Email Marketing W5

1. Email Marketing W5 Dan Belhassen greatBIGnews.com

2. About your presenter • Dan Belhassen • Founder and President of Modern Earth Inc., an Internet technology company • Website creators, online software developers, search engine consultants, mobile app developers, elearning specialists, new media marketing specialists • Find me in my booth if you want to follow up • Presentation available at http://modernearth.net/lern2012

4. WHY EMAIL MARKETING

5. WHY

6. WHY But.. I heard that email was dead?

7. WHY Email has replaced traditional mail. Still most popular “long form” option.

8. WHY Email is still highly effective.

9. WHY Email usage is holding steady.

10. WHY “66% of those surveyed said they had made a purchase because of a marketing message received through email.” “Consumers who subscribed to email newsletters generated 34.25% more product.” “The vast majority of responding companies (72%) rate email as 'excellent' or 'good' for return on investment.”

11. WHY Should form part of your marketing toolkit. Along with…

12. WHY Should form part of your marketing toolkit. Along with…

13. WHO TO SEND TO

14. WHO

15. WHAT TO SEND

16. WHAT “55.9% of respondents cited knowing and trusting the sender as the primary reason for opening an email.” “Seven in 10 US Internet users said they judged these "from" and "subject" lines when deciding whether to report an email as spam.” “79% of the respondents said they hit the "report spam" button when they don't know who the sender is” “Including the company name in the subject line can increase open rates by up to 32 percent to 60 percent over a subject line without branding. “

17. WHAT subject from

18. WHAT What Kinds of Subject Lines Most Attract Your Attention? • 55.2% - Clearly State the Offer • 49.6% - Discount or free shipping • 48.8% - Brand name or sender • 33.8% - Curious • 30.3% - Promise immediate answers (download or survey) • 18.7% - Short • 15.2% - Promise to solve a specific problem • 14.1% - Funny • 11.0% - Has my name in it

19. WHAT Subject lines that will motivate opening:

20. WHAT Product information in retail emails that will motivate clicks

21. WHEN TO SEND

22. WHEN Time of day online users check personal emails at work

23. WHEN When online users check their email

24. WHEN Where online users check their email

25. WHEN How often moms would like to be notified by retail emails

26. WHEN

27. WHEN You must EXPERIMENT and DISCOVER When is the best time to have your audience TAKE ACTION

28. HOW TO SEND

29. #1 Create Targeted Lists

30. #1 Create Targeted Lists • Don’t just have one large list! • Target your best (repeat) customers • They are most likely to re-enroll with you

31. #1 Create Targeted Lists • Separate list based on interest area • Attended a course category in last 24 months • Computer, photography, gardening, business, health • or separate by demographic • Senior, Youth, Family • Or both!

32. #1 Create Targeted Lists

33. Sample “General” template

34. Sample “GenX” template

35. Sample “GenY” template

36. #2 Maximize Opens • The “open decision” will be based on • The From address / Identity • The subject line

37. #2 Maximize Opens • From Address • Composed of a NAME and EMAIL ADDRESS • Usually only the name will be visible • Clearly identify who you are • Critical for credibility

38. #2 Maximize Opens Name of Sender

39. #2 Maximize Opens • Assuming credibility is established… • The subject line says what the message is about • Make it clear enough to help the receiver delete it • WHAT? Yes! • They should be trained that the subject line is directly related to content • Overall open rates will improve over time • But what makes a good subject line?

40. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group

41. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group • Use your statistics to improve your success

42. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group • Use your statistics to improve your success 17% 23%

43. #2 Maximize Opens • Which are better for your audience? • Specific deadlines • Price (eg: discounts) • Urgency • Don’t miss out on great fall courses! OR • Fall course calender now available

44. #3 Use “calls to action” • Tell your subscriber what to do! • Clearly communicate the next action they should take

45. #3 Use “calls to action”

46. #3 Use “calls to action”

47. #3 Use “calls to action” Classy art Everything on one page 1 2 3

48. #4 Targeted Follow ups • Most email marketing systems will provide • Everyone who opens a promo • Everyone who clicks on a link • Create a follow up list based on opens and clicks • Send a targeted follow up

49. Sample initial promo

50. #4 Targeted Follow ups • Sample follow up