Email is Still Your Ace in the Hole SCORE Becky Livingston Becky - PDF document

8/29/17 Email is Still Your Ace in the Hole SCORE • Becky Livingston Becky Livingston ü Owner Penheel Marketing ü 25+ years of marketing and technology experience ü 16+ years in the financial services industry ü Social Media & Digital marketing professional ü Public speaker and trainer ü Frequent guest blogger ü Dog and shoe lover (c) 2016 Becky Livingston 2 1

8/29/17 Agenda • How to compose engaging emails • How to use creative Email campaigns for effective marketing • Methods for achieving high open and click-through rates • Frequency guidelines and Federal “Can-Spam” regulations for commercial Emails • List segmentation and report analytics (c) 2016 Penheel Marketing (TM) Subject Lines - Examples • Uh-oh, your prescription is expiring • The Deals That Make Us Proud (Unlike Our Nephew, Steve) • The broke girl's guide to a luxury vacation • Where to Drink Beer Right Now • 10 Engagement Tips to Gobble Over Thanksgiving • Don’t Miss These 11 Sneaky Email Tricks • The 3-step Content Marketing plan • How Emily Faith got 76,974 YouTube views in 10 days • Paid traffic not converting? Download this (c) 2016 Penheel Marketing (TM) 2

8/29/17 Pre-Header Examples Pre-header (c) 2016 Penheel Marketing (TM) Layout • Use a color scheme that’s consistent with your brand, yet easy on the readers’ eyes • Avoid multi-column emails (mobile) • Break up chunks of content with visuals • Feature the most important information at the top (c) 2016 Penheel Marketing (TM) 3

8/29/17 (c) 2016 Penheel Marketing (TM) Not A Designer!?!?!?!? Use an email service provider that offer templates – MailChimp, Constant Contact, and more. (c) 2016 Penheel Marketing (TM) 4

8/29/17 Spam Trigger Words Source: Righton Interactive (c) 2016 Penheel Marketing (TM) Email Design Checklist q Decide between plain text or HTML q Create a clean template design q Add some color q Break text into bullets or small paragraphs q Include a call to action q Leverage images (at least 1) q Add social sharing buttons q Include contact information in the footer q Remember the unsubscribe links (c) 2016 Penheel Marketing (TM) 5

8/29/17 Activity Think about your next email. Identify the email’s goal. Write the email using: 1. Catchy headline (see handout) 2. Pre-header text 3. Body content 4. Call to action (see handout) (c) 2016 Penheel Marketing (TM) Methods to Achieve High Open Rates Know your audience – Why did your lead register to get emails? – What challenges do they hope you’ll solve? – Know your buyer persona(s) (c) 2016 Penheel Marketing (TM) 6

8/29/17 What Else? • What are your goals – purchases, information capture, education, referrals, invoices, etc. • Clear subject line • Use pre-headers • Keep content brief • Identify the call to action By focusing on one call to action, you’ll direct all traffic and reader attention to your desired outcome. (c) 2016 Penheel Marketing (TM) Frequency • Tuesday #1 day – Then Thursday followed by Wednesday • 10 a.m. – 11 a.m. – 8 p.m. – midnight followed by 2 p.m. and 6 a.m. • Research industry times • Send emails to subscribers at different times and compare open rates • Be consistent once the time is established • Target specific emails (c) 2016 Penheel Marketing (TM) 7

8/29/17 CAN-SPAM 1. Avoid using false or misleading header information 2. Don’t use deceptive subject lines 3. Identify the message as an ad 4. Tell recipients where you’re located 5. Provide opt-out language 6. Honor opt-out requests 7. Monitor what others are doing on your behalf (c) 2016 Penheel Marketing (TM) URL Builder Tools When sending emails that point to content on your website, use a unique tracking URL for that specific item using a URL Builder. https://ga-dev-tools.appspot.com/campaign-url-builder/ Example Original Blog URL: http://penheel.com/2016/how-to-target-tweets-with-a-twitter-list/ Unique tracking URL: http://penheel.com/2016/how-to-target-tweets-with-a-twitter- list/?utm_source=Blog&utm_medium=Email&utm_campaign=Twit ter-List (c) 2016 Penheel Marketing (TM) 8

8/29/17 Segmentation List segmentation —the practice of dividing your email list into groups based on characteristics like interests and demographics. (c) 2016 Penheel Marketing (TM) Image source: https://zapier.com What to segment on? • Gender • Free vs. Paid users • Geography • When they last clicked • Industry • How often they buy • Job title • What device they use to buy from (mobile, • Ask people desktop, tablet) • Interest • Age • Past buying trends (c) 2016 Penheel Marketing (TM) 9

8/29/17 When to Segment Almost always! There are very few cases when you'll want to send out a mass email to all of your customers—maybe to: • announce an acquisition • a site-wide sale, or • a change that affects all of your users. (c) 2016 Penheel Marketing (TM) How to Segment 1. Define data points What info are we already collecting? – What info can we start collecting? – What data do we need to ask for? – 2. Create buyer personas in your email tool What demographic info do you know? – What are the pain points for this customer? – What do they want to accomplish? – What does a day in their life look like? – 3. Choose your segments 4. Create content for each segment 5. Measure, adjust, repeat (c) 2016 Penheel Marketing (TM) 10

8/29/17 Measurement Sales • – How much. How often. By whom. Click-thru rates • – Vary by industry - view the chart from Smart Insights** Opens • – On average, how many emails are opened by day, by person, by topic Unsubscribes • – How many people left the list and why Traffic • – How much website traffic was generated from the email (tracking!) Deliverability • – What is the most effective platform for delivery ** http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ (c) 2016 Penheel Marketing (TM) Download These! offers.hubspot.com/free-guide- http://www.aweber.com/grow- http://www.pardot.com/whitepap to-optimizing-email-marketing- your-business.htm ers/email-template-handbook/ for-conversions (c) 2016 Penheel Marketing (TM) 11

8/29/17 Best Poker Hands (c) 2016 Penheel Marketing (TM) Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits. http://Penheel.com/Score-Email-Workshop Blogging Social Media Create blog content quickly Publish content to your social while getting SEO tips and accounts, then nurture leads best practices pointers. based on their social engagement. Marketing Analytics Search Engine Optimizations Website analytics, online Improve your rank in search advertising analytics. See engines by finding and tracking which sources are generating your most effective keywords. the most leads. Email Lead Management Send personalized, segmented Track leads with a complete Emails based on any information timeline-view of their interactions in your contact database. with your firm. 12