Upload
miva
View
69
Download
0
Tags:
Embed Size (px)
DESCRIPTION
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.
Citation preview
WHY EMAILMARKETING IS
STILL KING
AGENDA
• Is it really king?
• Conversion Rates
• Benchmarks you need to know
• Strategy
• Real World Examples
!
“THE WINNING STRATEGY FOR ENTREPRENEURS
AND FORTUNE 500 COMPANIES ALIKE IS TO
ATTRACT A BASE OF RAVING FANS THAT OPEN, READ, AND CLICK ON THE
EMAILS YOU SEND.” - JACK BORN
CEO OF AW PRO TOOLS
“NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.”
-MARIE FORLEO B-SCHOOL
“IF YOU DON’T HAVE AN EMAIL LIST, GENUINE
PEOPLE WHO ARE INTERESTED IN YOUR BRAND, YOU REALLY
DON’T HAVE A THRIVING BUSINESS THAT YOU
CAN CREATE PROFITS ON AN ON-GOING BASIS.”
-TONY ROBBINS
“IF YOU’RE NOT BUILDING YOUR EMAIL LIST, YOU’RE
AN IDIOT.” -DEREK HALPERN
SOCIAL TRIGGERS
KING OF WHAT?
10
SO YOU WANT TO IMPROVE YOUR GAME
• Strategy
• Know Your Data
THE INDUSTRY BENCHMARKS
• Open Rate = 13% - 24%
• Bounce Rate = 6% - 12%
• Click Through Rate = 5% - 20%
• Opt-out Rate = 0.11% - 0.44%
• Open Rate = 18.01%
• Bounce Rate = 6.95%
• Click Through Rate = 13.99%
• Opt-out Rate = 0.21%
Retail Average:All Industries Averages:
Constant Contact
CONVERSION RATE SHOULD
BE 1-5%
DEFINE YOUR CONVERSION RATE
PURCHASE
DEFINE YOUR CONVERSION RATE
AWARENESS CAMPAIGN
DEFINE YOUR CONVERSION RATE
MEASURE AGAINST ROI
“HAVE YOUR #1 GOAL OF EVERYTHING
BE EMAIL LIST GENERATION”
-MARIE FORLEO B-SCHOOL
HOW TO GROW YOUR EMAIL LIST
• Offer an Incentive for signing up
• Promise of a discount/free item
• Let them know why they should sign up
• Make it easy to find
• Add sign up widget on Facebook
• Visible on your site
• Multiple opportunities to sign up
• Home Page - Checkout - User Registration - Wish List - Customer Service
• Make it easy to Sign Up
• One click, or only ask for relevant info
INCREASE YOUR OPEN RATE
• Subject line length
• Ask a Question
• Put the promo at the start of the phrase
• Urgency i.e. “deal ends at midnight”
• Send it at the right time of day/week
• Qualify your list and send quality content
• Take out the spam words
• Ask gmail users to drag your emails to their primary inbox
INCREASE YOUR OPEN RATE
BEST TIME TO SEND AN EMAILMailChimp
BEST TIME TO SEND AN EMAILMailChimp
IMPROVE YOUR CTR
• A/B Testing
• Length of copy
• Number of images
• Image placement
• Call to action: color/placement/wording/quantity
• Time of Day (early, mid, late), Day of the week (M > F?)
• Plain Text vs. Rich text vs. HTML
IMPROVE YOUR CTR
• Use both contextual text (bold words within HTML) and image CTA's.
• Use linked snippet text as a pre-header above any image that needs to be loaded which extends the proposition from the subject line and explains clearly what the email contains.
22
23
IMPROVE YOUR CTR
• Move away from the traditionally old fashioned publishing schedule of weekly/bi-weekly/monthly - to one based on when you have good content to send.
• Include a "benefit to recipient" clause or “value proposition” in your content selection and publishing guidelines. Each email MUST contain something that is genuinely intended to deliver a palpable reward to recipients.
OPTIMIZE FOR MOBILE
• Implement fully responsive email designs (at the very least mobile optimized)
GMAIL USERS
• 66% opened on phones
26
• 19% opened in browsers
• 15% email clients
LOOK AT THE JOURNEY, NOT
THE CLICKS
61% OF USERS ARE UNLIKELY TO RETURN
TO A MOBILE SITE THEY HAD TROUBLE ACCESSING.
40% VISIT A COMPETITOR'S SITE
INSTEAD.
AUTOMATED EMAILS
AUTOMATED EMAILS
AUTOMATED EMAILS
AUTOMATED EMAILS
• Have 24% higher Open Rates compared to Newsletters
• Have 47% higher CTR compared to Newsletters
• Initial Messages perform best. As time goes by the subscribers’ engagement gradually fades.
SEGMENTATION
• If you collect data at sign up, make sure it is relevant
• What are their preferences?
• Use purchase history to develop targeted campaigns
• Strive for a 1:1 relationship/experience
SEGMENTATION IN MM9
FINAL THOUGHTS
• No One Size Fits all solution
• Automated emails
• Segment your user base.
• Subscribe to your competitors emails and see how they do things.
• A/B testing