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Visible Logic, Inc.
142 High StreetSuite 615
Portland, ME 04101207.761.4230
visiblelogic.com
IDENTITY
PUBLISHING
WEB
Effective Email Marketing For Artists and Other Creatives
Creative Portland Professional Development Series
COMPELLING BRAND IDENTITIES IN PRINT & WEB
www.mailonthemark.com
Headline
Effective Email Marketing for Artists & Other Creatives
Emily Brackett
Visible Logic, Inc.
www.visiblelogic.com
www.visiblelogic.com/blog
twitter: @VisibleLogic
facebook.com/VisibleLogic
Mail On The Mark
www.mailonthemark.com
www.mailonthemark.com/blog
twitter: @mailonthemark
www.mailonthemark.com
Headline
Effective Email Marketing for Artists & Other Creatives
Why Email?
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
The Best Return
Return
Investment: $1
Catalogs Mobile Display Ads Search Email
$40.56
$22.24$19.72
$10.51$7.30
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Integrates With Other ChannelsSocial Media
Blog
Web Site
Sales
NetworkingWhite Papers
Direct Marketing
SEO
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Reporting and Data
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Target, Segment, Refine
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Builds trust
Builds relationships
Increases brand awareness
Builds Your Brand
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Keeps You “Top of Mind”
Photo: Flickr Creative Commons from ☺ Lee J Haywood
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
“I send out the e-newsletter... and the phone starts ringing!”
Drives Sales
Photo: Flickr Creative Commons from Karolina Kabat
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Headline
Effective Email Marketing for Artists & Other Creatives
Deliverabilityand Spam
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Bulk EmailTransaction Email
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Email Service Providers (ESP)
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Your message must include your valid physical postal address.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Your message must include your valid physical postal address.
5. Tell recipients how to opt out.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Your message must include your valid physical postal address.
5. Tell recipients how to opt out.
6. Honor opt-out requests promptly.
CAN SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Your message must include your valid physical postal address.
5. Tell recipients how to opt out.
6. Honor opt-out requests promptly.
7. You can’t contract away your legal responsibility to comply with the law.
CAN-SPAM Act regulations
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Recipients don’t care about anti-spam laws.
Spam is email that the recipient finds irrelevant.
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
There is no single definition of spam
SPAMBEST PRACTICES
Don’t underestimate how much people dislike businesses (or artists or anyone!) that send them unwanted or unsolicited emails.
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Headline
Effective Email Marketing for Artists & Other Creatives
Grow (and Maintain) Your List
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Give and You Will Receive
Email Address
Discounts, coupons
Exclusive offers
Valuable information
They want to stay in touch
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
You’ve earned their trust
They’ve said they want to hear from you.
So... stay in touch!
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Headline
Effective Email Marketing for Artists & Other Creatives
Plan Your Campaigns
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Really, plan.
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Really, plan.
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
1
Plan Content
http://www.visualpharm.com
Newsblogs
Events
Reviews
“Quotations and Testimonials”
Photographs
Articles
✔Tips
Q&A
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
2
Design1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Match it to your brand identity
Make the layout work with your content
Test it across platforms
Make sure it follows all the anti-spam rules
Get feedback
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Really, plan.
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
3
CreateContent
Schedule all of the steps.
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
4
Review,Proofread,Test
1. Proofread2. Check links / landing pages3. Send Tests
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
5
Schedule When is the best time to send your email?
Clock: Flickr Creative Commons from ☺ Lee J Haywood
1 2 3 4 65 7
Plan Content
CreateContent
Design Review,Proofread,Test
SendSchedule
Before you get going Every time you send out a campaign
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
6
Send
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Headline
Effective Email Marketing for Artists & Other Creatives
Reports, Dataand Testing
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
What data to look at?
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Basic reporting
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Clicks
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Bounces
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Headline
Effective Email Marketing for Artists & Other Creatives
Improving YourEmail Marketing
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails
are sent every second. The typical corporate user sends and receives about 110 messages daily. The average
number of corporate emails received is 75 per day. The average number of legitimate corporate emails received
daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the
weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to
get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,
down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all
online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times
per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get
checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%
of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails
are sent every second. The typical corporate user sends and receives about 110 messages daily. The average
number of corporate emails received is 75 per day. The average number of legitimate corporate emails received
daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the
weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to
get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,
down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all
online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times
per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get
checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%
of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.
How do you stand out?
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
Make the content great.
Use design that is easy on the eyes.
Get the frequency right.
Test.
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
More than 90% of consumers unsubscribe [to] brands because of too frequent, irrelevant or boring communications. —ExactTarget
Effective Email Marketing for Artists | Social Web Sites www.mailonthemark.com
So many people are getting it wrong. If you get it right, you can stand out.
www.mailonthemark.com
Headline
Effective Email Marketing for Artists & Other Creatives
Emily Brackett
Visible Logic, Inc.
www.visiblelogic.com
www.visiblelogic.com/blog
twitter: @VisibleLogic
Facebook: Emily Brackett
Facebook Company: Visible Logic, Inc.
