how to use email marketing - isle of man to use email to market … · blog post press release...
TRANSCRIPT
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How to use email marketing
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You are a publisher
Online is now your magazine
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Who are you posting to?
How to …Viewer …
WEBSITE – WEBSITE - WEBSITE
Which social platform should I be using?
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Why use email
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Retention and relationships
How many repeat bookings do you get?
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Reduce lead time
On the bucket list!
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Average 40% of emails are opened
2% of Facebook posts are shown
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Social media is rented ground
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What content to share
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Who is your ideal customer?
✓Start with a name
✓Age
✓Where they live
✓Are they bringing a family
✓What type of holiday
✓How long do they have
✓Problems and fears related to a holiday in the Isle of Man
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• Special OFFERS • Rewards• Other peoples content• Tourism• Blogs • Links• News online
How can you collaborate
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Repurposing content …
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Repurposing content …
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Facebook postFacebook advertVideo Instagram post Instagram story TweetYouTube videoRadio interview
PodcastBlog postPress release PosterPostcardsWebsiteOther peoples audiences
Content everywhere …
CollaborationTripAdvisor Guest bookPinterest
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✓ TripAdvisor reviews✓ Taken from visitors book ✓ Video testimonials – Facebook/YouTube/ Website✓ From social media – screenshot add to highlights
Repurpose Testimonials
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Content is already created
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Repurposing content …
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Create the title for an email for this couple?
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Email for this couple?
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What is a lead magnate?
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• You exchange a piece of content in return for an email address and name – and the permission to contact
Lead magnates are pieces of content
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• Guide to ..• Tips for …• Best places …
Lead magnates are pieces of content
• PDF Sheet• Link to a video • E-Book• Competition
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Lead magnates are pieces of content
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Delivering your email
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What email providers can you use
Use an email provider
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Why is open rate important
40% is a good open rate
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How often should I send?
40% is a good open rate
What time of day?
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• Wrong address (bounce)• Too many links• Too many images • Not using double opt in
Why do emails end up in spam?
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• Time of day• Trusted source • Keep it short and simple • Being consistent
Best delivery?
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Writing your email
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What is a funnel?
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Welcome sequence
Email 2
Email 3
Email ONE is SUPER
IMPORTANT
Main List
EMAIL 1
Welcome / set expectations / clean your list
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The WELCOME email
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The WELCOME email
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EMAIL 1
EMAIL 2
EMAIL 3
4
5
Hello and welcome [Offer the ability to OPT out] - Set
expectations what and when
Send something worth opening - OFFER / Discount
Send great [evergreen] information - Link to a Blog / Downloadable
guide
Put your shipping details
NOW ADD to Main List
Saying hello and welcoming in
Welcome sequence
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Writing your email
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Adding an automation …NOW what
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Tell it what to do next
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Building an email list
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Tag your email contacts and create lists ….
• Returning visitor • New enquiry• Old enquiry • Competition entry• Key customer – ambassadors
Send emails specifically for them …. Make them feel special
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Templates save you time ….
• Families – a list of family attraction links• Transport - containing links to timetables or special
events• Restaurants – your eating out recommendations
Especially for frequently asked questions ….
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Clean Your existing list
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If you don’t do anything else ….
• Collect ALL your emails in one place • Send out a WELCOME email – with the option to
leave the list • NOW you have a CLEAN LIST • Commit to sending at least a monthly email to your
list
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Welcome Sequence
Main List
Welcome sequence
Email 2
Email 3
Monthly email
Ask for consent on the phone
Competition entry card
3rd party booking
Social media message
Email 1
Welcome Sequence
Welcome Sequence
Welcome Sequence
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Sorting by people and action
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Choose one piece of content – Based on your visitors experience
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Choose one piece of content – Based on your visitors experience
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The Big three
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Number 1
Produce great content and be helpful
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Number 2
Be consistent
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Consider your social media as a community
Number 3
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Make your content count
So What
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• Out & about• Eating out• Things to do• Family fun• Seasons
Create content categories
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• Spotlight – a guest/review/• Announcement – new room/special rate• Education – inform /explain• Behind the scenes – the people /the faces
Types of posts
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• Video with a teaser – send them to your website
• Step-by-step – a guide to• Inspirational / aspirational – a place you want
to be
Types of posts
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• 5 Reasons why• 3 Underrated gems• 8 Best walks• 10 Pictures of what it’s really like …• A cottage for all seasons
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• Great places to eat• 3 Things you should know before visiting • Isle of Man in autumn• 5 Family adventures • 5 Ways to explore
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How to use email marketing