A consumer-centric approach to Email Marketing

  Kath  Pay  

Consultant,  Trainer,  Speaker  Plan  to  Engage  

Your presenter – Kath Pay

•  12+  years  of  experience  in  email  marke?ng  

 •  Email  Marke?ng  

Consultant,  Trainer  &  Speaker  

•  Lead  trainer  for  Email  Marke?ng  for  the  IDM  

@kathpay

About Plan to Engage

•  Email  Marke?ng  Strategy  •  Email  Design  &  Coding  

•  Deliverability  Support  •  Email  Vendor  Selec?on  

•  Conversion  Op?miza?on  •  Workshops  &  Training  

Courses  

www.PlanToEngage.com

Our exciting agenda!!

•  What  do  we  look  for  in  an  email?  What  do  we  like  and  ac?on?  

•  Introduc?on  to  what  our  customer’s  expect  of  us  

•  Workshop  (this  is  the  exci?ng  part  J)  •  Present  your  results!  

Identify your objective

•  Iden?fy  and  use  this  to  guide  your  customer  –  using:  – Roadmap  to  success  through  design  – Persuasive  copy  – Clear  and  ac?onable  Call  to  Ac?ons  

Identify your customer’s objective

•  Ideally  this  should  be  the  same  as  your  objec?ve  

•  Ask  yourself:  – What  are  their  expecta?ons?  – Are  there  any  barriers  in  the  way?  – Are  there  simple  things  I  can  do  to  assist?  i.e.  Customer-­‐centric  copy,  persuasive  CTA’s  

Create a wireframe

Effec%ve  Subject  Lines  Craft your Subject Line

Design for Graceful Degradation

Design for the Preview Pane

Focus your message •  Benefits  not  features  •  Email  only  offers  •  WIIFM?      

Consider your CTA’s

A B

+301%

Landing Page – essential to success

Test & Optimise!

Workshop

•  Each  group  is  working  to  a  brief  •  Design  a  wireframe  for  the  brief  –  include:  

– From  Name  – Subject  Line  – Call  to  Ac?ons  – Label  each  pod  

Thank you! And please stay in touch

Kath@PlanToEngage.com  www.PlanToEngage.com  

h_p://www.linkedin.com/in/kathpay  @KathPay