Email Marketing: Lists, Content and Success!

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Category: Education
     
 

Presentation Description

Email marketing seminar focusing on building your list, ESP and email format, editorial calendars, tracking results, and email echo.

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Presentation Transcript

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Email Marketing How to… build your list , Keep them engaged… and achieve your goals!

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Does email marketing work??? Email marketing brought in $40.56 …for every dollar spent. - 2011 Report from Direct Marketers Association

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Has social killed email??? Facebook & Twitter combined make up just 0.2% of the number of emails sent each day… not including spam. - KissMetrics.com

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What we’ll talk about… Building your list ESP and Email Format Editorial calendar Tracking results Email echo

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Building Your List "You can have the best subject line, be the most trusted sender, write killer copy, and have a kick ass offer... but if you don't have a list of email addresses to send to… none of that matters ." - DJ Waldow – Author of The Rebel’s Guide to Email Marketing

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Building Your List Emails need recipients! So, where do they come from? Is it ok to use your client or member list? What about buying lists? Should you add people without permission? The answer is generally no , let’s discuss…

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Building Your List Some ways to get followers… Pop-up signups Contact and sales forms Include in callouts Social media channels QR Codes and other mobile techniques Single or double opt-in ?

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How are you sending these emails? First, select an Email Service Provider Some more popular ESPs… WhatCounts ExactTarget MailChimp Aweber ConstantContact

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Which one to use??? They are not all created equal… Are your drops simple? Do you need custom design? Are you looking for ease of integration? Do you need data management? Do you need CRM integration? Do you need more account management ?

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Will you use… Design or Plain Text Emails ?? or

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What about mobile??? Consider mobile for your newsletter… How does your newsletter perform on mobile? How much content are you giving them? Did you make use of the preheader ? Where are you sending them? Responsive or mobile microsite? Non-responsive site???

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What are you sending??? What are your goals? To inform or educate? To sell or promote? To drive action? To expand your reach?

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When are you sending it? Don’t freak out, plan ahead! Time for an Editorial Calendar… Schedule timely blog posts Plan for event promotion Announcements Seasonal or timely marketing

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Editorial Calendar Month Topic Date Author Persona Channels Jan Mobile Marketing 1/7/13 Jon Brad Social… Feb Trade Show Mktg 2/7/13 Jon Jennifer Email… Chart Headings: Date Title/Description Status Due Date Publish Date Type of Content Producer Editor Target Audience Distribution Channels Promotion Channels Tags Metrics Notes

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Tracking Results There are a couple of places to check… ESP Reports Opens & Click- thru’s Social Shares Unsubscribes & Bounces… Site Statistics Track site traffic from email Track spikes in traffic Track leads, sales, signups Advanced Tip: Try some A/B Split Testing

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Tracking Results Check Your ESP Stats… Number of opens Number of clicks and to where Click performance, click map Number of social shares Bounces and unsubscribes Always follow best practice tips from ESP to avoid SPAM filters

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Tracking Results Check Your Stats in Google Analytics… Log in to Google Analytics Click View Report Click Traffic Sources Select All Traffic Sources Select Sort by medium Click Email medium or utm_source =

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Email Echo Encourage email sharing Encourage social sharing Talk about your emails pre and post Gather topics or ask questions Use surveys, contests, giveaways

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Offer from DJ Waldow – 50% Off Email Marketing Made Simple : The Secret to Email Marketing The Various Components That Make Up an Email Why Some Email Marketing “Rules” are Silly How Email Marketing and Social Media Go Together Like Batman & Robin Why Testing is Critical to Email Marketing And more useful knowledge from DJ http ://waldowsocial.com/email-marketing-made-simple / Enter code: BAILEY

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QUESTIONS??? Suggested resources: Our newsletter and blog www.marketingprofs.com www.whatcounts.com www.aweber.com www.djwaldow.com Contact me: www.woodstreet.com jbailey@woodst.com @ woodstreetweb Facebook.com/ woodstreetweb 301.668.5006 x101 Read this book… The Rebel’s Guide to Email Marketing

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