2. Email Marketing Overview
• Why Email
• List Development
• Email Marketing Concepts
• Message Content
• Message Frequency
• Email Distribution Platforms
• Marketing Analytics
3. Conversion Rates
• Average e-commerce conversion rate is
2% - 3%
• The average of the top ten converting
websites is 22.5%
• Amazon’s conversion rate 16.8%
• What do the top ten have in common?
– All of these sites regularly remarket to past
customers and visitors.
– Only 26% of e-commerce sites remarket.
4. Remarketing
• A 5% increase in customer retention
translates into a 25% - 100% increase in
profits
• When done well, remarketing is perceived as
good service.
• When delivered through
email, recommendations, suggestions and
relevant content gets very high open
rates, and low unsubscribe rates.
• Drive highly qualified visitors back to the
website with products in mind to purchase.
5. List Development
• Do collect emails from current clients
• Do not purchase a list
• Do use promotions and contests to add
names to your list
• Do not cross promote lists without
justification
6. Concept
• What are you trying to communicate?
• “What is going to happen as a result of
this email blast?”
– Education about a new product
– Discount an aging product
– Announcement about event
– Emergency response
– PR for your services
7. Email Content
• The concept drives the content
• The subject sells the email the email
sells the “action”
– There is no participation for an unopened
email
• Be respectful of your customer’s inbox
and time
• Keep it simple and valuable
8. Email Content
• Email titles and content are a major
indicator for spam filters
– Over 75% of all emails are blocked
• Titles and Spam:
– Avoid ALL CAPITALS
– Avoid…Excessive…punctuation…
– Avoid “$AVE” or “Sale-Sale-Sale”
– Avoid “Weight Loss”
– Use Proper English
– Avoid tiepos
9. Frequency
• Depends on the amount and value of
content
– Groupon Daily Deals
– Weekly News Alerts
– Monthly Newsletters
– Random Interval based on topical
information
• Email Drip
10. Distribution Methods
• DO NOT use your outlook account to send
email blasts
– Violates the CANN Spam Act
• National Providers
– Constant Contact
– Mail Chimp
– ECN
– Emma
• All about the same, it comes down to list
size, blast frequency, personal preference.
11. Analytics
• Conversion Tracking
– Open Rates
– Unsubscribe Rates
• Reduce your blast Frequency
• Increase your value
– Participation Rates – After the email has been
opened, how many people clicked on
something
– Website Conversion – Did the click result in a
“sale”
