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Effective email marketing campaigns
Josh from JoshCanHelp.com
Resources: joshcanhelp.com/esi
Oh hi there, I'm Josh
• Web literacy• Findability• Design• Conversions
#0 - The Basics
1. Deliverability2. Performance3. Spam4. Template5. List6. Analytics
o Opens (absolute, rate, unique)o Clicks (absolute, rate, unique)o Unsubscribeso Bounceso Sent vs. received
1) The Strategy
• Who is this going to?
• What are you sending?
• What is your goal for this campaign?
• What is your goal for this email?
By Randy Son Of Robert on Flickr
"Who am I sending this to?"
• List or segment
• Previous emails sent
• Future emails to be sent
Understand your audience
"What am I sending?"
• Informational send
• Request for information
• Urgent
• Content
• Promotional
Categorize email types
"What is the campaign goal?"
• Is this temporary or ongoing?
• What's the lead up? Finish?
• What actions do I want to be taken?
Goals help planning & learning
"What is this email's goal?"
• Primary goal (single)
• Secondary goal (minimal)
• How does it contribute to the campaign goal?
Be clear on why you're sending
Strategy?
Got it!
2) The List
• Who are you contacting?
• Where did the emails come from?
• How is it being managed?
• How healthy is it?By sunshinecity on Flickr
"Who am I contacting?"
• New students (prospects)
• Existing students (enrolled)
• Previous students (alumni)
Understand the personas
"Where are these emails from?"
• Purchased emails (low quality)
• Opt-in on existing forms (much better)
• Specific opt-in (best)
Source determines quality
"How is this list being managed?"
• Unsubscribe options
• Change profile option
• Clean out bounces
• What to do with "dead" emails?
Actively manage your lists, segments
"How healthy is this list?"
• Sending frequency
• Unsubscribes
• Spam reports
• Analytics (opens, clicks)
• Performance (goals)
A healthy list is a happy list
List?
On top of it!
3) The Template
• What is in it?
• How is it designed?
• How is it built?
• When and how is it sent?
By Concrete Forms on Flickr
"What is in the email?"
• Concise, informative, no fluff
• Use headlines and bullet points
• Remember your goal
• Table of contents?
• Write the whole email, then the subject
Content is king; write it first
"What is in the email?"
• Action links to clear landing pages
• Link images
• Balance; don't overdo it
• Remember your goals
Link often but link well
"What is in the email?"
• Email tracking
• Landing page tracking
Track everything
"How is it designed?"
• Match the email to the landing page
• Clear steps forward
• Enough information to make a decision
Design for your goal
"How is it designed?"
• Audience... remember them?
• Email capability
• Email savvy
Design for your list - TARGET
"How is it designed?"
• Text-based
• Clear goals within the email
• Break up content
• Lowest common denominator
Design for the format
"How is it designed?"
• Images may not be loaded
• Images add loading time, size
• No image only emails
• Can contribute to spam score
Watch your images
"How is it built?"
• Universal email HTML
• Valid code
• Checked for spam content
There's a right and a wrong way
"How is it built?"
• Unsubscribe
• Change profile
• View in browser
• Contact info
• Reason they are receiving
Add recipient-specific features
"How is it sent?"
• White-listed servers
• Smaller batches
• Watch your frequency
• Time and day
Simple considerations
Template?
Work of art!
4) The Post-game
• What happened?
• What did you learn?
• Who needs more attention?
By kevindooley on Flickr
"What happened?"
• Open rate trend
• Click rate trend
• Primary goal completions
• Secondary goal completions
Review the numbers
"What did you learn?"
• The Strategy - compare
• The List - segments
• The Template - performance
These should look familiar
Post game?
We won!
Let's wrap this up!
• Construct a strategy and track your success throughout.
• Build and maintain a healthy list of engaged recipients
• Write, design, build and send great templates.
• Iterate and get better!
Put it all together...
Thanks for your time!
joshcanhelp.com/esi