Gofish presents the basics of E-mail marketing
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Email Marketing By Thomas Henderson 22 nd May 2014 gofishcc
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If you do e-mail marketing - do it right - here Gofish presents an overview of the do's and don'ts - Ignore at your peril.
Transcript of Gofish presents the basics of E-mail marketing
Email MarketingBy Thomas Henderson
22nd May 2014 gofishcc
Newsletters bring the most value
per visit of all traffic sources
Subscriptions show trust in your
brand
Trust breeds loyalty
High quality ROI traffic
72% of consumers check email
more than 6 times a day
What is a newsletter? I want one!
What are your goals for a newsletter?
Have a Great Subject
line This often is the difference
between ignored and opened
Offer something
different The mail must be share-worthy
Maintain Your Database Curate your audiences for their
needs
When to Send Know the optimal time to mail
your community
Subject lines
Test your subject lines will greatly
assist with improving your open rates.
Audiences are different Depending on your industry
open rates will differ
Test Subject Lines Trial to 10% of your database
Measure Results Winning subject line goes to the
other 90%
Offer something different
You don’t want to run with the same
stuff week in week out.
Don’t just Sell Sell Sell Sometimes this hammer
approach can harm your brand
Build your brand Offer cool testimonials, videos,
jokes & stories work
Experience Rules If they have enjoyed your mail,
they are more likely to open the
next one
Maintain your database
The quality of your database will
provide a lot of insight to your
marketing
Bought Databases Very bad idea considering you
know nothing about these users
Bounce Rate High Bounce means your domain
may be identified as a spammer
Quality over Quantity Higher quality means higher
opening rates
What time to send your newsletter
What day to send your newsletter
Managing your newsletter?
Get comfy with HTML editors and bulk
mailing tools
MailChimp
Touchbase
Groupmail
Touchstream
Important features to look out for
Compatibility Testing
Reporting
Bounce Management
Spam Testing
Split Testing
Keep it simple Keep to your CI colours and fonts
Use a standard Web-based Font
Provide Continuity
Optimize images for mail
Should not exceed 500kb
Style guidelines
Continuity guidelines
Content guidelines
Your content determines if you get that
click, or be ignored. These guidelines will
assist.Avoid
Spammy keywords: free, call now, sign up
Excessive punctuation and CAPITALISATION
Link text such as “click here” instead use “more info”
Include
Unsubscribe option
Legitimate Sending From & Reply to Address
Social Profile Links
Personalised Mails with the receivers name.
Content strategy
One mail a quarter is better than none.
No excuses!
Plan Ahead
Seasonality
Events
Projects
Frequency
Strategy Dependent
Daily is extreme
Weekly
Fortnightly
Monthly
Test Email Compatibility
Html is interpreted differently depending on your browser or
mail program
Test for Functionality
Are your links working, do the images display
correctly
Test Tracking
Use Google Analytics to track links clicked
and behaviour thereafter
Stuff to do before you send
Html depends on your
browser or mail program
Outlook 2003 is different
to Yahoo Mail
You have to cater for the
a bunch of programs
Outlook 03, 07, 10, Mac Mail,
Gmail, Hotmail, Yahoo
Mobile Testing for Android and iOS
Mail is still predominantly read on desktops but the growth of
mobile cannot be ignored
Compatibility testing
Functionality will also be different depending on your browser
Raw text cannot appear on a background image
Only web safe fonts can be used
.gif animations only work on browser based mail
Flash will not work in email
Javascript will not work in email
Some CSS may work but is not recommended
Test for spam
Single image emails = spam
No unsubscribe link = spam
Checkout www.emailspamtest.com
Functionality testing
You don’t just click the send button and forget about
it? You need to analyse the results! Make sure you
have tracking.
Tracking testing
Google Analytics offers tracking tools for
links on your newsletter – Google “analytics
url builder”
These tags will show up in your analytics as
links from your email campaign
Now drill down to see what those users did
Manage Bounces, Unsubscribes, Most
popular links clicked, Social shares, follows
etc
Tracking testing
How to increase your database
Position the signup box above the fold
Visible without scrolling
eCommerce sites have PopUps using cookies to only appear once.
Offer an incentive to sign up
Use coupon code to get a discount
Weekly specials delivered to you
Signup and you could win
Value to customer
Market the newsletter on all channels
Offline pamphlets and leaflets
Social media
Branding
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