Email Marketing: 10 Tips to Success in 2012
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Email Marketing: 10 Tips to Success in 2012
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Email ain't sexy. There's no up-coming email IPO for the press to write about. No genius, enigmatic CEO of email. Yet consider that over 90% of email users have opt-in relationships with a consumer brand, as opposed to 15% on Facebook. Email marketing works - and In fact is even better when combined with social media list building which is one of the topics we'll cover in this workshop. I'll also show you tips for avoiding spam filters, how to maximize your email for mobile, how to create viral emails, and how to test email subject lines.
Transcript of Email Marketing: 10 Tips to Success in 2012
Email Marketing:10 Tips to Success in 2012
1. Use an Email Service Provider2. Design3. Subject Lines4. Messaging5. Growing Lists6. Integrating Social Media7. Segmenting8. A/B Testing9. Mobile10.Measurement
Topics
1. Use an Email Service Provider
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An email service provider (ESP) offers email marketing or bulk email services
What is an Email Service Provider?
Why Send Direct Email?• Low cost• Measurable Results• Build and maintain customer relationships• Highly targeted
$1 Buy = $48 ROI
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Direct Marketing Association
Why use an Email Service Provider?
http://www.viperstrike.com
Email Service Providers (ESPs) have relationships with major Internet Service Providers (ISPs).
ESPs provide tools to create, manage, and measure your newsletter campaigns and contact lists.
Why Use an ESP?
Business-to-Consumer (CTR)• Mostly images = 7.1%• All text = 4.7%• Mostly text = 5.3%• Equal text/images = 6.3%
Business-to-Business (CTR)
• All text = 5.4%• Mostly text = 4.8%• Equal text/images = 3.5%
3. Subject Lines
roundroundworld http://media.photobucket.com
General Rules• Subject line should provide a clear indication
what’s inside the newsletter
• 50 characters or less
Examples of Good Subject Lines
• The following terms: “Help”, “Percent Off”, “Reminder”
• Repeating/Reminder subject lines
Things to Avoid
Examples of Poor Subject Lines
Effect of Repetitive Subject Lines
4. Messaging
Stranger Danger
Build a relationship, don’t assume it already exists
Use a Human ToneInclude user generated content in the form of• social media• reviews• testimonials
Avoid the “Buy Now” approach
5. List Growth
http://www.growingwell.co.uk
Growing your Contact ListYou’re an expert at something• Give your subscriber something of value in return. Write
about a helpful service or product that you are an expert at
and make it a PDF available upon newsletter subscription
(ie. 10-Step Guide to...).
Growing your Contact List
Advertise yourself Offline• through print advertising promote the value of your
newsletters and point the URL to your signup page.
http://www.yourdomain.com/newsletter-subscribe
Growing your Contact ListStrong Website Call-to-Actions• have prominent areas on your site that allow users to
either instantly provide their email address or link to a
newsletter signup page.
Opt-in in Contact
The Dreaded Pop-up
Buy Traffic not Lists
http://travel.webshots.com
Use Pay-Per-Click (PPC)
Use Pay-Per-Click (PPC) advertising to promote your offering and point it towards your newsletter signup page.
Judging Frequency
• Subscriber Feedback - ask “why” on unsubscribes
• Preference Center - on subscriptions ask people how much they would like to be contacted
• High Volume Number - be clear on the frequency
List Pruning
Subscriber Activity
Activity Scoring
6. Social Integration
Why Integrate Social Media?• Extend the reach of your emails
• Help identify key influencers
• Opportunity for List growth
Growing your Contact List
Extending Reach
original tweet of email campaign
retweet of email campaign
twitter profile of who (re)tweeted
Social Media Strategies• Include Social Icons in Emails• Ask Email Subscribers to Share and Connect• Provide Incentive• Promote Email Sign-up Via Social Networks• Include “Retweet This!” Snippet in Email• Build an Email Opt-In Form on Facebook• Don’t Forget SMS (text)• Promote Email Marketing on Your Blog
Providing Incentive
Include “Retweet This!”
SMS (text) Subscription
7. Segment
Dundee Golf ClubBell Bay Golf Club
Cape Breton Lifestyles
8. A/B Testing
options to focus onSubject Line
Delivery timeFrom who?
9. Mobile
Tips for Mobile Email
• Save it for Later - include a link in your newsletter for Instapaper
• Think about image size - don’t chew into people’s data plans
• Make CTA buttons big enough to touch correctly
• Use multi-column layout - people like to pinch/zoom
10. Measurement
Are the Numbers Telling the Truth?
Recipients who have images turned off in their email client will not count as an openUse “alt” tags on images to entice people to load images
Check the Clicks
Check Google Analytics
Check Google Analytics
