“Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.
TACCM 2013 DIY Email Marketing
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Transcript of TACCM 2013 DIY Email Marketing
Who Am I?
@kkokoska
• Why email marke7ng? • Ge;ng started
• Cra>ing and sending messages
• Measurement and management
What We’ll Cover
@kkokoska
• It has proven value • Engaged audience • Easy to measure
• Messages have long shelf life
• ROI
Why Email Marke.ng?
@kkokoska
People Find it Valuable
@kkokoska
You Have an Engaged Audience
@kkokoska
40% of consumers enjoy receiving a substan7al amount of marke7ng emails every week –
Blue Kangaroo
Easy to Measure
@kkokoska
Longer Shelf Life
@kkokoska
• 23.6% of email opens occur within the first hour.
• A Facebook brand post will get half of it’s reach in the first 30 minutes.
ROI
@kkokoska hSp://THEWEBSHOPPE.NET/email-‐marke7ng/cost-‐comparison-‐email-‐marke7ng-‐vs-‐direct-‐mail/
ROI Again
@kkokoska hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-‐Inves7ga7on-‐Into-‐the-‐ROI-‐of-‐Direct-‐Mail-‐vs-‐Email-‐Marke7ng-‐DATA.aspx
ROI Again
Takeaways:
@kkokoska
@kkokoska hSp://www.flickr.com/photos/29647247@N00/60963915/
GePng Started 1. Define objec7ve 2. Choose your ESP 3. Build your list
• Who is/are your audience(s)? • What is a conversion for them? – Loyalty program
– Referrals – Lead nurturing – Closing
Why are you doing this?
@kkokoska
• Fully managed
• SaaS • In-‐House
Choosing your ESP
@kkokoska
• Price • Commitment
• Templa7ng features • Repor7ng • Reputa7on
Choosing your SaaS Solu.on
@kkokoska
The Usual Suspects
@kkokoska
List Building -‐ Do’s and Don’ts
• Add checkbox to offline forms
• Business cards • Event registrants • *Recent consumers
DO: Build your list offline
@kkokoska
• Website – Homepage – Sidebar – Contact Form – Check out – Event Registra7on
• Facebook • Blog
DO: Build your list online
@kkokoska
DO: Segment your list
@kkokoska
Emails that have been tailored to specific audiences through segmenta7on get 50% more clicks than their counterparts. – Marke&ng Sherpa
DO: Tell them what they will receive
@kkokoska
DO: Build trust immediately
DO: Con.nue growing your list
@kkokoska
• Buy lists • Harvest email addresses or copy/paste • Precheck the box • Add folks to more lists than they agreed to • Send to folks you haven’t sent to in at least 2 years
• Anything else that sounds shady
DON’T!
@kkokoska
Sender Score: Service from Return Path. Rates sender IP.
Sender Reputa.on: Also calculated by email networks and ISPs
Sender Score/Reputa.on
@kkokoska
Controlling the
Assault of
Non-‐ Solicited Pornography And Marke7ng
CAN-‐SPAM Act of 2003
@kkokoska
EACH separate viola7on of the CAN-‐SPAM Act is subject to penal7es of up to $16,000
• Define objec7ves first • Use a SaaS solu7on • Build your list thoughlully across offline/digital proper7es
• Don’t be shady
Takeaways:
@kkokoska
Cra[ing and Crea.ng Your Message
1.) List 2.) Subject Line 3.) Message 4.) Landing page 5.) Timing
hSp://www.flickr.com/photos/24687645@N00/2826029311/
Do it first Be brief and explicit Not appropriate for the hard sell Sense of urgency? Avoid SPAM Terms Localiza7on not personaliza7on Use your company name Test
Subject Lines
@kkokoska
@kkokoska hSp://www.mailermailer.com/
Subject Lines
The Email: Design
@kkokoska
• Your CTA: – Above the fold? – All roads lead to CTA? – Short and powerful? – Redundant?
• How’s your subject line holding up? • Can you “Share with a Friend?” • Have you integrated your other digital proper7es?
The Email: Message
@kkokoska
• How does it hold up across email clients? • How does it look across mobile plalorms? • Can you view in browser and as plain text?
The Email: Technical Considera.ons
@kkokoska
@kkokoska
1. Never go home 2. Focused value proposi7on 3. Clear request 4. One step conversion
The Landing Page
@kkokoska
@kkokoska
The Landing Page
hSp://searchengineland.com/the-‐value-‐proposi7on-‐test-‐what-‐is-‐your-‐pages-‐cap7on-‐141970
@kkokoska
The Landing Page
Timing Considera.ons
@kkokoska
1. Who is your audience? 2. What 7mezones are you sending to?
3. What is it you are asking them do?
@kkokoska
1. Use an explicit subject line which you have tested
2. Be consistent with your branding 3. Have a clear CTA which links to a focused page 4. Schedule thoughlully (earlier is beSer) 5. TEST TEST TEST
Takeaways
@kkokoska
Management and Measurement
hSp://www.flickr.com/photos/87434398@N00/136165399/
• Bounce = Undeliverable email – Hard bounce – So> bounce
• Bounce Rate = # hard bounces/list size
#1: Bounce Rate
@kkokoska
@kkokoska
Average Bounce Rate
hSp://www.mailermailer.com/
• Unsubscribe – Opt out • Unsubscribe Rate = # of unsubscribes / list size
#2: Unsubscribe Rate
@kkokoska
@kkokoska
• Unique Open Rate – The # of people who open a message
• Open Rate = # of opens / emails sent
#3: Open Rate
@kkokoska
@kkokoska
• Click Thru – Clicking a link in message
• Click Thru Rate = # of unique clicks / # of links X recipients
#4: Click Rates
@kkokoska
@kkokoska
Conversion – Someone did the thing you wanted them to do.
Conversion Rate = # of conversions / # of recipients
#5: Conversion Rate
@kkokoska
Are You Set Up for Tracking?
Are your defined goals set up for tracking?
Have you set up e-‐commerce?
@kkokoska
Set up an Assisted Conversion
1. Bounce/Unsubscribes – List health 2. Open/CTR – Content 3. Conversion – Overall performance 4. TEST
Takeaways
@kkokoska
Ques.ons? Contact Me!
Katrina Kokoska @kkokoska [email protected]