Inspirational email marketing; Red C's Email Marketing WOW Book
Email marketing is dead long live email marketing file2 @SteveLoates #QBConnect In order to receive...
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Steve Loates, AIS Solutions/Kninja, Business Development Email marketing is dead… …long live email marketing 12/6/17 #QBConnect | WiFi: QBConnect Password: Connect2017
Transcript of Email marketing is dead long live email marketing file2 @SteveLoates #QBConnect In order to receive...
Steve Loates, AIS Solutions/Kninja, Business Development
Email marketing is dead……long live email marketing
12/6/17
#QBConnect | WiFi: QBConnect Password: Connect2017
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– This session is eligible for 1 hour of CPD credit
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Take a few moments to Connect with your neighbor
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Co-owner: AIS Solutions
Bookkeeping & QB Training Firm2016 Canadian Bookkeeping Firm of the Year (IPBC)2017 Global “Firm of the Future” (Intuit)
Co-Founder: Kninja Knetwork
Online CommunityAn education, training and support community for Bookkeepers
About today’s speaker
Steve Loates
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What is email marketing?
Why email marketing is not dead
Benefits of email marketing
Keys to success in 2018
How to measure success
Tools of the trade
Summary and Q & A
Agenda
Section Break
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Email marketing is the act of sending a commercial message, typically to a group of people, using email.
What is email marketing?
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It is the use of email to create your tribe
– Develop relationships
– Build loyalty and trust
– Grow brand awareness
– Promote and sell products and services
What is email marketing?
The reports of my death have been greatly exaggerated.
- Mark Twain
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Email marketing does work
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28% more emails sent in 2016 than 2015
2017 expected to be up another 20% over 2016
Majority use email including 74% of teenagers
Unlike social media email reaches its audience
The facts
KEY TAKEAWAY: Email marketing
should be the core of your digital
marketing strategy – it is the glue that
holds everything else together
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Not all good news
• People complain they get too many irrelevant emails
• Sometimes difficult to keep finding good content
• Spam filters greatly improved – but not perfect
• Challenges of the CASL (Anti Spam Law)
The facts
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You can personalize your marketing
You can reduce your marketing costs
You can generate more leads
You can shorten your sales cycle
You can save time - automation
You own the list – build raving fans
Why keep using email marketing
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WHAT YOU MUST DO
Must get permission (Express not implied)
Every email must include
• Unsubscribe link
• Name and address of sender
Canadian Anti-Spam Legislation (CASL)
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Never stop building your list
Send information of value and relevance to your audience
Always personalize and segment wherever possible
Clean your email list regularly
Get your email opened - always be mobile friendly
Play the long game – no one is a mind reader
Test and measure
Keys to success
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Never stop building your list
Ask them to sign up everywhere
Facebook page
Lead magnets on website – popups, headers, etc
Link in your email signature
Move your direct mail list to paperless
Building your list
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Clean your email list regularly
More email bounces = lower deliverability
# Of contacts - quality over quantity every time
Keeping your list clean
www.briteverify.com
www.strikeiron.com
www.verifalia.com
KEY TAKEAWAY: Bounces impact
the sender reputation.
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Treat their inbox as if it was yours
Send your emails twice
Be memorable – humour and personality
Experiment with subject lines
Getting your email opened
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Consistent communication - helps you stay top of mind
Building loyalty and trust through content
Promote your services
Doesn’t need to be a complex design (templates)
Deliver content via a newsletter
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Open rate
Unsubscribes
Clicks and shares
Clicked links
Conversions
Metrics to measure
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MailChimp
Constant Contact
Aweber
Get Response
Mad Mimi
My Emma
Tools of the trade
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DO NOT email large attachments as part of campaign
DO NOT use open URL links or URL shorteners
DO use hyperlinks – “view information here”
DO NOT include same link more than once per email
DO add “unsubscribe” link to top of email
DO ask to be added as a contact (whitelisted)
Tips to improve email deliverability
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Email marketing is not dead
Always be building your list
Keep your list clean
Test and measure
Pick the right tool
Summary
