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Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Date post: 13-Jan-2015
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To be an effective email marketer, you must understand best practices, laws and trends. This session will review changes in the email marketing landscape that you must know for 2014 that will affect your ability to effectively market to past and potential guests.
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Advanced Email Marketing: New Trends and Best Practices Kelly Hurley Visual Data Systems
Transcript
Page 1: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Advanced Email Marketing: New Trends and Best Practices

Kelly HurleyVisual Data Systems

Page 2: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Session Outline

• Email Marketing Fundamentals• Managing Content for Multiple Devices• Strategy Maps• Email Client Complexities• Buttons• Business Goals

Page 3: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Email Marketing Fundamentals

• Building Relationships• Customer Logic Vs. Company Logic• Value Proposition• Core Components

Page 4: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Building Relationships

Page 5: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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

Page 6: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Value Proposition

• Do You Know Your Value Proposition• Clarity• Prospect, Product, Process• The Sales Funnel

Page 7: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Core Components of Email Marketing

• Building Relationships – NOT Selling!!• Effective Content• Value of offering • Market Segmentation• Deliverability

Page 8: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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.

Page 9: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Managing Content in Multiple Devices

The Importance of Responsive Email Templates

Page 10: Advanced Email Marketing: Keeping Up with New Trends and Best Practices
Page 11: Advanced Email Marketing: Keeping Up with New Trends and Best Practices
Page 12: Advanced Email Marketing: Keeping Up with New Trends and Best Practices
Page 13: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Create a Strategy Map

Page 14: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Email Client Complexities

The Gmail Experiment

Page 15: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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.

Page 16: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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.”

Page 17: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Email Clients Continued

Page 18: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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

Page 19: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Button Up

Submit

Page 20: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Button Up Continued

SCHEDULE YOUR

APPOINTMENT

Page 21: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Button Up Continued

Go on Vacation!Download Your Vacation

Guide Today

Share this off er

on Twitter

Page 22: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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

Page 23: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

Business Goals

Page 24: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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

Page 25: Advanced Email Marketing: Keeping Up with New Trends and Best Practices

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


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