email marketing: getting beyond the inbox
TRANSCRIPT
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
122,500,453,020 emails are sent every hour
Can anyone really keep up?
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Marketers sent over 838 billion emails in 2013.
(almost 3x the number of stars in the Milky Way)
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
nurture prospective
clients, students, or donors
What can email do for you?
Plenty.
deepen existing relationships
event promotion
14
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
of consumers prefer to recievecommercial communications via email.
74%
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Components of an Email • List • Content • Graphic Design • Subject Line • Calls to Action • Sender Profile • Scheduling
• Content Calendar • Analytics
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Email Copy and design • clear and concise • visualizations (photos, info graphics, video thumbnails • Personalization
• Not just their first name “Hello Jane!” • Leveraging CRM data to make your email
communications relevant to the recipient • See segmenting your audience later
• Social media links •CAN SPAM Compliance
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
•According to the 2014 Science of Email Marketing Report (Hubspot/Litmus), having that first name personalization increases your click through rate from about 5.8% to about 7%.
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
80%reademail on mobile
48%mobileopens
Mobile matters. Meet your audience where
they want to talk.
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Subject Lines • Any favorite subject lines or style? • Question based? Action based? • [Leading] tags • Using Humor
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Calls to Action • Multiple click through options or just one? • Driving to website? Where on site?
Homepage? Contact us? Blog? External landing page?
• Prominent and bold • Graphic in nature (buttons/images)
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Segmenting Your Audience • Customer vs. prospect • By industry • Title • Geography, if for events
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Email Service Providers
DIY Mailchimp
Constant Contact
Enterprise Exact Target
iContact Cheetah Mail
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Multichannel Integration • Targeted campaigns • Print • Social media • Landing Pages
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Analytics • Open Rates • Click Through (CTR) • Hard/Soft Bounces • Unsubscribes • A/B Testing
CONTACT MADE
Getting beyond the inbox.
Ron Bauman [email protected] @ronaldbauman
Sources and References • www.hubspot.com • www.mailchimp.com • www.exacttarget.com • www.econsultancy.com • www.marketingsherpa.com • www.marketingprofs.com
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www.crwconnect.com !