Email Marketing: simple strategies for success. Beth Kahlich Online Marketing Trainer and Consultant...
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Transcript of Email Marketing: simple strategies for success. Beth Kahlich Online Marketing Trainer and Consultant...
Email Marketing:simple strategies for success
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Beth KahlichOnline Marketing Trainer and Consultant
Dallas Search Engine Academywww.seoTrainingDallas.com@BethKahlich
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• Real marketing• Collecting Contacts• What do you write about?• Three Seconds to Open• Measuring Results• Email Marketing Hot Topics
agenda
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at its core, marketing is abouteliciting a physical and measureable
RESPONSE
Email Is Marketing
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1. Define an audience 2. run a campaign that targets those people
it’s pretty simple
3. Elicit a physical, measurable response
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when you’re really marketing…
real marketing helps remove emotion and assumption from the decision-making process
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if that doesn’t work, stop doing that. if this works, do more of this.
when you’re really marketing…
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a “NO” isn’t a failure, it’s great insight and data at very low cost
when you’re really marketing…
© 20139
• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
email is hard to beat for real marketing value
* Direct Marketing Association
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flip the funneltraditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
This applies to ALL kinds of digital marketing!
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how can you grow your list?
at register with the check at
end of the meal
on registrationforms
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how can you grow your list?
You Are Spending Time Money and Effort
to Drive People to Your Site
Have a Call to Action that is lower friction
and will help you build long-term
relationships with your clients and potential
clients
© 201313
what to write about – what you KNOW
discounts +coupons
downloads
supporta cause
eventinvites
hints + tips
B2B services
© 201314
LESS IS MORE. FOCUS.• Keep it short
• Pictures are key, but keep them small
• Videos get clicked
how much is enough
© 201315
a picture is worth…
© 201316
repurpose and reuse
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You Only Have
3 Seconds!
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SUBJECT OR HEADLINEwinning the battle of priorities
[don’t do this] March Newsletter
[do this instead] Tomorrow: Need 3 Hammers – Can You Help?
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] 3 Tips: help your dog beat the heat
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s Classes
You Only Have 3
Seconds!
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WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
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• Many – but not all may not see your images
• text links get more clicks than buttons
• place your logo left or center in email
• include company name in text
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
© 201321
• Drip campaigns vs. auto responders
• Online Editing and HTML issues
• test, Test, TEST
• Opt-in list best practice
• Deliverability rates
• no service is 100%
• challenges with ultra-secure solutions (i.e. SpamArrest)
• **small percentage of your list
DIFFERENT EMAIL MARKETING TOOLS
?
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CHANGES AT GOOGLE
- Multiple opens will not be measured
- Important to focus on - Clicks- Website Activities- Conversions
- Images are Now Automatically Loaded – Better Experience for the Subscriber
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MEASURE
make it easy and obvious
• One click away• Above the scroll line• Left or center, avoid right• Not just a graphic, include text link
as well• Not in a list of other options• Make sure you measure response
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Mobile Friendly Emails - My Case Study
• goal: increase click-throughs
• tactic: use new mobile-friendly template
• used one-column format
• results: 7.5% to 14.6% increase in clicks
Follow
Best Practices and
Get the Most Out of
Email Marketing