email marketing workshop part 1: email bootcamp

83
Email Marketing Essentials Joel Book Principal, Marketing Research & Education Group @joelbook / #ExactTarget Basics and Best Practices for Planning and Managing Effective Email Communications Programs

Upload: vivastream

Post on 18-May-2015

816 views

Category:

Technology


2 download

TRANSCRIPT

Page 1: Email Marketing Workshop Part 1: Email Bootcamp

Email Marketing Essentials

Joel BookPrincipal, Marketing Research & Education Group

@joelbook / #ExactTarget

Basics and Best Practices for Planning and Managing Effective Email Communications Programs

Page 2: Email Marketing Workshop Part 1: Email Bootcamp
Page 3: Email Marketing Workshop Part 1: Email Bootcamp

Email Marketing has shifted from a one-waybroadcast to a data-driven one-to-one dialogue.

One Size Fits All

Precision Dialogue has Replaced Mass Messaging

Page 4: Email Marketing Workshop Part 1: Email Bootcamp

US Email Marketing Spending: $2.4B by 2016

Page 5: Email Marketing Workshop Part 1: Email Bootcamp

• Aids the Buying Process• Keeps Customers Engaged• Accelerates Customer Service

Page 6: Email Marketing Workshop Part 1: Email Bootcamp

How Online Consumers Begin Their Day

58% of Online Consumers Begin the Day With Email.

Full report available at www.exacttarget.com/sff

Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning

Page 7: Email Marketing Workshop Part 1: Email Bootcamp

“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research

“E-Mail Marketing Comes of Age.”

Page 8: Email Marketing Workshop Part 1: Email Bootcamp

75% of social media users say email is the best way for companies to communicate with them.

MarketingSherpa, 2010

Page 9: Email Marketing Workshop Part 1: Email Bootcamp

EMAIL DOMINATES SMARTPHONE USE

Page 10: Email Marketing Workshop Part 1: Email Bootcamp

Email Marketing InnovatorsReal Marketers Real Solutions

Real Results

Page 11: Email Marketing Workshop Part 1: Email Bootcamp

Belk Uses Email+Mobile Updates to Promote Special In-Store Events and Sales

Belk Newspaper Insert Belk Customer Email

Belk Facebook Page

Page 12: Email Marketing Workshop Part 1: Email Bootcamp

Webinar Invite Product News

Customer Newsletter

Product Launch

Event Invitation

Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy

Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support relationship management efforts of HDS field sales managers• Deliver relevant content to IT professionals in 30 regions and in 18 languages

Page 13: Email Marketing Workshop Part 1: Email Bootcamp

Joel,

DonorsChoose.org Used Email to Drive Donations of $500K

for Joplin Classrooms

Irving Elementary SchoolJoplin, MOMay 22, 2011

Page 14: Email Marketing Workshop Part 1: Email Bootcamp
Page 15: Email Marketing Workshop Part 1: Email Bootcamp

• Email Marketing Strategy• Email Subscriber Acquisition• Email Content Personalization• Email Design• Testing & Measurement• Deliverability

Email Marketing Essentials

Email Marketing Essentials

Page 16: Email Marketing Workshop Part 1: Email Bootcamp

• Published September, 2010• Findings based on surveys with 1,115

email marketing professionals• Top email marketing challenges for

2011 • Special sections on email tactics, list

growth, relevancy, deliverability, and metrics

• Testing and optimization methods for 2011 and much more

New Research and Insights for Accelerating Email Performance

The 2011 Email Marketing Benchmark Report

http://www.sherpastore.com/2011EmailMarketingBMR1.html

Page 17: Email Marketing Workshop Part 1: Email Bootcamp

Email Marketing Strategy

Email Marketing Essentials

Email Marketing Essentials

Page 18: Email Marketing Workshop Part 1: Email Bootcamp

Most Effective Ways to Use EmailMarketing• Aid the purchase decision-making of prospective customers. Provide

relevant content that informs and persuades.• Retain existing customers. Deliver information that reinforces the brand

relationship.• Fuel Word-of-Mouth! Invite subscribers to “share” email with work

colleagues and friendsSales• Nurture leads; Provide information that aids purchase decision• Drive repeat purchase or renewal• Deliver offers triggered by customer behavior or customer insight

Service• Keep customers informed of product updates and special offers• Invite customers to attend special events• Use email to respond to inquiries, questions and problems

Page 19: Email Marketing Workshop Part 1: Email Bootcamp

The Customer Life Cycle

Brand Loyalty

Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected and informed.

Business Getting Business Keeping

Product Inquiry

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Life Cycle Email Campaigns are Most Effective

Page 20: Email Marketing Workshop Part 1: Email Bootcamp

Marketing Goal

Email Program

Life CycleStage

Attract Engage Convert Serve

• Send Welcome Email; Thank customer for subscribing

• Provide link to Preference Center; Invite customer to identify product needs and interests

• Provide information and links to website content to aid purchase decision

• Send invitations to webinars and live events

• Invite product demonstration or trial

• Provide links to endorsements and videos from satisfied customers

• Reinforce the value they will receive from becoming a customer

• Thank customer for purchase; Promote related products/services

• Invite feedback and reviews

• Send product news and service updates

• Send triggered alerts re product usage / service reminders

• Provide links to product-related resources on website

Reward

• Invite customer to join user group on website

• Provide incentive to renew or repurchase

• Send purchase-triggered cross-sell /upsell offer

Product Awareness

Product Evaluation

Product Purchase

ProductUsage

Repurchase/Renewal

BrandLoyalty

Retain

• Ask for referral to friend or colleague

• Invite customer to contribute content for blog or newsletter

• Reward customer for loyalty.

The Customer Life Cycle

Life Cycle Email Campaigns are Most Effective

Page 21: Email Marketing Workshop Part 1: Email Bootcamp

Framework for Planning End-User Email Programs

Contact Type(User / Non-User)

When

Where

How

Why

What Offer or Information

Timing / Trigger

Interest or Need(Declared / Inferred)

Landing Page for Conversion

Metrics for Measurement

Product Awareness

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Brand Loyalty

Email Programs

Email Programs

Email Programs

Email Programs

Email Programs

Email Programs

Who

The Customer Life Cycle

Page 22: Email Marketing Workshop Part 1: Email Bootcamp

Email Content Personalization

Email Marketing Essentials

Email Marketing Essentials

Page 23: Email Marketing Workshop Part 1: Email Bootcamp

Content Personalization Methods

Page 24: Email Marketing Workshop Part 1: Email Bootcamp

Real-Time TriggeredBehavior DrivenPersona DrivenProfile DrivenBlast Driven

1.1%Conversion Rate

2.8%Conversion Rate

3.9%Conversion Rate

>10%Conversion Rate

Relevance and Timing are Keys to Email Effectiveness

Triggered Email Communications Produce 10X Better Conversion than “Batch ‘n Blast Email

Page 25: Email Marketing Workshop Part 1: Email Bootcamp

Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”

Effective Email Marketing is Data & Technology Enabled

Page 26: Email Marketing Workshop Part 1: Email Bootcamp

Data Acquisition / Lead Scoring

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Products Purchased

CustomerDemographics

Customers & Prospects

Database Management

Segmentation and Program Planning

ProspectiveCustomers

Iden

tify

Customers with Specific Needs

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Marketing Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Tactic• Timing

Segment C• Offer/ Message• Tactic• Timing

Segment B

• Offer/ Message• Tactic• Timing

Land

ing

Page

/ M

icro

site

Prog

ram

Per

form

ance

Mea

sure

men

t

Cross-Channel Marketing

Email Works Best When Teamed with Other Media

Response Tracking/ Reporting

Page 27: Email Marketing Workshop Part 1: Email Bootcamp

Lawn Care Update Teaches Consumers When and How

to Use Scotts Products to Get Best Results

Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.

Page 28: Email Marketing Workshop Part 1: Email Bootcamp

What’s New• Regional advice, not just product recos

• More articles, videos, & Scotts products

• Ability to contact Scotts (& picture identifier)

• Calendar function: create your own lawn care plan

• Share on your social networks

• Supply List

• Synchs with Scotts.com registration

• Links to coupons & offers

• Content from ATG is pushed via API to synch local advice on the app, bringing the customized lawn advice to consumer’s mobile devices.

What’s Coming• Ability to measure your lawn size with GPS• Social badging based on activities• Gaming

My Scotts Lawn App 2.0

Page 29: Email Marketing Workshop Part 1: Email Bootcamp

Websense Uses Email to Promote its Webinars

Page 30: Email Marketing Workshop Part 1: Email Bootcamp

Example: Websense Pre and Post Webinar Communication

How Email Automation is used:• Prospects are invited to attend a webinar• Webinar registration is confirmed• Webinar reminder is sent• Post webinar survey is sent to attendees• All prospect activity tracked in CRM

Email Automation Workflow

Page 31: Email Marketing Workshop Part 1: Email Bootcamp

Volvo Uses Email to Help Dealers Sell New

Construction Equipment

Page 32: Email Marketing Workshop Part 1: Email Bootcamp

Volvo Uses Email to Help Dealers Sell Used

Construction Equipment

Page 33: Email Marketing Workshop Part 1: Email Bootcamp

Data cleansing

Confirmation email

Lead report emailed to Field Sales Manager

Microsoft Dynamics CRM enables Field Sales Managers to track lead activity

Information Request (Website)

Example: Volvo Construction Equipment Lead Workflow

Page 34: Email Marketing Workshop Part 1: Email Bootcamp

Email Subscriber Acquisition

Email Marketing Essentials

Email Marketing Essentials

Page 35: Email Marketing Workshop Part 1: Email Bootcamp

Attract• Use SEO to attract potential customers to your website• Leverage social media. Invite “Fans, Followers, & Viewers” to Subscribe• Promote email sharing (Your Brand Fans are Your Best Marketers)

Guidelines for Effective Email Subscriber Acquisition

Engage• Design your website/landing page to drive opt-in. Keep it simple.• Give visitors a “reason” to subscribe; Provide an incentive• Show example of the email(s) the subscriber will receive.

Serve• Send Welcome Email to thank the customer for subscribing• Invite subscribers to identify needs, interests, preferences• Ask “Who else could benefit from this information?”

Page 36: Email Marketing Workshop Part 1: Email Bootcamp

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Networks

Broadcast Advertising

Public Relations

Webinars

Search Engine Marketing

Word of Mouth

Online Advertising

Corporate Blogs

Website

Websites have become the “Hub” of Marketing

Page 37: Email Marketing Workshop Part 1: Email Bootcamp

Company Websites are Trusted Most by Consumers

Page 38: Email Marketing Workshop Part 1: Email Bootcamp

Use Search to Attract Subscribers to Your Website

Lead Generation

Online Advertising

Print Advertising

Marketing Events

Acquisition Tactics

Social Networks

Search (Paid and Organic) 87% of commercial website traffic comes from organic search.

Source: Forrester Research

Website Visit

The Customer Life CycleProduct

EvaluationProduct Purchase

Product Usage

Re-Purchase/Renewal

Brand Loyalty

93% of business buyers go online to research products and suppliers.”Source: MarketingSherpa

Page 39: Email Marketing Workshop Part 1: Email Bootcamp

Example: HP Technology at Work

Articles are personalized to subscriber-defined interests and preferences.

Events are personalized based on location, HP products used or defined interests.

Deals are personalized to HP products purchased or relevant to SMB technology needs.

Page 40: Email Marketing Workshop Part 1: Email Bootcamp

HP invites subscribers to identify preferences for newsletter content

HP uses SEO to attract SMB technology buyers to its website and invites them to subscribe to Technology at Work

Page 41: Email Marketing Workshop Part 1: Email Bootcamp

HP explains why these questions are being asked and how information will be used to customize Technology at Work

Page 42: Email Marketing Workshop Part 1: Email Bootcamp

© 2009 Online Marketing Connect

75% of social media users say email is the best way for companies to communicate with them.

MarketingSherpa, 2010

Page 43: Email Marketing Workshop Part 1: Email Bootcamp

To Monetize Social Media, Convert Fans & Followers to Email Subscribers

Fans & Followers are Good. Customers are Better.

Conversion Metrics

Page 44: Email Marketing Workshop Part 1: Email Bootcamp

CROCS CONVERTS 2000+ FACEBOOK FANS TO EMAIL SUBSCRIBERS EACH WEEK

Page 45: Email Marketing Workshop Part 1: Email Bootcamp

SCOTTS INVITES FACEBOOK FANS TO

BECOME SUBSCRIBERS.( And 50% Convert! )

Page 46: Email Marketing Workshop Part 1: Email Bootcamp

93% of internet users turn to Email to share content.Source: “Content is the Fuel of the Social Web”

AOL and Nielsen Online, April 2011

Page 47: Email Marketing Workshop Part 1: Email Bootcamp

DREAMFIELD’S USES EMAIL TO FUEL WORD OF

MOUTH MARKETING

Email Subscribers• Consumers: 454,000+• Healthcare Pros: 40,000+

In 5 years, Dreamfields has grown sales from $5 Million to $25 Million!

Page 48: Email Marketing Workshop Part 1: Email Bootcamp

Hitachi Attracts Subscribers through Content Sharing

Emails are designed to make it easy for subscribers to share articles, respond to offers and access content on the Hitachi Data Systems’ website.

“Share This”

Page 49: Email Marketing Workshop Part 1: Email Bootcamp

Subscriber Acquisition

Great ways to build lists• Paid search to drive traffic to a registration form• Incentives – coupons, whitepapers, downloads• Leverage Social Media – Invite subscribers to

“share” email with followers and friends on social networks• Ask for permission – even verbal is better than none• Direct Co-Registration (partner directly with a site – have that

site ask its users if they want to opt-in)

Page 50: Email Marketing Workshop Part 1: Email Bootcamp

Subscriber Acquisition

Awful ways to build lists• Buying lists, or appending email addresses• Emailing to trade show attendee lists• Emailing to public association lists• Obtaining addresses from websites (harvesting)• Indirect Co-registration (“targeted” lists where the recipient never

was told they’re going to receive email from you specifically)

Page 51: Email Marketing Workshop Part 1: Email Bootcamp

Email DesignEmail Marketing Essentials

Email Marketing Essentials

Page 52: Email Marketing Workshop Part 1: Email Bootcamp

Email Design Best Practices

1. Visually Organize for Eye-Tracking2. Design for the Preview Pane3. Optimize for Image Blocking4. Engage with Eye-Catching Design5. Use Graphics to Guide the Eye

Page 53: Email Marketing Workshop Part 1: Email Bootcamp

Tip #1Visually organize for eye tracking. Use a wireframe.

1. Content Variety

2. Eye-catching words

3. Break up text & bullets

4. Relevant images

5. Hyperlinks

Page 54: Email Marketing Workshop Part 1: Email Bootcamp

Tip #2 Design for the Preview Pane –The majority of subscribers won’t go beyond this point.Check List:• Header depth• Alt tags • Primary message• Pre-headers• Image Placement

Images On:

Images Off:

Page 55: Email Marketing Workshop Part 1: Email Bootcamp

Tip #3Don’t ignore image blocking – the majority of subscribers have images blocked by default.

• Alt tags aren’t silver bullets

• Message is hidden behind grey blocks and red “x”s

• A blocked message can’t entice higher opens and clicks.

Page 56: Email Marketing Workshop Part 1: Email Bootcamp

Tip #4Engage with Eye-Catching Design TechniquesWhy this design works• Logo is in upper left• TOC appears in in upper left

quadrant• Article descriptions are short with

links to full article on website• Shaded backgrounds and color

headers designate content areas• Multiple social sharing options via

Facebook, Twitter, LinkedIn, etc.• Type font and size are easy to read.

Example: B-to-B

Page 57: Email Marketing Workshop Part 1: Email Bootcamp

Why this design works• Emotional, relevant imagery• Clean, uncluttered graphics• Color backgrounds & borders

for content areas• Buttons, color links to entice

responsive action• Clear call-to-action• Interactive zones invite

engagement: “Suggestions” and “Tell us about Yourself”

Example: B-to-C

Tip #4Engage with Eye-Catching Design Techniques

Page 58: Email Marketing Workshop Part 1: Email Bootcamp

Tip #5Guide the eye with graphic intention

Performance-driven design guides the eye seamlessly and strategically through the message:• from the preview pane to the opened email

• capturing the eye at desired engagement stops

• landing at the calls-to-action.

Page 59: Email Marketing Workshop Part 1: Email Bootcamp

Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.

In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles That Will

Drive Customer Engagement2. Taking Design Beyond Email. 5 Easy Ways to Improve

Conversions Across All Interactive Channels3. Designing for Today. Eight Tips on Designing for

Outlook 2007 and 2010

The Email Design Toolkit

Download at the RESOURCES section of www.exacttarget.com

Page 60: Email Marketing Workshop Part 1: Email Bootcamp

Landing Page Best Practices

1. Make landing page design, headlines, and content relevant to the email’s offer or call to action.

2. Remove any unnecessary distractions including other ads, promotions, navigation, etc.

3. Make sure the Landing Page has one specific objective. Don’t force the subscriber to make multiple decisions.

4. All content on page should “state” or “support” the value proposition and objective of the landing page (i.e. capture email opt-in, place order, register for event, etc.)

Page 61: Email Marketing Workshop Part 1: Email Bootcamp

The form is lengthy and asks for 11 different pieces of information to subscribe to a “free” publication.

These extra fields and steps create friction, making it more time consuming and aggravating to complete the offer form.

Landing Page (Before)Objective: Drive Signup for Free Email Newsletter

Problem

Page 62: Email Marketing Workshop Part 1: Email Bootcamp

The form has been reduced from 11 fields to just 3. The flow of the entire page is shortened, thereby substantially reducing friction and increasing conversion.

If additional fields are needed to gather necessary subscriber data, do this post-conversion in the “Welcome Email.”.

Landing Page (After)

Solution

Page 63: Email Marketing Workshop Part 1: Email Bootcamp

15.57% Increase In Conversion

Not this But this- 53.28% Decrease In ConversionThe flow of the two

column design on the left required the customer to “go back” toward the top of the page to see the entire offer. This resulted in a 53.28% drop in conversion.

The simple vertical layout produced a 15.57% increase in conversion!

Landing Page Best Practice Example: Layout

Page 64: Email Marketing Workshop Part 1: Email Bootcamp

Make sure the email creative and landing page creative are consistent. If they don’t conversion will suffer.

Landing PageEmail

Landing Page Best Practice Example: Creative Continuity

Page 65: Email Marketing Workshop Part 1: Email Bootcamp

Testing and Measurement

Email Marketing Essentials

Email Marketing Essentials

Page 66: Email Marketing Workshop Part 1: Email Bootcamp

NOTE:Insights gained from testing may be applied to ALL Marketing Channels: (TV, Radio, Print, Tradeshows, Websites, Email, Social & Search)

1. Subject Lines2. Sender Lines3. Personalization4. List Segmentation5. Greeting Text—Content6. Greeting Text—Style7. Body Text—Content8. Body Text—Style 9. Closing Text—Content 10. Closing Text—Style

11. Images12. Offer / Promotions13. Response Buttons14. Day / Time Sent15. Color 16. Coupons17. Pricing 18. Free Trial 19 HTML vs. Text-Only20. Unsubscribe

21. Taglines22. Creative23. Press mentions 24. Store Locations25. Phone Numbers26. Animations27. Charts28. Strikeouts 29. Signatures30. Testimonials

31. Landing Page32. Polls / Surveys33. Call to Action34. Sound35. Numbering36. Themes37. Discounts38. Refer a Friend39. Click to Talk40. Email Sign-up

Email Campaign Elements for Testing

100s of Potential “Success Factors”

Page 67: Email Marketing Workshop Part 1: Email Bootcamp

Elements Tested Most for Optimizing Email Performance

Page 68: Email Marketing Workshop Part 1: Email Bootcamp

Sender and Subject Lines

Sender and subject lines are your first impression!

• Most important factor in decision to open/delete– 60% read sender name/address first – 54% read subject line second

• Have direct impact on open, click, conversion and complaint rates -- your bottom line

• Subject Line testing should be mandatory!

Page 69: Email Marketing Workshop Part 1: Email Bootcamp

To Determine Best Subject Line . . . TEST!

Tips for More Effective Subject Lines Get their attention! (You have about 2 seconds!)

Good: “A Special Offer Just for You” Better: “Download Your $20 Victoria’s Secret Savings Coupon Now.”

Use your company or brand name in subject lines.

Use shorter subject lines (35-45 characters). More effective.

Check click-through statistics from email campaigns or keyword search results on your website before writing a subject line. Use most popular keywords in your subject line.

Test multiple subject lines a day ahead and send the winner.

Page 70: Email Marketing Workshop Part 1: Email Bootcamp

What’s on Your Dashboard? Key Email Metrics

Page 71: Email Marketing Workshop Part 1: Email Bootcamp

Deliverability

Email Marketing Fundamentals

Email Marketing Essentials

Page 72: Email Marketing Workshop Part 1: Email Bootcamp

Don’t Take Deliverability for Granted!FACT: 1 in 5 emails sent never sees the inbox

X

Page 73: Email Marketing Workshop Part 1: Email Bootcamp

SOURCE: Marketing Sherpa & Q Interactive

56% consider messages from known senders to be spam if they aren’t “interesting”

50%consider messages from known senders that are sent too frequently to be spam

48% are using “report spam” buttons for reasons other than to report unsolicited email

What Consumers Consider Spam

Page 74: Email Marketing Workshop Part 1: Email Bootcamp

It’s All About Your Reputation!

Page 75: Email Marketing Workshop Part 1: Email Bootcamp

What is Email Reputation? Why Does it Matter?

• Your email reputation is how ISPs view you and your email.

• Reputation is driven by complaints; Unclear opt-in practices drive complaints

• Email reputation controls access to the inbox:• Bad reputation: Emails trapped in spam folder or are blocked• Good reputation: Emails delivered to the Inbox

• Your Sender Reputation is based on:• Spam complaints• Spamtrap hits• Delivery-vs-bounce percentages• Authentication (Sender ID, Domain Keys, SPF)• Third-party blacklistings

• ISPs plan on more domain-based measures in future

Page 76: Email Marketing Workshop Part 1: Email Bootcamp

Using SenderScore.org from Return Path

0-100 Score. Higher is better

Check your Reputation! Use Return Path’s free www.SenderScore.org tool.

Page 77: Email Marketing Workshop Part 1: Email Bootcamp

Building a Good Sender Reputation

1. Earn the subscriber’s trust! Use an honest, straightforward opt-in process to start your relationship effectively.

2. Serve your subscribers. Deliver relevant content. (If people don’t want your mail, your reputation suffers.)

3. Comply with CAN-SPAM (as a starting point, not finish point)

4. Honor unsubscribe requests.5. Remove addresses when they bounce.

Page 78: Email Marketing Workshop Part 1: Email Bootcamp

Building a Good Sender Reputation

6. Unsubscribe people who file spam complaints.

7. Don’t play games with permission.8. Send people only what they expect.9. Use clear, easy-to-understand processes for opting in

and unsubscribing.10. Don’t buy lists, don’t append. Purchased or Rented

lists will kill you. It causes reputation and blocking issues that are hard to fix.

Page 79: Email Marketing Workshop Part 1: Email Bootcamp

Your Reputation is at Stake. Protect it.

The Reputation EquationHow to Monitor and Manage Your Email Sender Reputation.

Download from the Resources section at www.exacttarget.com

Page 80: Email Marketing Workshop Part 1: Email Bootcamp

10 Tips for Effective

Email Marketing

Page 81: Email Marketing Workshop Part 1: Email Bootcamp

1. Design your websites(s) to engage visitors. Provide access to useful content; Use SEO (Search Engine Optimization) to attract prospective customers to your website.

2. Invite website visitors to subscribe to email. Give them a “reason” to subscribe. Tell them what they will receive.

3. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Provide an incentive (i.e. coupon) to take action.)

4. Create a Subscriber Preference Center. Use it to identify needs and interests. Use that data to deliver relevant, timely content.

5. Develop email programs specifically for each stage of the customer life cycle.

10 Tips for Effective Email Marketing

Page 82: Email Marketing Workshop Part 1: Email Bootcamp

6. Pre-Sale. Use email to provide information that aids the customer’s decision-making process.

7. Post-Sale. Use email to keep customers engaged. Deliver information that enhances the product usage experience.

8. Integrate email with mobile. Invite email subscribers to opt-in to receive text alerts about special promotions or events on their smartphones.

9. Follow proven design techniques for email and landing pages. Test and refine to optimize performance.

10. Integrate email technology with CRM, e-commerce and reservation systems; Automate triggered sending based on customer data, transaction or event.

10 Tips for Effective Email Marketing

Page 83: Email Marketing Workshop Part 1: Email Bootcamp

Thank You!Joel BookExactTarget, Inc.

[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook