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An email marketing masterclass with examples of how to do it, how not to do it, detailed statistics and practical tips on how to get the most out of your campaigns.
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Email Marketing
Masterclass
What’s on the Agenda?
1.A bit about me and e-CBD and this workshop2.The email marketing landscape3.Spam4.Introducing Permission Marketing5.The three golden rules of email marketing6.The two types of email marketing7.How to get subscribers8.Subject lines9.Email marketing examples (good and bad)10.Tools to send emails out11.Results to expect12.Top email marketing tips
About me: Matt Granfield
•Communications degree•Worked in Public Relations and Journalism•Joined e-CBD with Marilyn Strauss in 2001•Focussed on online marketing•Became Marketing Magazine’s ‘Online Marketing Guru’•Now I head e-CBD with Marilyn, and DP Dialogue and write regular features for Marketing Mag
About This Workshop
•It’s not a lecture, it’s a workshop so if you have questions, write them down and we’ll go through them at the end.
•If something isn’t clear just yell out and I’ll go over it again, but if you’ve just got a general question, save it for the end.
How Much Do We Know?
•Who uses email?•Who has used email for marketing purposes?•Who has found themselves going ‘I wish I knew how to do that…’•Who loves getting spam?
The Email Marketing Landscape:
Where We’re At...
The Clutter: Guess what, other people are
email marketing as well!
Source: Radicati Group Email Statistics Report 2010:2014
It’s Illegal
It’s IllegalIt’s annoying
Introducing:Permission Marketing
What is Permission Marketing?
It’s a marketing philosophy that follows these principles:
• Ads, generally speaking, interrupt people.• People are already exposed to too many ads each day (over
1,000).• Interrupting people isn’t a good way of getting them to listen
(eg. telemarketing, eg. spam).• Unless you have the budget of Nike, ads are nowhere near as
effective as they used to be because people ignore them.• If you want to sell someone something, you’ll do a far more
effective job if you have their trust.• The best way of getting trust is by building a personal
relationship with them.• The best way of starting that relationship is by adding some
kind of value.• Not new concepts, but they were popularised by Seth Godin
about a decade ago. Google him.
The Three Golden Rules
of Email Marketing
The Three Golden Rules of Email Marketing
1. Email marketing requires permission. Actual permission. Not ‘sort of’ permission.
2. Give subscribers something of value. Answer the Question: ‘What’s in it for Me’.
3. Keep your promises. If you promise something once a month, or every Monday, stick to it.
The Golden Rules of Email Marketing: Permission• Permission means they filled out a form and had to tick a box
that said they want to hear from you.• Don’t make them untick a box to unsubscribe. That’s like
chaining a prospect to a chair and then asking if they mind hearing your sales pitch.
• Just because someone gave you their email address, doesn’t mean they want to receive your newsletter or promotion.
• If they asked you in person to receive an email newsletter, or special offers, that’s OK.
• If you met them at a trade show and they used a paper form to request you send them stuff, that’s permission.
• If they gave you their email address it is OK to ask for their permission to send them a newsletter or promotions.
• Don’t forget that 36% of people said they’ve stopped doing business with one or more companies because they handled their email marketing poorly.
The Golden Rules of Email Marketing: Give Value
• It’s not about YOU• At the point where they sign up, show people how awesome
your newsletter is for THEM.• Offer incentives, like a prize and discounts.• In every email answer the question ‘What’s in it for me’?• Don't assume that just because you're running for President
or coming to the end of the quarter or launching a new product that you have the right to break the deal. You don't.
• Generally speaking, people don’t care what you have to say. You have to make it interesting for them.
The Golden Rules of Email Marketing: Keep Your Promises
• Be consistent.• Don’t be late.• If you’ve done your job properly people will actually be
looking forward to hearing from you, don’t disappoint them.
The Two TypesOf Email Marketing
The Two Types of Email Marketing
1. Email Newsletters2. Special Offers
The Two Types of Email Marketing:Email Newsletters
• Are regular• Are expected• Offer news and information• They’re either about your business specifically, such as:
• New products• New services• Changes in the business
• Or about something else that interests your customers, for example:• The local real estate market,• Legal issues affecting divorcing couples
• Are one of the best ways to build an ongoing relationship with your customers.
• Are not advertisements
The Two Types of Email Marketing:Email Newsletters
Example:Dan Smith’s Property Update (Real Estate)
The Two Types of Email Marketing:Email Newsletters
Example:mUmBRELLA
The Two Types of Email Marketing:Email Newsletters
Example:BrisbaneBusinessNews
The Two Types of Email Marketing:Special Offers
• Aren’t regular• Are expected• Offer a real incentive for people to receive them• They should get people excited• They should be so good people want to forward them to their
friends• Should not just come out of the blue because you want to sell
excess stock
The Two Types of Email Marketing:Special Offers
Example:Oskars
The Two Types of Email Marketing:Special Offers
Example:Cold Rock Fathers Day
How to Get Subscribers
How to Get Subscribers
• Have a formabove the foldon your website
How to Get Subscribers
• Have a formabove the foldon your websiteand include anincentive tosign up.
How to Get Subscribers
• Have asignupform onFacebook
(Ask us how)
How to Get Subscribers
• Have a form above the fold on your website• Put a signup form on your Facebook• Offer value and explain what they’re getting when they sign
up• Offer an incentive (discount, freebie, exclusive information)• Think about what your customers want to know and give that
to them.• Aggregate news• Offer interesting content and people will want to tell their
friends about it• Encourage people to forward it to their friends• Be entertaining! Put a joke at the bottom, or a seasonal
recipe• Don’t collect more information than you really need. You’ll
scare people off. Does ‘colour of favourite underpants’ really need to be a required field?
• Tell people about it when you meet them ‘offline’
Subject Lines
Subject Lines
• Need to sell the content in 2 seconds• Make them descriptive and unique. Don’t send the same
subject line each time. Make it sound fresh each time.• Tantalise them• Use pronouns like ‘you’ and verbs like ‘update’.• Personalise, but don’t use their name (that’s what spammers
do because that’s all they know, real people don’t put names in the subject line)
• Make it sound like you’ve written the subject line just for them.
Subject Lines
Let’s Look at Some Examples of good and bad email marketing…
Four Good Options
Vision6 http://www.vision6.com.au Pros: Cheaper for very large databases (50,000+)Cons: Expensive monthly subscription fees Interspirehttp://www.interspire.com/emailmarketer/Pros: You can run it yourself Cons: Sllloooooowwww, requires technical setup
MailChimphttp://www.mailchimp.com/Pros: Free for up to 500 subscribers, packed with featuresCons: Not as cheap for over 500 subscribers, monthly fee
Campaign Monitorhttp://www.campaignmonitor.com/ Pros: Cheap, super-easy to use, smart, pay on demandCons: It’s not free
Great Email Marketing Examples
OK, cool. How do I send this thing out?
Campaign Monitor Demo
What ResultsShould I Expect?
Results to Expect
Results to Expect
So What Does that Mean?
• Aim for a 30% open rate• Aim for a 5-10% click through rate (% of people who clicked
links in your email)• Presume 20% of your messages will go missing in action• Presume you’ll never know what happened to half of it• If more than 1.5% of people unsubscribe, you’re doing
something wrong
Re-cap: Our Top Email Marketing Tips
e-CBD’s Top Email Marketing Tips
• Don’t have just pictures at the top. Get some text in there.• Send them a welcome message as soon as they’ve
subscribed.• Personalise the message as much as you can. Make them
feel special.• Tailor the subject line for your audience.• If it’s a newsletter, summarise the content at the top. People
don’t like to read.• When they unsubscribe, ask why. Get feedback on what you
could have done better.• Don’t scare people away. Only ask for the minimum amount
of data you need.• Don’t send anything without testing it first!• Track results on your website using Google Analytics.• Tweak your campaigns by testing different subject lines and
formats. See what gets the best click through rates.• Send your newsletter out at lunchtime on Monday or
Tuesday, or on Friday morning if you want to reach people for the weekend. These are the times when people are most active online.
e-CBD’s Top Email Marketing Tips
• Make sure the recipients can see who it’s coming from, your name, or your company (or both).
• Remember that inboxes are smaller than computer screens. Don’t make your email too wide.
• Make sure it looks good on an iPhone• Have a subscribe option at the bottom of emails as well as an
unsubscribe. People might have forwarded their friends the email. Make it easy for them to keep getting it.
• If you don’t have lots of your own news, consider aggregating news about your industry, or pass on other news that you know will interest your customers.
• Don’t send an email newsletter to anyone unless they’re expecting to get it. Just because they gave you their email address doesn’t mean they want you to send them a newsletter.
