Starting a Successful Email CampaignFrom Scratch

Thank you for joining!We will be going live at 11:30 MST

Today’s Presenters:

Marc Herschberger is an inbound marketing coordinator at Revenue River

Kasie Hilburn is an inbound marketing specialist for one of our partners, Mojo Media

#RaiseTheFlowYou can take to Twitter with questions and feedback for our experts using our #RaiseTheFlow hashtag.

Tweet out your questions or commentary during and after the webinar using the hashtag #RaiseTheFlow and instantly connect with the presenters and marketing experts.

What Revenue River Does:

Design Content Drive Visitors Generate Leads

Nurture Prospects Create Customers

Why Email Marketing?

Poll Question 1

Have you implemented an email marketing campaign before?

If so, how successful was it?

Starting an Email Marketing Campaign from Scratch

Buyer Persona: Who is your target customer?

Segmentation: What are the key differences between the customers in your database?

Start Your Campaign: Create and send relevant content to targeted audiences.

Buyer Personas

Definition: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

What are their key demographics?

What is their job title and seniority level? Are they decision makers?

What does a day in their life look like?

What are the pain points that you can help solve?

Where do they go for information?

What experience are they looking for when seeking out your product or service?

What are their most common objections to your product or service?

Buyer Persona Example

Owen the Business Owner

Demographics• Age: 35-55• Income: $100,000-1,000,000• Education: College-Graduate SchoolRoles in the Organization• Executive• Management• Business developmentGoals• Support Sales Team• Acquire New Customers• Position Company as an Industry ExpertChallenges• Limited Expertise• Too Little Time• Poor Assets

Poll Question 2

Have you created buyer personas before to aid your marketing efforts?

Segmentation

Definition: Dividing a broad list or database into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them.

Persona Lifecycle Stages Past/Recent Interactions

Creating a Campaign

Choose a Segmented List

Choose a Topic

Create an Email

Choose a Segmented List

Specific goals

Seasons

Events

Choose a Topic

Promote a Free Offer

Promote an Event

Share Company Updates, News or Blogs

Create an Email: Anatomy of a 5 Star EmailSubject Line

Sender Email

Design & Branding

Personalization

Value Proposition

Imagery

Calls-to-Action

Social Sharing

Webpage Version

Mobile Optimization

Subject Line & Sender EmailSender Email

• From real person

• From personal email

• Sender bio

Clear, Attention- Grabbing Subject Line

• Address reader’s concerns

• Actionable language

• Clear and explicit

• Short (>50 Characters)

• Avoid spammy words

Design & Branding

Company Logo

Font

Color Scheme

Personalization & Value PropositionPersonalization

• First name

• Last name

• Company name

• Qualifiers

Value Proposition

• First sentence

• Own paragraph

• Bolded

Imagery, Calls-to-Action & SocialRelevant Imagery

• Formatting

• Size

• Alt tags

• HyperlinkCall-to-Action

• Primary

• SecondarySocial Sharing Icons

• Bottom of Email

• Custom image or text link

Webpage Version & Mobile Optimization

Mobile Optimization

• Send test & open on phone

• Check for:

• Image formatting

• Paragraph formatting

• Load time

Webpage Version of Email

Poll Question 3

Now that you know what a five star email looks like, how do your current emails compare?

Thank You!

www.revenueriver.co marketing@revriv.com 303.945.4341