e - E nvel o pe e-Envelope PUSHING THE INTEGRATING EMAIL INTO YOUR MULTI-CHANNEL MARKETING PLAN 1 . How Effective is Email Marketing? Email can be up to 20x more effective than other marketing outlets Consumers who receive email marketing spend 83 % more when shopping ROI = $44.25 for every dollar spent OH! …And getting your emails OPENED Their orders are 44 % larger They order 28 % more often 70% of digital marketers see email as the top medium for ROI Why Email? ✔ Cost-effective ✔ Versatile ✔ Immediate ✔ Personal ✔ Trackable of B2B e-marketers plan to increase spending for email marketing 62 % But it only works if your emails are opened Don’t let your emails end up in the virtual wastebasket! EASY WAYS TO IMPROVE YOUR EMAIL OPEN RATES Use a clean list of TARGETED, opted-in recipients of marketers say segmenting their email database is one of their top objectives in the next 12 months 2. Send from a REAL PERSON that recipients can reply to 5 . Use an attention- grabbing PREHEADER 7 . Optimize it for MOBILE 9 . GIVE RECIPIENTS CONTROL over opting in or out, frequency of emails and content they receive TIP: Avoid impersonal [email protected] email addresses – they will go straight into the cyber-trash Do I know you? Are you a human being? ! 3 . Write a killer SUBJECT LINE 10 . TEST, MONITOR AND ANALYZE 4. Tell ’em what to EXPECT of people say they open an email because of the subject line What did I sign myself up for? Before sending your emails, tell your recipients what type of content they can expect and how often they’ll be hearing from you What did I sign myself up for? Before sending your emails, tell your recipients what type of content they can expect and how often they’ll be hearing from you 6. Display early CALL-TO-ACTION 64 % TIP: Keep subject lines 50 characters or less for maximum impact TIP: Avoid “can’t read this email, view the web version” or other standard language! 32 % TIP: Display your CTA near the top so that recipients can see it without even scrolling! This is your next best chance to give your readers a preview of what’s inside and incentive to open! of subscribers cite “too many emails” as the number one reason they unsubscribe from email of all emails are opened on a mobile device of U.S. email users will access their emails via mobile by 2017 ! ! ! 8. Don’t forget to PERSONALIZE TIP: Use your recipient’s name in the subject line or greeting! ! 38 % 78 % Personalized emails improve click-through rates by 14 % and conversion rates by 10 % Oh, you’re talking to me? 69 % Study the behaviors of your recipients! What time of day do they usually open your emails? What links are they clicking on? What are they interested in? Don’t forget social sharing buttons! 44 % 28 % 70 % ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Sources: www.marketingcharts.com www.econsultancy.com www.blog.cmbinfo.com www.forrester.com www.contentmarketinginstitute.com www.aquent.com www.blog.hubspot.com www.emarketer.com www.icontact.com www.blog.getresponse.com Emails with social sharing buttons have a 115 % higher CTR than those that do not Targeting and segmenting will increase your CTR from 3 % to 8 % ©2013 Sikich LLP. All Rights Reserved. www.sikich.com TIP: Create buyer personas and connect with them by sending messages tailored to their wants, needs and behaviors. !