email marketing does it work?
TRANSCRIPT
EMAIL MARKETING
Brad Batesole annual legislative training assembly
DOES IT WORK?
YES
AGENDA
• Why you should use email marketing
• How to do inbound
• What makes effective emails
• Strategies for improving email
• Collecting addresses
BRAD BATESOLE
• Santa Barbara, CA
• Lynda / LinkedIn: Staff Author
• Branded Crate: Marketing Consultant
• Founded Successful Venture at age 15.
• Loves: Flying & Scotch (But Not Together)
This is a conversation. Ask questions.
WHY YOU SHOULD USE EMAIL
I’ve heard the complaints.
Spammy Old School
Never Opened Difficult
Overused
But e-mail is awesome.
• 95% of internet users have it.
• 91% of its users check it daily.
• Lifespan is longer than social media.
• It’s highly personal.
• Done right, it’s incredibly engaging.
• It’s cheap.
EMAIL’S GIFT TO YOU
YES, THERE’S SPAM
But e-mail software is getting smart.
JUST SEND SMARTER E-MAIL
Keep the experience branded.
Simple works.
Optimize e-mail for sharing.
Give people easy access to spread the word.
Segment your subscribers.
Where did the subscriber come from?
What was their last action?
How much content have they consumed?
What demographic data do you have?
Collect details later.
Define their stage.
Awareness
Consideration
Action
Create customized content for each segment, and for each stage.
Send the right content at the right time.
Build automated workflows.
Topic Blog Subscriber New Donor Engaged Contact Re-Engagement Event Reminder
Workflows:
AWeber / Hubspot / Pardot / Mailchimp can all handle automation.
Nurturing is the goal.
Self-Actualization (Action)
Self-Esteem (Add Value)
Love & Belonging (Personalization + Social Proof)
Safety & Security (Transparency)
Physiological (Timing)
E-mails should have value
You must identify a specific goal.
Clear call to action.
$3 Ask.
Personalization is key.
Hyper targeted is expected.
Hi {{First Name}},
I was just thinking about your town of {{Town Name}} and thought I’d reach out.
I’m working on XYZ, which impacts you and everyone else in {{Town Name}}.
{{Call To Action}}
Keep it to one topic. Keep design and copy to a minimum.
Focus on one ask.
Send as a real person.
Use pre-header.
50 character subject lines. Emojis work.
Optimize for mobile.
Roll out the red carpet for subscribers.
Interactive e-mails.
Maintain consistency.
Get help to set it up, and then fly
it yourself.
Look at what others are doing and catch
good ideas.
A/B Test
Evaluate Timing
