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Email Marketing
November 20, 2014
The purpose of this meeting is to inform and introduce
technology to Chamber members, not necessarily to give a complete education on the topics discussed.
Some of the technologies discussed are quite often available through Chamber member companies, including several of the volunteers in the subcommittee. Other topics are presented as classes by the Chambers.
If you would like to discuss any of these topics more in-depth, please contact one of the subcommittee members after the meeting and we’ll get you in touch with the best contact for your interest.
Mission
Sub-Committee
Chamber Member Companies working together to bring you the information on the technological topics that interest you and can benefit your business!
Co-Chairman
Ken Tucker, Changescape Web
Mark Peimann, EPC Computers
Andy Kastrup, ProTronics Technologies, Inc.
Art & Candy Zemon, Hen’s Teeth Network
Beth Richter, ProTronics Technologies, Inc.
Don & David Weir, Managed Computer Services
Paul Barthel, Minuteman Press
Randy Downs, Independent Consultant
“Like” our Facebook Event & Page facebook.com/STCCTechComm
Email Marketing
Presented by: Ken Tucker
November 2014
Target the right audience at the right time
with the right message
Why Do Email Marketing?
Email marketing is a powerful channel for
driving real business results and achieving
measurable ROI
Email marketing is better at driving sales
than social media (typically) but falls a
distant second to search (but can be
cheaper to attain).
Email Marketing Solutions
• Credible email marketing solutions: • Constant Contact – constantcontact.com
• Mailchimp – mailchimp.com
• AWeber – aweber.com
• iContact – icontact.com
• Emma – myemma.com
• MarketVolt – marketvolt.com
• Infusionsoft – Infusionsoft.com
• Others include My Newsletter Builder, YMLP
Improving Deliverability
• Delivery rate = % of emails delivered vs. the total
number of messages sent
• Email bounces – 8% or higher is an issue
• Soft (temporary, rejected by email server)
• Hard (permanent, bad email or doesn’t exist)
• Low Delivery rates may get you blocked by ISPs
• Solutions
• Clean up email addresses (done automatically in
email marketing solution)
• Double Opt-in process
• Allow subscribers to manage preferences
• Metrics in Email Marketing Solutions
Spam
• Spam costs nearly $20B annually
• Spam is still prevalent because:
• It’s easy: Buy a list and import it
• It’s cheap: compared to other types of marketing
• You don’t need to know your customer
• But Spam hurts your marketing efforts
• Straight to the junk folder
• Turn off customers
• Marketing emails account for 70% of spam complaints
Grow and Retain Subscribers
• Best to Earn your subscribers
• Explain why --- what they get out of
subscribing: offer tips and tools, product
updates, special offers
• NEVER purchase lists: high potential for
spam complaints, unsubscribes, and
bounces – impacts delivery
• Send emails to targeted segments increases
retention
• 80% of marketers send the same content to all
email contacts. (Source: Experian)
• Most email marketers send one-time email blasts
6 Types of Marketing Emails
• Email Newsletters
• Digests
• Dedicated Email
• Lead Nurturing
• Sponsorship Emails
• Transactional Emails
Email Newsletters
• Goal of Email newsletter
• Frequency and deliver times
• Creates anticipation – habit of receiving it
• Repurposed content (e.g. blog post summaries and links
to the full article)
• Diverse content – blog post, new offer, upcoming events,
announcements, discounts, links to surveys, …
• Great for marketing to prospects, lead nurturing, retaining
customers, and gaining valuable insights
• GSTCCC Newsletter
Digests
• Similar to newsletters, but focus only summaries
of existing information from a specific timeframe
• Easy to consume – generally lists and links with
short descriptions on what they reader can
expect
• Place a call to action near the top
• Can be sent to different target audiences (e.g.
blog categories to a specific audience)
• O’Fallon Monday Memo
Dedicated Email • Also known as stand-alone emails
• Contain information about only ONE offer
• New Whitepaper or Event Invitation
• Introduce a strong Call to Action
• Best to send to a segmented list
• Easy to design and build
• Don’t need many graphics
• Tweak content from a landing page
• Easy to measure and track ROI
• If a second call to action, use a P.S. at the end…
Dedicated Email
Lead Nurturing • Using email as a part of an integrated strategy
• Needs to fit the sales cycle --- need a reason to join
• Timely emails based on a new lead (time decay
factor)
• Automated series on a regular schedule as new
leads come in – targeted and segmented – goal to
convert
• Create emails and content up front, one time
investment to continue to drive visits and leads
• Also know as: marketing automation, drip
marketing, auto-responders
• Set up and then it’s marketing on auto-pilot!
• High return on a low investment
Lead Nurturing
Sponsorship and Transactional
• Sponsorship emails are a paid media strategy –
pay for your email copy to be included in another
vendor’s newsletter.
• Sponsorship emails are highly targeted and have an
exact ROI
• Transactional emails are triggered by specific
actions your contacts have taken
• Webinar sign up or email double opt-in are examples
• While these get high click though rates, they also can
create an obstacle (another action required)
Critical Elements
of an Email Piece
Subject Line
• Break through the noise of all the other emails
• Address your audience’s needs
• Use actionable language – action verbs to instill
urgency and excitement
• Tell the reader exactly what they will get when
they open the email
• Keep email subject lines to 50 characters or less
• Avoid SPAM triggers – see a list of spam trigger
words
Unsubscribe Link
• Mandatory element in your email template
• Without Unsubscribe, violates CAN-SPAM
• Make it easy and obvious to Unsubscribe
• Opt-outs don’t hurt email delivery, but being
marked as spam will
• Less than 4 out of 1000 marking as spam is the
max to ensure strong email delivery
Putting Together Your 1st Email
• Writing email copy
• Laying out your email
• Deciding on an image, headline and Subject line
for your email
• Selecting the segment (part of your list) that will
receive your email
• Copy editing your email, testing links and
sending a test email
• Sending out your email campaign
Thank You!
Presented by: Ken Tucker
November 2014
www.changescapeweb.com
www.changescapeweb.com/blog
www.twitter.com/changescape
www.facebook.com/changescape
www.gplus.to/changescape
www.linkedin.com/in/kentuckerweb
www.gplus.to/kentucker
636-947-6200
Please Subscribe to the Marketing and Small Business Blog at
http://www.changescapeweb.com/blog-subscribe/
Email Marketing
Presented by: Art Zemon
November 2014
Art Zemon President, Hen's Teeth Network
Inbound Marketing & Website Services
866-HENS-NET or 636-447-3030 x200
www.hens-teeth.net
Questions?
Ask a Techie
Nov 20
Presented by:
Please fill out your survey & drop it in the box before you leave
Art Zemon
Mark Peimann
Ken Tucker
Andy Kastrup
Beth Richter
Paul Barthel Randy Downs Independent
Consultant
Don & David Weir
Email Marketing
In coordination with:
Upcoming Events
No TechComm Next Month
Have a safe & happy holiday season!