Email Marketing Essentials

Housekeeping

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

We help these people with their email marketing:

Capital Region Farmers Market – Centenary of Canberra - DDCS Family Lawyers - Destination Marketing Store - Get it Done in Young - Old Bus Depot Markets – RGT - Shoalhaven Holidays - Tallagandra Hill Winery - Threesides -Visit Balranald -  3infun - ACT Exporters Network - ACT RUC Club - Batemans Bay Beach Resort - Canberra and Capital Region Tourism Awards - Canberra and Capital Region Truffle Festival - Canberra Furnished Accommodation - Canberra Home Builders - Canberra Wines - Cataldo's Salon - Country Guesthouse Schonegg – CountryLink - Developing Agents - Durras Lake North holiday Park - Eurobodalla Coast Tourism - Freedom in Action - gallerytwentyseven - col ellis photography - Hands Across Canberra - Jane Brown Pearls - Jonny Cosmopolitan - Just Cuts Canberra - Lantern Thredbo Apartments – Newcast - Ondina Communications - PCA People - Pleasurelea Tourist resort & Caravan Park - Ride Canberra - Sportsmans Warehouse - The Country Store - The Long Paddock - Tourism Snowy Mountains - Trevs @ Dickson - Young Tourism

Your Online Marketing Tactics

Where does email fit within your digital marketing tactics?

Digital Tactics

WEBSITE & Content

LOCALListings +

directories

LINKSconnections

ADVERTISING: AdWords + Facebook

SEARCHSEO / Content

EVALUATION:Analytics +

Webmaster tools

SALES & Distribution: e-conmerce

DIRECT: Email marketing

SOCIAL Media + Review Sites

Jargon

EDM

Open rate

Click throughs

Subscribers

Bounce rate – Hard + Soft

Hosted system

Analytics

Vision 6 January – June 2013 Email Marketing Metrics Report

Unique Open Rates by Industry

Unique Click Through Rates by Industry

Vision 6 January – June 2013 Email Marketing Metrics Report

10 steps for email marketing

1. Setting your goals2. Develop a schedule3. Find a system4. Capture your audience5. Create your content6. Design your email7. Testing8. Sending9. Monitoring10. Being awesome

1. Set your goals

• Sales• Updates• Promotion• Engagement• Brand building• Promoting products

or services

• Highlighting achievements

• Invitations• Catalogue

Understand your goals

2. Develop your schedule

 Develop a send schedule

• Weekly, Monthly, Quarterly• Scheduled or ad-hoc• Find the time that’s right for your business

Too little = Marketing to strangers

Too much = Email burnout and unsubscribes

Note: a frequent sending pattern might work initially, but eventually recipients tire of the frequency and start marking your mail as spam.

AVOID EMAIL BURNOUT

3. Choose a hosted email system

 Choose a hosted email system

Campaign Monitor (Pick of the bunch)

Mailchimp

Constant contact

Vertical Response

Vision 6

Silver Pop (Enterprise grade)

Threemail (Threesides CM)

https://vimeo.com/36948021

Hosted email editor demo

• White listed servers• Auto list management• Built in templates• Mobile compliant• SPAM compliant• Coded properly• Integrated analytics

• No big emails or attachments

• Save massive headaches for your IT people (Trust me!)

Why go hosted?

Costs D.I.Y. Assisted

Account Setup costs – account, lists, settings, analytics

Your time – learning + doing

Included with template costs

Template design Use a pre-designed template

$800 - $1300($500 template only)

Content development Your time and skills $50-$150/hr

Send costs 1-5c / subscriber average 1-5c / subscriber average

Website integration Your time and skills $50-$150/hr

Strategy and planning Your time and skills $50-$150/hr

Should I send emails

from my website system?

Before you ask the answer is NO!

4. Find your audience: List

building

• Website opt-in form• Competitions• Surveys• Trade shows / Expos• Sign up and win• Business cards (with Permission)• Social media forms and links

Build and they will read...

Be one with your audience.

5. Create your content

• Clear call to action• Relevant information• Balanced content• Good images• Short messages with a read more (Click to

read)• More links=more clicks• Call to action in the top section of the email

Create your content

• Headline (linked)• Link in first

sentence• Scannable text• Close with a call

to action• Clear image

(linked)

Writing a good article

6. Design your template

• Start with a pre-designed template• Customise to match your website• Keep it consistent with your brand• Make it mobile responsive• Make it SPAM law compliant• Integrate analytics• Alt Tag images (image blocking)

Design your template

7. Test your newsletter

• Pre send test:– Subject Line & From Name and Address– Spelling & grammar– Links – Layout– Personalisation

• SPAM & Design test• (A/B test) (Subject Line, From Name, Content)• Test your website, email and telephone• Ask your customers

Test your newsletter

1.Unsolicited commercial electronic messages must not be sent

2.Commercial electronic messages must include accurate sender information

3.Commercial electronic messages must contain a functional unsubscribe facility

4.Emails must be double opt-in

5.Emails must contain Australian Contact address details

Look it up!

Industry code of practice - http://www.acma.gov.au/theACMA/Library/Industry-library/Marketers/spam-code-of-practice

SPAM Act 2003 – http://www.comlaw.gov.au/Details/C2005C00382

SPAM Compliant EDM

8. Send your newsletter

• Send it right now?• Schedule it – find

the best day and time

• Be available after you send – get your staff ready

Send your newsletter

9. Monitor your stats

• Open rates• Click through rates• Website activity• Bounce rates• Unsubscribe rates• Complaint rates• Browser usage

Monitor your stats

10. Become an Awesome EDM’er

• List Segmentation• Auto responder welcome emails• Customised preference centre• Retargeting• Automated email learning series• Develop EDM plan +12 month schedule• Implement ongoing list building• Test, test and test some more• Calculate your return on investment

Become an Awesome EDM’er

Get started

Get Started Now

1. Setting your goals2. Develop a schedule3. Find a system4. Capture your audience5. Create your content6. Design your email7. Testing + Sending8. Monitor your stats and results9. Being awesome

Stay In Touch

www.actdigitalenterprise.com.au

www.threesides.com.auwww.facebook.com/threesides

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