effective email marketing by dave archer
TRANSCRIPT
![Page 1: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/1.jpg)
Effective Email Marketing
Dave ArcherPresident and CEO
(775) 315-7635
[email protected] / www.NCET.org
![Page 2: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/2.jpg)
NCET
• Northern Nevada-based 501(c)3
• Helps Nevadans start and grow businesses
• Monthly and annual educational events
• Serves as a clearinghouse and marketing arm for nonprofit and gov’t resources
![Page 3: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/3.jpg)
Why Use Email Marketing
• Effective• Relatively inexpensive• Timely• Flexible
![Page 4: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/4.jpg)
The Key to Successful
Email Marketing is…
![Page 5: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/5.jpg)
Your List
![Page 6: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/6.jpg)
Email Goals• Build and maintain quality list• Maximize open rates• Maximize conversion rates:
– Purchases– Downloads– Click-thru – Other
• Minimize unsubscribes / spam reports
![Page 7: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/7.jpg)
NCET Email• Email service: Constant Contact
• Email list ~10,000 Nevada business, community and educational leaders– Built one email address at a time
• 1.7 million emails per year– From 1 to 7 email each week
– Event / Program Promotion, Newsletters
• Open rate ~ 14%
![Page 8: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/8.jpg)
List Maintenance• Lists need TLC - and lots of it
– Unsubscribes and address changes erode lists fast
• Beware of list fatigue– Conversion rate vs unsubscribe rate
• Bounces– Contact individuals to verify correct email address or for
updates
• Blocks– Contact individuals / IT departments about spam filters,
white lists, etc.
![Page 9: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/9.jpg)
• Buying or Renting Lists– Friends don’t let friends buy lists.
• Creating lists– Customers– New contacts / business cards– Webpage sign up form
• Unsubscribes / spam reports
List Maintenance
![Page 10: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/10.jpg)
Effective
Emails
![Page 11: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/11.jpg)
Email Addresses
• Your email address is as important as your brand
– Carefully consider your name and domain
– Should be consistent with your brand
• Selecting a name and a domain name
– .com, .edu, .gov, .net, .org
– Be careful with .biz
– Gmail, Yahoo, AOL?
![Page 12: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/12.jpg)
Developing Effective E-Mails
• Format• Subject Line• Call to Action• Email Length• Frequency• Graphic and Image
• Background• Fonts• Colors• Dimensions• Compatibility• Attachments
![Page 13: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/13.jpg)
Format: HTML vs Text
![Page 14: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/14.jpg)
Subject Line
• Grab reader’s attention• Don’t mislead - deliver what you promise• A-B testing of different subject lines• Avoid spam filter traps
– http://spamassassin.apache.org
![Page 15: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/15.jpg)
Call to Action
• What do you want your reader to do?– Call now– Buy– RSVP– Click-thru– Save-the-date– Image advertising
![Page 16: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/16.jpg)
Email Length
• Need to capture attention in first sentence• Unless it’s a newsletter, keep it “above the
fold”
![Page 17: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/17.jpg)
Above the fold
![Page 18: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/18.jpg)
Frequency• Know your audience
– Weekly? Monthly?• Recipients will accept emails that deliver
something new, interesting or important• Will be irritated by emails containing
“useless” or repetitive information and will unsubscribe
![Page 19: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/19.jpg)
Graphic and Images
• Too many images can distract• Too many images can increase download
times• Test by sending to yourself• How does it look on your phone?
![Page 20: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/20.jpg)
Backgrounds• Avoid busy backgrounds• White is good…
![Page 21: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/21.jpg)
Colors• Which is easiest to read?• Which is easiest to read?• Which is easiest to read? • Which is easiest to read?• Which is easiest to read?• Which is easiest to read?• Which is easiest to read?
![Page 22: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/22.jpg)
Fonts
• Which is easiest to read?• Which is easiest to read?• Which is easiest to read? • Which is easiest to read?• Which is easiest to read?• Which is easiest to read?• Which is easiest to read?
![Page 23: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/23.jpg)
Colors
![Page 24: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/24.jpg)
Dimensions
• 600 – 720 pixels wide– Avoid requiring reader to scroll across email
to read• Above the fold is ideal
– Give reader a reason to scroll down
![Page 25: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/25.jpg)
Compatibility
• HTML• Non-HTML/Text• Mac• iOS / Android
• Test your emails on different Macs/PCs, phones, etc.
![Page 26: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/26.jpg)
Attachments
• People hesitate to open them because of possible viruses, worms etc.
• Creates yet another barrier to communicating your message
![Page 27: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/27.jpg)
BREAKING NEWS: Bugs in your food
![Page 28: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/28.jpg)
“The High Notes, revised”
![Page 29: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/29.jpg)
Festive finds
![Page 30: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/30.jpg)
Measuring Success
• Spam reports• Unsubscribes• Bounces
• Open Rates• Click-Throughs
![Page 31: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/31.jpg)
Email Vendors
![Page 32: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/32.jpg)
Database Software - $150 - $300
![Page 34: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/34.jpg)
Email Editing Software
$100 - $500
![Page 35: Effective email marketing by dave archer](https://reader034.vdocuments.us/reader034/viewer/2022052216/5559299cd8b42a543d8b45e5/html5/thumbnails/35.jpg)
Spam
• Don’t send spam– Use built-in spam checker or 3rd party service
such as http://spamassassin.apache.org• Don’t be perceived as spam
– Frequency– Content
• “Opt-in” is the best policy