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Master Effective Email Marketing: Create and Promote Blog Digest Emails

Join us for an insightful session on crafting effective blog digest emails that engage your audience. Learn key strategies for scheduling social media updates, promoting your content, and segmenting your audience based on their buying process. We will cover best practices for writing compelling subject lines, personalizing email content, and ensuring compliance with CAN-SPAM regulations. By the end of the session, you will have actionable homework to implement these strategies in your marketing plan, along with resources to further your learning.

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Master Effective Email Marketing: Create and Promote Blog Digest Emails

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Presentation Transcript

  1. Use the Chat Pane in the GoToTrainingConsole to Ask Questions! We will be starting at 1:03pm EST. Please select your choice of audio: telephone or computer on your GotoWebinar console. Find recordings & resources here: http://learning.hubspot.com/ traffic-august-12/

  2. Alan Perlman Alan Perlman @AlanPerlman

  3. Course Details Goals & Research 104 101 103 102 105 106 Plan & Create Create & Optimize Promote Analyze Recap

  4. AGENDA Creating a blog digest email 1 Scheduling Social Media updates 2 3 Promoting content on your own site 4 Class Homework & Questions

  5. Creating a blog digest email 1

  6. Target audience Target offer Target email

  7. The List

  8. List Quality Does everyone on the list have a prior relationship with you? 1 2 Do you have an unsubscribe or suppression list? 3 The list was not purchased, rented, leased or gifted from a third party 4 Would they be expecting/ not surprised by your email?

  9. Segmenting by your customer personas

  10. Align Your Buying process • Use keywords that describe problem • Don’t yet understand solutions • Looking to be educated • Commitment is low Establish Buying Criteria Realize Problem or Need Perform Research Evaluate Vendors • Learn about how to solve problem • Understand what’s available • More educated questions • Commitment is low to medium Segmenting by the buying process & content • Establish “must haves” – • Price, Quality, etc. • Don’t want to missing anything • Commitment is medium -high • Narrow down vendors • Compare vendors • Looking for trials, demos, • consultations • Commitment is high

  11. Segmenting by recent conversion

  12. Awesome User Experience = Better Response Rate

  13. Email content and Best Practices

  14. Analyze > Blog Analytics • How to find them • Other content to promote?

  15. 2 From Name & Email Address

  16. 3 Subject Line

  17. Subject Line Best Practices Less than 45 characters 1 2 Action Oriented 3 Convey the offer or benefit 4 Consistency with the first line of the email

  18. Subject Line Examples • Title of most popular article that month • 5 [Month] Blog Articles You Should Read • Here’s your [Month] Digest • The [Business] Top Ten- [Month] • Weekly [Coffee] Links- [Industry] • Top 10 [topic] articles this month • 5 articles on [topic] you can’t miss • Top 5 articles reviewing [service/product]

  19. 3-5 Links • 125 words or less of content • Personalize • Images • CAN-SPAM • Plain Text 4 Email Body

  20. Email Body 1 2 3

  21. Email Body 5 4

  22. Plain text version

  23. Always send a test email first

  24. Guides and tutorials +

  25. Add to your marketing plan..

  26. Class Homework Create & send blog digest email 1

  27. Scheduling Social Media updates 2

  28. “ Either write something worth reading or do something worth writing about. Benjamin Franklin Image Credit: lhalstead

  29. Image: http://inay.org

  30. Social media works when you target your ideal personas

  31. What Should I Promote? Blog articles 4 5 6 2 3 1 Landing pages Other people’s relevant content News and upcoming events Quick facts or quotes Customer stories

  32. Always include a link in any update!

  33. HubSpot’sBookmarklet Use to share other people’s content that you find on the Internet 1

  34. 20-30 updates per week (3-4 per day) 1 2 3 15 updates of your own content 15 updates are other people’s content

  35. Add to your marketing plan..

  36. Class Homework Schedule social media for next week 2

  37. Promote on Your site 3

  38. Thank You Pages 1 • List articles that are relevant to the landing page offer the lead just received 2 • Call to action to read your blog content 3 • Display a RSS feed of your blog’s content 4 • Call to action to subscribe to your blog

  39. Add to your marketing plan..

  40. Class Homework Add blog content or CTA to a thank you page Add links to blog & CTA to at least 5 website pages 3 4

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