Sunday, October 7, 12. Marketing: Why and How it can Work for You presented by Laura Cave, The Knot Wedding Network

Transcription

1 Marketing: Why and How it can Work for You presented by Laura Cave, The Knot Wedding Network

2 the knot wedding network is #1: reaching 8 in 10 brides, almost every US bride 1.7mm members every year

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4 4 why ?

5 it s direct and personal 5

6 it s all about your brand 6

7 customer relationship management 7

8 8 a new mindset...

9 think of your marketing as a service special advertising section look book 132 jewelry 134 gowns 137 accessories 138 bridesmaids 140 mother of the bride 142 flower girls GOWN BY PRONOVIAS P.250 9

10 5 How s of Marketing 10

11 5 How s of Marketing Understand Compliance Create Compelling Campaigns Get good at Subject Lines Build your list Monitor your Results 11

12 12 understand compliance

13 Can-Spam Compliance Checklist permission based unsubscribe link physical address reply-to address 13

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16 this can be your current street address or a registered P.O. Box

17 customer service reply- to address customer service link

18 create compelling campaigns 18

19 Keys to compelling design include a preheader include a view-in-browser link use a mix of text and images use a clear, strong call to action relevance and personalization is key make sure it s mobile-friendly 19

20 the pre-header

21 view as webpage link always include in the preheader area

22 mix of text and images

23 keep text short and to the point

24 give them an incen?ve to forward to a friend social networking links let your customers spread the word!

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26 relevance and personalization

27 personaliza?on relevant informa?on based on loca?on

28 mobile friendly design 1. Max width 640x pixels wide 2. Use larger images 3. Use less text 4. Make text and call to ac=on LARGE enough to easily read and click on! 5. People are looking while on the go so capture their with en=cing visuals and clear calls to ac=on (i.e. Shop now and get 20% off) 28

29 campaign ideas that provide a service inspirational newsletters how to s prep leading up to the wedding invitations thank you s perks from partners reminders 29

30 30 get good at subject lines

31 subject line best practices avoid spam triggers avoid CAPS-LOCK and exclamation points!!! make it personal keep it short, max 65 characters create urgency 31

32 worst spam filter triggers $$$ 100% free Ad Affordable Amazing stuff Apply now Billion Cash bonus Cheap Compare rates Compete for your business Credit Earn $ marke=ng Free Guarantee Limited =me offer Incredible deal No investment Obliga=on Remove Save $ Free Info Serious cash No obliga=on Order now Unsubscribe Weight loss Free giz Free offer 32

33 a view of my spam folder

34 Use someone s name to make your message stand out in their inbox!

35 144 characters!

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37 Other Important Tips q Tes$ng is KEY Implement a tes$ng plan to try out different types of subject lines and content, as well as $me of day tes$ng q Define, Measure, & Track your KPI s Figure out which metrics are important to you open rate, click through rate, conversion rate, revenue per , etc. Measure these over =me to see where you stand and how your program is improving

38 Frequency how much is too much? we recommend no more than 1x per week, and never send the same twice!

39 39 building a list

40 how to build an your database Include an sign up box on your site--upper right corner is best Collect addresses of customers in store or at appointments. Include an sign up box on your Facebook page Offer an incentive to sign up for (i.e. 5% off your first purchase) Include forward to friend links and even offer an incentive (i.e. if you get someone to sign up for our list and make a purchase, you get 10% off your next purchase). Run sweepstakes 40

41 The Knot Local Direct s local direct from The Knot BENEFITS: Access to a large database of brides looking for wedding informa=on, help, and =ps High Open and Unique Click Through Rates (12-13% UOR/ 3-4% UCR) Help and sugges=ons with subject lines and content

42 42 resources

43 one of many resources to check out 43

44 Thank you! Visit our blog to download slides: TheKnot.com/B2B