advanced email marketing: keeping up with new trends and best practices

Advanced Email Marketing: New Trends and Best Practices

Kelly HurleyVisual Data Systems

Session Outline

• Email Marketing Fundamentals• Managing Content for Multiple Devices• Strategy Maps• Email Client Complexities• Buttons• Business Goals

Email Marketing Fundamentals

• Building Relationships• Customer Logic Vs. Company Logic• Value Proposition• Core Components

Building Relationships

Customer Logic Vs. Company Logic

• You must see your emails through the eyes of your guest

• How will your offering benefit them?• The Courtship• Don’t do marketing speak

Value Proposition

• Do You Know Your Value Proposition• Clarity• Prospect, Product, Process• The Sales Funnel

Core Components of Email Marketing

• Building Relationships – NOT Selling!!• Effective Content• Value of offering • Market Segmentation• Deliverability

Managing Content in Multiple Devices

Mobile“More email is read via mobile than on a desktop email client or via webmail” Litmus – Email Analytics (June 2013)

Creating and Implementing a mobile strategy for email marketing:• Always consider the guests journey and know what mobile

experiences you’ll need • Work with your web development team to build a mobile template

for email-campaign specific use • Make them Responsive!• Track and understand mobile email usage to drive strategy within

your company.

Managing Content in Multiple Devices

The Importance of Responsive Email Templates

Create a Strategy Map

Email Client Complexities

The Gmail Experiment

Email Clients Continued

• According to Google, this is what your tabs would contain:• Primary: Messages from friends and family, as well as any

other messages that don’t appear in other tabs.• Promotions: Your deals, offers, and other promotional

emails.• Social: Messages from social networks, media-sharing sites,

online dating services, gaming platforms, and other social websites.

• Updates: Notifications such as confirmations, receipts, bills, and statements.

• Forums: Messages from online groups, discussion boards, and mailing lists.

Email Clients Continued

“In the first week after the introduction of this new feature, Return Path discovered that there actually was an increase in the number of read messages by users who have a high level of engagement with a brand.”

Email Clients Continued

Email Clients Continued

What is Best Practices

• The Right Message to the Right Audience • Images do NOT build relationships• Original Content• Clear Calls to Action• Tracking

Button Up

Submit

Button Up Continued

SCHEDULE YOUR

APPOINTMENT

Button Up Continued

Go on Vacation!Download Your Vacation

Guide Today

Share this off er

on Twitter

Button Up Continued

• Always a Call to Action (CTA’s)• Simple Calls to Action – Use of color and shape to

draw the eye• Sentiment Buttons – used to drive traffic for social

media• Contextual Buttons – More text, tells a story before

action

Business Goals

Business Goals Continued

• Using multiple operational sources, identify a clear goal

• Create a strategy to target market key segments• Implement Email Marketing Best Practices• Test messages, behavior and format• Track Results

Summary

• Follow best practices• Build relationships• Create content for multiple devices• Understand email clients• Integrate all marketing channels• Fun With Buttons (Watch your language!)• Set clear goals and develop strategy to

execute

Contact Information

Kelly Hurleykelly@vdsys.com