you’ve got email...email is an effective marketing channel 122% return on investment for powered...
TRANSCRIPT
YOU’VE GOT EMAILK E R E L C O O P E R
#INBOUND19
A little about me…
The Importance of Email #10yearchallenge
2009 2019
Emailis how I stay current
My Inbox
GMAIL.COM
My Inbox
GMAIL.COM
EMAIL: THE NEW HOMEPAGE
“Publishers have historically treated their home pages as
their waterfront property, with a finite amount of space
and availability that creates a trickle-down effect of high
demand and premium pricing.”
Craig Kostelic
Head of Revenue, Bon Appétit & Epicurious,
The Food Innovation Group
Why is email important to your business?
Consistent way to build
relationships1
Critical channel to have
consistent touchpoint2
Customer retention3
Why are
marketers so
confident
about email?
Email is Everywhere
5.4Hours people
spend in email
3.7BActive email users
around the globe
72%Of people prefer
email content
Source: https://www.entrepreneur.com/article/320279
Email is an Effective Marketing Channel
122%Return on Investment
for powered by email
marketing
89%Marketers say email
is most important
piece of data
Email is your
Digital Passport
• Social
• Purchases
• Subscriptions
• OTT
You access your
inbox everywhere
• 100% logged-in
• 60% mobile-first
• 25% of people check
their email before
getting out of bed
What do Marketers want?
AWARENESS
CONSIDERATION
CONVERSION
RETENTION
Leveraging
email marketing
at every stage
of the funnel
Awareness Best Practices
• Segment and personalize
• Let your brand shine
• Have a strong CTA
• Brand consistency
Cart Abandonment Best Practices
• Timing is everything
• Subject lines are key
• Personalize by including the right product
• Strong CTA is important
Conversion Best Practices
• Color and Imagery
• Directional Cues
• Great Subject Lines
• Strong CTA is important
Retention Best Practices
• Educate your customers
• Witty subject lines
• Kill two birds with one stone (educate + upsell)
❑ Understand your audience
❑ AI can help with the heavy lifting
❑ Audience segmentation and personalization will help improve the effectiveness throughout the customer journey
❑ Put yourself in the customer shoes
❑ Sell email as a channel internally.
Key Takeaways
Email Is Not Dead
Up-to-date facts and stats on email
MailChimp
Email service provide
Email Marketing Rules
Chad White
Email Monks
Design and code emails and newsletters
LiveIntent
Advertising and Monetization within email
Additional Resources
Let’s keep the conversation going…
https://www.linkedin.com/in/kerelcooper/
@kerel_cooper
Thank You