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Intro to E-MAIL MARKETING (Part 2)

Intro to E-MAIL MARKETING (Part 2). www.readyartwork.com. What is E-mail Marketing?. Email Marketing is a digital version of a flyer or physical brochure. www.readyartwork.com. Flexible & Timely - Cost is cheaper compared to sending out ads / flyers

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Intro to E-MAIL MARKETING (Part 2)

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  1. Intro toE-MAIL MARKETING(Part 2) www.readyartwork.com

  2. What is E-mail Marketing? Email Marketingis a digital version of a flyer or physical brochure www.readyartwork.com

  3. Flexible & Timely - Cost is cheaper compared to sending out ads/flyers • Building Brand Awareness & Trust - Staying consistent with emails & sharing your knowledge • Drive Sales (Lead generating) - Potential leads that see your newsletter enough could become potential buying customers • Measurable - Can track improvements through reports, open rate, click rate, etc. • Low Risk - A number of different tools are available for trial / free use before committing to a specific one Why is it Important? What are the Benefits? www.readyartwork.com

  4. Open Rate — industry averages between 17 to 29% = The total number of emails opened divided by the total number of emails sent • Click-Through Rate — industry averages between 1 and 5% = Total Clicks divided by the total number of emails delivered • Unsubscribe Rate —industry averages between .1 and .4% - Total number of unsubscribes divided by the total number of emails sent • Email Conversion Rate — industry averages between 1 and 5% = Email conversions (defined by the user performing the desired action e.g. link click, download etc.) divided by the total number of emails delivered How to Read Email Marketing Campaign Numbers www.readyartwork.com

  5. Analyzing Numbers & Making Improvements • Improving Open Rate: • Adjust the copywriting & use the right words • Optimize Headline www.readyartwork.com

  6. Improving Click Rates: • Adjust Copywriting and using the right words in body text and call to action. • Adjusting the Call to Action • Improve on the design and understand how colors affect the user's perception • Use of Imagery or Non-Use of Imagery • Copy to Image Ratio (Depending on Target Audience and Product/Service/Event being Promoted) Analyzing Numbers & Making Improvements www.readyartwork.com

  7. Timing • Avoid Mondays & Weekends • According to Mailchimp, Tuesday & Thursday are the most popular days to send newsletters • Mailchimpalso finds that 2 pm is the optimal time. The worst time is Tuesday & Wednesday 8-10 am Analyzing Numbers & Making Improvements www.readyartwork.com

  8. Analyzing Numbers & Making Improvements • Frequency • Optimize A/B Test for the best Frequency. www.readyartwork.com

  9. Other Factors • Mobile-Friendliness: Mobile email opens can account to as much as 70% of total email opens! • Weather: Weather is surprisingly a factor for email opens (rainy-day offers for example) • Over-sending emails (Avoid) • Understand your competition: Your competitors may be offering the same product or service for less Analyzing Numbers & Making Improvements www.readyartwork.com

  10. First and Foremost: Do NOT buy Email Lists! • They have not opted in for your email list • You do not have their permission to email them & are unaware of your business or service • Mailchimpwill send warnings & can lead to account suspension! Building Email Lists www.readyartwork.com

  11. Ways To Build An Email List the Correct Way: • Trade Shows & Events • Website Forms • Restaurants or Retail Stores: Collecting business cards (drop off your business card for a chance to win) • Facebook ads or campaigns • Mixers Building Email Lists www.readyartwork.com

  12. Real Estate • Offering a white paper in exchange for an email. • Provide information & value • Create enticing copy & explain what the user will get Example www.readyartwork.com

  13. Multiple Email Lists • What is the purpose of having multiple lists? • General List for Generic Subscribers • Prospect List • Client/customer list www.readyartwork.com

  14. What is A/B Testing? • Also known as 'split testing’ • Testing changes to a page or specific text against the current design • For a newsletter you would test different variations of the newsletter with the same goal A/B Testing www.readyartwork.com

  15. What is a landing page? • For the sake of newsletter campaigns, it is a page dedicated to solely for the newsletter campaign. • It is an uncontaminated sample of traffic, unable to be accessed through search engines and only through the campaign itself. Landing Pages www.readyartwork.com

  16. Establish what the call to action is on the landing page. For example is it "Sign Up", "Download", "Buy"? • When the user completes the desired action, it is considered a 'conversion' Calls to Action www.readyartwork.com

  17. Sales Funnel Generally, B2B email marketing has a longer sales funnel. The user fills out the online form and placed into the sales funnel and may not 'convert' until much later. www.readyartwork.com

  18. Determining Lead Values Example: If 10 people fill out the contact form, 1 person buys or places an order and spends $100 then we can calculate: $100/10 = $10 Each lead is worth $10 www.readyartwork.com

  19. What’s the Purpose of all this information? • Sales • Business Projections • Keeping in touch with Customers • Efficiency www.readyartwork.com

  20. RECAP • Setup an Email Campaign • Manage Multiple Lists • A/B Test and Optimize • Measure Results • Measure Value of Results • Project Sales and Production schedules www.readyartwork.com

  21. Intro toE-MAIL MARKETING(Part 2) www.readyartwork.com

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