Essentials of Email Marketing

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Overview:• The types of email marketing

• Why email marketing is a key piece of the puzzle

• Options (and why Mailchimp)

• A challenge from us

Email Marketing: 3 Basic Buckets

There are three basic buckets you can place emails in:

● Transactional: Action-trigged emails, relating to customer accounts and action (signing up, shipping, cancelling, etc.)

● Bulk/Marketing: Promotional emails created by you and sent to customers in order to encourage sales/actions.

● Automated & Drip Campaigns: Marketing or education based emails, predefined by you.

We’ll focus on the latter two.

Email Marketing: Why Spend Time On It?

Email marketing can take lots of time -- especially in the beginning. Why focus on it?

1. More effective than other free formsa. Social media is great for interactions & engagement. Email converts.

2. Economic a. 85% of US retailers consider email marketing one of the most effective customer

acquisition tactics.3. Personalizable & Easy to Keep Custom

a. Easy to use names, segments, & to tailor perfect messages4. Action-Oriented

a. Clear CTAs -- easy to see the path of the funnel 5. Measurable

a. Open, click through, reply & unsubscribes are just the tip of the iceberg. 6. More People on Mobile = More Interaction

a. Every checks their phone. That means high access to eyeballs.

Step #1Choose Your Platform

● Lots of options, but where to

start?

Just some of providers you can use.

Step 2: Before You Start

1. Create a Mailchimp Account:

2. Create a “List” call it “Leads”

3. Create a Welcome Email (Go to the automation tab)

4. Use SumoMe or OptinMonster to create an “optin”.

5. Install the optin on your Cratejoy store

Why Use Mailchimp?

We’ll be focusing on Mailchimp… why? There are a few reasons:

● Integration with Cratejoy! ○ Trims your lists & saves you time

● Simple to use○ Easy to make lists, campaigns, automations & more

● Drag and Drop templates○ No coding required.

● Insights and analytics○ Easy to understand & interpret

● Automation and Drip Campaigns

Let’s dive in.

Inside Mailchimp: The Key Areas to KnowThere are a few things you’ll want to know about when using something like MC.

● Lists: Lists of subscribers based on different attributes, such as ‘Cancelled’ or ‘Lead’ lists○ Can update automatically (but may need to be trimmed)○ Can be segmented based on actions/behaviors/time, etc

● Automations: Emails sent automatically, but are defined by you. ○ “Drip Campaign” – a series of emails meant to encourage a specific action

○ “Lead Nurturing” refers to building a relationship with your lead (potential customer)

● Campaigns: One of marketing campaigns, notices, or sales. ○ See the ebook!○ Similar to setting up an automation & you can schedule these

So what do “good emails” look like?

Good Example: #1 PayPal

Paypal is a payment processing service -- almost everyone knows about it.

But look at how they market themselves here:

What stands out to you?

Good Example: #2 Litmus

Litmus does a few interesting things here:

● Super clear value● Animated GIF● ‘For Free’ & Sharing Incentives

What stands out to you?

Good Example: #3 Bonobos

Bonobos wants to sell us some shorts. How did they do it?

● Overall a simple design● Urgency -- “Last Day” ● 25% off ● Click to the exact right size for YOU

What stands out to you?

What are you waiting for?

Assignment: NEXT Thursday!

• It’s Aug 11th. On Aug 18th, you should have:

• A dedicated Mailchimp or marketing account

• Set up basic lists, a welcome email (automation) & schedule 1 campaign

• Know where your traffic is coming from.

• Next up… grow your lists!

Q+A

Add some questions to the right panel. Let’s chat!

Action Item Reminders

1. Start with mailchimp

2. Get an optin

3. Design early emails/automations

4. See what’s working and analyze