Email Marketing: From Inbox to In-Store Sales

Email Marketing From Inbox to In-Store Sales

From Inbox to In-Store Sales < Webinar Outline

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The evolution of email

Different types of email marketing

Making your emails mobile-friendly

The 5 P’s effective body copy

Understanding analytics

Drive in-store sales

Enter your email address into the chat box if you would like a

free checklist of things you should check for before hitting “Send”

The Evolution of Email

From Inbox to In-Store Sales < The Evolution of Email

A Brief History

A recent KcKinsey survey shows that email is the

most effective and easiest form of marketing

1971

•First email sent by computer engineer Ray Tomlinson when his company was hired by the U.S. Defense Dept. to build the first Internet

1978 •Gary Thuerk (the father of spam), sends out the first unsolicited mass email

1997 •Microsoft purchases Hotmail for approximately $400 million

2003 •Email marketing regulation begins with the CAN-SPAM law

2014 •There are 1.9 billion email users worldwide


Statistics

95% of online shoppers use email

60% of marketers say that email produces ROI for their

business

For every $1 spent on email marketing, $44.25 is returned


Statistics

58% of American adults have a smartphone

65% of all email is opened first on a mobile device

74% of smartphone-related purchases were

completed in-store


The Great Email Debate

Cost-Effective Many email programs provide subscribers with

free design templates

Time-Sensitive You can send your emails and they will be in

your customers’ inboxes within minutes

Analytics + Insights Email marketing software allows you to easily

track which emails were received and opened

Junk Mail With email, you run the risk of being

lumped into the spam category

78% of emails are spam (which equals

94 million messages every day)

Erosion of Your Customer Base It is possible to annoy your customers

and lose your base

PROS CONS

Different Types of Email Marketing

From Inbox to In-Store Sales < Different Types of Email Marketing

Informative

Newsletters are a way of keeping customers

informed on news and happenings in your store

Promotional emails are used to alert customers to

upcoming sales and specials

Catalog emails highlight a specific product or service

(the body of the email should focus on one item)


Helpful

Invitation emails invite your customers to special

event (send in the days/weeks leading up to the event)

Survey emails provide you with insights into the

needs, wants and habits of your customers

Transactional emails are sent after a purchase is

made to confirm the transaction and say “thank you

for your business”


Nurturing Prospective Customers

Should be designed to keep your business top-of-mind

Send lead nurturing emails out on a regular basis, or until

the customer converts to a paying one

The 5 P’s of Effective Body Copy

From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy

1. Promise

Think of something your customer wants and

promise it to them

Your readers should be excited to receive

your email

Have a clear call-to-action

Keep your promise


2. Personalize

Your email should always be relevant

Include dynamic fields, adjust delivery and

change messaging based on your audience to

increase click-throughs

Let the personality of your business shine

through, too!


3. Picture

Create a vivid mental image for your readers

Can be done with specific details, examples or

images

Use a clean layout so your image is front and

center

Keep your body copy simple and short (write for

“scannability”)


4. Proof

Explain how your

product/service works

Describe results (case studies,

before/after and stats)

Include links to your website

and social media profiles to

build credibility


5. Push

Ask for the sale

Provide specific steps for the

reader to take

Including a clear call-to-action

is critical

Understanding Analytics

From Inbox to In-Store Sales < Understanding Analytics

Data Points You Should Track

LIST GROWTH

How fast your list is growing

Natural churn rate is 25%

Should always be collecting email addresses

DELIVERED

Emails that reached destination ÷ total emails sent

Average: 96%

Make sure your list is healthy



HARD BOUNCE

Messages that are permanently rejected (invalid email)

SOFT BOUNCE

Messages that are temporarily rejected (i.e.: out of office)

Top performers are < 2.0%

Check for typos

Monitor by domain

Hard bounces should be automatically removed



OPENS

The number of people who viewed your email

Top performers are in the 16-20% range

A well-focused and targeted list will have a better open rate

Include a From name so recipients recognize the sender

Create an effective subject line (will be by trial and error)

CLICK-THROUGH RATE

When a subscriber clicks on a link, button or image

Top performers are in the 5.1 – 10% range

Have a clear call-to-action and include multiple links

Create scarcity or sense of urgency



UNSUBSCRIBE

The number of subscribers

who opt-out

Top performers are < 0.10%

Always include a link in your

footer

MARKED-AS-SPAM

Subscribers who reported

your email as spam

Ideal: zero



CONVERSION RATE

Tied to specific actions (such as sign-up

or purchase)

May need to integrate systems to monitor

FORWARD/SHARE RATE

Subscribers who forwarded your email to

a friend or shared it on social media

Strong indicator of the quality of your

content

Important to build these links in so

subscribers can easily share


Easy Ways to Improve Your Data

Regularly clean your email list

Improve the content of your email

Enhance the body copy

Change the design


Data should dictate your strategy and using real-time metrics

will help you be more precise

By using real-time metrics, you can tweak the campaign as it

is in progress

Quickly identify potential delivery problems or performance

issues – and fix the problem fast!

Real-Time Metrics


Mobile Metrics

Ensure your emails are platform-agnostic

Don’t forget about desktop and webmail clients (even for

mobile readers)

Experts predict mobile will only continue to grow

Drive In-Store Sales

From Inbox to In-Store Sales < Drive In-Store Sales

Send Personalized Emails

Makes each subscriber feel

special and keeps your content

fresh and useful

Use dynamic tags (first name,

industry, etc.)

If you use a CRM system, you

can include behavior/activity

(i.e.: make recommendations

based on past purchases)


Business Branding Display your logo prominently so that customers know

immediately who the message is coming from

Logo is the first thing

you seen when you

open the email


Announce Sales Online

Should Have a Clear Expiration Date


Empower Your Subscribers

Make It Easy for Them to Take Action

Link to your website and social pages

Include your local phone number (with

local area code – no 800 numbers)

Provide your business’s address


Simple Social Sharing

Make it easy for your customers to

connect with you social media

Social media buttons

are placed in the header


Perfect Your Subject Lines

GOAL: avoid the spam filter

and be opened by customer

Make it local

Be concise

Create a sense of urgency

Keep it short

Try different times/days

WORDS TO AVOID

Free

Help

Buy now

Cash

Percent off

Click here

Call now

Subscribe

Credit

Earn $

Discount

Donate

Eliminate

Debt

Double your income

You're a Winner!

Amazing Opportunity

Reminder


Host an Online Contest

Contests are popular online and often go viral on social media

Announce the winner online, but have an in-store prize

Those who didn’t win may be curious enough to visit your store


Printable + Mobile Coupons

That Must Be Redeemed In-Store


Write for Scannability

1 idea per paragraph

Emphasize key offers and

messages in bold, italics or

underline

Use bulleted lists

Images can help you call

attention to important details


Use a Proven Email Layout That is Mobile-Friendly (of course!)


Grow Your Email List

Collect email addresses at your

register

Create a loyalty program where

customers provide you with their

email for perks, specials and

invitations

Add an email sign-up call-to-action

as a custom tab on your

Facebook page


Grow Your Email List

Use your Google+ account to

promote email signups for offers

Below the signature line on credit

card receipts, include a line for

your customers to write in their

email address

Include a newsletter sign up link in

the bottom of your emails

Additional Resources

Synch Your Email Campaigns with

Local Online Marketing Email

Search

Social

Mobile

Advertising

Website

PR

Lead Gen

Learn more about our simple,

effective and affordable solutions

Ph: (646) 545-3400 or [email protected]

From Inbox to In-Store Sales < Additional Resources

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Email Marketing: From Inbox to In-Store Sales

Small Business & Entrepreneurship

Transcript of Email Marketing: From Inbox to In-Store Sales