The Anatomy of a Successful Email Marketing Campaign
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Learn why email marketing is so effective, the keys to successful email marketing campaigns and five misconceptions of email marketing. Follow me @nteplow and reach out with any questions (contact info on last slide).
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The Anatomy of a Successful Email Marketing Campaign
- 1. The Anatomy of a Successful Email Marketing Campaign Nathan Teplow And How it Fits Into Your Overall Marketing Strategy
- 2. Today’s Agenda Why Email Marketing Keys to Effective Campaigns Group Workshop Group Discussion 5 Misconceptions About Email Marketing Questions
- 4. Why Email Marketing? Hyper-targeted Personalized Measurable Quick results Reach contacts on-the-go Triggerable
- 5. Statistics 73% of marketers agree email marketing is core to their business 20% of marketers say that their primary revenue source is directly linked to email operations 69.7% of US Internet users prefer to communicate with businesses using email
- 6. Keys to Successful Campaign
- 7. Keys to Successful Email Campaigns Operational Content
- 8. Operational Keys Effective segmentation Responsive template design
- 9. 72% of all US adults send or receive personal emails via their smartphone at least weekly
- 10. Operational Keys Effective segmentation Responsive template design No colored background Avoid spam triggers “Free”, “Deal”, “Offer”, shortened links Establish tracking metrics before
- 11. Content Keys Always deliver value Be authentic Test, test & test Short subject lines Get to the point
- 12. Workshop
- 13. Anatomy of an Effective Email Campaign 1. Define goals and metrics 2. Determine your segments 3. Map out your email touches 4. Draft your emails 5. Setup & test 6. Track, report & re-visit
- 14. Workshop Instructions Design an email program to help solve the problem you’ve been assigned. The program should consist of an overview of your strategy, example email (with content, subject line, sender name), segmentation strategy, tracking mechanisms and any other info that you feel is important. Think about what other touch points or marketing strategies you may be able to complement your campaign 30 minutes to design program 10 minutes for each team to present
- 15. Group 1 – Customer Acquisition You’re on the marketing team for a company that sells marketing automation software. (Let’s call them Hubketoqua). You have a list of names and email addresses of 5,000 people who are subscribed to your blog. Design an email program over the course of 3 months to convert these contacts to leads, MQLs and eventually customers.
- 16. Group 2 – Upsell Campaign You’re on the marketing team for a company that sells marketing automation software. (Let’s call them MarkeloSpot). You realize that only 20% of your customers are using the premium level of your software, which gives them increased reporting capabilities and more advanced automation, but costs an extra $1,000 per month. Design an email program over the course of 3 months to help drive a greater adoption of this premium level.
- 17. Group 3 – Customer Success You’re on the marketing team for a company that sells marketing automation software. (Let’s call them EloHubketo). You have a brand new interface for building workflows that is being launched to all customers in 3 months. This update also requires your customers to go back and edit some of their previous workflows. Design an email campaign leading up to the go-live date that ensures all customers know of this change, are prepared to use the new interface to continue building workflows and that they make all necessary changes to affected workflows.
- 18. 5 Misconceptions About Email Marketing
- 19. Misconception #1 More Opens = More Clicks
- 20. Opens: 460 (27.1%) Clicks: 64 (3.8%) Clicks/open: 13.9% Opens: 412 (24.3%) Clicks: 80 (4.7%) Clicks/open: 19.4%
- 21. Misconception #2 Need pretty images
- 25. Misconception #3 Need to use marketing-speak
- 26. Misconception #4 Avoid unsubscribes at all costs
- 27. Misconception #5 You need to do a newsletter
- 28. Questions & Thank You! Nathan Teplow nteplow@gmail.com 617-872-3348 @nteplow
Notas del editor
- Quick intro on what I do – partner marketing, building campaigns to drive revenue I’m part of a big marketing team now, but do have startup experience
- A lot of people think that email marketing has become too saturated, that’s true to a degree, but it’s still incredibly effective.
- You never know what’s going to work well for you and your audience until you test Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to” In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
- You never know what’s going to work well for you and your audience until you test Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to” In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
- You never know what’s going to work well for you and your audience until you test Emails become habits for users – there are some emails I consistently skip over because I know I can, and there’s some that I make a point to read every time I get them. Always ask yourself “does this email create value with the people I’m sending it to” In terms of creating value, one way to do that is segmentation. There are a million ways to segment, make sure to that the email you’re sending creates value to those your segment.
- Quick intro on what I do – partner marketing, building campaigns to drive revenue I’m part of a big marketing team now, but do have startup experience