increase email marketing results rodirect 11
DESCRIPTION
Part 5 of the email marketing and social media marketing masterclass at RODIRECT in Bucharest, Romania http://www.michaelleander.meTRANSCRIPT
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Email Marketing & Social Media Marketing Masterclass
- part 5 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
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Email Marketing Audit Components 1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues
Webcast + video free to you
Webcast + video free to you
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The purpose of email marketing is to acquire,
convert, sustain and grow customers whom then in
turn will attract other customers’ through
referrals
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What are you trying to acquire permission for? Are you going to be smart about this?
Send offers and promotions
Send newsletters
Send Alerts and updates
5
1 Volume indicator
H
L
Recipient engagement
L
H
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6
3 different frequencies – each delivers different
types of newsletters
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The Mother of All Tips
TEST. TEST. TEST.
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Test subject lines
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32% Open rate B -> 42% Open rate
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Measure the appropriate metric
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Content interest revealed through tracking
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15 things you can do to improve your email marketing results
More at follow-up webinar
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Creating your email value proposition
Your email value proposition is your
sales pitch to get subscribers to
register/opt-in
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As a minimum you must address
these questions - relentlessly
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1. What are
you offering?
2. ”What’s in
it for me?”
3. Frequency
– how often?
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…but it is ”good taste” to include
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4. Privacy policy / link
5. Opt-out instructions You can unsubscribe anytime you want by following
the link included in each email we send you
6. What happens next? You will receive an email confirming your subscription.
Your first newsletter/message will reach your inbox within
the next 5 days
7. Reference sample
emails/preview
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Structure of your USP / Email
Value Proposition
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• Benefit driven – precise – ask a question if possible Headline
• What’s in it for me? Benefits/value
• What do you want me to do? Call to action
• We don’t spam, sell /rent addresses etc Security
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Structure - suggestion
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What is wrong here?
Free web seminar alerts Get your alerts about free marketing
events once a week.
First name:___________________
Last name:___________________
Email:_______________________ You can unsubscribe anytime you want. Read
our privacy policy here. We do not spam. Security
Headline, USP, frequency
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Free gift multiplies
conversion rates
Benefits + content concept
Re-confirm Value
proposition and USPs
Customize -> show care
about relevancy
Landing page Unique Email marketing Proposition
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The First 30 Days and Welcome Flow
In email marketing
The experience at the beginning of the relationship
impacts the LENGTH (how long the average subscriber
will stay with you) and the VALUE of the relationship
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Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
Sign-up
First Contact
First Newsletter
Second newsletter
The First 30 Days – What’s your flow?
Push referral
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80% click on one or more of those
links!
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Educate your new subscriber –
sequential auto responder welcoming
program
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Day 1 Day 3 Day 5
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CONTROL
From : PriceMinister Advice
Click-Through rate: Index100
TEST
From : Sophie at PriceMinister
Click-Through rate : Index 156
Don’t forget the From Name
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Where people look
● Eye guiding toolkit
● Size
● Shape
● Colour
● Contrast
● Position
● Eye path
● Inverted L
● First two lines
● First two words
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TOP TIP
Check your database/list frequently !
Never active
Seldom active
Active frequently
Always active
40-60%
2-5%
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Three C’s layout
www.emailvision.com
C1 = Capture
C2 = Convince
C3 = Click
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Three C’s examples
www.emailvision.com
C1
C2
C3
C1
C2
C3
C1
C2
C3
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Design and content tips
• Write so that recipient will know that you are familiar with her – You have previously shown an interest in...
• Use emotional links effectively – ”Learn how to improve your ....” instead of ”Read
more”
• Link to stories from text, images, buttons
• Include functional links in your template – Opt-out, online version, Forward-to-a-friend etc
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Design and content tips
• Test different size and color of headlines
• Test different size and color of copy and long/short copy
• When using link to video show playbutton
• Include ”what’s next” to keep reader from opt-out
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Intro links / Pre-header
Intro story (Credibility)
Functional links
Survey or result
”Products and offers”
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
Can be differentiated
based on profile
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TOP TIP Zoom of preheader
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Be quick off the blocks – pre-header
www.emailvision.com
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Measure pre-header activity
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Prime real estate Subject line: Rest In Peace in Zanzibar
Below the fold area
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Give several response options – and put emotions into your link texts
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Re-use content and increase the ”I’ll stick around for more” factor
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Box it Up!
12 sections of personalized content
Increased revenue by 25% per email
sending
What’s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service
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TOP TIP
Check your database/list frequently !
Never active
Seldom active
Active frequently
Always active
40-60%
2-5%
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How to share-to-social?
Include your social media properties to increase engagement
Share button @ each article direct links to the article on your website from social media platform
Increase CTR by 30%
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Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: [email protected]
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