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Kendra Wright President, Saffire Events ® Is Email Marketing Dead? NO! (Here’s Why.)
| Date post: | 29-Nov-2014 |
| Category: |
Marketing |
| Upload: | saffire-events |
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Kendra Wright
President, Saffire Events®
Is Email Marketing Dead?
NO! (Here’s Why.)
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Over 120 Events, Venues & Destinations trust Saffire!
EMAIL How many of you
your customers?
NOT COOL: Oldest Tactic
COOL: Most Successful
Most Cost-Effective
Top Revenue Generator
Fastest Results
YOUR BRAND
YOUR LAND?
HOW MANY EMAILS ARE SENT PER DAY?
A. 673 million
B. 926 million
C. 14 billion
D. 191 billion Hint: 400 million tweets and 4.75 billion
Facebook updates are done per day.
ANSWER!
Really Old Days
Fairly Old Days
Now
MULTI-SCREEN MARKETING
SOFA MAXIMIZE
the
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
WHAT LEADS TO MOBILE PURCHASE?
ACCORDING TO FORBES
87% of connected device
sales by 2017 will be
tablets & smart phones!
ANATOMY OF SUCCESS Big Email List
Lots Opened
Lots Clicked
$$$
STEPS TO SUCCESSFUL EMAIL
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 REPEAT
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 REPEAT
Write down the target audiences
for your destination.
Choose your team from those
audiences
Brainstorm with your team
why they come
Determine your topics
From those reasons.
What we want to
tell people
What people want
to hear
Plan for: When to send?
How often?
How will this “fit?”
When to Send You have to test.
3 pm or 10-11 pm
Tuesday, Saturday, Sunday
How Often to Send When you have something compelling to share...
But not so much that you overwhelm.
other efforts? How with this fit with your
EDITORIAL CALENDAR
www.SaffireEvents.com/calendar
STEP 2: BUILD YOUR LIST
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 REPEAT
DO AN AUDIT Outlook contacts
Board of Directors
Volunteers
Sponsors
Community Members
Past Purchasers
Etc.
ONGOING-OFFLINE Door prize at events
“Guest list” at your office
Partnerships with area businesses
• Help them be bigger than themselves
EMAIL SIGNUPS ON EACH PAGE
ONGOING-ONLINE When people share a photo
When they complete an online form
On Facebook, offer email signup
On emails, encourage sharing
you don’t own Use a platform
to get email addresses you do!
THE BIG CONTEST
USE FOR EMAIL COLLECTION
STEP 3: WRITE IT
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 REPEAT
USE YOUR CALENDAR!
Not a writer?
We have some good news for you!
DON’T TELL THE WHOLE STORY
Goal: Clicks to website!
one main story
two smaller features
TEST
AGAINST EACH OTHER
two smaller features
CONSIDER A PYRAMID
EMAIL FORMULA Text at the top
MAYBE navigation
3 articles with:
• Headline
• Image
• MAYBE short text
• Call to action button
Links to social
ENCOURAGE SOCIAL SHARING
CONTENT ADVICE Be topical. Talk about what they’re talking about.
Make your content of immediate relevance, interest, or
importance, owing to its relation to current events.
CONTENT ADVICE Be aspirational.
Aim to hit an emotion so hard that the customer wants to share
it, because it will say as much about them as your destination.
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 REPEAT
IMAGES are so important.
EVER TAKEN 10% of photos
Were taken in the last 12 months.
One that makes you click! What makes a
good image?
IMAGES are hard.
Not a graphic designer?
We have some good news for you!
LET CANVA WORK FOR YOU
STEP 5: 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 REPEAT
Good content and images
CLICKS…
Good subject line
OPENS!
GOOD SUBJECT LINES Something recognizable
Action words
Not too spammy
50 characters or less
SUBJECT LINE EXAMPLES
You is kind.
You is smart.
You is important.
BONUS POINTS Turn into Tweet
120 characters, # and shortened URL
Turn into Facebook post
150 characters, image and no #
STEP 6: TRACK 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 REPEAT
You’re not
Marketing!
If you’re
not measuring,
1
Track
PER EMAIL
Open Rate
Click-Through Rate (CTR)
Response rate – web visits, revenue
2
Track
OVER TIME
House File Size
Churn (% who leave your list)
Cost/Email
Revenue/Email
& Sample
OPEN RATES Varies a lot by client
9-15% on low end
30-35% on high end
HIGHEST OPEN RATES Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends
& Sample
CLICK RATES Not as much variance by client
Around 10-20%
CALLS TO ACTION = CLICKS Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Don’t tell the whole story
STEP 7: LEARN & 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 REPEAT
MOST SUCCESSFUL? Which ones have been
DO MORE!
LEAST SUCCESSFUL? Which ones have been
TWEAK THEM!
QUESTIONS TO ASK How have they affected website visits or revenue?
What trends have you noticed that are actionable?
LEARN FROM OTHERS Subscribe to lots of emails.
But this can get overwhelming.
VS.
FOURTH OF JULY
YOUR MOM WOULD DO IT
PROM SEASON
GLOW FOR THE GOLD
SOCIAL INTEGRATION
TO REVIEW Prioritize email, for low cost and high engagement
Create an editorial calendar
Focus on images, not words
In this order, focus on integrating with social media Facebook, Twitter, YouTube, Pinterest/Instagram
Improve your tracking, and use it to evolve
EMAIL + YOU
Don’t forget to drop off your
business cards for slides.
FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?
