essentials of high performing email marketing programs

STEPHAN HOVNANIAN /* @stephanhov */#semrushlive

Essentials of High-Performing Email Marketing Programs STEPHAN

HOVNANIANwww.shovi.com@stephanhov


What we’re covering todayEmail’s place in the marketing continuum

What email is, and what it isn’t

Creating goals and defining success

The secret sauce to being relevant in the inbox

Segmentation, content, and optimization tips

Tests and metrics worth playing with

Your questions


What Email MarketingCan Do for YOU...


Where does email fit in?

image credit: Bigstockphoto


Where does email fit in?Communicating with a qualified audience with intent to buy

Communicating through the customer acquisition period

Ongoing customer relations and value nurturing


What email IS and IS NOT



What email IS and IS NOTEMAIL IS…

Brand touchpoint

Trust builder

One-to-one communication

EMAIL IS NOT…

● A sales channel*

● A billboard

● A one-size-fits-all message

*but it can be when done right with segmentation and personalization


Creating YourEmail Marketing Strategy


Defining Success



Defining Success

Industry benchmarks (Silverpop, Litmus, Econsultancy)

How email marketing helps improve sales, support, customer success

http://www.shovi.com/email-marketing/article/email-marketing-strategy?utm_source=SEMrush&utm_medium=presentation&utm_campaign=Email%20Strategy


Setting Goals



Setting Goals

Program Goals...

Churn

Growth

Fatigue

Segment Optimization

Attribution


Setting Goals

Individual Email Goals...

Newsletters

Lead nurturing sequence

New blog post notifications

Welcome/Onboarding series

Transaction receipts

Account-related


Setting Goals

Campaign Goals...

Sales

Traffic

Registrations

Funnel Optimization


Tips for ExceptionalEmail Marketing


Designing for Experience



Designing for the experienceMatch email to landing page

Subject lines & copy - deliver what you promise

Think mobile, even on desktop

Optimize context - timing, content investment

http://www.shovi.com/email-marketing/article/experience-driven-email-design?utm_source=SEMrush&utm_medium=presentation&utm_campaign=Email%20Strategy


Segments and Triggers



Segments and TriggersBrand champions and network amplifiers

Interest based

Content type

Local customers

http://www.shovi.com/email-marketing/article/email-segmentation-copy-formulas?utm_source=SEMrush&utm_medium=presentation&utm_campaign=Email%20Strategy


Content Strategies



Content strategies - what to put in your emailsIt’s about them, not you

Experiment with different content types (images vs. text links)

Trade/local events (what you’re attending, what you learned)

Something exclusive

Primary vs. Secondary content

http://www.shovi.com/email-marketing/article/email-newsletter-content-ideas?utm_source=SEMrush&utm_medium=presentation&utm_campaign=Email%20Strategy


List Growth Best Practices



Growing your email listSubscribe page

Link to subscribe page in email

Consistency

Social engagement

Right time, right way asks


Conversion Optimization and Testing

image credit: Stephan Hovnanian


Conversion Optimization & TestingClick-Thru Rate (CTR) vs. Click-to-Open Rate (CTOR)

Split testing

Design elements

Copy and subject lines

http://www.shovi.com/email-marketing/article/case-study-copy-formulas?utm_source=SEMrush&utm_medium=webinar&utm_campaign=Email%20Strategy


Stay in touchWHERE: www.shovi.com, @stephanhov on Twitter, LinkedIn, etc.

WHAT: Email marketing, customer success, and conversion optimization strategies. > 15 years experience.

WHO: Companies transitioning from sales-driven to customer-centric marketing. Primarily B2B.

STEPHAN HOVNANIANwww.shovi.com@stephanhov


Parting Thought...


When someone invites you into their inbox, respect that relationship, and help them see success.

That’s your job; do it well and your email marketing program will deliver huge returns for your business.


Your questions...
