Email Marketing Strategy Silvia Baena e. Commerce & Marketing Director silvia@silviabaena. com Twitter: https: //twitter. com/grinais www. silviabaena. com www. nidraseras. com
INTRODUCTION Facts to take into account when designing an Email Marketing Strategy: 1. Current situation, Numbers and Trends in the Market 2. Business Opportunities and Marketing Plan 3. Building you own Email Marketing Strategy: Best Western Practices 4. Metrics: KPIs 5. Legal Concepts for Database. Treatment
2. BUSINESS OPPORTUNITIES AND MARKETING PLAN Since the World is CONSTANTLY changing WE need to Think About Ø Our Consumers: Age, Segmentation, Location Ø Our Objectives: Return of Investment ROI Ø How to Create Relevance and Grow Lists Ø When to Send Emails and Newsletters Ø What to Measure
2. BUSINESS OPPORTUNITIES AND MARKETING PLAN Companies need to acknowledge and adjust to a New Reality through: • Marketing Plan: Including budget for Email and Mobile MK • Database Management: Segmentation, Information, Conversion • Design: Landing Pages and Copys • Context and Content • Analysis and Reports
3. BUILDING YOUR OWN EMAIL MARKETING STRATEGY Cross-Channel Communication Strategy Online Drive Traffic Offline • Offline Stores: Engage customers to be Active online by offering discounts through online registration. • Online: Offer sampling of products or services to be redeemed in-store after an online purchase.
3. BEST WESTERN PRACTICES: KEY FACTORS These best practices should help you increase the value of your Email Program, provided that your Email Strategy balances User Needs Business Goals
3. BEST WESTERN PRACTICES: KEY FACTORS Key Factors #1 Select your Email List #2 The Offer #3 Timing #4 Copys
3. BEST WESTERN PRACTICES: YOUR EMAIL LIST #1 Select your Email List Myth: The #1 asset in your Business is your Customer List. Reality: The #1 asset in your Business is your Relationship with your Customer List. Therefore: your #1 business objective is to develop a good Relationship with you customers using the right tools or software to manage and talk to your customer list.
3. BEST WESTERN PRACTICES: YOU EMAIL LIST There is plenty of Valuable Information to retain from our customers: • Opening IP for Location • Mobile Operating System • Products, Date, Amount of sales, Last purchase, clics, • Web Navigation, Sharing on Social Media, etc Your List is your source for Competitive Advantage your Competition cannot copy. • It is not free to send emails • You do not have their permission forever…
3. BEST WESTERN PRACTICES: THE OFFER #2 The Offer IT’S ABOUT THEM, NOT YOU!! So… what are my beneficts? ¿Will I become richer? ¿would my life improve? ¿would I feel better/more beautiful? ¿would it help me personally? ¿Am I saving money?
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION Always begin with Dear Name Mention ‘you’, ‘your’ and ‘your role’ in your copy, and definitely a ‘you’ in the opening line.
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION Other ways to Personalize emails According to their profile: • The Subject • Different copys depending on the sex • Account Manager or Director´s Signature According to their behavour: • Geo targeting • Clic behavioral • Up-sell, cross-sell • Different copys depending on their operating system
3. BEST WESTERN PRACTICES: THE OFFER. PERSONALIZATION “Treat each user differently” Peppers & Rogers
3. BEST WESTERN PRACTICES: THE OFFER. USER´S INTERESTS 1. Mention and start with: The Recipient’s Issues and Interests + Your solution + Benefits 2. Close with a clear CALL-TO-ACTION (CTA) so they know what to do after reading the email 3. Clearly State your Name and Contact Details K. I. S. S. (KEEP IT SHORT & SWEET) Research has shown that emails command approx. 3 seconds of a recipient's interest before they go to the next one.
3. BEST WESTERN PRACTICES: THE OFFER The offer should appear at the Beginning of the Mesage
3. BEST WESTERN PRACTICES: THE OFFER The offer is designed in a Landing Page presented and linked from the email.
3. BEST WESTERN PRACTICES: THE OFFER. SUBJECT LINE Think: SUBJECT LINE IS KING What one line would make them open this email? The most important element in your email campaign is your Subject Line That 3 seconds we spoke about earlier? 1 second of that consists of reading the subject line alone! If you spend an hour writing your email copy, don’t spend 10 seconds thinking up a subject line. Invest time and think about it. It is the only thing standing in the way of the recipient and your email copy.
3. BEST WESTERN PRACTICES: THE OFFER. RESPONSE ACCELERATOR Your offer will be excellent when a Response Accelerator is included in the copys.
3. BEST WESTERN PRACTICES: BEST OFFERS Best Offers ü Price ü Payment simplicity and credit terms ü Free info and/or Products ü Free Trial ü Free Gifts ü Discounts ü Exclusive Treatment ü Participation in Raffles
3. BEST WESTERN PRACTICES: TIMING #3 TIMING
3. BEST WESTERN PRACTICES: COPYS #4 COPYS First dialogue – to describe the beneficts Second dialogue – the reading phase üAppelaing to the emotional side üRational side works slower üBased on Images and Lay out üBased on text -------------------------- üUse big images üText blocks üWarms colors work best that cold colors üDescribe benefics and üShow people instead of products alone characteristics in bullets or blocks üKids instead of adults üLarger copies üPortrays work better than full body üEyes are powerful
3. BEST WESTERN PRACTICES: TIPS TO ENRICH COPYS Basic Principle: Write what your client/user wants to hear, not what you want to say • Avoid soft and dull world and or generalizations such as: basically, we hope, but, always, never… • Write sentences with 15 words maximum lenght avoiding too much and. . and • Write in Positive, never negative sentences avoiding using no, never… • Use visual words, hightlights, etc • Write concisely
3. BEST WESTERN PRACTICES: SOCIAL MEDIA BUTTONS Email -> Social media Linking Sharing Social media -> email Source for Attracting Customers Enriching information about users list
3. BEST WESTERN PRACTICES: CAMPAIGN OPTIMIZATION WITH HTML
3. BEST WESTERN PRACTICES: COPYS. RELEVANT & SPECIAL DATES Relevant Dates and Birthdays Stradivarius Happy Thursdays
3. BEST WESTERN PRACTICES: COPYS. THANK YOU NOTE + OFFER Subject Line: “Thanks for Shopping at Baby Deli” On/off Offer: • 75%Off some products • Free Shipping • Free In-store Worshops for kids Call-to-Action Button Response Accelerator
3. BUILDING YOUR OWN EMAIL MARKETING STRATEGY INVEST IN SMART TECHNOLOGY Investing in the right Email Marketing Software will pay off dividends in the long term, and give you great tracking and ROI measurement in the short term: Email softwares such as Cheetahmail, Exact. Target, Mail. Chimp, i. Contact and others all have Key Features such as live monitoring of email campaigns, Real-time Results, Social Media Integration, Timed Campaigns etc. Early Investment into good technology will also give you the opportunity to provide Analytical Information to your CFO and CEO, showing them the ROI on their investment into email marketing
3. BEST WESTERN PRACTICES: FASTEST WAYS TO LOOSE CUSTOMERS
AND… If you can come up with something clever, offer something of value to differentiate you from others. “Your main objective for every single email you send is… … to Get Your Next Email Read” Perry Marshall
3. EMAIL MARKETING ETIQUETTE DOS AND DON´TS
4. TRACK METRICS Metrics are simply Your Audience. Talking to You
4. TRACK METRICS: KPIs Always track these main KPIs in every Campaign: Ø Sent email Ø Opening Ø Click-through Rate (CTR) Ø Bounces Ø Unsubscribes Ø Forwards Ø Conversion These will give you a deep insight into the quality of your lists, email copy, formats etc.
4. TRACK METRICS: CONVERSION When Users End a Purchase Process, a Subscription to a Newsletter or Web, or basically, When a user perform the action we were expecting.
FINAL RECAP Adapt your strategy to your Users: ü The Technology they are Using ü The Products they are Looking for and want to Buy ü How they Read your Content You will win them!
Want to Boost Sales? ? Send Emails more Often!
Silvia Baena e. Commerce & Marketing Director silvia@silviabaena. com Twitter: https: //twitter. com/grinais www. silviabaena. com www. nidraseras. com
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