Topics in

Technology and Marketing

Push Marketing: Email, PPC and SEM

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

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

● Email CTAs must link to a dedicated LP● Not to a Home Page or Product Page

● LP must:● Appear similar in style to email

● Relate to the email 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 email

● 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

Questions?