Email marketing for online retailers (it’s the bomb)
Kimberly Palmer, NoteMaker.com.au / Telegram Co.
What I want you to get out of today...
...is just ONE GREAT IDEA you will implement.
A little about NoteMaker.com.au Australian based, but ship internationally Eight years online. Approx 80 brands sold, including Moleskine Online only store (but part of Telegram Co which is also the exclusive distributor for approx 30 brands) A profitable retailer Built on Magento - but now backed by Netsuite
Email database of 55,000, usually 2 email campaigns per week (using Mailchimp) Inhouse design, inhouse photography, inhouse marketing, inhouse copywriting
In a nutshell: We sell amazing stationery
Who am I? 23 years in marketing & 16 years of email marketing Past entrepreneur: Networx Marketers Meetings Have worked for...Primus Telecom, Wishlist, VicSuper, Parks Victoria, IBM, CoPP, Internet Conference, Mercedes-Benz...and too many others to mention. Current role: Marketing & eCommerce Manger, Telegram Co (retail sites NoteMaker.com.au & TelegramOpenHouse.com).
Want to know more? LinkedIn: https://au.linkedin.com/in/kimberlypalmerideasgal
The value of email marketing to our business? 2nd highest source of traffic AND revenue (just after organic) 2nd highest conversion rate (just a little behind paid search) Lowest bounce rate & most pages per visit Every time we send an email we make sales
Why is email marketing an online retailer’s bestie? People religiously check their email You own the list You get to customise (and segment) your message You are in more control than Google for once (well, mostly!) You can do it a whole lot less than social and get a MUCH greater return
It SELLS ‌ and the ROI is great.
Can email still be innovative? Of course! In three ways: 1.
Tech
2. Content 3. Use
1.Tech - Cool tools & getting more from existing You’re in the perfect place to learn more...and there’s always more to learn! Integration (your own systems, other marketing systems) Custom messaging (by audience, by behaviour, by past purchases) Automation (remarketing, RSS to email, welcome emails, abandoned cart, it’s been a while) But...are you at a scale that your investment has a decent ROI
2. Content - Put in the thinking...and the work Design: Make it look amazing Remember your words Be a little unexpected, esp for online Take the opportunity to educate your audience (they want you to!)
Hint: It’s not just about discounting
3. Use - New ways, interesting ways, clever ways Consider…. Engagement - You’re not JUST selling Automation - What can you ‘set and forget’ (for a few months anyway) How can it build your business beyond increased sales
Jetpens subject line: New Guide to White Inks, Clairefontaine Clothbound Notebooks, Pilot Refillable Whiteboard Markers, Free Baron Fig Notebook Offer, and More!
Don’t let new school tech get in the way of old school marketing Tell a story The value of time limited offers
Understand your audience...and respect your audience Make it worth their while
Don’t let new school tech get in the way of old school marketing Ask for referrals, sharing and forwards Seek out partnerships
Track your results Run a campaign, don’t just send an email
Break some rules Long copy Long subject lines Frequency
One final thought...before you hit send Proof. Then proof again. Then have someone else proof it. Then check it one last time.
Thank you! Questions?
Kimberly Palmer, NoteMaker.com.au / Telegram Co.