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Check the video of the webinar here http://youtu.be/H9eqdmC9X6A During the webinar you will hear tips on correct newsletter composition, best performing visual elements as well as recommendations on how to build smart marketing strategy, which will ultimately lead to online sales increase. The main points of the upcoming webinar: * How to start an email marketing campaign * Email content composition best practices * Email design and layout tips * Real examples of best and worst email campaigns
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Email Marketing 101: How to Make
it Work?
Webinar, Sept 25, 2013
Promodo at a Glance
Speakers
Anna Korolekh Promodo
Dmitriy Makarov
Webinar main points
What is email marketing about? Why is it beneficial?
How do you start doing email-marketing?
Types of messages, how and when to apply them correctly
So what is so good about email
marketing?
Before you start, ask yourself:
What kind of issues do you want to solve with email marketing?
Who is your target audience? How well do you know for what purpose they come to your site? How can you help them?
Do you plan to generate / increase your contacts database and how?
Email marketing allows you to:
Communicate with each customer directly and personally
Remind your leads base of your brand, keep them informed on all the news and updates
Wake your “dormant” clients up, sell and upsell
SPAM?
Generic message to the huge list of addresses that were not voluntarily given by their holders.
Recipient’s email address is not in the To: or Cc: fields
The letter that contains spam triggers in the body: pharmaceutical terms, overuse of the word “free”, overuse of caps lock, bold font text colouring etc.
We are smarter than that!
$1 $44
spend 83% more time onsite
63 % say e-mail marketing is the best advertising tool
Most beneficial industries for EM:
Industry Open Click Abuse UnsubAgriculture and Food Services 45.4% 4.5% 0.058% 0.268%
Architecture and Construction 43.8% 5.2% 0.038% 0.222%Arts and Artists 43.1% 3.4% 0.047% 0.237%Beauty and Personal Care 32.7% 3.6% 0.068% 0.295%Business and Finance 32.6% 3.1% 0.041% 0.198%Computers and Electronics 32.4% 2.7% 0.041% 0.202%Construction 36.5% 2.7% 0.083% 0.395%Creative Services/Agency 41.9% 3.5% 0.045% 0.253%Daily Deals/E-Coupons 19.3% 1.9% 0.019% 0.086%eCommerce 22.2% 2.9% 0.026% 0.118%Education and Training 36.1% 3.4% 0.036% 0.171%
Email opens by day of week:
Some more statistics:
Niche EngagementClothing and apparel 37%Business media 34%Hotel and tourism 31%Other retail 30%
How do you start with email marketing?
Segment your database:
• Constant, loyal customers
• Prospective customers
• Old or “dormant” customers
• Etc, etc, etc…
What do you send to each segment?
• Constant, loyal customers
• Prospective customers
• Old or “dormant” customers
• Thank you for your purchase• Related products • Site intro• News, offers, contests for newbies
• Thank you for staying with us• Loyal client bonuses, statuses, loyalty
programs • Ask to share a review• Related products
• New customers
• Thank you subscribing• Survey, questionaire• Site intro, site’s range
• Care and interest• Ask for feedback• Products related to previous purchase• News since their last check in
Abandoned shopping cart issue
In 24 hours - remind that the store holds the selected product for the buyer
In 2-4 days - we regret, the items left in the cart are no longer reserved
In 30 minutes - a gentle reminder that the purchase was not completed , to clarify the reasons why it is not completed
Abandoned shopping cart issue
Time, frequency and other pitfalls
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
Where do I take contacts?
When should I send my emails?
When should I send my emails?
How often should I send letters?
Kinds of letters and their delivery:
• Informational• Transactional• Promotional
• Triggered• Regular
Regular informational letters:
• Manual on correct exploitation of the product, a selection of interesting articles on the topic, expert advice, an overview of useful services, books, and blogs.
Regular informational letters:
Regular informational letters:
• Regular messages always require more manual work
Triggered messages:
• Are generated in response to any action of the user on the website
Triggered transactional messages:
Triggered transactional messages:
Triggered transactional messages:
Triggered transactional messages:
Benefits of triggered messages:
• Stimulate repeated sales
• Reduce customer acquisition costs
• “Wake dormant” customers
• Allows you to reduce the abandoned shopping cart problem
• Build loyal and trusting relationship with your subscribers
• Save your time
Triggered messages examples:
Promotional messages examples:
Promotional messages examples:
Email marketing platforms
How to choose?
Provider PriceMailChimp $15.00Unisender $5.00Smartresponder free/$13.5
How to educate myself?
Subscribe to:
• Uncommogoods• Sapato• PichShop• Mashable• Vine.com• Zappos• Marks&Spencer
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Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.
Free online marketing audit
Thank you for your attention!
Anna KorolekhMarketing manager at Promodo
e-mail: [email protected]: ann.moseva
Dmitriy MakarovDesignerat Promodo
e-mail: [email protected]: aka_makar
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