A high level look at 5 keys to begin building your email marketing program.

1. 5
KEYS
TO
EFFECTIVE EMAIL MARKETING

2. Jason Dalton
Head of Interactive Design
Pace
Content. Engagement. Results
We create multi-channel content programs that
deliver the right message to the right audience
on the right platform at the right time.
In other words ... we are a Content Agency.

3. Why Use Email Marketing?
Consumers who receive email
marketing spend
83%
more when shopping.
For every $1 spent,
$44.25 is the average
ROI for email marketing.
Experian
iContact
For most marketers, email
costs the least but makes the
most money.
Loren McDonald
VP of Industry Relations
SilverPop

4. Email Marketing vs Direct Mail
The Annual Response Rate report from the Direct
Marketing Association (DMA) Direct Mail is still the
number one method of marketing for response, but
email has the highest Return On Investment. The report
states that the average ROI for email marketing is
28.5% compared to Direct Mail, which is 7%.
Other Marketing
Channels
Email delivers
28.5% ROI
Direct Mail
Email

5. Digitally Connected
• Approx. 2 Billion Email Accounts Worldwide
• >50% of online consumers check email
multiple times a day.
• Generation Z

6. All the Time

7. 1. Have a Game Plan

8. Have a Game Plan
Outline a Strategy
• Define your audience
• Determine your message (the content)
• Outlining your goals
• Determining your frequency
• Creating a schedule
http://mailchimp.com/resources/guides/how-to-create-an-email-marketing-plan/html/

9. Have a Game Plan
Defining Audience
Once you know your audience you
can determine what to say to them.

10. Have a Game Plan
Determine Your Content
Once you know who you're talking to,
it's time to think about what you're
going to say to them.
Content Grab Bag:
• Upcoming Events
• New Products
• Product Related Tips
• Education
• News
• Employee Profiles

11. Have a Game Plan
Determine Your Sending
Frequency
• Monthly (at least)
• Bi-Monthly
• Weekly
Ultimately, you have to decide what
works best for you and your
customers.

12. Have a Game Plan
Setting Goals
What do you want to get
out of your email
marketing program?
•
•
•
•
Traffic to your website
Help promote sales
Increase traffic at events
Grow your list

13. Have a Game Plan
Make a Schedule
Whatever frequency you choose, set a
schedule for each email deployment.
Outline Newsletter
Content Due
Test Email
Deploy Email

14. 2. Build Your List

15. Build Your List
Be Honest
Only add subscribers if you have their
permission
•
•
•
•
•
Provide opt-in on your homepage
Social Media
QR Code
New member registration
Tie it to an incentive
Always emphasize the value of your content!

16. Build Your List
Make it Accessible

17. Build Your List
Make it Easy
What do I get, what personal data do
you want, and what will you do with
this data?
1
2
3

18. Build Your List
Welcome :)
1
2
3
4
5

19. Build Your List
Practice Good Hygiene
• “Scrub” your list regularly
• Remove bad domains
• Remove bounced emails
• Remove inactive emails

20. 3. Time to Get Creative

21. Time to Get Creative
Rule #1
Simple, yet pleasant design
Gone in 60 seconds
The average time an email reader skims
over an email is less than 51 seconds
Source: Nielsen Norman Group

22. Time to Get Creative
Don’t Over Complicate Design

23. Time to Get Creative
Rule #2
Effective & consistent branding
•
•
•
•
•
From Line
2 - 3 templates max
Company logo and branding
Consistent calls to action
Consistent tone and voice

24. Time to Get Creative
Rule #3
Focus on the content
90%
Subject Line
64%
Message (Content)
61%
Calls to Action
54%
Layout & Images
Day of the Week
48%
Time of Day
47%
Personalization
40%
From Line
31%
0
20
40
60
80
100
Source: MarketSherpa

25. Time to Get Creative
Reward Your Members

26. Time to Get Creative
Make Your Content Fun

27. Time to Get Creative
Do Not Pass Go Before
You Consider Mobile
88%
43%
of people check their email via
a mobile device daily
of commercial email is opened
on a mobile device
The number of commercial emails
opened on mobile devices is
expected to be higher than
desktop opens in 2014.
http://econsultancy.com/us/blog/9789-mobile-email-stats-infographic
Source: Litmus / EConsultancy

28. 4. Test & Adapt

29. Test & Adapt
Every Email Client Is
Created Different
Market Share
Source: Litmus

30. Test & Adapt
Does It Look Beautiful?
Litmus.com
Litmus tests and tracks your
email campaigns, so you can
always put your best design
forward.
• Previews, including Mobile
• Subject line testing
• SPAM Testing
• Analytics
• Plays well with others
• Share results
Source: Litmus

31. Test & Adapt
Measure Successes
& Failures
Not understanding the value of your
marketing is wasted time and money.
What should you measure?
• Bounce Rate
• Delivery Rate
• List Growth Rate
• Revenue Per Email Sent
• Conversion Rate
• Email Sharing/Forwarding Rate

32. Test & Adapt
ROI
Earned – Spent / Spent = ROI expressed as a percentage

33. 5. Press Send

34. Press Send
Your Inbox Is Not Made
For Email Marketing
Your standard email account will
undermine vs. aid your email marketing
efforts.

35. Press Send
Find a Distribution Partner
There are Web-based email marketing
services that are inexpensive and designed
to make email marketing simple for the
non-technical user.
1. List Hosting and Management
2. Follow the Rules
3. Email Address Reputation
4. Templates
5. Analytics

36. 1. Have a Game Plan
define your strategy
2. Build Your List
get permission
3. Time to Get Creative
simply, fun, relevant
4. Test & Adapt
know the results
5. Press Send
find a partner