Email marketing is a cost-effective and widely used online marketing tool to acquire new customers and build loyalty with existing customers. In this session, we discussed: - The benefits of Email marketing - How to develop effective email lists - How to create compelling messages that get results - How to measure and improve campaign results

1. Welcome!
Using Email to Engage
Your Market
December 7, 2012

2. Overview
• Why Consider Email Marketing?
• Building and Managing Quality Lists
• Developing Effective Messages
• Measuring Campaign Results
• Getting Started
• Email Campaign Peer Reviews

3. Top Floor Technologies
• Website Design &
Development
• Search Engine Marketing
• Social Media
• Email Marketing
• Web Analytics & Conversion
Improvement
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999

4. Email Usage
 210 billion emails sent per day
 2 million emails sent every second
 1.3 billion email users
 516 million business email inboxes
worldwide
 Globally, mobile users have
surpassed desktop users

5. Marketers Using Email
 92% of all marketers employ some
type of email marketing
 65% of marketers planned to
increase email marketing spending
in 2012, while only 3% planned to
decrease1
1MarketingSherpa 2012 Email Marketing Benchmark Report

6. Key Benefits
 Highly targeted and immediate
(dynamic, personalized content)
 Measurable and Cost effective
 Drive sales and up sell current clients
 Build customer loyalty

7. The Results
 66% of email marketers surveyed agreed that email is the most
cost effective marketing tool at their company.1
 Marketers said they enjoy an ROI two to three times greater
with email than any other direct marketing.1
 Email marketing delivered a $40.56 return for each $1 spent in
2011 (Direct Marketing Association).2
1Forrester Research, 2Direct Marketing Association

9. Build Your List Organically
 Existing Customers
 Sales Leads
 Trade Shows & Events
 Sign Up Link in Email Signature
 Social Media
 Leverage Your Website Traffic with Sign Up Boxes on Your
Website

10. Sign Up Form Examples

15. Tip: Keep sign up forms simple
and offer meaningful value to
your target audience. Let
them know what to expect
and when to expect it.

16. List Segmentation
 Reach segments of your list with relevant messages
 Segmentation of your list can yield an increase in open rates of
approximately 14%
 Possible segmentation methods
 Demographics – gender, age, geography, company size, etc.
 Behavior – email response, purchase history, browsing history, etc.
 Customer Lifecycle – buyer vs. prospect, stage of customer journey,
products/services purchased, etc.

17. Purchasing Lists?
 Not recommended … but if you must:
 Make sure your landing pages are aligned to your list’s interests.
 Don’t mention the fact that it’s a rented/purchased list.
 Test results against your other lists.
 Don’t sacrifice quantity for quality.
 Instead of using large list collectors, consider specialty lists (from trade
publications, associations, trade shows, etc.)
Source: B2B Magazine, E-Mail Marketer Insight

18. CANSPAM Compliance
 Put your contact info in footer of
emails.
 Use a current email address.
 Have consent to contact your list.
 Offer immediate un-subscribe
action.

19. When asked why recipients
stopped subscribing to opt-in
emails, more than half said
the content was no longer
relevant, and 40% said they
were getting too many offers.
- Forrester Research

21. Attributes of Successful Messages
 Timely and relevant to the reader
 Not over-selling
 Clear and compelling calls to action
 Formatted to look good in multiple
email clients
 Effective landing pages

22. Topics to Consider
 Upcoming events
 Special promotions
 Product reviews
 Insider information
 Free tips, expert advice
 Information that will help your readers

23. Email Message Examples

31. Landing Pages
 Clearly related to
message content
 Simple call to action
 Less information is more
 Mobile friendly

32. Subject Lines
 Keep it simple
 Don’t be overly flashy or pushy
 Clearly and concisely describes the
purpose/content of your email
 Directly relates to expectations you set
with subscribers during the opt-in
process

33. Designing for Readability
 Keep width to 600-650 pixels
 Test for compatibility with various email clients
 Consider responsive design for mobile devices
 Leverage the preview pane

35. Responsive Design for Mobile

36. Responsive Design Tips
 Single-column layouts that are no wider than 500 to 600
pixels work best on mobile devices.
 Links and buttons should have a minimum target area of 44
× 44 pixels.
 Keep your message concise, and place important design
elements in the upper section of the message.
Source: Campaign Monitor

37. Run Design
and Spam
Testing
Source: Campaign Monitor

39. Basic Metrics to Track
 How many people you sent the email to
 How many opened it, how many times
 How many unsubscribed
 How many forwarded the email
 What links they clicked
 What they did after clicking a link

41. Overall U.S. Industry Averages
 Email Open Rate – 19.9%
 Email Click Through Rate – 5.4%
 Remember, the best benchmark is your own results. Analyze
your results and pursue continual improvement.
Source: 2012 Silverpop Email Marketing Metrics Benchmark Study

43. Hundreds of Vendors
Good list of vendors at http://www.marketingprofs.com/bg/

44. Important Closing Considerations
 Running a campaign takes more than just having a platform.
Ensure that you are managing your list well and developing great
messages.
 Don’t forget marketing 101 – understand your target market and
plan your campaigns with them in mind.
 Integrate your email marketing with other efforts.

45. Thank You!
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