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Essentials of Email Marketing
Presented by: Jesse RichardsonLearn more about the presenter:
jesserichardson.com
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Meet Us!Jesse Richardson Connect with us!
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Cratejoy Knowledge Baseforum.cratejoy.com
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Overview:• The types of email marketing
• Why email marketing is a key piece of the puzzle
• Options (and why Mailchimp)
• A challenge from us
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Email Marketing: 3 Basic Buckets
There are three basic buckets you can place emails in:
● Transactional: Action-trigged emails, relating to customer accounts and action (signing up, shipping, cancelling, etc.)
● Bulk/Marketing: Promotional emails created by you and sent to customers in order to encourage sales/actions.
● Automated & Drip Campaigns: Marketing or education based emails, predefined by you.
We’ll focus on the latter two.
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Email Marketing: Why Spend Time On It?
Email marketing can take lots of time -- especially in the beginning. Why focus on it?
1. More effective than other free formsa. Social media is great for interactions & engagement. Email converts.
2. Economic a. 85% of US retailers consider email marketing one of the most effective customer
acquisition tactics.3. Personalizable & Easy to Keep Custom
a. Easy to use names, segments, & to tailor perfect messages4. Action-Oriented
a. Clear CTAs -- easy to see the path of the funnel 5. Measurable
a. Open, click through, reply & unsubscribes are just the tip of the iceberg. 6. More People on Mobile = More Interaction
a. Every checks their phone. That means high access to eyeballs.
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Step #1Choose Your Platform
● Lots of options, but where to
start?
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Just some of providers you can use.
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Step 2: Before You Start
1. Create a Mailchimp Account:
2. Create a “List” call it “Leads”
3. Create a Welcome Email (Go to the automation tab)
4. Use SumoMe or OptinMonster to create an “optin”.
5. Install the optin on your Cratejoy store
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Why Use Mailchimp?
We’ll be focusing on Mailchimp… why? There are a few reasons:
● Integration with Cratejoy! ○ Trims your lists & saves you time
● Simple to use○ Easy to make lists, campaigns, automations & more
● Drag and Drop templates○ No coding required.
● Insights and analytics○ Easy to understand & interpret
● Automation and Drip Campaigns
Let’s dive in.
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Inside Mailchimp: The Key Areas to KnowThere are a few things you’ll want to know about when using something like MC.
● Lists: Lists of subscribers based on different attributes, such as ‘Cancelled’ or ‘Lead’ lists○ Can update automatically (but may need to be trimmed)○ Can be segmented based on actions/behaviors/time, etc
● Automations: Emails sent automatically, but are defined by you. ○ “Drip Campaign” – a series of emails meant to encourage a specific action
○ “Lead Nurturing” refers to building a relationship with your lead (potential customer)
● Campaigns: One of marketing campaigns, notices, or sales. ○ See the ebook!○ Similar to setting up an automation & you can schedule these
So what do “good emails” look like?
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Good Example: #1 PayPal
Paypal is a payment processing service -- almost everyone knows about it.
But look at how they market themselves here:
What stands out to you?
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Good Example: #2 Litmus
Litmus does a few interesting things here:
● Super clear value● Animated GIF● ‘For Free’ & Sharing Incentives
What stands out to you?
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Good Example: #3 Bonobos
Bonobos wants to sell us some shorts. How did they do it?
● Overall a simple design● Urgency -- “Last Day” ● 25% off ● Click to the exact right size for YOU
What stands out to you?
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What are you waiting for?
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Assignment: NEXT Thursday!
• It’s Aug 11th. On Aug 18th, you should have:
• A dedicated Mailchimp or marketing account
• Set up basic lists, a welcome email (automation) & schedule 1 campaign
• Know where your traffic is coming from.
• Next up… grow your lists!
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Q+A
Add some questions to the right panel. Let’s chat!
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Action Item Reminders
1. Start with mailchimp
2. Get an optin
3. Design early emails/automations
4. See what’s working and analyze