Email Marketing 101 5 Keys to Email Marketing Success Thursday, May 6, 2010
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Email Marketing 1015 Keys to Email Marketing Success
Thursday, May 6, 2010
Why Email Marketing?
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$0
$2.50
$5.00
$7.50
$10.00
$0.45$0.55
$1.10
$2.00
$9.94
Search Email Yellow Pages Banner Ads Direct Mail
Cost per Lead Across Various Direct Marketing Methods
Source: Piper Jaffrey & Co.
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Benefits
• Cost Effective
• Builds Relationships & Trust
• High Return on Investment
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Key #1
Get Permission!
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What is Spam?
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Spam and the Law
• Address and Contact Information
• Accurate Information
• Opt-Out - Within One week
• Can’t Use “Scraped” Email Addresses
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Use the Golden Rule
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Email List Etiquette
• Ask Permission
• Provide a Way Out
• Would you consider it Spam?
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Key #2
Outsource
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Why Outsource?
• CAN-Spam Law Compliance
• Deliverability
• Advanced Reporting
• A/B Split Testing
• Free Templates
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Email Providers
• CampaignMonitor
• MailChimp
• VerticalResponse
• Campaigner
• Emma
• Blue Sky Factory
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Advanced Reporting Design Tools
Deliverability List Management
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Free Email Templates
• CampaignMonitor - 30 Free Templates
• MailChimp - 4 Free Templates
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Key #3
Build & SegmentYour Lists
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Building Your List
• Simply Ask
• Form on Your Website
• Giveaways
• Perks
• Popups
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Segment. Your. Lists.
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Why Segment?
• The Golden Rule
• Higher Open & Click Through Rates
• Less Expensive
• Provides More Value
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Segmenting
• Multiple Lists
• Geotargeting
• Social Demographics
• Purchase History
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Key #4
Provide Value
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Types of Emails
• Newsletters/Informative
• Product/Promotion
• Single Announcement
• Series
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It’s Not About You.
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W.I.I.F.M.
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Providing Value
• Do what you say you will do
• Go above and beyond
• Be consistent
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Key #5
Convert
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Creating Your Email
• Reply-to Email Address
• From Name
• Subject Line
• Email Content
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Great Subject Lines
• Be Direct and Concise
• State the Benefit Up Front
• Secrets, Tips, Lists, Testimonials
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More Subject Lines
• Ask a Question
• Create Urgency
• Give Something Away
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Subject Line Warnings
• Be short - limit to 50 characters
• Avoid these words: Help, Percent Off, Reminder, Free
• The first 5 words are...
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Getting Conversions
• Clear Call to Action
• Landing Page
• Simple is Better
• TEST, TEST, TEST
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Tracking
• Email Analytics
• Google Analytics
• Goal Tracking
• E-Commerce Tracking
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Email Best Practices
• Best Times to Send
• Frequency of Emails?
• eROI Email Marketing Statistics
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Slides
Slides will be posted to http://brandoneley.com
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Brandon EleyInteractive Director, Kelsey Advertising & Design
[email protected]: @beley
Online Marketing Inside OutBy Brandon Eley & Shayne Tilley
www.brandoneley.com www.kelseyads.com
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Attribution
• http://www.flickr.com/photos/comedynose/4236355151/
• http://www.flickr.com/photos/maguisso/1205113333/
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