high roi email marketing v1
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Revving-Up Your High ROI Email Marketing
Larry FournierFourthman Communications
www.fourthmancommunications.com
© 2012 Fourthman Communications.2
Why Email Marketing?
In 2012 The DMA Estimates that Email ROI will be Nearly 40% Generating $70 Billion in Sales.
Are You IN?
© 2012 Fourthman Communications.3
A Few Words About SPAM!
SPAM Risks Include Loss of Clients and Tarnished Reputation.
Don’t Risk It!
© 2012 Fourthman Communications.4
Building an Opt-in Email List
Building an Opt-in List is an Ongoing Marketing Campaign.
Simplify, Simplify, Simplify!
© 2012 Fourthman Communications.5
List Segmentation: Reaching the Right Audience
Segmentation Increases Conversions, Reduces Opt-outs and Encourages Message Forwarding.
Personalize.
© 2012 Fourthman Communications.6
Email Marketing Basics
Email Marketing Is Not a One-size-fits-all Approach.
Act Accordingly!
© 2012 Fourthman Communications.7
Event
Invitations
Newsletters
Autoresponders
Welcome Programs
Cross-Sell & Up-Sell
Nurturing
Customer Satisfaction Programs
Win-Back Programs
Abandonment Programs
Email Marketing Basics – Examples of Programs
© 2012 Fourthman Communications.8
Email Marketing Basics
Build Demand
Increase Web Traffic &
Registration
Drive New & Repeat BusinessCreate Loyalty
Improve Awareness
Build Your Business with Email.
Go With It…
© 2012 Fourthman Communications.9
Email Design Considerations
Email Design is Critical to Deliverability, Click-through and Conversion Rates.
Your Call-to-Action!
© 2012 Fourthman Communications.10
The Importance of Testing
Test. Test and More Testing.
SPAM Filters are Not Your Friends!
© 2012 Fourthman Communications.11
The Importance of Testing
Continual Changes and Adjustments are Needed to Optimize Your Email Effectiveness.
Never Settle!
© 2012 Fourthman Communications.12
Incorporating Social Media into Your Campaigns
Leverage Social Media to Reinforce Email Campaigns!
Socialize Now.
© 2012 Fourthman Communications.13
Measuring Results
Track Behavior from Clicks to Conversions for Campaign Refinement.
Continually Improve Success.
© 2012 Fourthman Communications.14
Measuring Results
Click-through rate
Open rate
Delivery rate
Clicks per link
Clicks per email
Post-click conversion rate
Response by list segment
Revenue per email
Social sharing rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Email marketing metrics tracked by % of organizations tracking them
Source: Marketing Sherpa Email Marketing Benchmark Survey
© 2012 Fourthman Communications.15
Summary and Checklist
Well Worth Your Time to Use and Perfect.
Avoid SPAM. Never Buy a List.
Building a Solid Opt-in List is a Constant Marketing Campaign.
Simplify Your Opt-in Registration Form.
Use Segmentation to Target & Personalize.
Test to Optimize Results/Avoid SPAM Filters.
Leverage Social Media in Campaigns.
Track. Measure. Adjust. Repeat!
© 2012 Fourthman Communications.16
For More Information
Fourthman CommunicationsLarry Fournier, Chief Marketing Consultant
Email:[email protected] the Web:www.fourthmancommunications.comPhone:1-508-714-0431