Post on 29-Nov-2014
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HOW MANY EMAILS ARE SENT PER DAY?
A. 673 million
B. 926 million
C. 14 billion
D. 191 billion Hint: 400 million tweets and 4.75 billion
Facebook updates are done per day.
ANSWER!
STEPS TO SUCCESSFUL EMAIL
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
STEP 1: MAKE A GAME PLAN
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
How Often to Send When you have something compelling to share...
But not so much that you overwhelm.
STEP 2: BUILD YOUR LIST
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
DO AN AUDIT Outlook contacts
Board of Directors
Volunteers
Sponsors
Community Members
Past Purchasers
Etc.
ONGOING-OFFLINE Door prize at events
“Guest list” at your office
Partnerships with area businesses
• Help them be bigger than themselves
ONGOING-ONLINE When people share a photo
When they complete an online form
On Facebook, offer email signup
On emails, encourage sharing
STEP 3: WRITE IT
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
EMAIL FORMULA Text at the top
MAYBE navigation
3 articles with:
• Headline
• Image
• MAYBE short text
• Call to action button
Links to social
CONTENT ADVICE Be topical. Talk about what they’re talking about.
Make your content of immediate relevance, interest, or
importance, owing to its relation to current events.
CONTENT ADVICE Be aspirational.
Aim to hit an emotion so hard that the customer wants to share
it, because it will say as much about them as your destination.
STEP 4: INCLUDE GOOD IMAGERY
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
STEP 5: STRONG SUBJECT LINE
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
BONUS POINTS Turn into Tweet
120 characters, # and shortened URL
Turn into Facebook post
150 characters, image and no #
STEP 6: TRACK PERFORMANCE
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
HIGHEST OPEN RATES Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends
CALLS TO ACTION = CLICKS Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Don’t tell the whole story
STEP 7: LEARN & REPEAT
MAKE A GAME PLAN
CREATE A LIST OF RECIPIENTS
WRITE THE MESSAGE
INCLUDE GOOD IMAGERY
USE A STRONG SUBJECT LINE
TRACK THE PERFORMANCE
LEARN AND REPEAT
QUESTIONS TO ASK How have they affected website visits or revenue?
What trends have you noticed that are actionable?
TO REVIEW Prioritize email, for low cost and high engagement
Create an editorial calendar
Focus on images, not words
In this order, focus on integrating with social media Facebook, Twitter, YouTube, Pinterest/Instagram
Improve your tracking, and use it to evolve