Email Marketing:
simple strategies for success
Beth Kahlich
Online Marketing Trainer
and Consultant
Dallas Search Engine Academy
www.seoTrainingDallas.com
@BethKahlich
2
agenda
•
•
•
•
•
•
3
Real marketing
Collecting Contacts
What do you write about?
Three Seconds to Open
Measuring Results
Email Marketing Hot Topics
Email Is Marketing
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
4
it’s pretty simple
1. Define an audience
3. Elicit a physical,
measurable response
5
2. run a campaign that
targets those people
when you’re really marketing…
real marketing helps remove
emotion and assumption from
the decision-making process
6
when you’re really marketing…
if that doesn’t work, stop doing that.
if this works, do more of this.
7
when you’re really marketing…
a “NO” isn’t a failure, it’s great
insight and data at very low cost
8
email is hard to beat for real
marketing value
• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
* Direct Marketing Association
9
© 2013
flip the funnel
This applies to ALL kinds
of digital marketing!
traditional marketing
new marketing
find
find
convert
keep
convert
keep
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
10
how can you grow your list?
on registration
forms
11
at register
with the
check at
end of the
meal
how can you grow your list?
12
what to write about – what you KNOW
13
discounts +
coupons
downloads
B2B services
event
invites
support
a cause
hints + tips
© 2013
how much is enough
LESS IS MORE.
FOCUS.
• Keep it short
• Pictures are key, but keep them small
• Videos get clicked
14
© 2013
a picture is worth…
15
© 2013
repurpose and reuse
16
© 2013
17
SUBJECT OR HEADLINE
winning the battle of priorities
[don’t do this] March Newsletter
[do this instead] Tomorrow: Need 3 Hammers – Can You Help?
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] 3 Tips: help your dog beat the heat
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s Classes
18
WHEN TO SEND
best day
19
& POST
best time
PRACTICAL
ADVICE
• Many – but not all may not •
see your images
• text links get more clicks •
than buttons
• place your logo left or
•
center in email
• include company name in
text
key action must be above
scroll line
do not give too many
choices
make all images clickable
(and with text labels)
test it on yourself!
(and on your mobile device)
20
DIFFERENT EMAIL MARKETING TOOLS
• Drip campaigns vs. auto responders
• Online Editing and HTML issues
• test, Test, TEST
• Opt-in list best practice
• Deliverability rates
• no service is 100%
?
• challenges with ultra-secure solutions (i.e. SpamArrest)
• **small percentage of your list
21
© 2013
CHANGES AT GOOGLE
- Multiple opens will not be
measured
- Important to focus on
- Clicks
- Website Activities
- Conversions
- Images are Now
Automatically Loaded –
Better Experience for the
Subscriber
22
MEASURE
23
make it easy and obvious
•
•
•
•
•
•
24
One click away
Above the scroll line
Left or center, avoid right
Not just a graphic, include text link as well
Not in a list of other options
Make sure you measure response
Mobile Friendly Emails - My Case Study
• goal: increase
click-throughs
• tactic: use new mobilefriendly template
• used one-column format
• results: 7.5% to 14.6%
increase in clicks