Advanced Email Marketing: New Trends and Best Practices
Kelly HurleyVisual Data Systems
Session Outline
• Email Marketing Fundamentals• Managing Content for Multiple Devices• Strategy Maps• Email Client Complexities• Buttons• Business Goals
Email Marketing Fundamentals
• Building Relationships• Customer Logic Vs. Company Logic• Value Proposition• Core Components
Building Relationships
Customer Logic Vs. Company Logic
• You must see your emails through the eyes of your guest
• How will your offering benefit them?• The Courtship• Don’t do marketing speak
Value Proposition
• Do You Know Your Value Proposition• Clarity• Prospect, Product, Process• The Sales Funnel
Core Components of Email Marketing
• Building Relationships – NOT Selling!!• Effective Content• Value of offering • Market Segmentation• Deliverability
Managing Content in Multiple Devices
Mobile“More email is read via mobile than on a desktop email client or via webmail” Litmus – Email Analytics (June 2013)
Creating and Implementing a mobile strategy for email marketing:• Always consider the guests journey and know what mobile
experiences you’ll need • Work with your web development team to build a mobile template
for email-campaign specific use • Make them Responsive!• Track and understand mobile email usage to drive strategy within
your company.
Managing Content in Multiple Devices
The Importance of Responsive Email Templates
Create a Strategy Map
Email Client Complexities
The Gmail Experiment
Email Clients Continued
• According to Google, this is what your tabs would contain:• Primary: Messages from friends and family, as well as any
other messages that don’t appear in other tabs.• Promotions: Your deals, offers, and other promotional
emails.• Social: Messages from social networks, media-sharing sites,
online dating services, gaming platforms, and other social websites.
• Updates: Notifications such as confirmations, receipts, bills, and statements.
• Forums: Messages from online groups, discussion boards, and mailing lists.
Email Clients Continued
“In the first week after the introduction of this new feature, Return Path discovered that there actually was an increase in the number of read messages by users who have a high level of engagement with a brand.”
Email Clients Continued
Email Clients Continued
What is Best Practices
• The Right Message to the Right Audience • Images do NOT build relationships• Original Content• Clear Calls to Action• Tracking
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Button Up Continued
• Always a Call to Action (CTA’s)• Simple Calls to Action – Use of color and shape to
draw the eye• Sentiment Buttons – used to drive traffic for social
media• Contextual Buttons – More text, tells a story before
action
Business Goals
Business Goals Continued
• Using multiple operational sources, identify a clear goal
• Create a strategy to target market key segments• Implement Email Marketing Best Practices• Test messages, behavior and format• Track Results
Summary
• Follow best practices• Build relationships• Create content for multiple devices• Understand email clients• Integrate all marketing channels• Fun With Buttons (Watch your language!)• Set clear goals and develop strategy to
execute