email marketing: where it fits in the marketing mix and some tips to help you do it better
TRANSCRIPT
Email Marketing:Where it fits in the marketing mix
and some tips tohelp you do it better
What is Tradigital Marketing
Tradigital refers to the melding or combination of the traditional and computer based (digital) methods used to create something.
Why do you need to think Tradigital
• The consumer journey is very different to 5, 2, or even 1 year ago.
• Traditional marketing platforms by themselves are less effective than before
• The way we communicate is different due to the introduction of new technologies, designed to make our life easier.
Customers consume differently
EDMs in the marketing mix
If you are not using EDMs as part of your marketing strategy you are missing out on leads and sales
Creating your own pink cow
Layered Marketing
How to leverage your EDM campaign
• Leverage & re-use content• Think cross-channel (traditional and digital) • Aim for a minimum of 3 touch points per campaign e.g: EDM,
social, website• Do multiple sends with updates of the same theme• Use a content map to have a clear strategy• Offer free e-book or report• Analyse the data post send
Using EDMs to engage customers
• Reactivate old / past customers• Segment your list and direct messages to specific
audiences. Talk in their language• Educate – don’t sell! Add value for your customers• Ask for opinion / survey / research• A/B testing
EDMs can be cross-channel
• Events & expos – get their data and encourage sign ups on the spot• Tablet or iPad• Manual sign up forms• QR codes / expo lanyards
• Can be included in printed material or brochures: e.g: Get more information, Stay in touch, Keep connected
Content Map
• A content Map is a flow chart that shows you where to use each type of content.• Create a Content plan for your EDM’s to help you maximise its exposure
What to do post-EDM
• Analyse the data post send• Look at where the most clicks were received• Identify new audiences or behavioural patterns• Promote pre & post sending• Use snippets of the EDM in social media posts• Add to your measurement metrics• Test and tweak for next time
Bringing it together
• STRATEGY Have a strategy
• ACTION Taking action is the most important part of the process
• INACTION Each time you say you’re too busy think about the cost of
inaction
• ANALYSE Analyse the data post send. You need to know what
worked and what didn’t
Integration = better results
“When you integrate digital and traditional media, you are giving a great deal more strength to your campaign than if you had a single-layer marketing
campaign. Integrating adds another dimension and you will see that the success of your business
critically depends on that integration.”
Building a quality email list
• Make the initial sign-up as easy as possible
• The quick wins: Homepage optimisation
Enquiry forms, contact forms, online checkout
Converting social followers to email subscribers
Offline opportunities (e.g. point-of-sale)
• Text-to-subscribe
• Refer-a-friend campaigns
• Don’t be afraid to cull inactive subscribers
Getting the simple things right…
First things first – Making it into the inbox
• Sender reputation
• List quality
• Subject line
• Email content Image-to-text ratio
Keywords
Total email size
Plain text alternative version
Length and frequency
• Engagement plummets as your email gets longer Short, single-message campaigns are the way forward
• News articles should be short with a ‘Read More’ link
• Regular newsletters are great - no less than monthly Unsubscribe rates will increase as frequency decreases
• How often is too often? As long as you’re providing value, don’t be afraid to push the
frequency up. Test, measure and adjust.
Content tips to boost engagement
• Be real – people engage with people Includes your ‘From’ details – never use a ‘no reply’ address
• Images, images, images
• Keep every section short and snappy
• Everything should have a call-to-action
• Buttons are more thumb-friendly than text
Stepping it up a notch…
Segmentation & Personalisation
• The days of ‘e-blasting’ to all subscribers are gone
• Send relevant content to key target groups
• Helps keep campaigns short and engaging
• How do we create these segments? Email stats (including ‘Goals’)
‘Update your details’ campaigns
Competitions
Subscriber behaviour (web, purchase history, offline)
• ‘Audiences’
Audiences
Integration
Automation
• Welcome emails
• Birthday emails/SMS
• Click-based segmentation
• Automation funnels/sequences Welcome sequence
Sales funnels
• Quote/invoice follow-ups Integrating with your CRM and/or accounting software
Testing and reporting
• Split testing
• Don’t just look at your email stats, use them
• Goal Tracking
• ‘Audience Insights’
• ‘Email Analysis’
Outside the box
• List-building campaigns
• C2B campaigns (e.g. rallying government or industry)
• Maximising events
– Tablet sign-ups
– ‘Text for more info’
– Voting boards
• …or anything else! (just ask us)
