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Playing to Your Strengths:Increasing Engagement withEmail Marketing
Allen HammerBusiness Development ManagerDelivra
Email MarketingOverview
Playing to YourStrengths: 6Recommendationsto IncreaseEngagement
Agenda
Email Marketing OverviewEmail Marketing Overview
The Economics of Email
Opportunity Cost:
The average ROI for every$1 invested in email
marketing was $40.56
Law of Demand:
95% of those who opt into emailmessages from brands find
these messages somewhat orvery useful.
Data: Swiftpage.com
The Economics of Email
Where Email Wins
Additional sales to existing clients and customers is the most reliable way toincrease revenue. Email Marketing is the channel best suited to grow revenue by
increasing customer satisfaction and loyalty through targeted messages.
Why do marketers love email?
Impact on Other Marketing
What happens to your leads from othermarketing channels that do not
immediately convert?
What impact could be made by staying infront of leads with longer buying cycles
using personal, targeted emails?
Playing to Your Strengths:Playing to Your Strengths:
6 Ways to Increase Engagement6 Ways to Increase Engagement
Playing to Your Strengths
Have a Goal and Focus on It1.
Playing to Your Strengths
Planning is the mostessential phase
What does success look like?
Design
Messaging
Cadence
Process
Who is your subscriber?
Playing to Your Strengths
When planning, remember,the Golden Rule of email is
quality over quantity.
Playing to Your Strengths
Use Data to Create Relevancy2.
Playing to Your Strengths
What data do you have onyour subscribers?
Relevant content is KEY in successful emailmarketing campaigns. Relevancy can be created by
sending personalized messages to segmented groupswithin your overall subscriber lists.
Playing to Your Strengths
According to MailChimp’s review of their customer data, when comparing“segmented” campaigns to non-segmented campaigns, they found …
Opens 14.47% higher than non- segmented campaigns
Unique Opens 10.55% higher than non-segmented campaigns
Clicks 58.89% higher than non-segmented campaigns
AbuseReportsAbuse
Reports6.40% lower than non-segmented campaigns
Unsubs 7.88% lower than non-segmented campaigns
Playing to Your Strengths
Capitalize on the 1:1 Conversation3.
Playing to Your Strengths
Email is the one place wheresmaller businesses can
outshine national brands
What are your successfuloffline conversations?
How can you mimic thisonline?
Playing to Your Strengths
Customers who receive emailnewsletters spend 82% more
when they buy from thecompany.
90% of consumers find custom content useful, 78% believe theorganizations behind the content are interested in building good
relationships.
Playing to Your Strengths
Streamline Your Processes4.
Playing to Your Strengths
Small businesses:Small businesses:
• Where can you removebottlenecks?
• Make the process moreefficient?
• Automate?
Playing to Your Strengths
Consider Drip Campaigns
Jupiter Research found behavioraltargeting can increase open rates by
more than 50% and increaseconversion rates by more than 350%.
Jupiter Research found behavioraltargeting can increase open rates by
more than 50% and increaseconversion rates by more than 350%.
In a Marketing Sherpa survey, 37% of respondents said they usebehaviorally targeted email to improve subscriber engagement.In a Marketing Sherpa survey, 37% of respondents said they usebehaviorally targeted email to improve subscriber engagement.
Marketo found that when leadnurturing campaigns included
behavioral targeting, open ratesrose 57%.
Marketo found that when leadnurturing campaigns included
behavioral targeting, open ratesrose 57%.
Playing to Your Strengths
Don’t Forget to Cross-Promote5.
Playing to Your Strengths
Where do you interact withyour clients?
These contact points canhelp you grow your list withideal, engaged subscribers
Playing to Your Strengths
Emails with social sharingbuttons increase click through
rates by 158%.
Email subscribers are 3 timesmore likely to share your
content via social media thanvisitors from other sources.
72% people prefer to receive promotionalcontent through email, compared to 17%
who prefer social media.
Playing to Your Strengths
Provide Incentives6.
Playing to Your Strengths
“What should be myincentive?”
Something of Value:Your Knowledge, Your Product,
Your Experience
There is such a thing as badincentive! iPads, gimmicks,unrelated items won’t bring
engaged subscribers.
Playing to Your Strengths
Incentives can increase your email listsign ups by up to 50%, but it can go
wrong…
Is it relevant? Someone signing up justfor the iPad will leave quickly or worse,
unsubscribe.
If it’s relevant- is it WORTH IT? A one-page case study might not be enticing
enough!
Recap
Have a Goal and Focus on It1.
Use Data to Create Relevancy2.
Capitalize on the 1:1 Conversation3.
Streamline Your Processes4.
Don’t Forget to Cross-Promote5.
Provide Incentives6.
