Date post: | 15-May-2015 |
Category: |
Marketing |
Upload: | kasie-hilburn |
View: | 114 times |
Download: | 6 times |
Starting a Successful Email CampaignFrom Scratch
Thank you for joining!We will be going live at 11:30 MST
Today’s Presenters:
Marc Herschberger is an inbound marketing coordinator at Revenue River
Kasie Hilburn is an inbound marketing specialist for one of our partners, Mojo Media
#RaiseTheFlowYou can take to Twitter with questions and feedback for our experts using our #RaiseTheFlow hashtag.
Tweet out your questions or commentary during and after the webinar using the hashtag #RaiseTheFlow and instantly connect with the presenters and marketing experts.
What Revenue River Does:
Design Content Drive Visitors Generate Leads
Nurture Prospects Create Customers
Why Email Marketing?
Poll Question 1
Have you implemented an email marketing campaign before?
If so, how successful was it?
Starting an Email Marketing Campaign from Scratch
Buyer Persona: Who is your target customer?
Segmentation: What are the key differences between the customers in your database?
Start Your Campaign: Create and send relevant content to targeted audiences.
Buyer Personas
Definition: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
What are their key demographics?
What is their job title and seniority level? Are they decision makers?
What does a day in their life look like?
What are the pain points that you can help solve?
Where do they go for information?
What experience are they looking for when seeking out your product or service?
What are their most common objections to your product or service?
Buyer Persona Example
Owen the Business Owner
Demographics• Age: 35-55• Income: $100,000-1,000,000• Education: College-Graduate SchoolRoles in the Organization• Executive• Management• Business developmentGoals• Support Sales Team• Acquire New Customers• Position Company as an Industry ExpertChallenges• Limited Expertise• Too Little Time• Poor Assets
Poll Question 2
Have you created buyer personas before to aid your marketing efforts?
Segmentation
Definition: Dividing a broad list or database into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them.
Persona Lifecycle Stages Past/Recent Interactions
Creating a Campaign
Choose a Segmented List
Choose a Topic
Create an Email
Choose a Segmented List
Specific goals
Seasons
Events
Choose a Topic
Promote a Free Offer
Promote an Event
Share Company Updates, News or Blogs
Create an Email: Anatomy of a 5 Star EmailSubject Line
Sender Email
Design & Branding
Personalization
Value Proposition
Imagery
Calls-to-Action
Social Sharing
Webpage Version
Mobile Optimization
Subject Line & Sender EmailSender Email
• From real person
• From personal email
• Sender bio
Clear, Attention- Grabbing Subject Line
• Address reader’s concerns
• Actionable language
• Clear and explicit
• Short (>50 Characters)
• Avoid spammy words
Design & Branding
Company Logo
Font
Color Scheme
Personalization & Value PropositionPersonalization
• First name
• Last name
• Company name
• Qualifiers
Value Proposition
• First sentence
• Own paragraph
• Bolded
Imagery, Calls-to-Action & SocialRelevant Imagery
• Formatting
• Size
• Alt tags
• HyperlinkCall-to-Action
• Primary
• SecondarySocial Sharing Icons
• Bottom of Email
• Custom image or text link
Webpage Version & Mobile Optimization
Mobile Optimization
• Send test & open on phone
• Check for:
• Image formatting
• Paragraph formatting
• Load time
Webpage Version of Email
Poll Question 3
Now that you know what a five star email looks like, how do your current emails compare?