INTRODUCING THE NEW SAFFIREMAILCASSIE ROBERTS, REBEKAH

HARDAGE& AARON PEDERSON

PRESENTERS

Aaron PedersonTechnical DirectorSaffire Events

Experience:• Leads a team of

highly skilled programmers

• Finds the perfect technology for the job

• A different breed of techie – speaks English!

Cassie RobertsManager, Sales & Partnership

Experience:Received BS Public Relations, & Masters Sport Management, The University of TexasUnited States Olympic CommitteeRodeo Austin

Rebekah HardageMarketing Manager

Experience:Received a BA in Journalism & Public Relations from Baylor UniversityExpertise in email marketing, social media, analytics, etc.Manages all marketing efforts for Saffire

NOT COOL:One of the oldest online

marketing tactics

WHAT’S COOL ABOUT EMAIL?

WHAT’S COOL ABOUT EMAIL?

COOL:67% of global marketers rated

email the most successful digital marketing tactic

Source: CMO Council, May 2012

COMPELLING REASONS TO EMAIL

• Email is the top revenue generator for many companies (even above social media)

• Email gives some of the fastest results, often within 24 hours

• Email is the most cost-effective marketing tool

GUIDE TO EMAIL MARKETING

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

STEP 1: MAKE A GAME PLAN

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

SET YOUR GOALS

Two things to tell people:1. What you want them to

hear2. What people want to hear

WHAT WILL YOU SAY?

Get a group of people together who represent your target audience• Brainstorm all the reasons

people come to your event• Match topics to reasons

FLESH OUT THE DETAILS

Plan for:• How often will you say it?• Unless you’re big, don’t publicize

schedule• What day of the week will you say it?

o Tuesday (try Wednesday or Friday for fun!)• What time of day will you send it?

o Mid-morning

CREATE AN EDITORIAL CALENDAR

STEP 2: CREATE A LIST OF RECIPIENTS

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

EMAIL YOUR PEEPS

• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.

GET ADDRESSES ONGOINGOnline• On every webpage• When people share an event photo• When they complete an online form• On Facebook, offer Like and email signup• On Twitter, promote by teasing pending

campaign

Offline• Door prize or signup at events• Any time they purchase something

STEP 3: WRITE THE MESSAGE

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

WRITE THE MESSAGE

Use ideas from your brainstorming/calendarConsider a “pyramid” approach• One main story• Two smaller features• Then you can test one against others

Goal: Clicks!

STEP 4: INCLUDE GOOD IMAGERY

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

WHAT MAKES A GOOD IMAGE?

The best email images are the ones that make people click!

Use zoom/croppingUse photos of people looking at the camera

STEP 5: USE A STRONG SUBJECT LINE

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

STEP 5: USE A STRONG SUBJECT LINE

Good content and images lead to CLICKS,

but a good subject line (sent at right time)

leads to OPENS!

STEP 5: USE A STRONG SUBJECT LINE

What makes a good subject line?• Include something recognizable• Use action words• Not too spammy• 50 characters or less

o Turn into Tweet:120 characters, # and shortened URL

o Turn into Facebook:150 characters, graphic and no #

STEP 6: TRACK THE PERFORMANCE

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

TRACK THE PERFORMANCE

Kendra’s Law: If you’re not measuring marketing,

you’re not marketing!

WHAT TO TRACK

Per email• Open rate• Click-through rate (CTR)• Response rate – web visits, revenue

Over time• House file size• Churn (percentage who leave your list)• Cost/email• Revenue/email

SAMPLE OPEN RATES

Varies by client• 9-15% on low end• 30-35% on high end

Who has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid-morning)

SAMPLE CLICK RATES

Not as much variance• Around 10-20%

Depends on call to action, so use action words• Get More Info! • Sign Up! • Buy Now! • More Photos!

Don’t tell the whole story. 

STEP 7: LEARN AND REPEAT

MAKE A

GAME PLAN

CREATE A LIST OF

RECIPIENTS

WRITE THE MESSAGE

INCLUDE

GOOD IMAGERY

USE A STRONG

SUBJECT

LINE

TRACK THE PERFORMANCE

LEARN

AND REPEA

T

WHICH EMAILS ARE MOST EFFECTIVE?

Track which emails are most effective in terms of:• Opens• Clicks (for each topic)• Site visits/revenue

Let that be your guide for your editorial calendar.

CONTINUE TO TWEAK

SaffireMail™ pricing

Note: Grey pricing above is for non-Saffire customers

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Sneak Peek intoNew Saffire Functionality

Tuesday, October 3010:30 am Central

SHOW & TELL

The New SaffireMail