Email Marketing: The Agency Newsletter and Beyond

Email MarketingThe Agency Newsletter and Beyond

Becky Schroeder | @beckylschroederVice President of Marketing

Who is Doing Email Marketing?

Who is Doing Email Marketing?

Everyone

Who is Doing Email Marketing?

77% of consumers prefer email for marketing communications.

~ ExactTarget

Why Email Marketing

Email Marketing Can

• Build credibility

• Strengthen your relationships

• Increase website traffic

• Promote your agency

• Generate leads

With Email Marketing

The #1 mistake you can make in marketing is to assume people are rational.

~ Seth Godin

Building Your Email List

• DON’T use a purchased list

Building Your Email List

• DO build your own list• Customers

• Quote forms

• Lead magnets

• Events

Email has an ability many channels don’t: creating valuable, personal touches – at scale.

~ David Newman

Email Opportunities

• Two main audiences• Customers

• Prospects

Email Opportunities: Customers

• Welcome email

• Renewal reminders

• Cross selling

• Lost clients

Email Opportunities: Prospects

• Prospecting

• Follow up drips

• Lost prospects

Segmented email campaigns have been shown to get 14% more opens and 100% more clicks than non-segmented campaigns.

~ MailChimp, 2017

Segmentation

Segmentation

• Demographics

• Geography

• Lines of business

• Referral source

• Email engagement

“If you think good design is expensive, you should look at the cost of bad design.”

~ Ralf Speth

Design Tips

• Text-to-image ratio

80% text

20% image

Design Tips

• Don’t capture important

text in an image

Design Tips

• Strong calls to action (CTAs)• Be specific

• Only one per email

• Use color

• Use a button

• 150x150 pixels

Design Tips

• What amount of email is opened on a mobile device?a) 25%

b) 35%

c) 45%

d) 55%

Design Tips

• Mobile friendly• Single-column template

• 600 pixels wide or less

• Headline font: 30 px

• Body font: 16 px

• Small image files

Design Tips

• Dedicated landing page for EACH email

How to write a good email: 1) Write your email. 2) Delete most of it. 3) Send.

~ Dan Munz

Content Tips

• Single topic

• Simple

• Short

• Scannable

• Relevant

• WIIFM

• Value

Content Tips

• Subject lines• Simple

• Short

• No ALL CAPS

• Tell them what’s inside

• Start with action verb

• Ask a question

• Have fun

• DON’T use

noreply@myagency.com

Don’t Guess. Test.

• What color should your CTA button be?

• What’s the best subject line for your email?

• What CTA gets more clicks?

• Which design gets more engagement?

• Split test it!

That which is measured improves.

~ Karl Pearson

How Did Your Email Do?

• Open rate: # opens / (# sent - # bounced)

• Click-through rate (CTR): # clicks/(# sent - # bounced)

• Click-through-to-open rate (CTOR): # unique clicks / # unique opens

• Unsubscribe rate: # unsubscribes/(# sent - # bounced)

• Bounce rate: # bounced/# sent

• Conversion rate: # leads/# unique clicks on CTA

Email Marketing Resources

• Blog• Resources.GetITC.com/Marketing

• Videos• Resources.GetITC.com/Operation-Agency-Success

• Whitepapers• Resources.GetITC.com/Whitepapers

• Webinar• Resources.GetITC.com/Masters-of-Marketing

Questions?

Want the slides? They’re available at Slideshare.net/InsTechCorp.

Becky Schroeder | @beckylschroederVice President of Marketing