Patrick ShannonDirect Marketing Associate, AIS Media, Inc.
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TOP 3 GOALSfor Email Marketing
1. Amplify brand awareness = Visibility2. Drive the right website traffic = Intention3. Increase visitor conversions = New Patients
What Really Works
EMAIL MARKETING
Unsung Hero
Top Digital Marketing Trends2012
Email remains the “workhorse” of direct digital marketing.
– Forrester Research
Email is the most effective way to acquire customers [nearly 40x more effective than Facebook and Twitter combined], 91% of U.S. consumers use email daily.
McKinsey & Company
Email marketing has an average return on
investment (ROI) of $44.25 for every dollar spent.
Direct Marketing Association
4,300% ROIDirect Marketing Association
Source: Litmus
Why Email? COST-EFFECTIVE
IMMEDIATE PERSONAL TRACKABLE
VERSATILE
Build Your List
77% prefer to
receive permission based marketing messages through email
Exact Target
Map Out Your Content Strategy:Attract & Interact With Your Audience Using Quality Content
Website
Giveaways
Social Media
Segment
Types of Segmentation
GEOGRAPHICAdding a little local flavor to your emails can help
give prospects the feeling that you know and
understand their situation
BEHAVORIALSegmenting based on
behavior is another easy way to provide relevant
and timely information to prospects
PURCHASING POWERPosition within a company is
another valuable way to segment your audience. It ensures that you are providing the right content to
drive decisions
50%Open Rate
CTR30%
Source: Litmus
What’s Your Offer?
What makes a good offer:1. Valuable to your audience
2. Aligns with your
products/services
3. Targeted to where your
audience is in the sales process
How to leverage an offer:1. Create targeted offers
2. Use the offer to gather
information
3. Use effective calls-to-action
4. Track the results
Compelling Content
Content Checklist:1. Relevance To The
Audience
2. One Central Idea
3. Clear CTA
4. Compelling Subject Line
Tip #1Write Email copy with value
Ask Yourself:1. Is it going to add more
knowledge to my subscriber?
2. Is it going to solve their most pressing problems?
3. Is it worth their time?
Tip #2 here
Tip #2Email body should be short and concise
Compelling Copy:1. Establish Relevancy
2. Write In the Second Person
3. Talk About Benefits, Not
Features
4. Use Actionable Language
5. Be Brief
Tip #3Display Your CTA
near the top of the page
CTA
CTA
Tip #4Keep subject lines 50 characters or less for maximum impact
64% say they open an email because of the subject line.
– Salesforce
How to Avoid Spam:1. Bright RED or GREEN fonts
2. Exclamation points!!!!!!!!!!!
3. USING ALL CAPS
4. Phrases like: “Click here!” or “Once in a lifetime opportunity!”
Design For Mobile
Dec-1
3
Jan-
14
Feb-1
4
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
Aug-1
4
Sep-1
4
Oct-14
Nov-1
4
Dec-1
40%
10%
20%
30%
40%
50%
60%
70%
80%
Desktop-Centrick
Mobile-Aware
Responsive
Mobile Friendly EmailsHow are B2C brands sending their promotional emails?
Responsive DesignPropels Email Performance
63.3%
36.7%
Mobile vs. Desktop Open Rates
Mobile Desktop
Dental & Orthodontic Email Marketing Statistics
http://www.benchmarkemail.com/resources/manuals/dental-and-orthodontic/industry-statistics
41%
37%
2%
20%
Engage in Email Campaigns
No Plan to No longer Yes
55%
3%3%
1%
38%
Send Frequency
Monthly Every two months Quarterly Seasonal or Annual Greater than monthly
53%
19%
15%
2%
11%
List Size
Less than 500 500 - 1,000 1,000 - 3,000 3,000 - 5,000 5,000+
Elements
*Source: WebDAM (2014)
Emails with social sharing buttons increase click-through rates (CTRs) 158%
Linking:
Timing is Key
Email Opens by Time of DaySubscribers are likely to open email after 12pm
and the most active hours are 2-5pm.
Email Opens by Day of WeekMost emails are sent between Monday & FridayTuesday & Thursday are the highest-volume days
Reporting
Customers by Industry Open Click Bounce Unsubscribe
Health & Fitness 24.27% 3.64% .83% .14%
Medical, Dental & Healthcare 22.76% 3.07% 1.25% .29%
Pharmaceuticals 17.79% 2.62% 1.27% .24%
Email Campaign Statistics
Search Engine Optimization (SEO)Client Case Study: Strategic Outsourcing, Inc.
With annual revenues exceeding $2.5 billion, SOI is the third largest privately-held professional employer organization (PEO) in the United States. SOI recognized that they were lacking in overall brand awareness and online visibility when compared to their top competitors.
AIS Media developed a comprehensive content marketing and SEO program to increase brand awareness and online visibility for SOI’s 22 regional offices.
Email is a valued channel across nearly all message types:
1. Patient care (49%)2. Health tips (68%) to 3. Seasonal reminders
and payment reminders (56%)
Source: TeleVox)
What This Means: Keep your organization top-of-
mindDevelop patient relationships
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Smarter SEO (organic and paid) Must-open E-mails Compelling Content High-impact, Responsive Website Design Accountable Strategies for Higher ROI And much more…
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