north lake tahoe tourism summit - email marketing to travelers
TRANSCRIPT
EMAIL MARKETING TO TRAVELERS
GROWING YOUR EMAIL DATABASE
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DON’T BOTHER
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EMAIL MARKETING IS A WASTE OF TIME
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WHAT?
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SOME QUESTIONS
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SOME QUESTIONS
Do you have a plan?
Do you have resources?
Do you have metrics?
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PageProject Name
If you have a plan, resources and understand what success looks like then by all means, pursue email marketing
But if you don’t, then don’t waste your time, and more important, don’t waste your customers’ time
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WELL THEN…
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SOME PRINCIPLES
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YOUR UNDERSTANDING OF WHAT’S VALUABLE IS NOT YOUR CUSTOMER’S UNDERSTANDING
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VALUE IS CONTENT THAT THEY WANT
Media is successful when it has a meaningful balance between content and ads–usually 80:20 +/-
Email marketing is the same
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MOST OF YOUR LIST WON’T CARE,BUT YOUR BEST CUSTOMERS WILL
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BEST CUSTOMERS ARE KEY
80% of your profitability or more is coming from 20% of your customers–these are the one that matter
Your best customers are likely heavy category users– understand what they need and give it to them
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IF YOUR EMAIL CREATES VALUE, IT WILL BE OPENED AND READ
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SURPRISE AND DELIGHT THEM
When consumers receive value that goes beyond the transactional product benefits relationship equity is created
More relationship equity means they are more likely to anticipate, value and open your emails
More opens = more sales
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GUIDELINES
Be consistent—monthly, bi monthly, weekly…
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GUIDELINES
Be relevant—create content around what your customers, especially your best customers value
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GUIDELINES
Follow up—send another email ideally with a targeted promotion to all who open—what you value
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GUIDELINES
Test everything—then test some more—but don’t be Samuel Pierpont Langley
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GUIDELINES
Mobile is very important—use an HTML template that’s been optimized for mobile
• 75% used a smartphone to access email in the last 30 days - emailmonday
• 75% of Americans delete emails if they aren’t optimized for mobile - Constant Contact
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You have three lines to convince people to open your email
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From
Subject
First line of text
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GROWING YOUR LIST
Make it easy to join
Communicate the benefits of joining
Provide an incentive to join
Plug the leaky bucket—deliver value consistently
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BIGGER SUBJECT THAN TIME ALLOWS
Email marketing that creates value, creates value for everyone
Have a plan and use the plan
Measure whats working—do more of that
Mobile is very important
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QUESTIONS?
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THANK YOU!
ContentManagementSystem
Red8 Interactive San Francisco, CA St. Louis, MO
James Hipkin [email protected] 415.789.3685