email strategies that just plain work
TRANSCRIPT
Email Strategies That Just Plain Work!
Spencer PowellInbound Marketing Director@spowell24
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The Death of the Newsletter
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The newsletter will dilute the main call-to-action or the purpose of the email. If you include a series of blurbs or article summaries, the attention of your recipients will most likely be spread across these tidbits of information as opposed to staying focused on a certain element.
The Death of the Newsletter
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The design of a newsletter becomes a much more complicated task than other emails.
You’ll have to spend some time deciding on the right placement of images and text, alignment, and prioritization of information.
The Death of the Newsletter
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People like small chunks of information, but more often.
Personalization
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•Have the email sent from a person instead of the company. •Make it look like an actual human took the time and effort to craft the message and will field any responses.
Personalization
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Mass- Market Campaigns Personalized
14% Better Response Rate!
All
Remodeling
Bathroom Kitchen
Custom Homes
Personalization
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Segment Your List!
Remodeling
Bathrooms Kitchens
Custom Homes
Personalization
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Name
Company Name
Industry
Interests
Wow! They are talking to
me!
Personalize the Subject Line
Personalization
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Greet Recipient by First Name
Reference Prior Behavior
Call to Action Relevant to Reader’s Behavior
Personalization
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Landing Page and Email Deliver the Same Message
Personalization
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Follow-up Email: Thanks the customer for converting and makes recommendations for next actions
Timing
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Emails sent on Saturdays and Sundays tend to have much higher click through rates than those sent during the business week.
Business Week
Sundays
Saturdays
Timing
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This data is always changing!
2 years ago, Tuesday was the best day for opens and clicks.
Saturdays
TuesdaysSundays
Timing
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•Unsubscription rates tend to peak on Tuesday and are the lowest on Thursdays.
•From an unsubscription perspective, Saturdays are one of the best days.
Tuesday
Thursday
Content
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•Your landing page should match the email in terms of headline, copy, and content.•The look and feel of your landing page should also match the email.
Content
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What your email subject line promises, the email message should deliver. Because when readers don't get what they're actually promised in the subject line, click-through rates plummet -- and in the long term, so will your email open rates.
Content
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The opening paragraph recalls for the reader why they're being emailed. Example: they downloaded a piece of content and the email is to follow up on whether that content provided helpful strategies to implement. By reminding the recipient that you know one another because they've read great material from you in the past, you have a greater likelihood that they'll click through and redeem your offer in this email.
Content
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Write emails in second person. Writing in the second person means you orient the copy towards the reader, not yourself. Try using ‘you’ and ‘your’ instead of ‘we’ and ‘I’.
You & Your I & We
Content
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Talk about benefits, not features.
Benefits for you! Features of our product.
Content
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Be brief. It's more likely that you scan for important points so you can glean the overall message, and decide whether you want to take any action. Don’t shove the whole story down their throats.
Content
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Use actionable language in the call to action.
Sequence
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The first priority is to make sure you have something valuable to teach your leads. Remember, you are an expert within your industry - continue teaching your leads something new and they will be more than happy to receive your emails and continue engaging with your business.
Sequence
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Talk about only one topic and include a call to action
Sequence
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Keep it short. The lead should be able to glance at your email and within five seconds know the value it provides to them.
Sequence
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Carefully planning the flow of your emails will help you create well rounded campaigns that pull your leads through the sales funnel. The first email after the initial conversion might be very educational, while subsequent emails should continue to educate while giving the lead an opportunity to convert a second time.
Customer!
Email #3
Email #2
Email #1