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Online Marketing Company Find out more about Ajax Union: www.ajaxunion.com Follow Us On Twitter: twitter.com/ajaxunion Like On Facebook: www.facebook.com/ajaxunion Connect On Linkedin: www.linkedin.com/companies/ajax-union Call Ajax Union: 800-594-0444

Email Marketing Workshop Jan 2013 NYC

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Page 1: Email Marketing Workshop Jan 2013 NYC

Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com

Follow Us On Twitter: twitter.com/ajaxunion

Like On Facebook: www.facebook.com/ajaxunion

Connect On Linkedin: www.linkedin.com/companies/ajax-union

Call Ajax Union: 800-594-0444

Page 2: Email Marketing Workshop Jan 2013 NYC

Joe Apfelbaum – Internet Marketing Guru

Follow Joe on Twitter: @joeapfelbaum

Friend Joe on Facebook: facebook.com/joeapfelbaum

Connect With Joe on Linkedin: http://www.linkedin.com/in/joeapfelbaum

Page 3: Email Marketing Workshop Jan 2013 NYC

Did You Know?

• Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens. (Source: Adestra July 2012 Report) 

• 64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey)

• 14% of all opens and clicks on a mobile device occurred from 6 a.m. to 8 a.m. The second-biggest peak, at 12% share, occurred between 6 p.m. and 8 p.m. (Source: TailoredMail 2012 Email Marketing Trends)

Page 4: Email Marketing Workshop Jan 2013 NYC

Did You Know?

40% of B2B marketers rated the leads generated by email marketing (house list) as high quality.

Page 5: Email Marketing Workshop Jan 2013 NYC

Set Your Goals

What Are YOUR Email Marketing

Goals?

Page 6: Email Marketing Workshop Jan 2013 NYC

Email Marketing Seminar Overview

• Build Your List• Optimize • Send• Measure• Integrate

Page 7: Email Marketing Workshop Jan 2013 NYC

Build An Email List

• Make sure your website has an opt-in registration to your join your email list

• Ask for a co-sponsored email from an online content site• Get leads from lead directories and databases • Use sites like LinkedIn, JigSaw, Lead411 and other lead

directories to find leads • Manage a template email that your sales team can use to send

to contacts found in lead directories. • Should you buy a list?

Page 8: Email Marketing Workshop Jan 2013 NYC

Send Email To Segments

The more thoroughly you can segment your lists and personalize your message, the better your response rates will be.

Page 9: Email Marketing Workshop Jan 2013 NYC

Email Marketing Seminar Overview

• Build• Optimize Your Content • Send• Measure• Integrate

Page 10: Email Marketing Workshop Jan 2013 NYC

Optimize Your Subject Line

To increase your chances of getting your email read:

• Include your company’s name in your subject line. • Short, catchy subject lines (45 to 55 characters maximum). • Include your email offer in the subject line (e.g. “Come to Ajax Union’s Seminar”; • Help readers feel like they know you by keeping your subject line format consistent. • Send emails from the same person, so prospects recognize the sender’s name. • Avoid spam filters by omitting punctuation or words in all caps.

Page 11: Email Marketing Workshop Jan 2013 NYC

Optimize Your Email Message

• Keep a consistent voice• Make sure all links are correct• Always have someone proofread your email• Create an effective email layout• Spread out your emails –

don’t harass your list!

Page 12: Email Marketing Workshop Jan 2013 NYC

Optimize Your Call To Action

• Eye-catching; first thing readers see • Easy to understand • Above-the-fold• Link to the proper landing page• Have a simple registration form

Page 13: Email Marketing Workshop Jan 2013 NYC

Dissecting an Email Message

Page 14: Email Marketing Workshop Jan 2013 NYC

Email Marketing Seminar Overview

• Build• Optimize • Send• Measure• Integrate

Page 15: Email Marketing Workshop Jan 2013 NYC

Choose an ESP

Five Things to Consider When Choosing an Email Service Provider.

• Make sure the provider’s application is intuitive and easy to use. • Research ESP prices so you can accurately estimate your costs. • Can you keep your send lists organized and maintained through your account? Find out! • Will they manage responses, remove opt-outs from future lists, and provide tracking reports? • What type of lead nurturing software do they offer so that you can manage contacts as they move through your email marketing and into your sales cycle?

WE RECOMMEND:

Page 16: Email Marketing Workshop Jan 2013 NYC

Best Time To Send Your Email

According to Mailchimp, subscribers are likely to open email after 12pm, and the most active hours are 2-5pm.

Page 17: Email Marketing Workshop Jan 2013 NYC

Best Day To Send Your Email

According to Mailchimp, most emails are sent between Monday and Friday, with the highest volume on Tuesday and Thursday. More subscribers open email, however, on Wednesday and Thursday.

Page 18: Email Marketing Workshop Jan 2013 NYC

Email Marketing Seminar Overview

• Build• Optimize • Send• Measure• Integrate

Page 19: Email Marketing Workshop Jan 2013 NYC

Analyzing Your Results

• Open rates measure the number of recipients who opened your email. • The clickthrough rate (CTR) measures the number of contacts that

responded to your email by following your call-to-action or clicking on various links within your email.

• Your bounce rate measures the number of emails that did not make it into an inbox.

• A hard bounce is when the email address you are using does not exist;

• A soft bounce is when the receiving server is having technical difficulty delivering your email.

Beware of complaints and spam filters! 

Page 20: Email Marketing Workshop Jan 2013 NYC

Analyze Reports

Keep what works; ditch what does not!

Page 21: Email Marketing Workshop Jan 2013 NYC

Email Marketing Seminar Overview

• Build• Optimize • Send• Measure• Integrate

Page 22: Email Marketing Workshop Jan 2013 NYC

Integrate Marketing Strategies

Email Marketing is only a slice of the pie… use these other marketing strategies in conjunction with email for faster, more effective results!

• Social Media• SEO• Blogging• Online PR• Google AdWords• Video Marketing• Much, Much More!

Page 23: Email Marketing Workshop Jan 2013 NYC

Seminar Recap

• Build and segment your contact list for better results

• Craft strategic content and offers that increase your response rates

• Choose the right email service provider • Measure your email marketing success • Leverage your email content across multiple

marketing channels

Questions/Comments/Concerns?

Page 24: Email Marketing Workshop Jan 2013 NYC

SPECIAL BONUS!

Page 25: Email Marketing Workshop Jan 2013 NYC

Email Marketing WEBINAR

Join Joe Apfelbaum for a free, follow-up webinar on Email Marketing!

To register, please visit www.ajaxunion.com/webinar

WHEN: Wednesday 1/30, 12 p.m. - 12:30 p.m. EST

HOW: Register for this complimentary webinar through the email you receive directly after tonight’s seminar! (Or visit ajaxunion.com/webinar)

WHY: It’ll give you the chance to hone in on those email marketing strategies and take a closer look at business optimization techniques!

Page 26: Email Marketing Workshop Jan 2013 NYC

RankZen Tool

Ajax Union Has Developed A Keyword Tracking Tool

Check it out FREE: www.RankZen.com

RankZen will:

• Help you identify which keywords you should be tracking

• Allow you to track and save your domain

• Report to you what position your URL is holding

• Highlight your organic competitors, and much more!

Page 27: Email Marketing Workshop Jan 2013 NYC

Thank you!Find out more about Ajax Union: www.ajaxunion.com

What Strategies Are You

Going to Implement TODAY?