Email Strategies That Just Plain Work!
Spencer PowellInbound Marketing Director@spowell24
Enter questions/comments in the chat panel www.tmrdirect.com
The Death of the Newsletter
www.tmrdirect.com
The newsletter will dilute the main call-to-action or the purpose of the email. If you include a series of blurbs or article summaries, the attention of your recipients will most likely be spread across these tidbits of information as opposed to staying focused on a certain element.
The Death of the Newsletter
www.tmrdirect.com
The design of a newsletter becomes a much more complicated task than other emails.
You’ll have to spend some time deciding on the right placement of images and text, alignment, and prioritization of information.
The Death of the Newsletter
www.tmrdirect.com
People like small chunks of information, but more often.
Personalization
www.tmrdirect.com
•Have the email sent from a person instead of the company. •Make it look like an actual human took the time and effort to craft the message and will field any responses.
Personalization
www.tmrdirect.com
Mass- Market Campaigns Personalized
14% Better Response Rate!
All
Remodeling
Bathroom Kitchen
Custom Homes
Personalization
www.tmrdirect.com
Segment Your List!
Remodeling
Bathrooms Kitchens
Custom Homes
Personalization
www.tmrdirect.com
Name
Company Name
Industry
Interests
Wow! They are talking to
me!
Personalize the Subject Line
Personalization
www.tmrdirect.com
Greet Recipient by First Name
Reference Prior Behavior
Call to Action Relevant to Reader’s Behavior
Personalization
www.tmrdirect.com
Landing Page and Email Deliver the Same Message
Personalization
www.tmrdirect.com
Follow-up Email: Thanks the customer for converting and makes recommendations for next actions
Timing
www.tmrdirect.com
Emails sent on Saturdays and Sundays tend to have much higher click through rates than those sent during the business week.
Business Week
Sundays
Saturdays
Timing
www.tmrdirect.com
This data is always changing!
2 years ago, Tuesday was the best day for opens and clicks.
Saturdays
TuesdaysSundays
Timing
www.tmrdirect.com
•Unsubscription rates tend to peak on Tuesday and are the lowest on Thursdays.
•From an unsubscription perspective, Saturdays are one of the best days.
Tuesday
Thursday
Content
www.tmrdirect.com
•Your landing page should match the email in terms of headline, copy, and content.•The look and feel of your landing page should also match the email.
Content
www.tmrdirect.com
What your email subject line promises, the email message should deliver. Because when readers don't get what they're actually promised in the subject line, click-through rates plummet -- and in the long term, so will your email open rates.
Content
www.tmrdirect.com
The opening paragraph recalls for the reader why they're being emailed. Example: they downloaded a piece of content and the email is to follow up on whether that content provided helpful strategies to implement. By reminding the recipient that you know one another because they've read great material from you in the past, you have a greater likelihood that they'll click through and redeem your offer in this email.
Content
www.tmrdirect.com
Write emails in second person. Writing in the second person means you orient the copy towards the reader, not yourself. Try using ‘you’ and ‘your’ instead of ‘we’ and ‘I’.
You & Your I & We
Content
www.tmrdirect.com
Talk about benefits, not features.
Benefits for you! Features of our product.
Content
www.tmrdirect.com
Be brief. It's more likely that you scan for important points so you can glean the overall message, and decide whether you want to take any action. Don’t shove the whole story down their throats.
Content
www.tmrdirect.com
Use actionable language in the call to action.
Sequence
www.tmrdirect.com
The first priority is to make sure you have something valuable to teach your leads. Remember, you are an expert within your industry - continue teaching your leads something new and they will be more than happy to receive your emails and continue engaging with your business.
Sequence
www.tmrdirect.com
Talk about only one topic and include a call to action
Sequence
www.tmrdirect.com
Keep it short. The lead should be able to glance at your email and within five seconds know the value it provides to them.
Sequence
www.tmrdirect.com
Carefully planning the flow of your emails will help you create well rounded campaigns that pull your leads through the sales funnel. The first email after the initial conversion might be very educational, while subsequent emails should continue to educate while giving the lead an opportunity to convert a second time.
Customer!
Email #3
Email #2
Email #1