Email marketing: The workhorse of online communications

Your presenter:Kelly ClarkNaylor Association Solutions

Email Marketing

• Learn about the various types of emails and the legal requirements for sending them

• Learn what formats and elements make recipients want to open, read, and respond to an email

• Learn how to read and interpret email metrics, and use them to improve your email campaigns

Today’s Objectives

www.naylor.comKelly Clark, Naylor Association Solutions

Why email?

Business owners say:

•90% say email performs an important strategic role for their businesses.•Almost 2/3 of marketing budget holders increased email spend in 2015.•3 out 5 attribute at least 10% of total customer spend to their email programs.•Email has the lowest cost per acquisition (CPA) for all major direct marketing channels.•Email has the highest ROI for all major direct marketing channels.•The average order value (AOV) generated by email is $182.50•30% of email program revenue is now generated by triggered emails.

Source: Return Pathwww.naylor.comKelly Clark, Naylor Association Solutions

Why email?

Customers say:

•91 percent of U.S. adults like to receive promotional emails from the companies they do business with. (MarketingSherpa, 2015)

•72% of American adults prefer companies to communicate with them via email over any other channel. (Marketing Sherpa, 2015)

•66 percent of consumers have made a purchase based on an email marketing message they’ve received (Direct Marketing Association, 2013)


Why email?

Source: 2015 Association Communications Benchmark Report, Naylor Association Solutions and Association Adviser


Start With A Strategy

Don’t leave email marketing to chance.

Email marketing isn't effective unless you have a goal in mind for using it.

Goals and objectives help ensure that you email with a purpose.

Goals also help ensure that your customers know what to do when you email them.

Why do you email customers?www.naylor.comKelly Clark, Naylor Association Solutions


What is one business goal you have for 2016?

Examples: •Boost sales by 15 percent.•Increase our customer base.•Increase repeat business.•Reduce overhead costs.•Drive more foot traffic to our store.•Generate more orders of a certain product or service.

Write down your goal.



Goals should be SMART:

Specific: The what, how, who and why.

Measurable: A benchmark should be included so you can know if you achieve your goal.

Achievable: The goal should be a stretch, but not so big of a stretch that it’s impossible to reach.

Results-oriented: Goals should measure outcomes, not activities.

Time-bound: Set a timeframe that creates a practical sense of urgency. www.naylor.comKelly Clark, Naylor Association Solutions

Start With A Strategy9

6 Steps to Refine Your Email Goal:

1.Focus on just one product or service.

2.Define your target audience

3.Determine why someone would take action on an email.

4.Define how people will find out about your offer.

5.Determine when people will find out about your offer, and what their deadline is.

6.Establish where customers can redeem your offer.www.naylor.comKelly Clark, Naylor Association Solutions

Focus on just one product or service:

Define your target audience:









6.Establish where customers can redeem your offer.www.naylor.com

Kelly Clark, Naylor Association Solutions www.naylor.com

Why someone would take action on an email:

How and when will people find out about your offer?

Consider:

•Your resources

•Your sales cycle

≠www.naylor.comKelly Clark, Naylor Association Solutions







5.Determine when people will find out about your offer

6.Establish where and when customers can redeem your offer.

When and where someone would take action on an email:


Tips!

•Write down your objectives.

•Enlist accountability partners.

•Revisit objectives periodically.

•Get help if you need it.

•Build from your objectives.


Send the same message with every customer touchpoint!


Build Your Email List

Keep your email lists clean and up to date.

Why is this important?



How to build a quality email list:

•Remove unknown users from your list.

•Remove “role emails” from your list:

• [email protected]• [email protected]

•Remove bogus or misspelled emails:

• [email protected]• [email protected]




•Verify new subscribers before adding them to your email list.

•Send subscribers a welcome email.

•Email your list regularly.

•Monitor subscriber activity.



Welcome email example:




•Email your list regularly.

•Monitor subscriber activity.



• Use Paid Search, Social Media, and other tools to collect addresses.




•Use Paid Search, Social Media, and other tools to collect addresses.

Watch out for:• People leaving fake info• People registering but

unsubscribing right away• The overall monetary cost of

paying for addresses.




•Provide easy update options




•Examine acquisition sources

•Provide easy update options



Watch your costs:

Source: MarketingProfs.com


Build Your Email ListMake your unsubscribe button prominent:


How will you build your email list?


Now a Word From Our Lawyers

• CAN-SPAM Act of 2003, amended in 2008• Applies to email sent to Americans

• Canadian Anti-Spam Legislation (CASL), enacted in 2014

• Applies to email sent to Canadians



• Both laws govern only commercial and transactional emails

• Only commercial emails are subject to CAN-SPAM and CASL restrictions.



MESSAGE A:

TO: Jane Smith

FR: XYZ Distributing

RE: Your Account Statement

We shipped your order of 25,000 deluxe widgets to your Springfield warehouse on June 1st. We hope you received them in good working order. Please call our Customer Service Office at (877) 555-7726 if any widgets were damaged in transit. Per our contract, we must receive your payment of $1,000 by June 30th. If not, we will impose a 10% surcharge for late payment. If you have any questions, please contact our Accounts Receivable Department.

Visit our website for our exciting new line of mini-widgets!www.naylor.comKelly Clark, Naylor Association Solutions


MESSAGE B:

TO: Jane Smith

FR: XYZ Distributing

RE: Your Account Statement

We offer a wide variety of widgets in the most popular designer colors and styles – all at low, low discount prices. Visit our website for our exciting new line of mini-widgets!

Sizzling Summer Special: Order by June 30th and all waterproof commercial-grade super-widgets are 20% off. Show us a bid from one of our competitors and we’ll match it. XYZ Distributing will not be undersold.

Your order has been filled and will be delivered on Friday, June 1st.www.naylor.comKelly Clark, Naylor Association Solutions


• CAN-SPAM:

• Don’t use false header information• Don’t use deceptive subject lines• Identify the message as an ad• Tell recipients where you’re located• Tell recipients how to opt out of

receiving email from you.• Honor opt-out requests promptly.• Monitor what others are doing on your

behalf.



• CASL:

• You cannot email people unless they have given you express consent to be emailed.

• Burden of proof of consent is on the marketer.

• If a customer initiates a transaction with your business, you can keep them on your email list for two years, or until they asked to be unsubscribed.

• Your emails must have your real name, address, and an unsubscribe mechanism. www.naylor.comKelly Clark, Naylor Association Solutions


• CASL: Express Consent

Source: Brainrider.comwww.naylor.comKelly Clark, Naylor Association Solutions

Email deliverability

Delivered email is sent email that doesn’t receive a hard or soft bounce. This doesn’t mean email that goes into an inbox.


Email deliverability“Spam” is unsolicited commercial email.

Spam became the term of choice for unsolicited or repetitive email in the 1990s. It derives from the Monty Python sketch where a restaurant patron becomes annoyed by menu offerings that all contain spam.

Spam comprises 70% of all email sent around the world. “Spam” is whatever the recipient considers to be junk email.

Email deliverabilityWhat this means for you, the marketer:•Keep email content relevant•Ask your subscribers what kind of info they want to receive.

Email deliverabilityWhat this means for you, the marketer:

•Use a dedicated IP address.

•Make your sign-up process memorable, and be up front in the “From” section of every email.

•Remind people why they’re receiving your emails.



Design your emails using your overall brand identity in every email so your audience recognizes your business once they open your email.



How can you enhance the deliverability of your emails?


Sending Your Emails

How frequently you should email your customers depends on how often THEY think you should email them, and that’s going to depend on the following: 1. The total number of emails you send

2. The length of each email


Sending Your Emails

How frequently you should email your customers depends on how often THEY think you should email them, and that’s going to depend on the following:

3. How often you ask them to take action

4. The relevance of the info you provide

5. The timing of your emails


Sending Your Emails

What factors should YOU consider when sending your business emails?

The total number of emails you sendThe length of each emailHow often you ask them to take actionThe relevance of the info you provideThe timing of your emails


Reading and Understanding Email Analytics

Click-through rate: How many people clicked on your email as a percentage of total recipients.

_____________ = 10% CTR100 recipients

10 clicks



20 clicks______________ x 100 = 2.6% click-through rate 760 emails opened



Some email programs allow you to see exactly which links recipients click.



Conversion rate: The number of people who complete your goal after receiving your email.

Conversions can be:

•A click through to your website

•A download

•Redemption of a code

•Purchase of a certain item on your website


Reading and Understanding Email Analytics Bounce rate: The percentage of your total emails

sent that could not be delivered to recipients’ inboxes.

Soft Bounce: The result of temporary problems.

Hard Bounce: The result of an invalid, closed, or non-existent email address.


List Growth Rate: The rate at which your email marketing list grows (or shrinks).

Most lists decay by about 25% every year.

Keep your list growing by constantly updating it and adding new members.



Email forwarding / share rate: The rate at which your email recipients forward or share your email with others.

_____________________ = Email forward rateNo. of original recipients

___________________ = 15% forward rate100 original recipients


No. of forwards

15 forwards


Reading and Understanding Email AnalyticsAn example email report:


Overall Return on Investment: How much revenue are email-generated sales bringing in compared to your costs of creating and sending emails?




Emails are only counted as “opened” if images show

You could have many more people opening their emails but not seeing the images.

Many people who are tired of your emails won’t actually unsubscribe. They’ll just stop opening.

Open rate Unsubscribe rate



760 opens___________________ x 100 = 31.7% open rate (2488-92) emails delivered


Some metrics you may want to track based on your campaign’s specific goals:


Subscriber list growth rate

Number of leads generated

Lead-to-customer conversion rate


Click-through rate Conversion rate – what is your

conversion? Bounce rate List Growth Rate Number of leads generated Lead-to-customer conversion rate Overall ROI of specific emails Unsubscribe rate Open rate Email forward rate

Which analytics will you use?


Questions?


Contact Info:

Kelly Clark, Manager for Online Marketing

www.Naylor.com770-576-2633

[email protected]

Facebook.com/naylorllcTwitter: @NaylorLLCLinkedIn Group: Association Executive Roundtable Subscribe: www.associationadviser.com

Email marketing: The workhorse of online communications

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Transcript of Email marketing: The workhorse of online communications