the primacy of email in marketing
DESCRIPTION
Why email marketing is still where you should place the most of your marketing efforts...TRANSCRIPT
The Primacy Of Email Marketing
By Juho Tunkelo
Why Email?
Email Is The Lowest Common Denominator - Like It Or Not Everyone Has And Uses Email
You Still Need Email To Do Anything Else - Even Social Media Etc.
The Email Frame Of Mind Is Either Important Or Friends - Either Way, Email Gets Opened
The Big Difference
People Regard Email Differently Because:
Friends Send Emails That Cannot Be Missed
Work Related Emails Cannot Be Missed
Even The Best Fun Stuff Comes In Email
Even With Filters In Place, Deliverability And Open Rates Are The Best Around In Email
How Big A Difference?
Oh About... 24 Times More Response
50 Clicks From Facebook, Twitter And Google+ Combined Versus...
1200 Clicks From Email!
It Goes Just Like This If You Simply Tend To Your Email Garden Well Enough
Best Practices
Email Regularly - Expectation Is Key To Response!
Vary Content - Just. Don’t. Be. Boring! :)
Vary Style - Sometimes Write It All In Email, Sometimes Just Send A Link, Different Personas And Situations
Don’t Forget FUN- Key To “Know-Like-Trust!”
Follow-Up Vs. Broadcast
Follow-Up: An Automated Sequence Of Messages Leading Up To Promotion
Broadcast: A One-Time Message Sent To All Or A Segment Of The List For A Specific Purpose
Timed Broadcast: A Campaign Sequence Triggered By A Click, By RSS Feed Etc.
The Subject Line
Open Rate Determines Conversion Rate!
Curiosity, Personalization, Newsy, Unexpected Benefit, Popular Tie-In, ...
Subject Lines In The Form Of A Question Tend To Work Quite Well - Experiment?!
Make Sure You Tell An Important Part Of The Story... But Leave It For Message To Complete!
Messages That Get Read
Compelling First-Person Stories And Accounts
Promises Of Unique Personal Benefit
Success Stories Fully Explained
+ Much More...
The Clickables & Call To Action
If You Include An Image, Make Sure It’s Clickable (Most Cannot Resist Clicking...)
If The Email Is In Plain Text, Include Eye Direction Towards The Link
If The Email Is HTML, Always Craft Link Text With Care - Make It A Compelling Command!
HTML Or Plain Text?
HTML: Nice Look And Consistent Imaging
Plain Text: Much Better Reliability, Focus On Message
Combined: HTML That Looks Like Plain Text - You Get Better Stats, Etc.
Emails Drive Engagement!
Orchestrated Email Broadcasts Drive Product Launch Success - All About Triggering Actions
Can Be Ad-Hoc Or Automated Launch (Rolling or Evergreen) Depending On The Situation
Well-Used Emails Generate Expectation Of More And Of Important Inclusion
In The Long Run...
Email Marketing Is The Heart And Soul Of Internet Marketing - It Drives Everything Else
It Pays To Learn The Fundamentals - Then Adapt And Test Through Repetition
Best Practices... Are The Ones You Find To Be Working Best For You.
Practice, Practice, Practice.