Date post: | 22-Jan-2018 |
Category: |
Business |
Upload: | insurance-technologies-corporation-itc |
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Email MarketingThe Agency Newsletter and Beyond
Becky Schroeder | @beckylschroederVice President of Marketing
Who is Doing Email Marketing?
Who is Doing Email Marketing?
Everyone
Who is Doing Email Marketing?
77% of consumers prefer email for marketing communications.
~ ExactTarget
Why Email Marketing
Email Marketing Can
• Build credibility
• Strengthen your relationships
• Increase website traffic
• Promote your agency
• Generate leads
With Email Marketing
The #1 mistake you can make in marketing is to assume people are rational.
~ Seth Godin
Building Your Email List
• DON’T use a purchased list
Building Your Email List
• DO build your own list• Customers
• Quote forms
• Lead magnets
• Events
Email has an ability many channels don’t: creating valuable, personal touches – at scale.
~ David Newman
Email Opportunities
• Two main audiences• Customers
• Prospects
Email Opportunities: Customers
• Welcome email
• Renewal reminders
• Cross selling
• Lost clients
Email Opportunities: Prospects
• Prospecting
• Follow up drips
• Lost prospects
Segmented email campaigns have been shown to get 14% more opens and 100% more clicks than non-segmented campaigns.
~ MailChimp, 2017
Segmentation
Segmentation
• Demographics
• Geography
• Lines of business
• Referral source
• Email engagement
“If you think good design is expensive, you should look at the cost of bad design.”
~ Ralf Speth
Design Tips
• Text-to-image ratio
80% text
20% image
Design Tips
• Don’t capture important
text in an image
Design Tips
• Strong calls to action (CTAs)• Be specific
• Only one per email
• Use color
• Use a button
• 150x150 pixels
Design Tips
• What amount of email is opened on a mobile device?a) 25%
b) 35%
c) 45%
d) 55%
Design Tips
• Mobile friendly• Single-column template
• 600 pixels wide or less
• Headline font: 30 px
• Body font: 16 px
• Small image files
Design Tips
• Dedicated landing page for EACH email
How to write a good email: 1) Write your email. 2) Delete most of it. 3) Send.
~ Dan Munz
Content Tips
• Single topic
• Simple
• Short
• Scannable
• Relevant
• WIIFM
• Value
Content Tips
• Subject lines• Simple
• Short
• No ALL CAPS
• Tell them what’s inside
• Start with action verb
• Ask a question
• Have fun
• DON’T use
Don’t Guess. Test.
• What color should your CTA button be?
• What’s the best subject line for your email?
• What CTA gets more clicks?
• Which design gets more engagement?
• Split test it!
That which is measured improves.
~ Karl Pearson
How Did Your Email Do?
• Open rate: # opens / (# sent - # bounced)
• Click-through rate (CTR): # clicks/(# sent - # bounced)
• Click-through-to-open rate (CTOR): # unique clicks / # unique opens
• Unsubscribe rate: # unsubscribes/(# sent - # bounced)
• Bounce rate: # bounced/# sent
• Conversion rate: # leads/# unique clicks on CTA
Email Marketing Resources
• Blog• Resources.GetITC.com/Marketing
• Videos• Resources.GetITC.com/Operation-Agency-Success
• Whitepapers• Resources.GetITC.com/Whitepapers
• Webinar• Resources.GetITC.com/Masters-of-Marketing
Questions?
Want the slides? They’re available at Slideshare.net/InsTechCorp.
Becky Schroeder | @beckylschroederVice President of Marketing