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Effective email marketing campaigns Josh from JoshCanHelp.com Resources: joshcanhelp.com/esi

Effective email marketing campaigns

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Page 1: Effective email marketing campaigns

Effective email marketing campaigns

Josh from JoshCanHelp.com

Resources: joshcanhelp.com/esi

Page 2: Effective email marketing campaigns

Oh hi there, I'm Josh

• Web literacy• Findability• Design• Conversions

Page 3: Effective email marketing campaigns

#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

Page 4: Effective email marketing campaigns

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

Page 5: Effective email marketing campaigns

"Who am I sending this to?"

• List or segment

• Previous emails sent

• Future emails to be sent

Understand your audience

Page 6: Effective email marketing campaigns

"What am I sending?"

• Informational send

• Request for information

• Urgent

• Content

• Promotional

Categorize email types

Page 7: Effective email marketing campaigns

"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

Page 8: Effective email marketing campaigns

"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

Page 9: Effective email marketing campaigns

Strategy?

Got it!

Page 10: Effective email marketing campaigns

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

Page 11: Effective email marketing campaigns

"Who am I contacting?"

• New students (prospects)

• Existing students (enrolled)

• Previous students (alumni)

Understand the personas

Page 12: Effective email marketing campaigns

"Where are these emails from?"

• Purchased emails (low quality)

• Opt-in on existing forms (much better)

• Specific opt-in (best)

Source determines quality

Page 13: Effective email marketing campaigns

"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

Page 14: Effective email marketing campaigns

"How healthy is this list?"

• Sending frequency

• Unsubscribes

• Spam reports

• Analytics (opens, clicks)

• Performance (goals)

A healthy list is a happy list

Page 15: Effective email marketing campaigns

List?

On top of it!

Page 16: Effective email marketing campaigns

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

Page 17: Effective email marketing campaigns

"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

Page 18: Effective email marketing campaigns

"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

Page 19: Effective email marketing campaigns

"What is in the email?"

• Email tracking

• Landing page tracking

Track everything

Page 20: Effective email marketing campaigns

"How is it designed?"

• Match the email to the landing page

• Clear steps forward

• Enough information to make a decision

Design for your goal

Page 21: Effective email marketing campaigns

"How is it designed?"

• Audience... remember them?

• Email capability

• Email savvy

Design for your list - TARGET

Page 22: Effective email marketing campaigns

"How is it designed?"

• Text-based

• Clear goals within the email

• Break up content

• Lowest common denominator

Design for the format

Page 23: Effective email marketing campaigns

"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

Page 24: Effective email marketing campaigns

"How is it built?"

• Universal email HTML

• Valid code

• Checked for spam content 

There's a right and a wrong way

Page 25: Effective email marketing campaigns

"How is it built?"

• Unsubscribe

• Change profile

• View in browser

• Contact info

• Reason they are receiving

Add recipient-specific features

Page 26: Effective email marketing campaigns

"How is it sent?"

• White-listed servers

• Smaller batches

• Watch your frequency

• Time and day

Simple considerations

Page 27: Effective email marketing campaigns

Template?

Work of art!

Page 28: Effective email marketing campaigns

4) The Post-game

• What happened?

• What did you learn?

• Who needs more attention?

By kevindooley on Flickr

Page 29: Effective email marketing campaigns

"What happened?"

• Open rate trend

• Click rate trend

• Primary goal completions

• Secondary goal completions

Review the numbers

Page 30: Effective email marketing campaigns

"What did you learn?"

• The Strategy - compare

• The List - segments

• The Template - performance

These should look familiar

Page 31: Effective email marketing campaigns

Post game?

We won!

Page 32: Effective email marketing campaigns

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...

Page 33: Effective email marketing campaigns

Thanks for your time!

joshcanhelp.com/esi