PRESENTED BY TRELENA ANDERSON

WEB PROJECTS TRAINING

EBLASTING YOUR WAY TO SUCCESS!

1. Staying Connected! It keeps customers informed and in-touch with you.

2. Integrated Marketing! Easy to customize and integrate with other marketing tactics:Website | Social Media | Direct Mail | Surveys

3. It’s measurable! You can instantly measure the success of your email campaigns from # of opens, click-throughs, bounces, opt-outs, etc. Advantage: instantly access and make improvements for future eblasts.

4. It’s mobile! 40-60% people read email on smartphones. Our eblast templates are designed to be responsive, which allows them to be viewable on mobile devices.

Why Email Marketing?

Email Training Agenda

“Email has an ability many channels don’t: creating valuable, personal touches – at scale. “ - David Newman

1 Successfully Engaging your

Audience 2 Eblast

Requesting& Reporting

3 Next up:Future

Considerations

SUCCESSFULLY ENGAGING YOUR AUDIENCE

Design and organize

1

Subject-lines, pre-headers, and headlines…oh my!

Pre-headers – Short summary text that follows the subject line when an email is viewed in the inbox

Subject Lines – A well-written concise subject line can determine if they will open your email.

Headliners– Attention grabbing statement that summarizes the content and helps readers determine if they want to read further.

Tips for great Subject lines:

“Treat your subject line like the movie trailer – give a preview so they know what to expect.“ - Unknown

Keep it simple and focused

Personalize it with a first name, or location

Avoid Sales-y or overused wordsCommon words often associated with sales like “FREE”, “percent off” ,“reminder” can trigger spam filters.

Change the subject line on resends

Tone down promotional emails.Subject lines framed as questions often perform better.

Keep it short. Aim for 50 characters or less

Personalization is Possible!

Variable Information:• First & Last Names• Contact Info• Account Info (if in

Salesforce• Etc.

You can make your email appear more personal by incorporating individualized information using variable tags.

Relevant Content is Key!

Training EventsPromotionsAnnouncements

List Segmentation really helps with this!

If the content of your email isn't relevant to your customers, then you'll most likely lose them.

Consumer connections are a must for any marketing program and email marketing is no different. Tailor your messages for your target audience.

Creating Irresistible Calls to Action

Wimpy CTA’s Strong CTA’s

Click here Start improving your…

Read more Start saving money now

Click here to… Download now

Get started Be the First to…

Give me my free…

A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action."

Effective CTA Tips• Eye Catching Design or Phrase• Copy that makes people want to act• Clear Value Proposition• Specific landing page (if applicable)

A few other tips for increasing engagement

http://www.getvero.com/resources/guides/email-marketing-best-practices/

2 EBLAST REQUESTING& REPORTING

From start to Finish

You can submit an eblast request by going to www.teamhornermarketing.com and clicking on the “Request an Eblast” or “Build a Campaign” buttons.

How to Request an Eblast

• Let us know who should and should not receive this email if applicable (suppression lists)

• Provide us with an images or files that should be included in the eblast

• Scheduling: • Please submit the request at least one

week before it should be scheduled.• Will this be sent more than once?

• Keeping the lists clean and updated

Eblast Form Request Tips

Time of Day: It’s best to have it pop in their inbox during their workday

Managing your request in Jira

If you are in Jira, you will be notified of all comments and updates on your request automatically via email.

Reporting: How well did my eblast perform?

Key Performance Indicators:• Delivery rate

(#Sent vs. #Delivered)

• Open rate• Click to Open rate• # of Bounces• # of Opt Outs• # of Spam Complaints

--------------------------------Another Example:(SH) Oyster Natural Stone Eblasthttps://pi.pardot.com/email/readReport/id/186570282

https://pi.pardot.com/email/readReport/id/186287780

Unsubscribes and Email Preferences

Key Performance Indicators:• Delivery rate

(#Sent vs. #Delivered)

• Open rate• Click to Open rate• # of Bounces• # of Opt Outs• # of Spam Complaints

--------------------------------Another Example:(SH) Oyster Natural Stone Eblasthttps://pi.pardot.com/email/readReport/id/186570282

Each division and branch has their own email

preferences center, so readers can select which

emails that would prefer to receive.

Unsubscribes and Email Preferences

If someone decides to opt out of all communications by unsubscribing, they will be taken to this page, where they can provide us with an explanation of their decision, if they choose. They can also re-subscribe here.

3 NEXT UP:FUTURE CONSIDERATIONS

Where we’d like to go next & “Thinking outside of the box”

E-Newsletters?

Consider building interest and connection with e-Newsletters

Using email marketing to build relationships

Less sales-y, more…personal.

Using Surveys More!

More Salesforce Adoption & Connection

Implementing A/B Testing

Pardot’s A/B Testing for emails allows you to change elements in your email, segment your recipient list into a test audience and winning audience, and then use the email’s engagement data to automatically determine and distribute the winning email.

Go ahead…ask it!

ANY QUESTIONS?