1 | How to create stunning emails. Email is the digital key
1 | How to create stunning emails.
Email is the digital key
2 | Achieve faster, smarter email marketing
That’s trusted to deliver key messages
Such as Ecommerce Order Confirmations, Forgotten passwords and when you’re mentioned on social channels etc
Email is the digital key…
3 | Achieve faster, smarter email marketing
That reaches all audiences
According to official DMA research, email is the preferred mode of brand marketing for consumers in every bracket
Email is the digital key…
4 | Achieve faster, smarter email marketing
That unlocks value & ROI
A poll from econsultancy asked marketers to rate channels in terms of return on investment Email scored top for ROIIt’s always true, but especially when compared to paid for online marketing on Google, Facebook etc
Email is the digital key…
5 | Achieve faster, smarter email marketing
That gives you controlIf you ask a marketer to increase SEM organic traffic, Social shares, sign ups or they cannot guarantee results.
Ask them to increase the cadence of newsletters and they can.
Email is the digital key…
6 | Achieve faster, smarter email marketing
Move the needle onyour email marketing
7 | Achieve faster, smarter email marketing
Faster
8 | Achieve faster, smarter email marketing
#1 Start small, scale quickly
Digital marketers are time poor
Stats from the ‘2016 Marketing Technology Adoption Survey of 450 digital marketers* we saw (yet again) the biggest challenge faced in the industry was lack of time.
The biggest challenge faced in the industry is lack of time.Closely followed by inadequate tools.
9 | Achieve faster, smarter email marketing
#1 Start small, scale quickly
Make time tosave timeTry adding some automation to your email campaignsAllows you to work on the business. Not in the business.Work on a better strategyWork on a better creative
Plus marketing automation typically yields a 60% higher conversion rate than email
marketing.
10 | Achieve faster, smarter email marketing
11 | Achieve faster, smarter email marketing
B2B customers benefit from the human
conversations at scale delivered via
automation
Welcome
Events
Re-engagement
Complaints
Lead scoring
Make your marketing, not feel like marketingExample B2B journey
12 | Achieve faster, smarter email marketing
Marketing automation can create positive B2C customer journeys and experiences.
Browsing
Confirmation
Loyalty
Inspiration
Advocacy
Post purchase
Make your marketing, not feel like marketingExample B2C journey
13 | Achieve faster, smarter email marketing
EventsSCENARIO:Customer is interested in an business event and enquires for further information
SOLUTION:Multichannel event automation campaign engage gala attendees before, during and after the event.
Time saving for event organiser.Delegate acquisition maximised.
14 | Achieve faster, smarter email marketing
SCENARIO:Customer looks at a dress online. They can’t find the color they want and leaves the site.
SOLUTION:Abandoned Browse insight tool pushes the data into their profile which automatically sends a product notification when new stock arrives.
Browsing
Positive CX because they have been notified about what they want with no effort.
Browsing
15 | Achieve faster, smarter email marketing
Lead scoringSCENARIO:You want to prioritise and profile your leads generated from marketing activity for your sales team.
SOLUTION:Set rule scores based on email opens, clicks, page views, downloads, completions, purchase history etc
Tailor your marketing campaigns based on your prospect lead score.
16 | Achieve faster, smarter email marketing
SCENARIO:Customer orders the item and it gets delivered to a local store.
SOLUTION:The customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.
Confirmation
Effective digital communications have saved the customer time and effort plus increased their sense of control.
Confirmation
17 | Achieve faster, smarter email marketing
SCENARIO:The customer receives the item, on time and the item is as expected
SOLUTION:A few days after purchase the customer is sent a feedback survey
Advocacy
The customer feels like their opinion matters. Increased sense of control and brand interaction.
Advocacy
18 | Achieve faster, smarter email marketing
SCENARIO:A large percentage of customers were visiting the FAQ section of the site, rather than transactional pages.
SOLUTION:Used automation to reach out to clients proactively to ensure questions were answered.
Complaints
Huge gains in customer satisfaction. Within weeks generated additional turnover running into five figures.
Complaints
19 | Achieve faster, smarter email marketing
Better
Today I’ll Introduce you to:
List growth before pop over
1,500(for 3 months)
List growth post Pop over
20,500(for 3 months)
21 | Achieve faster, smarter email marketing
From name….. make it clear • Send from the brand name is often
the best and safest option.• From a person works can work, e.g.
it is a personal opinion or relationship building
• Never send from a ‘noreply@’
22 | Achieve faster, smarter email marketing
Subject lines• Be sure to win the war, not just the
battle• Over 70% of email marketers only email
split test once in a while.• Most people test to re-confirm their own
bias, instead of challenging them.• Expand your ideas on the different ways
you can tell people what’s in your email• Humour
• Emotional• Discount led •
Personalized• Functional
23 | Achieve faster, smarter email marketing
Use the pre header text to tell a fuller storyThis is why most emails have this but at the top.• Try not to repeat the subject line• Try not to repeat the brand name • Try not to repeat the main proposition
Compliment and reinforce your message and action you want them to take
24 | Achieve faster, smarter email marketing
Inboxes are more mobile than ever before
55% of email is now opened on a mobile device
25 | Achieve faster, smarter email marketing
Top tips for great email design
The widths of email for the inbox
System safe fonts, image fonts
Responsive & optimised layout
Animations do not work in all
Backgrounds do not work in all
Navigation menus
Pre-header text supports subject
Prime real-estate above fold
Standard links and mobile links
Careful of spam triggers
Samsung vs iPhone stacking
QA & test
26 | Achieve faster, smarter email marketing
Call to actions
•Prominent
•Consistent
•Make at least 32px
•Stand out
•Politeness won’t get you sales
27 | Achieve faster, smarter email marketing
The different types of landing page
FocusedEducational Other use cases
• For when your normal site won’t do it
• Homepage takeover
• Protect your site from traffic
• One off event registration
• Client/customer portals
• Credit / account upgrades
• International version of homepage with different languages
• Product/program promos
28 | Achieve faster, smarter email marketing
Smarter
29 | Achieve faster, smarter email marketing
There is no silver bulletthat guarantees success
Define your own success criteria
30 | Achieve faster, smarter email marketing
Make it look better?
Read better?
A fast one to create!
That gets opened lots?
That gets delivered?
Lower unsubscribes?
Delivered more timely?
Multichannel?Integrated
And many other metrics…
31 | Achieve faster, smarter email marketing
Put all of your data to work
Email usage data•Send time optimisation•Target by geography•Triggered sends
32 | Achieve faster, smarter email marketing
CRM dataecom data ContentSocial data Other Systems
Put all of your data to work
The more data the better
And any other data that’s relevant!
33 | Achieve faster, smarter email marketing
So to recap…
34 | Achieve faster, smarter email marketing
Pathway to marketing automation success
Make your marketing not feel like marketing.
Start small, scale quickly.Put all of your data to work.