Why Learn Email Marketing - JCCC 2016
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11/22/2016 Why Email Marketing Wielding the most powerful tool in a marketer’s toolbox Jessica Best Director of Data-Driven Marketing [email protected] @bestofjess
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Transcript of Why Learn Email Marketing - JCCC 2016
11/22/2016
Why Email MarketingWielding the most powerful tool in a marketer’s toolbox
Jessica BestDirector of Data-Driven [email protected]
@bestofjess
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My Background
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My Background
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My Company
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About BarkleyWe modernize brands.We’ve designed an agency built for the future. Barkley offers a unique combination of skill sets and robust practice areas that focus on integration and innovation.
Analyze. Strategize. Activate.We’re more than just a communications agency. We help companies review their business practices to become more impactful, more efficient, and more customer-focused.
We are analytical at the core.We integrate client customer data to provide you with the most complete picture of your target audience possible – educators, administrators, buyers, etc.
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Barkley
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My Background
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My Clients
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Email can send direct: At the time that it’s most relevant to
the recipient With the products/content that are
personalized Can track individual recipient
engagement … and automate your follow up
Email gets delivered: Average email read rate: 25-30%
(compared to < 10% with social)
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It’s 2016… Why Email?
Source: MarketingSherpa & Magento E-Commerce Benchmark Guide (2014)
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Consumers prefer it, too (across generations):
Source: Adestra Consumer Adoption & Usage Study (2016)
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Plus… it drives the highest Return on Investment (ROI) of any medium.
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Why do we think you should LEARN Email Marketing
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SOLD! So, how do you do it right?
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Getting Started: Don’t Send It From Your InboxLearn an Email Service Provider (ESP). It starts at FREE.
Allows you to create designed layouts based on templates
Automatically manages unsubscribes & complaints
Automatically manages your bounces (bad apples) and
de-duplicates your list
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Getting Started: Learn an Email Service Provider
PLUS, an ESP auto-magicallytracks results!
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Getting Started: Learn the Rules of the Game
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Getting Started: Learn the Rules of the GameThe better your “sender reputation,” the better your chances of getting through to the inbox.
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Rules: Ask – Don’t Assume – Permission
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Rules: Ask – Don’t Assume – Permission NO harvesting email addresses from websites or
membership listings. NO auto-opt-ins
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Grow Your List by Asking… Everywhere
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The Anatomy of an Email1 Subject Line
2 Pre-header
3 Branded graphic header
4 Main message
5 Call-to-Action
6 Supporting Message
7 Footer
2
3
4
5
6
7
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The Anatomy of an Emailo What’s the Pre-header of this
email? How does it play with the subject line?
o What’s the value proposition?
o What’s the call to action?
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The Anatomy of an Emailo What’s the Pre-header of this
email? How does it play with the subject line?
o What’s the value proposition?
o What’s the call to action?
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The Anatomy of an Email
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Email Design Quick Tips
Keep it skimmable/short (drive to click for more)
Use a balance of images & true text (for those with images turned OFF on their device)
Try rich media (animation & “video”)
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Email Design Quick Tips
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The Anatomy of an Email – on mobile devices
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Great Email Marketing is Accessible via Mobile
Business-to-Business
Desktop
79.4%
Mobile 20.6%
Business-to-
Consumer
Desktop
49%
Mobile 51%
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After the Basics… Start Using Data
Personalization
Segmentation
Automation
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Great Email Marketing is… Relevant via Personalization
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Great Email Marketing is… Relevant via Segmentation
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Great Email Marketing is… Relevant via Automation
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Great Email Marketing is… Relevant via Automation
Next day
2 weeks
6 weeks
10 weeks
12 weeks
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Pop Quiz: Which subject line won?
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
Most Opens
Most Clicks
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Test & Track to LearnAlways Be Learning
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What metrics to watch:
Views (Opens) Clicks Click-to-View rate Bounces Opt outs Complaints
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What metrics to watch:Who clicked what, when they clicked (+ re-targeting on interest!)
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What metrics to watch:Which contacts are inactive (have not opened/clicked)?
Active 60%
Inactive 40%
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QUESTIONS?
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My Best Day at the Office
“I think I speak for all of us when I say… Thank you for saving our
business.”
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My Worst Day at the Office*
*Only 1 of many gut-wrenching days of making a very visible mistake!
