10 things you can do today to improve your email marketing

Marc Munier

10 things you can do today to improve your email marketing results

A little about me

“There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.”

A little about Pure360

Cue obligatory splash of clients...

Focus on what you can achieve

It doesn’t have to be hard!

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#1 Capture

A captured email address is marketing spend “banked”

PPC

SEO

Social

Content

Telemarketing

Word of Mouth

“You spend lots of money getting people to visitors to your website, if you are lucky 2% of them will convert when they get there. That’s 98% wastage so get those email addresses banked!”

#1 Capture

“You need to strike a balance between asking for information and capturing data, if you ask for too much people will get bored. 40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.”

#1 Capture

#1 Capture

“If you don’t have the data you can watch what they’re interested in by looking at what they click through to on your website.”

#1 Capture

They downloaded the Pizza Express voucher so in this case pizza is what they like!

#1 Capture

“If you place your newsletter sign up link in the same place on your website each time then visitors will become blind to it. Make sure you place it in different places around the site with a slightly different call to action each time.”

#1 Capture

#1 Capture

1# - Last thought on capturing

Submit

Subscribe

Signup

or

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Subscribe today

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Make them instructions Kudos to Smart Insights

“The use of language can have a massive impact on recipients. So make sure you consider this and use a different call to action each time.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#2 Manage Expectations

“You need to make it clear what they will be receiving right from the word go.”

#2 Manage Expectations

• Link to last newsletter

Ways to do this

#2 Manage Expectations

• Tell them how often you will contact them

Ways to do this

#2 Manage Expectations

• Talk about frequency

“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”

“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”

www.mantex.co.uk

Ways to do this

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#3 Build the relationship - welcome

Source: Econsultancy best practice guide

“Get them on board while they really care about your brand and are most engaged. Response rates drop just hours after sign up so make sure you get in touch quick. The first stage of this is to send them a welcome email.”

#3 Welcome – reasons to do it

Don’t leave it – act now

• Shorten sales cycle

• Reduce discounts

• Increase conversions

• Increase engagement

“There are lots of benefits of welcome emails...”

#3 Welcome example

Case Study – Park Holidays

Welcome mailings

“Here’s Pure360 client Park Holidays demonstrating a text book sign up process – well done!”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#4 Personalise

If you have the data it is easy peasy....

#4 Personalise

“Using the recipient’s name in the subject field could increase your open rate by 20%.”

#4 Personalise

“Birthdays are an emotive time so if you can use them in emails.”

#4 Personalise

Look at what you have:

Domain?When they signed up?Where they came from?Where there are ?Who are they assigned to?Date of Birth What products are they interested in?

If you don’t have data you need to be a little more creative

#4 Personalise

“Marketers in the travel industry have a great opportunity for email campaigns because holidays are emotive, so plan a sequence of emails in the weeks leading up to their holiday, you could include:

• A link to the BBC weather website• Information on car hire / airport parking before the holiday• Information on photo processing when they return

These help can help to increase the holiday experience and provide an extra revenue stream.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#5 Design for the preview pane

“Use design in the preview pane and use a call to action in the alt text at the top of the page this will lead to more open and click through rates... not like this...

#5 Design for the preview pane

...like this! As you can see there is a clear call to action which will lead to higher click through rates.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

6# Conversions - Evolution

3,800,000,0000

A sponge and a human sponge have been evolving for 3.8 billion years to fulfil different evolutionary niches. As a marketer YOU need to evolve towards conversions. E-marketing is full of numbers; opens, clicks, and analysis. The only thing that really matters is CONVERSIONS.

6# Conversions

“Pure360 have a sexy integration with Google Analytics which means once you’ve set up Google goal tracking you can track conversions per campaign from within Pure360.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#7 Use social

Learn from it:

Here’s a link to my blog about what you can learn from social media... http://bit.ly/not1way

“This is a bad example, it needs to be two way thing.”

#7 Use social

“Use email as a channel into social media.”

#7 Use social

“Use social media as a way to draw people to your newsletter, in order to stengthan the relationship.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

8# Provide clear call to actions

No call to action.

Case Study – Club med

8# Provide clear call to actions

“I’ve clicked through to the site and there’s still no call to action!”

8# Provide clear call to actions

“Websites can crash so it’s really important to capture data as early as possible. Get their name and telephone number ASAP – people will give it to you if they are really interested.”

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#9 Integrate your channels

How is email like Vodka?

Already spoken about social

Get your sales teams to work with you 70% uplift

possible – DMA Use email to test and or augment your more expensive channels

Does the job on it’s own – but works better with other things

What are the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

#10 Get the basics right

Email is 80% operations and 20% strategy

http://bit.ly/emailchecklist

“We are all only human and all make mistakes so make sure you use a checklist, this way mistakes are far less likely to occur.”

What where the ten things

1. Capture

2. Manage Expectations

3. Welcome

4. Personalise

5. Design

6. Focus on conversions

7. Use social media

8. Provide clear CTA’s

9. Integrate your channels

10.Get the basics right

Questions >>>> Answers

Follow me @marcmunier and @pure360

Email me marc.munier@pure360.co.uk

Or even call me 01273 647880

Thanks for listening, can’t wait to hear all your questions...

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