Bang for Your Marketing Buck!Pushing the e-Envelope

Survey says…Top Trends• Email marketing• Social media marketing

Top Challenges• Budget constraints• Keeping up with the latest trends and

technologies

www.sikich.com/marketing-ebook

You spoke, we listened!

70% of digital marketers rate email as the top medium for ROI

Agenda• Email marketing forecast• Writing emails people want to read• Integrating email marketing with social• Measuring results

… all without busting your marketing budget!

Join the tweet chat now!#emailchatroom

Source: EConsultancy

Email Marketing Forecast

Why email?• Cost-effective• Versatile• Immediate• Personal• Trackable• Actionable• Green

Top 4 email marketing trends

Mobile email marketing

Triggered campaigns

Content marketing

Social integration

Mobile email marketing

• Short and simple• Larger text• Click space = 44 x 44 pixels• Prominent call-to-action• Small image sizes• Single-column design• Test in different platforms – iPhone, Android, etc.

38% of all emails are opened on a mobile device; 78% of U.S. email users will access their emails via mobile by 2017

Sources: Litmus, Forrester

Welcome Birthday

Triggered campaigns

Abandoned cart Up-sell

Triggered campaigns

Content marketing

• Develop mission statement that ties back to business goals/objectives

Strategize

Content marketing

Social integration• Converting email subscribers into fans/followers (and vice versa!)• Stay tuned…

Writing Emails People Want to Read

From:• Do we know each other?

• Avoid info@company.com• Your readers want to know that:

a) You are human

b) They can reply to you

…or risk being dumped into the spam folder

To:• Do you really know who it’s to?

• Slice & dice for max impact! • Buyer personas• Depending on the content of your email…

- industry

- job function

- past purchases

- buying frequency

- content topic

- interest level

- change in buying behavior

…and so on.

The pitch:• Consistent branding• Personalized greeting• Short and concise• CTA above “the fold”• Good ratio of text to images• HTML and text versions• Working links• Visible unsubscribe button and/or

subscription center• Social sharing buttons

The subject line:64% of people say they open an email because of the subject line

DO Be concise Be direct Be urgent Be actionable Be beneficial Test

Source: blog.cmbinfo.com

DON’T× Use spam filter language× Mislead× Use poor grammar and spelling× Yell!!!!!!!! × Use all caps× Be salesy

The Preheader:• Located above headline • First section subscribers see when

opening your email… or before! • ~ 40-100 characters

Preheader dos and don’tsDO Provide an incentive or summary of your offer Display a link to forward to friend or share via social media Use a CTA to increase urgency

DON’T× Repeat yourself × Start with “view online” × Display your “unsubscribe” at the top

Integrating Email & Social

Why should I?

• Offer email subscribers more avenues to connect with you

• Extend the reach of your content• Seize the opportunity for list growth• Review metrics that provide insight

into your customers

Emails that include social sharing buttons have a click-through

rate 115% higher than those that do not

Source: GetResponse

Making the connection• Include social sharing buttons in emails• Ask email subscribers to share and connect• Send a dedicated email campaign• Provide incentive• Promote email sign-up via social channels• Email opt-in form on Facebook• Live feeds in email (and online)• Include “re-tweet this” buttons in your emails

Measuring Results

What to measure• Deliverability• Open rate• CTR• CTR on social media buttons in email• Website traffic from email • Conversion rate• Unsubscribe rate• Split test preferences

How do I benchmark my rates?• Open rate: % of received messages that

were opened by one recipient

= ~19.7% (15-20%)• Click-through rate (CTR): % of delivered

email messages that drew at least one click

= ~3.6% (3-5%)• Unsubscribe rate: % of delivered email

messages that generated unsubscribe requests

=~.25% (0-.5%)

Source: 2013 Silverpop Email Marketing Metrics Benchmark Study

Tying it all togetherNow that you have all of the

content pieces – make sure theyconnect back to

your brand.

What we offer• Consulting• Identity & Branding• Creative design • Print• Digital• Video• Photography• Public Relations

What we do

Securities are offered through Sikich Corporate Finance LLC, a registered broker dealer with the Securities Exchange Commission and a member of FINRA/SIPC. Advisory services offered through Sikich Financial, a Registered Investment Advisor. General securities offered through Triad Advisors, Member FINRA/SIPC.

Accounting, Audit & Tax

Financial Reporting

Employee Benefit Plan Audit

Accounting Services

Tax Planning

Advisory

Business Valuation

Dispute Advisory

Financial Advisory

Flex-Staff Solutions

Human Resources

Marketing & Public Relations

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Investment Banking

Acquisitions Advisory

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Capital Raises

Strategic Advisory

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Accounting & ERP Software

CRM Software

IT Infrastructure

Cloud & Hosting Solutions

Strategic IT Planning

Communication & Collaboration

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Who we help» Agriculture

» Manufacturing & Distribution

» Construction

» Professional Services

» Real Estate

» Retail

» Government

» Non Profit

» Healthcare

» Higher Education

Deep industry experience and longevity.

Cross sectional teams with a depth and breadth of experience to handle

the complete solution.

Solution centric and product agnostic.

$76M in revenue in 2012

6,776 public and private sector clients

7,364 individual clients

153,882 square feet to serve clients

400+ total personnel

72 partners

1 collaborative and positive culture

Who we are» Multi-disciplinary: An accounting,

advisory, investment banking, technology and managed services firm with clients in the U.S. and internationally.

» Excellent reputation: With a reputation for professional excellence, Sikich provides unsurpassed client service as well as timely and cost effective services.

» Strong talent: We employ more than 400 talented people including 72 partners, all of whom devote their careers to a focused area.

» Award winning: Accounting Today ranks the Firm 40th nationally among the top 100 accounting firms and 12th in the top 100 VARs.

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Michael DockumAccount ExecutiveMarketing & PR

630.210.3058mdockum@sikich.com

www.sikich.com

Let’s chat