CITY OF WESTMINSTER, COLORADOPARKS, RECREATION & LIBRARIESOPERATIONS MANAGER
RYAN HEGRENESS
linkedin.com/in/hegreness@hegreness
LIFEGUARD, COUNCILLOR, INSTRUCTOR, EVENTS, INTERN
GRADUATE ASSISTANT, INSTRUCTOR, ATTENDANT
ASSISTANT DIRECTOR—PROGRAMS
MARKETING & ENTERPRISE DEVELOPMENT MANAGER
OPERATIONS MANAGER
ESSEX JUNCTION, VERMONT
ARLINGTON, TEXAS
WESTMINSTER, COLORADO
CLEMSON, SOUTH CAROLINA
MENTOR, MAYFIELD VILLAGE & LAKE COUNTY, OHIO
• EMAIL BY THE NUMBERS
• TYPES OF EMAIL
• DO'S AND DON'TS
• HOW TO GET STARTED • PLATFORMS • TOOLS • TECHNIQUES • EXAMPLES
4,350,000,0002,580,000,000EMAIL USERS WORLDWIDE
EMAIL ACCOUNTS WORLDWIDE
Radi
cati
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up (2
015)
http
://w
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.em
ailis
notd
ead.
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/
72%OF CONSUMERS SAY THAT EMAIL IS THEIR
FAVORITE CONDUIT OF COMMUNICATION WITH
COMPANIES.- MarketingSherpa (2015)
http://www.emailisnotdead.com/
43% OF BUSINESS SAY THAT EMAIL IS ONE OF THEIR MOST EFFECTIVE LEAD
GENERATION CHANNELS.Circle Research (2012)
http://www.emailisnotdead.com/
40X EMAIL MARKETING IS NEARLY 40X MORE
EFFECTIVE THAN FACEBOOK AND TWITTER AT ACQUIRING
CUSTOMERS.
McKinsey&Company
http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails
THE SECRET TO SUCCESS IS MAKING EVERY EMAIL COUNT. EMAIL NOT ONLY CONVERTS BETTER THAN THE MOST POPULAR SOCIAL MEDIA, BUT PEOPLE SPEND UP TO 17 PERCENT MORE WHEN THEY DO BUY.
entrepreneur.com
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
88% OF MARKETERS SAY THAT EMAIL IS
BRINGING THEM A POSITIVE ROI.
2014 State of Marketing
http://www.emailisnotdead.com/
4,300% ROIEVERY $1 SPENT ON EMAIL MARKETING
GENERATES A RETURN OF $44ExactTarget
https://www.entrepreneur.com/article/251752
EMAIL MARKETING OFFERS THE BEST RETURN ON INVESTMENT EVER. ULTIMATELY, EMAIL MARKETING IS AFFORDABLE, WHICH MEANS THAT, EVEN IF A CAMPAIGN BOMBS, THE MARKETER ISN’T IN TROUBLE. IN COMPARISON, GIVEN THEIR HIGH SPEND, FAILED ADVERTISING CAMPAIGNS USING DIRECT MAIL, PRINT ADVERTISING, RADIO AND TV CAN BE DISASTROUS.
entrepreneur.com
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
78.7%
21.3%
96.8%
3.2%
UNIQUE OPENS
CLICK-THROUGH
0.4567%
1 / 220
HARD BOUNCE
0.122%
1 / 820
UNSUBSCRIBE
0.026% 1 / 3,850
COMPLAINT
52%22.0%
26.0%
ENGAGEMENT
GOVERNMENT
74%
26%
HEALTH & FITNESS
78%
22%
96.4%
3.6%
97.3%
2.7%
UNITED STATES
78.7%
21.3%
96.8%
3.2%
UNIQUEOPENS
CLICK-THROUGHRATE (UNIQUE)
UNITED STATES UNIQUE OPENS
MEAN
78.7%
21.3%
MEDIAN
82.4%
17.6%
TOP 1/4
59.1%40.9%
BOTTOM 1/4
92.1%
7.9%
UNITED STATES CLICK-THROUGH RATE (UNIQUE)
MEAN
96.8%
3.2%
MEDIAN
98.6%
1.4%
TOP 1/4
90.8%
9.2%
BOTTOM 1/4
99.8%
0.2%
158%EMAILS WITH SOCIAL SHARING BUTTONS INCREASE CLICK-
THROUGH RATES BY 158%
NonProfitHub.org (2015)
http://nonprofithub.org/nonprofit-marketing-plan/20-marketing-stats-trends-2015/
UNITED STATES HARD BOUNCE
RATE
0.4567%
1 / 220
MEAN
0.018% 1 / 5,550
MEDIAN
0.0000%
TOP 1/4
1.804%
1 / 55
BOTTOM 1/4
UNITED STATES UNSUBSCRIBE
RATE
0.122%
1 / 820
MEAN
0.017% 1 / 5,880
MEDIAN
0.0000%
TOP 1/4
0.429%
1 / 230
BOTTOM 1/4
IF YOUR UNSUBSCRIBE RATE RISES OVER TIME OR REMAINS CONSTANT WHILE SPAM COMPLAINTS INCREASE, YOU MIGHT HAVE AN UNCLEAR UNSUBSCRIBE PROCESS OR BE LOSING SUBSCRIBER TRUST.
2016 Email Marketing Metrics Benchmark Study
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
PROVIDE ALTERNATIVES TO OPTING OUT
• Easily Change Email Addresses
• Easily Change Lists
• Modify Frequency
• Update Preferences
MOST IMPORTANT, DELIVER ON YOUR SUBSCRIBERS’ EXPECTATIONS AFTER THEY OPT IN AND PROVIDE ONGOING VALUE THROUGH CONTENT AND RELEVANT OFFERS.
2016 Email Marketing Metrics Benchmark Study
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
UNITED STATES COMPLAINT
RATE
0.026% 1 / 3,850
MEAN
0.0000%
MEDIAN
0.0000%
TOP 1/4
0.093% 1 / 1,075
BOTTOM 1/4
IF YOUR EMAIL COMPLAINT RATES ARE TOO HIGH, CONSIDER MAKING YOUR UNSUBSCRIBE LINK MORE PROMINENT.
2016 Email Marketing Metrics Benchmark Study
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
30% OF CONSUMERS NOW READ THEIR EMAIL EXCLUSIVELY ON MOBILE DEVICES.
The Mobile Effect (2013)
http://www.emailisnotdead.com/
WHEN DESIGNING MOBILE EMAIL, WE TRY TO FOLLOW THE MANTRA “ONE EYEBALL, ONE THUMB, AND ARM’S-LENGTH.”
MailChimp
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
3SEMAIL MARKETERS
HAVE ONLY 3 SECONDS (12 WORDS) TO
CAPTURE READERSMovable Ink
http://www.mediapost.com/publications/article/263138/email-marketers-have-only-12-words-to-capture-read.html
78.7%
21.3%
96.8%
3.2%
UNIQUE OPENS CLICK-THROUGH
0.4567%
1 / 220
HARD BOUNCE
0.122%
1 / 820
UNSUBSCRIBE
0.026% 1 / 3,850
COMPLAINT
USAVERAGE
UNIQUE OPENS CLICK-THROUGH
HARD BOUNCE UNSUBSCRIBE COMPLAINT
59.1%40.9%
90.8%
9.2%
0.0000%
0.0000%
0.0000%
GOALS(TOP 1/4)
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
TYPES OF EMAIL
NONTRANSACTIONAL(MARKETING / PROMOTIONAL)TRANSACTIONAL
INFORMATIONAL EMAIL
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
EMAIL NEWSLETTERWELCOME EMAIL
PROMOTIONAL EMAIL
ANNOUNCEMENTTHANK YOU EMAIL
LEAD NURTURINGSURVEY EMAIL
TYPES OF EMAIL
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
NONTRANSACTIONAL
OPEN RATE: 21.6%CLICK RATE: 3.3%
TRANSACTIONAL
OPEN RATE: 47.1%CLICK RATE: 8.8%
TYPES OF EMAIL
TRANSACTIONAL EMAILS GENERATE NEARLY 2X THE OPEN RATES OF NONTRANSACTIONAL EMAILS.
2016 Email Marketing Metrics Benchmark Study
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
MAXIMIZE USE OF TRANSACTIONAL EMAILS WITH A CALL TO ACTION
• Incentivize Related Purchases
• Invite to Join Loyalty Club
• Invite to Join Email List
• Link to Resources on Your Website
• Encourage Social Media Engagement
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
SPAM (UNWANTED EMAIL)
TRANSACTIONAL
NONTRANSACTIONAL(MARKETING / PROMOTIONAL)
TYPES OF EMAIL
CAN-SPAM ACT OF 2003• FIRST NATIONAL STANDARDS FOR SENDING COMMERCIAL EMAIL • FINES OR CRIMINAL CHARGES POSSIBLE • ENFORCED BY FTC
90% ABOUT 90% OF EMAIL SENT IN
2010 WAS SPAM
https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003
CAN-SPAM COMPLIANCE• DON’T USE FALSE OR MISLEADING HEADER INFORMATION • DON’T USE DECEPTIVE SUBJECT LINES • IDENTIFY THE MESSAGE AS AN AD • TELL RECIPIENTS WHERE YOU’RE LOCATED • TELL RECIPIENTS HOW TO OPT-OUT OF FUTURE EMAILS • HONOR OPT-OUT REQUESTS PROMPTLY • MONITOR WHAT OTHERS ARE DOING ON YOUR BEHALF
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
AN APOLOGY
▸ Dear Arlington Parks and Recreation Department customer,
▸ Yesterday afternoon an email titled "Are you ready for the 43rd Annual Fall Craft Fair?" was released to an email list from our user database. The email was accidentally released with a grouping of our user's email addresses visible within the "CC" field. We value our customers, their inboxes and their privacy, and this mistake does not reflect that. I sincerely apologize for the manner in which that email was sent.
▸ I realize that this might have damaged your trust. Personally, I want you to know that we will be addressing this issue as a department to ensure that this error does not happen again. I will be meeting with our staff to evaluate our email practices and to ensure that communications are thoroughly reviewed and appropriately delivered.
▸ Once again, I sincerely apologize for this mistake. If you have emailed us to unsubscribe, your requests are currently being processed. Additionally, there is an unsubscribe link at the bottom of this email. If you would like to speak with me directly, I can be reached at 817-575-8285.
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
UNFRIENDLY / UNRESPONSIVE
MOBILE FRIENDLY
RESPONSIVE
TYPES OF EMAIL
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
MOBILE-FRIENDLY EMAIL ATTRIBUTES▸Can be fixed-width but still mobile-optimized (320px). ▸Font sizes don’t change, but are large enough to be readable. ▸Can retain a multi-column layout while allowing for readers to tap and zoom into each individual block of content. ▸Use large, thumb-tappable buttons for calls to action.
Source: MailChimp
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
RESPONSIVE EMAIL ATTRIBUTES▸Use media queries to adjust email width dependent on the size of the display on which its viewed. ▸Font sizes change from desktop to mobile displays. ▸Layout can be changed from multi- to single-column on the fly. ▸Different elements (image-based buttons) can be hidden and shown dependent on which platform the email is viewed on.
Source: MailChimp
30% OF CONSUMERS NOW READ THEIR EMAIL EXCLUSIVELY ON MOBILE DEVICES.
The Mobile Effect (2013)
http://www.emailisnotdead.com/
WHEN DESIGNING MOBILE EMAIL, WE TRY TO FOLLOW THE MANTRA “ONE EYEBALL, ONE THUMB, AND ARM’S-LENGTH.”
MailChimp
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
EVERYONE
• SUMMER CAMPS • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE • SENIOR BANQUET • NEW LATIN DANCE CLASSES • WATER AEROBICS • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • YOUTH GOLF CAMP • SCIENCE CAMP
EVERYONE SENIORS ART
• SUMMER CAMPS • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE • SENIOR BANQUET • NEW LATIN DANCE CLASSES • WATER AEROBICS • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • YOUTH GOLF CAMP • SCIENCE CAMP
• EVENT CALENDAR • SENIOR BANQUET • WATER AEROBICS • FRIDAY BINGO • MONDAY MOVIES • SENIOR TRIPS • WALKING CLUB
• PRESCHOOL PAINTING • POTTERY 101 • INTRO TO WATERCOLOR • ART EXHIBIT AT REC CENTER • CHARCOAL DRAWING • HIGH SCHOOL ART CAMP • YOUNG REMBRANDT
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
TYPES OF EMAIL
SEGMENTED
CLICK-THROUGH RATE: 8%
BROADCAST
CLICK-THROUGH RATE: 3%
RELEVANT EMAILS DRIVE 18 TIMES MORE REVENUE THAN BROADCAST EMAILS.
mailigen.com
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
34% GREATER EMAIL RELEVANCE
Mailigen (2015)
http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/
MARKETERS WHO SEGMENTED THEIR LISTS EXPERIENCED:
39% INCREASED OPEN RATES
Mailigen (2015)
http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/
MARKETERS WHO SEGMENTED THEIR LISTS EXPERIENCED:
28% LOWER UNSUBSCRIBE
RATESMailigen (2015)
http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/
MARKETERS WHO SEGMENTED THEIR LISTS EXPERIENCED:
760% INCREASE IN EMAIL REVENUE
Campaign Monitor
https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/
MARKETERS WHO SEGMENTED THEIR LISTS EXPERIENCED:
BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS
PERSONALIZEDUNPERSONALIZED
TYPES OF EMAIL
26% EMAILS WITH PERSONALIZED SUBJECT
LINES ARE 26% MORE LIKELY TO BE OPENED
Campaign Monitor
https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/
BIRTHDAY: 2/7/1968
NO CHILDERN UNDER 18
INTERESTS: SENIOR PROG. EVENTS
PARTICIPATION: LAP SWIM/ TENNIS INSTRUCTION
WEB ACTIVITY: GOLF
MIKE
BIRTHDAY: 9/17/1987
PRESCHOOL AGE CHILD
INTERESTS: PRESCHOOL PROG. GOLF / EVENTS PARTICIPATION: GOLF INSTR.
GYMNASTICS / DANCE
WEB ACTIVITY: AQUATICS / SUMMER CAMPS
JIM
BIRTHDAY: 6/22/1976
MIDDLE & HIGH SCHOOL KIDS
INTERESTS: ATHLETICS / EDUCATION / EVENTS PARTICIPATION: SOCCER / BASKETBALL / CHEER
WEB ACTIVITY: TRAVEL / GOLF / PAVILION RENT
SUSAN
MIKE JIM SUSAN
• EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • SENIOR BANQUET • WATER AEROBICS • SENIOR TRIPS • TENNIS INSTRUCTION
• SUMMER CAMPS • PRESCHOOL PAINTING • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE
• EVENT CALENDAR • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • HIGH SCHOOL ART • SCIENCE CAMP • DESTINATION TRAVEL
81%OF US ONLINE SHOPPERS THAT ARE MORE LIKELY TO
MAKE ADDITIONAL PURCHASES AS A RESULT OF
EMAILS BASED ON PURCHASING BEHAVIOR.
-Harris Interactive
http://www.emailisnotdead.com/
* 481% higher transaction rate
* 342% higher revenue per email
* 179% higher unique click rates
https://www.campaignmonitor.com/blog/email-marketing/2015/11/birthday-email-marketing-guide/
$
BIRTHDAY EMAILS ARE SOME OF THE MOST EFFECTIVE EMAILS YOU CAN SEND!
WELCOME EMAIL 2 EMAIL 3 EMAIL 4
7 DA
YS
4 DAYS
7 DA
YS
4 DAYS
7 DA
YS
4 DAYS
4 DAYS
WELCOME EMAIL 2 EMAIL 3 EMAIL 47 DAYS 7 DAYS 7 DAYS
DON’T‣ Don't do it because you think it is expected
‣ Don’t do it because you always have
‣ Don’t do it because your staff insists on it
DON’T‣ Don't send to anyone that has not opted-in
‣ Don't send to people that don't care
‣ Don't send to people that don't open
DON’T‣ Don't send SPAM
‣ Don't send ugly emails ‣ Don’t use too much text
‣ Don’t forget mobile
‣ Don't send everything in one email
‣ Don’t send information that isn’t relevant
DON’T‣ Don’t send emails too far in advance
‣ Don’t send emails too late
‣ Don't guess on delivery time
‣ Don't inundate recipients
WELCOME EMAIL
https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/
REMINDER EMAIL
https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/
ANNIVERSARY OF A DATE
https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/