Masters of MarketingHow to Create Awesome Emails That Won’t Get Deleted
Heather GallowayAgencyBuzz Coordinator
Welcome to Masters of Marketing!We will begin the webinar promptly at 12:00pm, CST.• Today we'll be talking about Writing Awesome Emails (That Won’t Get Deleted).
• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg
• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.
• Join us next time (11/21 at 12pm, CST). One of our SEO Coordinators, Dylan Brooks, will cover: Combining Paid Search and SEO in Your Agency Marketing Strategy
Thanks for joining us today.Heather Galloway800-383-3482 x [email protected]
5 Key Components of Awesome Emails• Audience – Figure Out Who They Are• Subject Line – Get Them Hooked• Design – Make Them Want to Read• Copy – Make it Worth Their While• Call to Action – Give Them Something to Do
Audience – Who Do You Want to Reach?• Contact Segmentation – Targeted groups of people
are more receptive to relevant content• Where is your audience at in the business cycle?
(Prospect, Customer, Renewal, Lost)• What product/service are you trying
to sell? • Who would benefit from it
most?
Audience – Who Do You Want to Reach?• EX: College Renters Insurance• Product/Service: Renters Insurance for College Students• LOB: Renters Insurance
Age of Buyer: 17-23Location in Sales Cycle: Prospect
• Email Campaign: Renters Prospect Drip• EX: Long Term Care/Disability• Product/Service: Long Term Care/Disability Insurance• LOB: Long Term Care
Age of Buyer: 55+Location in Sales Cycle: Prospect
• Email Campaign: Long Term Prospect Drip
Audience – Who Do You Want to Reach?• EX: Refer-a-Friend Campaign• Product/Service: Referral Campaign• LOB: All Lines
Location in Sales Cycle: Customer, Renewal• Email Campaign: Refer-a-Friend
• EX: Social Media Followers• Product/Service: Social Media Solicitation• LOB: All Lines
Location in Sales Cycle: All• Email Campaign: Social Media Drip
Subject Line – Make Them Open It• First Impressions Are Important• Short: Under 50 Characters• Descriptive: Insight into Email’s Purpose• Clear: Legible; Avoid CAPS• Personalize: Reach Out to Your Audience; Use
Contacts’ Names• Tone is Everything• Make Your Audience Pick YOUR Email to Read
Subject Line – Make Them Open It• "Best of Groupon: The Deals
That Make Us Proud (Unlike Our Nephew, Steve)“• “How’d You Get So Weird?”• “Mondays are Suddenly
Awesome!”• “Happy Birthday, (Contact
Name) - Surprise Inside!”• “The Walking Debt – Bite Back”
Subject Line – Make Them Open It• EX: College Renters Insurance• “About Your New iPad…”• “7 Things to Protect From Your Potluck Roommate”
• EX: Long Term Care/Disability• “Protect What Matters Most”
• EX: Refer-a-Friend Campaign• “Refer a Friend and Win!”• “Sharing is Caring”
• EX: Social Media Campaign• “Follow Us; We Follow Back!”
Design – Make Them Want to Read• Use Legible Fonts: Make sure
that your font choice shows up across all platforms, domains, clients, and devices.• Arial, Courier New, Georgia, Times
New Roman, MS Sans Serif• Consider White Space:
Declutters Content & is Mobile-Friendly• Designs that Mimic Your Website
Are Comforting & Familiar
Design – Make Them Want to Read
Design – Make Them Want to Read
Copy – Make It Worth Their While• Keep it Short & Sweet• Provide Visual Appeal• Avoid Spam Triggers• Centralize Your Content• Link to External Content• Compelling Content Won’t Get
Deleted• PROOFREAD YOUR COPY!
Copy – Make It Worth Their While• Say What You Want in the First Sentence Paragraph• REMEMBER YOUR AUDIENCE and Cater Accordingly• Maintain a Good Balance Between Sales &
Information• Newsletter TIP: 90% Educational, 10% Promotional
• Establish Brand Identity and Credibility• Sound Like a Real Person• Content Should Be Easily Scanable• Examples:• Industry News, Educational Material, etc.
Copy – Make It Worth Their While
Call to Action – Give Them Something to Do
• Content Should Be Actionable• Persuade Your Readers to Take
Action AND Share the Message With Others• Use Contrasting Colors that
Coordinate• Location is Key• Readers Want to Be Told What to
Do
Call to Action – Give Them Something to Do
Call to Action – Give Them Something to Do
Let’s Put it All Together…
Interesting Subject Line
Branded Design
Personalized Message
Compelling Content
Clear & Concise Subject Line
Branded Design
Initial Copy is Clear & Direct
Clear CTA
Secondary CTA
Immediate Message
Immediate Sub-CTA
Clear & Concise Subject Line
Informal Copy
Obvious CTA
Last-Minute Tips & Tricks• Segment-Out Your Audience• Choose a Great Subject Line• Think About Your Design• Create Compelling Copy• Generate Clear CTAs• Proofread & Test Send ALL Emails• Concision is KEY! Keep it Simple!• Always, Always, Always Review Your Email Stats
Thank You for Joining Us!• We will be posting the link to today’s recording on
our blog:http://www.getitc.com/blog/marketing/
• Join us next time (11/21 at 12pm, CST). One of our SEO Coordinators, Dylan Brooks, will cover: Combining Paid Search and SEO in Your Agency Marketing Strategy
Heather Galloway800-383-3482 x [email protected]