Email Marketing 101 01 GETTING STARTED WITH EMAIL MARKETING What - - PowerPoint PPT Presentation

Empower 2020

Email Marketing 101

GETTING STARTED WITH EMAIL MARKETING Vivant Ideas | 2020 01

What to Expect

PRESENTATION FLOW

Introduction But, Why Email? The Best Platform for You Keeping it Legal Bring On the Lists Creating Solid and Engaging Content Activity Q&A Sesh

Vivant Ideas | 2020 02

Hey Y'all!

“Everybody wants to shine a little bit.”

• PHYLLIS SMITH, THE OFFICE

A little about me...

03 Vivant Ideas | 2020

04

But, why EMAIL?!

80% of business professionals believe that email marketing increases customer retention (Emarsys, 2018) 59% of marketers say email is their biggest source of ROI (Emma, 2018) 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention (Oberlo) Average expected ROI is $42 for every $1 you spend on email marketing (Oberlo) 49% of consumers would like to receive promotional emails from their favorite brands (Oberlo) More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands (Campaign Monitor, 2017)

A TOP CHOICE FOR SMALL BUSINESSES THAT NEED TO LEVEL UP THEIR DIGITAL MARKETING STRATEGY

Choosing a Platform

EMAIL MARKETING 101

05 Vivant Ideas | 2020

Why MailChimp?

Affordable - Standard Plan $14.99 Easy to learn and use - extensive help features and useful blog topics Thorough Reporting - Important for measuring success and testing Fantastic template editor - clean interface, simple, but powerful editing

06

THE BEST CHOICE FOR SMALL BUSINESSES THAT ARE NEW TO EMAIL MARKETING

Vivant Ideas | 2020

Bonus - Chimps are adorable!

( t h e F R E E p l a n i s a g r e a t s t a r t i n g p

• i

n t ! )

07

Keeping it Legal

ALL ABOUT THE CAN-SPAM ACT

The CAN-SPAM Act establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

Email Do's

www.ftc.gov/tips-advice/business- center/guidance/can-spam-act- compliance-guide-business

Email Dont's

Read more about FTC Guidelines here:

08

Start with Facebook

Add the link to your website and blog as a pop-up

09

Building Your Audience

SUBSCRIBER STRATEGY

ALWAYS GO ORGANIC FIRST!

VIvant Ideas | 2020

In-Person Events

VIvant Ideas | 2020 10

Building Your Audience

SUBSCRIBER STRATEGY

Build a landing page with sign up form within your email marketing platform

Generate a link to a landing page with a sign up form

Generate leads Collect prospect demographics Data can be tracked, helping you to understand how engaged your prospects are - where are they in your sales cycle No distractions - get right to the point Ability to test and optimize

11

Creating a Solid Email Marketing Campaign

TRIED AND TRUE STRATEGY

Develop a SMART Goal Specific - Write down your goals and number them in order of importance. Measurable - This is where your metrics come in. Can this goal be measured by looking at email metrics after the email is sent. Attainable - Is this goal possible over a set amount of time and with the resources at hand? Reason - Why is this goal important? Why does it matter? Time - Have a deadline for when you will sit down and determine if your strategy was successful.

Vivant Ideas | 2020

12

Creating a Solid Email Marketing Campaign

TRIED AND TRUE STRATEGY

talk specifically to THAT person segment your list, if necessary subject lines within content with info other than their name (business name, info pulled from landing page data, etc.) with imagery Define Your Audience - Who is the ideal customer? Personalize Your Email With artificial intelligence and machine-learning, the opportunities to personalize are growing exponentially!

Vivant Ideas | 2020

13

Creating a Solid Email Marketing Campaign

GREAT SUBJECT LINES ARE:

Personalized Clear and concise Not misleading or vague 6-8 words long Avoid spam trigger words damngoodwriters.com/spam-trigger-words Always A/B Test - In a nutshell, A/B testing allows you to send the same email with two different subject lines to your list so you can measure which subject lines perform better. 1. 2. 3. 4. 5. a. 6.

Vivant Ideas | 2020

14

Creating a Solid Email Marketing Campaign

TRIED AND TRUE STRATEGY

plain text email or html recent studies have shown that plain text emails perform better than html because they appear more personalized and are more likely to avoid being filtered into spam and promo folders HOWEVER, plain text email is not always the best option for every company or every email Dive into some testing and find out what works best for you and your business. Take a look at your metrics after sending both and see what historically performs better Make the decision between:

Vivant Ideas | 2020

15

Creating a Solid Email Marketing Campaign

TRIED AND TRUE STRATEGY

content can be repurposed across platforms embed a YouTube video or take a screenshot and provide a link take an awesome blog post you've created and share a snippet with a link to your blog drive subscribers to your social media by: asking for Facebook reviews including follow buttons on newsletters feature a new product with a link to shop or visit a services page

• n your website

implement a regular newsletter that features what your company has been up to recently Develop Your Content

Vivant Ideas | 2020

16

Creating a Solid Email Marketing Campaign

TRIED AND TRUE STRATEGY

But not just all willy-nilly... DO YOUR RESEARCH look into optimized send times for your industry knowledgebase.constantcontact.com mailchimp.com/resources After you've gotten everything down on paper, build your email and send it!

Vivant Ideas | 2020

Activity Time

EMAIL MAD LIBS

17

Pass to your left

WRITE DOWN YOUR SMART GOAL

Pass to your left

WRITE DOWN A TARGET AUDIENCE

Pass to your left

WRITE DOWN MAIN IDEA OF CONTENT

Vivant Ideas | 2020

Pass back to the original SMART Goal creator

LOOK UP THE OPTIMAL INDUSTRY SEND TIME

Pass to your left

WRITE DOWN A SUBJECT LINE

Q&A

Vivant Ideas | 2020

Kelsie McGilvray

18