Email marketing is proven to be one of the highest returns on investment a business owner or marketer can make today. On average, for every dollar invested in email marketing, the return is over $44. However, there are differences between sending an email and sending a great email! This SlideShare presentation covers: - Subject line strategies that will get your email read - 15 checkpoints to look for before you hit "Send" - Ways to grow your email list - The importance of your email copy and email design - The characteristics of a successful email marketing campaign

1. Email Marketing
From Inbox to In-Store Sales

2. From Inbox to In-Store Sales < Webinar Outline
Click to edit Master title stylePresentation Outline
 The evolution of email
 Different types of email marketing
 Making your emails mobile-friendly
 The 5 P’s effective body copy
 Understanding analytics
 Drive in-store sales
Enter your email address into the chat box if you would like a
free checklist of things you should check for before hitting “Send”

3. The Evolution of Email

4. From Inbox to In-Store Sales < The Evolution of Email
A Brief History
A recent KcKinsey survey shows that email is the
most effective and easiest form of marketing
1971
•First email sent by computer engineer Ray Tomlinson when his company was
hired by the U.S. Defense Dept. to build the first Internet
1978
•Gary Thuerk (the father of spam), sends out the first unsolicited mass email
1997
•Microsoft purchases Hotmail for approximately $400 million
2003
•Email marketing regulation begins with the CAN-SPAM law
2014
•There are 1.9 billion email users worldwide

5. From Inbox to In-Store Sales < The Evolution of Email
Statistics
 95% of online shoppers use email
 60% of marketers say that email produces ROI for their
business
 For every $1 spent on email marketing, $44.25 is returned

6. From Inbox to In-Store Sales < The Evolution of Email
Statistics
 58% of American adults have a smartphone
 65% of all email is opened first on a mobile device
 74% of smartphone-related purchases were
completed in-store

7. From Inbox to In-Store Sales < The Evolution of Email
The Great Email Debate
Cost-Effective
Many email programs provide subscribers with
free design templates
Time-Sensitive
You can send your emails and they will be in
your customers’ inboxes within minutes
Analytics + Insights
Email marketing software allows you to easily
track which emails were received and opened
Junk Mail
With email, you run the risk of being
lumped into the spam category
78% of emails are spam (which equals
94 million messages every day)
Erosion of Your Customer Base
It is possible to annoy your customers
and lose your base
PROS CONS

8. Different Types of Email Marketing

9. From Inbox to In-Store Sales < Different Types of Email Marketing
Informative
Newsletters are a way of keeping customers
informed on news and happenings in your store
Promotional emails are used to alert customers to
upcoming sales and specials
Catalog emails highlight a specific product or service
(the body of the email should focus on one item)

10. From Inbox to In-Store Sales < Different Types of Email Marketing
Helpful
Invitation emails invite your customers to special
event (send in the days/weeks leading up to the event)
Survey emails provide you with insights into the
needs, wants and habits of your customers
Transactional emails are sent after a purchase is
made to confirm the transaction and say “thank you
for your business”

11. From Inbox to In-Store Sales < Different Types of Email Marketing
Nurturing Prospective Customers
 Should be designed to keep your business top-of-mind
 Send lead nurturing emails out on a regular basis, or until
the customer converts to a paying one

12. The 5 P’s of Effective Body Copy

13. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy
1. Promise
 Think of something your customer wants and
promise it to them
 Your readers should be excited to receive
your email
 Have a clear call-to-action
 Keep your promise

14. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy
2. Personalize
 Your email should always be relevant
 Include dynamic fields, adjust delivery and
change messaging based on your audience to
increase click-throughs
 Let the personality of your business shine
through, too!

15. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy
3. Picture
 Create a vivid mental image for your readers
 Can be done with specific details, examples or
images
 Use a clean layout so your image is front and
center
 Keep your body copy simple and short (write for
“scannability”)

16. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy
4. Proof
 Explain how your
product/service works
 Describe results (case studies,
before/after and stats)
 Include links to your website
and social media profiles to
build credibility

17. From Inbox to In-Store Sales < The 5 P’s of Effective Body Copy
5. Push
 Ask for the sale
 Provide specific steps for the
reader to take
 Including a clear call-to-action
is critical

18. Understanding Analytics

19. From Inbox to In-Store Sales < Understanding Analytics
Data Points You Should Track
LIST GROWTH
How fast your list is growing
 Natural churn rate is 25%
 Should always be collecting email addresses
DELIVERED
Emails that reached destination ÷ total emails sent
 Average: 96%
 Make sure your list is healthy

20. From Inbox to In-Store Sales < Understanding Analytics
Data Points You Should Track
HARD BOUNCE
Messages that are permanently rejected (invalid email)
SOFT BOUNCE
Messages that are temporarily rejected (i.e.: out of office)
 Top performers are < 2.0%
 Check for typos
 Monitor by domain
 Hard bounces should be automatically removed

21. From Inbox to In-Store Sales < Understanding Analytics
Data Points You Should Track
OPENS
The number of people who viewed your email
 Top performers are in the 16-20% range
 A well-focused and targeted list will have a better open rate
 Include a From name so recipients recognize the sender
 Create an effective subject line (will be by trial and error)
CLICK-THROUGH RATE
When a subscriber clicks on a link, button or image
 Top performers are in the 5.1 – 10% range
 Have a clear call-to-action and include multiple links
 Create scarcity or sense of urgency

22. From Inbox to In-Store Sales < Understanding Analytics
Data Points You Should Track
UNSUBSCRIBE
The number of subscribers
who opt-out
 Top performers are < 0.10%
 Always include a link in your
footer
MARKED-AS-SPAM
Subscribers who reported
your email as spam
 Ideal: zero

23. From Inbox to In-Store Sales < Understanding Analytics
Data Points You Should Track
CONVERSION RATE
Tied to specific actions (such as sign-up
or purchase)
 May need to integrate systems to monitor
FORWARD/SHARE RATE
Subscribers who forwarded your email to
a friend or shared it on social media
 Strong indicator of the quality of your
content
 Important to build these links in so
subscribers can easily share

24. From Inbox to In-Store Sales < Understanding Analytics
Easy Ways to Improve Your Data
 Regularly clean your email list
 Improve the content of your email
 Enhance the body copy
 Change the design

25. From Inbox to In-Store Sales < Understanding Analytics
 Data should dictate your strategy and using real-time metrics
will help you be more precise
 By using real-time metrics, you can tweak the campaign as it
is in progress
 Quickly identify potential delivery problems or performance
issues – and fix the problem fast!
Real-Time Metrics

26. From Inbox to In-Store Sales < Understanding Analytics
Mobile Metrics
 Ensure your emails are platform-agnostic
 Don’t forget about desktop and webmail clients (even for
mobile readers)
 Experts predict mobile will only continue to grow

27. Drive In-Store Sales

28. From Inbox to In-Store Sales < Drive In-Store Sales
Send Personalized Emails
 Makes each subscriber feel
special and keeps your content
fresh and useful
 Use dynamic tags (first name,
industry, etc.)
 If you use a CRM system, you
can include behavior/activity
(i.e.: make recommendations
based on past purchases)

29. From Inbox to In-Store Sales < Drive In-Store Sales
Business Branding
Display your logo prominently so that customers know
immediately who the message is coming from
Logo is the first thing
you seen when you
open the email

30. From Inbox to In-Store Sales < Drive In-Store Sales
Announce Sales Online
Should Have a Clear Expiration Date

31. From Inbox to In-Store Sales < Drive In-Store Sales
Empower Your Subscribers
Make It Easy for Them to Take Action
 Link to your website and social pages
 Include your local phone number (with
local area code – no 800 numbers)
 Provide your business’s address

32. From Inbox to In-Store Sales < Drive In-Store Sales
Simple Social Sharing
Make it easy for your customers to
connect with you social media
Social media buttons
are placed in the header

33. From Inbox to In-Store Sales < Drive In-Store Sales
Perfect Your Subject Lines
GOAL: avoid the spam filter
and be opened by customer
 Make it local
 Be concise
 Create a sense of urgency
 Keep it short
 Try different times/days
WORDS TO AVOID
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Reminder

34. From Inbox to In-Store Sales < Drive In-Store Sales
Host an Online Contest
 Contests are popular online and often go viral on social media
 Announce the winner online, but have an in-store prize
 Those who didn’t win may be curious enough to visit your store

35. From Inbox to In-Store Sales < Drive In-Store Sales
Printable + Mobile Coupons
That Must Be Redeemed In-Store

36. From Inbox to In-Store Sales < Drive In-Store Sales
Write for Scannability
 1 idea per paragraph
 Emphasize key offers and
messages in bold, italics or
underline
 Use bulleted lists
 Images can help you call
attention to important details

37. From Inbox to In-Store Sales < Drive In-Store Sales
Use a Proven Email Layout
That is Mobile-Friendly (of course!)

38. From Inbox to In-Store Sales < Drive In-Store Sales
Grow Your Email List
 Collect email addresses at your
register
 Create a loyalty program where
customers provide you with their
email for perks, specials and
invitations
 Add an email sign-up call-to-action
as a custom tab on your
Facebook page

39. From Inbox to In-Store Sales < Drive In-Store Sales
Grow Your Email List
 Use your Google+ account to
promote email signups for offers
 Below the signature line on credit
card receipts, include a line for
your customers to write in their
email address
 Include a newsletter sign up link in
the bottom of your emails

40. Additional Resources

41. Synch Your Email Campaigns with
Local Online Marketing
 Email
 Search
 Social
 Mobile
 Advertising
 Website
 PR
 Lead Gen
Learn more about our simple,
effective and affordable solutions
Ph: (646) 545-3400 or gethelp@localvox.com

42. From Inbox to In-Store Sales < Additional Resources
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43. From Inbox to In-Store Sales < Additional Resources
Top 4 SEO Tools, #1 Local SEO Tool
How local business owners can take on Amazon
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44. From Inbox to In-Store Sales < Additional Resources
More Local Marketing Resources
eBooks
DOWNLOAD
localvox.com/resources
Blog
SUBSCRIBE
localvox.com/blog

45. Questions?
Enter your email address into the chat box if you would like a
free checklist of things you should check for before hitting “Send”