Topics in Technology and Marketing Push Marketing: Email

Topics inTechnology and Marketing

Push Marketing: Email

Email marketing

Email is not digital direct mail 3 dimensions, not 2

Multi-media

SPAM button

Implications of emails tagged as SPAM Send enough poorly executed emails, and you are out of business

Email sales funnel

Subject line - where battle is won or lost

Directly linked to Open Rate If successful:

Higher Open Rate Higher Click-Through Rate

If unsuccessful: Lower Open Rate Email tagged as SPAM

4-6 words is optimal

Key to good subject lines: WIIFM Tips, tricks, lists, numbers, percentages

Email sales funnel

Content Less is more

Keep it simple

Pick a topic and stick to it

Be relevant

Be personal

ABC – Always Be Closing Minimum of 3 CTAs Top, middle, bottom Test different CTA copy for each link

Can't do that with DM

Nobody reads your emails

People don’t read emails, they scan them Headlines, subheads, bullets are essential

That’s all that will be read

It’s all about the “F” F-shaped reading pattern

http://www.imediaconnection.com/content/22383.asp

Anatomy of a Perfect Email

http://blog.hubspot.com

/blog/tabid/6307/bid/27211/The-Ultimate-Cheat-Sheet-for-Aw

esom

e-Marketing-Em

ails.aspx

13. Unsubscribe Link

12. Link to Privacy Policy

1. A Clear, Concise, and Attention-Grabbing Subject Line

2. A Real, Live, Human Sender3. Obvious Branding Elements4. Personalization

5. Offer Context - WIIFM

6. Obvious & Focused Call-to-Action (CTA)7. Explanation/Value of Offer - WIIFM

8. Social Sharing Buttons/Links

9. Product Image

10. Additional Product-Based Offer11. Social Media Follow Buttons/Links

Other Email Tidbits

http://www.imediaconnection.com/content/22387.asp

Nearly 30 percent of marketers duplicate their site navigation in email

Of those, 15 percent find it more effective than the main content in driving clicks

11 percent find their navigation converts better than the main content of their email

Other Email Tidbits

http://www.imediaconnection.com/content/22387.asp

Plan for the “preview pane” Emails should be between 550 and 700 pixels wide to ensure that the reader can clearly view it

Purpose and call-to-action apparent in the top 300 pixels - so that readers can see the email even if they don't open it

Timing is Everything

http://www.pure360emailmarketing.co.uk/email-marketing-solutions/email-marketing-resources-and-tools/email-marketing-resources-archive-insights/timings-infographic-full

The Email Authority

http://www.emailstatcenter.com/

4 delivery outcomes HTML with images

Pretty – just like a web page

HTML with no images CTA buttons disappear!

CTAs must be hyperlinked text

Text only No images

No hyperlinks

CTAs must have URLs that can be copied and pasted into browser

Mobile Emails must be tested for both Apple and Android

Know your audience

Email skews older

http://tomcuthbert.posterous.com/e-mails-big-demographic-split-via-nyt

Landing pages

The forgotten half of email marketing

CTAs must link to a dedicated LP Not to a Home Page

LP must: Relate to the offer

Offer additional in-depth sales content Videos, demos, calculators, testimonials

Provide even more CTAs

7 Pillars of Good Landing Pages

Clear CTAs

Benefit-focused content

Message consistent with ad

Trust elements e.g. privacy policy, testimonials, etc.

Simple and straight-forward

No distractions e.g. extraneous navigation options

Continual testing

http://www.mpdailyfix.com/7-ways-to-improve-your-landing-pages/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MarketingProfsDailyFix+%28Marketing+Profs+Daily+Fix%29

Anatomy of a perfect landing page

http://www.formstack.com/the-anatomy-of-a-perfect-landing-page

Different Colors for Different Sites

Questions?