Building a Successful Email Campaign

We will be starting at 19:00 GMT

InTouch Success Centrehttp://support.intouchcrm.co.uk/

https://www.facebook.com/intouchcrm

https://twitter.com/intouchcrm

http://www.linkedin.com/company/intouchcrm

Matthew Ruddle

Customer Success Director

@MattRuddle

http://www.linkedin.com/in/matthewruddle

Agenda

• The Basics

• Creating an Email with Purpose

• Subject Lines

• The Black Arts – Things people forget but

have a BIG impact

• Q & A

• Final Thoughts

The Basics

Jargon….BUSTED

• Subject Line – The headline of the email

• Bounce Rates

• Spam Traps

• Segmentation

• Opt Out

• Rental List

• CTR

• CTA

List Hygiene

• People just blast and blast and blast – cull when needed

• How up to date is your data?

• Opted in or Purchased?

Segment

• Smaller is better – It’s not about one size fits all

• Smaller segments mean you can experiment and test different things

Creating an Email

with Purpose

What’s your Goal

www.intouchcrm.com

Keep in touch with your customers

Raise Brand Awareness

Who are you going to communicate

with?

Subject Lines

–

The Art of the Open

What Makes a Good Subject LinePersonalise it!

Personalistion delivers up to 6 X the normal open rates

No Mixed Messages – To the point

Avoid SPAM Words

• Help / % off / Reminder• Donate / Assistance• [Internet Slang] WTF, Epic

Win, Epic fail, etc.• Claim / Earn / Easy, etc., etc.

Mix Things Up

• Play on Curiosity

• Try Adding “FW:” to the start of the subject line or “RE:” but be careful not to over use

• Give them an incentive to open – why should they open?

Other Key Points

• NO YELLING!

• Don’t Go Punctuation Crazy!?/!;’![]

• Keep it short and sweet

New Trends with Subject Lines

• Mobile continues to shorten subject lines

• More Hashtags appear in Subject Lines

The Black Arts!

-

Things people forget but have

a BIG Impact

From Address – Missed Opportunity!

• DO NOT JUST USE THE COMPANY NAME• DO NOT USE “DoNotReply@”

• BEST THING: -• [Name] from [Company]• Matthew from InTouch

A Named Person! The Company…. Instant Recall!

From Address – Missed Opportunity!

Regularity – Not out of the blue… Surprise!!!

• Don’t just send whenever you feel like it

• Time it and stick to it – people look out for it

From Address – Missed Opportunity!

• DO NOT JUST USE THE COMPANY NAME

• BEST THING: -• [Name] from [Company]• Matthew from InTouch

Email Content

Simplicity of Design

Keep it Relevant

• Ask yourself – does the Subject Line Match the Content?

More Personalised

• Use the data you’ve got to personalise it• Not just Name but Company name and

any other relevant info

Engage with your audience

• Use Videos• Images (Gifs which are animated, etc)• Make your email jump off the screen

Clear Call To Actions!

• Have a clear action/path for customers to take

• Make it easy, visible and logical• Don’t add too many

Add Value

• Offer people something in exchange for their attention

• Ebooks, discount vouchers, etc• Don’t leave money on the table

Crimes of Email Marketing

Making the email just one image

• Bypasses Spam Filters – which mean they stick you in junk

• If people don’t download the images….. They see nothing

Information Overload

• Turning your email into War and Peace

Too Many Calls to Actions

Q & A

Final Thoughts

Email should be part of an holistic approach to communicating with your customers

Analyise the data available

Test and measure different ideas

What’s Next?

When is the next Webinar?

• 29th of April / 1900hr GMT

• What’s it on? Reporting – Get the information you want!

• https://intouchcrm.clickwebinar.com/Reporting/register

InTouch Success Centrehttp://support.intouchcrm.co.uk/

https://www.facebook.com/intouchcrm

https://twitter.com/intouchcrm

http://www.linkedin.com/company/intouchcrm