billboards, cold calling, ads. technology is making these less effective and more expensive. The Core principles of email marketing:
- Rise of mobile devices
- The significance of segmentation
- The power of personalization
- The importance of data-driven analysis and optimization
Email has to be mobile optimized to be effective. Sustained success with email:
- Stakeholder buy-in and commitment
- An understanding of email’s role in your business
Timing, Frequency, and Content to improve your emails, personalize messages, deliverable score high, and improve the database. Work Together to decide: when is the right time to send an email and when is not. How often should you send emails? How many emails should a lead receive? A customer?
A feature of a good email service provider: connected to a contact database, ability to analyze the success of your email sends, ability to send automated emails based on user activity, have a landing page and form functionality for generating leads. Important decisions to make include how will lead nurturing be used in your business?, How many emails is too many emails?, What role will email play in the way you communicate with existing customers? Email marketing plays a primary role in the Close and Delight stages of the Inbound Methodology.
The integration of Email marketing is still so effective because it’s a channel that’s connected to your contact database. This allows you to create a personalized and contextual message.
Having your contact database have all social media handles to send timing with social media marketing personalized and contextual messages. Lifecycle marketing is how you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.
Questions to ask about your email recipients: Are they a new subscriber to your blog doing research on a problem they have? Are they currently evaluating your company in relation to your competitors so they can determine who to buy from?, are they a customer who just purchased, or have they been a customer for some time already?, 73% of leads are not sales-ready and email is one of most effective ways to nurture leads. Email is a great listening device. Email aligns sales and marketing. Sign up for the free trial, see us at the tradeshow. Marketing an learn from sales: what messaging resonates with your ideal customer, the challenges, goals, and pain points of your prospects, which offers best generate these ideal customers, and what content to create. 56% of U.S. email users unsubscribe from a business or non-profit email subscription because the content is no longer releva\nt. Loyal customers are worth up to 10x as much of their first purchase. 8% of companies truly deliver a superior customer experience. Email is a flexible customer success tool that offers light-weight support to your customers, responds to inquiries and requests quickly and efficiently, stay in communication in-between phone calls, and provide access to additional products and services of value.
Lifecycle Marketing for leads: map the content in your emails to the buyer’s journey, identify touch-points in your marketing and sales process.
The Buyer’s Journey is the research process a buyer goes through leading up to making a purchase. Potential key touchpoints: subscribing to your blog, filling out a contact form, requesting a consultation, and downloading a key offer. Lifecycle marketing for customers capture the right data and map out the important parts of the customer lifecycle. Three customer stages include new customers, ongoing customers, and evangelists.
Can you answer these questions?
- Why did your customers purchase?
- What does success look like to them?
- How will they measure success?
- How can you help them be successful quickly and sustainably?
Using email with new customers: new transactional emails, welcome emails, confirm appointments, and recap meetings. Three rules for ongoing customer success is providing value, listen for cues, and pay attention to context. Evangelists are customers who believe so strongly in a product or service that they freely try and convince others to buy or use it. Creating evangelists using email to provide exclusive access, give customer discounts, and create a referral program.
Customer evangelist programs: social communities, case studies, testimonials, and customer reviews. Asking the folks that work with your customers is the best way to determine the right channel to communicate an update. Quality of email database, lack of strategy, lack of integration, lack of segmentation, and lack of relevant content. Segmentation empowers marketers to do relationship-driven marketing that drives results. Segmented email campaigns should improve opens, unique opens, clicks, bounces, abuse reports, and usnubs. Lists are different ways that you break up your contacts into smaller segments based on their similarities. Your contact database is a place to keep track of all the people and companies that have a relationship with your business. Qualities of a good database allow you to include see the whole picture of every contact, aligns marketing and sales, and seamless integration with every tool you use. Your contact database is the nerve center for all of your Inbound Efforts. Best practices for segmenting your contacts: make sure your database is accurate and up-to-date, determine your segmentation strategy, and segment your contacts using implicit and explicit data. A contact is anybody your company communicates in the course of doing business. A contact property stores information about an individual contact. A company property stores information about a group of contacts. Store information: Website activity, email engagement, social media activity, form submissions, conversion information, integrations. Surface information: personalize email, build lists, trigger marketing automation, define personas, lead intelligence. Keep your contact database up-to-date by uploading all current business contacts, track contacts as they move through the buyer’s journey, set up and maintain integrations with other software, and keep your data clean. Who they are, where they are in the purchase are two key segmenting opportunities. Buyer personas are semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. Company-related segmentation: company size, company type, industry. Role-related segmentation by department, seniority, and function. Behavior-related segmentation: conversion events, email opens, and page views. Marketing intelligence related segmentation includes social media data, original source, and web analytics. Engagement rates decrease as mailing size increases. Explicit data is information that is intentionally shared between a contact and a company. What prospects tell you about themselves is only the surface of what you can discover. Implicit data is information gathered from user behavior.
Explicit data includes contact information, company information, form submission, and surveys. Implicit data is social media engagement, email engagement, web analytic history, and conversion data.
Build separate lists for your subscribers, leads, and customer. These lists ensure that you send the right person the right message at the right time. Personas give you a clear picture of who will be receiving your email. Create lists based on engagement: everyone who has visited your blog in the last 90 days, All leads who have visited your pricing page, all leads who have opened an email in the last 30 days, and all leads who found out about you through a specific source. Create lists that measure email health: contacts who have unsubscribed, contacts who have bounced, all ineligible contacts, contacts who have not opened an email in the last year.
Email marketing has an ROI of 4,300%. Best practices for high-performing emails: determine a good primary goal for your email, optimize your email for opens, compel your reader to action. The 5 W’s for each email: who, what, when, where, and why. Then How. Clicks and opens are not appropriate primary goals for an email sent. Identify a clear action that you can quantify like registering for a webinar, downloading whitepaper offer, subs.
Crafting a great subject line: shorter is better, front-load important words or key phrases, avoid salesy language, keep it straightforward, personalize when appropriate, Mix it up. Tips when choosing your fro the name and email address:
- Use a company address, not a free webmail account
- Don’t send emails from no-reply
- Use an address that indicates the purpose of the send
- Customer lifecycle should dictate who the email comes from
Writing effective email copy: write for scannability, use the right tone, personalize when appropriate, make it readable on any screen, proofread, proofread, and mix it up. Create a 1 to 1 Conversation by using: Name, Location, Interests, Behaviors, Content Downloaded.
Preventing errors in your email: send yourself a test. Check it on your computer and your phone. Try to read your email without images, click on all of the links, make sure your unsubscribe link is working, check to see if there’s a plain-text version, test your email in popular apps and programs. The function of a call-to-action is to take the reader out of the inbox. Ask yourself: what do I want the reader to do?, Why should they do it?, How will they know how to do it?. Make each component of your email a call-to-action: Link images to your offer’s landing page, hyperlink the appropriate copy in the email, edit alt-text of images and CTA’s, and modify preview text. CTA’s should be no less than 44px by 44px. Most image-based emails preferred. Images in B2B vs. B2C emails as a general rule of thumb:
- B2C – People want to see features, colors, textures and more. Images let people see the product
- B2B – Use 1 or 0 images so as not to distract people from converting.
Email design best practices include pick a primary goal, write and design the copy, and create a consistent experience. Deliveries, clicks, and opens are metrics, not goals. Analysis paralysis is the state of overthinking that stops people from making a decision. Writing effective email copy includes writing for scannability, using the right tone, personalizing when appropriate, and proofread, proofread, proofread. Grab attention, build anticipation, and have a call to action. Use the inverted pyramid by Vero. Communicating with design use headers and subheaders, use font, bolding, italics, numbers or colored text, but not underline, be deliberate about the top 25% of your email, and if you are going to use multiple calls-to-action, stack your content. Reduce information density. White space – negative space, refers to the part of your emails that are left unmarked. An email client is a computer program that allows you to access and manage your email. Email design and website design are different. Email layout design guidelines provide a link to an online version, 600 pixels is the ideal width, lean away from HTML/CSS-based positioning, and stick to table-structured positioning. Email images and styling tips:
- Add alt text to your images
- Avoid creating your email as a single image
- Avoid using background images
- Don’t use externally-referenced CSS
- Define width and height of your images
Facts about Mobile and email: 54% of emails are opened on mobile, 81% of smartphone users say email is the most popular activity they use their phone for. When asked, 41% of readers say they wanted emails that can clearly be read on smartphones. Simplify emails. Less is more. Designing for mobile devices:
- Use mobile-friendly templates
- Move your call-to-action above the fold
- Put the navigation in the footer
- Fond should be minimum 14pt font
- Avoid the “wall-of-text” by using line breaks
- Your call-to-action should be at least 44 x 44 pixels