Who Am I?
@kkokoska
• Why email marketing?• Getting started• Crafting 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 Marketing?
@kkokoska
People Find it Valuable
@kkokoska
You Have an Engaged Audience
@kkokoska
40% of consumers enjoy receiving a substantial amount of marketing 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 http://THEWEBSHOPPE.NET/email-marketing/cost-comparison-email-marketing-vs-direct-mail/
ROI Again
@kkokoska http://blog.hubspot.com/blog/tabid/6307/bid/34032/An-Investigation-Into-the-ROI-of-Direct-Mail-vs-Email-Marketing-DATA.aspx
ROI Again
$$$Takeaways:
@kkokoska
@kkokoska http://www.flickr.com/photos/29647247@N00/60963915/
Getting Started1. Define objective2. Choose your ESP3. 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• Templating features• Reporting• Reputation
Choosing your SaaS Solution
@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 Registration
• Facebook• Blog
DO: Build your list online
@kkokoska
DO: Segment your list
@kkokoska
Emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts. – Marketing Sherpa
DO: Tell them what they will receive
@kkokoska
DO: Build trust immediately
DO: Continue 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 Reputation: Also calculated by email networks and ISPs
Sender Score/Reputation
@kkokoska
Controllingthe
Assaultof
Non-SolicitedPornographyAndMarketing
CAN-SPAM Act of 2003
@kkokoska
Spam is any email you send to someone who hasn’t given you their direct permission to contact them on the topic of the email.
EACH separate violation of the CAN-SPAM Act is subject to penalties of up to $16,000
• Define objectives first• Use a SaaS solution• Build your list thoughtfully across
offline/digital properties• Don’t be shady
Takeaways:
@kkokoska
Crafting and Creating Your Message
1.) List2.) Subject Line3.) Message4.) Landing page5.) Timing
http://www.flickr.com/photos/24687645@N00/2826029311/
Do it firstBe brief and explicitNot appropriate for the hard sellSense of urgency?Avoid SPAM TermsLocalization not personalizationUse your company nameTest
Subject Lines
@kkokoska
@kkokoskahttp://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 properties?
The Email: Message
@kkokoska
• How does it hold up across email clients?• How does it look across mobile
platforms?• Can you view in browser and as plain
text?
The Email: Technical Considerations
@kkokoska
@kkokoska
1. Never go home2. Focused value proposition3. Clear request4. One step conversion
The Landing Page
@kkokoska
@kkokoska
The Landing Page
http://searchengineland.com/the-value-proposition-test-what-is-your-pages-caption-141970
@kkokoska
The Landing Page
Timing Considerations
@kkokoska
1. Who is your audience?2. What timezones 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 branding3. Have a clear CTA which links to a focused page4. Schedule thoughtfully (earlier is better)5. TEST TEST TEST
Takeaways
@kkokoska
Management and Measurement
http://www.flickr.com/photos/87434398@N00/136165399/
• Bounce = Undeliverable email–Hard bounce–Soft bounce
• Bounce Rate = # hard bounces/list size
#1: Bounce Rate
@kkokoska
@kkokoska
Average Bounce Rate
http://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 health2. Open/CTR – Content3. Conversion – Overall performance4. TEST
Takeaways
@kkokoska
Questions? Contact Me!
Katrina Kokoska@[email protected]
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