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Guru’s Guide to Email Marketing

Guru’s Guide to Email Marketing

I receive emails every now and then with things like Download this White Paper NOW or Here is your free white paper.  I always fall for those emails IF the content sounds even a little bit interesting.  I got the little gem attached below in an email a week on 7/19/12; and I found some of it interesting.  I have posted those points below and attached the document so you can get more detail.

Email Marketing Today – Statistics, Facts and Survey Results

  • Email marketing outperforms every other channel on ROI and averages an impressive $44.25 for every dollar spent.
  • Investment in email marketing is estimates to grow from $1.3 billion in 2012 to $2 billion by 2014.
  • 88% of people check their email daily via mobile phone
  • Email newsletters that include social sharing buttons have a 115% higher average click-through rate

Conducting an Email Marketing Review

  • Get a good picture of where your campaigns are today by conducting an email marketing review
  • Develop a spreadsheet containing email results for the last 6-12 months
  • Base priority on the important metrics for your industry.
  • Varying results could be from many things…subject lines, from lines, etc.
  • Compare your data with others in your organization to see what differences there are
  • Pull together samples to see if you can figure out what drove the best results: subject line, format, content, segmentation
  • Pull together competitive messages to see what you could get inspired from

Building Your Email Opt-in List

  • There are three layers to building the list: foundational, auto pilot, and supplemental and the three layers work together to grow your list (see the document for more details)

Subject Lines that Get Results

  • 50 characters
    • look through the newspaper
    • focus on the objective
    • use the from field correctly
    • most important info first
    • personalize
    • test

The Truth about Email Deliverability

  • manage email reputation
  • honest identity
  • manage feedback loops
  • follow the law

Okay, so the document attached is 37 pages and I am not going to take up more of your time…please download the document and take a gander.

Gurus Guide to Email Marketing 2012 US

Email + Twitter + Facebook: 22 Tips to Cross-Channel Success

I attended a webinar about the merging of Email, Twitter and Facebook and the information contained below is a short recap of the document.

Today, one in every nine people on earth is a Facebook user and Twitter manages an average of 190 million tweets per day. This is according to a September 2011 post by social media blogger Jeff Bullas, aptly titled, Stunning Social Media Statistics. And just as stunning, the New York Times reported in January that over 107 trillion emails were sent in 2010.

The important take-away for marketers is this:

If you’re not communicating with your customers via social channels as well as through email, you’re not reaching your audience where it lives, works and plays.

Email and social are alike in a very significant way: they are the only two permission-based channels

Opt-in drivers

  • Facebook: use as a driver to increase email opt-in
  • Twitter: Link the tweet to the campaign and offer people a way to opt-in

Social Media increases word of mouth or reach due to sharing of content.

You can use conversations in Social Media to improve your email messages and other content messaging.

Know where your customers are in the Social Media world…there are so many providers you don’t have to use all of them.

Monitor blogs and other conversations to see what is being said; this will enable you to have more relevant communications of which your audience will have an interest.

Integrate “Like” and “Register with Facebook” or add the ability to share on Twitter.

Take your email and turn it into a Twitter and/or Facebook message.

Have solid performance metrics and goals set.

As always check out the document for more details.

Email Facebook Twitter: 22 Cross Channel Tips and Takeaways

MarketingSherpa’s Dirty Dozen

I got the attached document from the Online Marketing Summit produced by UBM TechWeb in San Diego.  I can’t remember who sent it to me or even if I requested it but I wanted to share a few interesting nuggets from the 12 “Newsletter Mistakes Nearly Everyone Makes”.

  1. Email sign up should have a verification process where the person has to verify the signed up for your message.
  2. The more you can segment the better results you will have.
  3. Make the welcome message inviting and engaging…tell them what the future holds.
  4. Know how often to send….
  5. Add some personalization
  6. Use proper HTML and CSS…I personally run my HTML through the W3C Validator Service.

MarketingSherpa Dirty Dozen Email Newsletter Mistakes

Email Rendering and Design Trends

In November I sat through a webinar half listening as I dutifully continued working on other items of importance…or so I thought.  The webinar was called Email Rendering and Design Trends and the slides are attached with some notes.

Here are a few things as I go back and look at the slides I seem to find important.

  1. Personalize messages to drive engagement – I see this more and more in the B2C world companies are adjusting messages to user preferences.
  2. Clean up the design of your emails – I often get emails from companies that are all graphics.  On my mobile I do not allow for image downloads so the email is blank…why would you want your email to appear this way?
  3. Right-time Email Programs – when someone makes a purchase you need to do a follow-up email with a confirmation and another add-on offer.
  4. Ensure you are testing on webmail servers as well as desktop and mobile.
  5. Design for the preview pane – which is often only 320px high.
  6. Pre-headers are a must – does yours say something like “To view this email as a webpage click here”?
    1. It should have some intrinsic value to the message of the mailing like – “Meet your best prospects from Bayer, Motorola, Airbus at the world’s LARGEST advanced manufacturing event.  View this email in a browser or on a mobile device.”
    2. Sometimes people only see your pre-header.
  7. Need most important content “above the fold” in your email – about 420px.
  8. Mobile design tips
    1. 480-600px wide
    2. Fonts minimum of 14px, headlines 22px
    3. Subject: 15 characters
  9. Video does not work in many email clients ye so it is best to know your audience and only include IF they can view it.

Thank you for taking the time to re3ad this, I hope you enjoy the slides.

aaem_live_rendering_session_2011

7 Email Marketing Trends You Cannot Ignore

I read a blog post earlier this week called Three Myths about what customers want and that reminded me of something in the white paper. “A company that treats all customers and prospects the same speaks to everybody, and thus nobody.  Rather than using a ‘one size fits all’ approach, identify the most likely targets for a product or service. Use email to get to know customers better, and then serve them more relevant content.”  Basically, you need to segment your market as much as possible so you can send them relevant information.  I would encourage you to go as far as possible with the segmentation.

For example, lets say you are a book seller with an e-reader device and a membership card.  You frequently send emails to your customer about new and exciting books; fiction, non-fiction, children’s books, cookbooks…you get the idea. From these two products, you can easily figure out how to segment each customer.  You should have a “preferences” page with all of the genres listed and have your customers update their preferences based on genre.  Even better would be to use data from the purchases to figure out what types of genres the customer typically purchases.  If you have a customer that does not purchase children’s books then why send them emails about getting a free children’s book?  I am not saying you should avoid letting this person know about children’s books; instead, information for children’s books should be secondary to the main content of the email message.

 

So, don’t be a one size fits all…be unique!

7things not to avoid in email