Advanced Email Marketing for Massage Therapists
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AMTA NERC 2014
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Advanced Email Marketing for Massage Therapists
- 1. AMTA NERC 2014 Advanced Email Marketing Allissa Haines
- 2. Brooke Thomas “Authentically connecting with the community you want to serve.”
- 3. Review the Basics ❖ Trust do it right!
- 4. Review the Basics ❖ Preference! ❖ Cost effective! ❖ Measurable why use email?
- 5. Review the Basics ❖ Transactional (individual)! ❖ Bulk 2 types of emails
- 6. Review the Basics ❖ Use a service! ❖ CAN-SPAM Compliant look good, stay legal
- 7. Because you’re smart enough to handle it Advanced Email Techniques
- 8. There’s no way around it, you gotta know Who do you serve?
- 9. The megaphone vs the handshake Choosing a niche
- 10. Building a List ! ❖ Purge your files ! ❖ Create a system for adding new clients if you already have a list
- 11. Building a List ❖ Be clear about what you’re offering.! ❖ Offer something useful. new subscribers from website ! & social media
- 14. Building a List ❖ QR code or simple sign up list! ❖ Offer incentive! ❖ Follow up with event-specific welcome email in-person opt in
- 15. Getting specific Segmenting your list
- 16. Lists, Tags & Groups ❖ MailChimp
- 17. Lists, Tags & Groups ❖ Constant Contact! ❖ tags
- 18. Segment based on Activity ❖ MailChimp systems vary
- 19. Charts ’n graphs ‘ things Analytics
- 20. What to Measure ❖ Clickthrough Rate! ❖ Conversion Rate! ❖ Bounce Rate! ❖ List Growth Rate! ❖ Email Sharing/Forwarding! ❖ Overall ROI and what it means
- 21. What to Measure ❖ Did recipient interact? clickthrough rate
- 22. What to Measure ❖ Did the recipient do what you wanted her to do? conversion rate
- 23. What to Measure ❖ Message is not delivered bounce rate
- 24. What to Measure ❖ Are you getting new subscribers?! ❖ Where are they coming from? list growth rate
- 25. What to Measure ❖ Who shares, and what do they share? sharing/forwarding
- 26. What to Measure ❖ Is this worth your time & money? overall ROI
- 27. What NOT to Measure ❖ Open Rate! ❖ Unsubscribe meh
- 28. Time, time, time, see what’s become of me Timing
- 29. Whaddya like best? A/B Testing
- 30. A/B Testing ❖ Timing! ❖ Subject line! ❖ Design! ❖ From name only change ONE thing
- 32. Organize yo’self Creating a Schedule
- 33. Creating a Schedule ❖ Valentine’s Day! ❖ Spring! ❖ Mother’s & Father’s Days! ❖ Back to School! ❖ Holidays consider annual promotions
- 34. Creating a Schedule ❖ Whatever works for you! ❖ Make time to accomplish the tasks spreadsheet, calendar, appointment book
- 37. The pretty emails get all the attention Creating a Template
- 38. Creating a Template ❖ html! ❖ plain text! ! Clean, simple design always wins format
- 39. Creating a Template ❖ Single column! ❖ Buttons over text links! ❖ Simple fonts mobile friendly
- 40. The From Field ❖ Branded email address! ❖ Person ! ❖ Business! ❖ Both? go pro
- 41. Hey, I know you! Logo in the Header
- 42. Be Polite ❖ Greeting! ❖ personalize it! ❖ Closing! ❖ not too formal, not too casual and complete
- 45. Allow myself to introduce myself The Welcome Email
- 46. Welcome Email ❖ Intro & thank you! ❖ Set expectations! ❖ type of content! ❖ frequency! ❖ Tell what makes you special! ❖ Invite ! ❖ to communicate! ❖ to book the ‘nice to meet you’
- 49. Activity! creating a email to follow up from an event
- 51. Know Your Goals ❖ More clients! ❖ Renew relationships with inactive clients! ❖ Clients to come in more often! ❖ Inform and educate what’s the purpose of the email?
- 52. It’s not about you Subject Lines
- 53. Subject Lines ❖ Chamber E-News! ❖ May Newsletter! ❖ News from XYZ, Inc. examples of awful subject lines ❖ Spam triggers! ❖ Bait & switch! ❖ Boredom avoid
- 56. Subject lines ❖ Address the clients’ needs! ❖ Brief, 40-55 characters! ❖ Clear & informative! ❖ Personalize! ❖ Action verbs make ‘em great ❖ Schedule now for the best time slot! ❖ Run faster after these hamstring stretches! ❖ Show Dad how much you care action verbs (when appropriate)
- 57. A taste of something good Preview Text
- 58. The big show Main Content
- 59. Content ! ❖ Greeting (personalized) ! ❖ 1-2 paragraph blurbs, link to your website! ❖ Relevant image! ❖ Closing don’t spill your guts
- 60. First Paragraph ❖ Address the topic in the Subject line! ❖ Incentive get right to it
- 61. Do what I say Call to Action
- 62. Call to Action ❖ Short & sweet! ❖ Use a button (not just text) giving orders
- 64. Common Mistakes ❖ Miss a field in the template (usually at the bottom)! ❖ Copy & missing a change! ❖ Busted links not quite complete
- 65. It’s not over ’til it’s over After the Send
- 66. After the Send ❖ Share on social media channels! ❖ Vary the format get social
- 67. After the Send ❖ Did you accomplish your goal? check your stats
- 68. Nice & slow Drip Campaigns
- 69. Let’s make a Drip Campaign ❖ email 1! ❖ email 2! ❖ email 3 Topic/ Purpose
- 70. Sharing is caring Working with Referral Partners
- 71. Referral Partners ❖ Do NOT borrow or buy a list! ❖ Do swap blurbs to put in each other’s next email do it right
- 72. Writing in general! http://www.hemingwayapp.com/! ! Email Marketing! http://blog.spinweb.net/lessons-learned-how-to-avoid-email-marketing-snafus! http://blog.spinweb.net/why-your-email-subject-line-sucks-and-how-to-fix-it! http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of- Compelling-Email-Copy.aspx! ! Business email etiquette book, spinweb ! http://ow.ly/uDsZ0! ! Button generator! http://buttonoptimizer.com/ Resources