In our latest LogicClassroom, we focused on how to create and maintain conversations through email marketing.

1. HOW TO RUN AN EFFECTIVE EMAIL
MARKETING CAMPAIGN
Yen Le
February 11, 2014

2. AGENDA



The importance of email marketing – a look at the numbers
Why your emails are not getting noticed
How to make your emails more engaging
 Trust
 Relevance
 Conversational
 Consistency
 Strategy
T: 617.266.9166
www.bostonlogic.com

3. EMAIL IS A POWERFUL MARKETING TOOL




94% of Americans check their email regularly
58% of adult Americans check email first thing in the morning
77% of consumers prefer to receive permission-based
marketing communications through email
$1 spent on email = return of $40.56. By comparison, $1
spent on SEO = return of $22.44
T: 617.266.9166
www.bostonlogic.com

4. YOUR EMAILS ARE NOT GETTING NOTICED!
1.
2.
3.
Consumers are more empowered
Higher expectations for email quality
Can easily opt-out of emails
T: 617.266.9166
www.bostonlogic.com

5. FOCUS ON ENGAGEMENT BECAUSE IT
MATTERS
Email providers analyze the open & click through
rates of emails – eventually will go to spam folder if
not engaging
Avg. Open
Rates: 1015%
Avg. Click
Rates: 2.15%
Avg. Click to
Open Rates:
11-15%
Avg.
Unsubscribe:
0.11-0.2%
T: 617.266.9166
www.bostonlogic.com

6. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

7. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

8. SEND EMAILS TO CUSTOMERS THAT WANT
THEM
Send a
welcome optin email
Set
expectations
during opt-in
Make it easy
for users to
opt-out or
opt-down
Maintain
a quality
list
Identify
inactive
users and
remove them
T: 617.266.9166
www.bostonlogic.com

9. AND SEND EMAILS WHEN THEY EXPECT THEM

Keep your newsletter or drip
campaign consistent
 Same days and time of day
 Frequency
 Types of content (and tone)
 Branding – same format for
emails
 Naming
 Subject line tone
T: 617.266.9166
www.bostonlogic.com

10. BEST TIMES TO SEND EMAILS



Early bird – 58% of adult Americans
check email first thing in the morning
Time they opt-in – Capture time
users sign up for your list and send
emails to them at that time
Send emails by time zone
T: 617.266.9166
www.bostonlogic.com

11. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

12. SEGMENT YOUR LISTS WHEN YOU CAN
Target Type
Open Rate
Click-Through
Rate
Conversion
Rate
Untargeted
broadcast emails
20%
9.5%
1.1%
Triggered from
user actions
27%
9.3%
2.3%
Targeted with web
click data
33%
14%
3.9%
T: 617.266.9166
www.bostonlogic.com

13. HOW SHOULD YOU GATHER INFORMATION?



When users sign up, keep web forms short
Once customers subscribe, invite them to a preference center
Pay attention to click paths and transactions – make
inferences about their demographics
 Actions speak louder than words
T: 617.266.9166
www.bostonlogic.com

14. USE THE INFORMATION TO INCREASE
ENGAGEMENT




Send event-triggered campaigns
Create different email tracks/drip campaigns to respond to
each event (Ex: Social media eBook signup)
Target new campaigns based on how your leads have reacted
to prior campaigns
Can be as basic as checking open and click-through-rate
 Re-mail/retarget emails to those who haven’t opened
T: 617.266.9166
www.bostonlogic.com

15. GET PEOPLE READING YOUR EMAILS
Emails that
engage
Content
customers
want to read
Catchy subject
lines
Design that
draws the eye
Solve their
problem
Original
Educate
Keep it to
600 pixels
wide
Save them
money
Repurposed
(blog posts)
Ask a
question
Responsive
to mobile
Make them
smarter
Trends in the
industry
Announce a
new product
Buttons &
images
Entertain
User
generated
(testimonials)
Offers a
solution to a
problem
Include plain
text version
T: 617.266.9166
www.bostonlogic.com

16. DESIGN WITH MOBILE IN MIND


41% of commercial
emails are opened on
mobile devices
58% of marketers are
not designing for mobile
phones
T: 617.266.9166
www.bostonlogic.com

17. THE RELEVANCE OF YOUR
EMAIL/ENGAGEMENT LEVELS CAN BE TESTED





Start simple: Test headers and subject lines
Test one element at a time
Control for day and time of day campaign is sent
Keep a log of all tests
Small changes can be significant!
T: 617.266.9166
www.bostonlogic.com

18. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

19. IT’S IMPORTANT TO BE ABLE TO TWEAK
CAMPAIGNS




Add new/change content when necessary
Schedule content to activate or deactivate when it is no longer
relevant
Automatically limit frequency – don’t want to overwhelm your
customers
Don’t send duplicate content (if someone already downloaded
an eBook, don’t send them the invitation again)
T: 617.266.9166
www.bostonlogic.com

20. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

21. KEEP MESSAGES CONSISTENT THROUGHOUT
ALL CHANNELS
Goal is to
create or
continue a
conversation
on email
T: 617.266.9166
www.bostonlogic.com

22. USE OTHER CHANNELS TO LISTEN TO YOUR
CUSTOMERS
Social
Media
Email
Marketing
T: 617.266.9166
www.bostonlogic.com

23. WHAT IS AN ENGAGING EMAIL?
Trustworthy
Consistent
Relevant
Strategic
Conversational
T: 617.266.9166
www.bostonlogic.com

24. USE DATA TO COME UP WITH A BETTER
STRATEGY





Marketing automation helps you personalize and target your
marketing
Increase efficiency by streamlining your marketing processes
and improving your relationships with clients
Segment your lists and send personalized messages
Run coordinated multi-channel campaigns
Get a deeper understanding of what’s working and what’s not
T: 617.266.9166
www.bostonlogic.com

25. Questions?
T: 617.266.9166
www.bostonlogic.com