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Email Marketing: Tips & Tricks to Increase Conversion14.04.2016
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How Can I Build More Business with Email?A 2016 EMAIL MARKETING GUIDE
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OUTLINE FOR TODAY’S WORKSHOPEmail Marketing Session
• The Greater Context• The Bottom Line: Why It Matters• Usage Stats
• Tips & Tricks• 6-Stage Process• Stage-by-Stage Best Practices
• Samples
• Conclusion• Additional Resources
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THE SENDER OF TODAY’S TALKCredentials for the Speaker
15 Years of Hands-On Marketing Experience
Nikki Johnson
LinkedIn Profile: linkedin.com/in/nikkijohnsonhqo
> VP of Copywriting - Hotel / Travel Marketing Agency• TIG Global – Washington, DC
> Founder / CEO / President - My Own Three Companies• HQO SEO, LLC – Washington, DC
• Copywriting / SEO consultancy for small and medium-size businesses
• Plugin Group – Washington, DC• White-label marketing services / partnership with ad agencies
• Galileo Tech Media – New York, NY• Data-driven marketing for Fortune 500 brands and enterprise companies
> Marketing Director - Multilingual, International Firm• Binary.com – Kuala Lumpur / Cyberjaya, Malaysia
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A QUICK WORD FROM OUR SPONSORMany Thanks to Binary.com for Hosting This Email Workshop
Now Hiring Like Gangbusters!> Careers Page:
• https://www.binary.com/careers?l=EN
> Open Positions:• https://www.binary.com/open-positions?l=EN
> To Apply: • [email protected]
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The Greater Context of EmailUnderstanding the Environment
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EMAIL MARKETING The Bottom Line • Email marketing is big business
• $1.5 billion per year industry, as of 2010• Growing at a rate of 20% per year• Expected to reach $6.5 billion by 2018
• 122,500,453,020 emails are sent every hour [MarketingProfs, 2014]
• Increasingly more complex environment• Each user has his / her own preferences• Full range of devices are now utilized• Best practices must be rigorously tested
to optimize results for clientele of your business
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2015 EMAIL MARKET SHARE
• In the past few years, mobile usage has completely overtaken desktop access!
• 2011: 58% desktop, 8% mobile• 2015: 55% mobile, 19% desktop
• A full range of devices and browsers are now used• Significantly adds to the complexity of optimizing performance
Source: http://blog.hubspot.com/marketing/email-client-market-share
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EMAIL MARKETING: WHY IT MATTERS
Source: https://www.helpscout.net/list-building/
Stellar Return on Investment, When Done Right
• Email consistently provides some of the highest rates of return out of all forms of marketing• Cheap to
deploy• Easy to track /
continuously adapt as needed
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INTERESTING USAGE STATISTICS• Email marketing is a serious revenue producer,
with a 3800% ROI and $38 for every $1. [Campaign Monitor]
• Email is 40 times more effective at acquiring new customers than Facebook or Twitter. [McKinsey]
• 74% of marketers say targeted personalization increases customer engagement, and generates 58% of all revenue. [eConsultancy & Experian]
• Open rate is highest when companies send two emails per month. [Database Marketing Institute]
• Emails triggered by behavior were responsible for 30% of revenue in 2014, up from 17% in 2013. [DMA]
Source: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
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EMAIL MARKETING PROCESS
1. Plan Your Strategy
2. Collect Target Group Data
3. Set Up the Database
4. Develop the Content
5. Prepare & Send
6. Evaluate Results
6-Stage Cycle
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STAGE 1: PLAN YOUR STRATEGYLook Before You Leap • Define Your Objectives, in Order of Importance
• Increase overall sales• Strengthen loyalty, trust, engagement, and sales with
each customer• Increase sales of a particular product / service• Expand size of customer base• Penetrate specific segments of customers
• Structure Your Approach to Meet these Goals• Develop content of your emails
to fulfill these objectives• Approach all other steps of the process
with these goals in mind
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TYPES OF EMAILS TO INCORPORATE
• Informational / Educational• Newsletter• Blog Post / Ebook / Report• Video / Webinar / Multimedia Content• Update / Announcement
• Offer• Sale / Money-Driven Deal• Other Special Promotion
• Transactional / Triggered• Registration / Pending Invite• Order Confirmation• Drip Campaign
Many Different Reasons to Engage through Email
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STAGE 2: COLLECT TARGET GROUP DATA Capture Receptive Customers • Make it very easy to subscribe
• Include an email-capture feature on your website
• Display it prominently
• Create link-bait content• Offer a helpful reference / multimedia content,
in exchange for an email address
• Decide upon single v. double opt-in • Based upon your needs
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SINGLE V. DOUBLE OPT-IN
• Single Opt-In• Definition:
• User is added to your database right away, and begins receiving emails
• Pros: • Easier on user• Faster way to build a
list• Less lost emails • Simpler to deploy
• Cons: • Greater risk• Less respectful of user
privacy
Advantages and Disadvantages to Both Approaches • Double Opt-In
• Definition: • User receives an email to
confirm interest in further contact
• Pros: • Less risk• Better quality protection• Higher level of engagement
• Cons: • Slower list growth• Percentage of lost
addresses• More complicated to
deploy
SINGLE
DOUBLE
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STAGE 3: SET UP THE DATABASE Load Up and Segment Customer Info • Build your customer lists
• Import existing lists• Create new ones, linked to opt-in forms
• Segment customers, for more targeted focus• Build out separate lists based on various
characteristics: • Relationship to your company• Interests• Geographic location / language / culture
• Allows you to deliver much more customized messaging to each set of users
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COMPARE EMAIL MARKETING PROVIDERSOne Size Does Not Fit All
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SCAN THE REVIEWS, AND TRY FREE TRIALSA Few Helpful Sources of Comparison from 2016 • MarketingTerms.com Price Comparison
• http://www.marketingterms.com/2016-email-marketing-service-price-comparison/
• Top Ten Reviews Email Marketing Reviews• http://email-marketing-service-review.toptenr
eviews.com/
• Business News Daily for Small Businesses• http://
www.businessnewsdaily.com/8276-best-email-marketing-software.html
• Reviews.com 3 Best Free Email Software• http://www.reviews.com/email-marketing-ser
vices/free/
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STAGE 4: DEVELOP THE CONTENTCapture Attention Quickly, and Keep It Moving • Keep content short and sweet
• Less is more• Focus customer attention
• Make it engaging• Incorporate images and multimedia• Balance text and graphics
• Incorporate calls to action• Include at least two links• Spread them out throughout the message
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SUBJECT LINESThe Make-Or-Break Aspect of Email Marketing • Play Around with a Variety of Styles
• Direct• Playful• Curiosity-Inducing• Personalized• Scarcity• Call to Action
• Avoid Spam Words• Consult this list: http
://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/
• Keep It Tight• Mobile users can only see first 50 characters
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SPAM TRIGGERSDon’t Get Caught • Use an opt-in process
• Use permission marketing techniques• Avoid “spam traps”
• Email addresses flagged by ISPs as no longer being used by a human
• Do not purchase lists
• Avoid spam trigger words / phishing phrases
• Use spam checkers before sending emails• Free tool: http://www.mailingcheck.com/
• Stay off blacklists, and follow up if flagged• Free checker:
https://www.senderscore.org/blacklistlookup/
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TRIGGERED EMAILS Series of Touchpoints, Based on Customer Actions • Think about all actions that your customers
can take that could prompt an email response• Welcome new subscribers• Introduce educational resources• Suggest additional purchases / other actions
• Set up a series of automated emails, in response to specific customer actions
• Use this process to keep in close contact with customers easily• Remain top-of-mind• Offer assistance at all stages of the business
cycle
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A/B TESTINGRefine All Aspects of Your Email Content Over Time • Create Two Versions of Each Email Deployed
• Isolate a single variable to test• Subject line approach• Longer v. shorter message• Delivery of call to action
• Take two different approaches to that specific aspect• Vary only one element at a time
• So you can pinpoint the rationale for a difference in results
• Compare Results for the Two Versions• Is there a clear difference in level of engagement?
• Apply Takeaways to Your Next Email• Isolate a new variable, and test two versions• Continuously evolve, based on what works best
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STAGE 5: PREPARE & SENDCountdown to Launch • Set up your email content
• Choose a template• Prepare the content within your chosen
provider• Optimize images / graphics
• Test it appropriately• Send a test email to yourself,
to ensure that all looks in perfect order• View it on different devices and
browsers
• When all is ready, blast it out
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STAGE 6: EVALUATE RESULTSKey Email Marketing Metrics • Examine key metrics to gauge effectiveness
• Open rate• Bounce rate• Click-through rate• Conversion rate• List growth rate• Email sharing / forwarding• Overall ROI
• Gather takeaways• What worked? What did you learn?• Apply these discoveries to the next round• Continue improving and evolving
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2016 DIFFERENTIATING FACTORSStand Out, by Leveraging the Latest Trends • Incorporate Personalization
• Also known as “contextual emails”• Made possible through segmentation
• Add Motion• Incorporate video• Try including animated GIFs
• Be Responsive• Use “responsive templates,”
which adapt as needed to any given mobile device
Source: https://blog.aweber.com/email-marketing/4-email-marketing-best-practices-to-stay-relevant-in-2016.htm
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SamplesA Few Examples of Effective Emails
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Educational Email Marketing Sample
• Concise, relatable benefit of using PayPal
• Engaging use of graphics
• Conversational language
• Friendly way of educating customers
PayPal
Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
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Activation Email Marketing Sample
• Cute and simple
• Casual language
• Fun, friendly way of informing customers
Dropbox
Source: http://blog.crazyegg.com/2013/03/20/examples-retention-emails/
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Informational Email Marketing Sample
• Highlighting / informing customers about the change at the top of the newsletter
• Playful, fun approach to relating important information
ModCloth
Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
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Informational Email Marketing Sample
• A simple welcome message
• Generate long-term results / engagement
Airbnb
Source: http://myemma.com/blog/article/brilliant-examples-of-brands-killing-it-with-email-marketing
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Customer Loyalty Email Marketing Sample
• Simple and straightforward
• Hints at exclusivity• Makes the customer feel special
• Encourages loyalty
• Promotes sales, without being pushy
TORY BURCH
Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
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Customer Loyalty Email Marketing Sample
• Simple and straightforward
• Hints at exclusivity
• Encourages loyalty and repeat purchases
• Creates sense of urgency
HUNTER HAYES
Source: http://www.gigya.com/blog/3-examples-of-personalized-email-marketing-campaigns/
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Animated Email Marketing Sample
• A very clear header
• Out-of-the-box animation
• A good way to increase exposure and engagement by sharing
litmus
Source: https://mailbakery.com/blog/25-wonderful-examples-of-animated-gifs-in-email-marketing-templates/
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Animated Email Marketing Sample
• A very clear header
• Out-of-the-box animation
• Promotes sales, without being pushy
SAMBAG
Source: https://mailbakery.com/blog/25-wonderful-examples-of-animated-gifs-in-email-marketing-templates/
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Announcement Email Marketing Sample
• Humorous approach
• Three points
• Very clear highlight on Call to Action Button
jetBlue
Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
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Announcement Email Marketing Sample
• Pairing sales message with useful content
• Builds branding
cotopaxi
Source: http://myemma.com/blog/article/brilliant-examples-of-brands-killing-it-with-email-marketing
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Offer Email Marketing Sample
• Engages curiosity, through the use of an interesting image
• Prompts possible sales
J.CREW FACTORY
Source: http://blog.stamplia.com/buyers/best-email-marketing-examples/
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MORE EMAIL MARKETING INFORMATION
• Vero – 40 Tips for Dramatically Better Emails• http://www.getvero.com/resources/guides/email-marketing
-best-practices/
• MailChimp – Email Marketing Field Guide • Online Version:
• http://mailchimp.com/resources/guides/email-marketing-field-guide/html/
• PDF Version: • https://static.mailchimp.com/guides/email-marketing-field-gui
de/package/email-marketing-field-guide.pdf?_ga=1.232350108.226125646.1446169678
• Constant Contact – 125 Email Marketing Resources
• http://blogs.constantcontact.com/email-marketing-best-practices-2/
2016 Resources to Explore in Greater Detail
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ADDITIONAL MARKETING RESOURCES From Your Friends at Kuala Lumpur Marketing Meetup
• Join Us for Lots More Free Workshops!• SEO Bootcamp:
• Saturday, May 14, 10 AM – 4 PMBinary.com, Cyberjaya
• Many More Marketing / IT Subjects:• Check the Calendar:
• http://www.meetup.com/Kuala-Lumpur-Marketing-Meetup/
• Follow Us!• Facebook:
• https://www.facebook.com/Kuala-Lumpur-Marketing-Meetup-203684033319402/
• LinkedIn: • https://www.linkedin.com/company/7591769
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Thanks for AttendingToday’s Email Marketing Workshop!See You Next Time! Bring a Few of Your Buddies!