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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?