DIY Email Marketing
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Thinking about starting email marketing? This presentation will explain: 1.) Why email marketing is effective 2.) Things you should consider before getting started 3.) Crafting and creating effective email messages 4.) Measuring your email marketing success.
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DIY Email Marketing
- 1. Katrina Kokoska DIY Email Marketing @kkokoska // kkokoska@schipul.com
- 3. • Why email marketing? • Getting started • Crafting and sending messages • Measurement and management What We’ll Cover @kkokoska
- 4. • It has proven value • Engaged audience • Easy to measure • Messages have long shelf life • ROI Why Email Marketing? @kkokoska
- 5. People Find it Valuable @kkokoska
- 6. You Have an Engaged Audience @kkokoska 40% of consumers enjoy receiving a substantial amount of marketing emails every week – Blue Kangaroo
- 8. Longer Shelf Life @kkokoska •23.6% of email opens occur within the first hour. •A Facebook brand post will get half of it’s reach in the first 30 minutes.
- 11. ROI Again
- 13. @kkokoska http://www.flickr.com/photos/29647247@N00/60963915/ Getting Started 1. Define objective 2. Choose your ESP 3. Build your list
- 14. • Who is/are your audience(s)? • What is a conversion for them? – Loyalty program – Referrals – Lead nurturing – Closing Why are you doing this? @kkokoska
- 15. • Fully managed • SaaS • In-House Choosing your ESP @kkokoska
- 16. • Price • Commitment • Templating features • Reporting • Reputation Choosing your SaaS Solution @kkokoska
- 18. List Building - Do’s and Don’ts
- 19. • Add checkbox to offline forms • Business cards • Event registrants • *Recent consumers DO: Build your list offline @kkokoska
- 20. • Website – Homepage – Sidebar – Contact Form – Check out – Event Registration • Facebook • Blog DO: Build your list online @kkokoska
- 21. DO: Segment your list @kkokoska Emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts. – Marketing Sherpa
- 22. DO: Tell them what they will receive @kkokoska
- 23. DO: Build trust immediately
- 24. DO: Continue growing your list @kkokoska
- 25. • Buy lists • Harvest email addresses or copy/paste • Precheck the box • Add folks to more lists than they agreed to • Send to folks you haven’t sent to in at least 2 years • Anything else that sounds shady DON’T! @kkokoska
- 26. Sender Score: Service from Return Path. Rates sender IP. Sender Reputation: Also calculated by email networks and ISPs Sender Score/Reputation @kkokoska
- 27. Controlling the Assault of Non- Solicited Pornography And Marketing CAN-SPAM Act of 2003 @kkokoska EACH separate violation of the CAN-SPAM Act is subject to penalties of up to $16,000
- 28. • Define objectives first • Use a SaaS solution • Build your list thoughtfully across offline/digital properties • Don’t be shady Takeaways: @kkokoska
- 29. Crafting and Creating Your Message 1.) List 2.) Subject Line 3.) Message 4.) Landing page 5.) Timing http://www.flickr.com/photos/24687645@N00/2826029311/
- 30. Do it first Be brief and explicit Not appropriate for the hard sell Sense of urgency? Avoid SPAM Terms Localization not personalization Use your company name Test Subject Lines @kkokoska
- 33. • Your CTA: – Above the fold? – All roads lead to CTA? – Short and powerful? – Redundant? • How’s your subject line holding up? • Can you “Share with a Friend?” • Have you integrated your other digital properties? The Email: Message @kkokoska
- 34. • How does it hold up across email clients? • How does it look across mobile platforms? • Can you view in browser and as plain text? The Email: Technical Considerations @kkokoska
- 35. @kkokoska
- 36. 1. Never go home 2. Focused value proposition 3. Clear request 4. One step conversion The Landing Page @kkokoska
- 39. Timing Considerations @kkokoska 1. Who is your audience? 2. What timezones are you sending to? 3. What is it you are asking them do?
- 40. @kkokoska
- 41. 1. Use an explicit subject line which you have tested 2. Be consistent with your branding 3. Have a clear CTA which links to a focused page 4. Schedule thoughtfully (earlier is better) 5. TEST TEST TEST Takeaways @kkokoska
- 43. • Bounce = Undeliverable email –Hard bounce –Soft bounce • Bounce Rate = # hard bounces/list size #1: Bounce Rate @kkokoska
- 45. • Unsubscribe – Opt out • Unsubscribe Rate = # of unsubscribes / list size #2: Unsubscribe Rate @kkokoska
- 46. @kkokoska
- 47. • Unique Open Rate – The # of people who open a message • Open Rate = # of opens / emails sent #3: Open Rate @kkokoska
- 48. @kkokoska
- 49. • Click Thru – Clicking a link in message • Click Thru Rate = # of unique clicks / # of links X recipients #4: Click Rates @kkokoska
- 50. @kkokoska
- 51. Conversion – Someone did the thing you wanted them to do. Conversion Rate = # of conversions / # of recipients #5: Conversion Rate @kkokoska
- 52. Are You Set Up for Tracking? Are your defined goals set up for tracking? Have you set up e-commerce?
- 53. @kkokoska Set up an Assisted Conversion
- 54. 1. Bounce/Unsubscribes – List health 2. Open/CTR – Content 3. Conversion – Overall performance 4. TEST Takeaways @kkokoska
- 55. Questions? Contact Me! Katrina Kokoska @kkokoska kkokoska@schipul.com
Notas del editor
- Digital marketing has become a huge puzzle with tons of pieces that, in a nutshell, are all supposed to work together to create happy customers and lots of money. So, put plainly, reason #1 to do email marketing is because it’s part of that puzzle, and if you want to have a fully integrated digital marketing approach, you need to do email marketing. See? I made a graphic. But, to do it effectively, you have to understand what made it a piece of this puzzle in the first place. Beyond that, it’s a fact of life that not all marketing budgets are large enough to effectively support all of these things, so it’s important to know what value email marketing has to offer, and at what cost, so that you can make an informed decision about whether or not you want to include it in your digital marketing plan.
- Simply put, everyone else is doing it. Of all of the areas in which companies are spending money on marketing, they are seeing value in email marketing, and they are making the decision to throw more money at it.
- Typically, if you are the recipient of an email marketing campaign, you, in some way shape or form have given someone your email address. Most commonly, you’ve checked, or at least not unchecked, a box on an online form giving your consent to receive email communication. You may have even indicated what content you specifically would like to receive. You may have also signed up for an event and left your email address, or filled out a form offline somewhere. Because folks are agreeing ahead of time to receive email communication, you already know they want to read what you have to send. Because it’s opt-in your message is likely to be well received. There is an argument that email marketing can be even better received than branded messages on social media. I think that’s because a call-to-action is easier to act on when you are getting things done, which you are typically doing when in email. Etc.
- You don’t get into many guessing games with email marketing. You know pretty much exactly how much your hard costs are and you can keep a modest margin for changes.We’ve all heard the famous saying “Half the money I spend on advertising is wasted, the trouble is, I don’t know which half.” You don’t really run into this much with email marketing. It really isn’t subject to many of the other factors that dilute traditional advertising metrics.One reason is that it’s opt in, so you are more likely to be sending your message to an interested party. Once they go through the trouble of actually opening the email, you’ve got their attention. Your impression has been made.So, at a high level, you send your message out, and they convert or they don’t. You know if it works.At an even more granular level, you can drill down to which part of the email failed. The address, the subject line, the message, the link. You can see where your folks fell off.
- Even though knowing that about ¼ of your opens will happen in the first hour feels like it’s not a good thing, and even knowing that most of your opens will happen in the first day feels bad, when you compare it against our friends in social media, email marketing really stands up. A Facebook post will reach half of its potential in the first 30 minutes, with a total shelf life of about 18 hours. Sharing drops rapidly after 10 minutes.An email has an average shelf life of 48 hours, but I would argue that they can stretch further. It is nothing for me to file an email away for later use, and I do it frequently. Not only that, for a big spend or for an event, I will reference an email several times, and even share it, before I follow through with my conversion.
- Also, when I think that it’s probably harder to ok.
- I think there are 2 main reasons for this. One is technology. If you look at search and mobile on the list, and you can go ahead and throw social media in there too, the technology around these things change pretty frequently. Google is changing its changing its algorithm all the time. And things that were once OK to do, as far as optimization, become bad, and you find yourself reoptimizing and rewriting your whole site. Keeping up with mobile technology is exhaustingEmail costs are pretty fixed and the players are pretty stable. As far as extra costs go, the only kind of unexpected thing that could happen is that you have to pay more because your list grew past a threshold. But that only means that your email marketing is very successful. As far as other costs go, templates, new lists and ways to implement signups may incur additional costs, but those can pretty much be foreseen. Additional costs may include:New templatesNew listsNew promotions
- Digital marketing has become a huge puzzle with tons of pieces that, in a nutshell, are all supposed to work together to create happy customers and lots of money. So, put plainly, reason #1 to do email marketing is because it’s part of that puzzle, and if you want to have a fully integrated digital marketing approach, you need to do email marketing. See? I made a graphic. But, to do it effectively, you have to understand what made it a piece of this puzzle in the first place. Beyond that, it’s a fact of life that not all marketing budgets are large enough to effectively support all of these things, so it’s important to know what value email marketing has to offer, and at what cost, so that you can make an informed decision about whether or not you want to include it in your digital marketing plan.
- So, to conclude the Why? Section, we’ve learned that:Businesses are finding value and putting more money back into email marketingEmail marketing is the kind of ROI, and we’ve got lots of studies and statistics to prove thatWe know that we are dealing with a more engaged audience because done right, you are reaching folks who want your communication, and we know this because it’s opt inThe measurement of email marketing success is easy to do, and identifying problems, room for improvement and testing solutions is clear and simpleLonger shelf lifeCostNow that we have all of this fantastic data about why email marketing is amazing, you need to know how to get started.
- Just like any other form of marketing, you will not have a successful newsletter program if you don’t define and understand what you are trying to accomplish. First, define your audience(s). Do you have more than one (this is important for list building too, and choosing your ESP)? Do you define and track conversions differently for each of these audiences? For example, it is common for companies to divide messaging based on which phase of the buying cycle a person is in. Have they bought, and you are trying to run a consumer retention/loyalty program? Are you trying to generate referrals, nurture a lead or close a deal?For organizations, It’s also common to segment lists based membership level, etc.Basically, before you start, you have to know what number you are going to be looking at in order to determine success.So, define the objective, and move forward with measurement in mind.
- Fully managed is great for folks who are feeling hands off and have very little email marketing experience. It gives you the least control since the vendor will handle content, look/feel and strategy. This option typically bills per email with a pay-as-you-go type of system.Saas is essentially a contract with a vendor which gives you access to all of their cool web tools. You get more control over look and feel by being able to customize or build your own template, as long as they meet system guidelines.In-house – you develop or buy the software and the hardware to support everything is actually on premise. You get the most control, but you have maintain all of that technology.For these purposes, I strongly recommend SaaS.
- Look at danzarrella thing againIf your esp doesn’t support subject line testing, you can extract 20% of your distro list, and send twice. You’ll know within an hour.Spam terms – exclamation points, free and all caps. Also Help, percent off and reminder. (according to Mail Chimp)50 character or less. The exception is for highly targeted audiences who appreciate more information.The email subject line isn’t necessarily an appropriate place for a call to action. That would be like asking for a goodnight kiss at the beginning of a date.
- In many instances, especially b2b, a conversion is just a contact form. This can’t always be the case, but it needs to be as few steps as possible.
- http://searchengineland.com/the-value-proposition-test-what-is-your-pages-caption-141970Brian Massey
- http://searchengineland.com/the-value-proposition-test-what-is-your-pages-caption-141970Brian Massey
- This is hard. We already know from the beginning of the presentation, that the first hour after the send is the most important. Well, this tells me that the timing of the actual send is hugely important, so when do I sent my email?Run through some statsDon’t forget timezoneTest
- http://searchengineland.com/the-value-proposition-test-what-is-your-pages-caption-141970Brian Massey
- Bounces are very important in understanding the health of your distribution lists.Bounces matter to you because-you pay for the names-they help us understand how fresh your list is.Hard bounce means that the email address is a goner. Likely a typo, a marriage happened, or someone changed jobs. It could be any number of things. Soft bounce just means that the for one reason or another, like a network blurp or a full mailbox, caused this email not to go through, but does not indicate a bad email address.What you want to do is get rid of your hard bounces. Remove them from your list. They will skew your metrics and cause you money.
- Just like anything else, standards vary across industry and affected by a number of factors. You’ll notice here, from the latest Mailer Mailer email marketing metric report, that we see variations in bounce rate across industries and email frequency. With the industries, we don’t super drastic differences, but some differences are to be expected due to the dynamics of each industry. However, we see a more pronounced difference when you look at how frequently a list is mailed to. This difference can just be chalked up to a cleaner list. The more you send, the more frequently you get data back on hard bounces.
- Folks who unsubscribe for your email have decided to opt out and no longer want to receive email communication from you.While unsubscribes are normal, and just will happen, as we mentioned before, unsubscribe rates do speak to the health of your overall campaign. Abnormally high unsubscribe rates indicate that something fishy is going on, that you need to look into.Of course, like all metrics, the normal rate here will differ across industries; however, if your unsubscribe rate stays at 2% or lower, you can rest assured that unsubscribes are happening at a normal rate. The one exception is when you are sending to a brand new list.
- You will see here that brand new subscribers have a higher inclination to opt out. It makes sense:-They may not have realized that they checked or didn’t uncheck a box-Or they may have received the first email and thought, this isn’t for me. -Or if they are me, their fiance signed them up for a newlsetterHowever, if you are seeing that your unsubscribe rate is consistently high, you may want to look at your overall strategy. It may be that you are not meeting your subscriber expectations. Go back. Did you tell them what you are going to send them? Is that what you are sending them? Are you evaluating successful campaigns and looking trying to replicate?Additionally, you can look to optimize your unsubscribe process so that you can have a better understanding of why folks are leaving your list. In the unsubscribe process, if your ESP has the option, you can ask people why they are leaving the list. You can also give them the option to sign up for less frequent communication from you.Whatever you do, don’t hide the unsubscribe link.
- Now we’re getting into the juicy stuff. The open rate is going to help you understand the strength of your subject lines and your timing.Here, we start to see how the email subject line and the time you chose to schedule the email are working to get you opens.
- So, we have two graphs here. One is from an ESP on open rates over time. What you’re looking at is the initial A/B testing of the subject line, then the opens over time. Most SaaS solutions should give you a report sort of like this, and you’ll notice that it’s true that the first hour is most important. But you should continue to pay close attention to this report as you move through more campaigns. Again, timing really does vary industry to industry. It’s important to try out different send times, and compare these report across campaigns to see which send time got you the most opens.While industry open rates vary widely, you’ll see that over the years, the general open rate for a single campaign tends to range between 10% and 13%.
- So now you’ve done a lot of work to make sure that you have a fresh list. You are closely monitoring your unsubscribe rates. You’ve A/B tested all your email subject lines and you have sent an email at just about every hour of the day to see which one gets you the best return. So now people are opening your emails. You feel confident that they are getting in there at the right time and at a rate that is good for you. Now once they are there, we want them to act.
- As far as averages go, the Mailer Mailer report found an interesting trend over the last couple of years in the second half of the year. They found the CTRs seemed to decline drastically. They suspect that this may have to do with late summer vacation distractions and end of year holiday distractions, but there is not telling for sure. I’ve also not seen evidence which suggests a significant decrease in ROI over these months, but it’s worth noting. That said, there is something you can do to increase you CTR, and it’s very simple. Just add more links. The second chart on the slide shows that emails with 21 or more links get almost a 5% CTR, which is nearly double the average. Now this is of course simple mathematics. The more links, the bigger the chance someone will click one. That said, these do not have to be 21 different links. Remember, redundancy in calls to action are fine. Each consumer is a little bit different, and you don’t know what might compel someone to make that click.But after you start measuring, if you find that you are not happy with your CTR, there a couple tings you can check or tweak:1.) Does your message match your subject line?2.) Is your call to action above the fold?3.) Do your links stand out?4.) Is it clear where the links will take you?
- Conversion tracking is probably harder to benchmark than anything other metric in email marketing. That’s because it really is the nature of the conversion that matters. Conversions come in all different sizes, and different conversion rates are appropriate based on how big it is. For example, we used to run PPC for some folks who defined conversions as a $5 download from their site. Their conversions were through the roof. Way higher than average, while we had another client who felt he had low conversion rates, but his conversion was a $60,000 contract. It’s just not apples and apples.There’s another cold truth about conversion tracking with email marketing: It’s actually both the most important and most difficult thing to do with your email campaigns. It’s also harder to benchmark more than anThe reason for this is that whatever you have decided is a conversion to you, more than likely does not happen in the actual email. This means that all the lovely reports in your ESP can’t help you here. So you have to get a little bit more sophisticated. While I am not able to stand up here and tell you exactly how to set up conversion tracking