email marketing 101: basics overview
DESCRIPTION
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.TRANSCRIPT
EMAIL MARKETING 101:
BASICS OVERVIEW
Adam Q. Holden-Bache March 2, 2011
• EMAIL MARKETING: BENEFITS & VALUE
• GETTING STARTED
• DESIGN
• MESSAGE PREPARATION
• POST CAMPAIGN
• EMAIL AND SOCIAL: THE PERFECT PARTNERSHIP
Table of Contents
EMAIL MARKETINGBENEFITS AND VALUE
• Ease of Use• Speed• Frequency• Measurable• Targeted• Viral/Sharable• Cost-efficient
Email Marketing Benefits:
Email marketing will generate an
ROI of $43.62 for every dollar spent.
Source: DMA ”Power of Direct Report 2009"
Source: Flowtown “My Mom is on Facebook”
Everyone uses email.
It’s where the budgets are going…
GETTING STARTED
Define Your Objectives
Create a Plan
Don’t Overextend Your Resources
How will you measure success?
PLANNING
What’s in it for me?
Deliver content that will:• Save time
• Save money• Provide relevant information
Create Your Own Style
• Show personality• Engage
• Have fun
Be consistent
• Layout and design• Tonality
• Delivery times/frequency
DESIGN
Use Images to Enhance, not Deliver
Do not rely on images to deliver your message. Use them only to visually
support your text content.
Images Off
Images On
A majority of recipients do not see images by default
Design for the Preview Pane
• Put primary offer in top 3-4 inches• Review your email in various preview pane
setups (columns, wide and classic views)
Layout
• 640 pixel width (works best for web/mobile)• Think “blocks” of content
• Allow for flexibility in design• Keep mobile scaling in mind
MESSAGE PREPARATION
Subject Line
• Keep it under 40 characters• Put key information at beginning
• No non-ASCII characters• Be unique, compelling, engaging, actionable
FROM Name
• Make sure it’s easily recognizable • Use your company/brand name
(unless you have a brand personality that everyone knows)
FROM Email
• Use a real corporate address• Do not use “donotreply” addresses
• Avoid changing it
Content
• Set a single objective• Stay focused• Be relevant
• Nurture the relationship• Focus on the long-term
Copy
• Use web-safe fonts (Arial, Verdana).• Make it scanable
• Use bold copy and bullets • Don’t use italics (hard to read)
Emails are not web pages.
Do not use:• Flash• CSS
• Audio or Video• Javascript
• Forms or Surveys
(But you can link to this content on your site)
Test. Then test some more.
• Subject Lines• Offers
• Time of Delivery• Creative
• Calls to Action• Anything else meaningful to your success
POST-CAMPAIGN
Support Your Emails
If you are successful, you’ll need to manage responses, leads, orders, opt-ins, etc. Be prepared.
Review Your Results
EMAIL & SOCIAL:THE PERFECT PARTNERSHIP
EMAIL SOCIAL MEDIA
78% of consumers share information via email
versus 22% who prefer social media.
Source: Marketing Sherpa ”Email is Social and it’s not Going Anywhere"
Methods used for sharing online content
Over 20% of social media users have shared something from
an email campaign to their social accounts
via a share option.
Source: Merkle ”View from the Social Inbox 2010"
Only 27% have implemented a social strategy into their email campaigns.
Connect and Share
Including a social sharing option in an email increased click-through rates from an average of 7.2% to 8.7%.
Including as many as three different sharing options boosted the rate to 11.2%.
Source: GetResponse "Email Marketing and Social Media Integration Report"
Mass Transmit - multi-channel Internet marketing agency
Email Transmit - email service provider (ESP)
Group Transmit - social sharing application
How Mass Transmit Can Help
@MassTransmit
@EmailTransmitFacebook.com/MassTransmit
THANK YOU
Adam Q. Holden-Bache8701 Mallard Creek Dr.
Charlotte, NC 28262704-706-2670 x200
Twitter: @adamholdenbache