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Topics in Technology and Marketing Push Marketing: Email, PPC and SEM

Topics in Technology and Marketing Push Marketing: Email, PPC and SEM. Email marketing. Email is not digital direct mail 3 dimensions, not 2 Multi-media SPAM button Implications of emails tagged as SPAM Send enough poorly executed emails, and you are out of business. Email sales funnel.

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Topics in Technology and Marketing Push Marketing: Email, PPC and SEM

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  1. Topics in Technology and Marketing Push Marketing: Email, PPC and SEM

  2. Email marketing Email is not digital direct mail 3 dimensions, not 2 Multi-media SPAM button Implications of emails tagged as SPAM Send enough poorly executed emails, and you are out of business

  3. Email sales funnel Subject line - where battle is won or lost Directly linked to Open Rate If successful: Higher Open Rate Higher Click-Through Rate If unsuccessful: Lower Open Rate Email tagged as SPAM 4-6 words is optimal Key to good subject lines: WIIFM Tips, tricks, lists, numbers, percentages

  4. Email sales funnel Content Less is more Keep it simple Pick a topic and stick to it Be relevant Be personal ABC – Always Be Closing Minimum of 3 CTAs Top, middle, bottom Test different CTA copy for each link Can't do that with DM

  5. Nobody reads your emails People don’t read emails, they scan them Headlines, subheads, bullets are essential That’s all that will be read It’s all about the “F” F-shaped reading pattern • http://www.imediaconnection.com/content/22383.asp

  6. 4 delivery outcomes HTML with images Pretty – just like a web page HTML with no images CTA buttons disappear! CTAs must be hyperlinked text Text only No images No hyperlinks CTAs must have URLs that can be copied and pasted into browser Mobile Emails must be tested for both Apple and Android

  7. Know your audience Email skews older • http://tomcuthbert.posterous.com/e-mails-big-demographic-split-via-nyt

  8. Landing pages The forgotten half of email marketing Email CTAs must link to a dedicated LP Not to a Home Page or Product Page LP must: Appear similar in style to email Relate to the email offer Offer additional in-depth sales content Videos, demos, calculators, testimonials Provide even more CTAs

  9. 7 Pillars of good landing pages Clear CTAs Benefit-focused content Message consistent with email Trust elements e.g. privacy policy, testimonials, etc. Simple and straight-forward No distractions e.g. extraneous navigation options Continual testing • http://www.mpdailyfix.com/7-ways-to-improve-your-landing-pages/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MarketingProfsDailyFix+%28Marketing+Profs+Daily+Fix%29

  10. Anatomy of a perfect landing page • http://www.formstack.com/the-anatomy-of-a-perfect-landing-page

  11. Questions?

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