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Download the slides from our latest email marketing webinar and learn how to: • Compose compelling email copy • Write attention-grabbing subject lines • Optimize email for mobile • Integrate with social media • Measure and benchmark results WATCH the recorded webinar for this presentation: https://vimeo.com/69193585 10 easy ways to increase email open rates infographic: http://www.sikich.com/email-marketing
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Bang for Your Marketing Buck!Pushing the e-Envelope
Survey says…Top Trends• Email marketing• Social media marketing
Top Challenges• Budget constraints• Keeping up with the latest trends and
technologies
www.sikich.com/marketing-ebook
You spoke, we listened!
70% of digital marketers rate email as the top medium for ROI
Agenda• Email marketing forecast• Writing emails people want to read• Integrating email marketing with social• Measuring results
… all without busting your marketing budget!
Join the tweet chat now!#emailchatroom
Source: EConsultancy
Email Marketing Forecast
Why email?• Cost-effective• Versatile• Immediate• Personal• Trackable• Actionable• Green
Top 4 email marketing trends
Mobile email marketing
Triggered campaigns
Content marketing
Social integration
Mobile email marketing
• Short and simple• Larger text• Click space = 44 x 44 pixels• Prominent call-to-action• Small image sizes• Single-column design• Test in different platforms – iPhone, Android, etc.
38% of all emails are opened on a mobile device; 78% of U.S. email users will access their emails via mobile by 2017
Sources: Litmus, Forrester
Welcome Birthday
Triggered campaigns
Abandoned cart Up-sell
Triggered campaigns
Content marketing
• Develop mission statement that ties back to business goals/objectives
Strategize
Content marketing
Social integration• Converting email subscribers into fans/followers (and vice versa!)• Stay tuned…
Writing Emails People Want to Read
From:• Do we know each other?
• Avoid [email protected]• Your readers want to know that:
a) You are human
b) They can reply to you
…or risk being dumped into the spam folder
To:• Do you really know who it’s to?
• Slice & dice for max impact! • Buyer personas• Depending on the content of your email…
- industry
- job function
- past purchases
- buying frequency
- content topic
- interest level
- change in buying behavior
…and so on.
The pitch:• Consistent branding• Personalized greeting• Short and concise• CTA above “the fold”• Good ratio of text to images• HTML and text versions• Working links• Visible unsubscribe button and/or
subscription center• Social sharing buttons
The subject line:64% of people say they open an email because of the subject line
DO Be concise Be direct Be urgent Be actionable Be beneficial Test
Source: blog.cmbinfo.com
DON’T× Use spam filter language× Mislead× Use poor grammar and spelling× Yell!!!!!!!! × Use all caps× Be salesy
The Preheader:• Located above headline • First section subscribers see when
opening your email… or before! • ~ 40-100 characters
Preheader dos and don’tsDO Provide an incentive or summary of your offer Display a link to forward to friend or share via social media Use a CTA to increase urgency
DON’T× Repeat yourself × Start with “view online” × Display your “unsubscribe” at the top
Integrating Email & Social
Why should I?
• Offer email subscribers more avenues to connect with you
• Extend the reach of your content• Seize the opportunity for list growth• Review metrics that provide insight
into your customers
Emails that include social sharing buttons have a click-through
rate 115% higher than those that do not
Source: GetResponse
Making the connection• Include social sharing buttons in emails• Ask email subscribers to share and connect• Send a dedicated email campaign• Provide incentive• Promote email sign-up via social channels• Email opt-in form on Facebook• Live feeds in email (and online)• Include “re-tweet this” buttons in your emails
Measuring Results
What to measure• Deliverability• Open rate• CTR• CTR on social media buttons in email• Website traffic from email • Conversion rate• Unsubscribe rate• Split test preferences
How do I benchmark my rates?• Open rate: % of received messages that
were opened by one recipient
= ~19.7% (15-20%)• Click-through rate (CTR): % of delivered
email messages that drew at least one click
= ~3.6% (3-5%)• Unsubscribe rate: % of delivered email
messages that generated unsubscribe requests
=~.25% (0-.5%)
Source: 2013 Silverpop Email Marketing Metrics Benchmark Study
Tying it all togetherNow that you have all of the
content pieces – make sure theyconnect back to
your brand.
What we offer• Consulting• Identity & Branding• Creative design • Print• Digital• Video• Photography• Public Relations
What we do
Securities are offered through Sikich Corporate Finance LLC, a registered broker dealer with the Securities Exchange Commission and a member of FINRA/SIPC. Advisory services offered through Sikich Financial, a Registered Investment Advisor. General securities offered through Triad Advisors, Member FINRA/SIPC.
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Who we help» Agriculture
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Deep industry experience and longevity.
Cross sectional teams with a depth and breadth of experience to handle
the complete solution.
Solution centric and product agnostic.
$76M in revenue in 2012
6,776 public and private sector clients
7,364 individual clients
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400+ total personnel
72 partners
1 collaborative and positive culture
Who we are» Multi-disciplinary: An accounting,
advisory, investment banking, technology and managed services firm with clients in the U.S. and internationally.
» Excellent reputation: With a reputation for professional excellence, Sikich provides unsurpassed client service as well as timely and cost effective services.
» Strong talent: We employ more than 400 talented people including 72 partners, all of whom devote their careers to a focused area.
» Award winning: Accounting Today ranks the Firm 40th nationally among the top 100 accounting firms and 12th in the top 100 VARs.
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Michael DockumAccount ExecutiveMarketing & PR
www.sikich.com
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