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Maximizing Your Email Marketing
Owner, SocialPunchMarketing
2
Nick Cavarra
facebook.com/socialpunchmarketing
@Ncavarra
Your Website
Website
Social Media
Paid Social
Email Marketing
Niche Sites and
Distribution Channels
PR/Article Marketing
Blog
4
Agenda
What are campaigns, newsletters?
Email Tips and Tricks
Email + Social: you have to use both!
Next Steps
Campaigns & Newsletters | Email | Email + Social | Next Steps
http://blog.qmee.com/qmee-online-in-60-seconds/
65% of Time Spent on Social Networks Happens on Mobile
-Mashable
http://blog.qmee.com/qmee-online-in-60-seconds/
Content
What Matters is…
Story Telling
And More
Specifically…
Facebook LinkedIn Instagram Twitter Pinterest Youtube
WHERE ARE YOU TODAY?
65% Source: Litmus, “Email Client
Market Share,” April 2012
Over 3,000 Marketing Messages
Every Day!
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Marketing
Marketing has changed.
Find
Marketing then. Marketing now.
Convert
Keep
When you’re really marketing…
…you remove emotion and assumption from the decision-making process
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marketing
Campaigns & Newsletters
At its core, marketing is about eliciting a physical and measureable
response
pull response
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Campaigns & Newsletters
What is a campaign?
push content
Campaigns & Newsletters | Email | Email + Social | What’s Next?
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What you know that they don’t
What you have access to that they don’t
“Original” isn’t required… just be interesting and relevant
What do I write about?
Content calendar for all channels
S M T W T F S
1 2 Tips for Spring
• Newsletter
3 4 5
6 7 Motivation
Monday
8 9 10 11 New Product
• Newsletter
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13 14 Motivation
Monday
15 16 Staff Pics
• Newsletter
17 18 19
20 21 Motivation
Monday
22 23 24 Event Photos
25 26
27 28 Motivation
Monday
29 Sale
• Newsletter
30 Newsletter
regular newsletter
blog post
theme days
multimedia
news/promotions
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How much is enough?
Focus.
Less is more.
? 65%
December 2014
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A picture is worth...
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A picture is worth... Pictures get 47% more click-through activity than content without images, but…
…don’t over-rely on images!
Be sure to use text labels in case images aren’t displayed by the recipient’s mail program. Don’t use images of your content.
Remember: your content is viewed on mobile devices…
A picture is worth...
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Use images carefully!
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Got pics? Some channels thrive on visuals
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Repurpose & Reuse
Who is it “from?”
What’s the “subject?”
When do you send your communication?
Now, later or never Three little words that rule your world
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Who is it from? Winning the battle of priorities
CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM”
How will you be most recognizable?
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Look great Brand consistency
Subject line Winning the battle of priorities
SECONDS WORDS TODAY
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Winning the battle of priorities
Tomorrow: Need 3 Hammers – Can You Help?
Joe’s Pet Store Newsletter
ALERT: Help your dog beat the heat!
Children’s Classes Still time! Openings available for children’s classes.
March Newsletter
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Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
When to send
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Find your best day
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into 3 groups of people
1
2
3
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Find your best time
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
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When to send or post Do not be romanced by a high open rate –
measure actions!
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67% don’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include company name in text
Practical advice
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Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device) Test it on yourself!
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Email + Social
Email & Social You have to use both
Drive traffic back to your list, email, etc...
Amplify your email
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Email + Social
Email + Social
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Email + Social
Email + Social
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Email + Social
Email + Social
PhotoBoothMania
• what: Photo booths for
weddings and parties
• goal: Follow up on attendees
from bridal shows
• tactic: Mini-website
• results: Went from 500
emails to 32 targeted
potential customers
Example: PhotoManiaBooth
PhotoManiaBooth
List Size: Under 500
Location:
Santa Clarita, CA
Started with 500
Save Time!!
130 Opened
32 Clicked on $
4 Clicked on About
