[PDF] - Email is Still Your Ace in the Hole SCORE Becky Livingston Becky PDF Document

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Email is Still Your Ace in the Hole

SCORE • Becky Livingston

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Becky Livingston

ü Owner Penheel Marketing ü 25+ years of marketing and technology experience ü 16+ years in the financial services industry ü Social Media & Digital marketing professional ü Public speaker and trainer ü Frequent guest blogger ü Dog and shoe lover

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Agenda

How to compose engaging emails
How to use creative Email campaigns for effective

marketing

Methods for achieving high open and click-through

rates

Frequency guidelines and Federal “Can-Spam”

regulations for commercial Emails

List segmentation and report analytics

Subject Lines - Examples

Uh-oh, your prescription is expiring
The Deals That Make Us Proud (Unlike Our Nephew,

Steve)

The broke girl's guide to a luxury vacation
Where to Drink Beer Right Now
10 Engagement Tips to Gobble Over Thanksgiving
Don’t Miss These 11 Sneaky Email Tricks
The 3-step Content Marketing plan
How Emily Faith got 76,974 YouTube views in 10 days
Paid traffic not converting? Download this

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Pre-Header Examples

Pre-header

Layout

Use a color scheme

that’s consistent with your brand, yet easy on the readers’ eyes

Avoid multi-column

emails (mobile)

Break up chunks of

content with visuals

Feature the most

important information at the top

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Not A Designer!?!?!?!?

Use an email service provider that offer templates – MailChimp, Constant Contact, and more.

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Spam Trigger Words

Email Design Checklist

q Decide between plain text or HTML q Create a clean template design q Add some color q Break text into bullets or small paragraphs q Include a call to action q Leverage images (at least 1) q Add social sharing buttons q Include contact information in the footer q Remember the unsubscribe links

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Activity

Think about your next email. Identify the email’s goal. Write the email using: 1. Catchy headline (see handout) 2. Pre-header text 3. Body content 4. Call to action (see handout)

Methods to Achieve High Open Rates

Know your audience – Why did your lead register to get emails? – What challenges do they hope you’ll solve? – Know your buyer persona(s)

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What Else?

What are your goals – purchases, information

capture, education, referrals, invoices, etc.

Clear subject line
Use pre-headers
Keep content brief
Identify the call to action

By focusing on one call to action, you’ll direct all traffic and reader attention to your desired outcome.

Frequency

Tuesday #1 day

– Then Thursday followed by Wednesday

10 a.m. – 11 a.m.

– 8 p.m. – midnight followed by 2 p.m. and 6 a.m.

Research industry times
Send emails to subscribers at different times and

compare open rates

Be consistent once the time is established
Target specific emails

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CAN-SPAM

1. Avoid using false or misleading header information 2. Don’t use deceptive subject lines 3. Identify the message as an ad 4. Tell recipients where you’re located 5. Provide opt-out language 6. Honor opt-out requests 7. Monitor what others are doing on your behalf

URL Builder Tools

When sending emails that point to content on your website, use a unique tracking URL for that specific item using a URL Builder. https://ga-dev-tools.appspot.com/campaign-url-builder/ Example Original Blog URL: http://penheel.com/2016/how-to-target-tweets-with-a-twitter-list/ Unique tracking URL: http://penheel.com/2016/how-to-target-tweets-with-a-twitter- list/?utm_source=Blog&utm_medium=Email&utm_campaign=Twit ter-List

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Segmentation

List segmentation—the practice of dividing your email list into groups based on characteristics like interests and demographics.

What to segment on?

Gender
Geography
Industry
Job title
Ask people
Interest
Age
Past buying trends
Free vs. Paid users
When they last clicked
How often they buy
What device they use

to buy from (mobile, desktop, tablet)

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When to Segment

Almost always! There are very few cases when you'll want to send out a mass email to all of your customers—maybe to:

announce an acquisition
a site-wide sale, or
a change that affects all of your users.

How to Segment

1. Define data points

– What info are we already collecting? – What info can we start collecting? – What data do we need to ask for?

2. Create buyer personas in your email tool

– What demographic info do you know? – What are the pain points for this customer? – What do they want to accomplish? – What does a day in their life look like?

3. Choose your segments 4. Create content for each segment 5. Measure, adjust, repeat

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Measurement

Sales

– How much. How often. By whom.

Click-thru rates

– Vary by industry - view the chart from Smart Insights**

Opens

– On average, how many emails are opened by day, by person, by topic

Unsubscribes

– How many people left the list and why

Traffic

– How much website traffic was generated from the email (tracking!)

Deliverability

– What is the most effective platform for delivery

Download These!

ffers.hubspot.com/free-guide-

to-optimizing-email-marketing- for-conversions http://www.aweber.com/grow- your-business.htm http://www.pardot.com/whitepap ers/email-template-handbook/

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Best Poker Hands

Who is Penheel Marketing?

Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits.

http://Penheel.com/Score-Email-Workshop

Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Email Send personalized, segmented Emails based on any information in your contact database. Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Lead Management Track leads with a complete timeline-view of their interactions with your firm. Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement.