EMAIL MARKETING DOES IT WORK? - CSG · PDF fileAGENDA • Why you should use email...
Transcript of EMAIL MARKETING DOES IT WORK? - CSG · PDF fileAGENDA • Why you should use email...
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EMAIL MARKETING
Brad Batesole annual legislative training assembly
DOES IT WORK?
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YES
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AGENDA
• Why you should use email marketing
• How to do inbound
• What makes effective emails
• Strategies for improving email
• Collecting addresses
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BRAD BATESOLE
• Santa Barbara, CA
• Lynda / LinkedIn: Staff Author
• Branded Crate: Marketing Consultant
• Founded Successful Venture at age 15.
• Loves: Flying & Scotch (But Not Together)
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This is a conversation. Ask questions.
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WHY YOU SHOULD USE EMAIL
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I’ve heard the complaints.
Spammy Old School
Never Opened Difficult
Overused
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But e-mail is awesome.
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• 95% of internet users have it.
• 91% of its users check it daily.
• Lifespan is longer than social media.
• It’s highly personal.
• Done right, it’s incredibly engaging.
• It’s cheap.
EMAIL’S GIFT TO YOU
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YES, THERE’S SPAM
But e-mail software is getting smart.
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JUST SEND SMARTER E-MAIL
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Keep the experience branded.
Simple works.
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Optimize e-mail for sharing.
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Give people easy access to spread the word.
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Segment your subscribers.
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Where did the subscriber come from?
What was their last action?
How much content have they consumed?
What demographic data do you have?
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Collect details later.
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Define their stage.
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Awareness
Consideration
Action
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Create customized content for each segment, and for each stage.
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Send the right content at the right time.
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Build automated workflows.
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Topic Blog Subscriber New Donor Engaged Contact Re-Engagement Event Reminder
Workflows:
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AWeber / Hubspot / Pardot / Mailchimp can all handle automation.
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Nurturing is the goal.
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Self-Actualization (Action)
Self-Esteem (Add Value)
Love & Belonging (Personalization + Social Proof)
Safety & Security (Transparency)
Physiological (Timing)
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E-mails should have value
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You must identify a specific goal.
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Clear call to action.
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$3 Ask.
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Personalization is key.
Hyper targeted is expected.
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Hi {{First Name}},
I was just thinking about your town of {{Town Name}} and thought I’d reach out.
I’m working on XYZ, which impacts you and everyone else in {{Town Name}}.
{{Call To Action}}
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Keep it to one topic. Keep design and copy to a minimum.
Focus on one ask.
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Send as a real person.
Use pre-header.
50 character subject lines. Emojis work.
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Optimize for mobile.
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Roll out the red carpet for subscribers.
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Interactive e-mails.
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Maintain consistency.
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Get help to set it up, and then fly
it yourself.
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Look at what others are doing and catch
good ideas.
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A/B Test
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Evaluate Timing