All You Ever Wanted to Know About Email Marketing
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Are you really taking advantage of email marketing as the cost effective, measurable medium it is? This session will help new email marketers get started and it will serve as a refresher to seasoned industry veterans. Attendees will learn: tips for getting started with your email program, tried and true industry best practices, key elements to a permission-based email strategy, ways to use email & social media as complementary channels to drive more results, and how real world organizations are successfully using email to reach their audience.
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All You Ever Wanted to Know About Email Marketing
- 1. Blue Sky Factory Driving Email Marketing Performance All You Ever Wanted To Know About Email Marketing Presenters: Amy Hollomon & Joanna Lawson-Matthew March 30, 2010 - 1:00 to 1:45 PM (ET) Follow the webinar on Twitter at #bsfwebinar Baltimore, Maryland Copyright Blue Sky Factory 2010
- 2. Co-Hosted by The Cascade Highlands The mission of The Cascade Highlands is to promote and support the tourism sector across nine counties in Northwest North Carolina and Southwest Virginia through innovative marketing and partner programs that build lasting relationships. Join us for more free webinars at www.thecascadehighlands.com/education Copyright Blue Sky Factory 2010
- 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing communications with Publicaster. www.blueskyfactory.com Copyright Blue Sky Factory 2010
- 4. Why Do Email Marketing? Because it works! • Email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $42.081. • Email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO2. 1 Direct Marketing Association, http://directmag.com/magilla/1020-e-mail-roi-still-slipping/ 2 Forbes Media, http://www.emarketer.com/Article.aspx?R=1007131 Copyright Blue Sky Factory 2010
- 5. Why Does Email Marketing Work? • Allows targeting • Is data driven • Drives direct sales • Builds relationships, loyalty and trust • Supports sales through other channels 1 “Why do email marketing?” by Mark Brownlow, Jan 2010 http://www.email-marketing-reports.com/basics/why.htm Copyright Blue Sky Factory 2010
- 6. Agenda 1. Tips for getting started 2. Tried & true industry best practices 3. Key elements to a permission-based email strategy 4. Ways to use email & social media as complementary channels 5. Real world examples 6. We answer YOUR questions! Copyright Blue Sky Factory 2010
- 7. tips for getting started with your email program Copyright Blue Sky Factory 2010
- 8. Where Do I Start? Prepare, plan and set objectives • What are you trying to accomplish? • How will you measure success? • What do your customers want from you? • How can you offer value to your subscribers? Map out your email marketing plan • Devise a schedule to help you reach your subscribers with the right info at the right time • Decide what types of email campaigns will be sent when, and at what frequency Copyright Blue Sky Factory 2010
- 9. In-House or ESP? In-House or Email Service Provider? Benefits to using an ESP • Advanced reporting to help measure success • Management of opt-outs, bounces and spam complaints • Avoid delays on your own mail server • Whitelisting and feedback loops • Monitor blacklists • Advanced features & tools • Save time and leave it to the experts! Copyright Blue Sky Factory 2010
- 10. Selecting an ESP Things to consider when selecting an ESP: • Dedicated or shared IP address • Customer support and training • Infrastructure and security • Reporting capabilities • CAN-SPAM compliance • Segmentation capabilities • A/B testing and other advanced features • API integration • Contract terms and cost Copyright Blue Sky Factory 2010
- 11. Growing Your Database Start building your list • Add an opt-in form to every page of your website • Create a Facebook page and add your opt-in form • Ask for opt-ins via offline channels • Phone, direct mail, conferences Copyright Blue Sky Factory 2010
- 12. Email Design & Layout Get creative! • Design an attractive, easy-to-use template • Ensure branding is consistent between campaigns • Make sure the design is easy to follow and read • Test your design to ensure it renders across all email clients Copyright Blue Sky Factory 2010
- 13. First Impression First impressions count! Your first email should be a welcome email • Introduce your company and benefits of subscription • Provide immediate value Copyright Blue Sky Factory 2010
- 14. Content, Content, Content! Content is King • Map out content for your next few campaigns • Each email should provide value • Meet the expectations you set during opt-in • Highlight one or two calls-to-action • Relevant, timely, targeted and valuable Copyright Blue Sky Factory 2010
- 15. tried & true industry best practices Copyright Blue Sky Factory 2010
- 16. Opt-in Form • Easy to find opt-in form on every page of your website • Short, sweet & easy to fill out • No pre-checked boxes • W.I.I.F.M. – What’s in it for me? • Set expectations for content and frequency • Show a sample email • Confirm subscription immediately with a Thank You page Copyright Blue Sky Factory 2010
- 17. Opt-in Form Copyright Blue Sky Factory 2010
- 18. Welcome Email • Immediate (within 15 minutes) • Email should be consistent with future email campaigns branding • Thank them for subscribing (with a gift?) • Explain the benefits of subscription again • Reiterate the content and frequency they can expect • Prompt them to whitelist your From name/email • Link back to your website and/or email archive • Provide a link to opt-out and update preferences Copyright Blue Sky Factory 2010
- 19. Welcome Email Copyright Blue Sky Factory 2010
- 20. Subject Line 45.2% of consumers open an email because of the subject line1 1 Return Path's Fourth Annual Holiday Email Consumer Survey, 2008 Copyright Blue Sky Factory 2010
- 21. Subject Line • Keep it 35 characters or less • Consider using your brand/company name • Avoid “spammy” words • Don’t use ALL CAPS • Minimize or don’t use symbols (!!!) • Per the CAN-SPAM Act, avoid deceptive subject lines Copyright Blue Sky Factory 2010
- 22. From Line • Should be easily recognizable to your subscriber • Use your company name versus a person’s name • Avoid using donotreply@domain.com – that’s not very friendly! • Be consistent with the From name and From address • Monitor potential replies to your From and Reply addresses • Set up role accounts for your domain (e.g. admin@, postmaster@, and info@domain.com) Copyright Blue Sky Factory 2010
- 23. From Line Used Company Name as From Name – simple, recognizable. Copyright Blue Sky Factory 2010
- 24. Creative Design • Design for the email inbox • Ensure consistent branding and design across all campaigns • Keep your email width under 650 pixels • Make sure your main key elements are “above the fold” • Use a balanced image-to-text ratio • Run the “five second test” on your call-to-action • Keep your email content brief, use teaser blurbs Copyright Blue Sky Factory 2010
- 25. Creative Design Be sure to include: • Snippet/pre-header text • View in Browser and mobile version links • Forward to a Friend and SWYN links • Opt-out and/or subscriber preferences links • Physical mailing address Check out our Email Design Guidelines: http://www.blueskyfactory.com/resources/BSFEmailDesignGuidelines.pdf Copyright Blue Sky Factory 2010
- 26. Creative Design Copyright Blue Sky Factory 2010
- 27. Creative Design HTML coding tips • Code by hand • Simplicity is key • Use inline style sheets • Avoid using background images • Also avoid using JavaScript and rich media • Remember that each email client has its own HTML-rendering quirks that you must be aware of Check out the Email Standards Project site to learn more: http://www.email-standards.org/ Copyright Blue Sky Factory 2010
- 28. Creative Design Use a tool like Inbox Preview to ensure your email renders properly across all email clients with images on and off Copyright Blue Sky Factory 2010
- 29. A/B Testing • Continually improve upon your email campaigns by performing A/B split tests • You can test various areas of your email program, including: • Subject lines • Date/time of send • Email frequency • Creative design, image placement • Call-to-action variations (i.e. free shipping vs. % discount) • Call-to-action placement • Landing pages Copyright Blue Sky Factory 2010
- 30. A/B Testing Copyright Blue Sky Factory 2010
- 31. Deliverability • Work with your tech team and/or ESP to continually monitor your email deliverability and IP address reputation • Ensure you are subscribed to all available Feedback Loops (your ESP should do this for you) • Set up authentication records (Sender ID, SPF, Domain Keys) Copyright Blue Sky Factory 2010
- 32. key elements to a permission-based email strategy Copyright Blue Sky Factory 2010
- 33. Permission-based Email The key to email marketing: Send relevant, timely, targeted and valuable emails to subscribers who have asked to receive them. Copyright Blue Sky Factory 2010
- 34. Permission-based Email Acceptable ways to build your list • List append • Opt-in • Opt-in list rental Unacceptable ways to build your list • Harvesting • Opt-out, unconfirmed appends • List purchase • Non opt-in list rental • Directories Copyright Blue Sky Factory 2010
- 35. Trust is Key Six Core Elements of a Trust-Based Approach: 1. Permission 2. Privacy 3. Reputation 4. Preferences 5. Expectations 6. Compliance Copyright Blue Sky Factory 2010
- 36. Compliance with the Law Get To Know CAN-SPAM The CAN-SPAM Act, enacted in January 2003, imposes a series of requirements on commercial email. For more information on CAN-SPAM and compliance with the law, check out our Webinar entitled Permission-Based Email Marketing: Privacy, Preferences & Best Practice Copyright Blue Sky Factory 2010
- 37. ways to use email and social media as complementary channels Copyright Blue Sky Factory 2010
- 38. Social Media Explosion Copyright Blue Sky Factory 2010
- 39. Is Email Dead? No way! Copyright Blue Sky Factory 2010
- 40. Email + Social Media Email is the digital glue of social media. Copyright Blue Sky Factory 2010
- 41. Email + Social Media Copyright Blue Sky Factory 2010
- 42. Email + Social Media Use social media to build your email subscriber base Copyright Blue Sky Factory 2010
- 43. Email + Social Media Encourage email sharing with Share With Your Network Copyright Blue Sky Factory 2010
- 44. Email + Social Media Use your email list to build your social community Copyright Blue Sky Factory 2010
- 45. Email + Social Media Copyright Blue Sky Factory 2010
- 46. how real world organizations are successfully using email to reach their audience Copyright Blue Sky Factory 2010
- 47. Client Example – Opt-in Form Why this opt-in form works? • Signup on multiple pages of site • Form is easy to fill out with no pre- checked boxes • Subscribers must actively opt-in via captcha & submit button • Expectations are clearly stated in introductory paragraph Copyright Blue Sky Factory 2010
- 48. Client Example – Thank You Email • Thank you email immediately follows subscriber submission • Branding is consistent with what subscriber will be receiving in the future • Benefits of subscription and frequency schedule reiterated again • Link to Calendar of Events brings subscriber right back to main site Copyright Blue Sky Factory 2010
- 49. Client Example – Welcome Email • Confirmed subscription produces and immediate thank you page • Personalized Welcome Email immediately follows • Branding is consistent with future email campaigns • Subscriber is thanked and reminded of subscription benefits and sending frequency • A link back to client’s site is clearly present as well as social media and follow us features Copyright Blue Sky Factory 2010
- 50. Client Example – Creative Design Visit Baltimore adheres to Email Best Practice to obtain the best results • Subject lines are short, sweet & consistent • From line reflects the brand • Pre-header offers a browser version and a quick summary of the contents of the email • Key creative elements (logo, call to action, navigation & primary subject matter) are located above the fold • SWYN and Follow Us features are strong and noticeable • Physical mailing address and opt-out links are present in all emails Copyright Blue Sky Factory 2010
- 51. Client Example – Promotional Email Why we like this email from Cruise Specialists: • Simple, actionable subject line: Fabulous Offer – Book by March 31! • Excellent balance of images and text • Clear and simple call to action • Subscriber benefit is clear • Using email to drive social, and social to drive email Copyright Blue Sky Factory 2010
- 52. Client Example – Promotional email Why we like this email from Hilton Head Island: • Beautiful, relatable imagery • Good balance of images and text • One clear call to action • Strong Forward to a Friend link • Suggestion: add a text backup link for the call to action button • Suggestion: add pre-header/snippet text to top of email Copyright Blue Sky Factory 2010
- 53. Client Example – Newsletter Why we like this email from Visit Vallejo: • Fun, colorful header image to pull reader into the email • Great balance of images and text • Encourage a dialogue with readers via monthly trivia • Prominent, clear Forward to a Friend link • Suggestion: add a table of contents with anchor links to articles Copyright Blue Sky Factory 2010
- 54. Client Example – Event Email Why we like this email from Travel Leaders: • Simple message • Beautiful imagery, good text-image balance • Clear call to action • Suggestion: add Forward to a Friend link • Suggestion: add an email subscription link Copyright Blue Sky Factory 2010
- 55. Thanks for Attending Whether you’re an email marketing beginner, a casual mailer or a battle-hardened ninja, THE ULTIMATE GUIDE TO EMAIL provides proven strategies and tactics you can apply to your campaigns. Download your free copy here: http://www.blueskyfactory.com/ultimate/ Copyright Blue Sky Factory 2010
- 56. The Cascade Highlands Web: www.thecascadehighlands.com Phone: 1.888.9CASCADE Join us for more free webinars at www.thecascadehighlands.com/education Copyright Blue Sky Factory 2010
- 57. Please Contact Us Please submit your questions now via the GoToWebinar dashboard Amy Hollomon Joanna Lawson-Matthew Client Services Manager Senior Client Services Manager ahollomon@blueskyfactory.com joanna@blueskyfactory.com www.blueskyfactory.com Contact Blue Sky Factory: blog.blueskyfactory.com Twitter: @blueskyfactory Copyright Blue Sky Factory 2010