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Email Marketing Tips, Tricks and Traps for Today's Digital Marketer. In this presentation given to the AAF East Central Indiana Members on May 9th 2014, Doug Wilcox, Director of Sales and Marketing at Delivra, explains the ins and outs of email marketing world.
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Email Marketing Tips, Tricks and Traps for Today’s Digital MarketerDelivra’s Doug WilcoxDirector of Sales and Marketing
Who is Delivra? An email marketing software and services company.
Provider of email solutions for companies like…
But more importantly to you – we work with hundreds of growing, small businesses.
1. Tips 2. Tricks3. Traps
• Deliverability Matters.• Clean, Rinse and Repeat.• Testing!
Tips…
The Email Process
Deliverability
• 1 in 5 legitimate opted in emails land in the spam folder.
• Email has helped our clients gain ROI’s of $35 : $1
Therefore – If your email doesn’t land in the inbox, you are throwing money away.
Clean out the trash• Make sure you are collecting
addresses with explicit opt-in.• Multiple opt-in locations?
Know who comes from where.
• Confirm new addresses before adding them to your ongoing mailings.
• If you haven't recently had interaction with an address, get rid of it.
Test!
The #1 Thing Every Marketer Should Do More of is... Testing!!!
• It’s cheap• It’s quick• It works to help you meet your goals.
Email optimization
Email optimization
242%
• Segment your list.• Set up email triggers.• Re-engage old subscribers.
Tricks…
Segmentation
39% of email marketers that practice list segmentation see better open rates; 28% see lower opt-out and unsubscribe rates; and 24% see better email deliverability.
-Lyris Annual Email Optimizer Report
“
”
Triggered Emails
Specific Client Success
Sales by Type
Re-Engagement Email
Re-Engagement Email
Specific Client Success
• Sending without a plan.• Marketing automation traps
(or Keeping up with the Joneses).
• Ignoring mobile.
Traps…
Create a Plan Based on Your Company's Goals
• Brand Awareness• Driving Traffic• Or good ol’ fashioned, REVENUE?
Asking the Right Questions
Example Goals• For B2B – Increased subscribers
o Why? Because each subscriber spends $10 per visit
• For B2C – Increased Website Leadso Why? Because it takes 10 leads to
get me a sale.
Example of
StrategyBased
on Goals
Marketing Automation
Madness
Ignoring Mobile
Write this down…
DelivraDelivraDoug WilcoxDirector of Sales & [email protected] (office direct)
