The Creative Entrepreneur’s Guide To: Email Marketing
presented by:Coeli Ayres & Heath Guinn
02.28.17
About me: Coeli Ayres
StrategistAnalyst with an affinity for the big picture and the bottom line
Book wormSelf-taught by nature with an addiction to reading anything and everything
Half & HalfRaised in a family of musicians, but a total science nerd...and musician
Rolling stoneConstantly trying new things, working on new ideas, and exploring new approaches
The landscape of email marketing
» Where does email fit in a digital strategy?» How do I build a list?» Is email marketing relevant?
MARKETING 101: POSITIONING
WHAT ARE YOU SELLING?
Aside from physical goods or services, what emotion or lifestyle are you selling?
Fresh fish Office supplies
Catering Gallery art
MARKETING 101: POSITIONING
TO WHOM ARE YOU SELLING?
What do your consumers respond to? ...what are their motivations?
Moms, aged 28-40
Dancers, 35mi radius of 63103
Fitness fans, gross $110k+
Email: part of the big picture
» Digital tool belt:⋄ Social media⋄ Web presence⋄ Online advertising⋄ Email marketing
‘Be where your consumers are, know what your consumers want...’
Lists & Leads» How do I build a list?
⋄ Web forms⋄ Social media⋄ Sign-up sheet⋄ List purchasing⋄ Shopping opt-in⋄ Blog prompts
Email in 2017 » Is email relevant compared to other
mediums?⋄ The power of personalization⋄ Consumer proximity⋄ Part of the purchase journey
“EMAIL MARKETING moves the conversation about your business to a more personal environment — the inbox.”
--Copyblogger
ARE YOU MOBILE-FRIENDLY?71.2% of users who cannot get an email to load properly will delete it immediately, (EmailMonday, 2016)
65.4% of email users
globally are MOBILE
(MarketingProfs, 2017)
WHAT DO YOU WANT THEM TO DO?
Make a purchase or
take advantage of a sale
Respond to your email
Learn more about your
brand
Take action & Make an appt
or sign up
Remember, you’re marketing to a human.
» What would you want to find in your inbox?
» What types of information would be relevant to that person’s life?
PERSONALIZING EMAIL SUBJECT LINES INCREASED TRANSACTION RATES BY 49% & REVENUE PER EMAIL BY 73% (MarketingSherpa)
WATCH OUT.» Do not send email without permission via
CAN-SPAM regulations» Keep an eye out for mass un-subscribes &
what frequency works best for your list» Use a list scrubbing service periodically, or for
lists you haven’t used in a while
Tri-Fecta of Email Marketing
Check-InPrompt them to update their preferences, their interests, and share feedback
Provide valueGive them a reason to open your emails...and keep opening your emails
Test, re-test, test againHeadlines, images, body copy, frequency, organization, color schemes --you can [and should] test it all
PEOPLE UNSUBSCRIBE BECAUSE :33% EMAILS ARE TOO FREQUENT 24% CONTENT IS REPETITIVE/BORING (SocialTimes)
Name a challenge you’ve had with email marketing you’ve worked through
--or maybe still struggle with?
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