Marketing Bitz

Three Small Questions for Big Email Marketing Success Katie Stout - Digital Marketing Specialist

AndersonAdvertising

andersonadpr

@AndersonAdPR

andersonadv

WHY

WHY USE EMAIL MARKETING

Email is the most direct way to send a

message to potential customers

1. For every $1 spent, there is a $38 ROI1

2. A message is 5x more likely to be seen in an email than on a Facebook post2

3. 4.24% of visitors from email marketing buy something3

1.Campaign Monitor 2. Radicati 3. Monetate

I ASK MYSELF THREE THINGS

Three major things

to consider before pushing send

1. Who are you sending to?

2. What is the purpose of your email?

3. How will your audience respond?

WHO

GROW YOUR LIST

The best email is worth nothing without the right people to send it to.

● Add a form to your website○ Add a link to your personal email signature○ Ask your social audiences to subscribe○ Join social groups and promote your content with a CTA to

subscribe

● Create a physical way of opting in○ Leave a signup form at front desk○ Create a business card drop

● Add social share icons to your current marketing emails

SEGMENT YOUR LIST

Crafting the perfect message

requires you to know your

audience

1. Start with where they signed up: in-person or online

2. DTR: define their relationship with you

3. Use behavior to find their interests:what have they opened or

clicked?

WHAT

PROVIDE A VALUE

Prove you’re worth the

space in their inbox

1. This does not have to be a discount or coupon

2. Answer questions in interesting ways

3. Base this value on your list or segment

WHAT DO YOU WANT THEM TO DO NEXT

If your email is actually valuable, your audience will

want to continue engaging

1. Make it easy for your audience to learn more about your subject

2. Including a call to action button instead of a text link can increase conversion rates by as much as 28%.1

1.Campaign Monitor

HOW

MAKE IT TO THE INBOX

● Clean your lists

● Don’t use Bitly links

● Don’t send too many emails

● Your content matters

● Avoid using a single image as your entire email - 500+ characters please!

INBOXSPAMJUNKTRASH

donotreply@anderson-adv.com Jumpstart your email marketing today! - Click here to unsubscribe.Yelp!Must-try local restaurants that just opened near you - We found some great new businesses we think you are going to love!WordStream3X the Average CTR [Find out how] - We’ll teach you how to be a unicorn. A marketing unicorn that is.

MAKE YOUR EMAIL ENTICING

● Use a from name they will recognize

a. Don’t stop the conversation before it starts

● Use an enticing subject linea. Shoot for 61-70 characters1

b. Emoji subject lines increase opens by 45%2

● Make sure your pre-header text gives a preview of what is in the email

INBOXSPAMJUNKTRASH

donotreply@anderson-adv.com Jumpstart your email marketing today! - Click here to unsubscribe.Yelp!Must-try local restaurants that just opened near you - We found some great new businesses we think you are going to love!WordStream3X the Average CTR [Find out how] - We’ll teach you how to be a unicorn. A marketing unicorn that is.

1.Campaign Monitor 2.Experian

YOU HAVE LESS THAN 10 SECONDS

● Make it personal

● Use images

● Use gifs

● Put your most important message first

● Keep it simple

To: From:Subject:

Hi Susan,Learn how to jumpstart your email marketing.

DESIGN FOR THE DEVICE YOUR AUDIENCE USES

● Mobile represents 55% of email opens

○ iPhones represent 33% of those mobile opens

● Keep your email content consistent across devices

TEST YOUR EMAIL

● Most email platforms offer ways to test your email on different platforms

● Actually send your email to a coworker or a friend

KEYS TO EMAIL MARKETING

Who is your audience?

What is the purpose of your email?

How will your audience respond?

QUESTIONS?