WONKY?

Test your email in different email clients to make sure it works and displays properly.

Ex: Gmail, yahoo, outlook etc.

ANALYTICSTEST, LEARN, IMPROVE

View and test key metrics:

• Open rates:

• Subject line• Time: Day of the week, Time of day (Tues/Wed usually best)

• Click through rates:

• Is your information relevant?• Short content, long content, images etc.

• Bounced:

• List practice is no good. Check to see email is good before importing.• Unsubscribes:

• Expected, but may show that you are sending emails to often, or not relevant info• Complaints:

• Big issues if people complain. Email provider will kick you out, also content is not relevant, or list building not good.

• A/B Split Testing

• Test two subject lines and see which one works best

8 COMMON MISTAKES: DON’T LEARN THE HARD WAY!

1. Not Having Permission

2. Purchasing Email Lists

3. Forgetting To Double Check Email Contents

4. Thinking "Blast" Instead Of "Relationship"

5. Writing Like A Used Car Salesman

6. Forgetting To Test In Lots Of Programs

7. Sending With A Personal Reply-To Address

8. Ignoring Campaign Reports