Marketing for the Rest of Us

Transcription

1 Marketing for the Rest of Us Presented By: Rob Seto Continuing Legal Education Society of British Columbia Vancouver, British Columbia Adam Simpkins Continuing Legal Education Society of British Columbia Vancouver, British Columbia Presented at: ACLEA 52 nd Mid-Year Meeting January 30 - February 2, 2016 Savannah, Georgia

2 Robert Seto Continuing Legal Education Society of British Columbia Vancouver, British Columbia Rob Seto is the Director of Programs at CLEBC. Prior to joining CLEBC, Rob was in private practice, focusing mainly in the areas of immigration law and general civil litigation. Rob has previously served on ACLEA s Executive Committee, co chaired the Programming SIG and International SIG, served on the planning committee for several ACLEA Meetings (Vancouver 2008 (co chair), Boston 2011 and Austin 2014), and written for ACLEA s newsletter In the Loop. He has also served on the Special Committee on Awards, Programming Best Practices Committee, and the Financial Planning Special Committee. Adam Simpkins Continuing Legal Education Society of British Columbia Vancouver, British Columbia Adam Simpkins is the Marketing Manager with the Continuing Legal Education Society of British Columbia. He joined CLEBC in 2007 as a member of the publications department. In 2009 he moved into the marketing department overseeing CLEBC s marketing and social media. He has led the marketing team since August 2013.

3 Marketing For the Rest of Us Rob Seto, CLEBC and Adam Simpkins, CLEBC ALCEA 52 nd Mid-Year Meeting Savannah, Georgia Tuesday, February 2, 2016

4 Print Based Marketing vs Marketing Where are you at? 1. We primarily rely on print based marketing 2. We primarily rely on marketing 3. For us, it s about half and half

5 What We re Going To Talk About Today 1. Why Marketing? 2. How it s Done 3. Tracking and Measuring Success 4. Best Practices 5. Trends and What s Next 6. Where Can You Find Out More? 7. Questions

6 1. Why Marketing?

7 1. Why Marketing?

8 1. Why Marketing?

9 1. Why Marketing?

10 1. Why Marketing?

11 2. How is It Done?

12 MailChimp Based in Atlanta, GA 10 billion s / month Freemium and Paid CLEBC pay $150/month

13 Drag and Drop Editor

14 Follow the Rules!

15 Anti-Spam Legislation United States: CAN-SPAM Act Canada: CASL

16 Be a good sender Don t buy or rent your lists Send relevant content Provide an easy option to unsubcribe

17 The Essentials Clear sender name Clear subject line Display your mailing address at footer Unsubscribe option Segment your lists

18 Planning Your Schedule General Principles How CLEBC does it

19 General Principles Get organized! Create a marketing calendar in Excel When is the going out? What is the content of the ? Who is it being sent to? What kind of response? What will you measure?

20 How CLEBC does it

21 3. Standard Metrics for Evaluating Marketing Success

22 Delivery Rate Delivery Rate = Number of Successfully Delivered s Number of s Sent For Example: Number of s sent: 1000 Number of successful deliveries: 970 Delivery Rate = 970 x 100 = 97% 1000 What does it measure? The health of your list What s the benchmark? 95% or higher (MailChimp)

23 Open Rate Open Rate = Number of Times Opened Number of s Delivered For Example: successful deliveries: 1000 recipients opened the Open Rate = 200 x 100 = 20% 1000 What does it measure? Your Subject Line What s the benchmark? 22.23% (MailChimp for Education and Training )

24 Click Through Rate Click Through Rate = Number of Clicks That Occur Number of s Delivered For Example: successful deliveries: 1000 recipients opened the number of clicks: 30 Click Through Rate = 30 x 100% = 3% 1000 What does it measure? Your Actual Message What s the benchmark? 2.85% (MailChimp for Education and Training )

25 Conversion Rate Conversion Rate = Number of Revenue Generating Transactions Number of s Delivered For Example: successful deliveries: 1000 recipients opened the number of clicks: 30 number of revenue generating transactions: 20 Conversion Rate = 20 x 100% = 2% 1000 What does it measure? The Call To Action In Your Message

26 Unsubscribe Rate Unsubscribe Rate = Number of Recipients that Hit Unsubscribe Number of s Delivered For Example: successful deliveries: 1000 recipients that hit unsubscribe : 3 Unsubscribe Rate = 3 x 100% = 0.30 % 1000 What does it measure? General engagement level What s the benchmark? 0.20% (MailChimp for Education and Training )

27 Other Metrics 1. Click-to-Open Rate 2. Bounce Rate (Soft and Hard) 3. Sharing/Forwarding Rate 4. Social Sharing Rate 5. List Growth Rate 6. Revenue Per Sent 7. And the list goes on.

28 Takeaways 1. No Single Metric Tells The Whole Story 2. Look for Favorable Trends

29 4. Best Practices in Marketing Informative subject lines Clear logo and company name Personalize Use effective imagery Hierarchical information Less is more; Keep it simple Proof-read!

30 Subject Lines

31 Clear Logo and Company Name

32 Make it personal

33 Use effective imagery

34 Hierarchical Information Grab Attention Main Details CTA

35 Proof-Read!

36 Now Let s Test Your Knowledge!

37 4. Best Practices in Marketing Informative subject lines Clear logo and company name Personalize Use effective imagery Hierarchical information Less is more; Keep it simple Proof-read!

38 5. Trends and What s Next Automation Dynamic Content Advanced Targeting and Segmentation

39 Automation

40 Dynamic Content E.g. Imagery based on age or gender If call date pre-2000, then layout A If call date post-2000, then layout B

41 Targeting

42 The basics Demographics Behaviour What do you know about your customers?

43 Be Strategic!

44 Only part of the mix Customer Service / Sales Website Volunteers Social Media Print

45 6. Where Can You Find Out More? Mailchimp.com/resources/ Lynda.com Blog.hubspot.com MarketingProfs.com us!

46 7. Questions?

47 Marketing For the Rest of Us Rob Seto, CLEBC and Adam Simpkins, CLEBC ALCEA 52 nd Mid-Year Meeting Savannah, Georgia Tuesday, February 2, 2016