AMTA NERC 2014 Advanced Email Marketing Allissa Haines
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AMTA NERC 2014
Advanced Email Marketing
Allissa Haines
Brooke Thomas
“Authentically connecting with the community you want to serve.”
Review the Basics
❖ Trust
do it right!
Review the Basics
❖ Preference!
❖ Cost effective!
❖ Measurable
why use email?
Review the Basics
❖ Transactional (individual)!
❖ Bulk
2 types of emails
Review the Basics
❖ Use a service!
❖ CAN-SPAM Compliant
look good, stay legal
Because you’re smart enough to handle it
Advanced Email Techniques
There’s no way around it, you gotta know
Who do you serve?
The megaphone vs the handshake
Choosing a niche
Building a List
!
❖ Purge your files !
❖ Create a system for adding new clients
if you already have a list
Building a List
❖ Be clear about what you’re offering.!
❖ Offer something useful.
new subscribers from website !& social media
Building a List
❖ QR code or simple sign up list!
❖ Offer incentive!
❖ Follow up with event-specific welcome email
in-person opt in
Getting specific
Segmenting your list
Lists, Tags & Groups
❖ MailChimp
Lists, Tags & Groups
❖ Constant Contact!
❖ tags
Segment based on Activity
❖ MailChimp
systems vary
Charts ’n graphs ‘ things
Analytics
What to Measure
❖ Clickthrough Rate!
❖ Conversion Rate!
❖ Bounce Rate!
❖ List Growth Rate!
❖ Email Sharing/Forwarding!
❖ Overall ROI
and what it means
What to Measure
❖ Did recipient interact?
clickthrough rate
What to Measure
❖ Did the recipient do what you wanted her to do?
conversion rate
What to Measure
❖ Message is not delivered
bounce rate
What to Measure
❖ Are you getting new subscribers?!
❖ Where are they coming from?
list growth rate
What to Measure
❖ Who shares, and what do they share?
sharing/forwarding
What to Measure
❖ Is this worth your time & money?
overall ROI
What NOT to Measure
❖ Open Rate!
❖ Unsubscribe
meh
Time, time, time, see what’s become of me
Timing
Whaddya like best?
A/B Testing
A/B Testing
❖ Timing!
❖ Subject line!
❖ Design!
❖ From name
only change ONE thing
Organize yo’self
Creating a Schedule
Creating a Schedule
❖ Valentine’s Day!
❖ Spring!
❖ Mother’s & Father’s Days!
❖ Back to School!
❖ Holidays
consider annual promotions
Creating a Schedule
❖ Whatever works for you!
❖ Make time to accomplish the tasks
spreadsheet, calendar, appointment book
The pretty emails get all the attention
Creating a Template
Creating a Template
❖ html!
❖ plain text!
!
Clean, simple design always wins
format
Creating a Template
❖ Single column!
❖ Buttons over text links!
❖ Simple fonts
mobile friendly
The From Field
❖ Branded email address!
❖ Person !
❖ Business!
❖ Both?
go pro
Hey, I know you!
Logo in the Header
Be Polite
❖ Greeting!
❖ personalize it!
❖ Closing!
❖ not too formal, not too casual
and complete
Allow myself to introduce myself
The Welcome Email
Welcome Email
❖ Intro & thank you!❖ Set expectations!
❖ type of content!❖ frequency!
❖ Tell what makes you special!❖ Invite !
❖ to communicate!❖ to book
the ‘nice to meet you’
Activity!
creating a email to follow up from an event
Creating Compelling Content
Know Your Goals
❖ More clients!
❖ Renew relationships with inactive clients!
❖ Clients to come in more often!
❖ Inform and educate
what’s the purpose of the email?
It’s not about you
Subject Lines
Subject Lines
❖ Chamber E-News!
❖ May Newsletter!
❖ News from XYZ, Inc.
examples of awful subject lines
❖ Spam triggers!
❖ Bait & switch!
❖ Boredom
avoid
Subject lines
❖ Address the clients’ needs!
❖ Brief, 40-55 characters!
❖ Clear & informative!
❖ Personalize!
❖ Action verbs
make ‘em great
❖ Schedule now for the best time slot!
❖ Run faster after these hamstring stretches!
❖ Show Dad how much you care
action verbs (when appropriate)
A taste of something good
Preview Text
The big show
Main Content
Content
!
❖ Greeting (personalized) !
❖ 1-2 paragraph blurbs, link to your website!
❖ Relevant image!
❖ Closing
don’t spill your guts
First Paragraph
❖ Address the topic in the Subject line!
❖ Incentive
get right to it
Do what I say
Call to Action
Call to Action
❖ Short & sweet!
❖ Use a button (not just text)
giving orders
Nobody’s perfect
Common Mistakes
Common Mistakes
❖ Miss a field in the template (usually at the bottom)!
❖ Copy & missing a change!
❖ Busted links
not quite complete
It’s not over ’til it’s over
After the Send
After the Send
❖ Share on social media channels!
❖ Vary the format
get social
After the Send
❖ Did you accomplish your goal?
check your stats
Nice & slow
Drip Campaigns
Let’s make a Drip Campaign
❖ email 1!
❖ email 2!
❖ email 3
Topic/ Purpose
Sharing is caring
Working with Referral Partners
Referral Partners
❖ Do NOT borrow or buy a list!
❖ Do swap blurbs to put in each other’s next email
do it right
Writing in general!http://www.hemingwayapp.com/!!Email Marketing!http://blog.spinweb.net/lessons-learned-how-to-avoid-email-marketing-snafus!http://blog.spinweb.net/why-your-email-subject-line-sucks-and-how-to-fix-it!http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx!!Business email etiquette book, spinweb !http://ow.ly/uDsZ0!!Button generator!http://buttonoptimizer.com/
Resources
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