how to achieve 4300% roi with email marketing
TRANSCRIPT
@AjAntonicello
With Email Marketing
How to Achieve 4300% ROI
@AjAntonicello
@AjAntonicello
@AjAntonicello
A Facebook “Like” is equivalent to an Email
“Opt-in”
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Email Marketing Is here to stay
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@AjAntonicello
of adults in the U.S. check email first thing in the
morning(Ezanga 2014)
58%
yields, on average, 4300% return on investment for business and brands across the United States.
Email Marketing
(Direct Marketing Association (DMA) 2016 Statistical Fact Book)
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Email Marketing is also the most effective, and least difficult digital marketing tactic available to Marketers.
(Ascend2 2014)
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70% of US Consumers say email is their preferred method of communication from businesses. (MarketingSherpa)
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How come not everyone who is utilizing email is
seeing a 4300% ROI?
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What works is Value Exchange
Determine Your Customer Journey
STEP ONE
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Trying to be everything for everyone means that you’re nothing to no one.
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Modern email marketing is best described as ‘Email Nurturing.’
Modern email marketing is best described as ‘Email Nurturing.’
It’s all about delivering the right content to the right person, at the right time.
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Maximize Your Email Marketing Spend
1 Define your target market.
2 How do they interact?
3 How do you plan to reach them –
directly, indirectly, word-of-mouth?
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Where do you believe your revenue will come from in the next 24 months?
The unaware -people or
businesses that have no idea who you are
today
The aware – people or
businesses that know of you today but are
not a customer
The active -people or
businesses that have already
purchased from you
The ultimate goal of your marketing strategy is to make the unaware aware,
drive the aware to become active, and get the active to return on a regular basis.
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Email marketing and dating
relationships both begin at the infatuation stage.
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Build a Highly Effective Email List
STEP TWO
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Ascend2’s 2015 Email List Growth Strategy named “website access” (aka form-based registration) as the
best way to build a list.
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Pop-up Forms can increase opt-in rates by 1000%!
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What if pop-ups aren’t your thing?
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Content downloads
also are one of the only
methods where it is generally acceptable to ask for more
than a name and email address
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Most people don’t want to spend more than a few seconds filling out a form, so keep it short and sweet.
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Using Social Media
List Growth
Don’t be afraid to go out-of-the-box with your social media email list growth strategy.
What about Purchased Lists?
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Of doing email the right way
Tertiary Benefits
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Customer loyalty can also be built through your email marketing strategy when you communicate your desire to continue the
relationship with your customers after they make a purchase.
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Loyalty results in more frequent purchases, higher purchases per
transaction, and other benefits that aren’t even tied to the cost of the email
you sent.
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Start an Autoresponder Welcome Series
STEP THREE
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Relevant emails drive 18x more revenue than broadcast emails
(Jupiter Research, 2016)
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A recent study from Return Path found that welcome emails don’t just boost click-through rates. They kick up the revenue,
too.
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An Autoresponder Welcome Email is a series of email content that gets delivered every time someone subscribes to your
email list.
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Work Off a Plan
STEP FOUR
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41% of companies surveyed pointed to lack of an effective strategy as the most challenging obstacle to email
marketing success.(Ascend2, 2016)
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Don’t automatically assume that you know what your customers or audience want to hear about.
If a plumber can provide value in their email marketing strategy, then you can, too!
Make Sure Your Email Content Is Not About You
STEP FIVE
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Remember these three questions when creating highly valuable content:
1. What does your subscriber need? 2. What are their main problems that you can help solve? 3. How can you be of service?
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Use Targeted List Segmentation & Message Personalization
STEP SIX
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A 2015 Lyris study found that 39% of marketers who segmented their email
lists experienced higher open rates, 28% experienced lower unsubscribe
rates, and 24% experienced better deliverability and greater revenue.
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For the beginners out there, don’t overcomplicate your segmenting strategy.
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There is no “perfect” sending frequency that will apply to everyone on your list
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The average shopping cart abandonment rate is 67%
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Utilize Responsive Design
STEP SEVEN
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Act-on more than doubled their own CTR with responsive email and significantly increased the number of sales-ready leads
(SLRs) generated.
Optimize Transactional Emails
STEP EIGHT
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The click rate for transactional emails is 42% higher than the click
rate for a newsletter.
(Vero, 2016)
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Amazon Is the King of Personalized Transaction Emails
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ABABT – Always Be A/B Testing
STEP NINE
What should you test?1. Call to Action Button2. Subject Lines3. Send Time4. Images5. Content6. Placement
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Always Include a Call-To-Action
STEP TEN
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Calls to action actually make the top of the list for most effective ways to
increase click-through rates by 65%
(Ascend2, 2016)
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Track, Measure and Improve
STEP ELEVEN
“Give me a stock clerk with a goal and I’ll give you a man who will make history. Give me a man with no goals and I’ll give you a stock clerk.” ~ J.C. Penney
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According to research from the Direct Marketing Association, 60%
of consumers have made a purchase due to an email marketing
campaign.(Direct Marketing Association)
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SIX KPI’s To Consistently Track
1.Conversion Rate2.List Growth3.Unsubs4.Engagement5.Open Rate6.CTR
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DO NOT take on a relationship with more than one person at the same time.
Email me at [email protected] for a free eBook of today’s
presentation
www.delivra.com@AjAntonicello
Anthony Antonicello
@AjAntonicello
THANK YOU!