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E M A I L M A R K E T I N G
FORTY TO ONE
Permission Based Email Marketing How can we use emails?
Internal NotificationsInformative NewslettersPromotions & Advertisements
Promotions & Advertisements Your Customers Expect These Emails
Return on Investment
$42
$22$10
Internet Marketing Mobile MarketingEmail Marketing
$82.2 Billion
2012
2016
$67.8 Billion
$14.4 Billion
Email Marketing’s projected revenue growth:
Newsletters & Informative EmailsBranding can go a long way
How do your fans, clients, members, and followers find you?
Building A List Of Subscribers
Lists
New Subscriber
New Subscriber
New Subscriber
New Subscriber
New Subscriber
SIGN ME UP
Building A List Of Subscribers
Signup FormsEasy List AppPen & PaperBusiness Cards at Expos
List Types
Opt-In Lists
Double Opt-In Lists
Segmenting A List Of Subscribers
Age Geographic Location Signup Form Location
Main List
Gender
WHAT DID YOUR SUBSCRIBERS SIGNUP FOR?1 HOW DID THEY SIGNUP TO YOUR
EMAILS?2
ContentWhat is the goal of your emails?
CASE STUDY
Anti-newsletter strategy nurtures$1.5 Million in leads in 4 months
$1.5 Million in Leads
CASE STUDY
BUILD YOUR LIST OF LEADS
GIVE ALL THE DATA TO THE SALESDEPARTMENT
Sponsored webinars
Organic search
Paid search
Database purchases
Third-party email partnerships
Personal salutation
Banner mentioning the product of interest
Free content offer
Short description of the content
Image of the content
Two links and one button to download
RESULTSAUTOMATEDNURTURING EMAILS
MANUALLY-SENTHOUSE-FILE EMAILS
from April - July from April - July
$250,000 IN SALESfrom leads nurtured
$1.3 MILLION IN SALESfrom leads nurtured
STRONGERSALES
1.70% CTR
1.57% response rate(content downloaded)
0.65% CTR
0.62% response rate
Engagement
You need to force your subscribers to click. Why?
Your subscribers will remember your email and brand.
YOU WILL GAIN KNOWLEDGE OF WHAT YOUR SUBSCRIBER IS INTERESTED IN.
You both win!
Reports. Get to know them.
OPEN RATES CLICK RATES BOUNCES
The most important things to look for:
Reports. Get to know them.
You may not need this now... but it’s always good to have more info about your subscribers
Reading Tendencies
Age: 25 - 40
Age: 15 - 25
HistoryBiographyRomance
Age: 25 - 40
Age: 15 - 25
HistoryScience & NatureSport & Leisure
PoetryAdventure
Art & Design
Sci-fiHistorical fictionGraphic Novels
Age: 38
Age: 16
Age: 24
Age: 26
Age: 33
SEGMENT YOUR SUBSCRIBERS BASED ON WHAT THEY LIKE:
Advanced Segmenting
Automation
When you know the customerWHEN TO AUTOMATE?
HOW MUCH SHOULD YOU AUTOMATE?
WILL MY CUSTOMER FIND OUT IT’S AUTOMATED?
As much as possible, you have more important things to do
They might...
1
2
3
How Microsoft used triggered email toincrease Open Rates 800% and Click Through
Rates 2,100%
CASE STUDY
800% 2,100%
CASE STUDY
Put the customer at the center of everything
ESTABLISH GUIDING PRINCIPLES FOR MARKETING
Foster authentic and personal relationships
Improve relevance through better targeting
Help the customer get value right away
Engage customers in the conversation
Actions were based on how long thecustomer has been in the program.
Targeted messages were integrated with other marketing pieces.
The program included re-targeting basedon customer behaviors.
PLAN THE EFFORT TO BE RELEVANT TO THE CUSTOMER’S NEEDS
CASE STUDYOptimizing the user experience by layering new elements to the marketing effort over time.
Helpful content in the form of step-by-step articles and videos.
Using actual employees who understand the product to personalize the experience for the customer
ACHIEVEMENTS:
800% Open Rate Increase(50% More than Average)
2,100% Increase in ClickThrough Rate
Website videos achieved a 63% completion rate.
66.6% of program participants tried a new feature.
Do it all over again! Get Subscribers
Send Good ContentLearn from Reports
T H E B E S T E M A I L M A R K E T I N G
BenchmarkStarter.comStarter Plan: Upload 2,000 Subscribers
Send 14,000 emails per month
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