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How to build an Email Strategy

Express Course about digital Strategy. <br>

MarketingTipsPro
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How to build an Email Strategy

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  1. EMAIL STRATEGY How to create it for your site The educational presentation was prepared by Vladimir Klykov, MarketingTips.Pro

  2. 2 Types of Emails Sequences Broadcasts Transactional/Notifications Any email that is triggered by a user’s interaction with a website. For example, when you register on a site - you receive an email with your registration info. It’s a list of emails that follow each other in arranged order . When you create such a list, you should know the segments of the audience that will be interacting with your emails. Are regular emails to your audience (often weekly). Usually, a company sends news, special offers, links to interesting materials, etc in them. A newsletter is the most effective way to maintain regular communication with your clients.

  3. 3 Transaction Emails Content that the client should check or confirm • Email address confirmation • Registration confirmation • Order confirmation • Order refund • Payment confirmation • Account termination • Shipping update • Shipping notification • Delivery notification • Customer support • Password resets • Others Example From ReallyGoodEmails

  4. 4 Notification Emails Allow the user to be notified each time when a particular event happens • Changes in your account • Birthday email • Back in stock • Feedback emails • Thank you email • Shopping cart abandonment email • Others Reactivation Emails -are sent to subscribers who have previously interacted with brand, but haven’t continued to engage. Source: Pinterest

  5. 5 Emails in sequences It is a list of emails that follow each other in arranged order. The most popular types of sequences: • Follow-up sequence for prospects • Follow-up sequence for clients • Lost client sequence • Reactivation sequence • Abandoned shopping cart follow-up emails • Shoppers browse or search on a site but don’t buy follow-up • Time to repurchase or replenishment emails

  6. 6 Follow-up sequence for prospects The primary purpose of a follow-up sequence is to convert leads into clients. They have several variations that depend on what product is sold. Example of such a sequence: “Thank you letter” with a link to a white paper A letter with the most interesting materials on your blog A letter with a link that provides free access to your educational video A letter that has a checklist or how-to list Other educational or informational letters A sales letter that describes how your product (e-zine, course, tutorial, etc.) can solve a person’s problem with CTA to buy this product A sales letter that with a proposal a discount etc.. A sequence for the clients

  7. 7 Follow-up sequence for prospects Example 2: This sequence starts to sell a product immediately. As an example, you can see a list of such emails below: “Thank you letter” for subscribing and representing the account manager who can help to answer all questions about a product (A Call-To-Action button is “Contact to the manager”) A letter that describes the benefits of using the product with a CTA to buy it A letter that describes the benefits of using the product with a CTA to buy it A letter with case studies and recommendations about how a person can use this product A letter with an exclusive offer to purchase the product with a discount A sequence for the clients

  8. 8 Follow-up sequence for clients When a person buys your product, he becomes a client and starts to receive a sequence for the clients. This sequence has several goals: Stimulate the customer to buy more products from your company (up-sales) Encourage the customer to use this product more often or longer (the main aim is to increase the lifetime value of each customer) Encourage the client to share information about a product among his friends and get positive public feedback about the product.

  9. 9 Follow-up sequence for clients Example: A letter with a proposition to leave feedback about a product and get a discount on the next purchase ( a CTA button: “Leave your feedback”) A letter with a review of stuff that people often buy with the main product (a CTA button: “Buy them now”) A letter with a description of a VIP program or a Loyalty program that exists in your company (a CTA button: “Join Now”) A letter that promote your referral or affiliate program Other emails The length of such a sequence depends on how many products and services you have. Please, remember that a letter must consist at one primary topic and CTA. The average number of letters in such a list is 10-15.

  10. 10 Lost client Follow-up sequence  It must stimulate feedback about why they left your service or show them good reasons to become your client again. Clearly, if your product has problems, a dissatisfied customer is unlikely to return. So the first letter should have a topic like: “Provide feedback and Get something Valuable” (sometimes we only send on letter). Use this information as a cornerstone when you create a “Lost client sequence.” The letters in this list must propose solutions that help fight against customers’ disappointment or consist of discounts for the next service

  11. 11 Lost client Follow-up sequence Example: A letter: “Give us your feedback and get free usage of something.” A letter that describes how we can help solve any issues with your account. Just write to us. A letter: Don’t you like to manage your account? Spend $100 more and become our VIP client, we will manage your account instead of you. A letter that provides a 30% discount to clients who stopped using your service. Limited Time Offer. The letter that proposes a PRO account at the price of a Basic account Other letters that stimulate a client to come back.

  12. 12 Advice • Don’t spam your audience - make a scheme that accounts for how many each client receives (not more than one email per day) • Be sure that emails are interesting and engaging • 1-3 rule: One email - one topic - one primary CTA • Test all your emails. Use service that has a feature that does this

  13. 13 Broadcasts (Newsletters) A newsletter is the most effective way to maintain regular communication with your clients. Also, letters with special offers are a popular method to increase your sales in a short period Examples of letters’ subjects for your broadcast: • You will be stunned! Check out Women’s New Arrivals • Digest: 10 the most read articles in our blog • X-mass offer! 50% Discount! Hurry up! • Write a review about us and get a $50 Bonus in your account • We released a new version of our product. Now you can do more! You should achieve the next goals: • Increase a conversion rate from leads to clients • Increase a lifetime value of each client (average check, time of service usage, return from lost to active clients) • Get a valuable feedback from your existing audience

  14. 14 Priority in the email creation process Transactional letters Welcome emails, Order confirmation emails, emails with Purchase Details, etc. 1. 5. $ Separate Emails Vip clients, customer support, etc. Triggered Emails Abandoned Cart, a person viewed specific products, etc. 2. Follow-up sequences Registered user Follow-up, Client Follow-up, etc. Broadcasts (Newslettes) Special Offers, News, How-to instructions, etc. 4. 3.

  15. 15 The main KPI for tracking effectiveness of all email activities The most important indicator is how many sales (income) your letters generate. Other popular indicators are: Delivery rate – shows how many letters were delivered to your subscribers. It indicates the quality of your email list, and how many email addresses exist and were not banned. Spam Rate – shows how many subscribers complained about your letter.  A high spam rate means that your letters aren’t relevant to your audience. Also, it means that your account or domain might be banned by the email service provider soon. Open Rate – specifies how many subscribers opened your letter. By this indicator, you can figure out the attractiveness of your domain name and letter’s subject Click-through Rate – indicates how many clicks were made by your subscribers in a letter. Often, the click rate is the most important in demonstrating if an email is attractive to subscribers. Visits (Site Traffic) – shows how many users visited your site using links in your emails If you are eager to know more about email marketing KPIs for your business, you can read this article.

  16. 16 Popular Email Software Email Service Providers: Monitor email activities of your competitors: • Mailchimp • Aweber • Sendgrid • Getresponse.com • Infusionsoft.com • Sendwithus.com • Campaignmonitor.com • Zoho.com • EmailStrategy.net • Emailinsights.com Inspiration: • Reallygoodemails.com Email Templates: • Themeforest.net

  17. THANK YOU!

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