Title slide Email Marketing in a Candy Crush

Title slide Email Marketing in a Candy Crush World

122, 500, 453, 020 emails sent every hour 72% US adults use email via mobile/30% read it exclusively on mobile 68% consumers prefer email to get commercial messages 81% online shoppers more likely to buy from emails 66% consumers have made a purchase as a direct result of an email One in five consumers read every email just to see the offer The average person gets 13+ promotional emails from brands daily Email: biggest marketing channel on Black Friday, with 25% of orders

Part of well-balanced breakfast Paid advertising In-store & POS Website Word of mouth Guerilla marketing

Typical marketing plan Good so-med schedule article: https: //blogs. constantcontact. com /social-media-postingschedule/? rmc=blog_sub_em&M= D 9 FE 2 AB 8 -F 4 E 4 -49 E 7 -8 BC 9 -

Easy as 1 -2 -3 Right message Right person Right time

Right message

Right message Why am I getting this? How will this make my life better?

Subject line Split-second decision >50% open mobile 30 -40 characters 5 -8 words Real name in FROM line

Pre-header Message preview Supports subject line Front-load important info 10 -18 words Watch ellipses…

Part art, part science Psychology: get in their head Solve their problems Words to use & avoid Character counts Don’t trip spam filters

The art part Question: Make a connection Command: Be direct & take action Teaser: Pique interest List: Easy to understand & consume Announcement: Got something new? Just say it.

Three Be’s Be Brief: 5 to 8 words, 30 to 40 chars Be Bright: Be creative and personal Be Gone: Provide sense of urgency, set expectations

Good examples What does your audience like? What is your biz personality? What’s your message?

The science part Spam words: Free, guarantee, credit, sex ALL CAPS: ENOUGH SAID Punctuation & $ymbol$!!!! Misleading/missing subject line: Match content. Never leave it blank or use RE: as a fake a reply.

Spammy-est words of all time

Body TL; DR - only long as it needs to be-not a word more. One idea. ONE. Good pix Strong & obvious CTA Drive to website: info/shop/register/buy Link to social sites optimal length: 20 lines, 1 -3 images* (*see above) Personalize

Audience of one Make it personal Whether your list is 5 or 5000, Talk to me. Use first person: I/we & you/your Say my name Know my name? Automatically include it to keep me engaged. But don’t overdo it. That’s just creepy. Provide value Fix my problem and I’ll read your emails. Make it snappy Keep your content snappy. If it takes longer than a minute to get to the point, rework it.

Oops!

Images Your own pix Stock photos Your phone image editor Free image editors

Images

Creative execution Be relevant Be personable, be your brand Coordinate message (POS, paid, web, social) Use consistent elements (logo, colors, pix) Stick to a few templates

Mobile-friendly 1. Concise design & content Screen real estate is precious; keep it clean & simple. 2. Single column template Multiple columns require zoom/scroll to see everything. 3. Clear CTA Make it easy to find and click. Finger = mouse.

Mobile-friendly 4. Strong contrast, readable fonts Use min 14 pt font body, 22 pt headlines & strong color contrast. Think battery saver & sunny days. 5. Take it easy on images Images may not show. i. Phones auto-enable; Androids don’t. Use alt text. 6. Always-always test on mobile! Look good on mobile? It’ll look good on desktop.

Right person

Right person Know thy customer Segment by goal – nesting dolls: action > audience > message Different people, different needs: • Current customers • Hot prospects • Old customers

Understand your audience Ask: Send a short survey (3 Q’s) to find out what your readers like/want to read more about. Reports: Which links are getting the most clicks? Look to see who is clicking what. In-person: Write down customer questions & feedback, use it as content.

Right time

Right time Timely events & info Seasonal, cyclical Day of week – be at top of inbox Time of day Tue & Wed, 3 PM Calendar will help ID choke points in messaging

Cyclical messages Seasonal sales periods (Christmas, spring planting, tax day, back to school) Holidays & calendar events Lifecycle milestones (new products, updates, renewals)

Landing pages/destination clicks Target your demographic Talk their language Reward them: they clicked, now deliver More info=MORE INFO Ever smaller hoops: meet expectations to build trust

Email time!

Email design checklist 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Recognizable FROM? Reply address right? Short subject line? Pre-header look good? Logo link to site? Images support message? Colors & styles match brand? Large header, normal body text? CTA button? Strong command? Footer complete? Add all your social buttons? Send yourself a test?

Email design checklist

Email design checklist 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Recognizable FROM? Reply address right? Short subject line? Pre-header look good? Logo link to site? Images support message? Colors & styles match brand? Large header, normal body text? CTA button? Strong command? Footer complete? Add all your social buttons? Send yourself a test?

Samples

CBIZ one-two

Leverage content

Don’t forget! FINAL PROJECT REMINDER! Ok, you were reminded.

Analytics, list building, open/click matrix, contact, email service throwdown, planners & worksheets

Title slide Email Marketing in a Candy Crush World

For tonite Analytics List building More stuff Email service throwdown

Analytics

Analytics Tracks all sorts of cool stuff Measures how you’re doing Helps you decide what to continue, improve

Tag ‘em Great way to attach unique attribute to contacts Dog owners Loyalty club Local customers Men/women Easy way to subset your lists for better targeting

Drill-down. Waay down Opens/clicks/DNR Review lists, tags Individual records Poor man’s CRM

Bounce report Remove bounces after 3 tries Dilutes your stats Pay for contacts (good or bad)

Fixes Typos Check/re-upload list Double-entry?

Click “recommended for removal” Non-existent Undeliverable Suspended Blocked Mailbox full Vacation/auto reply

How to use analytics Openers & clickers – tag ‘em – they took action Non-openers – resend a week later (maybe change subject line) Bounces – review, repair, remove

Is this stuff even working?

Open/click matrix

A/B testing Split target list Change ONLY ONE variable: send time, artwork, subject line, copy, CTA, offer See which worked best, stick to it

A tale of two images

Simpler design performed better

List building

List building Blog/newsletter Website POS email gather Facebook & social Online shopping site Text-to-join Paper & pencil

List building

List building

List building Tell them: The value of signing up What will receive How often they’ll hear from you Better response rate comes from opt-ins & avoids spam complaints.

Keep your lists tidy Monitor bounces Update lists regularly (a la carte, batches) Import add’l contact data (address, cell, category, offer, etc) Contact form simple – name, email (maybe phone/address) – MORE fields, lower completion – likely using mobile (fat fingers)

List churn Unsubscribes going up? Make sure you’re sending what you told your contacts you would. Hard bounces (invalid, typos)? Review and remove bounce lists more often.

More stuff

More tools

Drip & autoresponders

Marketplace apps

Frequency Experts say 6 -15 emails per month for best read rates, but whoa! Amazon, ebay, retailer, corporate newsletters are tireless – smarter than us, learn from them Your habits – what do YOU read? Delete? Why? Anything to learn?

More learning Use personal email when possible (tied to phone) Aim for CTA above the scroll Make sure From: is you/your biz name Use communications calendar to plan promos Use CC as poor man’s CRM Refine targeting - don’t spray-n-pray

Even more learning FREE: CC & other email co’s Help site Blogs & newsletters: https: //blogs. constantcontact. com/ Youtube & Slideshare Sign up for other emails PAID: Email company biz builder service

Email service throwdown

More learning presos

Hard copies Email tips guide Email design checklist Campaign measurement worksheet Marketing campaign planner Content checklist List growth checklist Subject line tips