Wood Street - The Skinny on Email Marketing - AHCMC

#EmailAHCMCwww.woodstreet.com @jonmikelbailey

Email Marketing

How to… build your list, Keep them engaged…

and achieve your goals!


Does email marketing work???

Email marketing brought in $40.56 …for every dollar spent.

- 2011 Report from Direct Marketers Association


Has social killed email???Facebook & Twitter combined

make up just 0.2% of the number of emails sent each day…

not including spam. - KissMetrics.com

http://www.kissmetrics.com/


What we’ll talk about…

1. Building your list2. ESP and Email Format3. Editorial calendar4. Tracking results5. Email echo


Building Your List"You can have the best subject line, be the most trusted sender, write killer copy, and have a kick ass offer...

but if you don't have a list of email addressesto send to… none of that matters."

- DJ Waldow – Author of The Rebel’s Guide to Email Marketing

http://www.amazon.com/Rebels-Guide-Email-Marketing-Biz-Tech/dp/0789749696


Building Your ListEmails need recipients! So, where do they come from?

o Is it ok to use your client or member list?o What about buying lists?o Should you add people without permission?

The answer is generally no, let’s discuss…


Building Your ListSome ways to get followers…

1. Pop-up signups

2. Contact and sales forms

3. Include in callouts

4. Social media channels

5. QR Codes and other mobile techniques

6. Single or double opt-in?


How are you sending these emails?First, select an Email Service Provider

Some more popular ESPs…• WhatCounts

• ExactTarget

• MailChimp

• Aweber

• ConstantContact


Which one to use???They are not all created equal…

• Are your drops simple?

• Do you need custom design?

• Are you looking for ease of integration?

• Do you need data management?

• Do you need CRM integration?

• Do you need more account management?


Will you use…Design or Plain Text Emails??

or

http://goo.gl/se1eI


What about mobile???Consider mobile for your newsletter…

• How does your newsletter perform on mobile?

• How much content are you giving them?

• Did you make use of the preheader?

• Where are you sending them?

• Responsive or mobile microsite?

• Non-responsive site???


What are you sending???

What are your goals?• To inform or educate?

• To sell or promote?

• To drive action?

• To expand your reach?


When are you sending it?Don’t freak out, plan ahead!

Time for an Editorial Calendar…• Schedule timely blog posts

• Plan for event promotion

• Announcements

• Seasonal or timely marketing


Editorial CalendarMonth Topic Date Author Persona Channels

Jan Mobile Marketing 1/7/13 Jon Brad Social…

Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…

Chart Headings:

• Date• Title/Description• Status• Due Date

• Publish Date• Type of Content• Producer• Editor

• Target Audience• Distribution Channels• Promotion Channels• Tags

• Metrics• Notes


Tracking Results

There are a couple of places to check…

ESP Reports• Opens & Click-thru’s

• Social Shares

• Unsubscribes & Bounces…

Site Statistics• Track site traffic from email

• Track spikes in traffic

• Track leads, sales, signups

Advanced Tip: Try some A/B Split Testing


Tracking Results Check Your ESP Stats…

1. Number of opens

2. Number of clicks and to where

3. Click performance, click map

4. Number of social shares

5. Bounces and unsubscribes

Always follow best practice tips from ESP to avoid SPAM filters

http://goo.gl/se1eI


Tracking ResultsCheck Your Stats in Google Analytics…

1. Log in to Google Analytics

2. Click View Report

3. Click Traffic Sources

4. Select All Traffic Sources

5. Select Sort by medium

6. Click Email medium or utm_source=


Email Echo

• Encourage email sharing

• Encourage social sharing

• Talk about your emails pre and post

• Gather topics or ask questions

• Use surveys, contests, giveaways


Offer from DJ Waldow – 50% OffEmail Marketing Made Simple:

• The Secret to Email Marketing• The Various Components That Make Up an Email• Why Some Email Marketing “Rules” are Silly• How Email Marketing and Social Media Go Together Like Batman & Robin• Why Testing is Critical to Email Marketing• And more useful knowledge from DJ

http://waldowsocial.com/email-marketing-made-simple/

Enter code: BAILEY





QUESTIONS???Suggested resources:

Our newsletter and blog

www.marketingprofs.com

www.whatcounts.com

www.aweber.com

www.djwaldow.com

Contact me:

www.woodstreet.com

[email protected]

@woodstreetweb

Facebook.com/woodstreetweb

301.668.5006 x101

Read this book… The Rebel’s Guide to Email Marketing

http://goo.gl/se1eI

http://gigaom.com/

http://www.whatcounts.com/

http://www.aweber.com/

http://www.djwaldow.com/

http://www.woodstreet.com/

mailto:[email protected]

http://www.twitter.com/woodstreetweb

http://www.twitter.com/woodstreetweb

http://www.facebook.com/woodstreetweb

http://www.facebook.com/woodstreetweb

http://www.amazon.com/Rebels-Guide-Email-Marketing-Biz-Tech/dp/0789749696

Date post:	12-Jan-2015
Category:	Self Improvement
Upload:	jon-mikel-bailey
View:	1,136 times
Download:	0 times

Wood Street - The Skinny on Email Marketing - AHCMC

Self Improvement