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The Creative Entrepreneur’s Guide To: Email Marketing presented by: Coeli Ayres & Heath Guinn 02.28.17

The Creative Entrepreneur's Guide to Email Marketing

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The Creative Entrepreneur’s Guide To: Email Marketing

presented by:Coeli Ayres & Heath Guinn

02.28.17

» Background & Entrepreneur» Tried and failed to be employed» How I managed

About me: Heath Guinn

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

What’s Sync.Space?» Our two objectives:

⋄ To fit your business⋄ To connect

Why Kingsport?» What is happening here..» How creative entrepreneurs are a perfect match

OverviewTHE POWER OF EMAIL

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

AnatomyOF AN EMAIL

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?

Subject LinesDon’t do this...

“DON’T SELL WHAT’S INSIDE, TELL WHAT’S INSIDE…” MailChimp)

Subject LinesDo this...

PERSONALIZING EMAIL SUBJECT LINES INCREASED TRANSACTION RATES BY 49% & REVENUE PER EMAIL BY 73% (MarketingSherpa)

Creating ContentWhat to include for best results: Masthead

Creating ContentWhat to include for best results: Feature

Creating ContentWhat to include for best results: Call-to-action

Creating ContentWhat to include for best results: Social links

StrategyEMAIL MARKETING & KPIs

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)

Real lifeTRIALS & TRIBULATIONS

What is the ‘red tape’ keeping you from building your email strategy?

Name a challenge you’ve had with email marketing you’ve worked through

--or maybe still struggle with?

THANKS!Any questions?You can reach us at

» @CoeliAyres» @HeathGuinn» [email protected]

The Creative Entrepreneur’s Guide To: Email Marketing

presented by:Coeli Ayres & Heath Guinn

02.28.17