Date post: | 27-Jan-2017 |
Category: |
Marketing |
Upload: | pinpointe-on-demand |
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www.pinpointe.com
Featured SpeakerLisa Furgison McEwen
A Leader in Business-‐to-‐Business Email Marketing
Brought to you byPinpointe
800-‐920-‐7227 | www.pinpointe.com
Content Creator and Email Marketing Specialist McEwen's Media
[email protected] Twitter: @lfurgison |
Website: mcewensmedia.com
Featured SpeakerLisa Furgison McEwen
800-‐920-‐7227 | www.pinpointe.com
The “Email Rut”Most common email• Promotions – coupons, deals, upcoming sales
Why it happens• Businesses get into a routine• Stick with what works
Need for content diversity• Survey shows main reasons subscribers opt out:
• Repetitive emails• Content isn’t relevant to needs
• Avoid email fatigue
1. New content email
What it is: An email that notifies subscribers about new content online.
“New content” could be a new blog topic, new About Us section on your website or new photos added to your gallery.
Its purpose: To keep subscribers informed and engaged, build trust through content.
When to send: Within 24 hours of new content going live.
New content EXAMPLE
Why it’s great:
• Curation style format, similar to newsletter
• Teasers • Good graphics • Clear call to actions• Drives traffic to site or blog
New content Example
Why it’s great:
• Simple design• Informs subscribers
quickly• Sends traffic to your
website or blog
2. Event invitation emailWhat it is: Invites customers to an event.
Its purpose: To inform subscribers about an event, and to encourage them to sign up or RSVP.
When to send: Start at least a month in advance.
Additional information: A drip campaign can be created for events to provide continued information for event goers.
Drip campaign: Initial invitation, schedule of events, parking information, invite a friend, reminder of event.
Event invitation emailMyth: “We don’t host events – this doesn’t apply to us”
Here’s how to make it applicable to your business:• Customer appreciation sales• Block party• Webinar• Workshops• Partnership with local charity• Sponsored sporting event
Event invitation EXAMPLE
Why it’s great:
• Gives event information• Provides a way to RSVP• Gives info about featured
speaker• Great look, color scheme
Event invitation EXAMPLE
Why it’s great:
• Last minute invite• Briefly gives information• Provides a way to RSVP• Provides a takeaway
Event invitation emailBonus tip: Combine email and social media marketing.
Here’s how:• Create an event on Facebook and invite guests.• Your email invitation could provide a call to action to your
Facebook event – where people can RSVP.• Great way to get a head count and generate a buzz.
3. Customer appreciation emailWhat it is: An email that shows your appreciation or gratitude to subscribers or customers.
Its purpose: To build a relationship with your base.
When to send: Several times a year: celebrate a milestone, or “just to say thanks.”
Customer appreciation EXAMPLE
Why it’s great:
• Shows appreciation for reaching a milestone.
• Encourages more support – without being pushy.
Customer appreciation EXAMPLE
Why it’s great:
• Celebrates a birthday – shows customers you care and appreciation them
• Offers a freebie
4. Current event emailWhat it is: A timely email that’s connected to a current event like a holiday, sporting event or recent news.
Its purpose: Gives you a reason to reach out to your customers, keeps your brand top of mind and can increase sales.
When to send: Anytime you can make a connection between a current event and your brand.
Current event EXAMPLE
Why it’s great:
• Makes a connection to a current event – Polar Vortex.
• Ties back to the business.
Current event EXAMPLE
Why it’s great:
• Takes advantage of a funny, non-traditional holiday
• Holiday is connected to brand
• Includes a link to a video – great idea
Current event emailCurrent event ideas:• Holidays• Non-traditional holidays –
http://www.holidayinsights.com/moreholidays/• Sporting events
• Super bowl, opening day of baseball, Stanley Cup Finals, Kentucky Derby
• Entertainment/Celebrity news• Royal baby
Words of warning:• Be tasteful – don’t use any event that resulted in
destruction or death• Avoid politics
5. Upsell emailWhat it is: An email that encourages customers to purchase more, upgrade a current package or buy a more expensive version of a product.
Its purpose: To increase sales and offer additional value to your customers.
When to send: Timing varies. When it’s time to renew a membership, when you introduce a new tier of service or following a recent purchase.
Upsell EXAMPLE
Why it’s great:
• Gives customers a choice to add more products
• Great visual layout• Clear call to action
Upsell EXAMPLE
Why it’s great:
• Gives customers a chance to try the upgrade for free
• Provides a list of benefits
• Clear call to action button
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