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Email Marketing Strategy
Silvia Baena eCommerce & Marketing [email protected]: https://twitter.com/grinaiswww.silviabaena.comwww.nidraseras.com
INTRODUCTION
Facts to take into account when designing an Email Marketing Strategy:
1. Current situation, Numbers and Trends in the Market
2. Business Opportunities and Marketing Plan
3. Building you own Email Marketing Strategy:
Best Western Practices
4. Metrics: KPIs
5. Legal Concepts for DatabaseTreatment
Since the World is CONSTANTLY changing WE need to Think About
Our Consumers: Age, Segmentation, Location
Our Objectives: Return of Investment ROI
How to Create Relevance and Grow Lists
When to Send Emails and Newsletters
What to Measure
2. BUSINESS OPPORTUNITIES AND MARKETING PLAN
Companies need to acknowledge and adjust to a New Reality through:
• Marketing Plan:
Including budget for Email and Mobile MK
• Database Management:
Segmentation, Information, Conversion
• Design:
Landing Pages and Copys
• Context and Content
• Analysis and Reports
2. BUSINESS OPPORTUNITIES AND MARKETING PLAN
• Offline Stores: Engage customers to be Active online by offering discounts through online
registration.
• Online: Offer sampling of products or services to be redeemed in-store after an online
purchase.
3. BUILDING YOUR OWN EMAIL MARKETING STRATEGY
Cross-Channel Communication Strategy
Drive Traffic Online
Offline
3. BEST WESTERN PRACTICES: KEY FACTORS
These best practices should help you increase the value of your Email
Program, provided that your
Email Strategy balances
Key Factors
#1 Select your Email List
#2 The Offer
#3 Timing
#4 Copys
3. BEST WESTERN PRACTICES: KEY FACTORS
Myth: The #1 asset in your Business is your Customer List.
Reality: The #1 asset in your Business is your Relationship with your
Customer List.
Therefore: your #1 business objective is to develop a good
Relationship with you customers using the right tools or software to
manage and talk to your customer list.
#1 Select your Email List
3. BEST WESTERN PRACTICES: YOUR EMAIL LIST
Your List is your source for Competitive Advantage your Competition cannot copy.
• It is not free to send emails
• You do not have their permission forever…
There is plenty of Valuable Information to retain from our customers:
• Opening IP for Location
• Mobile Operating System
• Products, Date, Amount of sales, Last purchase, clics,
• Web Navigation, Sharing on Social Media, etc
3. BEST WESTERN PRACTICES: YOU EMAIL LIST
So… what are my beneficts?¿Will I become richer?¿would my life improve?¿would I feel better/more beautiful?¿would it help me personally?¿Am I saving money?
IT’S ABOUT THEM, NOT YOU!!
#2 The Offer
3. BEST WESTERN PRACTICES: THE OFFER
Always begin with Dear Name
Mention ‘you’, ‘your’ and ‘your role’ in your copy, and definitely a ‘you’ in the
opening line.
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION
PERSONALIZATION
Other ways to Personalize emails
According to their profile:
• The Subject
• Different copys depending on the sex
• Account Manager or Director´s Signature
According to their behavour:
• Geo targeting
• Clic behavioral
• Up-sell, cross-sell
• Different copys depending on their operating system
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION
“Treat each user differently” Peppers & Rogers
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION
K.I.S.S. (KEEP IT SHORT & SWEET)
Research has shown that emails command approx. 3
seconds of a recipient's interest before they go to the
next one.
1. Mention and start with:
The Recipient’s Issues and Interests + Your solution + Benefits 2. Close with a clear CALL-TO-ACTION (CTA) so they know what to do after reading the email
3. Clearly State your Name and Contact Details
3. BEST WESTERN PRACTICES: THE OFFER. USER´S INTERESTS
The offer should appear at the Beginning of the Mesage
3. BEST WESTERN PRACTICES: THE OFFER
The offer is designed in a Landing Page
presented and linked from the email.
3. BEST WESTERN PRACTICES: THE OFFER
SUBJECT LINE IS KING
The most important element in your email campaign is your Subject Line
That 3 seconds we spoke about earlier? 1 second of that consists of reading the
subject line alone!
If you spend an hour writing your email copy, don’t spend 10 seconds thinking up
a subject line. Invest time and think about it. It is the only thing standing in the
way of the recipient and your email copy.
3. BEST WESTERN PRACTICES: THE OFFER. SUBJECT LINE
Think:
What one line would make them open this email?
Your offer will be excellent when a
Response Accelerator is included
in the copys.
3. BEST WESTERN PRACTICES: THE OFFER. RESPONSE ACCELERATOR
Best Offers
Price
Payment simplicity and credit terms
Free info and/or Products
Free Trial
Free Gifts
Discounts
Exclusive Treatment
Participation in Raffles
3. BEST WESTERN PRACTICES: BEST OFFERS
#3 TIMING
3. BEST WESTERN PRACTICES: TIMING
Second dialogue – the reading phase
Rational side works slower
Based on text
--------------------------------------------------
Text blocks
Describe benefics and
characteristics in bullets or blocks
Larger copies
#4 COPYS
3. BEST WESTERN PRACTICES: COPYS
First dialogue – to describe the beneficts
Appelaing to the emotional side
Based on Images and Lay out
---------------------------------------------------
Use big images
Warms colors work best that cold colors
Show people instead of products alone
Kids instead of adults
Portrays work better than full body
Eyes are powerful
Basic Principle: Write what your client/user wants to hear, not what you
want to say
• Avoid soft and dull world and or generalizations such as: basically, we hope,
but, always, never…
• Write sentences with 15 words maximum lenght avoiding too much and.. and
• Write in Positive, never negative sentences avoiding using no, never…
• Use visual words, hightlights, etc
• Write concisely
3. BEST WESTERN PRACTICES: TIPS TO ENRICH COPYS
Email -> Social media
Linking
Sharing
Social media -> email
Source for Attracting Customers
Enriching information about users list
3. BEST WESTERN PRACTICES: SOCIAL MEDIA BUTTONS
3. BEST WESTERN PRACTICES: CAMPAIGN OPTIMIZATION WITH HTML
3. BEST WESTERN PRACTICES: COPYS. RELEVANT & SPECIAL DATES
Stradivarius Happy ThursdaysRelevant Dates and Birthdays
THANK YOU NOTE + OFFER
Subject Line:
“Thanks for Shopping at Baby Deli”
On/off Offer:
• 75%Off some products
• Free Shipping
• Free In-store Worshops for kids
Call-to-Action Button
Response Accelerator
3. BEST WESTERN PRACTICES: COPYS. THANK YOU NOTE
INVEST IN SMART TECHNOLOGY
Investing in the right Email Marketing Software will pay off dividends in the
long term, and give you great tracking and ROI measurement in the short term:
Email softwares such as Cheetahmail, ExactTarget, MailChimp, iContact and
others all have Key Features such as live monitoring of email campaigns,
Real-time Results, Social Media Integration, Timed Campaigns etc.
Early Investment into good technology will also give you the opportunity to
provide Analytical Information to your CFO and CEO, showing them the ROI
on their investment into email marketing
3. BUILDING YOUR OWN EMAIL MARKETING STRATEGY
3. BEST WESTERN PRACTICES: FASTEST WAYS TO LOOSE CUSTOMERS
AND… If you can come up with something clever,
offer something of value to differentiate you from others.
“Your main objective for every single email you send is… … to Get Your Next Email Read”
Perry Marshall
3. EMAIL MARKETING ETIQUETTE DOS AND DON´TS
4. TRACK METRICS
Metrics are simply Your AudienceTalking to You
Always track these main KPIs in every Campaign:
Sent email
Opening
Click-through Rate (CTR)
Bounces
Unsubscribes
Forwards
Conversion
These will give you a deep insight into the quality of your lists, email copy,
formats etc.
4. TRACK METRICS: KPIs
CONVERSION
When Users End a Purchase Process, a
Subscription to a Newsletter or Web, or
basically,
When a user perform the action we were
expecting.
4. TRACK METRICS: CONVERSION
Adapt your strategy to your Users:
The Technology they are Using
The Products they are Looking for and want to Buy
How they Read your Content
You will win them!You will win them!
FINAL RECAP
Want to Boost Sales??
Send Emails more Often!
Silvia Baena eCommerce & Marketing [email protected]: https://twitter.com/grinaiswww.silviabaena.comwww.nidraseras.com
