EMAIL MARKETING

ESSENTIALS

December 6, 2012

eBound Webinar by June Macdonald

@junebug

Today

• Why email marketing

• Growing and managing your list

• Email campaign tips to increase response

• Key metrics

• Social sharing

• Email service providers

Why Email?

• Permission based

• Flexible: near unlimited segmentation, personalization

• Longer shelf life than social

• Easy to share via forward

• Format allows for mix of text & images

• Trackable

• Link to Database

• Testing & Reporting

Email is

Still the

Preferred

Channel

High Trust

Factor

Trusted up to 2x more

than advertising

Rewards of Trust

Grow Your List

• Every way you can!

• Website

• Events

• Facebook

• In print

• Twitter

• Pinterest, etc.

CASL

• CASL = Canadian Anti-Spam Legislation coming into effect late 2013

• Must collect verifiable (auditable) opt-in permission

• Business card is not an opt-in

• Can not be pre-checked

• Data must be protected

• Make it easy to get off list

• Subject lines and From/Sender name that are NOT misleading

CASL further reading:

• Legal site that seems to have good overviews: http://www.osler.com/expertise/privacy_law/casl-

compliance-more-than-spam-understanding-canadas-anti-spam-law

• Government site: www.fightspam.gc.ca

• Cdn Email Marketing Co’s summary: http://www.inboxmarketer.com/CASL

DISCLAIMER: This information is provided as a courtesy only and should not be considered legal advise.

Email Legal Footer

• Remind subscribers they did subscribe.

• Easy click to unsubscribe.

• Provide alternate unsubscribe methods and include company contact

info, including physical address.

Tips for Response

• Keep subscribers engaged with relevant,

unique content

Tips for Engaging Subscribers

• Mix of informative and fun content

• Exclusive content

• Include supporting images

• Personalize

• When in doubt… TEST!

Mix in video, social

Email Newsletter Provides

book and video excerpts to

a highly engaged, targeted

audience…. And increased

sales!

Will your images be seen?

ALT Tags

Design for Mobile

Source: ReturnPath, http://www.returnpath.com/resource/email-in-motion

• By end of this year, over half of email will only be viewed on

mobile device

• Keep layout simple, single column, 525 pixels wide

When to Send?

Image source: GetResponse.com (Best time to send emails Infographic)

http://blog.getresponse.com/best-time-to-send-email-infographic.html

But really, it depends…

Testing

Key Metrics

• Subscribes/unsubscribes, complaints

• Delivery rate, bounce rate

• Open Rate

• Clickthrough rate

• Open to click

• Sharing

List Performance Report

Source:

MailChimp.com

Campaign Reports

Sample: Campaigner.com

Email

is the

Top

Sharing

App

Why Social?

• Extends Reach

• Find like minds, communities

• Users are searching for #goodcontent

• Platforms encourage exploring: Pinterest,

Facebook, YouTube

• Fast

Social Share

Social Share

Email + Social

• Social sharing buttons being included in

marketing emails: 18.3%

(40% increase over 2011)

• Average click through rate of 115%

higher.

Source: GetResponse

Email Service Providers

• Advantages of using an email service provider:

– Expertise, campaign volume

– Templates & Widgets

– Resources and help

– Easy subscriber management

– Deliverability

– Reporting!

– Tips

Email Service Providers

• MailChimp.com

• ConstantContact.com

• MyEmma.com

• Campaigner.com

• iContact.com

• VerticalResponse.com

• EmailResponse.com + many, many more…

• Review site (not an endorsement):

http://email-marketing-service-review.toptenreviews.com

Email Marketing Resources

• MarketingSherpa.com, eMarketer.com, theemailguide.com are just a few…

• Email Service Providers websites are full of info in Resources sections, tutorials, reports, etc.

• Article with links for testing email rendering: http://www.email-marketing-reports.com/services/testing/

Need Inspiration? Responsys 2012 Top Email Design Lookbookhttp://www.responsys.com/land/download-email-design-look-book-2012

Thank You!

June Macdonald:

• june@contentmixing.com

• Twitter: @junebug

• LinkedIn: ca.linkedin.com/in/junemacdonald