Email Marketing Rocks Lets find out why Thank you to our supporters - - PowerPoint PPT Presentation

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Email Marketing Rocks Lets find out why Thank you to our supporters - - PowerPoint PPT Presentation

Jan 22, 2023 416 likes •1.09k views

Email Marketing Rocks Lets find out why Thank you to our supporters Webinar reminders You can hear us, we cannot hear you! Cant hear? Try turning up your volume Call in by phone or use your computer headphones Have a

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Email Marketing Rocks

Let’s find out why

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Thank you to our supporters

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Webinar reminders

You can hear us, we cannot hear you! Can’t hear?

  • Try turning up your volume
  • Call in by phone or use your computer headphones

Have a question?

  • Use the chat box, any time. Will have time at the end and after the

webinar. Downloads

  • Slide Presentation, other materials and webinar recording will be

available on Ontario Presents site in one week

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We are so glad you are here!

  • First of webinars for digital marketing for arts

presenters

  • Sign up for the next three on the Ontario

Presents website

  • Ask me any questions anytime via email at

jfossitt@cityofkingston.ca or on Twitter or Instagram @juliefossitt

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Welcome to our special guest

  • Jennifer Covert, Marketing Officer at the

National Arts Centre, Ottawa

  • 17 years experience in Arts Marketing
  • 8 years as eMarketing Officer
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Email marketing rocks

  • Why?

– Cost-effective – Direct – Agile

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Agenda

  • Building your email database
  • CASL basics
  • Communication strategies
  • Template design best practices (including

mobile)

  • Metrics and Analytics
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EMAIL IS SO EARLY 2000’S

But it still rocks

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People love email and think it will last

Slide courtesy Barber & Hewitt

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Even Millennials

Slide courtesy Barber & Hewitt

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Slide courtesy Barber & Hewitt

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Slide courtesy Barber & Hewitt

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Poll question #1

  • What delivers the highest return on

investment for marketers?

  • A) Social media
  • B) Video
  • C) Email
  • D) TV and Radio advertising
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Slide courtesy Barber & Hewitt

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Slide courtesy Barber & Hewitt

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People love email, it works, so let’s do it really, really well

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BUILD YOUR DATABASE

If you build it they will click

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ABB (Always Be Building)

  • Unsubscribes
  • Hard bounces
  • Invalid emails

– Leads to email list churn

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Get express consent where your patrons are:

  • On-site at your organization
  • On your website
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Email sign-up on-site

  • Box Office/Donation/Membership transaction
  • Computers or iPads in lobby
  • Volunteers with sign-up sheets
  • Clip boards on tables
  • Ballots for contesting
  • Community events

– Must have patron actively opt in

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Website: pop-up, 1 click in

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Website: prominence

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Website: Make it easy

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Incentive: Discount

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Incentive: Contest

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List retention

  • Don’t spam
  • Offer value

– Presales – Discounts – Breaking news

  • Email send-out calendar
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CASL

No SPAM, thank you

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What is CASL?

  • Designed to stop spam
  • Requires organizations to be responsible email

marketers

  • For all emails that encourage commercial

activity (buying tickets, fundraisers, donations etc.)

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Consent

  • Organizations must have

– Express consent AND have a record of that consent – Implied consent, if you have a business relationship with the patron (bought tickets, made a donation, volunteered)

  • This expires after 2 years
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Opt-in

  • Can’t have a pre-checked box that requires the

patron un-check it to be opted out of the email

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Unsubscribe method

  • This must

– be contained within every email you send – come at no cost to the patron – take effect 10 days after patron requested unsubscribe – inform patrons that they will be able to unsubscribe at any time

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Mailing Address

  • Must be at the bottom of every email you

send out

  • Must be on your website as well
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TALK TO ME

Don’t always sell to me

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Communication Strategies

  • Build relationship with patron

– Feedback loop

  • Direct sales

– Segmentation

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Pre-show emails

  • Help patron prepare for upcoming event

– Info about venue

  • Parking
  • Restaurants
  • Coat check

– Info about show

  • Program notes
  • Featured performers
  • Letter from Artistic Director

Know Before You Go Open Rate: 61%-85% Click-through Rate: 2-22%

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personalize where possible!

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Post-show emails

  • Get feedback on their experience

– Link to quick survey – Send email or Facebook post – Important to interact with patron (respond to feedback emails)

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Thank you email: Open rate 40%-72% Click-through rate 3-9% Feedback email and Facebook posts: over 100 this year

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Donation thank you email: the next day

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EMAIL DESIGN: SIMPLE AND MOBILE-FRIENDLY

Help! Too much to click on!

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Direct Sales

  • The more targeted the better

– Even if the list is smaller – Email will perform better (open rate, click-through rate)

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What do you want someone to do?

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help!

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Make it personal

  • Personalize
  • Know their language preference

– Your metrics will improve

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MOBILE

All about that thumb!

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Poll

In the last 3 months of 2014, what percentage of emails were opened on a smartphone or tablet? A) 43% B) 55% C) 60% D) 67%

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67% of emails opened on smartphone or tablet

Slide courtesy Barber & Hewitt

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Slide courtesy Barber & Hewitt

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Slide courtesy Barber & Hewitt

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“one eyeball, one thumb, and arm’s-length.”

  • on a small screen: easily readable with one

eye

  • links and calls-to-action: usable with one

thumb

  • text or visual cues: large enough so that all of

the above can be done comfortably at arm’s length.

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Top Mobile Design Concepts

  • 1. Design with fingers in mind
  • 2. Keep the Calls to Action easily tappable
  • 3. Don’t crowd links together, use buttons
  • 4. Provide linked phone numbers
  • 5. Shorter emails are easier to skim
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Easy to tap buttons

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Clear image tells the story CTA buried

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TEST, MEASURE, REFINE

Do it!

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What are you measuring?

  • Per email:

– Open rate – Click-through rate – Unsubscribe rate – Conversion rate

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What are you measuring?

  • Overall list health:

– Overall churn rate – High number of bounces

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What are you measuring?

  • What drives traffic to your website?

– Google analytics insights – Analytics within your email tool

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Use your insights

  • If the stats tell you something doesn’t work,

change it

  • Create your own benchmarks
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In conclusion

  • 1. Email rocks – if you aren’t marketing your

product through email, start today!

  • 2. Be persistent – collect emails any way

necessary!

  • 3. Phone-friendly – make sure your emails are

built with mobile responsive templates

  • 4. CASL – make sure you are compliant with

the law

  • 5. Measure – if it’s not working, stop doing it
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Question time!

Please type your questions into the chat box

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Resources

  • CASL: http://fightspam.gc.ca
  • Email design: https://reallygoodemails.com
  • Email Marketing:

https://mailchimp.com/resources

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Join us for the rest of our webinars:

  • April 19 – Facebook with guest Jordy Yack
  • May 10 – Content marketing with guest

Patrick Bisson

  • May 19 – Creating marketing plans with guest

Karen Scott-Gagne

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Thank you!

Please contact me with any questions via email at jfossitt@cityofkingston.ca or on Twitter or Instagram @juliefossitt. @jcovert on Twitter or Instagram You have been a great audience!