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Email marketing is not dead! It can be an effective communication tool for nurturing your community of students, staff, and potential recruits and donors. In this session, we will discuss the strategy and benefits behind email marketing and tactics for implementing email marketing campaigns - including how to get started building your list, crafting your message, and measuring your results.
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Who Am I?
@kkokoska
• Why email marke7ng? • Ge;ng started
• Cra>ing and sending messages
• Measurement and management
What We’ll Cover
@kkokoska
• It has proven value • Engaged audience • Easy to measure
• Messages have long shelf life
• ROI
Why Email Marke.ng?
@kkokoska
People Find it Valuable
@kkokoska
You Have an Engaged Audience
@kkokoska
40% of consumers enjoy receiving a substan7al amount of marke7ng emails every week –
Blue Kangaroo
Easy to Measure
@kkokoska
Longer Shelf Life
@kkokoska
• 23.6% of email opens occur within the first hour.
• A Facebook brand post will get half of it’s reach in the first 30 minutes.
ROI
@kkokoska hSp://THEWEBSHOPPE.NET/email-‐marke7ng/cost-‐comparison-‐email-‐marke7ng-‐vs-‐direct-‐mail/
ROI Again
@kkokoska hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-‐Inves7ga7on-‐Into-‐the-‐ROI-‐of-‐Direct-‐Mail-‐vs-‐Email-‐Marke7ng-‐DATA.aspx
ROI Again
Takeaways:
@kkokoska
@kkokoska hSp://www.flickr.com/photos/29647247@N00/60963915/
GePng Started 1. Define objec7ve 2. Choose your ESP 3. Build your list
• Who is/are your audience(s)? • What is a conversion for them? – Loyalty program
– Referrals – Lead nurturing – Closing
Why are you doing this?
@kkokoska
• Fully managed
• SaaS • In-‐House
Choosing your ESP
@kkokoska
• Price • Commitment
• Templa7ng features • Repor7ng • Reputa7on
Choosing your SaaS Solu.on
@kkokoska
The Usual Suspects
@kkokoska
List Building -‐ Do’s and Don’ts
• Add checkbox to offline forms
• Business cards • Event registrants • *Recent consumers
DO: Build your list offline
@kkokoska
• Website – Homepage – Sidebar – Contact Form – Check out – Event Registra7on
• Facebook • Blog
DO: Build your list online
@kkokoska
DO: Segment your list
@kkokoska
Emails that have been tailored to specific audiences through segmenta7on get 50% more clicks than their counterparts. – Marke&ng Sherpa
DO: Tell them what they will receive
@kkokoska
DO: Build trust immediately
DO: Con.nue growing your list
@kkokoska
• Buy lists • Harvest email addresses or copy/paste • Precheck the box • Add folks to more lists than they agreed to • Send to folks you haven’t sent to in at least 2 years
• Anything else that sounds shady
DON’T!
@kkokoska
Sender Score: Service from Return Path. Rates sender IP.
Sender Reputa.on: Also calculated by email networks and ISPs
Sender Score/Reputa.on
@kkokoska
Controlling the
Assault of
Non-‐ Solicited Pornography And Marke7ng
CAN-‐SPAM Act of 2003
@kkokoska
EACH separate viola7on of the CAN-‐SPAM Act is subject to penal7es of up to $16,000
• Define objec7ves first • Use a SaaS solu7on • Build your list thoughlully across offline/digital proper7es
• Don’t be shady
Takeaways:
@kkokoska
Cra[ing and Crea.ng Your Message
1.) List 2.) Subject Line 3.) Message 4.) Landing page 5.) Timing
hSp://www.flickr.com/photos/24687645@N00/2826029311/
Do it first Be brief and explicit Not appropriate for the hard sell Sense of urgency? Avoid SPAM Terms Localiza7on not personaliza7on Use your company name Test
Subject Lines
@kkokoska
@kkokoska hSp://www.mailermailer.com/
Subject Lines
The Email: Design
@kkokoska
• Your CTA: – Above the fold? – All roads lead to CTA? – Short and powerful? – Redundant?
• How’s your subject line holding up? • Can you “Share with a Friend?” • Have you integrated your other digital proper7es?
The Email: Message
@kkokoska
• How does it hold up across email clients? • How does it look across mobile plalorms? • Can you view in browser and as plain text?
The Email: Technical Considera.ons
@kkokoska
@kkokoska
1. Never go home 2. Focused value proposi7on 3. Clear request 4. One step conversion
The Landing Page
@kkokoska
@kkokoska
The Landing Page
hSp://searchengineland.com/the-‐value-‐proposi7on-‐test-‐what-‐is-‐your-‐pages-‐cap7on-‐141970
@kkokoska
The Landing Page
Timing Considera.ons
@kkokoska
1. Who is your audience? 2. What 7mezones are you sending to?
3. What is it you are asking them do?
@kkokoska
1. Use an explicit subject line which you have tested
2. Be consistent with your branding 3. Have a clear CTA which links to a focused page 4. Schedule thoughlully (earlier is beSer) 5. TEST TEST TEST
Takeaways
@kkokoska
Management and Measurement
hSp://www.flickr.com/photos/87434398@N00/136165399/
• Bounce = Undeliverable email – Hard bounce – So> bounce
• Bounce Rate = # hard bounces/list size
#1: Bounce Rate
@kkokoska
@kkokoska
Average Bounce Rate
hSp://www.mailermailer.com/
• Unsubscribe – Opt out • Unsubscribe Rate = # of unsubscribes / list size
#2: Unsubscribe Rate
@kkokoska
@kkokoska
• Unique Open Rate – The # of people who open a message
• Open Rate = # of opens / emails sent
#3: Open Rate
@kkokoska
@kkokoska
• Click Thru – Clicking a link in message
• Click Thru Rate = # of unique clicks / # of links X recipients
#4: Click Rates
@kkokoska
@kkokoska
Conversion – Someone did the thing you wanted them to do.
Conversion Rate = # of conversions / # of recipients
#5: Conversion Rate
@kkokoska
Are You Set Up for Tracking?
Are your defined goals set up for tracking?
Have you set up e-‐commerce?
@kkokoska
Set up an Assisted Conversion
1. Bounce/Unsubscribes – List health 2. Open/CTR – Content 3. Conversion – Overall performance 4. TEST
Takeaways
@kkokoska
