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Tips and Tricks to Make Your Email Marketing Program Thrive Brian Weed Senior Digital Strategist CHI Health MTB-1250 IBM Amplify 2016 Conference

Tips and Tricks to Make Your Email Marketing Program Thrive

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Page 1: Tips and Tricks to Make Your Email Marketing Program Thrive

Tips and Tricks to Make Your

Email Marketing Program

Thrive

Brian Weed

Senior Digital Strategist

CHI Health

MTB-1250 – IBM Amplify 2016 Conference

Page 2: Tips and Tricks to Make Your Email Marketing Program Thrive

Who is

this guy?

Page 3: Tips and Tricks to Make Your Email Marketing Program Thrive

CHI Health

Page 4: Tips and Tricks to Make Your Email Marketing Program Thrive

Tips + Tricks

• Mix hard and soft sell content

• Use all the features!

• Embed animation

• Headlines

• Infographics + printables

• Define goals

• Be mobile friendly

• Build your email list

Page 5: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 6: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 7: Tips and Tricks to Make Your Email Marketing Program Thrive

Hard Sell vs. Soft Sell

Page 8: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 9: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 10: Tips and Tricks to Make Your Email Marketing Program Thrive

Automated Programs

Page 11: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 12: Tips and Tricks to Make Your Email Marketing Program Thrive

Dynamic Content

Page 13: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 14: Tips and Tricks to Make Your Email Marketing Program Thrive

Personalization

Page 15: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 16: Tips and Tricks to Make Your Email Marketing Program Thrive

Subject line:

Michelle: Important

information for your

health

Opens43%

Clicks 5.5%

Page 17: Tips and Tricks to Make Your Email Marketing Program Thrive

Use Animation

Page 18: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 19: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 20: Tips and Tricks to Make Your Email Marketing Program Thrive

Don’t Underestimate Importance of

Content

• Content

• Images

• Headlines

– “# of ways to XYZ” – recipe for winning

headlines

• Infographics / printables

Page 21: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Page 22: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

Page 23: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Page 24: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

Page 25: Tips and Tricks to Make Your Email Marketing Program Thrive
Page 26: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Page 27: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

Page 28: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Page 29: Tips and Tricks to Make Your Email Marketing Program Thrive

Headlines That Work

Page 30: Tips and Tricks to Make Your Email Marketing Program Thrive

Infographics

Page 31: Tips and Tricks to Make Your Email Marketing Program Thrive

Infographics

Page 32: Tips and Tricks to Make Your Email Marketing Program Thrive

Printables – What a Hoot!

Page 33: Tips and Tricks to Make Your Email Marketing Program Thrive

Define Goals

• What do you want people to do?

– Call to Action (CTA)

• How will you measure success?

– Conversions on your site, opens, click

throughs

Page 34: Tips and Tricks to Make Your Email Marketing Program Thrive

Features to Use

• Mobile-responsive

templates

• Tracking (open

rates and click-

through rates)

• A/B testing

• Auto responders

• Spam check

Page 35: Tips and Tricks to Make Your Email Marketing Program Thrive

Consider Email Nuances

• Protected Health

Information (PHI)

• Subject lines

• CTAs

• Test, test, test

and then test again

Page 36: Tips and Tricks to Make Your Email Marketing Program Thrive

Be Mobile FriendlyClient %

Apple iPhone 29%

Apple iPad 13%

Outlook 12%

Gmail 11%

Google Android 9%

Web version 8%

Apple Mail 6%

Yahoo! Mail 3%

Outlook.com 3%

Windows Live Mail 3%

Other 3%

Windows Mail 1%

Thunderbird 1%

Mobile52%

Desktop24%

Webmail24%

Page 37: Tips and Tricks to Make Your Email Marketing Program Thrive

Build Your Email List

• Electronic medical

records

• Point of service/front

desk

• Events/registrations

• HR/employees

• Form on website

Page 38: Tips and Tricks to Make Your Email Marketing Program Thrive

Tips + Tricks Wrap-up

• Mix hard and soft sell content

• Use all the features!

• Embed animation

• Headlines

• Infographics + printables

• Define goals

• Be mobile friendly

• Build your email list

Page 39: Tips and Tricks to Make Your Email Marketing Program Thrive

Questions

Page 40: Tips and Tricks to Make Your Email Marketing Program Thrive

Contact

Brian Weed

Senior Digital Strategist

CHI Health

[email protected]