Email marketing intensive Lab Notes #digicolab

@PHOLLOWS

Email Marketing Intensive

Phil Hollows, CEO

Heather Solos, Community Manager

@FeedBlitzfeedblitz.com

Interrupt, Question, Clarify!

Why Care About Email Marketing?

“I get ten times more response to my blog from my email subscribers than I do from anyone else.”

Seth Godin

FeedBlitz Client

Why Email Marketing Works

• Permission• Commitment• Engagement• Relevance• Timeliness• Persistence

What We Will Cover Today

• Mobile and Responsive Design• Growing your List: Forms• Basic Metrics• Mailing Frequency• Multiple Lists• Monetization• Automation, Autoresponders and

Transactional Emails

MOBILE & RESPONSIVE DESIGN

“Desktop” email on the phone

Don’t Do This to Mobile Readers

Same email, responsive layout – Legible, effective.

Responsive Design Delivers on Mobile

FORMS

Generating List Growth

• Above the fold.• Meaningful incentives.• In the post footer, above the comments.• Respectful popups.• Don’t get complacent: Change and Test!

– Call to action text.– Form location.– Graphic elements.

METRICS

Key Metrics

• Sent• Opens – Target 20%• Unsubscribes• Complaints• Hard and Soft Bounces

MAILING FREQUENCY

Mailing Frequency

• At least weekly• Consistently• Specials and blasts

MULTIPLE LISTS

Generating List Growth

• By topic• By frequency

MONETIZATION

Monetization

• Sponsorships• Advertising• Product and event promotions• Closed / paid lists• Product sales

AUTORESPONDERS AND TRANSACTIONAL EMAILS

Autoresponders

• A fixed sequence of one or more emails• 1-off

– Thank you for …– Incentive fulfillment

• Multi-step– Email courses– Sales funnels– Guided exploration to drive your traffic,

generate feedback

Automation with Triggers

• Automatically add / remove subscribers based on events:– When a subscriber joins a list– When they unsubscribe– When they finish an autoresponder series

• Use Case: Maintaining a Master List– Subscribe triggers add to the master– Unsubscribes remove from the master

Transactional Mailings

• Transactional mailings – 80%+ open rate– You can sell, market.– Promotion can’t overwhelm transaction data.

• Landing pages– Deliver incentives, promote action.

Parsers – Third Party Integration

• Add subscribers from third party systems– Shopping carts– Form plugins

• How they work– The third party product sends an email to the

parser– The parser interprets the email– Rules in the parser add or remove the subscriber

to the relevant list

Thank You!

• Contact Us! – [email protected] @phollows– [email protected] @HeatherSolos

• For FeedBlitz clients:– @FeedBlitz– [email protected]– Phone 978.776.9498 (9-5 eastern)