Email is Still Your Ace in the Hole · üSocial Media & Digital marketing professional üPublic speaker and trainer üFrequent guest blogger ... • Don’t Miss These 11 Sneaky Email

8/29/17

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Email is Still Your Ace in the Hole

SCORE • Becky Livingston

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BeckyLivingstonü Owner Penheel Marketingü 25+ years of marketing and

technology experienceü 16+ years in the financial

services industryü Social Media & Digital

marketing professionalü Public speaker and trainerü Frequent guest bloggerü Dog and shoe lover

(c)2016BeckyLivingston

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Agenda

• How to compose engaging emails• How to use creative Email campaigns for effective

marketing• Methods for achieving high open and click-through

rates • Frequency guidelines and Federal “Can-Spam”

regulations for commercial Emails• List segmentation and report analytics

(c)2016PenheelMarketing(TM)

SubjectLines- Examples

• Uh-oh, your prescription is expiring• The Deals That Make Us Proud (Unlike Our Nephew,

Steve)• The broke girl's guide to a luxury vacation• Where to Drink Beer Right Now• 10 Engagement Tips to Gobble Over Thanksgiving• Don’t Miss These 11 Sneaky Email Tricks• The 3-step Content Marketing plan• How Emily Faith got 76,974 YouTube views in 10 days• Paid traffic not converting? Download this


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Pre-HeaderExamples


Pre-header

Layout• Use a color scheme

that’s consistent with your brand, yet easy on the readers’ eyes

• Avoid multi-column emails (mobile)

• Break up chunks of content with visuals

• Feature the most important information at the top


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NotADesigner!?!?!?!?

Use an email service provider that offer templates – MailChimp, Constant Contact, and more.


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SpamTriggerWords


Source:Righton Interactive

EmailDesignChecklist

q Decide between plain text or HTMLq Create a clean template designq Add some colorq Break text into bullets or small paragraphsq Include a call to actionq Leverage images (at least 1)q Add social sharing buttonsq Include contact information in the footerq Remember the unsubscribe links


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Activity

Think about your next email. Identify the email’s goal. Write the email using:1. Catchy headline (see

handout)2. Pre-header text3. Body content4. Call to action (see handout)


MethodstoAchieveHighOpenRates

Know your audience– Why did your lead register to

get emails?– What challenges do they

hope you’ll solve?– Know your buyer persona(s)


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WhatElse?

• What are your goals – purchases, information capture, education, referrals, invoices, etc.

• Clear subject line• Use pre-headers• Keep content brief• Identify the call to action


By focusing on one call to action, you’ll direct all traffic and reader attention to

your desired outcome.

Frequency

• Tuesday #1 day– Then Thursday followed by Wednesday

• 10 a.m. – 11 a.m. – 8 p.m. – midnight followed by 2 p.m. and 6 a.m.

• Research industry times• Send emails to subscribers at different times and

compare open rates• Be consistent once the time is established• Target specific emails


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CAN-SPAM

1. Avoid using false or misleading header information2. Don’t use deceptive subject lines3. Identify the message as an ad4. Tell recipients where you’re located5. Provide opt-out language6. Honor opt-out requests7. Monitor what others are doing on your behalf


URLBuilderTools

When sending emails that point to content on your website, use a unique tracking URL for that specific item using a URL Builder. https://ga-dev-tools.appspot.com/campaign-url-builder/

ExampleOriginal Blog URL:http://penheel.com/2016/how-to-target-tweets-with-a-twitter-list/

Unique tracking URL:http://penheel.com/2016/how-to-target-tweets-with-a-twitter-list/?utm_source=Blog&utm_medium=Email&utm_campaign=Twitter-List


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SegmentationList segmentation—the practice of dividing your email list into groups based on characteristics like interests and demographics.

(c)2016PenheelMarketing(TM)Imagesource:https://zapier.com

Whattosegmenton?

• Gender• Geography• Industry• Job title• Ask people• Interest• Age• Past buying trends

• Free vs. Paid users• When they last clicked• How often they buy• What device they use

to buy from (mobile, desktop, tablet)


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WhentoSegment

Almost always!

There are very few cases when you'll want to send out a mass email to all of your customers—maybe to:• announce an acquisition• a site-wide sale, or • a change that affects all of your users.


HowtoSegment1. Define data points

– What info are we already collecting?– What info can we start collecting?– What data do we need to ask for?

2. Create buyer personas in your email tool– What demographic info do you know?– What are the pain points for this customer?– What do they want to accomplish?– What does a day in their life look like?

3. Choose your segments4. Create content for each segment5. Measure, adjust, repeat


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Measurement• Sales

– How much. How often. By whom.• Click-thru rates

– Vary by industry - view the chart from Smart Insights**• Opens

– On average, how many emails are opened by day, by person, by topic

• Unsubscribes– How many people left the list and why

• Traffic– How much website traffic was generated from the email

(tracking!)• Deliverability

– What is the most effective platform for delivery


**http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

DownloadThese!


offers.hubspot.com/free-guide-to-optimizing-email-marketing-for-conversions

http://www.aweber.com/grow-your-business.htm

http://www.pardot.com/whitepapers/email-template-handbook/

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BestPokerHands


WhoisPenheelMarketing?SocialmediaanddigitalmarketingconsultingfirmforCPAfirms,smallbusinesses,andnon-profits.

http://Penheel.com/Score-Email-Workshop

MarketingAnalyticsWebsiteanalytics,onlineadvertisinganalytics.Seewhichsourcesaregeneratingthemostleads.

EmailSendpersonalized,segmentedEmails basedonanyinformationinyourcontactdatabase.

SearchEngineOptimizationsImproveyourrankinsearchenginesbyfindingandtrackingyourmosteffectivekeywords.

LeadManagementTrackleadswithacompletetimeline-viewoftheirinteractionswithyourfirm.

BloggingCreateblogcontentquicklywhilegettingSEOtipsandbestpracticespointers.

SocialMediaPublishcontenttoyoursocialaccounts,thennurtureleadsbasedontheirsocialengagement.

Documents

Email is Still Your Ace in the Hole · üSocial Media & Digital marketing professional üPublic speaker and trainer üFrequent guest blogger ... • Don’t Miss These 11 Sneaky Email