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Playing to Your Strengths:Increasing Engagement withEmail Marketing

Allen HammerBusiness Development ManagerDelivra

Email MarketingOverview

Playing to YourStrengths: 6Recommendationsto IncreaseEngagement

Agenda

Email Marketing OverviewEmail Marketing Overview

The Economics of Email

Opportunity Cost:

The average ROI for every$1 invested in email

marketing was $40.56

Law of Demand:

95% of those who opt into emailmessages from brands find

these messages somewhat orvery useful.

Data: Swiftpage.com

The Economics of Email

Where Email Wins

Additional sales to existing clients and customers is the most reliable way toincrease revenue. Email Marketing is the channel best suited to grow revenue by

increasing customer satisfaction and loyalty through targeted messages.

Why do marketers love email?

Impact on Other Marketing

What happens to your leads from othermarketing channels that do not

immediately convert?

What impact could be made by staying infront of leads with longer buying cycles

using personal, targeted emails?

Playing to Your Strengths:Playing to Your Strengths:

6 Ways to Increase Engagement6 Ways to Increase Engagement

Playing to Your Strengths

Have a Goal and Focus on It1.

Playing to Your Strengths

Planning is the mostessential phase

What does success look like?

Design

Messaging

Cadence

Process

Who is your subscriber?

Playing to Your Strengths

When planning, remember,the Golden Rule of email is

quality over quantity.

Playing to Your Strengths

Use Data to Create Relevancy2.

Playing to Your Strengths

What data do you have onyour subscribers?

Relevant content is KEY in successful emailmarketing campaigns. Relevancy can be created by

sending personalized messages to segmented groupswithin your overall subscriber lists.

Playing to Your Strengths

According to MailChimp’s review of their customer data, when comparing“segmented” campaigns to non-segmented campaigns, they found …

Opens 14.47% higher than non- segmented campaigns

Unique Opens 10.55% higher than non-segmented campaigns

Clicks 58.89% higher than non-segmented campaigns

AbuseReportsAbuse

Reports6.40% lower than non-segmented campaigns

Unsubs 7.88% lower than non-segmented campaigns

Playing to Your Strengths

Capitalize on the 1:1 Conversation3.

Playing to Your Strengths

Email is the one place wheresmaller businesses can

outshine national brands

What are your successfuloffline conversations?

How can you mimic thisonline?

Playing to Your Strengths

Customers who receive emailnewsletters spend 82% more

when they buy from thecompany.

90% of consumers find custom content useful, 78% believe theorganizations behind the content are interested in building good

relationships.

Playing to Your Strengths

Streamline Your Processes4.

Playing to Your Strengths

Small businesses:Small businesses:

• Where can you removebottlenecks?

• Make the process moreefficient?

• Automate?

Playing to Your Strengths

Consider Drip Campaigns

Jupiter Research found behavioraltargeting can increase open rates by

more than 50% and increaseconversion rates by more than 350%.

Jupiter Research found behavioraltargeting can increase open rates by

more than 50% and increaseconversion rates by more than 350%.

In a Marketing Sherpa survey, 37% of respondents said they usebehaviorally targeted email to improve subscriber engagement.In a Marketing Sherpa survey, 37% of respondents said they usebehaviorally targeted email to improve subscriber engagement.

Marketo found that when leadnurturing campaigns included

behavioral targeting, open ratesrose 57%.

Marketo found that when leadnurturing campaigns included

behavioral targeting, open ratesrose 57%.

Playing to Your Strengths

Don’t Forget to Cross-Promote5.

Playing to Your Strengths

Where do you interact withyour clients?

These contact points canhelp you grow your list withideal, engaged subscribers

Playing to Your Strengths

Emails with social sharingbuttons increase click through

rates by 158%.

Email subscribers are 3 timesmore likely to share your

content via social media thanvisitors from other sources.

72% people prefer to receive promotionalcontent through email, compared to 17%

who prefer social media.

Playing to Your Strengths

Provide Incentives6.

Playing to Your Strengths

“What should be myincentive?”

Something of Value:Your Knowledge, Your Product,

Your Experience

There is such a thing as badincentive! iPads, gimmicks,unrelated items won’t bring

engaged subscribers.

Playing to Your Strengths

Incentives can increase your email listsign ups by up to 50%, but it can go

wrong…

Is it relevant? Someone signing up justfor the iPad will leave quickly or worse,

unsubscribe.

If it’s relevant- is it WORTH IT? A one-page case study might not be enticing

enough!

Recap

Have a Goal and Focus on It1.

Use Data to Create Relevancy2.

Capitalize on the 1:1 Conversation3.

Streamline Your Processes4.

Don’t Forget to Cross-Promote5.

Provide Incentives6.

Questions? Allen HammerBusiness Development ManagerDelivra

ahammer@delivra.com | 317.348.3151