The Magic of Email Marketing October 6, 2015 Michelle Novak
AGENDA M: Mobile Best Practices A: Acquisition Growing Your Database G: Generate Revenue Using Your Database to Make Money I: Information The Right Information To Collect C: Content Use Email to Drive Audience To Your Content
Michelle Novak -
M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content
Why Email? There are nearly 3 times as many email accounts as there are Facebook and Twitter accounts combined.
Why is Mobile Important? Mobile has overtaken desktop. Marketingland.com
Email Activity on Smartphones 91% of consumers check their email at least once per day on their smartphone, making it the most used functionality ExactTarget. Mobile Behavior Report (2014)
Why is Mobile Design Important? BlueHornet Consumer Views of Email Marketing (2012)
How Emails Are Read? 2.7 Seconds Amount of time users take to decide if they ll read, forward, delete your email (Exact Target) 51 seconds The average time people spend reading an email 19 Percent The average amount of an email that s read Jakob Neilsen
Design Tips Make sure your font isn t too big or small A good rule of thumb is to use 14-16 pt. for body text and 22-28 pt. for headlines. http://www.aquire.com/blog/post/559/making-hr-big-data-not-so-big
Design Tips Prepare for fat-finger syndrome. Make clickable areas a minimum of 29x44 pixels with a 10 pixel pad. Also avoid using a traditional navigation menu bar. The buttons would be too small and un-clickable. http://elaineeksvard.se/blog/2013/06/26/elaine-ar-sa-sjukt-blast-mitt-ex-glomde-lagga-pa-luren-och-jag-horde-allt/ happy-finger-friends/
Design Tips Images: - May be blocked/use Alt Text - Images are eye-candy. - There are still a number of email clients that block images by default, including older versions of Outlook, Yahoo and many mobile clients. - Some spam filters still "ding" you for low text/image ratio. Single-image emails will more likely land you in the spam folder. - If marketers optimized their emails for image blocking, ROI would increase 9%. http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/
Design Tips
CANSPAM Guidelines Physical Street address in every email Ability to opt-out in every email Indicate it s a Promotional Message
M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content
DON T Buy Lists
Find Your Data Newsletters Site Registrants e-edition Registrants Advertisers Facebook Fans Subscribers Classifieds Contest Participants On-Site Events Deals Subscribers Where else??
Unify Your Data Your Data Circulation Newsletters Contests Classifieds eedition Facebook Fans Advertisers Registered Users On Site Event Registrants 1Comprehensive Powerful Lucrative Database Your Opportunity Triggered Emails for Circulation Retention Subscriber Loyalty Programs Contests & Surveys to Collect Data and Qualified Leads Automated Email Newsletters Data Collection & Targeted Emails on Behalf of Advertisers Data Segmentation for Sales & Marketing
Promote Registration On Your Site
Promote Registration Where You Interact On The Phone On Site Events Social Media
Growth Through Contesting
Contesting (and make money too!)
Contesting (and make money too!)
Contesting (and make money too!)
Steps For Growth Build Your Database Dedicate a position on your site for registration/login Focus on benefits of registering. keep in touch get exclusive offers win (prize) Promote opportunities on your site (banner positions, etc.) Ensure registration is visible above the fold on the website When attending an on-site event with register-to-win prize, ensure that optin language is on any registration forms or better yet, have them enter directly through an ipad/url to a dedicated contest link they can enter via smartphone Promotion in Print, on Social Media Through Contesting Bribery always works
M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content
Value of Email
Email Gets Results
Email Is Effective! Email is the second most effective digital channel for acquiring customers.
Savings & Special Offers Send emails on behalf of your advertisers
Advertiser Offer Categories Some rich categories for special offer emails: Recruitment Healthcare Home Services Automotive Tickets/Events Education Real Estate/Developments/Vacation Homes Gift retailers Florists, Chocolatiers, etc.
Sales Sheets Selling Email Campaigns
Creating Effective Emails: For Advertisers - and you! 1 What s The Message your advertiser wants to get across? 2 Does the email include a Call to Action? 3 Does the email have a Sense of Urgency? 4 Would you open an email with that Subject Line? 5 How does that email look on a mobile device?
The Message Does The Email: Inform Remind Teach Solve a Problem Reduce Risk Extend the Conversation Ask for Participation Entertain
Make your Call to Actions clear, and make the clickable areas obvious. http://urduonlinemoney4u.blogspot.com/2014/09/ads-reward-daily-making-money-online.html
The Call to Action Call to Action must be clear User should immediately understand what you want them to do Make it obvious where to click. Links should click-through to a landing page that supports the offer in the email. Include as: Text Image Link Make it Stand Out Put above the fold (and below) Use color to highlight Make it big
3 Sense of Urgency Print Call Buy Register Enter Words to Use: Subscribe Donate Watch Read Apply
Sense of Urgency
Subject Lines A good subject line: Makes an announcement or shares news Makes the reader curious Creates a sense of urgency Emphasizes the benefit from opening your email Uses Title Case 50 characters or less A bad subject line: Is misleading (and therefore out of compliance with CAN SPAM regulations) USES ALL CAPS Excessively punctuates!!!!
Subject Lines Mobile Devices have smaller screens, so recipients see even shorter subject lines. Android truncates at 24 characters and Apple truncates at 31. Put the action words/important info first. Think: Would YOU open an email with that subject line? mequoda.com
7 Additional Revenue Streams Through Your Email Database
Birthday Emails, With Gifts
Multi-Sponsor Contests With Coupons to Drive Store Traffic Nearly 800 entrants 12 advertisers Increased profile data on subscribers Leads for advertisers
Multi-Sponsor Contests With Coupons to Drive Store Traffic
M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content
Collect The Right Information And Don t Ask for it Over and Over again 1) First Name 2) Last Name 3) Gender 4) Date of Birth 5) Zip Code 6) Email Address 7) Opt In Optional: Categories of Interest
Registration Information
Turn Your Data into Dollars Use the data you collect to target relevant email marketing messages... and generate more revenue. Zip Code Targeted Emails List Size: 41k Revenue: $40k Birthday Emails $1,200-$18k Contests Newsletter Lead Generating Surveys List Size: 13k Revenue: $30k Special Offers Newsletter List Size: 40k Revenue: $250k
Research Your Readers
What Rewards Do THEY Want?
What Rewards Do THEY Want?
Survey Shopping Habits
Show the Advertiser the Value
Make Money with Data
Advanced Data Collection: Lead Generating/Multi-Sponsor Contests
Lead Generating/Multi-Sponsor Contests Promoted Across All Channels
Lead Generating/Multi-Sponsor Contests Sponsor Survey Follow-up Savings Emails to Survey Participants
M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content
What s It All About? Filtered Messages NOT batch and blast Permission Based NOT SPAM Design for All NOT one big image The right messages. To the right people. At the right time.
Weekly Headlines
Breaking News Sponsored
Sports News Business News
Renew Your Subscribers
Promote Your Events/Products
Community Connection
Drive Site Traffic Business Newsletter doubles site visits to Business web pages on Fridays
Revenue from Contests & Generate Editorial Content Submit their Love Story for a chance to win a bundle of prizes from 9 advertiser sponsors = $2,000 Revenue. Entrants Receive savings offers.
Revenue from Contests & Generate Editorial Content
MAKE YOUR OWN MAGIC
MAKE YOUR OWN MAGIC Unify Your Email Lists Make Emails Mobile-Friendly Acquire New Email Addresses - Organically Generate Revenue through Emails & Lead Generating Contests Collect the Right Information Create & Deliver Compelling Content
How Are These Paper s Doing It? Presslaff Interactive s Dat-e-Base Platform to Unify, Grow, Engage & Monetize The Database Email Marketing Promote Your Print and Digital Content Acquire/Re-acquire Subscribers Send Email Campaigns on Behalf Of Advertisers Contests Build The Database Identify Prospective Subscribers Generate Advertising Revenue Surveys Learn more about audience interests Generate Qualified Leads for Advertisers Acquire data to support marketing and advertising sales Presslaff s Ongoing Support Strategy Development Sales Training Pre-Packaged Sales Campaigns
Questions? Michelle Novak (203) 857-4277