beyond open; effective email marketing
TRANSCRIPT
“Beyond Open; Effective Email Marketing”
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“ Collecting your customers’ email addresses puts you on equal footing with the top 500 companies in the world, all of whom publish weekly or monthly internet marketing newsletters” -- Michael Gerber E-Myth Mastery
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Everybody Sends Email
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Basics of Email Marketing
Get permission
Get it Delivered-- Use an ESP
Get it Opened
Get it Read
Get it shared
Get it tracked
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Get It Read
Make it attractive and easy to read
Send valuable content, look at “value” from the reader’s point of view
Set up expectations and follow through on them
Remember how, where and when people read email.
Brevity is the soul of email
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Get It Tracked
ESPs also let you track subscribers and clicks individually, as well as manageBounces.
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Don’ts of Email Marketing
Don’t Spam
Don’t buy or rent a list
Don’t confuse Email Marketing with email correspondence
Don’t confuse Marketing with sales
Don’t confuse Marketing with advertising
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Don’t Buy/Rent A List
Without a doubt, the question I am asked most often is “Where can I buy/rent/borrow
a list of email addresses to send to?” It is asked so often, it merits its own slide in this
presentation.
First of all, it’s very hard to see how it may not violate the CAN-SPAM Laws.
Secondly, what good will it do you if no one opens it?
Don’t do it Don’t do it Don’t do it!
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Don’t Confuse Marketing With Sales
According to Entrepreneur Magazine: “There is a big difference between sales and marketing. Selling encompasses all one-on-one interpersonal contact… Marketing tactics, on the other hand, touch large groups of prospects….”
Your regular, ritual touch through email marking is one of the many tools that support your sales efforts.
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Ratio of Depth: Frequency
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Is Email Dead?
Current FactsThere are 2.9 billion email accounts and risingThe three largest webmail services have over 700 million global users 62% of adult US Internet users check or send email on a daily basis 94% of all online adults use email.Social media users are over 60% more likely to check email at least four times a day
People prefer email for commercial communications74% of online adults prefer email for commercial communicationOver four times as many survey respondents preferred to receive promotions via email rather than via social mediaWhen asked to receive updates from companies..."Only 10% elected to do so through Facebook, while 90% opted for a newsletter"60% of those with a dedicated account for commercial email check it dailyOver twice as many Christmas shoppers reported email promotions as the biggest influence on their decision to visit a website rather than social mediaTwice as many young consumers turn to email to get a brand or store's deals than turn to Facebook for the same purpose
BUT...the time spent with emails from friends and family is dropping
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HubSpot Science
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+ Survey
+ Focus Groups
=Emails
Data
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Day of week/ Open Rates
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Day/ Unsubscribes
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Mobile
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Frequency/ Unsubscribes
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Reading Habits
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Forwarding
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Ask them to Follow/ Like you
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Mobile
Website/ Blog
Integration
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Email Messaging
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Social Offer Solution
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Facebook Custom WelcomeFans MUST “like” your page in order to harness the power of Facebook
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Facebook Content Solution
Offer posted to
Merchant’s Fan Page
Wall
Offer sent via
Text
Online Social
Offer Page
Offer Redeeme
d!
Offer displays in Fans’
Newsfeeds
Fan clicks Offer link
Fan enters phone #Merchant creates Offer
Fan clicks Offer link
Offer sent to
Offer sent to Mobile
List
Fan replies with redeem
code
Clicks, Redeems and Revenues are Tracked
Merchant posts link to
email, website
Social Offer Page
link created
Share with Friends
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Results
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Ruth Sheahanwww.CementingRelationships.comRuth@CementingRelationships.comTwitter: @RuthSheahanFacebook: Facebook.com/cementingrelationships
PO Box 5231 Naperville IL, 60567877-61-EMAIL