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Email Marketing for the Holiday Season

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Email Marketing for the Holiday Season

Lisa JeffriesEmail: [email protected]: 919-229-9725Online: RaleighwoodMedia.com | Facebook.com/Raleighwood | @RMG_REG

My experience:10 years in email marketing8 years in HTML for emailList sizes from 20-350,000#WelcomeToRaleighwoodMy industries:RetailHospitalityTechnologyMediaServices

Email is still #1 in ROI2014 Email Marketing Industry CensusSurveyed 1,100+ email marketers68% of companies rated email as excellent or good for ROI companies are attributing 23% of their total sales to the email marketing channel; spending just 16% of their marketing budget on emailDirect Marketing Association & Experian4,300% ROI increaseFor every $1 spent, $44.25 is average return on investment

https://econsultancy.com/blog/64614-email-remains-the-best-digital-channel-for-roi/http://blog.hubspot.com/marketing/email-marketing-stats-listhttps://www.salesforce.com/blog/2013/07/email-marketing-stats.html

2. Trust data, not your gutAccording to MEC Labs (a research lab focused on how people make choices), 17% of marketers dont track or analyze email metrics for their organizationMany platforms are free for smaller, less frequent senders (Mailchimp = >2,000 @ 6x)All CRMs are not created equal

http://blog.hubspot.com/marketing/email-marketing-stats-listhttp://mailchimp.com/pricing/free/

Thanks to all the marketers who are using email marketing platforms, we know how recipients are viewing email...Of 4,579 tech business email subscribers:29.1% iPhone19.7% Gmail10.7% Apple Mail 88.5% Outlook 2013 + 8.1% Outlook 2010Of 2,562 restaurant patron subscribers:Desktop: 47.2%Mobile: 52.8%3. Speaking of data get mobile

75% of readers across 5 major platforms

According to Mailchimp, iOS and Mail might be deceptively high:iOS devices and Mail both have images turned on by default, so they are always downloaded when an email is opened (including the one pixel image we use to track opens). Most other clients have images turned off by default which can result in an inflated percentage of iPhone users showing up in your User Agents stats.

Having a design that looks just as good on mobile devices and tablets as it does on desktop is known as responsive designBuilding these by hand is incredibly hard, and not all email clients respond the sameMy favorites: Mailchimp, Campaign Monitor4. Stop building emails from scratch

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

Use your non-negotiables at point of sale to always work on adding fresh contactsBuild opt-ins at many pointsContest with care and use a buddy systemRegularly perform quality auditsAnd build in fail-safes to your website!5. Great lists = great open rates

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

How many emails do you send a year? Use your signature to your advantage.Ask for valuable details, not their life story.Dont assume your audience wants, or needs, to hear from you dailyGive readers options in the footerUpgrade your opt-out with an opt-down option6. Manage expectations at each step

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

Your audience is now 24/7, thanks to their mobile devices (remember that stat we shared earlier?)Know if your audience is mostly at-work, or otherwiseUse your data to testSome tools like MailChimp will optimize your send time!7. Best time to send? It depends.

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

Balance frequency and subscriber engagementBuild loyalty one email at a timeKnow when to follow-up and when to let it be (take note, Lowes)Know why they open, too.8. Add value or face crappy stats

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

9. Think Like a ReaderWrite from the perspective of the recipientWhat are their needs and wants (vs. yours)?Always include the most important information during the busy holiday season:Business Hours, Contact Info, LocationLook like a pro: Canva.com

10. Make Things EasySet your reply addressInclude your name and phone numberWrite out your social media handles & link to themLet people know what to expect & why its valuable

11. Editorial CalendarAlways work backwards from deadlines and holidaysBlack out any dates youll be closed or unresponsiveWhat dates can you capitalize on?Gift cards, extended hours, Black Friday/Small Business Saturday/Cyber Monday sales and events

Recycle your email, blog, and social media content between each platform.Worried about reruns? Your audience is missing most of what you post on other channels.Stop asking your audience to print special offers.12. Go green!

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

ReportAnalyze your stats with each send, and review overall list data, too.Read upSubject lines still matter: keep them short and avoid the word newsletterRepeat13. Report. Read up. Repeat.

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

http://mashable.com/category/email-marketing/http://blog.hubspot.com/marketing/topic/email-marketinghttps://litmus.com/blog/https://www.emailonacid.com/bloghttps://www.campaignmonitor.com/blog/http://blog.mailchimp.com/http://www.raleighwoodmedia.com/blog/ :-)14. Freebie: Resources

http://www.mailchimp.com (easy to use, nice templates, different way to thinking about lists)http://www.campaignmonitor.com (robust list segmenting and suppression features)

2015Raleighwood Media Group + Raleighwood Event Group

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Email Marketing for the Holiday Season Lisa Jeffries Email: [email protected] Phone: 919-229-9725 Online: RaleighwoodMedia.com | Facebook.com/Raleighwood | @RMG_REG
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