O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Successful 
Usabg.net | @usabg 
(614) 791-1070 
Email 
Marketing 
1 
with 
Brittany Fullenkamp 
Digital Marketing Speciali...
2 
Agenda 
• Defining Email Marketing 
• Benefits of Email Marketing 
• Email Etiquette 
• Developing a Strategy 
• Going ...
3 
What is 
Email Marketing?
Email 
[ˈiːmeɪl] 
- noun 
“Messages distributed by electronic 
means from one computer user to 
one or more recipients via...
5 ‘Traditional’ vs. Electronic Mail 
Composing
6 ‘Traditional’ vs. Electronic Mail 
Composing Sending
7 ‘Traditional’ vs. Electronic Mail 
Composing Sending 
Transport
8 ‘Traditional’ vs. Electronic Mail 
Composing Sending 
Transport Fetching
9 
Benefits of Email 
• Convenience 
• Speed 
• Attachments 
• Accessibility 
• Cost
10 
Benefits of 
Email Marketing
11 Benefits of Email Marketing 
Low Cost 
Email marketing is cheaper compared to 
mainstream marketing channels. There are...
12 Benefits of Email Marketing 
Low Cost 
Global 
What other marketing platform lets you 
instantly send a message to thou...
13 Benefits of Email Marketing 
Low Cost 
Global 
Easy to Create 
Email marketing doesn't necessarily require a 
huge team...
14 Benefits of Email Marketing 
Low Cost 
Global 
Easy to Create 
Easy to Track 
Another key benefit of email marketing is...
15 Benefits of Email Marketing 
Low Cost 
Global 
Easy to Create 
Easy to Track 
Easy to Share 
Subscribers can forward br...
16 Benefits of Email Marketing 
Segmentation 
Most marketing professionals would happily pay 
to ensure they were only spe...
17 Benefits of Email Marketing 
Segmentation 
Targeting 
Email marketing is one of the only channels that 
consumers ask t...
18 Benefits of Email Marketing 
Segmentation 
Targeting 
Calls to Action 
Email marketing is great for taking advantage of...
19 Benefits of Email Marketing 
Segmentation 
Targeting 
Calls to Action 
Easy to Test 
Ability to send multiple versions ...
20 Benefits of Email Marketing 
Segmentation 
Targeting 
Calls to Action 
Easy to Test 
ROI 
In the business world, result...
21 
Email Marketing 
Etiquette
22 
Email Marketing Etiquette
23 
Email Marketing Etiquette 
Set yourself up for success 
by asking your customer 
what they want. Get them 
to opt-in t...
24 
Email Marketing Etiquette 
Remember that there is a 
person on the other end 
of your email. Segment 
your customer li...
25 
Email Marketing Etiquette 
Include your company 
name on the “from” line.
26 
Email Marketing Etiquette 
Ensure your subject line 
relates to your content.
27 
Email Marketing Etiquette 
Communicate clearly and 
concisely.
28 
Email Marketing Etiquette 
Use short paragraphs.
29 
Email Marketing Etiquette 
Pre-Header: Brief 
summary of what the 
email is about.
30
31 
Email Marketing Etiquette 
Includes information, 
summary, and additional 
incentives.
32 
Email Marketing Etiquette 
Header: Serves as base 
template for all of your 
emails.
33
34 
Email Marketing Etiquette 
Images break up your text 
and create a more 
appealing email.
35 
Email Marketing Etiquette 
Content should be 
relevant and useful to 
your customer.
36 
Email Marketing Etiquette 
Highlight the most 
important information 
and include links to boost 
traffic/interaction.
37 
Email Marketing Etiquette 
Be CAN-SPAM compliant 
and link to legal jargon.
38 
Email Marketing Etiquette 
Proofread, proofread, 
proofread…
39 
Email Marketing Etiquette 
Thank you clients for their 
time and make them feel 
appreciated.
40 
Email Marketing 
Etiquette 
Send your email before proofing 
DON’Ts 
Address your recipients with the incorrect title ...
41 
Email Marketing 
Strategy
42 Email Marketing Strategy 
Set 
Goals 
Build 
Audience 
Develop 
Channels 
Create 
Content 
Analyze 
Results
43 Email Marketing Strategy 
1 Set Goals 
• Build Brand Awareness 
• Organically Grow Followers 
• Generate Leads 
• Deepe...
44 Email Marketing Strategy 
2 Develop Channels 
• Get an Email Address 
• Set up Sender Name 
• Add Email Signature 
• Cr...
45 Email Marketing Strategy 
4 Build Audience 
• Build a GOOD customer contact list 
• Advertising 
• Affiliates 
• Speaki...
46 Email Marketing Strategy 
3 Create Content 
• Create a Campaign 
• Choose a List to Target 
• Design, Write, and Person...
47 Email Marketing Strategy 
5 Analyze Results 
• Process any Opt-Out Requests 
• Update Contact Records for all Bounces 
...
48 Email Marketing Strategy 
Awareness 
Interest 
Desire 
Action 
Advocacy 
Achieved Through: Visibility and Engagement 
W...
49
50 Email Marketing Strategy 
Awareness 
Interest 
Desire 
Action 
Advocacy 
Achieved Through: Community Engagement 
What T...
51 
Achieved Through: Landing Pages 
What To Do 
Create 
Content 
Call-to-Action 
Optimized Visuals 
Relevant & Useful 
Em...
52
53 
Email Marketing Strategy 
Achieved Through: Multiple Strategies 
What To Do 
SELL, SELL, SELL!!! 
Use multiple venues ...
54 
Email Marketing Strategy 
Achieved Through: Repeat Visibility and Engagement 
What To Do 
Analyze 
Results 
Awareness ...
55 
Email Marketing 
Best Practices
56 Best Practices 
• Use the Double Opt-In Method
57 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email
58 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
59 Going Mobile
60 Going Mobile 
Needs more 
optimization Mobile Optimized 
Short Subject 
Line 
Large text is 
easy to read 
Main message...
61 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
62 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
63 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
64 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
65 Best Practices 
• Use the Double Opt-In Method 
• Make your reader want to open the email 
• Keep the design in mind 
•...
66 
Email Marketing 
Resources
67 Resources 
SpamAssassin Guidelines 
http://wiki.apache.org/spamassassin/AvoidingFpsForSenders 
Subject Line Spam Trigge...
In Summary… 
68
69 Takeaways 
• Email is the same as traditional 
mail, but in a different arena. 
• Email marketing saves you time 
and m...
70 Review 
• Definition of email marketing 
• How email works 
• Benefits of email marketing to 
your business 
• Proper e...
Questions? 
71
Próximos SlideShares
Carregando em…5
×

Successful Email Marketing

2.613 visualizações

Publicada em

Not sure where to start with email marketing? This presentation will walk you through some best practices as well as proper email marketing etiquette.

Publicada em: Marketing
  • //DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Successful Email Marketing

  1. 1. Successful Usabg.net | @usabg (614) 791-1070 Email Marketing 1 with Brittany Fullenkamp Digital Marketing Specialist USABG | iBoomerang
  2. 2. 2 Agenda • Defining Email Marketing • Benefits of Email Marketing • Email Etiquette • Developing a Strategy • Going Mobile • Best Practices • Resources • Takeaways & Review
  3. 3. 3 What is Email Marketing?
  4. 4. Email [ˈiːmeɪl] - noun “Messages distributed by electronic means from one computer user to one or more recipients via a network.” 4 Email or E-mail? “E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the Associated Press removed the hyphen from its Stylebook.
  5. 5. 5 ‘Traditional’ vs. Electronic Mail Composing
  6. 6. 6 ‘Traditional’ vs. Electronic Mail Composing Sending
  7. 7. 7 ‘Traditional’ vs. Electronic Mail Composing Sending Transport
  8. 8. 8 ‘Traditional’ vs. Electronic Mail Composing Sending Transport Fetching
  9. 9. 9 Benefits of Email • Convenience • Speed • Attachments • Accessibility • Cost
  10. 10. 10 Benefits of Email Marketing
  11. 11. 11 Benefits of Email Marketing Low Cost Email marketing is cheaper compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel.
  12. 12. 12 Benefits of Email Marketing Low Cost Global What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience - but there's no telling who's actually reading your content.
  13. 13. 13 Benefits of Email Marketing Low Cost Global Easy to Create Email marketing doesn't necessarily require a huge team or reams of technical nous in order to be successful. It's certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it's the content of an email that is the most important thing.
  14. 14. 14 Benefits of Email Marketing Low Cost Global Easy to Create Easy to Track Another key benefit of email marketing is that it's easy to see where you're going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.
  15. 15. 15 Benefits of Email Marketing Low Cost Global Easy to Create Easy to Track Easy to Share Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren't many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
  16. 16. 16 Benefits of Email Marketing Segmentation Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.
  17. 17. 17 Benefits of Email Marketing Segmentation Targeting Email marketing is one of the only channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.
  18. 18. 18 Benefits of Email Marketing Segmentation Targeting Calls to Action Email marketing is great for taking advantage of impulse buying. There aren't many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.
  19. 19. 19 Benefits of Email Marketing Segmentation Targeting Calls to Action Easy to Test Ability to send multiple versions of emails, find which ones are the most effective, and replicate those methods in future emails.
  20. 20. 20 Benefits of Email Marketing Segmentation Targeting Calls to Action Easy to Test ROI In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. For every $1 spent on email marketing, $44.25 is the average return on investment. A number of sources have suggested that this is better than any other platform. Perhaps it's time for your business to start taking this marketing platform more seriously...
  21. 21. 21 Email Marketing Etiquette
  22. 22. 22 Email Marketing Etiquette
  23. 23. 23 Email Marketing Etiquette Set yourself up for success by asking your customer what they want. Get them to opt-in to your emails.
  24. 24. 24 Email Marketing Etiquette Remember that there is a person on the other end of your email. Segment your customer lists.
  25. 25. 25 Email Marketing Etiquette Include your company name on the “from” line.
  26. 26. 26 Email Marketing Etiquette Ensure your subject line relates to your content.
  27. 27. 27 Email Marketing Etiquette Communicate clearly and concisely.
  28. 28. 28 Email Marketing Etiquette Use short paragraphs.
  29. 29. 29 Email Marketing Etiquette Pre-Header: Brief summary of what the email is about.
  30. 30. 30
  31. 31. 31 Email Marketing Etiquette Includes information, summary, and additional incentives.
  32. 32. 32 Email Marketing Etiquette Header: Serves as base template for all of your emails.
  33. 33. 33
  34. 34. 34 Email Marketing Etiquette Images break up your text and create a more appealing email.
  35. 35. 35 Email Marketing Etiquette Content should be relevant and useful to your customer.
  36. 36. 36 Email Marketing Etiquette Highlight the most important information and include links to boost traffic/interaction.
  37. 37. 37 Email Marketing Etiquette Be CAN-SPAM compliant and link to legal jargon.
  38. 38. 38 Email Marketing Etiquette Proofread, proofread, proofread…
  39. 39. 39 Email Marketing Etiquette Thank you clients for their time and make them feel appreciated.
  40. 40. 40 Email Marketing Etiquette Send your email before proofing DON’Ts Address your recipients with the incorrect title or name. WRITE IN ALL CAPS Use an overabundance of symbols    Use more than one exclamation mark!!! Use hard-to-read font types or colors Use a distracting or patterned background Use one large image as your entire email Include broken or incorrect links Hide your unsubscribe link Write a novel Mail too frequently Send an email just to send
  41. 41. 41 Email Marketing Strategy
  42. 42. 42 Email Marketing Strategy Set Goals Build Audience Develop Channels Create Content Analyze Results
  43. 43. 43 Email Marketing Strategy 1 Set Goals • Build Brand Awareness • Organically Grow Followers • Generate Leads • Deepen Customer Relationships • Blog or Website Views • Referrals • Confirm Subscription
  44. 44. 44 Email Marketing Strategy 2 Develop Channels • Get an Email Address • Set up Sender Name • Add Email Signature • Create Static Imagery • Header, Footer, etc.
  45. 45. 45 Email Marketing Strategy 4 Build Audience • Build a GOOD customer contact list • Advertising • Affiliates • Speaking • Guest Blogging • Segment Customer Lists • Age, gender, product purchased, location, etc.
  46. 46. 46 Email Marketing Strategy 3 Create Content • Create a Campaign • Choose a List to Target • Design, Write, and Personalize Your Message • Proof Your Message • Send Your Message
  47. 47. 47 Email Marketing Strategy 5 Analyze Results • Process any Opt-Out Requests • Update Contact Records for all Bounces • Monitor Click-Through-Rate (CTRs) • Watch Sharing Rates • Record Conversion Rates • Note Open Rates • Follow Up
  48. 48. 48 Email Marketing Strategy Awareness Interest Desire Action Advocacy Achieved Through: Visibility and Engagement What To Do Develop Channels Cross-Promote Sender Name Email Signature Static Graphics
  49. 49. 49
  50. 50. 50 Email Marketing Strategy Awareness Interest Desire Action Advocacy Achieved Through: Community Engagement What To Do Call-to-Action Optimized Visuals Relevant & Useful Build Audience Create Content
  51. 51. 51 Achieved Through: Landing Pages What To Do Create Content Call-to-Action Optimized Visuals Relevant & Useful Email Marketing Strategy Awareness Interest Desire Action Advocacy
  52. 52. 52
  53. 53. 53 Email Marketing Strategy Achieved Through: Multiple Strategies What To Do SELL, SELL, SELL!!! Use multiple venues to create interest in your products… …until your LEAD becomes your CUSTOMER! Awareness Interest Desire Action Advocacy
  54. 54. 54 Email Marketing Strategy Achieved Through: Repeat Visibility and Engagement What To Do Analyze Results Awareness Interest Desire Action Advocacy
  55. 55. 55 Email Marketing Best Practices
  56. 56. 56 Best Practices • Use the Double Opt-In Method
  57. 57. 57 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email
  58. 58. 58 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Optimize for Mobile! Pre-Header Header Content Footer Brittany,
  59. 59. 59 Going Mobile
  60. 60. 60 Going Mobile Needs more optimization Mobile Optimized Short Subject Line Large text is easy to read Main message in preview pane Single Column Buttons front and center Too much text at the top Low contrast make font hard to read Call to action gets lost
  61. 61. 61 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize Brittany,
  62. 62. 62 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content Brittany,
  63. 63. 63 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing Brittany,
  64. 64. 64 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing • Wake up your Sleepers Brittany,
  65. 65. 65 Best Practices • Use the Double Opt-In Method • Make your reader want to open the email • Keep the design in mind • Compelling Headlines • Relevant and Useful Content • Eye-Catching Graphics • Clear Call-to-Action • Contact Information • Legal Jargon • Personalize • Avoid Spammy Content • Do A/B Testing • Wake up your Sleepers • Cross-Promote Brittany,
  66. 66. 66 Email Marketing Resources
  67. 67. 67 Resources SpamAssassin Guidelines http://wiki.apache.org/spamassassin/AvoidingFpsForSenders Subject Line Spam Trigger Words http://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/ Everything You Need to Master Email Marketing http://blog.hubspot.com/marketing/email-marketing-resources-list Integrating Email with the Rest of your Marketing http://blog.hubspot.com/marketing/integrate-email-campaigns-marketing Email Marketing Best Practices http://www.pardot.com/faqs/best-practices/email-marketing-best-practices/ 10 Infographics on Email Marketing Best Practices http://www.toptensocialmedia.com/social-media-social-metrics/ten-infographics-on-email-marketing- best-practices/
  68. 68. In Summary… 68
  69. 69. 69 Takeaways • Email is the same as traditional mail, but in a different arena. • Email marketing saves you time and money. • Email marketing is more effective than most other marketing channels. • Proper etiquette is essential to staying out of SPAM folders. • Segment your customer lists. • Create relevant and useful content for your readers. • Email is the central tool to cross-promoting your campaigns.
  70. 70. 70 Review • Definition of email marketing • How email works • Benefits of email marketing to your business • Proper email etiquette • How to develop an email marketing strategy • How your email marketing strategy plays into your sales funnel • Best Practices • Resources
  71. 71. Questions? 71

×