Email Marketing in 2017 Presented by Kelly Campbell Web, SEO & Digital Marketing Consultant
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Email Marketing in 2017Presented by Kelly CampbellWeb, SEO & Digital Marketing Consultant
Email Marketing
• Basic Process• Best Practices• Do’s + Don’ts• Mobile First• Top Trends 2017• Segmentation• Automation• Software
In 2016, across all sectors, email marketing produced a 3,800% ROI ($38 for every $1 spent).Source: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
Basic Process
Best Practices
Be Relevant & Persuade With EmotionSend targeted messages to select listsDon’t sell your product, sell its benefits
Make It ResponsiveEnsure emails adapt to recipients’ devices
A/B Test EverythingSee what works best and move on to the next
Give Before You TakeOffer value before asking for transaction
Keep a Clean ListRemove unresponsive subscribers
Do’s & Don’ts
DO• Personalize (not just First
Name)• Segment• A/B Test Subject Lines &
Content• Highlight CTAs (Call(s) to
Action) • Try Different Software
Providers• Integrate with CRM• Include Your Physical Address• Optimize for Mobile Devices
DON’T• Spam (It’s Not Cool)• Batch and Blast• Use Spammy Verbiage (i.e.
free, special, guarantee, etc.)• Rely on Graphics Alone
(Image to Text Ratio)• Email Too Frequently• Send From “No-Reply”
Address
Source: https://sendgrid.com/resource/2017-email-marketing-guide-a-z
Why Mobile First?
Top Trends 2017
Email Content + Data• Mobile First/Only• Video Embedding (and 360º
Video)• Animation (.gifs)• Advanced Personalization• SMS Text Campaign Component• Remarketing• Paid Promotion/Sponsored
Content and Influencer Marketing
The takeaway? Relevance is king!
Segmentation
Sources: https://conversionxl.com/guide-to-email-segmentation/https://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/
Segment Samples• Buyer Personas• Demographics• Geographic Location• Weather Conditions• Average Order Size• Last Order Data• Product(s) Purchased• Product(s) Browsed
Why Segment?(compared to non-segmented campaigns)
Total Opens: 14.31% higherUnique Opens: 10.64% higherClicks: 100.95% higherBounces: 4.65% lowerSpam Reports: 3.90% lowerUnsubscribes: 9.37% lower
Automation
Workflows + Triggered Emails• Welcome (Initial Discount,
Advice to Add to Address Book)• Cross-sell / Up-sell• Alerts (New Offerings, Features)• Promo Reminders (Time-
Sensitive)• Augmented Transactional
Source: https://econsultancy.com/blog/63003-20-automated-emails-your-customers-won-t-delete/
• Customer Surveys• Abandonment (With Incentive)• Newsletter & Blog Automation• Birthdays / Anniversaries• Loyalty / Rewards Programs• Win Back
Software
Source: http://www.capterra.com/email-marketing-software/Top 20: http://www.capterra.com/email-marketing-software/#infographic
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