Presenta(on Outline • Fundamental Principles • 8 Tips for Email Success • Recap
Fundamental Principles
3.9 182
billion email addresses
Email Sta)s)cs Report – Radica) Group 2013
billion emails/day
73% of Marketers say that email is core to their business* 91% rate email marke(ng as somewhat effec(ve to very effec(ve*
*SalesForce Marke)ng Cloud 2015 State of Marke)ng report
What is Email?
1 to 1 communica(on between
humans!
Subscriber First!
Providing value, u(lity and ease for your subscribers is your FIRST priority.
Subscriber Experience • Relevance • Timing • Previous Email • Open Environment • Sender • Subject line • Pre-‐header
Subscriber Experience • Headline • Body • CTA • Landing Page
List Growth Tac(cs
List Growth • Email Opt-‐ins only • Put sign up forms everywhere • Tell people what to expect on the form but keep descrip(on brief (ex: “sign up for our weekly newsle\er”) • Keep form brief
8 Tips for Email Success
Tip 1:
Create a welcome email.
Welcome emails:
• Confirm receipt of sign-‐up
• Make them feel welcome • It’s the classy thing to do
Welcome Email for Couples
Tip 2:
Pick a schedule and s(ck to it. Keep a regular schedule – this keeps your subscribers!
Tip 3:
• Easy to scan • Easy to navigate • No heavy text • Clear CTA
A CTA for Everyone Tip 4:
Not everyone is ready for your highest commitment ask. Give low commitment op(ons so that everyone has something to click on.
A CTA for Everyone
>20% Be\er on Conversion Rate
Tip 5:
Segment your lists.
• Don’t send the same content to everyone.
• Take a look at what you know about each subscriber and try to connect with them on their interests.
Segment lists and send targeted content:
• Connect with the audience
based on what you know about them • Listen to them and conCnue the conversaCon
Tip 6:
Have a second set of eyes on important sends.
But it’s not the end of the world if you make a mistake.
Some(mes you can send an “Oops” Email
Tip 7:
A/B Test when you can.
• Start with subject line
• Next try CTA and (me of send
Tip 8:
Make sure your emails look good on mobile.
*E-‐Dialog
>70% of email opens happen on mobile device 63% ignore or delete emails with a bad mobile experience.*
Let’s Recap!
Fundamental Principles • Think of email as a 1:1 communica(on • Think “subscriber first” • Only send emails to true opt-‐ins • Consider the full subscriber experience before you send
8 Tips for Email Success 1. 2. 3. 4. 5. 6. 7. 8.
Send a welcome email Keep a regular email schedule Emails should be short Have both low and high commitment CTAs Segment your lists Triple check your work AB test when you can Think about your mobile experience
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